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Design Thinking
What is design thinking?
More than a methodology or framework, design thinking
combines the problem-solving roots of design with deep
empathy for the user.
“The mission of design thinking is to translate
observation into insights and insights into
products and services that will improve lives.”
What’s Design thinking
about?
Finding Solutions
Fresh and creative solutions to problems, but in a way that
puts people and their needs first.
Human-centered
Design thinking is a human-centered approach to innovation.
Instead of starting with a problem, design thinking starts with
observation and understanding of the culture and the context
of a problem, rather than the problem.
The 5 Principles of
Design Thinking
① Empathize:
Understand Your Audience
Understanding the beliefs, values, and needs what make your
audience tick. It involves observation, watching, listening to.
② Define:
Establish a Point of View
What says all the information you’ve collected about your
audience and their needs.
③ Ideate:
Focus on Possible Solutions
This stage is a brain dump of ideas, come up with as many
possibilities as you can.
④ Prototype:
Try Out Multiple Solutions
The goal is to put the best ideas to the test. The process of
building a prototype will help clarify the problem even more
and offer new insights or new solutions that you hadn’t
thought of before.
⑤ Test:
Find the Best Solution
By learning more about the audience. You may discover that
you didn’t define the problem correctly or failed to understand
your audience. Or you might just need to refine the prototype
a little.
Any stage of the design thinking
process can be repeated or
returned to as needed. Empathize Define
Ideate
Prototype
Test
Case of Study:
PepsiCo
How PepsiCo uses
design thinking?
Let’s say: We’d put Doritos, in a pink bag and say it’s for
women. That’s fine, but there’s more to how women like to
snack.
For example: Women worry about how much the product may
stain.
Their solution
PepsiCo released a new line of Doritos in China that come in a
tray.
The chip is also less noisy to eat: Women don’t want people to
hear them crunching away.
“Design is more than the aesthetics associated
with products; it’s a strategic function that
focuses on what people want and need and dream
of, then crafts experiences across the full brand
ecosystem that are meaningful and relevant for
customers.”
Thanks!
www.designbetter.co/design-thinking

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Design thinking

  • 2. What is design thinking? More than a methodology or framework, design thinking combines the problem-solving roots of design with deep empathy for the user.
  • 3. “The mission of design thinking is to translate observation into insights and insights into products and services that will improve lives.”
  • 5. Finding Solutions Fresh and creative solutions to problems, but in a way that puts people and their needs first.
  • 6. Human-centered Design thinking is a human-centered approach to innovation. Instead of starting with a problem, design thinking starts with observation and understanding of the culture and the context of a problem, rather than the problem.
  • 7. The 5 Principles of Design Thinking
  • 8. ① Empathize: Understand Your Audience Understanding the beliefs, values, and needs what make your audience tick. It involves observation, watching, listening to.
  • 9. ② Define: Establish a Point of View What says all the information you’ve collected about your audience and their needs.
  • 10. ③ Ideate: Focus on Possible Solutions This stage is a brain dump of ideas, come up with as many possibilities as you can.
  • 11. ④ Prototype: Try Out Multiple Solutions The goal is to put the best ideas to the test. The process of building a prototype will help clarify the problem even more and offer new insights or new solutions that you hadn’t thought of before.
  • 12. ⑤ Test: Find the Best Solution By learning more about the audience. You may discover that you didn’t define the problem correctly or failed to understand your audience. Or you might just need to refine the prototype a little.
  • 13. Any stage of the design thinking process can be repeated or returned to as needed. Empathize Define Ideate Prototype Test
  • 15. How PepsiCo uses design thinking? Let’s say: We’d put Doritos, in a pink bag and say it’s for women. That’s fine, but there’s more to how women like to snack. For example: Women worry about how much the product may stain.
  • 16. Their solution PepsiCo released a new line of Doritos in China that come in a tray. The chip is also less noisy to eat: Women don’t want people to hear them crunching away.
  • 17. “Design is more than the aesthetics associated with products; it’s a strategic function that focuses on what people want and need and dream of, then crafts experiences across the full brand ecosystem that are meaningful and relevant for customers.”