Design Thinking Process For Empathize, Define, And Ideate

Showcases the steps in creating a design thinking presentation

1. Design Thinking Process
Unit 2
CIT6 Capstone Project 1
Lovely Jenn A. Reformado

2. Table of Contents
•Introduction to design thinking
process
•Identifying stakeholders
•Empathize
•Define
•Ideate
•Prototype
•Test
NOTICE

This presentation was
prepared by Ms. Lovely Jenn
Reformado for the
PERSONAL AND
EDUCATIONAL USE of the
students taking up CIT6
Capstone Project 1

Unauthorized public use and
distribution is prohibited

3. Introduction to Design
Thinking
What is design thinking? | Design thinking methodology | Design
thinking for researchers | List of deliverables

4. What is Design Thinking?
•Solving complex
problems In a
user-centric way
•Steps:
•Empathize
•Define
•Ideate
•Prototype
•Test

5. What is Design Thinking?
Principles of Design Thinking
•The human rule
•All design is social in nature
•The ambiguity rule
•Ambiguity is inevitable - experiment at the limits of your
knowledge
•All design is redesign
•Technology and social circumstances may change, but
basic human needs remain unchanged
•The tangibility rule
•Prototypes help to make ideas tangible, enabling designers
to communicate them effectively

6. Design Thinking Methodologies
Ideate

Generate
ideas by
exploring
unexpec-
ted areas
Define

Synthesize
and
identify
the
problem
Empathize

Identify
and
under-
stand the
problem
Prototype

Getting
ideas out
into the
real world
Test

Validate
created
solutions
to actual
users

7. Design Thinking for Researchers
Design thinking in research is usually conducted when
developing tangible solutions to problems
•Product development
•Policy creation
•Event planning and implementation
Includes research methodologies and techniques in select
stages for design thinking
•Empathize - interview, survey, literature review
•Ideate - literature review
•Test - interview, focus group discussion

8. List of Deliverables
DT Stages Deliverable(s)
EmpathizeEmpathy map per stakeholder
Define Persona / storyboard, value proposition canvas
Ideate Impact-effort matrix with literature review
PrototypeLow-fidelity prototype
Test Usability testing, design thinking presentation

9. Identifying Stakeholders
What is a stakeholder? | Stakeholders in the product supply chain |
Types of stakeholders | Stakeholder analysis

10. What is a Stakeholder?
•Person, group, or organization with vested interest or
stake in the decision-making and activities of a project
•Entities that would be interviewed / referred to during
the design thinking processes
•May be identified according to:
•Product supply chain
•Types of jobs to be done
•Prioritized through the stakeholder analysis
•Stakeholder analysis - Process of identifying and prioritizing
stakeholders to identify the ways on how to communicate
and involve each stakeholder

11. Stakeholders in the Product Supply
Chain
Raw materials Supplier Manufacturer
Distributor /
wholesale
supplier
Retailer
Customer and
user

12. Types of Stakeholders
Influencer
•Opinions might count and whom the decision maker
might want to listen to, even in an informal way
Recommender
•Carry out search and evaluation processes and create
a formal recommendation
Economic Buyer
•Controls the budget; concern is about financial
performance and budgetary efficiency

13. Types of Stakeholders
Decision Maker
•Responsible for choice of product / service; usually has
authority over budget
End User
•May be passive or active, depending on how much say
they have in the decision process
Saboteur
•Obstructs or derails the process of search, evaluation,
and purchase of a product / service

14. Stakeholder Analysis
Done conducted through the Power-Interest Grid
High interest, low power
Keep informed
Contemporary groups, non-government
organizations, and local residents
High interest, high power
Manage closely
Project sponsors, major investors, and
key decision makers
Low interest, low power
Monitor
Entities who might be affected but do
not have a direct involvement
Low interest, high power
Keep satisfied
Regulatory bodies, local authorities, and
government agencies
High
Low
Low HighPower/Influence Level
Interest
Level

15. Stakeholder Analysis
Steps for Stakeholder Analysis
1.Identify stakeholders
a.Base them either through the supply chain / jobs-to-be-done
b.Minimum of three (3) stakeholders
2.Identify the power and interest level for each
stakeholder
3.Identify a person to contact and collaborate with
during the design thinking process
4.Prioritize the stakeholders to talk to during the process
a.Base the power / influence level as a means to prioritize, with
the interest level as a secondary factor

16. Empathize
What is the empathize stage? | Steps in the empathize stage |
Guidelines for conducting interviews | Empathy map | Guidelines for
creating the empathy map | Refining the empathy map with
literature review

17. What is the Empathize Stage?
•Identify and understand the
problem of the user
•Drop assumptions,
judgements, and biases
•Create open-ended
questions through
engagement, observation,
and/or immersion
•Use the empathy map to
summarize these problems
Stake-
holder
Does Says
Thinks Feels

18. Steps in the Empathize Stage
1.Identify at least three (3) people per stakeholder group
a.For a target office / organization, 1-2 persons may suffice
2.Prepare interview questions based on the root cause(s)
to be focused on
3.Conduct interviews with stakeholders
4.Summarize results in empathy map
5.Conduct additional research through literature review
6.Refine empathy map

19. Guidelines for Conducting Interviews
•Prepare generalized, open-ended questions
•What is your daily routine regarding this root cause?
•How do these problems impact your daily life?
•What are the expected outcomes / goals you wish to see
when addressing this problem?
•Do NOT create too many questions
•Do NOT use terms like “system”, “app”, “software”, or
any term that will allude to a solution, particularly a
tech-based one
•Be prepared to answer follow-up questions to further
detail their problems and goals

20. Empathy Map
•Document that summarizes
the results of the interviews
conducted
•One empathy map is for only
one (1) stakeholder
•Sort sentiments to one of the
following:
•Does
•Says
•Thinks
•Feels
Stake-
holder
Does Says
Thinks Feels

21. Empathy Map
•Does
•Actions the user takes
•Daily activities or solutions that
they have attempted
•Says
•What a user says out loud
•Includes direct quotes and
verbatim statements
•Thinks
•Things that may not want to
vocalize
•Feels
•Emotional states
•Ask why they feel that way
Stake-
holder
Does Says
Thinks Feels

22. Guidelines for Creating the Empathy
Map
•Set scope and goals
•Who’s the stakeholder?
•Is it to know the stakeholder or the problem?
•Use sticky notes
•Easier to move around
•Use one color per team member
•Merge with data gathering tools
•Include existing literature in the empathy map
•Don’t be afraid to edit
•Conflicting ideas may be present
•Move around ideas if needed

23. Refining the Empathy Map with
Literature Review
Additional literature review may be done if there are:
•Too few answers
•Conflicting ideas
•Needs for more detailed explanation (ex. phenomena)
•Needs to validate the statements mentioned by the
interviewees
Utilize in-text citation for answers identified through literature
review
•Journals and conference publications
•News articles

24. Define
What is the define stage? | Storyboard and persona | What is a
value proposition? | Value proposition canvas | How to create the
value proposition canvas

25. What is the Define Stage?
•Use ideas from the
empathize stage to
look for insights and
needs
•Outputs include:
•Storyboard or
persona
•Value proposition
canvas

26. Storyboard and Persona
Storyboard
•Visual timeline to show
day-to-day struggles of
the stakeholder
•Used if there is a routine /
process inherent to the
problem
Persona
•Profile representing a
typical stakeholder
•Used if there is there is a
focus to the
characteristics of the
problem and stakeholder
IMPORTANT: Use only one of the following for the first half of the
Define stage; do NOT use both at the same time

27. Storyboard and Persona
Guidelines in Developing a
Storyboard
•Narrow 4-6 key moments
in the routine / journey
•Focus on the struggles
encountered
•Prevent including words
/ dialogue in the output
•Each use case is one
storyboard

28. Storyboard and Persona
Guidelines in Developing a
Persona
•Create a fictional
representative, not a
reflection of the one(s)
interviewed
•Include only key info:
•Name photo
•Basic demographic
information
•Needs and tasks
•Expectations and desires
Bernadette’s classes are conducted
online due to the pandemic, and
she struggles with limited access to
immersive training opportunities and
specialized equipment, leading to
limited preparedness for real-world
scenarios. It especially frustrates her
since she wants to pass the CLE,
which she will take a few months
after her graduation.
Bernadette, 21
BS Criminology, final year
XYZ University

29. What is a Value Proposition?
•Summarization of why a
stakeholder should consider a
solution
•Focuses on the characteristics
of the solution (i.e. outcomes),
not the solution itself
•Ways on developing a value
proposition:
•Point-of-view (POV)
•Value proposition statement
•Value proposition canvas
Problem Solution
Target
market
Value

30. Value Proposition Canvas
Framework that
ensures a solution
is positioned
around what the
customer values
and needs
•Stakeholder
segment
•Value creator
Jobs-to-
be-done
Pains
GainsProducts
and
services
Pain reliever
Gain creator

31. Value Proposition Canvas
Stakeholder Segment
•Jobs-to-be- Done
•Problems trying to be solved
•Needs that requires satisfying
•Pains
•Anything that can have a
negative effect before, during,
and after the innovation
•Gains
•Outcomes and impacts that
the customer would expect or
desired from the innovation
Jobs-to-b
e-done
Pains
Gains

32. Value Proposition Canvas
Value Creator
•Outcomes
•Characteristics that determine
success of jobs-to-be-done
•Pain reliever
•Explains how the products and
services addresses the pains
identified
•Gain creator
•Explains how the products and
services achieves the gains
identified
Outcomes
Pain reliever
Gain creator

33. How to Create the Value Proposition
Canvas
•Identify stakeholders
•Observe or define a phenomenon or market need
•Include the jobs, pains, and gains of the stakeholder
•Product or service
•Develop a hypothesis about a solution to the problem
identified by the stakeholders
•Conduct testing
•Conduct an experiment to the actual customer segment to
test the hypothesis
•Re-adjust the canvas
•Adjust the contents of the value proposition canvas based on
the results of the testing

34. Ideate
What is the ideate stage? | Review: solution generation |
Introduction to literature review | Steps in literature review |
Impact-effort matrix | Guidelines for creating the impact-effort matrix

35. What is the Ideate Stage?
•Explore wide solution space
•Generate as many ideas as
possible, then prioritize them
for testing
•Outputs:
•Literature review matrix for
possible solutions
•Impact-effort matrix to rate
ideas
Easy
wins
Big
bets
Incremen-
tal
Money pit
ideas
Effort
Impact

36. Review: Solution Generation
Solution should have an integration of at least one (1)
IT emerging technology:
Artificial intelligence Big Data Blockchain
Cloud services Computer vision Cybersecurity
Data analytics Digital twin Encryption
Extended reality Gamification Internet-of-Things
Metaverse NLP Web 3.0

37. Introduction to Literature Review
•Synthesizing available literatures on a topic
•Usually includes journal publications and conference
proceedings
•Can also include books and news articles depending on the
field of study
•Literature review can be seen in research through:
•Review of related literature
•Systematic literature review
•Answering a specific objective through literature review
IMPORTANT: For Capstone Project 1, literature review shall be the
basis for generating ideas to be used in the Impact-Effort Matrix

38. Steps in Literature Review
1.Choose databases
2.Identify keywords
3.Identify inclusion and exclusion criteria
4.Conduct literature search
5.Review results
6.Synthesize the information gathered

39. Steps in Literature Review
1.Choose databases
2.Identify keywords
3.Identify inclusion and exclusion criteria
4.Conduct literature search
5.Review results
6.Synthesize the information gathered

40. Steps in Literature Review
1. Choose Databases
•Website of a research database either from an
organization, company, or social media
•Limit the choice of database(s) to around 1-3
•Recommended databases for ITCS:
•ACM Digital Library - https://dl.acm.org/
•Directory of Open Access Journals - https://doaj.org/
•Elsevier - https://www.sciencedirect.com/
•IEEE Explore - https://ieeexplore.ieee.org/Xplore/home.jsp
•Open Access - https://www.openaccess.nl/en

41. Steps in Literature Review
2. Identify Keywords
•Identify what will be searched in the databases
•Keep it simple
•Focus on finding solution to the key problems identified in the
value proposition canvas
•Sample keywords to search:
•“IT solution” + topic: IT solution police training
•“ICT” + topic: ICT training
•Topic + “solution”: Access to police equipment solution
•Depending on the research database, take note of
their search criteria

42. Steps in Literature Review
3. Identify Inclusion and Exclusion Criteria
•Filter out irrelevant data by:
•Limiting the years (Earliest year of publication should be 2020)
•Language (i.e. English only)
•Requiring certain keywords to be present in a particular order
•Identify other inclusion and exclusion criteria when
identifying papers:
•Do not focus on business processes and frameworks
•Do not include non-emerging and nascent technologies
•Consider topics that may not be in the same field but have
similar purpose

43. Steps in Literature Review
4. Conduct Literature Search
•Literature reviews recommend for ALL relevant
information to be taken
•For the Impact-Effort Matrix, the focus shall be on features
and technologies used
•In systematic literature reviews, all relevant information from
the database MUST be taken
•Focus on reading the abstract and/or conclusions
•Look to the recommendations and methodologies if needed
•When looking for recommendations in the Impact-Effort
Matrix, title and abstract should suffice

44. Steps in Literature Review
5. Review Results
•Remove any papers that are remotely related or not
related to the research
•If there are not enough results, then it may be necessary
to include more keywords or add more databases

45. Steps in Literature Review
6. Synthesize the Information
Gathered
•Focus on:
•ICT emerging technologies
•Features that would be able
to directly solve the root
causes
•Count how many research
publications were able to
use the same technologies /
features
Themes #
Artificial intelligence 5
Digital resources 8
Extended reality 6
Hardware-based technologies 4
Multimedia 11
Network-based technologies 4
Offline software 17
Pedagogical- based tools 8
Simulation- based software 4
Web-based software 10
Total 77

46. Impact-Effort Matrix
Tool used to help prioritize ideas to be turned to prototypes
High impact, low effort
Easy wins
Typical solutions to problems; may be
added, but not prioritized
High impact, high effort
Big bets
Primarily emerging technologies, priority
for prototyping
Low impact, low effort
Incremental
Features that may be added later;
usually included to build up others
Low impact, high effort
Money pit
Don’t bother considering, testing, or
including it as part of the solution
High
Low
Low HighEffort / Difficulty
Impact

47. Impact-Effort Matrix
Impact
•Refers to how drastic it
would be to solve the
identified problem
•Based on the results of
the literature review
conducted
•Number of publications
•Content of the literature
review
Effort / Difficulty
•Refers to how difficult /
how much resources is
needed to develop the
solution
•Based subjectively -
consider the capabilities
and resources available
to the team

48. Guidelines for Creating the
Impact-Effort Matrix
•Used to test ideas
•“Easy Wins” are not prioritized since it’s deemed to be
successful
•Go outside of the box
•Try to focus on ideas that you are not used to using
•Use sticky notes
•Easier to move around
•Include existing solutions to compare
•Estimates
•People tend to overestimate impact and underestimate
effort

49. Prototype
What is the prototype stage? | Guidelines in creating the prototypes

50. What is the Prototype Stage?
•Getting ideas out of your
head and into the
physical world
•Build to think and spark
additional ideas
•Test ideas without
investing too much time
and money
•Types:
•Low-fidelity prototypes
•Mid-fidelity prototypes
•High-fidelity prototypes

51. Guidelines in Creating the
Prototypes
•Ensure that all outputs in the “Big Bets” are tested
•If there is time, include “Incrementals” and “Easy Wins”
•If possible, include them already when doing prototypes of
the “Big Bets”
•Focus on only doing low-fidelity prototypes
•Done due to the time restraint and the amount of time
needed to test the prototypes
•Prototypes don’t matter if they are not tested
•Create the prototypes to where the stakeholder would
be able to understand
•If there are multiple stakeholders, no need to show the other
features for other stakeholders

52. Test
What is the test stage? | Usability testing | Types of testing

53. What is the Test Stage?
•Chance to refine
solutions and make them
better
•Informs the next iteration
of prototypes
•Test with users and in their
context
•Refine POV – sometimes
testing reveals that the
problem frame needs to
change

54. Usability Testing
•Practice of testing how
easy a design is to use
with a group of
representative users
•Involves repeated
observation of users
completing tasks
through different types
of designs

55. Usability Testing
Checklist
1.Determine the features to test
2.Set success metrics
3.Determine people to test on
4.Create task scenarios
5.Write a test script
6.Prepare test environment

56. Types of Testing
•Interview
•Allow users to use the prototype
•Record what they say, think, do, and feel when using the
prototype
•Survey
•Allow users to use the prototype
•Use existing surveys (i.e. usability survey) to check the usability
•Presentation
•Showcase your solution to a set of users
•Get their feedback after the presentation