Design thinking by RuthlessUx

Design Thinking by @RuthlessUx
Human Centered Design Process
29th April 2017 | Awfis Workspace, Andheri West, Mumbai, Maharashtra 400053

Shaheena Attarwala
•UX Consultant
•Currently Head of Design at Wigzo Technologies
•Founder PurpleCube Design Studio (2009 - Present)
•Former BookMyShow (2009) and Shaadi.com(2012)
•Ex - Co-founder & Design Head at Truss Networking (2014)
•UX Blogger at www.RuthlessUX.com
Ogilvy | Yamaha Electronics | Kaaryah.com | Atom Technologies |
JustBuyLive | EEzyRent | Imagination
@RuthlessUx

Design Thinking
डजाइन सोचना
डझाइन वचार
‫ﺳوچ‬ ‫ڈﯾزاﺋن‬

“Engineering, medicine, business, architecture, and painting are concerned not with the
necessary but with the contingent—not how things are but how they might be—in short,
with design…Everyone designs who devises courses of action aimed at changing
existing situations into preferred ones.”
—Herbert Alexander Simon, Nobel Prize laureate (1969)
“Design thinking can be described as a discipline that uses the designer’s sensibility and
methods to match people’s needs with what is technologically feasible and what a viable
business strategy can convert into customer value and market opportunity.”
– Tim Brown CEO, IDEO
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What is Design Thinking?
1. Design Thinking is a methodology used by
designers to solve complex problems, and find
desirable solutions for clients.
2. A design mindset is not problem-focused, it’s
solution focused and action oriented towards
creating a preferred future.
3. Thinking draws upon logic, imagination, intuition,
and systemic reasoning, to explore possibilities of
what could be—and to create desired outcomes that
benefit the end user (the customer).
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Distinctions Between Design and Design Thinking
“Most people make the mistake of thinking design is what it looks like. People think it’s this veneer — that the designers are
handed this box and told, ‘Make it look good!’ That’s not what we think design is. It’s not just what it looks like and feels like.
Design is how it works.”
— Steve Jobs
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“Most people make the mistake of thinking design is what it looks like. People think it’s this veneer — that the designers are
handed this box and told, ‘Make it look good!’ That’s not what we think design is.
It’s not just what it looks like and feels like. Design is how it works.”

Activity1:
How many of you think of yourself as creative?
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A Framework for Design Thinking
1. Discovery
2. Re-Frame
Opportunity
3. Incubate
4. Ideate
5. Evaluate
6. Rapid Prototype
7. Deliver
8. Iterate

Creative Ability Vs Artistic Ability
1. Ability to show unfinished work
2. Creative Confidence
3. Ability to Take on Problems that don’t have a clear answer
4. Leads to innovative ideas
5. Innovative ideas are by their very nature of things that are not defined
6. Willingness to take on new things Vs Drawing skills
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Innovation is not an event
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Innovation is a design process.
Human Centric.
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The Design Thinking Framework :
The Process
Learn about
the audience
for whom you
are designing
Construct a
POV that is
based on
users needs
and insights
Brainstorm &
come up with
creative
solutions
Build a
representation
of one or more
of your ideas
Return to your
original user
group and
testing your
ideas for
feedback
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This is as good as you need to be
1. Reasoning & Analytical Thinking / Creative
Thinking
2. Balancing Flare vs Focus
3. Flare = Big Ideas
4. Focus = Getting Things Done
Brainstorming
Generating
Ideas
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Activity1:
Design the words i put on screen
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This is as good as you need to be
Highest level of fidelity to be able to sketch out yoru ideas
Its not about how great the drawing is its about how you communicate
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Activity3:
Design an IDEAL wallet
Phase1
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1) Design a BETTER wallet
Sketch your ideas here
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1) Design a BETTER wallet
Sketch your ideas here
Problem?
Jump to solving the solution?
Short sightedness
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Learn about the
audience for
whom you are
designing
Construct a
POV that is
based on users
needs and
insights
Brainstorm &
come up with
creative
solutions
Build a
representation
of one or more
of your ideas
Return to your
original user
group and
testing your
ideas for
feedback
The Design Thinking Framework : The Process
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Empathy?
the intellectual identification
with or vicarious experiencing of
the emotions, thoughts or
attitudes or another
When you FEEL what the other
person is feeling.
When you can MIRROR their
expression, their opinions, their
hopes

Empathy - How to Practise
1. A designers approach to empathy
2. without judgement | Observe
3. with a beginner’s yes | Engage
4. with curiosity | Immerse
5. optimistically
6. respectfully
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Activity3:
Design something useful & meaningful for your partner
Phase2
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Design something Useful & Meaningful for your partner
1) Interview 1: Start by gaining Empathy
Interview Round1: A interview to B about their wallet
1. Interview them about their wallet
2. Bring out your wallet
3. Walk the partner through
4. What you carry
5. Why you carry
6. Write stories
Interview Round 2:
Insights 1: Insights 2:
2) Interview 2 : Start by gaining Empathy
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Design something Useful & Meaningful for your partner
Interview Round1: A interview to B about their wallet
1. Interview them about their wallet
2. Bring out your wallet
3. Walk the partner through
4. What you carry
5. Why you carry
6. Write stories
Interview Round 2 : 3mins
1. Go deeper | Emotions Underneath
2. Dig for stories forget about wallet
3. Ask why? Get the emotions
4. Be like a child
5. Why you carry cash?
6. Why cards?
7. Why not cards?
Insights 1: Insights 2:
1) Interview 1: Start by gaining Empathy 2) Interview 2 : Start by gaining Empathy
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Needs = Verbs
Solutions = Nouns
She needs… Findding out what their needs are
Focus on Needs - Hold off the solution
Needs Generate Ideas for solution
Henry Ford: “If I had asked people what they wanted, they would have said
faster horses.” (Automobile is the solution / To go faster is the need)
Steve Jobs: “It’s really hard to design products by focus groups. A lot of
times, people don’t know what they want until you show it to them.”
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Needs
are human physical and emotional necessities
they capture the goals and the motivations for
whom you’re designing
they are verbs not noun
they are opportunities not solutions
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Insights
The WHY response to the needs.
Apply your experience and make inferences :
{not a faster hores}
Give you an actionable direction to go in.
Lead to novel solutions.
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Articulate your current POV EMPATHY
3) Inventory Possible NEEDS
Partner Description :
____________________________
4) DEFINE a problem statement
Things they are trying to do (needs)
*Use verbs
_________________________________________
Ways they want to feel (Insights / Meaning)
*Make Inferences
_________________________________________
____________________________
Needs a way to
____________________________
(user’s needs)
In a way that makes them feel
_________________________________________
(insights / meanings)
My Problem Statement
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Focus on Individuals when building products
Trying to build for middle?
Trying to please more?
Alot of features?
Appeals to less?
(B)uild (F)or your (B)est (C)ustomers
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Windshield wipers
In 1903,
Mary Anderson was taking a trip from Alabama to
New York City in a trolley
While her trolley was dealing with the bad weather,
she came up with the idea for windshield wipers -
Worked Manually controlled from inside by a knob
She won a patent 1903 and ended in 1920
The invention changed automobiles forever.
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FACT
Preferences
Physical / material/ color
Cost / weight / brand
FORM
Preferences
Shapes / size / texture / pockets / patterns
FUNCTION
What is the main use?
Where / when do they use it?
Where is it stored when not in use?
How is it carried?
RELATIONSHIPS
What does you partner
have in your
bag that you dont?
What would he or she hate to lose?
What gets removed/ added in the bag daily?
How is the bag personalised?
Is the bag reflection of their personality?
360
Degree
Tool
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POV : Your POV about your user
User
Adult
Need:
To provide water
Insight:
Water is a basic necessity and important for daily function of society while reducing
strain of transporting water.
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POV : User + Needs + Insights
Sarah, 15 year old poor teenager from a in a village in Africa. She hates going to
far to fill water. It makes me tired. Because of this i cannot go to school or play
and fall sick very often and she also risks herself physically to danger.
Specific user
Deep need.
Thats hers
not ours
Surprising
findings rooted
in empathy
work

Water Innovation
The Hippo Water Roller
was developed in 1991
by two South Africans
in response to the daily
struggle of rural women
and children across
Africa to access safe,
drinkable water.
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...Articulate your current POV EMPATHY
3) Inventory Possible NEEDS
____________________________
4) DEFINE a problem statement
Things they are trying to do (needs)
*Use verbs
_________________________________________
Ways they want to feel (Insights / Meaning)
*Make Inferences
_________________________________________
____________________________
Needs a way to
____________________________
(user’s needs)
In a way that makes them feel
_________________________________________
(insights / meanings)
My Problem Statement
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Brainstorm alone
1. Reasoning & Analytical Thinking / Creative
Thinking
2. Balancing Flare vs Focus
3. Flare = Big Ideas
4. Focus = Getting Things Done
Brainstorming
Generating
Ideas
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The best to have a good idea is to have
lots of ideas
- Linus Pauling | 2x Nobel Prize Winner (Chemist)

Brainstorm how?
Defer Judgement
Go for Volume
One conversation at a time
Be visual
Headlines
Build on Others Ideas
Stay on topic
Encourage wild ideas
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Generate alternatives to test PROTOTYPE
5) Sketch 5-7 radical ways to meet your users needs
Put your Problem Statement here
6) Share your SOLUTIONS + Get FEEDBACK
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Why Prototyping : Fail Early Fail Often : Test Often
1. Paper Prototyping
2. Iterate
3. Add features later
4. Phase wise testing
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Rapid Prototyping
7) Build your Solution
Make something your partner can
interact with
8) Share your Solution + Get feedback
What worked...
What could be
improved...
Questions? Ideas!
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How Did Airbnb Start?
It was late 2007 in San Francisco Brian
Chesky and Joe Gebbia just moved from
New York.
Without employment, they were having
trouble paying their rent and were looking
for a way to earn some extra cash.
They noticed that all hotel rooms in the city
were booked, as the local Industrial Design
conference attracted a lot of visitors.
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The youngsters saw an opportunity. They
bought a few airbeds and quickly put up a site
called “Air Bed and Breakfast.”
The idea was to offer visitors a place to sleep
and breakfast in the morning.
They charged $80 each a night.
The idea succeeded and the first Airbnb guests
were born: a 30-year-old Indian man, a 35-
year-old woman from Boston and a 45-year-old
father of four from Utah sleeping on their floor.
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When they started by plopping three air beds on the floor. They looked at it and
were like, “This isn’t exciting”. Being designers, they then thought about their
guests—they became the ‘patient’. (Customer Empathy)
They thought through all the trivial parts of their visit—they provided things like city
guides to the guest. They even wanted to do something fun and gave them shirts
that said, “I stayed at Air Bed and Breakfast” (which was actually just their
apartment.)
The most amazing part of this is the change. Their neighborhood had a lot of
homeless people on the streets who were always asking for some alms. So, to help
out their guests and not put them in an uncomfortable dilemma, they did something
superb:
They even gave coins to their guests to give to the homeless on the streets outside
their apartment!
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A Really Rough Start
They built three versions of the website, but
the traffic was very disappointing.
The Airbnb founders had to think of ways to make money
quickly. They managed to make a whopping $30,000 selling
the Obama O’s and Cap’n McCains, and raised it’s first
funding $20,000 from Y Combinator - but they are still making
only $200 per week.@RuthlessUx

Discovered A Major Problem
They decided to travel to New York, their biggest market, to
meet their users.
They discover that the main problem is that the pictures of
most listings aren’t pretty.
What did they do?
They buy a camera and go door-to-door to take better pictures
of the listings.
The outcome:
Airbnb doubled its usage in one week and their free
photography program resulted in 2.5 times more bookings
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Airbnb finally starts taking off
After visiting their users in New York, the company finally gets some traction. The focus is changed from shared spaces to
all types of accommodation. It’s March 2009 and Airbnb has 2500 listings and close to 10,000 registered users.
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Current Stats
● Airbnb now has over 1,5 million listings in over 190 countries and 34,000 cities.
● Airbnb hosts have hosted over 40 million guests.
● The company is worth an estimated 25.5 billion, based on the latest round of funding of 1.5 billion (June 2015).
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Airbnb continues to implement Design Thinking to enrich the
entire experience of travelling
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…and to resolve the new problems too. (violate the city hotel
rules & regulations, tax collection, bad experiences, safety
concerns…)

Business Canvas Model
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Takeaways
1. Implementing Design Thinking Process
2. Designing Attractive = Value Proposition
3. Building An Effective & Efficient Business Model
Thank you! Shaheena Attarwala
www.RuthlessUx.com | RuthlessUx@gmail.com
@RuthlessUx

Design thinking by RuthlessUx

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