Design Thinking Workshop: Egencia Mobile Homepage  A half-day workshop built around Design Thinking and rapid ideation of ideas for the new Egencia Mobile Homepage. In the spirit of transparency and open source knowledge, I wanted to share my wins and obstacles from a Design Thinking workshop I ran last year. You will find the full agenda, worksheet and key takeaways for each design play.

1. Design Thinking: Contextual Home Page
Egencia Design 1
The Agenda
Understand (50 min)
1. How Might We (20 min)
a. Brainstorm as many ideas and solutions as possible.
b. There are no wrong ideas.
c. Use the HMW for guidance, but don’t let it hold you back.
2. Affinity Mapping (30 min)
a. Group like items
b. Stack rank tasks
Define (10 min)
1. Venn Diagram – mobile vs desktop
a. What tasks/needs are only available on Mobile/Desktop?
b. What tasks/needs overlap?
Decide (30 min)
2. Create Decision Framework
a. What are our current features?
b. What would the incremental features be?
c. What would the evolutionary features be?
d. What are the aspirational (North Star) features?
Sketch (15 min)
3. Crazy Eights
a. 8 Minutes to sketch out 8 different solutions
b. 7 minutes to present to your favorite solution to your group
Wrap up (15 min)
Final discussions and takeaways

2. Design Thinking: Contextual Home Page
Egencia Design 2
The Problem Statement
Show the most relevant information/offers/functionality to a user
at any given time based on their role/permissions, booking habits
and other Egencia information that we have to provide them with
the most optimal launch point for the task that they're trying to
complete.
A disjointed experience
The old logic would try to direct the user to the location in the app that's most relevant
to them.
• Have alerts? Go there first (Alerts)
• Have trips? That's option 2 (Trips)
• No alerts or trips? Well then you must want to book something... Most people
book (Flights)
• Not allowed to book flights? How about (Hotels)?
This was a great starting point. However, OpinionLab feedback was always filled with
user confusion. Users had trouble discerning the pattern.
New user roles
The other major motivator for focusing on what happens when a user opens the app is
the expanding set of problems that app users can solve with their device on the go.
Originally the app was only a TripNavigator : a tool to enhance the in-trip experience for
a Traveler. Now that we're exploring other functionality we have to be cognizant of how
each of these different types of users go about solving the problem that's most
important to them.

3. Design Thinking: Contextual Home Page
Egencia Design 3
Exercise: “How Might We”
Small Group Activity (20 min)
You’ll Need:
1. Sticky notes, markers
2. Your assigned user problem statements
3. Use a thick Sharpie to write your HMW notes
4. When you hear pain points, reframe them as opportunities
5. Write only one HMW idea or opportunity per sticky note
6. If the HMW is not helping you with brainstorming ideas/solutions, write down a
word or a phrase that helps you communicate your idea.
Why we use this structure:
• “How” guides team members to believe the answer is out there.
• “Might” lets team members know their HMW statement might or might not work,
and either possibility is okay
• “We” reminds team members that the Design Sprint is about teamwork and
building on each others’ ideas
Empathizing question examples:
• How might we communicate through our Mobile Home Page?
• How might we deliver users’ most time sensitive tasks?
• How might we cater to each unique user?
• How might we make users feel secure within our product?
• How might we influence users to interact with all features?
• How might we better listen to users?
• How might we act more quickly to users’ concerns?
• How might we drive users deeper into the buying funnel?
• How might we bring excitement and joy to our product?

4. Design Thinking: Contextual Home Page
Egencia Design 4
Exercise: “Affinity Mapping”
Large Group Activity (30 min)
Directions:
1. Take one post-it and make it the first post-it in the first group.
2. Take the next post-it and ask, “Is this similar to the first one or is it different?”.
Then, you will place it in the first group or into its own group.
3. You continue post-it by post-it as you place similar ideas together and create new
groups when ideas do not fit into an existing cluster.
4. You should now have 3-10 groups, so it’s time to talk about the best elements of
those clusters.
5. Name the clusters to help you create an information structure and discover
themes.
6. Rank the most important clusters over less important clusters. Be aware which
values, motives, and priorities you use as foundation ideas before you start
ranking: Is this your user’s priorities, your company’s, the market’s, the
stakeholder’s, or your own? Which ones should you put most emphasis on?
Notes:

5. Design Thinking: Contextual Home Page
Egencia Design 5
Exercise: “Venn Diagram”
Individual Activity (10 min)
MOBILE ONLY DESKTOP ONLY

6. Design Thinking: Contextual Home Page
Egencia Design 6
CURRENT OFFERINGS
Exercise: “Decision Framework”
Small Group Activity (30 min)
Revolutionary
Evolutionary
Incremental
NEW OFFERINGS
MOBILE
DESKTOP

7. Design Thinking: Contextual Home Page
Egencia Design 7
Exercise: “Decision Framework”
Small Group Activity (30 min)
Directions:
1. Utilizing the prioritized list of features/solutions we came up with as a group.
2. List out in each section where our prioritized list of solutions would fall into the
three categories.
3. Incremental: in this section list out the features that theoretically (please don’t
get to bogged down with HOW we will execute) we could produce with minimal
work effort because we would be building off a current feature.
4. Evolutionary: in this section write down any solutions that could be implemented
after adoption of the incremental changes. These features would have some
dependencies but are still obtainable.
5. Revolutionary: in this section this is where are “Blue Sky” or “North Star” features
go. This could be ideas that hinge on undiscovered technology but are super cool
ideas (e.g flying cars, retina scanning ID’s instead of passports at airports).
Exercise: “Crazy 8’s”
Individual/Small Group Activity (15 min)
Directions:
1. Use the outline on the next page.
2. You will have 1 minute to sketch out a solution. 8 rounds.
3. Choose either 8 different solutions or refine 1 solution over each 1 minute round.
4. Choose your favorite sketch to share with your group.

8. Design Thinking: Contextual Home Page
Egencia Design 8