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(3) Innovation Implementation: design
thinking
Chapter 7
Dr. Nguyen Thi Hanh
Dr. Nguyen Thi Hanh
Hope soap
Link: [Link]
Question:
1. What is the problem?
2. The specialty of solution?
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DESIGN THINKING
empath
ideate
y
Define prototype
test
DESIGN THINKING
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DESIGN THINKING
• Design thinking is a human-centred approach to innovation
through the use of the tools of design work to integrate human
needs, technological feasibility, and business requirements.
business.
• Tim Brown
• Features:
– Encourage divergent thinking;
– Integrative thinking.
DESIGN THINKING
Design thinking:
• Human-centered.
• Create prototype quickly.
• Encourage participation (inside and outside the organization).
• Ask the right question.
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DESIGN THINKING Start here
Human-centered
• What do customers and users Desirable –
(Human)
crave?
• What is the technical and
organizational feasibility? Viable – Feasible -
• Financial availability? What is the Business Technology
business model?
Kết quả
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DESIGN THINKING
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DESIGN THINKING
Empat
Story hy
telling
Define
Steps in design thinking:
Includes 5 steps
Can be repeated many times test ideate
prototyp
e
EMPATHY Empat
hy
• Empathy is the foundation of the principle – People-centered.
• Empathy:
– Why?
– What is that?
– How?
• Observe
• Listen
• Experience
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EMPATHY Empat
hy
Empathy vs sympathy
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EMPATHY empat
hy
• Observing customer/user behavior, not just based on what
they say.
• Listening and understanding the reasons, purposes, and
feelings of what customers/users say.
• Is self-experience to really understand customers/users.
Walk a mile in their shoes.
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EMPATHY Empat
hy
Tools used:
• Stakeholder Map – Stakeholders Map.
• 5 Why - why ladder questions.
• Journey mapping – Customer/user journey map.
• Empathy Map.
• Customer persona.
• Role Play
• Interview – Individual, group, expert.
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EMPATHY empat
hy
Empathy map
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EMPATHY empat
hy
5 Why question?
• Ask why 5 times in a row in a
short period of time to prompt
the respondent to come up with
the root cause of the problem.
• Ask for time and how to ask
questions to avoid getting into
loops and obscurity.
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DEFINE Define
• After having specific feelings from step one, at this step, the
solver must clearly present the puzzle pieces to present a big
picture to redefine the problem to be solved.
• This is the hardest step in the process.
• And need to come up with a problem statement from NEED
and INSIGHT
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DEFINE define
Tools:
• Storytelling - Telling stories
• Customer portrait
• Empathy Diagram
• Problem tree
• Fishbone chart
• Problem statement
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DEFINE define
Problem statement:
(Users) need a way to (needs) because/surprisingly/but (insight)
- redefine needs and insights through the tools above.
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IDEATE ideate
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IDEATE ideate
• The idea is the initial form of the product, the vision of the
future product that we intend to provide to our customers.
Ideas can be general or detailed.
– There are many ways to describe an idea:
– Describe ideas verbally;
– Describe in notes on paper;
– Description by drawing;
– Animation/movie description;
– Describe by physical sample.
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IDEATE ideate
Idea generation is the activity of coming up with new
solutions to the problems identified above and with the aim
of being human-centered.
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IDEATE ideate
Why is “ideate” important?
A good idea doesn't necessarily mean a good product, but a
bad idea means a bad product.
The idea screening is very harsh, it takes many ideas to
come up with the desired product.
Most of the ideas that we come up with have already been
worked on or do not make sense in some way.
“To have a good idea, you must first have lots of ideas”
-Linus Pauling
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IDEATE ideate
• Tools:
– Mindmap
– Brainstorming
– 2x2 metric
• Rule:
– Quantity Priority: Set a certain amount in a specific time period and have
to achieve that number of ideas.
– Do not judge or judge.
– All team members have a quiet time to develop their own ideas.
– Have a shared time to resonate new ideas together.
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PROTOTYPING prototyp
e
• Role:
– Is the fundamental method of the principle: Learning by building.
– This step helps businesses shorten the time to develop new products and
services.
• Concept: Prototyping is the act of turning an idea into reality to
create a prototype similar to a product to test the user's
experience.
– The user understands the idea of the product.
– Visualize the experience that the product brings.
– It is an iterative process.
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prototyp
PROTOTYPING e
• Prototype: A draft of a product/service prior to implementation of the
Minimum Available Product.
– Verify the suitability of the design (product/service).
• MVP - Minimum Viable Product: is an early version of a product
developed with only one basic set of features: the minimum required
to prove the essential hypothesis that underlies the original idea your
head.
– Has all the basic features of the product.
– Test business assumptions.
• Both: learn to discover customer needs and wants.
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PROTOTYPING prototyp
e
Product Service
Paper Story Board
3D Printer Role play
Simulation software
Video
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PROTOTYPING prototyp
e
Giấy
More at [Link]
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PROTOTYPING prototyp
e
3D printing
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PROTOTYPING Prototypi
ng
Story telling
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Tools for prototype
• Justinmind: (UX/UI dessign)
[Link]
• [Link]
• [Link]
to-choose-from
Dr. Nguyen Thi Hanh
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Rapid prototyping - google
sketing digital
• [Link] • [Link]
MjozqJS44M WGBGTGryFk
• Native
• [Link]
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Dr. Nguyen Thi Hanh
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TEST tesst
• The goal of this step is:
– See what works and what doesn't work and then start over.
– Add user empathy, redefine insights and needs.
• Get early feedback from users, customers, stakeholders.
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TEST test
• Prepare:
– Looking for users to experience.
– Make a detailed plan for recording the experience.
– Assign roles for groups: hosts, players, observers.
– Take notes and empathize insights.
• Rule:
– Take the time to talk to your customers.
– Willingness to learn and a willingness to fail.
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TEST test
Procedure
• Let users try the product: just give the user or lead them in with the product
to try and do not explain.
• Let the users state how they feel about the test product.
• Active observation: The observer must observe the user's gestures, emotions,
state, and behavior during use.
Make a question:
• Let me know what you think?
• Tell me why you won't/would use this product?
• Can you be more specific about what about this product makes you feel this
way? Why?
• Answer the question with 1 question.
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Story telling!!!! Story
telling
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