Innovating through Design Thinking Presented by Lee Hyunju (Julee) ‎User Experience Design Leader Paypal, Singapore

1. Innovating through
design led thinking:
Empathize
Think divergent & convergent
Iterate & learn
Design & deliver
Hyunju Lee (Julee) @UXStudioCo

2. Design Thinking in

3. practice

4. IDEO: focused on people/customers and their needs

5. UK

6. Design

7. Council: Double Diamond Model
http://www.designcouncil.org.uk/news-opinion/introducing-design-methods

8. Stanford

9. d.school

10. Nordstrom: DT + LS + AG
http://www.nordstrominnovationlab.com/

11. Intuit: Design 4 Delight. Innovation Catalyst

12. PayPal: Customer Driven Innovation (CDI)
Discover - Define - Design - Deliver

13. Empathize

14. Follow-me-homes Follow-me-homes

15. “Empathy is what we experience when we feel
other people’s pain or joy - it is our ability to put
ourselves in someone else’s shoes, and
understand and share what they are feeling”
http://www.worldtransformation.com/what-is-empathy/

17. Virtual meet..

18. User diaries

20. Empathic design is observation and the goal
is to identify latent customer needs in order to
create products that the customers don’t even
know they desire or, in some cases, solutions
that customers have difficulty envisioning due
to lack of familiarity with the possibilities
offered by new technologies or because
locked in an old mindset.
-Wikipedia
http://en.wikipedia.org/wiki/Empathic_design

21. Think divergent convergent

22. Thinking is divergent convergent

23. mural.ly

24. Jobs

26. Outcome

27. customer

28. Journey

29. Line

30. brainstorming

31. Customer

32. problem

33. statement

34. Differentiate yourself by fully
understanding the problem before you
attempt to solve it… Don’t just fall in
love with a solution and go full-force on
making it look great, but really make sure
that whatever you design is fitting a
need in the world and has a purpose.
-Whitney Hess
http://whitneyhess.com/ship/

35. Iterate learn

36. STORY BOARD
Draw out the solution concept. Starting with the first few
frames, set up the story or the problem the customer faces.

37. PROTOTYPE ITERATIONS

39. Design Testing
Don’t show, let customers use and experience them.

40. VIRTUAL TESTING
http://www.userlytics.com/sitepublic/

41. Design Deliver

42. Build a workable MVP test in the market.
!
!
Think big, start small…
running an experiment to
challenge your hypothesis.
Excerpt from Lean Startup, Eric Ries

43. Video MVP - Dropbox
https://www.youtube.com/watch?v=7QmCUDHpNzE

44. Quickbooks Australia, 2014

45. MVP Case Study - QBO AU

46. Stay lean. Continue to build iteratively.
Live feedback mechanism to engage customers into the process

47. Innovation doesn't describe a thing that
is produced, but rather a human
experience that is transformed for the
better.
-Kimberly Wiefling
http://blog.projectconnections.com/kimberly_wiefling/2014/05/what-is-design-thinking.html

48. Hyunju Lee (Julee)
@UXStudioCo
UX Lead
Design Manager
Innovation Coach
sg.linkedin.com/in/hyunjulee/