HR InnovationThroughDesign ThinkingHRIDT The P.docx

HR Innovation
Through
Design Thinking
HRIDT
The Power of Self Reflection
What does it mean to Reflect?
We are able to show how we have used a good
awareness of our thoughts, feelings and actions to
systematically track our personal and professional
competencies
Check out this video:
https://www.youtube.com/watch?v=G1bgdwC_m-Y&t=134s
WHAT IS SELF REFLECTION?
https://www.youtube.com/watch?v=G1bgdwC_m-Y&t=134s
Check out this video
https://www.youtube.com/watch?v=3tYsRVo8ZGg&t=198s&

list=PLnUDwDO746jgneQAk4NvLPgOfrX8FMxqN&index=2
WHY IS SELF REFLECTION
IMPORTANT IN BUSINESS?
https://www.youtube.com/watch?v=3tYsRVo8ZGg&t=198s&list
=PLnUDwDO746jgneQAk4NvLPgOfrX8FMxqN&index=2
Mapping Process Understanding
We should be able to
• show our understanding of the effectiveness of
the design thinking process and the critical
thinking of how we can identify opportunities
that the student can propose to enhance the
entire process
• show how we have estimated the
enhancement of our skill set and any steps that
we may want to take to enjoy even greater
success in business innovation and design
Ensure that your CA3
submission shows your
ability to reflect where you
have started on your DT
Journey and what you will
need to do to leap forward!
Slide Number 1HRIDT What does it mean to Reflect?WHAT IS
SELF REFLECTION?WHY IS SELF REFLECTION

IMPORTANT IN BUSINESS?Mapping Process
UnderstandingEnsure that your CA3 submission shows your
ability to reflect where you have started on your DT Journey
and what you will need to do to leap forward!
HR Innovation
Through
Design Thinking
Identify
Persona’s Key
User Needs
Brainstorming
Get Feedback
Showcase your
great idea
Craft “Need”
Questions
Wiork out the
ideas
User journey
How might we
help Mrs Foo lead

a healthier lifestyle with
her family?
CO-CREATION
Prototype as if you are
RIGHT
Seek feedback as if
you are WRONG
Co-creation Set Up
Delegation of Roles
Before users are
brought in to see
your experience
concept
(Experience or
Journey Maps,
Storyboard or Role
Plays), assign roles
and responsibilities
to individual team
members.

Who is the presenter?
Who is the note taker?
Who is the observer?
Who is the story teller?
Who are the actors?
Who are you going to engage –
think of your deployment flow
chart actors
Introduce the exercise
The presenter should introduce the team and explain
the purpose of the exercise and feedback session.
Inform them that the ideas are not final and that the
team would like their open, honest feedback.
Conducting Co-creation
Presenter’s roles
During presentation of the prototype/ story-board/
roleplay
1. Restate target customer and primary needs
2. Play out your best multi-dimensional solution

3. Capture the experience in the
richest way through the eyes of the user
4. Focus on the ‘design elements’
• Tell a Story
• Tell don’t sell
• Welcome
feedback
TIPS
ELEVATOR PITCH
NABC Pitching Tool
HOOK
Make a catchy start to get your
audience’s interest and prepare for the
important pitch about your venture
NABC Pitching Tool
NEED
Describe a specific situation in which a specific customer is

experiencing a
specific problem or need.
Also try to clarify the reason why the customer is experiencing
the problem.
NABC Pitching Tool
APPROACH
Explain how you solve the customer's’
problem
How you expect to make earnings on
your idea?
Who will pay for what?
NABC Pitching Tool
BENEFIT
Identify the great benefits your customers get from using this
solution.
What value do you offer, that nobody else does?
NABC Pitching Tool
COMPETITION

Identify the most obvious competitor to your solution and
compare how your
solution is different from theirs?
Who is the Competition and what are the alternatives now and
in the future,
and why are your Benefits per costs superior?
NABC Pitching Tool
CLOSE
A strong finish will make the pitch or a specific message still
standing after
the presenter left the stage. The outro could be a one-line wrap-
up of
your venture.
What action do you want your audience to take?
HOOK
COMPETITION
BENEFITS
APPROACH
NEED CLOSE
NABC Elevator Pitching Tool

CO-CREATION
EXERCISE
INSTRUCTIONS (30MINS)
1. Set-up and assign tasks for the team members to take on the
respective roles:
Storytellers/Presenter
Note takers / observers
Actors / actress in the case of a role-play
2. Plan to share the entire user experience journey and
prototypes
and then open the floor for feedback.
3. Ask for feedback using 3 simple questions:
1. What do you like?
2. What do you not like?
3. What can be improved?
What’s working for you?
What’s not working for you?
How could this be done better?
During the feedback session, the note taker should take good

notes.
The other team members should sit to the side and not to
distract or influence the
discussion; they can ask questions once the presentation is over.
THINGS TO KEEP IN MIND
1. It costs you (relatively) nothing to explore a new idea in low
res. form.
2. Low resolutiobn generates (more) helpful feedback.
3. Others (including consumers) have an imagination too.
4. The more you take feedback to heart, the greater the advances
you
can make.
Work on your Persona Presentation and
Co-Creation (CA1)
What are your
takeaways?
Slide Number 1Slide Number 2CO-CREATIONPrototype as if
you are �RIGHT��Seek feedback as if you are WRONGSlide
Number 5Slide Number 6Slide Number 7Slide Number 8Slide
Number 9NABC Pitching ToolNABC Pitching ToolNABC
Pitching ToolNABC Pitching ToolNABC Pitching ToolNABC
Pitching ToolNABC Elevator Pitching ToolCO-CREATION

EXERCISESlide Number 18Slide Number 19THINGS TO KEEP
IN MINDSlide Number 21Slide Number 22
HR Innovation
Through
Design Thinking
Identify
Persona’s Key
User Needs
Brainstorming
Get Feedback
Showcase your
great idea
Craft “Need”
Questions
Wiork out the
ideas
User journey
How might we
help Mrs Foo lead

her family?
Integrating your
Concept into an
Ideal Journey
Experience Map
Journey Experience Map is...
...also known as touch-points or
“moments of truth” map.
It visually illustrates users’ processes
and perceptions throughout their
relationships with the organisation /
product / service.
It identifies opportunities to enhance a
user experience.
This is the typical
journey experience of
Sensible Sam.
Positive
experience/
Gain

Negative
experience/
Pain
Taking care of Grandma
together with sibling
and keeping her
accompany
Language barrier
prevents him from
sharing the common
entertainment
with Grandma
Stay positive to keep
encouraging Grandma
who can be negative
about her conditions
At times, due to language
barrier, Sam is unable to
communicate with
Grandma to understand
her conditions
Overloaded with
information and
unsure of what to
read up on Google
to help alleviate
Grandma’s
condition
Unable to cope

when it comes to
carrying Grandma
and risk hurting
her
Journey experience
before your innovation
Identify 2-3 opportunity areas for change!
Before
Arrival
At the
entrance of
Supermarket
At the Fresh
Food section
At the Deli Navigating
within the
supermarket
Cashier ........
Positive
experience/
Gain
Negative
experience/
Pain

Opportunity
for change!
Develop your ideas
into 1 best concept
and draw it out!
Activity
Concept
Integrate your
innovation
Story-
boarding
Map out the new
experience of your
customer
+
Concept Name
Explain and Sketch out your full idea in a
Storyboard

How Does it Work?
What are the Users needs that your Idea
addresses?
Start with
Persona’s
current situation
End with Persona’s improved situation
after
interacting with your idea
Who are the stakeholders involved?
What are the resources required?
Describe your concept with this template...
Concept Name
Storyboard
How Does it Work?
addresses?
Start with Persona’s
current situation
End with Persona’s improved situation after

Consider illustrating details through
Storyboarding...
Positive
experience/
Gain
Negative
experience/
Pain
together with sibling and
keeping her accompany
Language barrier prevents
him from sharing the
common entertainment
with Grandma
encouraging Grandma who
can be negative about her
conditions
How can you innovation help

your user here?
How can the innovation
sustain a better user
experience
Create a
lasting
impact
Ideal User Journey with your innovation
Prototyping
...building an early sample or model to test a concept.
It is a simulation that allows the user to experience
chosen aspects of a potential product.
Prototyping is...
Why is prototyping important in Design Thinking?
https://www.youtube.com/watch?v=Vpd7uov5UM0
Watch from 0:0:00 to 0:2:01

How can we prototype roughly?
https://www.youtube.com/watch?v=k_9Q-KDSb9o
We’re looking for Quick & Dirty models...
The emotional experience with a product or service is
sometimes best expressed by acting it out, taking on the role
of the constituent or customer.
Are you ready
to prototype?
Activity
What are your takeaways?
Slide Number 1Slide Number 2Slide Number 3Slide Number
4Slide Number 5Slide Number 6Slide Number 7Slide Number
12Slide Number 13Slide Number 14Slide Number 15Slide
Number 16Slide Number 17Slide Number 18Slide Number
19Slide Number 20Slide Number 21What are your takeaways?

HR Innovation
Through
Design Thinking
Ethnographic
Research
Design Thinking
Identify
Persona’s Key
User Needs
Brainstorming
Get Feedback
Showcase
your great
idea
Craft “Need”
Questions

Wiork out the
ideas
User journey
How might
we
help Mrs Foo lead
her family?
IDENTIFYING
USER’S NEEDS
User Needs are...
…necessities of a person that arise from the circumstances of a
situation, or lack of something which is seen as necessary.
Can you identify the
Key User Needs?

Identifying the
Unmet Needs
Select 2 of
your most
interesting
interviews
Step 1
Discuss user
interviews
Step 2
Capture
important quotes
Step 4
Identify unmet
user needs
Step 3
Gather quotes &

form conclusions
In pairs
In pairs
In your
team
In your
team
Discuss your user interview
stories in first person.
Listen and put yourself in their
shoes.
Step 1
Discuss user
interviews
In pairs
Write 1 quote on 1 post-it.
Take turns to read out quotes from

transcripts.
In pairs
Step 2
Capture
important
quotes
Cluster similar quotes and form
your conclusion for each cluster.
In your
team
Step 3
Gather quotes
& form
conclusion
Conclusion 1
Identify key user needs from each
conclusion.

In your
team
Step 4
Identify unmet
user needs
Conclusion
Need
1
2
Synthesis
What is the
underlying
unmet
need?
Flexibility in selection
of class timings
Example:

Improving
Student Learning
Experience
Students do not enjoy
morning classes
Conclusion
I dread
8am
classes
I feel so
sleepy
during
morning
classes
It’s tough
to wake
up in
time for
8am
classes
It’s frustrating,

squeezing with
everyone else
on the MRT
I am a night
owl
Step 4
Identify unmet
user needs
In your
team
Submit this step of the process in your CA1
“I want to top the
class because I want
my parents to be
proud of me.”
“I find it hard to
manage my
time well.”
Can you identify the good & bad quotes?

“I want to top
the class.”
“I do not have
enough time
to study.”
class because I
want my parents to
be proud of me.”
manage my
time well.”
GOODBAD
Does not help
us understand
why
Provided
reasons

1 hour
Step 1
Discuss user
interviews
Step 2
Capture
important
quotes
Step 4
Identify unmet
user needs
Step 3
Gather quotes &
form conclusions
In
pairs
In

pairs
In
your
team
In
your
team
Let’s do
this!
How to
Craft Personas
A Persona is...
...fictitious character that is synthesised from
data collected.
How to Develop

a Persona
Synthesize insights gathered
during clustering.
Use data relating to behaviour
patterns, goals, skills,
attitudes, pain points, etc.
Add some fictional personal
details such as a name to
bring
the persona to life.
How to Develop
a Persona
Personas work because they
tell stories.
Stories are part of every
community. Stories spark
imagination as you explore new

ideas. They can ignite action.
How to Develop
a Persona
Bring your Persona to life with
details:
- Differentiate the persona
from others
- List pain points and
unmet needs
- Get to know the persona
(reveal choices, lifestyle or
activities)
Name: ...
Age: ...
Role: ...
4 Brief Profile

PERSONA
NAME
1
Insert a photo
of your persona
2
Insert a life motto
or quote that
characterises your
persona in one or
two sentences..
3
“
”
LIKES
Distill and list 2-5
likes
DISLIKES

GOALS &
MOTIVATIONS
KEY UNMET
NEEDS
Identify your top
unmet needs
Support each need
with a quote and the
context in which the
quote is being said
dislikes
goals and/or
motivations
5
4 Components

Name: Foo Ching Yee
Age: 39
Role: Housewife
FAMILY-CENTRIC
MRS FOO
My life is about my family.
I do my part to save the
Earth for my children and
to educate them.
LIKES
Spending quality time
with her family
Cooking, baking,
watching Korean dramas
Having convenient
amenities
GOALS
Balance personal health

& interests while fulfilling
responsibilities to
parents and children
Family harmony &
happiness
Focused on children’s
interests, safety & well-
being
Desire to inculcate good
attitude & habits in
children
“
”
Having little time for her
own personal interests
DISLIKES
MOTIVATIONS
KEY UNMET NEEDS

I need to be a responsible person who inculcates good habits
in my children.
“What motivates me to recycle is that I want to inculcate my
children with good values.”
Context: Recycling
I need to be lead a healthier lifestyle to ensure that my children
look after themselves and stay healthy.
“I’m happy as long as my family is healthy and happy. My little
one
has asthma and that makes me upset and frustrated. So I would
spend time with my family every weekends to exercise and have
nutritious and balanced diet.”
Context: Family’s Health
FAMILY-CENTRIC
MRS FOO

to educate them.
“
”
Name: Foo Ching Yee
Age: 39
Role: Housewife
Journey Experience
Map

product / service.
user experience.
Meet
Sensible Sam!
For example...
Integrating Your
Persona to Your
Innovation
Personas work because they tell
stories.

This is the typical
Sensible Sam.
Positive
experience/
Gain
Negative
experience/
Pain
Language barrier
prevents him from
sharing the common
entertainment
with Grandma

encouraging Grandma
who can be negative
communicate with
her conditions
Overloaded with
information and
unsure of what to
read up on Google
to help alleviate
Grandma’s
condition
Unable to cope
when it comes to

carrying Grandma
and risk hurting
her
Journey experience
Map the insights
into the journey
Extract the insights from Personas and POEMS
Shoppers want
convenience:
Basket is too
heavy to carry
around. Just
leave it along the
corridor
Shoppers want
the best
products, with the

mentality of best/
freshest is always
hidden below:
Keep digging the
bottom for the
freshest fruits
No expert
knowledge
in
identifying
the
freshest
productsPrefer to
deliver
heavy
goods to
save her
effort

Map the insights gathered from Personas and POEMS into the
journey
based on the touch points
Before
Arrival
At the
entrance of
Supermarket
At the Fresh
Food section
within the
supermarket
Cashier ........
Cluster the similar points together. Give the group a heading!
Before
Arrival

At the
entrance of
Supermarket
At the Fresh
Food section
within the
supermarket
Cashier ........
Rank it based on the emotions of the user.
Before
Arrival
At the
entrance of
Supermarket
At the Fresh
Food section

within the
supermarket
Cashier ........
Positive
experience/
Gain
Negative
experience/
Pain
Draw the line
Before
Arrival
At the
entrance of
Supermarket
At the Fresh

Food section
within the
supermarket
Cashier ........
Positive
experience/
Gain
Negative
experience/
Pain
Before
Arrival
At the
entrance of
Supermarket

At the Fresh
Food section
within the
supermarket
Cashier ........
Positive
experience/
Gain
Negative
experience/
Pain
Opportunity
for change!
By next week...
Compile your persona and current user journey,

with their pain-points and needs identified
Let’s share your
findings through
Gallery Walk!
HR Innovation through
Design Thinking
BA8003
Page 6 of 7
Page 6 of 7 Release No 1
CA 10 (Non Redistributable Component) META MAP AND
REFLECTION PAPER (25%)
DUE ON WEEK 5 (PAIR WORK)
Design a Meta Map that showcase the tools/skillsets acquired
from the Design Thinking

process. Additionally, in a 1,000 words report with a
professional format with font size no smaller
than 11 and 1.5-line spacing, a cover page that shows the title
and name and admission number
of the student, students should highlight their reflection on their
process understanding. Both the
meta map and reflection will be assessed as follows and meets
the following criteria and that
will be assessed on a scale of 1 to 5 as follows:
Criteria &
Weights
Below Expectations
(<3)
Meet Expectations
(3)
Exceed Expectations
(>3)
Meta Map
Content
(20%)
Not very clear or

accurate
representation of the
design thinking
process
Some issues in an
otherwise accurate
flow of the design
thinking process
Clear representation of the
student’s understanding of the
tools, techniques and
sequencing of these tools and
techniques in the ideation and
innovation process of design
thinking
Choice of
medium, size
and execution

of Meta Map
(10%)
Poorly executed
meta map that may
be due to choice of
medium, design,
inappropriate size or
actual creation
Engaging design with
a size and usability
that is easy to handle
and physically it
should not exceed A4
dimensions and
include a description of
each of the items in
the map

Highly engaging and it is in a
medium that is easy to use and
physically it should not exceed
A4 dimensions and include a
description of each of the items
in the map
Meta Map
Organization
(20%)
Poorly organized and
missing of key
elements of the
process
No major flaws in the
organization and
completeness of the

process
Well organized systematically
and show the progression of the
stages of Design Thinking
Reflection on
Process
Enhancement
(25%)
Unable to identify
any benefit of the
current process or to
critically appraise the
current process for
any opportunity for
enhancement
Able to attempt to

show some critical
thinking on the current
process and possible
enhancements
Can show their understanding of
the effectiveness of the design
thinking process and the critical
thinking of how they can identify
opportunities that the student
can propose to enhance the
entire process
Personal
Skillset
Reflection
(25%)
Superficial show of
personal reflection

and does not indicate
much evidence of
personal reflection
Able to indicate the
level of skill set
proficiency
Can show how the student has
estimated the enhancement of
their skill set and any steps that
they may want to take to enjoy
even greater success in
business innovation and design
Table 3: Scoring Rubric for CA3 META MAP & Reflection
marks will be awarded
to any student who violates this (plagiarism) rule.

Design Thinking
BA8003
Page 7 of 7
PARTICIPATION MARK (PM) - Class Participation (15% of
final Grade)
Class participation from students is greatly emphasized and
encouraged. Directed learning time provides
students with the opportunity to do research and field work and
also share their findings in class. Class
participation will be assessed in the following areas:
1) Attendance, punctuality and attitude
2) Constructive contribution to class discussions of concepts
learnt and any discoveries that they
make during their own study and online and in-class quiz
performance
3) Teamwork performance and engaging participation during
non-CA presentations and
stakeholder engagement

4) The table below shows the 3 areas of assessment
Criteria &
Weight
Below Expectations
(less than 60%)
Meets Expectations
(between 60% and 80%)
Exceeds Expectations
(more than 80%)
Attendance
Punctuality &
Attitude
(30%)
3 or more
occurrences without
valid reason;
attitude that is not
very engaging or

constructive
Nil occurrences without
valid reason; an attitude
that is consistently
engaging and constructive
Nil occurrence with a good and
consistent display of professional,
attitude
Class
Sharing
(30%)
Occasionally
contributes to class
discussion or
contributions that
do not show depth

or unable to
elaborate well.
Able to participate
meaningfully and
respectfully in discussions
raised that show that the
student has considered and
thought about the ideas
and concepts in class.
Occasionally able to
generate new discussions.
Able to generate frequently
constructive and meaningful
discussions, sharing and
showcase of work in class that
highlight well thought out and
executed concepts or some new
discoveries that are meaningful

and interesting to the student. The
student should also explain why
their discoveries and personal
work are interesting and
meaningful.
Teamwork
Performance
(40%)
Shows a higher
degree of self-
preservation
instead of working
towards the team’s
needs.
Able to contribute to the
team’s leadership in
steering the work and also

show how the student is
able to work to engage
stakeholders meaningfully
and respectfully.
Shows great ownership and
teamwork by building up team
camaraderie by leveraging on
team strengths and helping others
overcome challenges. Knows
when to step forward and when to
let others do so – able to act as a
catalyst in the team in completing
assigned tasks as well high
degree of stakeholder
engagement.
Table 5: Scoring Rubric for Class Participation (PM)

Ethnographic
Research
Design Thinking
Identify
Persona’s Key
User Needs
Brainstorming
Get Feedback
Showcase your
great idea
Craft “Need”
Questions
Wiork out the
ideas
User journey
How might we
help Mrs Foo lead
her family?

DISCOVERING UNMET NEEDS
& NEW OPPORTUNITIES
Begins with human empathy &
deep user understanding
“Ethnography is a research method in which the researcher
observes people in their natural environment so as to gain
insight
into the ways in which people inhabit their spaces, use their
products and interact with the various physical, social,
economic and ecological systems around them. It is a heavily
qualitative research method, involving much participant-
observation — observing and recording the actions and decision
making processes of individuals and groups in a given
environment.”
Emily Eisenhart – Catapult Design
Quantitative
Research
Qualitative
Research
OBSERVATION
FACE TO FACE
INTERVIEW

The heart of Design Thinking is fully
understanding users.
By understanding users broadly and
deeply, you can uncover unmet needs that
will lead to new opportunities and
breakthrough ideas for both the user and
the enterprise.
Why?
Sometimes customers are so accustomed
to current conditions that they don’t think to
ask for a new solution even if they have
real needs to be addressed.
Reveals shortcomings in existing products
or services and often represent an
innovation opportunity
Empathy begins with immersing oneself
in the other person’s world.
It is the capacity to share and understand

another's emotion, feelings,
motivations and mindsets.
Gain insights that inspire and inform
our thinking leading to actionable
recommendations and strategies.
ETHNOGRAPHIC RESEARCH
OBSERVE ENGAGE EXPERIENCE
• Watch users
• See how they interact
• Video
• User Journals
• Interviews
• Co-Creation
• Reflection
• Simulations
• Role Play
• Try it yourself
Innovation begins with an eye
Observation
To discover fresh insights by studying people in their natural
environments.

Observation and inspiration do not have to be formal.
Observation
An act of noticing or perceiving with all our senses to
uncover (discover) new insight about the world.
Field observation is structured. Unstructured observation
runs the risk of focusing only on the things that interest you,
rather than the dominant things going on.
Field Observation
HOW TO
OBSERVE?
Step 1: Define an activity and select an observation site
Examples of things that you would observe
• What kinds of people are present?
• What objects are present?
• What kind of materials are they made of?
• Where is the action taking place?
• What is the environment?
to see things objectively

Step 2: First Level Observation
Examples of things that you would observe:
• Why is this happening and why are people doing these things?
• What objects are important? What role do they play?
• How are people engaging with each other, with the objects,
and with their surroundings?
• What is the social context that is motivating them to do these
things?
Step 3: Second Level Observation
…to look for meaning
To find new insights…..
Find the right people to observe
People who follow directions perfectly and can’t imagine a
different course aren’t much help.
You will learn from people who take short cuts, who forces
the product to do something the manual says it can’t, who
imagines what it might do ‘if only’
P
O

E
M
S
eople
bjects
nvironment
essages & Media
ervices
PEOPLE
OBJECTS
ENVIRONMENT/
ACTIVITY
MESSAGE & MEDIA
SERVICES
Who are involved? (e.g: parents, vendors, tourists etc.)
How are the people engaging with each other? How are
they related?
What artifacts are important? What roles do they play?
How are people engaging with the objects and with their
surrounding?
Where is the action taking place? How do people behave

in this environment? What is happening? What are the
people doing?
What are the messages and communication media used?
(e.g: signage, posters, apps etc.)
What are the services and support systems provided?
(e.g: hands-on guide, online booking, kiosks etc.)
What do you see?
P.O.E.M.S
Framework3
STEP 1 OBSERVE
Location:
Toa Payoh HDB Hub Food Court
Time:
Weekday Afternoon at 3pm
PEOPLE
Customers ranging from young to old, multi
racial and different background.
OBJECTS
Counter; Queue Barrier; Escalator
ENVIRONMENT/ ACTIVITY

People are queuing for Rojak at air-
conditioned food court. The queue is long
and people in line seem to be very frustrated
and annoyed.
MESSAGES
Foodie award posters, Signages
SERVICES
Self-Service counter, ordering and payment
at the same counter
PEOPLE
Customers ranging from young to old,
multi racial and different background.
OBJECTS
and people in line seem to be very
frustrated and annoyed.
MESSAGES
SERVICES
Self-Service counter, ordering and
payment at the same counter
P.O.E.M.S
Framework3

STEP 2 INSIGHT
Location:
Time:
PEOPLE
The rojak must be suitable for people from
various ages. Halal. Given the time, it can
be a good snack for afternoon tea.
OBJECTS
There is only one store with queue barrier.
The store is situated very near to the
escalator (entrance of food court) which has
heavy human traffic. The store must receive
exceptionally long queue which cause
human traffic congestion therefore the
queue barrier is here to facilitate the queue.
Imagine if it is during peak hour like Lunch,
the queue may extend to the edge of
escalator and human traffic will be blocked.
P.O.E.M.S
Framework3
PEOPLE
OBJECTS

MESSAGES
SERVICES
STEP 2 INSIGHT
People are willing to sacrifice at least
30mins of their time to wait for the rojak. It
must has its attractive point to generate this
long queue. Even so it still cause frustration
on people in line, can be due to the
inefficiency of the staff, the long standing at
queue or the previous customer has order
large quantity of food.
MESSAGES
The rojak store has received numerous
rewards that is related to food
recommendation. This gives the credibility
and quality of food it is providing which
explain the long queue of customer.
SERVICES
There is only 1 counter available for order
taking and payment. Customer can only

place order at the only counter which is
inefficient.
Location:
Time:
P.O.E.M.S
Framework3
PEOPLE
OBJECTS
MESSAGES
SERVICES
STEP 2 INSIGHT

SERVICES
There is only 1 counter and 1 staff available
for order taking and payment. Customer can
only place order at the only counter which is
inefficient. Rojak needs time to prepare.
Even after payment, customer may have to
wait for another few minutes at the counter
before the food is ready. It may cause
crowding at the narrow walkway between
the table and store.
Location:
Time:
Face to Face
Interview
Why one to one
interview?
Cannot take what it is
as it is
Clarify Inference

+ It is possible that while we listen to the interview
conversation we may misinterpret the information and
make incorrect assumptions about what we hear and
observe.
+ It is important to clarify to make sure your inference and
reasoning are in line to the reality
+ Be mindful of your own biases, beliefs, values and pre-
conceived expert opinion on the topic.
Who are involved?
Interviewee
Interviewer
asks open
ended
questions
Note-taker
listens and writes
down interviewee’s
stories, makes
observations, etc.

shares stories
Do you know
your interviewee
well enough?
Do you have a
deep understanding
about him/her?
Ask the
RIGHT
questions!
through
Understanding Human Needs
S P I C E
Need Framework
S
social
P
physical

I
identity
C
communication
E
emotional
S P I C E is ...... ...an approach for one to ensure that a
research is done thoroughly, covering a
comprehensive context and allow deeper
understanding of the interviewee.
S P I EC
SOCIAL PHYSICAL IDENTITY COMMUNICATION
EMOTIONAL
Example: Interview on Hotel Guests
“I like the feeling of
familiarity
in new
surroundings.”
“I like to be a valued
guest than a
faceless digit.”
“Central location;
with good transport

links.”
“I am adventurer
traveller, not
just a tourist.”
“I like to be able
to compare and
cross-reference
prices.”
What does a person need
from people around them?
What does this person
need on a functional and
physical level?
What types of information
does this person need?
need to define for
him/herself?
need emotionally and
psychologically?
What do you like about
travelling?

What do you
look for while looking for
hotel?
Can you
describe yourself as a
traveller?
What information do you
want when you go
shopping?
How do you want to be
treated by the hotel
staff?
Tell me more
about...
What else can
you tell me
about...
Please tell me
about the
story...

Help me
understand
better...
How to probe to gather more information?
Demographics
•Could you tell me a bit about yourself? (Name, age,
marital status, number of children, number of
siblings,etc)
•Are you currently employed? OR What were you
working as before? How long have you worked in this
position? What does/did your job entail?
•What do you enjoy doing most in your free time?
•What are your weekends like?
Personal Motivations
• What drives/motivates you as a person living in
Singapore? Tell me more…
• What do you look forward to? Why? Tell me more…
• What frustrates/upsets you the most? Tell me more
about that experience.
Questions related to the problem

•What was your experience when you first started
working here?
• What do you look forward to when you did something
new for the first time? Why? Tell me more…
• What frustrates/upsets you about starting a new
experience? Tell me more about that experience.
5 Important
questions to ask
Question 1: Did you pick a red car?
Question 2: Which colour of car did you choose?
Question 3: How did you choose the colour for your car?
You’ll notice that the ‘how’ question gives you the
answer to the two questions and above and it tells you
about the context of the decision.
There are common structures for how questions that you
can try in your next interview:
Tell me how the decision affects you?
How would you imagine the app working?
How do you feel when you hear that?
The most important

question to ask
How…
Interviewer: Have you ever forgotten to take your
medication?
Participant: Yes
Interviewer: Why is that?
Participant: Well, there’s a funny thing about my
medicine…
Asking why will help you in a tough situation, but it can
be a frustrating situation for a participant if you’re
constantly asking why why why. So make sure you aim
for an open ended question to begin with.
The second most
important question to
ask
Why...
Interviewer: How do you read the news?
Participant: I have the BBC and Sky news apps on my
phone
Interviewer: Why those apps in particular?

Participant: They are usually the quickest to break news
stories
Interviewer: Why is breaking news important?
Participant: I like to feel like i’m up to speed with the
world
Interviewer: Why do you think it’s important to be up to
speed?
Participant: I don’t like being the last in my friendship
group to hear about things
The third, fourth, fifth
most important question
to ask
Why.
Why. Why.
Lesson learnt
Do not assume what your
interviewees are thinking
Always clarify and ask why!
Within your group, interview 2
person about their onboarding
experience

Design 8-10 interview questions
given.
1 person as interviewer, 1 person
as note taker/observer.
Document the consent and
agreement for the
interview/recording.
As note taker, write down
(transcribe) everything that has
been said and any other
observations.
Now time for you to
conduct your own
user interview
DEEP USER INTERVIEW
INTERVIEW NOTES
Interviewer(s):
Interviewee:
Date/Time of Interview:
Venue:
Email:
Notes Observations / Quotes

Collect information on
areas related to the
project
statement:
• Motivations
• Pain Points
• etc.
Questions:
• Share an experience when ….?
• If there are no constraints, how would you change
…?
• Any areas of improvements…?
• Describe your best and worst experiences….
• etc.

Collect information on:
• Aspirations
• Inspirations
• Motivations
• Pain Points
Sample Questions:
• What drives/motivates you? Tell me more…
• etc.
WHAT KIND OF INFORMATION DO WE NEED TO FIND
OUT ABOUT THE USER?
• Age, Gender, Marital
Status
• Occupation
• Hobbies
• Personal Habits /Practices
• Social Life
Sample Questions:
• Describe your typical weekday/weekend.
• What do you like to do during your free time?
• Why do you like to do these activities?
• What is most important to you in life? Tell me more…
• etc.
DEMOGRAPHICS /
HABITS
PERSONAL
MOTIVATIONS

AREAS RELEVANT TO
THE PROBLEM
STATEMENT
Transcribing
in verbatim –
Poor
example
Note-taker, please take note!
Transcribing
in verbatim –
Better
example
When we meet next week
Come with 3 well transcribed interviews
You can start your first one today in class…
What are you takeaways?
8Slide Number 9Empathy begins with immersing oneself in the

other person’s world.�It is the capacity to share and understand
another's emotion, feelings, motivations and mindsets.�Gain
insights that inspire and inform our thinking leading to
actionable recommendations and strategies.�ETHNOGRAPHIC
RESEARCHSlide Number 12ObservationSlide Number 14Slide
Number 15Slide Number 16Step 1: Define an activity and select
an observation siteSlide Number 18Slide Number 19To find new
insights…..POEMSSlide Number 22Slide Number 23Slide
Number 24P.O.E.M.S FrameworkP.O.E.M.S
FrameworkP.O.E.M.S FrameworkP.O.E.M.S FrameworkSlide
32Slide Number 33Who are involved?Slide Number 35Slide
39Slide Number 40Slide Number 41DemographicsPersonal
MotivationsQuestions related to the problem5 Important
questions to askSlide Number 46Slide Number 47Slide Number
Number 52Transcribing in verbatim – Poor
exampleTranscribing in verbatim – Better exampleWhen we
meet next weekWhat are you takeaways?
HR Innovation
Through
Design Thinking
Identify
Persona’s Key
User Needs
Brainstorming

Get Feedback
Showcase your
great idea
Craft “Need”
Questions
Wiork out the
ideas
User journey
How might we
help Mrs Foo lead
her family?
• $5 billion to build and launch
its infrastructure of satellites to
provide worldwide wireless
phone service
• Needed 66 satellites
• Handset cost USD3K
• Talk time was USD5/min
• Only had 10,000 subscribers
• USD 1.5 billion in debt
• Bankrupt in 1999
Read more:
http://content.time.com/time/specials/packages/article/0,28804,

1898610_1898625_18
98640,00.html
IRIDIUM SATELLITE PHONE
But we do not always have the
ability to innovate with a deep
pockets. In a complex world with
scarcity, we must have a break
through strategy
• Seek Opportunity in Adversity
• Do more with Less
• Think & Act Flexibly
• Keep it Simple
• Include the Margin
• Follow Your Heart
6 PRINCIPLES OF JUGAAD
• Join the 9 dots
using 4 straight
lines without lifting
your pen from the
paper
1st JUGAAD PRINCIPLE
Is there Opportunity in Adversity

2nd JUGAAD PRINCIPLE
How do we do More with Less?
E – Can we eliminate some elements of the
current approach?
R – What are the reasons for the current approach
A – Are there alternatives to the current approach
3rd JUGAAD PRINCIPLE
Can you ACT and THINK flexibly?
• What is this Roman Number?
• Add a line to make it a 6
IX
4th JUGAAD PRINCIPLE
Where is the Margin
• Be as inclusive as you can – whatever , whoever
that was not considered before, think of them!
• Turn it UPSIDE down!

Follow your HEART
“The heart is the
seat of passion,
intuition and
empathy”Radjou et al (2012)
Follow your HEART
• Keep your customers at the centre
• Have the guts to give up your own ideas to
do what is right
• Test your intuitions to get rapid feedback
EI and Business Design
“ Visceral, behavioural, and reflective: These three
very different dimensions are interwoven through

any design. It is not possible to have design without
all three. But more important, note how these three
components interweave both emotions and
cognition”
Donald Norman, Emotional Design, (2004:6)
13
Borrow ebook (from EBL site)
• For smartphone/tablet: scan QR code
• For PC: go to ELISER > Ebooks > Ebook
Library (EBL)
• Download or read online
• Unlimited loans at a time
THREE LEVELS OF DESIGN
Visceral
• Physical features dominate
• Sight, Sound, Feel
How do you know how
to use a Product?
For the product to be used

successfully, the user will need to
have the same mental model as
that of the designer. The designer
can only communicate via the
product – “system image”
(Norman, 2004:76)
BEHAVIORAL
DESIGN
System IMAGE
User’s Mental
Model
Designer’s
Conceptual
Model
BEHAVIORAL DESIGN
IS ALLL ABOUT USE
“begins with understanding the user’s needs”
Norman (2004:83)
REFLECTIVE DESIGN
• Culture
• Memories

• Messaging
• Self Image
What you remember becomes
long term customer experience
Is it just a Watch?
“Swatch is an attitude, an approach to life, a way of
seeing. The sight of a Swatch excites emotion. Wearing
one is a way to communicate, to speak without
speaking. Heart to heart”
http://www.swatch.com/zz_en/about/history.html
http://www.swatch.com/zz_en/about/history.html
Three Levels of Design
Visceral design > Appearance
Behavioural design > The pleasure and
effectiveness of use
Reflective design > Self Image, personal
satisfaction,
memories
EMOTIONAL PRODUCT
DECONSTRUCT
• X – BOX
• Mini Cooper

• Bento Box
• Juicy Saliff
• Google
• EZ-Link Card
• Singapore Airlines
Business Class Seat
• TEO tea Strainer
In Teams of 4-5 students
1. Find out about one the
items on the left
2. Determine if they
exhibit any or all of the
3 levels of design
3. Explain how in a audio-
visual presentation
4. You have XX Mins to be
ready for your preso
today
It’s your turn
to ideate!
Step 1
Identify
Persona’s

Key User
Needs
How might
we
help Mrs Foo lead
a healthier lifestyle
with her family?
6-steps Ideation Process
Step 2
Craft
“Need”
Questions
Step 3
Brainstorm-
ing
Step 4
Cluster into
Themes
Step 5
Improvise
Ideas from
Selected
Theme

Step 6
Ideate
Selected
Idea in
Details
Step 1
Identify Persona’s
Key User Needs
Step 2
Craft “Need”
Questions
Step 3
Brainstorming
Step 4
Cluster into
Themes
Step 5
Improvise Ideas
from Selected
Theme
Step 6
Ideate Selected
Idea in Details
Need:
To lead

with her family
Step 1
Identify key user needs that you want to focus on
Step 1
Key User Needs
Step 2
Craft “Need”
Questions
Step 3
Brainstorming
Step 4
Cluster into
Themes
Step 5
Improvise Ideas
from Selected
Theme
Step 6
Ideate Selected
Idea in Details
Step 2

Craft a question based on the identified key user needs
Need:
To lead
with her family
How might we
help Mrs Foo lead
with her family?
Identify key user needs that you want to
focus on
Key User Needs
Need:
To lead
a healthier
lifestyle with
her family
How might we
help Mrs Foo lead

with her family so
that she can be
stress free?
Craft a question based on the identified
key user needs
Craft “Needs”
Questions
BEAR IN MIND THE
PROJECT FOCUS
How might we
make the wait the
most exciting part
of the trip to reduce
anxiety?
Explore the Opposite:
Craft “HMW”
Questions
BEAR IN MIND THE
PROJECT FOCUS
How might we
make the rush

refreshing instead
of harrying?
Go After Adjectives:
Craft “HMW”
Questions
BEAR IN MIND THE
PROJECT FOCUS
How might we
entirely remove the
wait time at the
airport so that the
travel experience is
enhanced?
Question an Assumption:
Craft “HMW”
Questions
BEAR IN MIND THE
PROJECT FOCUS
How might we
make the airport
like a spa? Like a

playground?
Create an Analogy From Need or
Context:
Craft “HMW”
Questions
BEAR IN MIND THE
PROJECT FOCUS
How might we
make the airport a
place that kids want
to go?
Change Your POV:
Craft “HMW”
Questions
BEAR IN MIND THE
PROJECT FOCUS
How might we
soothe delayed
passengers so that
they will not
complain?

Break POV Into Pieces:
Craft “HMW”
Questions
BEAR IN MIND THE
PROJECT FOCUS
How might we
_______ PERSONA
to ______________ so
that ______?
Craft a question based on the identified
key user needs
Craft “Needs”
Questions
BEAR IN MIND THE
PROJECT FOCUS
Step 1
Key User Needs
Step 2
Craft “Need”
Questions
Step 3

Brainstorming
Step 4
Cluster into
Themes
Step 5
Improvise Ideas
from Selected
Theme
Step 6
Ideate Selected
Idea in Details
Step 3
Share ideas one at a time
Keep generating ideas
Go for volume (ideally 50 ideas per team)
How might we
help Mrs Foo lead
with her family?
Step 1
Key User Needs
Step 2

Craft “Need”
Questions
Step 3
Brainstorming
Step 4
Cluster into
Themes
Step 5
Improvise Ideas
from Selected
Theme
Step 6
Ideate Selected
Idea in Details
Step 4
Cluster your ideas into different themes
How might we
help Mrs Foo lead
with her family?
Step 1
Key User Needs

Step 2
Craft “Need”
Questions
Step 3
Brainstorming
Step 4
Cluster into
Themes
Step 5
Improvise Ideas
from Selected
Theme
Step 6
Ideate Selected
Idea in Details
Step 5
Pick one theme to focus and improve your ideas
How might we
help Mrs Foo lead
with her family?
Choose
one!

Step 1
Key User Needs
Step 2
Craft “Need”
Questions
Step 3
Brainstorming
Step 4
Cluster into
Themes
Step 5
Improvise Ideas
from Selected
Theme
Step 6
Ideate Selected
Idea in Details
Step 5
Pick one theme to focus and improve your ideas
Free yoga
classes that
calms me

down
Free
massage to
physically
relax me
Ambient
music
that
relaxes
me
Personal
Pods that
make you
feel safe
(Cocoon)
Nature
theme decor
to remove
sterile
atmosphere
Fireplace in
the waiting
room that
gives
warmth
Ocean in the
room that
makes me
feel like I

am on
vacation
Decals on
the room
walls
Nature’s
scent to
make one
feel more
relax
Bring more
plants &
sunlight
indoors
Projection
on big
screens
Sound and
music to
help sooth
emotions
Nature theme
decor to
remove sterile
atmosphere
Ocean in the
room that
makes me

feel like I am
on vacation
Step 1
Key User Needs
Step 2
Craft “Need”
Questions
Step 3
Brainstorming
Step 4
Cluster into
Themes
Step 5
Improvise Ideas
from Selected
Theme
Step 6
Ideate Selected
Idea in Details
Step 6
Pick 1-2 ideas and ideate in more details
Free yoga

classes that
calms me
down
Free
massage to
physically
relax me
Ambient
music
that
relaxes
me
Personal
Pods that
make you
feel safe
(Cocoon)
Nature
theme decor
to remove
sterile
atmosphere
Fireplace in
the waiting
room that
gives
warmth
Ocean in the
room that

makes me
feel like I
am on
vacation
Decals on
the room
walls
Nature’s
scent to
make one
feel more
relax
Bring more
plants &
sunlight
indoors
Projection
on big
screens
Sound and
music to
help sooth
emotions
Nature theme
decor to
remove sterile
atmosphere
Ocean in the

room that
makes me
feel like I am
on vacation
Bring
more
plants &
sunlight
indoors
Nature’s
scent to
make one
feel more
relax
How do we know which
is the best concept to
develop further?
Prioritisation Matrix
Level of
Difficulty
(money,
people effort,
resources
etc.)

Level of Importance/
Impact
Map the concepts along both
axis to visualize their relative
ease of implementation
Major Project
Quick Wins
Prioritisation Matrix
Amount of
Resources
needed
High Impact
Low
High
Select the ideas that best address the
needs and develop those into a concept!
Free yoga
classes that
calms me
down

Free
massage to
physically
relax me
Ambient
music
that
relaxes
me
Personal
Pods that
make you
feel safe
(Cocoon)
Nature
theme
decor to
remove
sterile
atmosphereFireplace in
the waiting
room that
gives
warmth
Ocean in the
room that
makes me
feel like I
am on

vacation
Decals on
the room
walls
Nature’s
scent to
make one
feel more
relax
Bring more
plants &
sunlight
indoors
Projection
on big
screens
Sound and
music to
help sooth
emotions
Nature theme
decor to
remove sterile
atmosphere
Ocean in the
room that
makes me
feel like I am

on vacation
Bring
more
plants &
sunlight
indoors
Nature’s
scent to
make one
feel more
relax
Step 1
Identify
Persona’s
Key User
Needs
How might
we
help Mrs Foo lead
with her family?
Step 2
Craft

“Need”
Questions
Step 3
Brainstorm-
ing
Step 4
Cluster into
Themes
Step 5
Improvise
Ideas from
Selected
Theme
Step 6
Ideate
Selected
Idea in
Details
IDEATE AWAY!

12EI and Business DesignSlide Number 14THREE LEVELS OF
DESIGNHow do you know how to use a Product?For the
product to be used successfully, the user will need to have the
same mental model as that of the designer. The designer can
only communicate via the product – “system image” (Norman,
2004:76)BEHAVIORAL DESIGN IS ALLL ABOUT
USEREFLECTIVE DESIGNIs it just a Watch?Three Levels of
DesignEMOTIONAL PRODUCT DECONSTRUCTSlide Number
236-steps Ideation Process6-steps Ideation Process6-steps
Ideation ProcessSlide Number 27Slide Number 28Slide Number
Number 33Slide Number 34Slide Number 356-steps Ideation
Process6-steps Ideation Process6-steps Ideation Process6-steps
Ideation Process6-steps Ideation ProcessSlide Number 41Slide
Number 42Slide Number 43Slide Number 446-steps Ideation
ProcessSlide Number 46What are your takeaways?
HR Innovation
Through
Design Thinking
Identify
Persona’s Key
User Needs
Brainstorming
Get Feedback
Showcase your

great idea
Craft “Need”
Questions
Wiork out the
ideas
User journey
How might we
help Mrs Foo lead
her family?
Integrating your
Concept into an
Ideal Journey
Experience Map
product / service.

user experience.
This is the typical
Sensible Sam.
Positive
experience/
Gain
Negative
experience/
Pain
together with sibling
and keeping her
accompany
Language barrier
prevents him from
sharing the common
entertainment
with Grandma
encouraging Grandma
who can be negative

communicate with
her conditions
Overloaded with
information and
unsure of what to
read up on Google
to help alleviate
Grandma’s
condition
Unable to cope
when it comes to
carrying Grandma
and risk hurting
her
Journey experience
Before
Arrival
At the
entrance of
Supermarket
At the Fresh
Food section

within the
supermarket
Cashier ........
Positive
experience/
Gain
Negative
experience/
Pain
Opportunity
for change!
Develop your ideas
into 1 best concept
and draw it out!
Activity
Concept
Integrate your
innovation
Story-
boarding

Map out the new
experience of your
customer
+
Concept Name
Storyboard
How Does it Work?
addresses?
Start with
Persona’s
current situation
End with Persona’s improved situation
after
Describe your concept with this template...

Concept Name
Storyboard
How Does it Work?
addresses?
Start with Persona’s
current situation
End with Persona’s improved situation after
Consider illustrating details through
Storyboarding...
Positive
experience/
Gain
Negative
experience/
Pain

Language barrier prevents
him from sharing the
common entertainment
with Grandma
encouraging Grandma who
can be negative about her
conditions
How can you innovation help
your user here?
How can the innovation
sustain a better user
experience
Create a
lasting
impact
Ideal User Journey with your innovation
Prototyping
...building an early sample or model to test a concept.

It is a simulation that allows the user to experience
chosen aspects of a potential product.
Prototyping is...
Why is prototyping important in Design Thinking?
How can we prototype roughly?
We’re looking for Quick & Dirty models...
The emotional experience with a product or service is
sometimes best expressed by acting it out, taking on the role
of the constituent or customer.
Are you ready

to prototype?
Activity
19Slide Number 20Slide Number 21What are your takeaways?
HR Innovation
Through
Design Thinking
Ethnographic
Research
Design Thinking
Identify
Persona’s Key

User Needs
Brainstorming
Get Feedback
Showcase
your great
idea
Craft “Need”
Questions
Wiork out the
ideas
User journey
How might
we
help Mrs Foo lead
her family?
IDENTIFYING
USER’S NEEDS

User Needs are...
…necessities of a person that arise from the circumstances of a
situation, or lack of something which is seen as necessary.
Can you identify the
Key User Needs?
Identifying the
Unmet Needs
Select 2 of
your most
interesting
interviews
Step 1
Discuss user
interviews
Step 2

Capture
important quotes
Step 4
Identify unmet
user needs
Step 3
Gather quotes &
form conclusions
In pairs
In pairs
In your
team
In your
team
Discuss your user interview
stories in first person.
Listen and put yourself in their

shoes.
Step 1
Discuss user
interviews
In pairs
Write 1 quote on 1 post-it.
Take turns to read out quotes from
transcripts.
In pairs
Step 2
Capture
important
quotes
Cluster similar quotes and form
your conclusion for each cluster.
In your
team

Step 3
Gather quotes
& form
conclusion
Conclusion 1
Identify key user needs from each
conclusion.
In your
team
Step 4
Identify unmet
user needs
Conclusion
Need
1
2
Synthesis

What is the
underlying
unmet
need?
Flexibility in selection
of class timings
Example:
Improving
Student Learning
Experience
Students do not enjoy
morning classes
Conclusion
I dread
8am
classes
I feel so
sleepy
during
morning

classes
It’s tough
to wake
up in
time for
8am
classes
It’s frustrating,
squeezing with
everyone else
on the MRT
I am a night
owl
Step 4
Identify unmet
user needs
In your
team
Submit this step of the process in your CA1

class because I want
my parents to be
proud of me.”
manage my
time well.”
Can you identify the good & bad quotes?
“I want to top
the class.”
“I do not have
enough time
to study.”
class because I
want my parents to
be proud of me.”
manage my

time well.”
GOODBAD
Does not help
us understand
why
Provided
reasons
1 hour
Step 1
Discuss user
interviews
Step 2
Capture
important
quotes
Step 4
Identify unmet

user needs
Step 3
Gather quotes &
form conclusions
In
pairs
In
pairs
In
your
team
In
your
team
Let’s do
this!
How to

Craft Personas
A Persona is...
...fictitious character that is synthesised from
data collected.
How to Develop
a Persona
Synthesize insights gathered
during clustering.
Use data relating to behaviour
patterns, goals, skills,
attitudes, pain points, etc.
Add some fictional personal
details such as a name to
bring
the persona to life.

How to Develop
a Persona
Personas work because they
tell stories.
How to Develop
a Persona
Bring your Persona to life with
details:
- Differentiate the persona
from others
- List pain points and
unmet needs
- Get to know the persona

(reveal choices, lifestyle or
activities)
Name: ...
Age: ...
Role: ...
4 Brief Profile
PERSONA
NAME
1
Insert a photo
of your persona
2
Insert a life motto
or quote that
characterises your
persona in one or
two sentences..

3
“
”
LIKES
likes
DISLIKES
GOALS &
MOTIVATIONS
KEY UNMET
NEEDS
Identify your top
unmet needs
Support each need
with a quote and the
context in which the
quote is being said

dislikes
goals and/or
motivations
5
4 Components
Name: Foo Ching Yee
Age: 39
Role: Housewife
FAMILY-CENTRIC
MRS FOO
to educate them.
LIKES
Spending quality time

with her family
Cooking, baking,
watching Korean dramas
Having convenient
amenities
GOALS
Balance personal health
& interests while fulfilling
responsibilities to
parents and children
Family harmony &
happiness
Focused on children’s
interests, safety & well-
being
Desire to inculcate good
attitude & habits in
children

“
”
Having little time for her
own personal interests
DISLIKES
MOTIVATIONS
KEY UNMET NEEDS
I need to be a responsible person who inculcates good habits
in my children.
“What motivates me to recycle is that I want to inculcate my
children with good values.”
Context: Recycling
I need to be lead a healthier lifestyle to ensure that my children
look after themselves and stay healthy.
“I’m happy as long as my family is healthy and happy. My little
one
has asthma and that makes me upset and frustrated. So I would
spend time with my family every weekends to exercise and have

nutritious and balanced diet.”
Context: Family’s Health
FAMILY-CENTRIC
MRS FOO
to educate them.
“
”
Name: Foo Ching Yee
Age: 39
Role: Housewife
Journey Experience
Map

product / service.
user experience.
Meet
Sensible Sam!
For example...
Integrating Your
Persona to Your
Innovation

Personas work because they tell
stories.
This is the typical
Sensible Sam.
Positive
experience/
Gain
Negative
experience/
Pain

Language barrier
prevents him from
sharing the common
entertainment
with Grandma
encouraging Grandma
who can be negative
communicate with
her conditions
Overloaded with
information and

unsure of what to
read up on Google
to help alleviate
Grandma’s
condition
Unable to cope
when it comes to
carrying Grandma
and risk hurting
her
Journey experience
Map the insights
into the journey
Extract the insights from Personas and POEMS
Shoppers want
convenience:
Basket is too

heavy to carry
around. Just
leave it along the
corridor
Shoppers want
the best
products, with the
mentality of best/
freshest is always
hidden below:
Keep digging the
bottom for the
freshest fruits
No expert
knowledge
in
identifying
the

freshest
productsPrefer to
deliver
heavy
goods to
save her
effort
Map the insights gathered from Personas and POEMS into the
journey
based on the touch points
Before
Arrival
At the
entrance of
Supermarket
At the Fresh
Food section

within the
supermarket
Cashier ........
Cluster the similar points together. Give the group a heading!
Before
Arrival
At the
entrance of
Supermarket
At the Fresh
Food section
within the
supermarket
Cashier ........
Rank it based on the emotions of the user.

Before
Arrival
At the
entrance of
Supermarket
At the Fresh
Food section
within the
supermarket
Cashier ........
Positive
experience/
Gain
Negative
experience/
Pain

Draw the line
Before
Arrival
At the
entrance of
Supermarket
At the Fresh
Food section
within the
supermarket
Cashier ........
Positive
experience/
Gain
Negative
experience/
Pain

Before
Arrival
At the
entrance of
Supermarket
At the Fresh
Food section
within the
supermarket
Cashier ........
Positive
experience/
Gain
Negative
experience/

Pain
Opportunity
for change!
By next week...
Compile your persona and current user journey,
with their pain-points and needs identified
Let’s share your
findings through
Gallery Walk!
Ethnographic
Research
Design Thinking

Identify
Persona’s Key
User Needs
Brainstorming
Get Feedback
Showcase your
great idea
Craft “Need”
Questions
Wiork out the
ideas
User journey
How might we
help Mrs Foo lead
her family?
DISCOVERING UNMET NEEDS
& NEW OPPORTUNITIES
Begins with human empathy &
deep user understanding

“Ethnography is a research method in which the researcher
observes people in their natural environment so as to gain
insight
into the ways in which people inhabit their spaces, use their
products and interact with the various physical, social,
economic and ecological systems around them. It is a heavily
qualitative research method, involving much participant-
observation — observing and recording the actions and decision
making processes of individuals and groups in a given
environment.”
Emily Eisenhart – Catapult Design
Quantitative
Research
Qualitative
Research
OBSERVATION
FACE TO FACE
INTERVIEW
The heart of Design Thinking is fully
understanding users.

By understanding users broadly and
deeply, you can uncover unmet needs that
will lead to new opportunities and
breakthrough ideas for both the user and
the enterprise.
Why?
Sometimes customers are so accustomed
to current conditions that they don’t think to
ask for a new solution even if they have
real needs to be addressed.
Reveals shortcomings in existing products
or services and often represent an
innovation opportunity
Empathy begins with immersing oneself
in the other person’s world.
It is the capacity to share and understand
another's emotion, feelings,
motivations and mindsets.
Gain insights that inspire and inform
our thinking leading to actionable
recommendations and strategies.

ETHNOGRAPHIC RESEARCH
OBSERVE ENGAGE EXPERIENCE
• Watch users
• See how they interact
• Video
• User Journals
• Interviews
• Co-Creation
• Reflection
• Simulations
• Role Play
• Try it yourself
Innovation begins with an eye
Observation
To discover fresh insights by studying people in their natural
environments.
Observation and inspiration do not have to be formal.
Observation

An act of noticing or perceiving with all our senses to
uncover (discover) new insight about the world.
Field observation is structured. Unstructured observation
runs the risk of focusing only on the things that interest you,
rather than the dominant things going on.
Field Observation
HOW TO
OBSERVE?
Step 1: Define an activity and select an observation site
Examples of things that you would observe
• What kinds of people are present?
• What objects are present?
• What kind of materials are they made of?
• Where is the action taking place?
• What is the environment?
to see things objectively
Step 2: First Level Observation
Examples of things that you would observe:

• Why is this happening and why are people doing these things?
• What objects are important? What role do they play?
• How are people engaging with each other, with the objects,
and with their surroundings?
• What is the social context that is motivating them to do these
things?
Step 3: Second Level Observation
…to look for meaning
To find new insights…..
Find the right people to observe
People who follow directions perfectly and can’t imagine a
different course aren’t much help.
You will learn from people who take short cuts, who forces
the product to do something the manual says it can’t, who
imagines what it might do ‘if only’
P
O
E
M
S
eople

bjects
nvironment
essages & Media
ervices
PEOPLE
OBJECTS
ENVIRONMENT/
ACTIVITY
MESSAGE & MEDIA
SERVICES
Who are involved? (e.g: parents, vendors, tourists etc.)
How are the people engaging with each other? How are
they related?
What artifacts are important? What roles do they play?
How are people engaging with the objects and with their
surrounding?
Where is the action taking place? How do people behave
in this environment? What is happening? What are the
people doing?
What are the messages and communication media used?
(e.g: signage, posters, apps etc.)

What are the services and support systems provided?
(e.g: hands-on guide, online booking, kiosks etc.)
What do you see?
P.O.E.M.S
Framework3
STEP 1 OBSERVE
Location:
Time:
PEOPLE
Customers ranging from young to old, multi
racial and different background.
OBJECTS
and people in line seem to be very frustrated
and annoyed.
MESSAGES

SERVICES
Self-Service counter, ordering and payment
at the same counter
PEOPLE
OBJECTS
MESSAGES
SERVICES
P.O.E.M.S
Framework3
STEP 2 INSIGHT
Location:

Time:
PEOPLE
The rojak must be suitable for people from
various ages. Halal. Given the time, it can
be a good snack for afternoon tea.
OBJECTS
There is only one store with queue barrier.
The store is situated very near to the
escalator (entrance of food court) which has
heavy human traffic. The store must receive
exceptionally long queue which cause
human traffic congestion therefore the
queue barrier is here to facilitate the queue.
Imagine if it is during peak hour like Lunch,
the queue may extend to the edge of
escalator and human traffic will be blocked.
P.O.E.M.S
Framework3
PEOPLE
OBJECTS

MESSAGES
SERVICES
STEP 2 INSIGHT
People are willing to sacrifice at least
30mins of their time to wait for the rojak. It
must has its attractive point to generate this
long queue. Even so it still cause frustration
on people in line, can be due to the
inefficiency of the staff, the long standing at
queue or the previous customer has order
large quantity of food.
MESSAGES
The rojak store has received numerous
rewards that is related to food
recommendation. This gives the credibility
and quality of food it is providing which
explain the long queue of customer.
SERVICES
There is only 1 counter available for order
taking and payment. Customer can only
place order at the only counter which is
inefficient.
Location:

Time:
P.O.E.M.S
Framework3
PEOPLE
OBJECTS
MESSAGES
SERVICES
STEP 2 INSIGHT
SERVICES
There is only 1 counter and 1 staff available
for order taking and payment. Customer can
only place order at the only counter which is
inefficient. Rojak needs time to prepare.
Even after payment, customer may have to

wait for another few minutes at the counter
before the food is ready. It may cause
crowding at the narrow walkway between
the table and store.
Location:
Time:
Face to Face
Interview
Why one to one
interview?
Cannot take what it is
as it is
Clarify Inference
+ It is possible that while we listen to the interview
conversation we may misinterpret the information and
make incorrect assumptions about what we hear and
observe.
+ It is important to clarify to make sure your inference and

reasoning are in line to the reality
+ Be mindful of your own biases, beliefs, values and pre-
conceived expert opinion on the topic.
Who are involved?
Interviewee
Interviewer
asks open
ended
questions
Note-taker
listens and writes
down interviewee’s
stories, makes
observations, etc.
shares stories
Do you know
your interviewee

well enough?
Do you have a
deep understanding
about him/her?
Ask the
RIGHT
questions!
through
Understanding Human Needs
S P I C E
Need Framework
S
social
P
physical
I
identity
C
communication

E
emotional
S P I C E is ...... ...an approach for one to ensure that a
research is done thoroughly, covering a
comprehensive context and allow deeper
understanding of the interviewee.
S P I EC
SOCIAL PHYSICAL IDENTITY COMMUNICATION
EMOTIONAL
Example: Interview on Hotel Guests
“I like the feeling of
familiarity
in new
surroundings.”
“I like to be a valued
guest than a
faceless digit.”
“Central location;
with good transport
links.”
“I am adventurer
traveller, not
just a tourist.”

“I like to be able
to compare and
cross-reference
prices.”
What does a person need
from people around them?
need on a functional and
physical level?
What types of information
does this person need?
need to define for
him/herself?
need emotionally and
psychologically?
What do you like about
travelling?
What do you
look for while looking for
hotel?

Can you
describe yourself as a
traveller?
What information do you
want when you go
shopping?
How do you want to be
treated by the hotel
staff?
Tell me more
about...
What else can
you tell me
about...
Please tell me
about the
story...
Help me
understand
better...
How to probe to gather more information?

Demographics
•Could you tell me a bit about yourself? (Name, age,
marital status, number of children, number of
siblings,etc)
•Are you currently employed? OR What were you
working as before? How long have you worked in this
position? What does/did your job entail?
•What do you enjoy doing most in your free time?
•What are your weekends like?
Personal Motivations
• What drives/motivates you as a person living in
Singapore? Tell me more…
Questions related to the problem
•What was your experience when you first started
working here?
• What do you look forward to when you did something
new for the first time? Why? Tell me more…

• What frustrates/upsets you about starting a new
experience? Tell me more about that experience.
5 Important
questions to ask
Question 1: Did you pick a red car?
Question 2: Which colour of car did you choose?
Question 3: How did you choose the colour for your car?
You’ll notice that the ‘how’ question gives you the
answer to the two questions and above and it tells you
about the context of the decision.
There are common structures for how questions that you
can try in your next interview:
Tell me how the decision affects you?
How would you imagine the app working?
How do you feel when you hear that?
The most important
question to ask
How…

Interviewer: Have you ever forgotten to take your
medication?
Participant: Yes
Interviewer: Why is that?
Participant: Well, there’s a funny thing about my
medicine…
Asking why will help you in a tough situation, but it can
be a frustrating situation for a participant if you’re
constantly asking why why why. So make sure you aim
for an open ended question to begin with.
The second most
important question to
ask
Why...
Interviewer: How do you read the news?
Participant: I have the BBC and Sky news apps on my
phone
Interviewer: Why those apps in particular?
Participant: They are usually the quickest to break news
stories
Interviewer: Why is breaking news important?
Participant: I like to feel like i’m up to speed with the

world
Interviewer: Why do you think it’s important to be up to
speed?
Participant: I don’t like being the last in my friendship
group to hear about things
The third, fourth, fifth
most important question
to ask
Why.
Why. Why.
Lesson learnt
Do not assume what your
interviewees are thinking
Always clarify and ask why!
Within your group, interview 2
person about their onboarding
experience
Design 8-10 interview questions
given.
1 person as interviewer, 1 person
as note taker/observer.

Document the consent and
agreement for the
interview/recording.
As note taker, write down
(transcribe) everything that has
been said and any other
observations.
Now time for you to
conduct your own
user interview
DEEP USER INTERVIEW
INTERVIEW NOTES
Interviewer(s):
Interviewee:
Date/Time of Interview:
Venue:
Email:
Notes Observations / Quotes

Collect information on
areas related to the
project
statement:
• Motivations
• Pain Points
• etc.
Questions:
• Share an experience when ….?
• If there are no constraints, how would you change
…?
• Any areas of improvements…?
• Describe your best and worst experiences….
• etc.
• Aspirations
• Inspirations
• Motivations
• Pain Points

Sample Questions:
• What drives/motivates you? Tell me more…
• etc.
WHAT KIND OF INFORMATION DO WE NEED TO FIND
OUT ABOUT THE USER?
• Age, Gender, Marital
Status
• Occupation
• Hobbies
• Personal Habits /Practices
• Social Life
Sample Questions:
• Describe your typical weekday/weekend.
• What do you like to do during your free time?
• Why do you like to do these activities?
• What is most important to you in life? Tell me more…
• etc.
DEMOGRAPHICS /
HABITS
PERSONAL
MOTIVATIONS
AREAS RELEVANT TO
THE PROBLEM
STATEMENT

Transcribing
in verbatim –
Poor
example
Note-taker, please take note!
Transcribing
in verbatim –
Better
example
When we meet next week
Come with 3 well transcribed interviews
You can start your first one today in class…
What are you takeaways?
8Slide Number 9Empathy begins with immersing oneself in the
other person’s world.�It is the capacity to share and understand
another's emotion, feelings, motivations and mindsets.�Gain
insights that inspire and inform our thinking leading to
actionable recommendations and strategies.�ETHNOGRAPHIC
RESEARCHSlide Number 12ObservationSlide Number 14Slide
Number 15Slide Number 16Step 1: Define an activity and select

an observation siteSlide Number 18Slide Number 19To find new
insights…..POEMSSlide Number 22Slide Number 23Slide
Number 24P.O.E.M.S FrameworkP.O.E.M.S
FrameworkP.O.E.M.S FrameworkP.O.E.M.S FrameworkSlide
32Slide Number 33Who are involved?Slide Number 35Slide
39Slide Number 40Slide Number 41DemographicsPersonal
MotivationsQuestions related to the problem5 Important
questions to askSlide Number 46Slide Number 47Slide Number
Number 52Transcribing in verbatim – Poor
exampleTranscribing in verbatim – Better exampleWhen we
meet next weekWhat are you takeaways?
HR Innovation
Through
Design Thinking
Identify
Persona’s Key
User Needs
Brainstorming
Get Feedback
Showcase your
great idea

Craft “Need”
Questions
Wiork out the
ideas
User journey
How might we
help Mrs Foo lead
her family?
CO-CREATION
Prototype as if you are
RIGHT
Seek feedback as if
you are WRONG
Co-creation Set Up
Delegation of Roles
Before users are
brought in to see

your experience
concept
(Experience or
Journey Maps,
Storyboard or Role
Plays), assign roles
and responsibilities
to individual team
members.
Who is the presenter?
Who is the note taker?
Who is the observer?
Who is the story teller?
Who are the actors?
Who are you going to engage –
think of your deployment flow
chart actors
Introduce the exercise
The presenter should introduce the team and explain
the purpose of the exercise and feedback session.
Inform them that the ideas are not final and that the
team would like their open, honest feedback.
Presenter’s roles

During presentation of the prototype/ story-board/
roleplay
1. Restate target customer and primary needs
2. Play out your best multi-dimensional solution
3. Capture the experience in the
richest way through the eyes of the user
4. Focus on the ‘design elements’
• Tell a Story
• Tell don’t sell
• Welcome
feedback
TIPS
ELEVATOR PITCH
NABC Pitching Tool
HOOK
Make a catchy start to get your

audience’s interest and prepare for the
important pitch about your venture
NABC Pitching Tool
NEED
Describe a specific situation in which a specific customer is
experiencing a
specific problem or need.
Also try to clarify the reason why the customer is experiencing
the problem.
NABC Pitching Tool
APPROACH
Explain how you solve the customer's’
problem
How you expect to make earnings on
your idea?
Who will pay for what?
NABC Pitching Tool
BENEFIT

Identify the great benefits your customers get from using this
solution.
What value do you offer, that nobody else does?
NABC Pitching Tool
COMPETITION
Identify the most obvious competitor to your solution and
compare how your
solution is different from theirs?
Who is the Competition and what are the alternatives now and
in the future,
and why are your Benefits per costs superior?
NABC Pitching Tool
CLOSE
A strong finish will make the pitch or a specific message still
standing after
the presenter left the stage. The outro could be a one-line wrap-
up of
your venture.
What action do you want your audience to take?
HOOK

COMPETITION
BENEFITS
APPROACH
NEED CLOSE
NABC Elevator Pitching Tool
CO-CREATION
EXERCISE
INSTRUCTIONS (30MINS)
1. Set-up and assign tasks for the team members to take on the
respective roles:
Storytellers/Presenter
Note takers / observers
Actors / actress in the case of a role-play
2. Plan to share the entire user experience journey and
prototypes
and then open the floor for feedback.
3. Ask for feedback using 3 simple questions:
1. What do you like?
2. What do you not like?
3. What can be improved?

What’s working for you?
What’s not working for you?
How could this be done better?
During the feedback session, the note taker should take good
notes.
The other team members should sit to the side and not to
distract or influence the
discussion; they can ask questions once the presentation is over.
THINGS TO KEEP IN MIND
1. It costs you (relatively) nothing to explore a new idea in low
res. form.
2. Low resolutiobn generates (more) helpful feedback.
3. Others (including consumers) have an imagination too.
4. The more you take feedback to heart, the greater the advances
you
can make.
Work on your Persona Presentation and
Co-Creation (CA1)

What are your
takeaways?
Slide Number 1Slide Number 2CO-CREATIONPrototype as if
you are �RIGHT��Seek feedback as if you are WRONGSlide
Number 5Slide Number 6Slide Number 7Slide Number 8Slide
Number 9NABC Pitching ToolNABC Pitching ToolNABC
Pitching ToolNABC Pitching ToolNABC Pitching ToolNABC
Pitching ToolNABC Elevator Pitching ToolCO-CREATION
EXERCISESlide Number 18Slide Number 19THINGS TO KEEP
IN MINDSlide Number 21Slide Number 22
HR Innovation
Through
Design Thinking
This programme attempts to enhance HR professional’s
ability to establish a shared understanding of user needs and
expectations and to focus on how each department supports
the creation of user value, and thereby focus on improving
or rethinking specific areas to continuously innovate service
design to delighting internal customers all throughout their
journey within organisations.
This course will walk the HR professional through a design
thinking process with a view to continuously innovating
service design and user experience.
Module Plan
User

Internal
Process
Improve on the user’s
experience
through Design Thinking
Improve on the efficiency of
Internal Process
Journey Mapping
Ideation &
Concept
Development
Week 2Week 1
BA8003
HUMAN RESOURCE INNOVAITION
through DESIGN THINKING
Ethnographic
Research &
Ideatiion
Introduction of
Design Thinking
& Ethnographic
Research Design

Week 4 Week 5Week 3
CA Submission
Co Creation &
Business
Modelling
Completion
3 Continual Assessments
CA2 (30%)
Presentation & Report
CA1 (30%)
Presentation
& Co Creation
CA3 (25%)
Meta Map &
Individual Reflection
PARTICIPATION MARK – 15% of the whole assessment
Contribution Assignments
Involvement

What is
Design Thinking?
Businesses say they want to innovate – yet most make the
mistake of relying
exclusively on analytical thinking when it comes to decision-
making and strategy
Roger Martin, Dean of the Rotman School of Management.
The Need of
Businesses to Innovate
Design Thinking is...
...human-centered problem solving win an
emphasis on collaboration, creativity and
empathy. The key to the process is
empathising with the user’s needs to solve
the problem.
Human-centered
draws inspiration from
empathy and deep
understanding of needs
from the target audience

Collaborative
big on teamwork and
collaboration through views
from multiple perspectives
Optimistic
embraces constraints as
opportunities for creative
solutions
Iterative &
Experimental
an iterative process that
encourages you to
experiment, build
prototypes, fail and learn
from your mistakes
Visual
thinking made visual,
visualisation makes
abstract ideas visible and

concrete
Mindset
shaping the mindset,
fostering a new way of
thinking, giving you a
creative confidence to
transform challenges into
opportunities for designing
solutions
Process of Design Thinking
Discover & Distill Design & Develop Deliver
Test, evaluate and
refine solutions
Analyze data and
Uncover key insights
Creative exploration
and experimentation
Define
Examine and frame

the challenge
Design Thinking Process
Identify
Persona’s Key
User Needs
Brainstorming
Get Feedback
Showcase your
great idea
Craft “Need”
Questions
Wiork out the
ideas
User Journey
Mapping
How might we
help Mrs Foo lead
her family?
Your Project Challenge

How can we enhance
the onboarding
experience?
Form Teams of 4-5 whom you can work
with closely for the next 5 weeks
Work through right now the typical process
of onboarding?
DO YOU KNOW WHO IS
INVOLVED IN YOUR
PROCESS
USING SIPOC TO MAP OUT YOUR PROCESS
SIPOC:
A simplified linear block diagram of a work process organized
in a
specific order: Supplier, Input, Process, Output and Customer
Suppliers Inputs Process Outputs Customers
S
ta
rt

S
to
p
S I P O C
SUPPLIERS INPUT PROCESS OUTPUT CUTSOMERS
Alarm rings
Kill alarm
Rings again
Wake up
Breakfast
Travel
Class
USING A SIPOC)
Alarm device
Strong Arm
Water
Products
Food

Train
Class
Mom/Job
GYM
Sing Power
M&S
Mom/Maid
MRT
SP
Strength
Punctuality
Good PM
Marks
Good GPA
Good Job/Uni
Less Stress
Success
BF
Ms Lam

Mom + Dad
You
Future boss
June 17
Deployment Flowchart
• Focus on the handoffs
involved in the process
• Departments or functional
areas
are set up as lanes
• Lines crossing a lane
indicate a handoff
• Handoffs are a common
source of Quality issues
TIM
E
Identify now your onboarding process and
the different stakeholders involved

Slide Number 1Slide Number 2Slide Number 33 Continual
AssessmentsPARTICIPATION MARK – 15% of the whole
assessmentSlide Number 6Slide Number 7Slide Number 8Slide
Number 16Slide Number 17Your Project ChallengeSlide
Number 19Slide Number 20Slide Number 21USING SIPOC TO
MAP OUT YOUR PROCESSSlide Number 23Slide Number
24Slide Number 25What are your takeaways?
Design Thinking
BA8003
Page 6 of 7
CA 10 (Non Redistributable Component) META MAP AND
REFLECTION PAPER (25%)
DUE ON WEEK 5 (PAIR WORK)
Design a Meta Map that showcase the tools/skillsets acquired
from the Design Thinking
process. Additionally, in a 1,000 words report with a
professional format with font size no smaller
than 11 and 1.5-line spacing, a cover page that shows the title
and name and admission number

of the student, students should highlight their reflection on their
process understanding. Both the
meta map and reflection will be assessed as follows and meets
the following criteria and that
will be assessed on a scale of 1 to 5 as follows:
Criteria &
Weights
Below Expectations
(<3)
Meet Expectations
(3)
Exceed Expectations
(>3)
Meta Map
Content
(20%)
Not very clear or
accurate
representation of the

design thinking
process
Some issues in an
otherwise accurate
flow of the design
thinking process
Clear representation of the
student’s understanding of the
tools, techniques and
sequencing of these tools and
techniques in the ideation and
innovation process of design
thinking
Choice of
medium, size
and execution
of Meta Map

(10%)
Poorly executed
meta map that may
be due to choice of
medium, design,
inappropriate size or
actual creation
Engaging design with
a size and usability
that is easy to handle
and physically it
should not exceed A4
dimensions and
include a description of
each of the items in
the map
Highly engaging and it is in a

medium that is easy to use and
physically it should not exceed
A4 dimensions and include a
description of each of the items
in the map
Meta Map
Organization
(20%)
Poorly organized and
missing of key
elements of the
process
No major flaws in the
organization and
completeness of the
process
Well organized systematically

and show the progression of the
stages of Design Thinking
Reflection on
Process
Enhancement
(25%)
Unable to identify
any benefit of the
current process or to
critically appraise the
current process for
any opportunity for
enhancement
Able to attempt to
show some critical
thinking on the current

process and possible
enhancements
Can show their understanding of
the effectiveness of the design
thinking process and the critical
thinking of how they can identify
opportunities that the student
can propose to enhance the
entire process
Personal
Skillset
Reflection
(25%)
Superficial show of
personal reflection
and does not indicate
much evidence of

personal reflection
Able to indicate the
level of skill set
proficiency
Can show how the student has
estimated the enhancement of
their skill set and any steps that
they may want to take to enjoy
even greater success in
business innovation and design
Table 3: Scoring Rubric for CA3 META MAP & Reflection
marks will be awarded
to any student who violates this (plagiarism) rule.
Design Thinking

BA8003
Page 7 of 7
PARTICIPATION MARK (PM) - Class Participation (15% of
final Grade)
Class participation from students is greatly emphasized and
encouraged. Directed learning time provides
students with the opportunity to do research and field work and
also share their findings in class. Class
participation will be assessed in the following areas:
1) Attendance, punctuality and attitude
2) Constructive contribution to class discussions of concepts
learnt and any discoveries that they
make during their own study and online and in-class quiz
performance
3) Teamwork performance and engaging participation during
non-CA presentations and
stakeholder engagement
4) The table below shows the 3 areas of assessment
Criteria &

Weight
Below Expectations
(less than 60%)
Meets Expectations
(between 60% and 80%)
Exceeds Expectations
(more than 80%)
Attendance
Punctuality &
Attitude
(30%)
3 or more
occurrences without
valid reason;
attitude that is not
very engaging or
constructive
Nil occurrences without

valid reason; an attitude
that is consistently
Nil occurrence with a good and
consistent display of professional,
attitude
Class
Sharing
(30%)
Occasionally
contributes to class
discussion or
contributions that
do not show depth
or unable to
elaborate well.

Able to participate
meaningfully and
respectfully in discussions
raised that show that the
student has considered and
thought about the ideas
and concepts in class.
Occasionally able to
generate new discussions.
Able to generate frequently
constructive and meaningful
discussions, sharing and
showcase of work in class that
highlight well thought out and
executed concepts or some new
discoveries that are meaningful
and interesting to the student. The
student should also explain why

their discoveries and personal
work are interesting and
meaningful.
Teamwork
Performance
(40%)
Shows a higher
degree of self-
preservation
instead of working
towards the team’s
needs.
Able to contribute to the
team’s leadership in
steering the work and also
show how the student is
able to work to engage

stakeholders meaningfully
and respectfully.
Shows great ownership and
teamwork by building up team
camaraderie by leveraging on
team strengths and helping others
overcome challenges. Knows
when to step forward and when to
let others do so – able to act as a
catalyst in the team in completing
assigned tasks as well high
degree of stakeholder
engagement.
Table 5: Scoring Rubric for Class Participation (PM)

HR InnovationThroughDesign ThinkingHRIDT The P.docx

HR InnovationThroughDesign ThinkingHRIDT The P.docx

Recommended

Recommended

More Related Content

Similar to HR InnovationThroughDesign ThinkingHRIDT The P.docx

Similar to HR InnovationThroughDesign ThinkingHRIDT The P.docx (20)

More from wellesleyterresa

More from wellesleyterresa (20)

Recently uploaded

Recently uploaded (20)

HR InnovationThroughDesign ThinkingHRIDT The P.docx