Design thinking has five stages i.e Empathy, Define,Ideate, Prototype and test

1. DESIGN THINKING
Dr K.Sunanda
Associate Professor
Department of Business
Management

2. Definition
• Design Thinking is a Non-linear ,Iterative process that
teams use to understand users
challenges,assumptions,redefine problems and create
innovative solutions to prototype and Test
• Popular methodology that inspires a human -centered
approach

3. Process of Design Thinking

4. Design thinking process is divided into five specific
stages
1.Empathy
2.Definition
3.Ideation
4.Prototyping
5.Testing

5. EMPATHY
• At this stage in the design thinking methodology designers sit down with
real people and observe their point of view and introspections without bais.
• When designing a product /service empath in design thinkingbuilds a
crucial and necessary bridge between the target user and the product or
project or ervice beign designed.
• Some steps in the methodology are
1. Consulting subject matter expert s about their insights
2. Engaging more personally with an issue to gain a better understanding of
the user’
3.Having an in-depth conversationsabout the topic with other designers
4.Immersing oneself in a physical environment

6. DEFINE
• In this tage all the information gathered during the
Empathize stage needs to be analysed and the
observations has to be synthesized to define the core
problems .
• Here User’s Needs and Problems has to be identified
and defined in the form of Problem statement.
• Can create Personas to keep the efforts Human centered
before proceeding to ideation

7. IDEATION
• Ideation depends on the ability to invent
• Designers who have captured the Human experience during the
empathy stage set out to ideate around creative solutions for
solving the defined problems by thinking out of the box.
• Designer’s don’t worry about Budget or Scalability
• Deigner’s shoud have a workable undertanding of their userbase.
• Here no idea can technically be “Wrong” in the process
Designers buildup good practices of sharing thoughts with trust
and confidence.

8. PROTOTYPE
• This is an Experimental phase and start to creating
solutions.
• Identify best possible solutions for each problem found
• Teams produce some inexpensive ,scaled down versions
of the product or specific features found within the product
to investigate the ideas generated
• This simply involvesPaper Prototyping.

9. TEST
• This stage of Design thinking process requires real users
to generate real data.
• Designers roll out multiple prototypes to test different
change factors within their idea
• It is an iterative process
• Designers go through a series of changes ,edits and
refinements in this stage.

10. CASE STUDY

11. INCREASING EFFICIENCY THROUGH DESIGN THINKING IN UBER EATS
Background
• Uber Eats is a subsidiary wing of the well-known taxi on-demand service Uber. It is a food delivery
service that helps customers order food from their favorite restaurants and then deliver it to their place
. UberEats able to achieve its milestone, with the presence of strong competitors in the food delivery
market?
• Design thinking helped Uber Eats to achieve its company’s mission.
• Part of UberEats’ strategy was leveraging design thinking techniques, such as ethnographic research,
to empathize with the user and, through prototyping, to build solutions around their products that serve
their customer needs.

12. Design thinking Technique: Empathizing
• Every third month, UberEats’ designers visit a new city and study the city’s food habits, delivery
people, customers, and restaurants.
• They shadow delivery agents while they go on deliveries,
• Sit in with people in their houses while they order their meals online.
• As the designers studied all these stakeholders, they took notes of what they observed.
• Through this method, UberEats was able to understand whether UberEats products were addressing
customer needs.

13. Design thinking Technique: Prototyping
• After spending time in customers’ houses, shadowing food delivery people
and other key stakeholders, each UberEats designer returns to report the
challenges they observed in their field study.
• Based on research findings, various mockups and prototypes are built and
taken back to test with customers and stakeholders in real-life scenarios. The
team then quickly determines which solution is performing the best.
• The best-performing concept is created and rolled out to the consumers.