Design Thinking - Module 4 - Prototyping and Testing Strategies - Dr. Rohan Dasgupta
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Oct 20, 2025
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About This Presentation
In these slides, I have discussed the following topics in detail:
1. Concept of prototyping and its purpose in design thinking
2. Types of prototypes: Low fidelity, high fidelity, MVP (theory only)
3. Prototyping strategies for products and services
4. Testing concepts: A/B testing, feedback loops, ...
Slide Content
Prototyping
and Testing
Strategies
Module No. 4
Dr. Rohan Dasgupta
and Testing
Strategies
Module No. 4
Dr. Rohan Dasgupta
4.1. Concept of Prototyping &
its purpose in Design Thinking
its purpose in Design Thinking
Concept of Prototyping
●A prototype is an early sample or model of a product or service.
●It makes abstract ideas tangible and testable.
●Prototypes allow quick communication of design intent.
●They help identify usability issues before large investments.
●Serve as a low-risk way to test assumptions.
●Core principle: “Prototyping is a tool for thinking and learning.”
●A prototype is an early sample or model of a product or service.
●It makes abstract ideas tangible and testable.
●Prototypes allow quick communication of design intent.
●They help identify usability issues before large investments.
●Serve as a low-risk way to test assumptions.
●Core principle: “Prototyping is a tool for thinking and learning.”
Purpose of Prototyping in Design Thinking
●Encourages experimentation and iteration.
●Helps align team members and stakeholders on shared vision.
●Bridges the gap between concept and reality.
●Provides opportunities for user engagement and feedback.
●Accelerates innovation by reducing uncertainty.
●Supports the mindset: “Fail early, fail cheap, sail forward.”
●Encourages experimentation and iteration.
●Helps align team members and stakeholders on shared vision.
●Bridges the gap between concept and reality.
●Provides opportunities for user engagement and feedback.
●Accelerates innovation by reducing uncertainty.
●Supports the mindset: “Fail early, fail cheap, sail forward.”
4.2. Types of Prototypes
Low-Fidelity (LoFi) Prototypes
●Simple, quick, and inexpensive to create.
●Examples: paper sketches, cardboard models, LEGO builds.
●Focus on broad concepts rather than fine details.
●Useful in early design stages for brainstorming.
●Encourages creativity and exploration.
●Helps gather quick feedback without heavy investment.
●Simple, quick, and inexpensive to create.
●Examples: paper sketches, cardboard models, LEGO builds.
●Focus on broad concepts rather than fine details.
●Useful in early design stages for brainstorming.
●Encourages creativity and exploration.
●Helps gather quick feedback without heavy investment.
High-Fidelity (HiFi) Prototypes
●More detailed and closer to the final product.
●Examples: digital mockups, interactive apps, 3D printed models.
●Provides realistic user interactions and experiences.
●Useful for usability testing and refining design details.
●Requires more time, skill, and resources to build.
●Helps stakeholders visualize the final look and feel.
●More detailed and closer to the final product.
●Examples: digital mockups, interactive apps, 3D printed models.
●Provides realistic user interactions and experiences.
●Useful for usability testing and refining design details.
●Requires more time, skill, and resources to build.
●Helps stakeholders visualize the final look and feel.
Minimum Viable Product (MVP)
●Simplest working version of the product.
●Includes only the most essential features.
●Allows real-world testing with target users.
●Helps validate core assumptions quickly.
●Reduces risk of over-investing in unproven ideas.
●Often used in startups to test market potential.
●Simplest working version of the product.
●Includes only the most essential features.
●Allows real-world testing with target users.
●Helps validate core assumptions quickly.
●Reduces risk of over-investing in unproven ideas.
●Often used in startups to test market potential.
Examples of Different Types of Prototypes
●LoFi Prototype
○Product: Paper sketches of a new mobile app interface (drawn screens with arrows
showing navigation).
○Service: Role-play with students acting out steps of a new library self-checkout
process using cue cards.
●HiFi Prototype
○Product: Interactive digital prototype of a smart home control app built in Figma.
○Service: Detailed storyboard of a hospital patient check-in experience with
realistic visuals and dialogue.
●MVP Prototype
○Product: A basic version of an online food delivery app that allows only browsing a
limited menu and placing orders (no payment gateway yet).
○Service: A pilot program for bike-sharing in a small neighborhood with just a few
stations and limited bikes to test demand.
●LoFi Prototype
○Product: Paper sketches of a new mobile app interface (drawn screens with arrows
showing navigation).
○Service: Role-play with students acting out steps of a new library self-checkout
process using cue cards.
●HiFi Prototype
○Product: Interactive digital prototype of a smart home control app built in Figma.
○Service: Detailed storyboard of a hospital patient check-in experience with
realistic visuals and dialogue.
●MVP Prototype
○Product: A basic version of an online food delivery app that allows only browsing a
limited menu and placing orders (no payment gateway yet).
○Service: A pilot program for bike-sharing in a small neighborhood with just a few
stations and limited bikes to test demand.
4.3. Prototyping strategies for
products and services
products and services
Prototyping strategies for Products
●Paper Sketches: Quick hand-drawn layouts to explore concepts cheaply.
Image Courtesy: Medium
●Paper Sketches: Quick hand-drawn layouts to explore concepts cheaply.
Image Courtesy: Medium
Prototyping strategies for Products
●Cardboard/Physical Models: Rough shapes for testing ergonomics and form.
Image Courtesy: WebJunction
●Cardboard/Physical Models: Rough shapes for testing ergonomics and form.
Image Courtesy: WebJunction
Prototyping strategies for Products
Image Courtesy: All3DP
●3D Printed Models: Accurate representations to check size, fit, and usability
Image Courtesy: All3DP
●3D Printed Models: Accurate representations to check size, fit, and usability
Prototyping strategies for Products
●Digital Wireframes: Layout of apps/websites created using Figma/Sketch.
Image Courtesy: Figma
●Digital Wireframes: Layout of apps/websites created using Figma/Sketch.
Image Courtesy: Figma
Prototyping strategies for Products
●Interactive Mockups: Clickable app/site versions simulating navigation.
Image Courtesy: Inkscape
●Interactive Mockups: Clickable app/site versions simulating navigation.
Image Courtesy: Inkscape
Prototyping strategies for Products
●Wizard of Oz Technique: Product appears automated, but humans simulate functions in
the background.
Image Courtesy: Nielsen Norman Group
●Wizard of Oz Technique: Product appears automated, but humans simulate functions in
the background.
Image Courtesy: Nielsen Norman Group
Summary: Prototyping strategies for Products
●Paper Sketches: Quick hand-drawn layouts to explore concepts cheaply.
●Cardboard/Physical Models: Rough shapes for testing ergonomics and form.
●3D Printed Models: Accurate representations to check size, fit, and usability.
●Digital Wireframes: Layout of apps/websites created using Figma/Sketch.
●Interactive Mockups: Clickable app/site versions simulating navigation.
●Wizard of Oz Technique: Product appears automated, but humans simulate functions in
the background.
●Paper Sketches: Quick hand-drawn layouts to explore concepts cheaply.
●Cardboard/Physical Models: Rough shapes for testing ergonomics and form.
●3D Printed Models: Accurate representations to check size, fit, and usability.
●Digital Wireframes: Layout of apps/websites created using Figma/Sketch.
●Interactive Mockups: Clickable app/site versions simulating navigation.
●Wizard of Oz Technique: Product appears automated, but humans simulate functions in
the background.
Activity: Prototype Challenge #1
●Group formation: 3-4 members in a group
●Choose any one solution:
○Self service canteen
○Online assignment submission portal
○Event registration process
●Prototype: For the chosen solution, propose one of each
○Lo-fi prototype
○Hi-fi prototype
○MVP concept
●Group formation: 3-4 members in a group
●Choose any one solution:
○Self service canteen
○Online assignment submission portal
○Event registration process
●Prototype: For the chosen solution, propose one of each
○Lo-fi prototype
○Hi-fi prototype
○MVP concept
Prototyping strategies for Services
1. Role-Playing
●In this method, team members act out the roles of customers and service providers.
●Helps simulate interactions and identify emotional responses.
●Example: Students act as “patients” and “doctors” to test a new hospital check-in
process.
●Benefits: Uncovers hidden challenges in body language, timing, and communication.
1. Role-Playing
●In this method, team members act out the roles of customers and service providers.
●Helps simulate interactions and identify emotional responses.
●Example: Students act as “patients” and “doctors” to test a new hospital check-in
process.
●Benefits: Uncovers hidden challenges in body language, timing, and communication.
Prototyping strategies for Services
2. Storyboarding
●Visual representation of the sequence
of events in a service experience.
●Each frame highlights a customer
touchpoint or decision.
●Example: A storyboard showing a
student ordering food in the canteen
app and picking it up.
●Benefits: Easy to spot pain points and
gaps in the journey.
2. Storyboarding
●Visual representation of the sequence
of events in a service experience.
●Each frame highlights a customer
touchpoint or decision.
●Example: A storyboard showing a
student ordering food in the canteen
app and picking it up.
●Benefits: Easy to spot pain points and
gaps in the journey.
Prototyping strategies for Services
3. Service Blueprinting
●A detailed diagram of the service process, showing:
●Frontstage (visible): What the customer sees.
●Backstage (invisible): Internal processes and staff actions.
●Example: Online food delivery app → Customer orders, backend kitchen prepares, delivery
person assigned.
●Benefits: Clarifies dependencies between staff, technology, and customers.
3. Service Blueprinting
●A detailed diagram of the service process, showing:
●Frontstage (visible): What the customer sees.
●Backstage (invisible): Internal processes and staff actions.
●Example: Online food delivery app → Customer orders, backend kitchen prepares, delivery
person assigned.
●Benefits: Clarifies dependencies between staff, technology, and customers.
Prototyping strategies for Services
4. Experience Prototyping
●Recreates the real environment in which the service occurs.
●Example: Setting up a mock bank counter or help desk in the classroom to test interactions.
●Benefits: Users feel the actual flow, waiting time, and atmosphere.
4. Experience Prototyping
●Recreates the real environment in which the service occurs.
●Example: Setting up a mock bank counter or help desk in the classroom to test interactions.
●Benefits: Users feel the actual flow, waiting time, and atmosphere.
Prototyping strategies for Services
5. Customer Journey Mapping
●Plots the emotions, thoughts, and actions of the customer at each stage of the service.
●Example: Mapping how students feel while registering for an exam online → confusion,
satisfaction, frustration.
●Benefits: Focuses on emotional highs and lows to improve user experience.
5. Customer Journey Mapping
●Plots the emotions, thoughts, and actions of the customer at each stage of the service.
●Example: Mapping how students feel while registering for an exam online → confusion,
satisfaction, frustration.
●Benefits: Focuses on emotional highs and lows to improve user experience.
Prototyping strategies for Services
6. Pilot Programs
●A small-scale trial version of the service before a full rollout.
●Example: Launching a limited bus shuttle service on campus to test routes and demand.
●Benefits: Provides real-world data, reduces risk, and allows quick iteration.
6. Pilot Programs
●A small-scale trial version of the service before a full rollout.
●Example: Launching a limited bus shuttle service on campus to test routes and demand.
●Benefits: Provides real-world data, reduces risk, and allows quick iteration.
Summary: Prototyping strategies for Services
●Role-Playing: Students/staff act as customers and providers to simulate service flow.
●Storyboarding: Visual sequence of customer journey, highlighting pain points.
●Service Blueprints: Diagrams of frontstage (customer-facing) and backstage (support)
activities.
●Experience Prototypes: Mock setups (e.g., classroom, waiting room) to test service
interactions.
●Journey Mapping: Charting emotions, actions, and touchpoints across service stages.
●Pilot Programs: Limited trial run of the service to test before full-scale rollout.
●Role-Playing: Students/staff act as customers and providers to simulate service flow.
●Storyboarding: Visual sequence of customer journey, highlighting pain points.
●Service Blueprints: Diagrams of frontstage (customer-facing) and backstage (support)
activities.
●Experience Prototypes: Mock setups (e.g., classroom, waiting room) to test service
interactions.
●Journey Mapping: Charting emotions, actions, and touchpoints across service stages.
●Pilot Programs: Limited trial run of the service to test before full-scale rollout.
Activity: Prototype Challenge #2
●Group formation: 3-4 members in a group
●Choose any one service:
○Self service canteen
○Assignment submission (offline)
○Event registration process (offline)
○Any other service of your choice
●Prototype Strategy:
○For the chosen service, propose one of prototype strategy and plan accordingly.
●Group formation: 3-4 members in a group
●Choose any one service:
○Self service canteen
○Assignment submission (offline)
○Event registration process (offline)
○Any other service of your choice
●Prototype Strategy:
○For the chosen service, propose one of prototype strategy and plan accordingly.
4.4. Testing Concepts
Testing Concepts
1.A/B Testing
2.Feedback Loops
3.Usability Testing
1.A/B Testing
2.Feedback Loops
3.Usability Testing
Testing Concepts: A/B Testing
●A/B testing (or split testing) is an experiment comparing two versions of a product, service, or
feature to determine which performs better.
●Version A = Control (original design)
●Version B = Variant (new design or change)
●Goal: Test user response objectively using data and evidence.
●It’s like a scientific experiment applied to design decisions.
●A/B testing (or split testing) is an experiment comparing two versions of a product, service, or
feature to determine which performs better.
●Version A = Control (original design)
●Version B = Variant (new design or change)
●Goal: Test user response objectively using data and evidence.
●It’s like a scientific experiment applied to design decisions.
Testing Concepts: A/B Testing
Why use A/B Testing in Design Thinking?
●Helps validate design assumptions with real users.
●Reduces guesswork in prototype improvement.
●Encourages evidence-based iteration.
●Reveals user preferences and pain points.
●Supports continuous improvement after prototyping.
●In the “Testing” phase, A/B tests guide which version to scale up.
Why use A/B Testing in Design Thinking?
●Helps validate design assumptions with real users.
●Reduces guesswork in prototype improvement.
●Encourages evidence-based iteration.
●Reveals user preferences and pain points.
●Supports continuous improvement after prototyping.
●In the “Testing” phase, A/B tests guide which version to scale up.
Testing Concepts: A/B Testing
How A/B Testing Works…
●Identify the goal (e.g., increase sign-ups, clicks, satisfaction).
●Create two versions (A and B).
●Randomly split users into two groups.
●Measure performance metrics (quantitative data).
●Analyze results statistically.
●Adopt the better version or iterate further.
●Tip: Keep one variable different between A and B for clarity.
How A/B Testing Works…
●Identify the goal (e.g., increase sign-ups, clicks, satisfaction).
●Create two versions (A and B).
●Randomly split users into two groups.
●Measure performance metrics (quantitative data).
●Analyze results statistically.
●Adopt the better version or iterate further.
●Tip: Keep one variable different between A and B for clarity.
Testing Concepts: A/B Testing
Example: Product
●Scenario: A startup tests two versions of its app’s “Sign Up” button.
●Version A: Blue button, “Register Now”
●Version B: Green button, “Join Us Free”
●Result: Version B increases clicks by 15%.
●Insight: Wording and color both affect user behavior.
Example: Product
●Scenario: A startup tests two versions of its app’s “Sign Up” button.
●Version A: Blue button, “Register Now”
●Version B: Green button, “Join Us Free”
●Result: Version B increases clicks by 15%.
●Insight: Wording and color both affect user behavior.
Testing Concepts: A/B Testing
Example: Service
●Scenario: A college cafeteria tests two queue systems.
●Version A: One common line
●Version B: Two separate lines for hot & cold food
●Result: Students spend 30% less time waiting in Version B.
●Insight: Service design changes can improve user experience measurably.
Example: Service
●Scenario: A college cafeteria tests two queue systems.
●Version A: One common line
●Version B: Two separate lines for hot & cold food
●Result: Students spend 30% less time waiting in Version B.
●Insight: Service design changes can improve user experience measurably.
Testing Concepts: A/B Testing
Advantages
●Simple and low-cost to implement
●Provides data-driven insights
●Reduces design risk
●Helps optimize prototypes before full-scale launch
●Promotes user-centered decision-making
Advantages
●Simple and low-cost to implement
●Provides data-driven insights
●Reduces design risk
●Helps optimize prototypes before full-scale launch
●Promotes user-centered decision-making
Testing Concepts: A/B Testing
Disadvantages
●Tests only small design changes effectively
●Requires enough users/data to be valid
●External factors (timing, context) can skew results
●Doesn’t explain why users prefer something — just what works better
TIP: Use A/B testing along with qualitative feedback (like interviews).
Disadvantages
●Tests only small design changes effectively
●Requires enough users/data to be valid
●External factors (timing, context) can skew results
●Doesn’t explain why users prefer something — just what works better
TIP: Use A/B testing along with qualitative feedback (like interviews).
Testing Concepts: Feedback Loops
●A feedback loop is a process where the results of an action are fed back into the system to
influence future actions.
●In design, it means learning from user responses and refining the design continuously.
●Core idea: “Build → Test → Learn → Improve.”
●Design evolves through repeated cycles of feedback.
●A feedback loop is a process where the results of an action are fed back into the system to
influence future actions.
●In design, it means learning from user responses and refining the design continuously.
●Core idea: “Build → Test → Learn → Improve.”
●Design evolves through repeated cycles of feedback.
Testing Concepts: Feedback Loops
●Ensures user-centered design decisions.
●Reduces errors and wrong assumptions early.
●Encourages continuous improvement.
●Builds a learning mindset among designers.
●Bridges the gap between prototype and final solution.
●Without feedback, design becomes guesswork.
●Ensures user-centered design decisions.
●Reduces errors and wrong assumptions early.
●Encourages continuous improvement.
●Builds a learning mindset among designers.
●Bridges the gap between prototype and final solution.
●Without feedback, design becomes guesswork.
Testing Concepts: Feedback Loops
●Types of Feedback Loops
●Positive Feedback Loop
○Reinforces or amplifies change.
○Example: A feature users love → designers enhance it further
●Negative Feedback Loop
○Reduces or corrects undesired behavior.
○Example: Users find navigation confusing → designers simplify it.
Both loops are valuable for guiding iteration.
●Types of Feedback Loops
●Positive Feedback Loop
○Reinforces or amplifies change.
○Example: A feature users love → designers enhance it further
●Negative Feedback Loop
○Reduces or corrects undesired behavior.
○Example: Users find navigation confusing → designers simplify it.
Both loops are valuable for guiding iteration.
Testing Concepts: Feedback Loops
●Feedback Loop Cycle
●Action: Implement a design or feature.
●Observe: Gather user response or data.
●Reflect: Analyze what worked or didn’t.
●Adjust: Modify the design accordingly.
Repeat until user needs and design goals align.
●Feedback Loop Cycle
●Action: Implement a design or feature.
●Observe: Gather user response or data.
●Reflect: Analyze what worked or didn’t.
●Adjust: Modify the design accordingly.
Repeat until user needs and design goals align.
Testing Concepts: Feedback Loops
●Example: Product Design
Scenario: A mobile app prototype for food delivery.
Version 1: Long checkout process → users drop off.
Feedback: “Too many steps.”
Revision: Combine address and payment screens.
Result: 30% higher completion rate.
Feedback loop led to a simpler, more effective design.
●Example: Product Design
Scenario: A mobile app prototype for food delivery.
Version 1: Long checkout process → users drop off.
Feedback: “Too many steps.”
Revision: Combine address and payment screens.
Result: 30% higher completion rate.
Feedback loop led to a simpler, more effective design.
Testing Concepts: Feedback Loops
●Example: Service Design
Scenario: A hospital introduces a new appointment system.
Feedback from patients: “Too confusing; unclear timings.”
Designers observe and simplify booking flow.
Feedback again: “Now it’s easier to use.”
Iterative improvements based on real-world experience.
●Example: Service Design
Scenario: A hospital introduces a new appointment system.
Feedback from patients: “Too confusing; unclear timings.”
Designers observe and simplify booking flow.
Feedback again: “Now it’s easier to use.”
Iterative improvements based on real-world experience.
Testing Concepts: Feedback Loops
●Sources of Feedback
●User interviews and surveys
●Observation of user behavior
●Usability testing sessions
●Analytics (clicks, time, errors)
●Peer and expert reviews
●Customer support queries
Collect both quantitative and qualitative feedback.
●Sources of Feedback
●User interviews and surveys
●Observation of user behavior
●Usability testing sessions
●Analytics (clicks, time, errors)
●Peer and expert reviews
●Customer support queries
Collect both quantitative and qualitative feedback.
Testing Concepts: Feedback Loops
●Best Practices for Managing Feedback
●Encourage open and honest feedback.
●Separate idea from ego – don’t take feedback personally.
●Document all feedback for future iterations.
●Use visual boards or tools (Miro, Trello) to track loops.
●Involve diverse users for well-rounded insights.
●Best Practices for Managing Feedback
●Encourage open and honest feedback.
●Separate idea from ego – don’t take feedback personally.
●Document all feedback for future iterations.
●Use visual boards or tools (Miro, Trello) to track loops.
●Involve diverse users for well-rounded insights.
Testing Concepts: Usability Testing
●A method of evaluating a prototype or product by observing real users as they complete tasks.
●Focuses on how easy and effective the design is to use.
●Goal: Identify problems in user interaction and improve user experience.
●It’s not about what users say, but what they actually do.
●A method of evaluating a prototype or product by observing real users as they complete tasks.
●Focuses on how easy and effective the design is to use.
●Goal: Identify problems in user interaction and improve user experience.
●It’s not about what users say, but what they actually do.
Testing Concepts: Usability Testing
●Ensures the design is intuitive and user-friendly.
●Reveals hidden usability issues early.
●Saves time and cost by fixing problems before full development.
●Validates whether the design meets user expectations.
●Builds empathy and understanding of user behavior.
●A design that isn’t usable fails, no matter how creative it is.
●Ensures the design is intuitive and user-friendly.
●Reveals hidden usability issues early.
●Saves time and cost by fixing problems before full development.
●Validates whether the design meets user expectations.
●Builds empathy and understanding of user behavior.
●A design that isn’t usable fails, no matter how creative it is.
Testing Concepts: Usability Testing
●Key Questions in Usability Testing
○Can users understand how to use the design?
○Can they complete tasks efficiently?
○Do they make errors? If so, where and why?
○How satisfied are users with the experience?
○What improvements can be made?
●Key Questions in Usability Testing
○Can users understand how to use the design?
○Can they complete tasks efficiently?
○Do they make errors? If so, where and why?
○How satisfied are users with the experience?
○What improvements can be made?
Testing Concepts: Usability Testing
●The Usability Testing Process
○Define goals – What do you want to learn?
○Select participants – Real or representative users.
○Create test scenarios – Realistic tasks for users to perform.
○Conduct the test – Observe silently, take notes.
○Collect feedback – Through observation & interviews.
○Analyze and improve – Identify pain points & redesign.
●The Usability Testing Process
○Define goals – What do you want to learn?
○Select participants – Real or representative users.
○Create test scenarios – Realistic tasks for users to perform.
○Conduct the test – Observe silently, take notes.
○Collect feedback – Through observation & interviews.
○Analyze and improve – Identify pain points & redesign.
Testing Concepts: Usability Testing
●Example : Product Design
○Scenario: Prototype of a college bus tracking app.
○Users struggle to find the “Bus Location” button.
○Feedback: “Icon looks like a map marker, not a bus.”
○Redesign: Replace icon + add label “Track My Bus.”
○Result: 80% reduction in user confusion.
○Small usability tweaks can make a big difference.
●Example : Product Design
○Scenario: Prototype of a college bus tracking app.
○Users struggle to find the “Bus Location” button.
○Feedback: “Icon looks like a map marker, not a bus.”
○Redesign: Replace icon + add label “Track My Bus.”
○Result: 80% reduction in user confusion.
○Small usability tweaks can make a big difference.
Testing Concepts: Usability Testing
●Example : Service Design
○Scenario: University library self-checkout kiosk.
○Students forget to scan their ID first → error message.
○Feedback: “No instruction shown at the start.”
○Solution: Add visual cue & voice prompt → smoother process.
○Testing real interactions improves service flow.
●Example : Service Design
○Scenario: University library self-checkout kiosk.
○Students forget to scan their ID first → error message.
○Feedback: “No instruction shown at the start.”
○Solution: Add visual cue & voice prompt → smoother process.
○Testing real interactions improves service flow.
Testing Concepts: Usability Testing
●Example : Service Design
○Scenario: University library self-checkout kiosk.
○Students forget to scan their ID first → error message.
○Feedback: “No instruction shown at the start.”
○Solution: Add visual cue & voice prompt → smoother process.
○Testing real interactions improves service flow.
●Example : Service Design
○Scenario: University library self-checkout kiosk.
○Students forget to scan their ID first → error message.
○Feedback: “No instruction shown at the start.”
○Solution: Add visual cue & voice prompt → smoother process.
○Testing real interactions improves service flow.
Testing Concepts: Usability Testing
●Methods of Usability Testing
Method Description When To Use
Moderated testing Facilitator guides user & asks questionsEarly prototypes
Unmoderated testing User interacts independently Later stages
Remote testing Conducted online Geographically distant users
A/B testing Compare two design versions During iteration
●Methods of Usability Testing
Method Description When To Use
Moderated testing Facilitator guides user & asks questionsEarly prototypes
Unmoderated testing User interacts independently Later stages
Remote testing Conducted online Geographically distant users
A/B testing Compare two design versions During iteration
Testing Concepts: Usability Testing
●Matrices in Usability Testing
?????? Quantitative metrics:
●Task completion rate
●Time on task
●Error rate
●Number of clicks
?????? Qualitative metrics:
●User satisfaction (rating scale)
●Verbal feedback (“think aloud” method)
●Emotional response
?????? Combine both for a holistic picture.
●Matrices in Usability Testing
?????? Quantitative metrics:
●Task completion rate
●Time on task
●Error rate
●Number of clicks
?????? Qualitative metrics:
●User satisfaction (rating scale)
●Verbal feedback (“think aloud” method)
●Emotional response
?????? Combine both for a holistic picture.
Testing Concepts: Usability Testing
●Tips for Effective Usability Testing
●Test early and often (even with paper prototypes)
●Observe silently — don’t help users during the test
●Ask open-ended questions afterward
●Record sessions (with consent) for review
●Test with at least 5 users to find most issues
Five users can uncover 80% of usability problems.
●Tips for Effective Usability Testing
●Test early and often (even with paper prototypes)
●Observe silently — don’t help users during the test
●Ask open-ended questions afterward
●Record sessions (with consent) for review
●Test with at least 5 users to find most issues
Five users can uncover 80% of usability problems.
4.5. Role of Experimentation & Failure
Role of Experimentation
●Experimentation is at the heart of innovation; it’s about trying ideas quickly and learning fast.
●Encourages exploration, creativity, and curiosity.
●Helps test assumptions and hypotheses through prototypes.
●Transforms abstract ideas into tangible experiences for users.
●Supports evidence-based design decisions — not guesswork.
●Cycle: Build → Observe → Learn → Refine → Repeat
●Experimentation helps designers move from imagination to insight.
●Experimentation is at the heart of innovation; it’s about trying ideas quickly and learning fast.
●Encourages exploration, creativity, and curiosity.
●Helps test assumptions and hypotheses through prototypes.
●Transforms abstract ideas into tangible experiences for users.
●Supports evidence-based design decisions — not guesswork.
●Cycle: Build → Observe → Learn → Refine → Repeat
●Experimentation helps designers move from imagination to insight.
Role of Failure
●In Design Thinking, failure = feedback, not defeat.
●Each failed prototype reveals what doesn’t work and why.
●Encourages a growth mindset — learning from mistakes.
●Reduces risk by failing early and cheaply instead of later and expensively.
●Builds resilience and confidence in iterative improvement.
●Motto: “Fail fast, fail forward, learn faster.”
●Every failure brings you one step closer to the right solution.
●In Design Thinking, failure = feedback, not defeat.
●Each failed prototype reveals what doesn’t work and why.
●Encourages a growth mindset — learning from mistakes.
●Reduces risk by failing early and cheaply instead of later and expensively.
●Builds resilience and confidence in iterative improvement.
●Motto: “Fail fast, fail forward, learn faster.”
●Every failure brings you one step closer to the right solution.
4.6. Metrics: Desirability, viability &
feasibility
feasibility
Metrices
●Design Thinking combines creativity with practicality.
●Every idea must be evaluated through three lenses:
○Desirability → Human / User needs
○Viability → Business / Sustainability
○Feasibility → Technical / Operational capability
●Goal: Find the sweet spot where all three intersect →
Innovative, Realistic, and Valuable Solution
●Design Thinking combines creativity with practicality.
●Every idea must be evaluated through three lenses:
○Desirability → Human / User needs
○Viability → Business / Sustainability
○Feasibility → Technical / Operational capability
●Goal: Find the sweet spot where all three intersect →
Innovative, Realistic, and Valuable Solution
Metrices: Desirability (the human lens)
●Focus: What do people want?
●Centers on user emotions, needs, and motivations.
●Asks: “Will people use or care about this?”
●Derived from empathy research, user interviews, and observations.
●Indicators of high desirability:
○Positive user feedback
○Ease of use and intuitive design
○Solves a meaningful problem
●Example: A public transport app that reduces waiting anxiety by showing real-time bus location.
●Focus: What do people want?
●Centers on user emotions, needs, and motivations.
●Asks: “Will people use or care about this?”
●Derived from empathy research, user interviews, and observations.
●Indicators of high desirability:
○Positive user feedback
○Ease of use and intuitive design
○Solves a meaningful problem
●Example: A public transport app that reduces waiting anxiety by showing real-time bus location.
Metrices: Viability (the business lens)
●Focus: Does it make sense to build it?
●Evaluates economic and strategic feasibility.
●Asks: “Can this idea sustain itself financially?”
●Involves:
○Cost-benefit analysis
○Market potential
○Business model fit
○Long-term sustainability
●Example: A solar-powered streetlight that reduces energy costs and pays back investment in 2
years.
●Focus: Does it make sense to build it?
●Evaluates economic and strategic feasibility.
●Asks: “Can this idea sustain itself financially?”
●Involves:
○Cost-benefit analysis
○Market potential
○Business model fit
○Long-term sustainability
●Example: A solar-powered streetlight that reduces energy costs and pays back investment in 2
years.
Metrices: Feasibility (the technical lens)
●Focus: Can we actually make it work?
●Checks technical practicality and resource availability.
●Asks: “Do we have the technology, time, and expertise?”
●Involves:
○Material availability
○Technological readiness
○Time and cost constraints
○Team skills
●Example: Using locally available materials to build a low-cost water filter prototype.
●Focus: Can we actually make it work?
●Checks technical practicality and resource availability.
●Asks: “Do we have the technology, time, and expertise?”
●Involves:
○Material availability
○Technological readiness
○Time and cost constraints
○Team skills
●Example: Using locally available materials to build a low-cost water filter prototype.
CREDITS: This presentation template was created by Slidesgo, and
includes icons by Flaticon, and infographics & images by Freepik
Thanks!
Do you have any questions?
[email protected]
9967569336
https://www.linkedin.com/in/drrohandasgupta/
includes icons by Flaticon, and infographics & images by Freepik
Thanks!
Do you have any questions?
[email protected]
9967569336
https://www.linkedin.com/in/drrohandasgupta/
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