The document discusses principles of design thinking and user experience design, including understanding user needs through empathy maps and personas, defining problems through point of view statements, and generating solutions through methods like mash-ups, sketches, and journey maps. Key aspects of design thinking covered include understanding user psychology, analyzing websites, developing problem definitions, and ideating potential solutions. The overall goal of the document appears to be outlining the process of user-centered design.

1. Designing for
the User
Emily Fillion

2. Design Thinking
2
▹ Design thinking is a process of solving a problem by
understanding what the problem is, who has the
problem, and why they have that problem and then
developing a solution that eradicates the problem.

3. It is “a discipline that uses the designer’s
sensibility and methods to match people’s
needs with what is technologically feasible
and what a viable business strategy can
convert into customer value and market
opportunity”
- Tim Brown
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4. User Psychology
▹ My laptop makes me FEEL EXCITED and APPRECIATIVE because
my NEED for EFFECTIVENESS and INDEPENDENCE was not being met.
Before I bought my laptop, I was using my dad's old laptop which was very slow
and would often crash. My computer now is fast and efficient and allows me to
complete homework as well as pursue personal interests.
▹ My email account makes me FEEL OVERWHELMED and ANNOYED because
my NEED for CLARITY and COMMUNICATION is not being met. I receive
dozens of junk emails every day on my gmail account from every store that I've
bought online from. When I do receive an important email, sometimes I don't see
it right away because it's so cluttered.
▹ My bed makes me FEEL CONTENT, ENERGETIC , and RELIEVED because
my NEED for REST and SPACE were not being met. I used to have a horrible
bed that would hurt my back when I slept on it. It was small and really hard, so I
didn't sleep well on it. Now I have a big, soft bed that makes me
so happy, because I sleep so much better and am much more comfortable.
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5. Place your screenshot here
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Website Analysis
Kohl’s
Kohl’s homepage makes me
FEEL anxious, panicky, and
overwhelmed, because my NEED
for space, clarity, and harmony is
not being met.
This page is really busy to me,
and with no focal point, it’s hard
for my eyes to figure out what to
focus on.

6. Place your screenshot here
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Website Analysis
Target
Target’s home page makes me
FEEL confident, creative, and
calm because it fulfills my NEED
for inspiration, beauty, and choice.
Target’s home page changes
every so often. It currently focuses
on home décor, and shows you
different ideas (similar to
Pinterest). It’s aesthetically
pleasing, and when you click on
the tiles it takes you to a page with
home décor.

7. Empathy Maps
“Design empathy is an
approach that draws upon
people’s real-world
experiences to address
modern challenges…The
discipline was identified as a
way to uncover people’s
unspoken latenn neeeds and
then address them through
design.” - IDEO
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Empathy map of Coby Brooks, CEO of Hooters as he went on
Undercover Boss.

8. 8
Personas
“A persona represents a cluster of users who exhibit similar behavioral patterns in their purchasing
decisions, use of technology or products, customer service preferences, lifestyle choices, and the like.”
-UX Mag
I created two personas who would be purchasing on Kohl’s website to understand different users who
would be visiting the website and their journeys.

9. 9Maggie K.

10. 10Rachel S.

11. Problem Definition
Problem Definition
The stage in the process where you “synthesis your observations
about your users from the first stage, the Empathise stage.”
(Interactive Design Foundation”
Point of View (POV) Statements
A POV is a meaningful and actionable statement, which will allow you
to ideate in a goal-orientated manner (Interactive Design Foundation)
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12. Place your screenshot
here
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App POV’s - Hulu
Users who are streaming content through an app
need a way to easily navigate through content
because it’s frustrating to go too far back and
rewatch commercials because the buttons are too
close together.
Users who are looking to easily find content that
they are interested in need to be able to create
separate profiles that distinguish their
tastes and find relevant
content on their home pages
because they are currently
struggling to find content that
they are interested in
watching.

13. Place your screenshot
here
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App POV’s - ToneItUp
Users who are looking for a flexible fitness app need
an easier way to search for the workouts they want
because they are currently struggling to find the
workouts they are looking for using the search bar.
Users who use a fitness app need to be able to track
the workouts that they’ve done because most other
apps track workouts and sync to other devices such
as fitness watches.

14. Place your screenshot
here
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App POV’s - Peapod
Users who are ordering groceries online need to be
easily notified of deals they would be interested in
because it’s frustrating to order something and then
find out there was a deal on that items or a similar
item.
Users who schedule grocery deliveries need to be
able to sync their deliveries to their phone calendars
because other apps such as
Facebook automatically sync
to the phone calendar, which
is much easier to keep track of
than multiple apps.

15. Ideation
Methods
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“Ideation and investigation of multiple solutions (as opposed to a
single one) give us a better chance to uncover the optimal
design path, rather than merely the first path” – Nielsen Norman
Group
“Ideation is the mode of the design process in which you
concentrate on idea generation. Mentally it represents a process
of “going wide” in terms of concepts and outcomes. Ideation
provides both the fuel and also the source material for building
prototypes and getting innovate solutions into the hands of your
users” – d.school

16. Mash-Up
Exercise
How might
we improve
the voter
experience?
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17. Sketches
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We should “view sketching as relating far more to an activity or process (the
conversation), rather than a physical object or artifact (the sketchy). Certainly the
physical sketch is critical to the process, but it is the vehicle, not the destination,
and ironically, it is the ambiguity in the drawing that is the key mechanism that
helps us find our way”
- The Anatomy of Sketching

18. Journey
Maps
“A customer journey
maps tells the story of
the customer’s
experience: from initial
contact, through the
process of
engagement and into
a long-term
relationship.”
-Sailthru
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19. 1.
TRANSITION
HEADLINE
Let’s start with the first set
of slides