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@wirelessed
DESIGN
THINKING
MASTERCLASS
@wirelessed
WHAT IS
DESIGN THINKING?
@wirelessed
Design Thinking
is a creative process for
problem-solving
@wirelessed
Design Thinking
is about being
human-centred or
user-centered
@wirelessed
Design Thinking
is a mindset that anyone can adopt
@wirelessed
TRADITIONAL
PROBLEM
SOLVING
Focuses on numbers as goals
Linear, one-way process
Usually only focus on the
organisation’s needs
Focuses on the best user experience
Iterative, two-way process
Balances user’s problems and the
organisation’s needs
DESIGN
THINKING
WHAT’S THE DIFFERENCE?
@wirelessed
THE DESIGN THINKING PROCESS
Brainstorm for
solutions
Build a draft
representation of
your solution
Learn about
your users and their
problems
Define the problem
based on research
DEFINEEMPATHISE IDEATE PROTOTYPE
Test your solution
with your users.
Iterate if necessary.
TEST
http://web.stanford.edu/~mshanks/MichaelShanks/files/509554.pdf
@wirelessed
WHAT IS
BLUE SKY THINKING?
@wirelessed
IMAGINE YOU’RE PLANNING
FOR A DATE
@wirelessed
WHEN SOLVING A PROBLEM...
Image from
https://designthinking.ideo.com/
@wirelessed
Brainstorm without limitations and consider all possibilities.
Not seeing all can result in weak solutions.
Before you land on a solution, learn to fly and see the
bigger picture - Resist the urge to land
Be comfortable with multiple answers first before
converging to a solution.
HOW TO BLUE SKY?
@wirelessed
YES, AND...
Build on the ideas of others. Be positive.
In conversation, we try to use “and” instead of “but.”
JUDGE NOT
Make everyone feel like they can say anything without being shot down.
THINK WILD
Sometimes the best ideas are the most radical ones
HOW TO BRAINSTORM?
@wirelessed
DIVERGING AND CONVERGING
Image from
https://www.researchgate.net/figure/Design-thinking-proces
ses_fig2_327262141
@wirelessed
WHAT IS
JOBS TO BE DONE?
@wirelessed
It’s about the why behind the what.
Whenever users “hire” (i.e., use) a product, they do it for
a specific “job” (i.e., to achieve a particular outcome)
The product is just a “what”.
The job is the “why” the consumer buys it.
What’s Jobs to be Done (JTBD)?
https://hbr.org/2016/09/know-your-customers-jobs-to-be-done
@wirelessed
People don’t buy a drill, they want a hole in the wall!
People don’t just buy products or consume a service,
they want them to perform a job to be done.
The Drill
(What)
The Hole
(Why)
@wirelessed
What is the product?
Milkshake, a drink made from ice cream
The Milkshake Example
Why did you buy or “hire” it?
Because I am hungry?
Why? What is the actual job to be done?
To fill your stomach long and
easily enough for a long drive, a road trip
What else could you have hired but you didn’t? And why?
Cereal bar? Sandwich? They perform the job poorly
cos it’s messier to eat it while driving
@wirelessed
What is the product?
Netflix, a video streaming service
The Netflix Example
Why did you buy or “hire” it?
To watch TV or movies anytime
Why? What is the actual job to be done?
To entertain and unwind yourself after a long day’s work.
What else could you have hired but you didn’t? And why?
A book? Newspaper? A walk with your dog? Nintendo Switch? They
don’t entertain as well?
@wirelessed
What is the product?
Gym, a place with exercise machines
The Gym Example
Why did you buy or “hire” it?
To exercise
Why? What is the actual job to be done?
To have the “prestige” or “bragging rights” of going to a gym,
To have a community of people doing it together
What else could you have hired but you didn’t? And why?
A walk in the park, cycling, playing soccer
@wirelessed
When thinking and empathizing with
our users, it’s always good to ask:
What’s the actual “job” to be done
when the users “hire” your
product/service?
@wirelessed
TOOLSFOR DESIGN THINKING
@wirelessed
TOOLS / METHODS from
https://www.designkit.org/methods
@wirelessed
TOOL #1:
PERSONAS
@wirelessed
EMPATHY
@wirelessed
TOOL #2:
EMPATHY MAP
@wirelessed
They help to articulate what your goals are and identify potential obstacles.
Either
● Proposes a future state (where you want to be)
Or
● Show what is happening right now (current reality)
USER JOURNEY MAPS
@wirelessed
https://medium.com/@harrybr/how-to-run-an-empathy-user-jou
rney-mapping-workshop-813f3737067
@wirelessed
Actions: Things that user do in that step
Questions: What users ask at each step.
Happy moments: positive, enjoyable things during the experience.
JTBD: What are the “jobs” that the user achieved?
Pain points: frustrations that spoil the experience
Opportunities: Find things that you can fix/improve/make better
@wirelessed
User Journey of
Going to McDonald’s
@wirelessed
Discover
Go to
McDonald’s
Ordering Payment
Eating
See advert about
McGriddles,
Hear friends raving
about it
Does it taste nice?
Is it available all day
or breakfast only?
Yay it’s available
all-day during lunch
and dinner now too!
My nearest branch is
not 24/7 open :(
Walk / take bus to the
nearest McDonald’s
What else should I
order?
Yay, there was no
long queue at the
McDonald’s
The toilet was
cleaning :(
Use the self-service
kiosk OR order from
physical counter
Is the kiosk sanitised?
Should I upsize my drink?
Should I order ice cream?
Yay, upsize is only
50 cents
McFlurry is out of
stock :(
Use debit / credit card
/ cash to pay
Does the machine
accept EZ Link?
Yay, I can use my
EZ Link
The payment process
takes very long
Proceeds to a seat.
Have to wait for order
to be called.
Where’s the chilli sauce
counter?
Found a nice seat: )
JTBD: Achievement
unlocked, finally tried
McGriddles! Can brag
on FB & IG!
Order took a while to
arrive :(
@wirelessed
@wirelessed
Discover
Go to
McDonald’s
Ordering Payment
Eating
See advert about
McGriddles,
Hear friends
reviewing it
Does it taste nice?
Is it available during
lunch also?
Yay it’s available
all-day during lunch
now too!
My nearest branch is
not 24/7 open :(
Walk / take bus to the
nearest McDonald’s
Should I eat for
breakfast or lunch?
Yay, there was no
long queue at the
McDonald’s
The toilet was
cleaning :(
Use the self-service
kiosk OR order from
physical counter
Is the kiosk sanitised?
Should I upsize my drink?
Should I order ice cream?
Yay, upsize is only
50 cents
McFlurry is out of
stock :(
Use debit / credit card
/ cash to pay
Does the machine
accept EZ Link?
Yay, I can use my
EZ Link
The payment process
takes very long
Proceeds to a seat.
Have to wait for order
to be called.
Should I eat indoors
or outdoors?
Where’s the chilli
sauce counter?
Found a nice seat
facing the window :)
Order took a while to
arrive :(
Branches should list
nearest 24/7
locations
Toilet should show
cleaning times.
McDonalds should
have a queue
monitoring app
Allow pre-ordering in
an app?
Speed up process of
payment kiosk
Have a seat
assignment system.
SMS you when order
ready.
@wirelessed
@wirelessed
https://www.designkit.org/
https://workshopper.com/
https://www.invisionapp.com/inside-design
https://designthinking.ideo.com/
http://jtbd.info/
https://medium.com/church-design
REFERENCES
@wirelessed
THANK YOU
wirelessed@gmail.com
https://www.linkedin.com/in/wirelessed/
CREDITS: This presentation template was created by Slidesgo, including
icons by Flaticon, and infographics & images by Freepik.

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Design Thinking and Jobs to be Done Masterclass

  • 3. @wirelessed Design Thinking is a creative process for problem-solving
  • 4. @wirelessed Design Thinking is about being human-centred or user-centered
  • 5. @wirelessed Design Thinking is a mindset that anyone can adopt
  • 6. @wirelessed TRADITIONAL PROBLEM SOLVING Focuses on numbers as goals Linear, one-way process Usually only focus on the organisation’s needs Focuses on the best user experience Iterative, two-way process Balances user’s problems and the organisation’s needs DESIGN THINKING WHAT’S THE DIFFERENCE?
  • 7. @wirelessed THE DESIGN THINKING PROCESS Brainstorm for solutions Build a draft representation of your solution Learn about your users and their problems Define the problem based on research DEFINEEMPATHISE IDEATE PROTOTYPE Test your solution with your users. Iterate if necessary. TEST http://web.stanford.edu/~mshanks/MichaelShanks/files/509554.pdf
  • 10. @wirelessed WHEN SOLVING A PROBLEM... Image from https://designthinking.ideo.com/
  • 11. @wirelessed Brainstorm without limitations and consider all possibilities. Not seeing all can result in weak solutions. Before you land on a solution, learn to fly and see the bigger picture - Resist the urge to land Be comfortable with multiple answers first before converging to a solution. HOW TO BLUE SKY?
  • 12. @wirelessed YES, AND... Build on the ideas of others. Be positive. In conversation, we try to use “and” instead of “but.” JUDGE NOT Make everyone feel like they can say anything without being shot down. THINK WILD Sometimes the best ideas are the most radical ones HOW TO BRAINSTORM?
  • 13. @wirelessed DIVERGING AND CONVERGING Image from https://www.researchgate.net/figure/Design-thinking-proces ses_fig2_327262141
  • 15. @wirelessed It’s about the why behind the what. Whenever users “hire” (i.e., use) a product, they do it for a specific “job” (i.e., to achieve a particular outcome) The product is just a “what”. The job is the “why” the consumer buys it. What’s Jobs to be Done (JTBD)? https://hbr.org/2016/09/know-your-customers-jobs-to-be-done
  • 16. @wirelessed People don’t buy a drill, they want a hole in the wall! People don’t just buy products or consume a service, they want them to perform a job to be done. The Drill (What) The Hole (Why)
  • 17. @wirelessed What is the product? Milkshake, a drink made from ice cream The Milkshake Example Why did you buy or “hire” it? Because I am hungry? Why? What is the actual job to be done? To fill your stomach long and easily enough for a long drive, a road trip What else could you have hired but you didn’t? And why? Cereal bar? Sandwich? They perform the job poorly cos it’s messier to eat it while driving
  • 18. @wirelessed What is the product? Netflix, a video streaming service The Netflix Example Why did you buy or “hire” it? To watch TV or movies anytime Why? What is the actual job to be done? To entertain and unwind yourself after a long day’s work. What else could you have hired but you didn’t? And why? A book? Newspaper? A walk with your dog? Nintendo Switch? They don’t entertain as well?
  • 19. @wirelessed What is the product? Gym, a place with exercise machines The Gym Example Why did you buy or “hire” it? To exercise Why? What is the actual job to be done? To have the “prestige” or “bragging rights” of going to a gym, To have a community of people doing it together What else could you have hired but you didn’t? And why? A walk in the park, cycling, playing soccer
  • 20. @wirelessed When thinking and empathizing with our users, it’s always good to ask: What’s the actual “job” to be done when the users “hire” your product/service?
  • 22. @wirelessed TOOLS / METHODS from https://www.designkit.org/methods
  • 26. @wirelessed They help to articulate what your goals are and identify potential obstacles. Either ● Proposes a future state (where you want to be) Or ● Show what is happening right now (current reality) USER JOURNEY MAPS
  • 28. @wirelessed Actions: Things that user do in that step Questions: What users ask at each step. Happy moments: positive, enjoyable things during the experience. JTBD: What are the “jobs” that the user achieved? Pain points: frustrations that spoil the experience Opportunities: Find things that you can fix/improve/make better
  • 30. @wirelessed Discover Go to McDonald’s Ordering Payment Eating See advert about McGriddles, Hear friends raving about it Does it taste nice? Is it available all day or breakfast only? Yay it’s available all-day during lunch and dinner now too! My nearest branch is not 24/7 open :( Walk / take bus to the nearest McDonald’s What else should I order? Yay, there was no long queue at the McDonald’s The toilet was cleaning :( Use the self-service kiosk OR order from physical counter Is the kiosk sanitised? Should I upsize my drink? Should I order ice cream? Yay, upsize is only 50 cents McFlurry is out of stock :( Use debit / credit card / cash to pay Does the machine accept EZ Link? Yay, I can use my EZ Link The payment process takes very long Proceeds to a seat. Have to wait for order to be called. Where’s the chilli sauce counter? Found a nice seat: ) JTBD: Achievement unlocked, finally tried McGriddles! Can brag on FB & IG! Order took a while to arrive :( @wirelessed
  • 31. @wirelessed Discover Go to McDonald’s Ordering Payment Eating See advert about McGriddles, Hear friends reviewing it Does it taste nice? Is it available during lunch also? Yay it’s available all-day during lunch now too! My nearest branch is not 24/7 open :( Walk / take bus to the nearest McDonald’s Should I eat for breakfast or lunch? Yay, there was no long queue at the McDonald’s The toilet was cleaning :( Use the self-service kiosk OR order from physical counter Is the kiosk sanitised? Should I upsize my drink? Should I order ice cream? Yay, upsize is only 50 cents McFlurry is out of stock :( Use debit / credit card / cash to pay Does the machine accept EZ Link? Yay, I can use my EZ Link The payment process takes very long Proceeds to a seat. Have to wait for order to be called. Should I eat indoors or outdoors? Where’s the chilli sauce counter? Found a nice seat facing the window :) Order took a while to arrive :( Branches should list nearest 24/7 locations Toilet should show cleaning times. McDonalds should have a queue monitoring app Allow pre-ordering in an app? Speed up process of payment kiosk Have a seat assignment system. SMS you when order ready. @wirelessed
  • 34. CREDITS: This presentation template was created by Slidesgo, including icons by Flaticon, and infographics & images by Freepik.