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Empathy Exercises in Design Thinking

The document outlines the key steps and activities involved in a design thinking process, including exploring the problem by understanding user needs through techniques like empathy mapping and user journeys. It then discusses generating ideas, selecting promising concepts, prototyping solutions, getting feedback, evolving the design, and assessing risks before moving forward. The overall goal is to apply human-centered design approaches to redesign, develop or design new solutions.

Uploaded by

Blake Payrice
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We take content rights seriously. If you suspect this is your content, claim it here.
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225 views21 pages

Empathy Exercises in Design Thinking

The document outlines the key steps and activities involved in a design thinking process, including exploring the problem by understanding user needs through techniques like empathy mapping and user journeys. It then discusses generating ideas, selecting promising concepts, prototyping solutions, getting feedback, evolving the design, and assessing risks before moving forward. The overall goal is to apply human-centered design approaches to redesign, develop or design new solutions.

Uploaded by

Blake Payrice
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as PDF, TXT or read online on Scribd

Design Thinking

Playbook
Mission Statement
• How might we ……….?
– Redesign
– Develop
– Design etc.

Explore
Problem fragment clustering
• Break up the problem
• Cluster similar segments/groups

Explore
User Segments

• Get to know your users e.g.,


– Mainstream
– Lead
– Extreme users
– Outliers

• Explore
Who are the stakeholders – Identify
them
• Essential
• Important
• Interesting
Competitors, government, Business owners,
etc.

Explore
Empathy Brief - Identify User needs
• Purpose: identify the problems leading to the main
design challenge
• Expected outcome : Insight into customer's pain
points
• Tools, Stationary, camera, recorder, empathy
questionnaire
– Attempt to get close
– No pre-notions
– You are a beginner
– Empathy questionnaire Explore
Empathy map
• Identify pains and gain of user
– Does
– Says Does Thinks
– Thinks Says Feels
Pains Gains
– Feels
• What are the pains
• What are the gains
Explore
Empathy map
• User Persona
– Goals
– Needs
– Motivations
– Influencers
– Bio

Design is based on user’s persona


Explore
User Journey Map
• Day, Year
– Pre-experience (at home)
– Experience
– Post –experience

– Emotional Journey
– Identify touch points – ecosystem changes
– Pain points, opportunities
• Explore
Problem Statement
• Define/ Redefine

• How might we _________ for ______ to


_____
Ideate
Generate ideas
10 x thinking
Stepping stones of analogy
What is Name Idea Idea Idea Idea Idea Idea
What if 1 2 3 4 5 6
Where else
What do they do best
How else

Group similar ideas


Selecting Promising Idea
• Desirable – human need
• Viable – Business case
• Feasible – Technical validation
– Characterise your idea

• Visualize your idea Idea Desirable Viable Feasible Remark


Create
Materialize your idea
Prototype
• Model
• Gamification
• Story telling
• Story board
• Role play
• Layout advt.
• Blueprint
Test
Getting Constructive feedback
• Delights
• Improvements
• Ideas
• Questions
Evolve
• Identify success parameters
• Identify the way to a successful solution
• Evaluation of change
• Define success
• Dip sticks
• Going forward – build to scale, champion,
time lines
Risk assessment
• Is the market real
 need
 can the customer buy it
 Is the size of the market adequate
 Will the customer buy it
• Is the product real
o Is there a real concept
o Can the product be made
o Will it satisfy the market
Is it winning enough
• Can it be competitive
– Advantage
– Can the advantage be sustained
– How will the competitors tentatively respond?
• Can our firm be competitive
• Do we have superior resources
• Do we have the appropriate management
• Can we understand and respond to the market
Is it worth doing

• Will the product be profitable at an acceptable


risk
– Are forecasted returns greater than costs
– Are the risks acceptable
• Does launching the product make strategic
sense
– Does the product fir the overall growth strategy
– Will the top management support it
Moving forward
• Communities are the propellers
– Like minded people
• Build a network
• Plan check in
• Learn over time

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