Design Thinking Frameworks

© Operational Excellence Consulting. All rights reserved.
This presentation is a collection of PowerPoint diagrams and
templates used to convey 30 different Design Thinking frameworks
and models.
Design Thinking
Frameworks
Diagrams & Templates of Design Thinking
Frameworks & Models

© Operational Excellence Consulting. All rights reserved. 2
Contents
1. Five Modes of Design Thinking
2. The Service Design Attitude
3. Service Design Process
4. Divergent & Convergent Thinking
5. The Double Diamond
6. The Groan Zone
7. Business Model Canvas
8. Business Model Design Process
9. Value Proposition Canvas
10. Value Proposition Map
11. Customer Segment Profile
12. Three Lenses of Human-Centered Design
13. Persona
14. Customer Journey Map
15. Empathy Map
16. Design Brief
17. Point of View (POV)
18. Stakeholder Map
19. Context Map
20. Opportunity Map
21. Prioritization Map
22. Affinity Map
23. Ideas Evaluation Matrix
24. Storyboards
25. Prototype Evaluation Matrix
26. User Feedback Template
27. The Kano Model
28. Problem Solving Approaches
29. Five Whys
30. Cause & Effect Analysis
NOTE: This is a PARTIAL PREVIEW. To
download the complete presentation, please
visit: https://www.oeconsulting.com.sg

The Five Modes of Design Thinking is a human-centered, creative
problem-solving process of discovery, ideation and experimentation
Five Modes of Design Thinking
Learn about the
audience for
whom you are
designing, by
observation and
interview. Who is
my user? What
matters to this
person?
Create a point of
view that is
based on user
needs and
insights.
What are their
needs?
Brainstorm and
come up with
as many
creative
solutions as
possible.
Wild ideas are
encouraged!
Build a
representation of
one or more of
your ideas to show
to others. How can
I show my idea?
Remember: A
prototype is just a
rough draft!
Share your
prototyped idea
with your original
user for
feedback. What
worked? What
didn’t?
EMPATHIZE
DEFINE
IDEATE
PROTOTYPE
TEST
Source: Based on Stanford University d.school

The Service Design Attitude embraces design as a journey that starts
with uncertainty and ending with a single point of focus
The Service Design Attitude
Source: Adapted from Damien Newman
UNCERTAINTY CLARITY / FOCUS
Research &
understand
Design service
prototypes
Implement service
design

The Service Design Process consists of four core overlapping
activities and are not mutually exclusive
Service Design Process
Source: Based on Stickdorn et al., 2018
IMPLEMENTATION PROTOTYPING
RESEARCH IDEATION

Divergent & Convergent Thinking are methods to explore and validate
various ideas for the purpose of meeting a target customer’s needs
Divergent & Convergent Thinking
Empathize Define Ideate Prototype Test
Divergent Convergent Divergent Convergent

The Double Diamond illustrates the four phases of Service Design
which includes Discovery, Definition, Development & Delivery
The Double Diamond
Source: Adapted from Stickdorn et al., 2018
MAKE SURE
YOU SOLVE
THE RIGHT
PROBLEM
CO
NVERG
E
D
IVER
G
E
CO
NVERG
E
D
IVER
G
E
IDEAS,
ALTERNATIVES,
OPPORTUNITIES
TIME
DISCOVER DEFINE DEVELOP DELIVER

The Groan Zone is that space where groups experience confusion
and frustration as part of their decision-making process
The Groan Zone
? DIVERGENT
ZONE
CONVERGENT
ZONE
GROAN
ZONE
Closure
Zone
Source: Adapted from Stickdorn et al., 2018

The Business Model Canvas consists of nine generic building blocks
for developing new or documenting existing business models
Business Model Canvas
Key Partners Key Activities Value Proposition Customer Relationships Customer Segments
Key Resources Channels
Cost Structure Revenue Streams
§ What are our Key Partners?
§ Who are our Key Suppliers?
§ Which Key Resources are we
acquiring from partners?
§ Which Key Activities do
partners perform?
§ What Key Activities do our
Value Propositions require?
§ Our Distribution Channels?
§ Customer Relationships?
§ Revenue Streams?
§ What do we deliver to the
customer?
§ Which one of our customer’s
problems are we helping to
solve?
§ What bundles of products and
services are we offering to
each Customer Segment?
§ Which customer needs are we
satisfying?
§ What type of relationships
does each of our Customer
Segment expect us to
establish and maintain with
them?
§ Which ones have we
established?
§ How are they integrated with
the rest of our business
model?
§ How costly are they?
§ For whom are we creating
value?
§ Who are our most important
customers?
§ What Key Resources do our
Value Propositions require?
§ Our Distribution Channels?
§ Customer Relationships?
§ Revenue Streams?
§ Through which Channels do
our Customer Segments want
to be reached?
§ How are we reaching them
now?
§ How are our Channels
integrated?
§ Which ones worked best?
§ Which ones are most cost-
efficient?
§ How are we integrating them
with customer routines?
§ What are the most important costs inherent in our business model?
§ Which Key Resources are most expensive?
§ Which Key Activities are most expensive?
§ For what value are our customers really willing to pay?
§ For what do they currently pay?
§ How are they currently paying?
§ How would they prefer to pay?
§ How much does each Revenue Stream contribute to overall revenues?
Source: Strategyzer

The 5 Phases of Business Model Design is a generic process which can
be applied to improve existing business models or create new ones
OBJECTIVE
§ Prepare for a successful business model design project
§ Research and analyze elements needed for the business
model design project
§ Generate and test viable business model options, and select
the best
§ Implement the business model prototype in the field
§ Adapt and modify the business model in response to market
reaction
Mobilize
Understand
Design
Implement
Manage
5 Phases of Business Model Design
Source: Strategyzer

The Value Proposition Canvas is a simple tool to understand
customers’ needs and create value that they want
Value Map Customer Profile
Value Proposition Canvas
Source: Strategyzer

Example of Value Proposition Canvas – Tesla
8 YEAR
BATTERY
WARRANTY
MODEL S
60-85 kW-h
OPTIONS
PERFORMANCE
0-100 km/h
4.4s – 6.2s
FOCUS ON
DESIGN & STYLE
HIGH-TECH FEEL
WITH 17” TOUCH
SCREEN
SUPER-
CHARGING
STATIONS ENABLING LONG
DISTANCE
TRAVEL
FREE
½ CHARGE IN
20 MINS
BATTERY
45-90 km/h
5+2 SEATS
1,795 LITER
STORAGE
RANGE
350-450 km
HIGHEST
SAFETY BY
NHTSA
CONVEY IMAGE
OF SUCCESS
OCCASIONAL
LONG DISTANCE
TRIP
IN SYNC W/
PERSONAL
VALUES
DIFFERENTIATE
FROM OTHERS
COMMUTE TO
WORK
PERSONAL
MONBILITY
ABOVE AVERAGE
MAINTENANCE
BUYING BEFORE
PRICE DROP
BATTERY DRAIN
IN HOT WEATHER
ACCIDENT
CAR WITH BAD
DRIVING
BEHAVIOR
FREQUENT
CHARGING
FEAR OF DEAD
BATTERY
LACK OF
CHARGING
STATIONS
LACK OF
NEARBY
SERVICING
LACK OF SPACE LAUGHED AT
ACCEPTABLE
CHARGING TIME
PERFORMANCE
SAFETY RATINGS
HIGH-END
BATTERY
RANGE
250-350 KM
DESIGN
FIND MY WAY
(GPS)
STATE-OF-THE-
ART
ELECTRONICS
HIGH-END AFTER
SALES
BRAND
SEATING 4-5
PEOPLE
Value Map Customer Profile
Customer Segment:
Upper middle class male, $100K+ income
Value Proposition:
Model S
Value Proposition Canvas – Tesla Example ILLUSTRATIVE
Source: Strategyzer

The Value (Proposition) Map describes the features of a specific value
proposition in terms of products and services, pain relievers and gain
creators
Value Map
This is a list of all the
Products and
Services a value
proposition is built
around.
Pain Relievers
describe how your
products and services
alleviate customer
pains.
Gain Creators
describe how your
products and services
create customer gains.
Source: Strategyzer

The Customer (Segment) Profile describes the specific customer
segment in your business model in terms of jobs, pains and gains
Customer Profile
Pains describe bad
outcomes, risks and
obstacles related to
customer jobs.
Customer Jobs
describe what customers
are trying to get done in
their work and in their
lives, as expressed in
their own words.
Gains describe the
outcomes customers
want to achieve or
the concrete benefits
they are seeking.
Source: Strategyzer

HCD is a process that starts with the people you are designing for
and ends with new solutions that are tailor-made to suit their needs
Experience
Innovation
Emotional
Innovation
§ Brands
§ Relationships
§ Marketing
People
(desirability)
Business
(viability)
Technology
(feasibility)
Design
Thinking
Functional
Innovation
Process
Innovation
Start here
Three Lenses of HCD
Source: IDEO

ILLUSTRATIVE
Persona
A Persona is a description of a fictional person that represents one
target customer segment that you are developing a product/service for
Name: Harry Smith, 36
Profile / Lifestyle Characteristics
§ Lawyer, single
§ Likes to play golf once a week
§ Owns an apartment in London
§ Ambitious
§ Knowledgeable
§ Financially savvy
Goals / Ambitions Behaviors / Habits
§ Wants to invest money for his retirement
§ Aiming for promotion to Senior Counsel later this year
§ Impatient
§ Prim and proper
§ Don’t take no for an answer
Fears / Challenges Influencers & Activities
§ Not working well with colleagues
§ Unable to find time with family
§ Uncle, who is also a lawyer
§ Golf

Customer
Actions
Activity Phase
Touchpoints
Thinking
Feeling
Backend
Processes
Enter Starbucks Find Seat Buy Coffee Wait for Coffee Drink Coffee
Customer Journey Mapping is a method of documenting and
visualizing the experiences the customers have with your
organization with the intention of improving these interactions
Customer Journey Mapping ILLUSTRATIVE
Look at café
surroundings
Entrance / Posters
/ Signages
§ Am I entering
the right place?
§ Is the air-con
cold enough?
Walk towards
counter
Café space
§ Can I find
seats?
§ Is there a long
queue?
Queue at the
counter to be
served
Ordering Counter /
Wall Menu Display
§ Which coffee do
I want?
§ How much does
it costs?
Payment process
(cash / membership
card / mobile app)
Seat at the table
Seat
§ Is the seat
taken?
§ Coffee done
just right.
Yummy! J
Clearing the tables
Wait at the counter
Collection Counter
§ How long do I
have to wait?
§ Is the coffee
order correct?
Brew the coffee
+
-

An Empathy Map is a tool to help you synthesize your observations
about your customer segment and draw out unexpected insights
What does the person
THINK & FEEL?
Customer
What really counts
Major preoccupations
Worries and aspirations
HEAR?
What friends say
What boss says
What influencers say
SEE?
Environment
Friends
What the market offers
SAY & DO?
Attitude in public
Appearance
Behavior towards others
PAIN
Fears
Frustrations
Obstacles
GAIN
Wants/Needs
Measures of success
Prestige
Empathy Map
Source: XPLANE

ILLUSTRATIVE
A holiday maker’s concern
Pain
Gain
Holiday
Maker
Think & Feel
Say & Do
Hear See
Will I have a
memorable
experience?
Tourists get
picked-
pocketed
Tourists look
happy &
having fun!
Wow, I can
shop all
day and
night!
Many locals
don’t speak
English
May not be
safe to go
out at night
Food are
cheap and
delicious!
I am
uploading
photos into
Facebook!
Food taste
really great!
I don’t want
to go home!
Polite and
patient service
staff at hotel
Many touts
on the
streets
Traffic jam
almost
everywhere
Did the hotel
reserve us a
non-smoking
room?
Will I be hit
with food
poisoning?
Will taxi
drivers over-
charge me for
rides?
Tired walking
and carrying
shopping bags
Taxis that don’t
use the meter
Hot and humid
tropical
weather
Enjoy the
sightseeing
and local food
Clean and
comfortable
hotel room
and facilities
Friends and
relatives like
my Facebook
photos
Made friends
with some
locals and
tourists
The flea
markets are
interesting
Nice
breakfast
buffet
Hotel wifi is so
slow!
Empathy Map
Example 1: Empathy Map

ILLUSTRATIVE
Design Brief
A Design Brief is a statement of intent on behalf of the project team
which defines the problem statement, objective and scope
DESIGN BRIEF
User Perception / Feedback
§ Daniel needs a fast and efficient way to track his health
and fitness
§ He runs/swims often and does not like to carry a phone
while running/swimming
Problem Statement (Point of View)
§ User could not track his health and fitness while running/swimming
Design Goal / Objective (How Might We)
§ How might we design a convenient and hands-free health and fitness tracking device for running/swimming?
Design Requirements
Our product / service should…
§ Track health and fitness while doing activity
§ Lightweight
§ Waterproof / Sweat-proof
§ Impact proof
§ Convenient to use / Hands-free

A Point of View (POV) helps to reframe a design challenge into an
actionable problem statement that will launch the design team into
generative ideation
Point of View (POV)
_______ needs to ________ because _______
[user] [user’s need] [insight]

Stakeholder Map of an IT Project
ILLUSTRATIVE
Derrick
(Design Agency)
Frank
(IT Implementor)
Vendors / Influencers
External stakeholders
Project team
TBD
(Steering Committee Members)
TJ
(Knowledge
Panel)
Henry
(E-business)
Calvin
(Sales Team
Lead)
Grace
(Legal/Compliance)
Amanda
(Marketing)
Danny (Designer)
Joyce (User PM)
David (IT PM)
Vendors / Influencers
Stakeholder Map
A Stakeholder Map is a tool which documents the key stakeholders
and their relationship
Shawn
(Design Agency)
CH Tan
(IT Systems
Integrator)

The Context Map is a tool and document to represent complex factors
affecting the organization or the design of the product or service
Context Map ILLUSTRATIVE
Context Map of Motion Sensor that detects when an elderly person falls
Target users / User needs Technology factors
§ Elderly, aged 65 and above
§ Living alone at home
§ Needs immediate attention or help if a fall happens
§ Children or elderly wants to be notified immediately
§ Existing technology of motion
related sensors
§ To connect remotely via app related
devices
Business factors Trends Uncertainties
§ No current competitors § Aging society
§ Rise in affluent silver generation
§ Increase in one-person living
household
§ Adoption rate of the elderly
§ Modification of house required?
§ Execution of the service
Other questions?
§ Any support from government and social enterprises, e.g. subsidy

An Opportunity Map helps to identify saturation of competitors or
areas of opportunities
Opportunity Map
Opportunity Map of Nail Salons in LA
Retail
Exclusive
Salon A
Salon B
Salon C
Salon D
Salon H
Salon I
Salon E
Salon F
Salon G
Area of opportunity
Mass
Home-based
ILLUSTRATIVE

ILLUSTRATIVE
High Benefit
Difficult to
Implement
More comfy seats
Easy to
Implement
Low Benefit
Improve Restaurant’s Customer Experience
Customer service
training for all staff
New sound system
Mobile payment
system
iPad ordering system
Drones serving food
CRM system
Do it now!
Parking lot
Discard
Prioritization Map
A Prioritization Map allows you to map your ideas based on the ease
of implementation against the level of benefit to users

Observer’s note on feedback of Phone A
Customer profile / background
§ Harry Smith, 36
§ Lawyer, single
Pros of concept / prototype Cons of concept / prototype
§ Could turn on Phone A easily
§ Attracted by the colors
§ Commented on the ease of the buttons
§ Pleased with the features included in Phone A
§ Confused by the user interface for settings
§ Frowned at the price of Phone A
§ Commented that the size of Phone A is too big for his
pocket
Any other feedback
§ Asked if there is any problem if he wants to switch to Phone A from his existing phone
ILLUSTRATIVE
User Feedback
A User Feedback template is a useful tool for the documenting of
experiences that a user has with a product or service

The Kano Model classifies customer preferences into three distinct
categories and have a different impact on customer satisfaction
when fulfilled or unfulfilled
Kano Model
Source: Noriaki Kano
Satisfaction
Requirement
Unfulfilled
Requirement
Fulfilled
Dissatisfaction
Performance
(Satisfier)
Delighters
Basic
(Dissatisfier)

The Analytical & Creative Approaches to Problem Solving follow
similar divergent and convergent ways of thinking
PROBLEM
SOLUTION
PROBLEM
SOLUTION
RIGHT BRAIN
Intuition, Emotion
LEFT BRAIN
Rationality, Logic
Understand & observe
Define point of view (POV)
Ideate
Develop & test prototypes
Perform situation analysis
Find & define goals
Develop solution variants
Assess & select
Solution Space
Problem Space
FEEDBACK
LOOPS
ITERATIONS
Problem Solving Approaches
Source: Adapted from Lewrick et al., 2018

The Five Whys is an iterative interrogative technique used to determine
the root cause of a problem by repeating the question “Why?”
Why? Answer
1 Why is there oil on the floor?
Oil leaks from the cylinder rod when
activated.
2 Why did oil leak? The O-ring was cut.
3 Why was the O-ring cut? The rod was flawed.
4 Why was the rod flawed? Dirt in the oil abrades the rod.
5 Why did dirt get in the oil?
There are holes and gaps on the upper
plate of the tank.
Five Whys ILLUSTRATIVE
Root Cause

Operational Excellence Consulting is a management training and consulting
firm that assists organizations in improving business performance and
effectiveness. Based in Singapore, the firm’s mission is to create business
value for organizations through innovative design and operational excellence
management training and consulting solutions. For more information, please
visit www.oeconsulting.com.sg

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