DESIGN THINKING

DESIGN THINKING

1. The design thinking process is not necessarily linear, nor is there one canonical way to approach it

2. Design thinking also helps scale the design process through large organizations. Business leaders who use the shared vocabulary and toolset of design thinking can confidently create better, human-centered user experiences and disruptive products.

   • Empathy is the foundation of the whole design thinking process. Using a beginner’s mindset and immersing yourself in the user’s experience is a great way to uncover deep needs and insights. It also ties directly to the Guess less principle of product design. In this Empathize section of our course, we’ll dive into a case study where empathy helped create an innovative product for Bank of America. We’ll then walk through some exercises you can employ to gain more empathy for, and insights from, your own users.
     • So how do you go about designing a banking product for someone stuck in this vicious cycle? In 2004, the design firm IDEO tackled exactly this challenge for Bank of America. Their target users were not restricted to people in this demographic, but the insights that lead to Bank of America’s innovative “Keep the Change” program came in part from extreme users.
       • Product teams need to move fast, and they’re often working on a strict timeline. It can be hard to convince stakeholders that user research—in the form of an ethnography—can be completed quickly and still have an impact. However, there are some great techniques available to do exactly that. If you’re highly constrained on time and budget, try a Minimum Viable Ethnography, pioneered by user research expert Erika Hall of Mule Design.

3. design thinking plays a large role in how we interact with computers (the mouse and notebook), how we deliver our healthcare, and how we do our banking now and in the future.

4. We’ll walk you through the 5 steps of this design thinking framework, which will provide a toolkit for design challenges large and small in your organization.

5. The core of the design thinking approach is a focus on empathy, or using a beginner’s mindset and immersing yourself in the user’s experience to uncover deep needs and insights.

6. The design thinking process goes through a cycle of generative flaring and selective focusing. In the definition phase, we narrowed down to a specific Point of View; now, in the ideation phase, we flare out and generate as many ideas as possible

7. These steps should be considered a way to get started with design thinking. Over time, you will adapt them to your working style and make them your own. With this flexible toolkit, you’ll be prepared to tackle any project, from a new app to— perhaps—new NASA moonshots.

   • While visiting the pirate-themed scanner, Doug talked to the parents of a little girl about the room’s piña colada scented aroma, something they were getting a kick out of. The little girl came up to the mom and tugged at her shirt. “Can we come back tomorrow?” she asked.
     • For at least one family, Doug and his team had transformed the experience from something terrifying to something to look forward to. By using their POV as a way to reframe the problem, his team was able to change the world.

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