Transcripts
1. Introduction Video: Design Thinking for Absolute Beginners: This video, I'm
going to give you a quick overview on what
this class is all about. This training is all
about design thinking. Design thinking is unique, human centered methodology
of creative problem-solving. Design thinking is a human
centered method which aims at making processes,
products, and services. Keeping in mind the
consumers needs first. After all, the process
or product which do not meet human expectations
are doomed to fail. But this philosophy,
design thinking has been the most talked
about topic today. Most of the
professionals or most of the domains keep talking
about design thinking. Design thinking can be used in any aspect
of the management, such as operations, finance, human resource
management, marketing, sales, employee
engagement, and so on. It is also used in
any of the domains or industries such as
information technology, product development,
services, hospitality, customer relationship
management, supply chain, and so on. This class, you'll be learning about the key concepts
and design thinking and how it can be used to effectively solve problems
in any of the springs, beach, any aspect of management, product development, marketing, consumer
experience, and so on. These video classes are
absolutely beginner friendly. You don't need to
have any knowledge about design thinking. In this class, you
will learn more about the five stages in
design thinking, which are empathize, define, ideate, prototype, and testing. You will also learn
about some of the tools used in
design thinking, such as empathy mapping. The learning objectives for these classes would
be to be able to understand in a highly
simplified manner the design thinking concepts. You don't need to have
any prior knowledge about design thinking
or its methods. You will be able to get
them all in these classes. You should be able to
appreciate the different steps in human-centered approach
to problem-solving, which is the core
of design thinking. At the end of the class, you should be able
to apply it in solving problems or overcoming your challenges in building new processes for your
employees or customers, or for designing new
products or services, or for any type of process or product innovation
or implements. The end of the class, you should be able to stick
up a simple project on design thinking which will help you to solve a business problem. And you can share with us, meet your class instructor. And I am an HR
professional and a coach with 12 plus years of experience in managing end-to-end
HR activities, including recruitment,
onboarding, compensation, benefits, and
payroll management, statutory compliances and HR analytics in
different companies, such as p squared, Aviva, life
insurance, and so on. Design thinking can
be highly useful in problem-solving and
decision-making process for any profession
or organization. Going through these
classes will definitely add valuable skills
to your profile. And you will be
better equipped to deal with the
challenges at work. Enroll now, and I'll see
you in the next video. Thank you.
2. What is Design Thinking : Concepts and Methodology, Why use Design Thinking?: Hello. In this video, I'm
going to give you a quick overview on what
is design thinking, key concepts, and why does so important for you as a
professional manager, walking in any business domain? 2d. Design thinking is
a trending topic today. And most of the companies
and all the professionals, whether it as a product manager, designer, any IT professional,
HR professional, or any kind of manager, all are talking about
design thinking. So it is very important for you to know what is it
and how it works. What is design thinking? Design thinking is a philosophy or methodology plus
a set of tools or techniques which
help us to solve the problems creatively
and most effectively. In other words,
the definition of design thinking can
be a process for solving problems by prioritizing the consumers meets
able all ends. It relies on observing
with empathy, how people interact with their environments and
employ and iterate do hands-on approach to creating exactly that solution which provides value to the consumer. Talking of usage of design
thinking in general, when a company is trying
to create something new or trying to
solve a problem, or a team of people has
to go through something, then we can use design thinking to get
there successfully. We can get the ideal solution which the consumer
is looking for. You might ask this
question that there are numerous ways of
solving the problem. Then why design thinking? The answers in short, Design Thinking focus on the human centered side of
creative problem-solving. Design thinking looks at all possibilities of
problem-solving through lens of human-centered design
or human-centered approach. So basically it's
about figuring out who you are designing for or whom you are solving
the problem for. Water that meets. Finally, helping you to
innovate based on their needs, our problems, and what solutions that
they're looking for. So it is basically who and what are their needs and then
how to solve the problem. The entire methodology of
design thinking life here. For example, a company wants to know why its
product is failing. It could be a
technology product. So in that case, the company is going
to dig deep into who the customers are and why they're not
liking the product. A close observation of
the human behavior, and then finding out what
they're actually looking for or what are the real
problems and how can be, how it can be matched
in a better way. So in short, InDesign thinking, you are looking
at the problem or the challenge from the
customer or human perspective.
3. Empathizing Process & Empathy Mapping in Human Centered problem solving process: Let us now learn more
about design thinking, how it works in practicality
in solving these problems. Basically, there are five
steps in design thinking. These five steps
as well-defined, but still distinct
companies will be using these five steps
a little differently. Because these Feistel
said highly customizable. These are the main
five steps that you can take it as a
starting ground. Step number one, empathize. Empathize is about understanding the people whom you are designing the product
or solution for. The word empathized
suggests it is more about understanding and sharing the
feelings of another person. While empathizing might
sound very simple. It is not so simple here. We need to do the actual
research and collect qualitative and quantitative
data related to people, how they behave, and why
they behave the way they do. Keyboard quantitative
data. For example, how many times does someone
click on a particular link? Or when do they open
a particular link? Their body language,
whether they show happiness or sadness, and so on. The mathematical
data points will be considered for your
quantitative data. Moving on to the
qualitative data, it has basically incorporating visual observational
research methods such as identifying and observing the feelings
of the human beings, determining their
problems or pain areas in the delivery of our products
or services or processes. Very important point here, before we begin the
empathizing research or the interviews
or data collection, it is very important to drop our biases and judgments
and assumptions. For example, we may how unconscious biases
if we are going to sell or if we're going to make a product for
the college student. For example, we may already
have some assumptions start the college students behave in a certain way and they
expect so-and-so. You need to let go
of that before you begin how the process
of empathizing happens. Let's see in a little
bit more clarity. Number one, you will have to observe the things
that are happening, then engage, and then
finally get immersed in it. So when you say absorbed, for example, if you are
going to sell a smartphone, if you're going to come
up with a new smartphone, give it to somebody and
as they start using it, absorbed how they're using it, what are their body language? What is the immediate reaction? Do they like certain feature
and they do not do not like certain feature of
the smartphone, and so on. The second step is to engage. To engage means participating
or getting involved. And what is happening, that is basically
you as an observer, also engaged with the
other participant and know what they're doing, what are they liking about
the product and what are they really doing with the smartphone that
you have given? And third or the step
here is immerse, which is to get deeply
involved in using the pink, which is smartphone
here, for example. So what exactly the details
that the user is giving you? The features which are liked or disliked and what they expected, but what they got, and what they feel about
the price that they paid for the smartphone
and other things. Empathizing process
can also be done by using the basic research data
that is already available. By conducting interviews with the participants on what has happened in the past and what are they likely
to do in the future. They can also be shadowed. For example, if it's a
product, service, or service, then how they actually do
use them or how they wish to use them can be
observed by shadowing. You could also make
a documentary, maybe creating a video of the
product while it is in US, sitting back and learning
what we can learn from them. Journaling, it could be written or visual
journal of users, how they're using the
product or the service. Body language can be
gauged to see how excited or hunchback
the users are. Your next question could be, why do we need to do all
these exercises in empathy? Well, basically it is to create
the feelings that we want them to have when they use
our product or service. In design thinking,
we're not just talking about designing the
product or service, but it is about the
whole experience that we want the
customer to experience. As we talk about the design thinking and
the empathy process. Let us quickly have a look
at what is empathy map. Empathy map is basically a tool which helps in
empathizing process in design thinking
has a product team or a solution building team. You have a lot of
ideas to design. Maybe hundreds or thousands of ideas that you're
coming up with. You can try them all because
that is really not possible. A lot of time taking, a lot of resources
will be utilized. So that's the reason we use
empathy mapping process. What is an empathy map? This to understand what
the users are thinking, feeling, seeing,
hearing, and seeing. To get into shared
understanding of what their needs are to
make better decisions. An empathy map is basically a collaborative tool
teams can use to gain a deeper insight
into their customers. Just like user persona, an empathy map can
represent a group of users, such as a customer segment. An empathy map will allow us
to sum up our learning from the engagement with the people in the field of design research. Whatever we understand
in the step off, empathizing, we summarize
and put it here. The empathy map can be done
in three simple steps. Step number one
being filling out the empathy map with
four quadrants. And then synthesising the
needs that the people have given us or told
us or we have absorbed. And third step is
synthesising the insights. Insights which we get
while interacting from different people
and trying to get the data from their
behaviors or actions. An empathy map ideally
has four quadrants in which it has what
the people say, what they think,
what they are doing. And finally, what
they're feeling. We need to understand what
the people are thinking and feeling about the
product when they use it, and then what they say about it. We need to hear that I
enlisted down under sink. Then what what we
can see them doing. For example, whether
they're being happy or whether they're being
distracted and so on. Finally, what they're
feeling exactly whether they're being
impatient or overwhelmed, or they're happy and so on. This becomes your empathy map.
4. Defining the Problems & Challenges in Design Thinking Process for effective Solutions: The second step is define. The step of defining what we do is basically take everything
from the first step, which was empathize what
the results that we got from the first step or the peak of his from
the first step. And then for the
breaking it down to define what are the
problems of the user? What are the challenges
that we need to deal with? And then what are the
insights that we can take from those interviews
and research data? The common challenges, problems, and observations to
tackle the problem. So these insights will be
outlined in defined stage. Apart from actually defining the problem statement or
what is the problem exactly? What's the purpose of
the definition stage? The purpose is to
define the problem. I agree on the goals and listen to the
voice of the customer. In the first phase, that has the empathize phase, you would have already
learned as much as possible about who your users
are, what they do, why they behave the way they
do, What other challenges, and the various
behavioral patterns by conducting interviews and
using a wide range of fourth, observation or
research techniques. Once you have a good idea
of who your users are, the next thing is, what is the problem? That definition,
which happens here. Most importantly, their wants, needs, and pain points. Once you have the data
in the empathize field, you are ready to make
the problem statement or what is the challenge
that you need to build with? Or in short, what is the design challenge that
you need to work on? The relationship between
empathize and define stages can be best described in terms
of analysis and synthesis. The empathize phase, we use the analysis to break
down everything we absorbed and discover about our users into smaller and
more manageable components. Dividing their actions
and behaviors into what, why and how categories. But in the define stage, we use these pieces of
components back together, synthesising, or in other
terms, bringing them together. The findings that we have to create a detailed
overall picture. The define stage is very important because
without understanding what is the problem
that you're going to solve or which problem
you are going to solve. You cannot go much ahead. Let us see an example for how we combine the first two
steps empathize undefined. So firstly, from the
user's perspective, somebody says that I'm in young, welcome professional
trying to eat healthily, but I'm struggling
because I work long hours and don't always
have the time to grow, go for grocery shopping
and prepare my means. This makes me frustrated
and feel bad about myosin. From a user research
perspective, the same statement
can be put like this. Busy working professionals
need an easy time, efficient. We do eat healthily
because they often work long hours and don't have time to shop and
meal preparation. Now, based on the four W's, that is who, what,
where and why. In the next step, let us
define the problem like this. Our young working
professional struggles to eat healthily during the week because she's working
longer hours. So our solution should be to deliver a quick and
easy way for her to procure ring
ingredients and prepare healthy meals that
she can take to work. This is what the problem
statement we can say. So as you can see in all
these three statements, we are addressing the
exactly same issue just in a slightly
different way. As long as you
focus on the user, what they need, and why, it's up to you to
choose how we want to present and clean
your design process.
5. Ideate Phase in Design Thinking : Idea Generation: The next step and design
thinking is this step. What you'll be doing is
you'll be developing ideas and solutions and potential products
or solutions to match your insights with
possible solutions. And what is the purpose behind the ideate stage in
design thinking? The purpose of this stage is to use creative
thinking to generate the widest range of ideas that can be implemented
in later stages. This stage is
important because it signifies a move
from understanding and defining consumer
problems to coming up with solutions
for those needs. Ideation is a creative
process where designers generate
ideas in sessions, such as brainstorming
and worst possible idea. It is a third stage in
design thinking process. So participants will gather
with open minds to produce as many ideas as they can to
address a problem statement, which we already discussed
in the last stage. In a facilitated and
judgment free environment. Basically, ideation sessions are about finding new angles. It's challenging to
gain the perspectives, to find design solutions. To how productive ideation
sessions you will need a dedicated environment
for standing back to seek and see every
angle that is possible. Fast DO your team must define the right problem
and then ideate. And here, when we
come to the ideation, it is basically
looking for ideas. Your team needs to be having a very clearly defined
problem already. Now the question is, how might we do this? For example, how might we design an app finding cheap hotels
in safe neighborhoods? These kind of
questions will help in re-framing the issues are in prompting effective
collaboration towards potential solutions
that can be possible. In order to make
this face effective, you need to have people
who are bold and curious, the participants who can challenge the
commonly held beliefs and explore possibilities
past these obstacles. Also, you need to
have certain rules. For example, the timeframe, quantity over quality focus. Ban on distractions such as phones and having there
are no bad ideas. Mindset. Team
members should pick each other's ideas and build on them and find a way
to link concepts, recognize patterns, and flip seemingly impossible notions
over to reveal new insights. Basically, ideation is not about coming up with
the right idea, but it's more about
generating the broader green.
6. Prototype & testing : Last Stage in Design Thinking: The fourth stage in design
thinking prototype. One of the best ways
to gain insights in a design thinking process is to carry out some form
of prototyping. Prototyping involves
producing an early, inexpensive and scaled down
version of the product or the solution in order to reveal any problems with
the current design. A prototype is a simple
experimental model of a proposed solution used
to test or validate ideas, design, assumptions,
and other aspects of its conceptualization
quickly and cheaply. So that the designers
involved can make appropriate amendments
or modifications or any possible
changes in direction. You just need to take the ideas that can
be developed from the last stage and come up with simple,
testable prototypes. They're not the
final products yet. They're not completely done. But these can be tested with real users to know if it's working or if it's
the right product. Prototyping will allow you
to sample with a few users how they think and feel about the product and investigate
how it's working. Prototypes are often used in the final testing phase
in the design thinking process in order to determine how the users will behave
with the prototype. To reveal any new
solutions to the problems, or to find out whether or not they implemented solutions
have been successful. Results that is generated from these tests will be
used to redefine one or more of the problems
which were already established in the earlier
phases of the project. And also to build a more robust understanding
of the problems users may face when interacting with the product that is
intended to be developed. So an example for
the prototype could be a sample app that you're planning to come up with to save the costs involved in
traveling for the people. Just come up with one sample
without spending much money, without lots of fall
efforts and time. That is your prototype. Moving on to the last step, which is best, you need to test and get feedback from real users for the prototype
that you have developed. You, the product will be
used by the real-time uses, and they will give you the real-time feedback
as well in detail. For example, what is missing or what has to be
improvised and so on. You could get a lot of
new insights which you didn't know earlier
in the testing phase. Basically, in design
thinking, in testing phase, what you will be trying
to do is generating the user feedback related to the prototypes that
you have developed, as well as gaining a deeper
understanding of your users. When undertaken correctly, the testing stage of
the project can often feed most stage of the
design thinking process. And it allows you
to empathize and gain a better understanding
of your users. It may lead to insights that may change the way you
define your problem. So it may even generate new
ideas in the ideation stage. And finally, it might lead to an iteration of your prototype. So these tips that
are mentioned that as 12345 steps are
going to be repeated. It's not that you
will do these steps once and then you
get the solution. Once you go through
all the five stages, you go back and
modify your ideas, the solutions, and then the
whole cycle repeats again. So that is the core
of design thinking. Some final thoughts. What's very important
for you to know is that these five steps which are
emphasized here, it's a map. So basically you're going to go through all
these five steps. But exactly how you go about it, or exact exercises or the tools and techniques
which you will be using. They're not highly defined. So you might do it
much differently. Audio might customize it. Everyone does it according
to their own styles. Finally, design thinking
as a combination of various tools,
exercises, I'm techniques. You can choose from so many
options that you have. It's basically very flexible and could be a little tricky
because it's so flexible. So you need to choose the
right tools and techniques that you want to use and go
through all the five stages. And then probably repeat
the cycle as per the final, the pink that will be revealed to you in the testing phase. I hope you got a quick overview of design
thinking the video. Thank you.
Meghana NextGen HR, HR and Training Development Professional
