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Design Thinking 
with 
PERSONAS
How to really innovate any business 
problem or need?
You have a business need? 
Business
But, consumers have needs too 
Consumer
Design Thinking is framework to innovate 
and think different
The Design Thinking journey begins with really 
understanding the customer….. 
http://www.designkit.org/
The Design Thinking journey begins with really 
understanding the customer….. 
Design Thinking 
Phase 
Traditional 
project management 
Phase 
Customers 
need 
Business 
need 
Explore 
Externalise 
Iterating 
Evolve 
Define your business 
problem 
Your need 
Discover 
Crystallize 
Analysis/ 
ideation 
Prototype 
Implementation 
Bridge the gap 
via insight 
Explore –go out into the world 
Source: Adapted from Second Road (www.secondroad.com.au/)
To bridge these needs requires 
a new way of thinking
And it starts with the consumer 
START HERE 
Customers 
what are they thinking, doing and feeling? 
Do we have the 
technology/ 
Process need? 
Does business 
model/case 
make sense? 
Desirability 
Looks at 
Feasibility 
of an idea 
looks at 
Viability 
of an idea 
looks at 
of an idea 
Source: Adapted from IDEO (www.IDEO.com)
…I mean really understand the customer – 
by going out into their world… 
(i.e. not “market research” but contextual/ ethnographic research)
Why?
To build empathy with our customers
Empathy requires you recognise and 
understand another’s point of view
Best way to do this is with a persona
An archetype 
(i.e. model of a person, an ideal example)
BUT… 
personas are more then just demographic information, a persona needs 
to capture the persons behaviour, belief and philosophy. 
More importantly their motivation or intentions.
So, what do we need to 
look for when we 
create our personas?
We need to know what 
they are…
Thinking
Thinking 
Doing
Thinking 
Doing Feeling
Thinking 
Doing Feeling 
in order to build...
Think 
Do Feel 
Empathy
Think 
Do Feel 
Empathy 
Insight
Think 
Do Feel 
Empathy 
Insight 
Opportunities
Think 
Do Feel 
Empathy 
Insight 
Opportunities 
New business ideas
Think 
Do Feel 
Empathy 
Insight 
Opportunities 
New business ideas 
Prototype
Think 
Do Feel 
Empathy 
Insight 
Opportunities 
New business ideas 
Prototype 
Look, listen and 
try it out 
with our persona
Think 
Do 
Empathy 
Insight 
Opportunities 
New business ideas 
Prototype 
Feel 
Look, listen and 
try it out 
with our persona
Tool to help with working out these new 
business ideas, we prototype so see what 
works
Why prototype? 
Building prototype(s) helps us quickly learn about 
the idea and identify what to refinement 
opportunity are need - thus creating an 
optimum result.
If we have that, we have a…
There are also “design methods” 
you can use… 
Method to inspire us, help us come up with 
ideas, help us implement ideas. 
They help us with questions like… 
•How do I conduct interviews with my segment? 
•How do I really get to understand their actions, 
feeling and thoughts? 
•How to turn learning's and insight to 
opportunities? 
•How do I make my ideas reality?
Examples of design methods.. 
How Might We 
Every problem is an opportunity for 
design. By framing your challenge as a 
How Might We question, you’ll set 
yourself up for an innovative solution. 
Interview 
A way to understand the hopes, desires, 
and aspirations of those you’re designing 
for than by talking with them directly. 
Design Principles 
Guardrails of your solution—quick, 
memorable recipes that will help keep 
further iterations consisted 
IDEATION INSPIRATION 
Create a Concept 
A more polished and complete than an 
idea. It’s more sophisticated, it’s 
something that you’ll want to test with the 
people 
Prototype 
A chance to run your solution for a couple 
weeks out in the real world. 
IMPLEMENT 
Pilot 
A longer-term test of your solution and a 
critical step before going to market
Method cards: design tools
Card sorting and affinity diagram 
Raw data points observed from interview 
Grouping insight into patterns 
1. Customers enquiries into data points 
2. Data into patterns 
3. Patterns into insight 
4. Insight into design principles 
Design principles provide you the constrains 
your solution should take into account 
(e.g. Steve Jobs & mouse) 
Develop design principles to ideate
Learn more… 
HCD Toolkit 
A step-by-step guide to the elements 
of human-centered design 
http://www.designkit.org/resources/1 
http://www.ideo.com/ 
http://www.designkit.org/
THANK YOU 
frankichamaki.com

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Design Thinking With Persona

  • 2. How to really innovate any business problem or need?
  • 3. You have a business need? Business
  • 4. But, consumers have needs too Consumer
  • 5. Design Thinking is framework to innovate and think different
  • 6. The Design Thinking journey begins with really understanding the customer….. http://www.designkit.org/
  • 7. The Design Thinking journey begins with really understanding the customer….. Design Thinking Phase Traditional project management Phase Customers need Business need Explore Externalise Iterating Evolve Define your business problem Your need Discover Crystallize Analysis/ ideation Prototype Implementation Bridge the gap via insight Explore –go out into the world Source: Adapted from Second Road (www.secondroad.com.au/)
  • 8. To bridge these needs requires a new way of thinking
  • 9. And it starts with the consumer START HERE Customers what are they thinking, doing and feeling? Do we have the technology/ Process need? Does business model/case make sense? Desirability Looks at Feasibility of an idea looks at Viability of an idea looks at of an idea Source: Adapted from IDEO (www.IDEO.com)
  • 10. …I mean really understand the customer – by going out into their world… (i.e. not “market research” but contextual/ ethnographic research)
  • 11. Why?
  • 12. To build empathy with our customers
  • 13. Empathy requires you recognise and understand another’s point of view
  • 14. Best way to do this is with a persona
  • 15. An archetype (i.e. model of a person, an ideal example)
  • 16. BUT… personas are more then just demographic information, a persona needs to capture the persons behaviour, belief and philosophy. More importantly their motivation or intentions.
  • 17. So, what do we need to look for when we create our personas?
  • 18. We need to know what they are…
  • 22. Thinking Doing Feeling in order to build...
  • 23. Think Do Feel Empathy
  • 24. Think Do Feel Empathy Insight
  • 25. Think Do Feel Empathy Insight Opportunities
  • 26. Think Do Feel Empathy Insight Opportunities New business ideas
  • 27. Think Do Feel Empathy Insight Opportunities New business ideas Prototype
  • 28. Think Do Feel Empathy Insight Opportunities New business ideas Prototype Look, listen and try it out with our persona
  • 29. Think Do Empathy Insight Opportunities New business ideas Prototype Feel Look, listen and try it out with our persona
  • 30. Tool to help with working out these new business ideas, we prototype so see what works
  • 31. Why prototype? Building prototype(s) helps us quickly learn about the idea and identify what to refinement opportunity are need - thus creating an optimum result.
  • 32. If we have that, we have a…
  • 33. There are also “design methods” you can use… Method to inspire us, help us come up with ideas, help us implement ideas. They help us with questions like… •How do I conduct interviews with my segment? •How do I really get to understand their actions, feeling and thoughts? •How to turn learning's and insight to opportunities? •How do I make my ideas reality?
  • 34. Examples of design methods.. How Might We Every problem is an opportunity for design. By framing your challenge as a How Might We question, you’ll set yourself up for an innovative solution. Interview A way to understand the hopes, desires, and aspirations of those you’re designing for than by talking with them directly. Design Principles Guardrails of your solution—quick, memorable recipes that will help keep further iterations consisted IDEATION INSPIRATION Create a Concept A more polished and complete than an idea. It’s more sophisticated, it’s something that you’ll want to test with the people Prototype A chance to run your solution for a couple weeks out in the real world. IMPLEMENT Pilot A longer-term test of your solution and a critical step before going to market
  • 36.
  • 37. Card sorting and affinity diagram Raw data points observed from interview Grouping insight into patterns 1. Customers enquiries into data points 2. Data into patterns 3. Patterns into insight 4. Insight into design principles Design principles provide you the constrains your solution should take into account (e.g. Steve Jobs & mouse) Develop design principles to ideate
  • 38. Learn more… HCD Toolkit A step-by-step guide to the elements of human-centered design http://www.designkit.org/resources/1 http://www.ideo.com/ http://www.designkit.org/

Editor's Notes

  1. Things to take into consideration in website design. Whether you have a multi-disciplinary design team, or are tackling it on your own, these concepts can be applied to your project.