Design Thinking: Design for New Experiences | Jason Severs | Skillshare

Design Thinking: Design for New Experiences

Jason Severs, Executive Creative Director at frog

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12 Lessons (1h 28m)
    • 1. Trailer

    • 2. Introduction

    • 3. Core Idea: Discovery

    • 4. Research: Big Ideas and Tactics for Interviews

    • 5. Research: Observations

    • 6. Synthesis: Organizing Insights

    • 7. Class Project: The Journey Map

    • 8. Ideation: Questions and Random Entry

    • 9. Ideation: Design and Emotion

    • 10. Storytelling: Communicating for Resonance

    • 11. Conclusion

    • 12. Explore Design on Skillshare

72 students are watching this class

Project Description

Create before-and-after customer journey maps to show an improved grocery store experience


Grocery stores offer countless opportunities for improvement: just imagine being a grocer, customer, food supplier, child, advertiser, regulator, or in charge of a community nonprofit. These varied perspectives present a complex web of needs.

Your challenge is to reimagine the grocery store in light of design thinking. You'll choose a goal (to make the store more enjoyable, efficient, or community-driven), and use research, ideation, and creative problem-solving to develop a new user experience.

Share 2 journey maps in the class project gallery: a "before" journey that represents the current experience, and an "after" journey that conveys the value of your strategic redesign.

Download the PDF below for more steps, tips, and advice!



More about frog: frog is a strategic-creative consultancy that uses research, strategy, technology, and design to improve products, services, and experiences.

More on journey maps: Check out these resources on journey maps for tips, tricks, and advice:

More on story arcs: Here is a video of Kurt Vonnegut talking about the shapes of stories, which Jason mentions in the video lessons. (5 min)

More on design research: If you’re looking for an in-depth reading list, check out this post from frog’s blog: “What You Will Find on a Design Researcher’s Bookshelf,” a list of more than 40 classic texts on design research, methods, interviewing, data capture, synthesis, and communication.

Student Projects

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