Design thinking. HBO, Pepsi-Cola and the World Bank use it. Harvard, Oxford and Stanford teach it. The computer mouse and iPod resulted from it. So what is it? Design thinking is a human-centered methodology that harnesses creativity, produces valuable ideas quickly and generates products and services based on people’s needs and wants. A proven approach to solve tricky problems, it is a powerful tool that, when used effectively, can be the foundation for uncovering new opportunities and driving business forward. This presentation covers the main principles and stages in the process of design thinking.

1. Design Thinking
Introduction to the big principles of design thinking.

2. This presentation is brought to you by..
Razan Sadeq
Experience Designer
User Researcher
Workshops & Training
Public speaking
www.razsadeq.com

3. What is Design Thinking?
Project
“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, president and CEO of IDEO

5. What is Design Thinking?
A way of thinking that help you
innovate and solve problems like a designer.
RESEARCH DEFINE IDEATE PROTOTYPE EXECUTE

6. Why?
Understanding the
mindset of people you
are building this* for
consideration of a wide
and fresh array of
solutions
developing a deep
understanding of
unmet needs
avoiding the pitfall of
imposing the wrong
solution on a community
* This can be a service, product, course, program, process,.. etc

7. Case Studies
Past.fmATM INTERFACE
How did design thinking transformed airbnb Watch Design Thinking Movie

9. Principles of Design Thinking
Iterative process
Holistic (systems thinking)
Optimistic
Collaborative (team effort)
Experimental
User-centric
Experience design (emotional aspects)

10. The 5 Stages of Design Thinking
RESEARCH DEFINE IDEATE PROTOTYPE EXECUTE

11. 1. Research
To create meaningful innovations, you need to understand
the needs of your customers, and how they think and feel.
Observe // Engage // Listen

12. Interview Preparation
Brainstorm questions
Keep them Open, no binary questions
plenty of “why?” questions
Identify and order themes
Refine questions

13. Synthesis
Unpack observations
Share stories & quotes
Share pictures
Define point of views
[USER] needs to [USER’S NEED] because/but [SURPRISING INSIGHT]
Park ideas in the parking lot

14. 2. Defining needs / opportunities
Based on what you have learned about your customers and the
context, define the challenge you are taking on.
Synthesise // Define Problem Statement

15. How Might We…?

16. How to generate HMW questions?
Amp up the good: HMW use the kids’ energy to entertain fellow passenger?
Remove the bad: HMW separate the kids from fellow passengers?
Explore the opposite: HMW make the wait the most exciting part of the trip?
Question an assumption: HMW entirely remove the wait time at the airport?
Go after adjectives: HMW we make the rush refreshing instead of harrying?
ID unexpected resources: HMW leverage free time of fellow passengers to share the load?
Create an analogy from need or context: HMW make the airport like a spa? Like a playground?
Play against the challenge: HMW make the airport a place that kids want to go?
Change a status quo: HMW make playful, loud kids less annoying?
Break POV into pieces: HMW entertain kids? HMW slow a mom down? HMW mollify delayed passengers?

17. 3. Ideating
It’s not about coming up with the ‘right’ idea, it’s about
generating the broadest range of possibilities.
Sketch // building on others’ ideas.

18. Brainstorming
One conversation at a time
Go for quantity
Encourage wild ideas
Defer judgement
No Blocking
Build on each other’s ideas
Be visual

19. Brainstorming
Mind maps // Sketches // Screens // Words //Communicative
“How would you solve this with a million dollars?”
“ . . . for free?”
“ . . . without technology?”
“ . . . with no physical objects?”
“How would the government do it?”
“How would this resolve in a Disney movie?”
“What’s the worst idea you can think of?”

20. 4. Prototyping
Build to think and answer questions that get you closer to
your final solution.
Create experience // Get Feedback // Iterate

21. Build to Test
Start building
Don’t spend too long on one prototype
Build with the user in mind.
Build an experience
Think of open questions

22. Capture their feelings
Let your user experience the prototype
Have them talk through their experience
Actively observe
Follow up with questions

23. 5. Execution
Pick the idea that strikes the best balance between user
needs and the organisation goals, execute.
Collaborate // Be Agile

24. Find answers to those questions
Try the business model canvas

25. Your Mindset
Embrace Experimentation
Be Mindful Of Process
Radical Collaboration
Focus on Human Values
Don’t be afraid to fail
Assume a beginner’s mindset
Think of corner cases, but don’t obsess with the details
Be ready to kill your babies

26. Questions?
Tweet me @razsadeq