Design thinking is a human-centered approach to innovation that draws from design methods and aims to meet user needs and business objectives. It involves iterative processes like workshops to integrate user perspectives with technical possibilities. While not entirely new, design thinking frameworks can help product teams collaborate across functions. The document provides an example customer journey map for a telecom company and asks how quality assurance professionals can engage with design thinking practices to improve products and customer experiences.

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Design Thinking
How Should QA Professionals Engage
in this “New” UX Methodology?

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Block Chain
Design
Thinking
Innovation
Crypto Currency
Lean
M
VP
Fail Fastparallel
programming

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What is Design Thinking?

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What isn’t Design Thinking?

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What is Design Thinking?

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“Design thinking is a
human-centered
approach to innovation
that draws from the
designer’s toolkit to
integrate the needs of
people, the possibilities of
technology, and the
requirements for business
success.”
Tim Brown, IDEO

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“Think Like a Designer...”

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Design Thinking Process…

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Design Thinking means Workshops…

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“Nothing New Under
the Sun”

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Sons of Anarchy

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Jax Teller = Hamlet

24. 24Clay Morrow = Claudius

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Gemma Teller-Morrow = Gertrude

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So What?

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How Should We Respond?

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Customer calls Vodafone
Customer researches online
Customer goes instore
Customers that already know what a vodem is, proactively go to
find out more online. Customers that are less confident, or are
unfamliar with the vodem may wish to ask a lot of questions, be
reassured or see and touch the device for themselves in store.
Some customers may also prefer face to face interactions, or to
build a relationship with a real person instore that they can go
back to with any problems.
Customer considers purchase in light of their
circumstances and needs.
Customer has seen an ad on TV or in the newspaper
and been prompted by this information to consider
purchasing.
J
Touchpoints Television
Word-of-mouth
Newspaper ad
Direct campaign
to existing customer
Customer needs
to save money
Get laptop online
Be online out and
about a lot
Customer
satisfaction
Customer experience
Vodafone assumptions:
What the customer is thinking
or doing
Ideal experience
1. Passively informed 2. Do I need this?
Positive
Negative
Neutral
3. Get informed
Vodafone Mobile Broadband Prepay:
Customer Journey Map (internal view)
Steps
E E g
E
C

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Questions?