Design thinking UNIT II DT.pptx presentation

Design thinking

1. UNIT II EMPATHIZE PHASE By Dr.K.Sengottaiyan Assoc. Professor, Mech. [email protected] 22CB005 – Design Thinking Thanks to and Resource from : Lee Chong Hwa, "Design Thinking The Guidebook", NA Edition, Design Thinking Master Trainers of Bhutan, NA, 2017.

2. Unit Wise Syllabus – DT 8/14/2025 UNIT II _ EMPATHIZE 2 UNIT I INTRODUCTION 9 Introduction to design thinking - Importance of design thinking for business – Phases of design thinking – Experiential activity – Case study. UNIT II EMPATHIZE PHASE 9 Empathize phase - Steps involved - Immersion activity- Questionnaire – Empathy map for case study UNIT III DEFINE PHASE 9 Creation of personas in define phase – steps in problem statement creation -problem statement definition – Examples – Key problem statements. UNIT IV IDEATION PHASE 9 Ideation phase steps – Ideation games – Ideate to find solutions – Doodling –Storytelling in presenting ideas and prototypes. UNIT V PROTOTYPE AND TESTING 9 Importance of prototype in design thinking –Guidelines - Prototyping the idea –Value proposition statement – Testing in design thinking – Prototype testing –Documentation – Design thinking in functional work – Mapping design thinking to agile methodologies.

3. Empathize Empathize is a mechanism to understand and share the feelings of your users to foster deep user understanding and be able to uncover the deep user insights and needs . Empathy is used to uncover the deep user insights and needs by gaining broader perspective of the citizens’ life. 8/14/2025 UNIT II _ EMPATHIZE 3

4. Empathize – Methods & Tools and Mindset & Attitudes and Process 8/14/2025 UNIT II _ EMPATHIZE 4

5. How to conduct Deep User Interviews Pre-interview preparation During the Interview Post Interview 8/14/2025 UNIT II _ EMPATHIZE 5

6. Deep User Interview- Questionnaire Deep user interview is an art of conversation to elicit stories and to uncover deep users’ insights and needs – both latent and unmet needs through understanding of the users’ Behaviour & feelings, Goals , Motivations , Aspirations , Values , Beliefs , Pains and challenges. 8/14/2025 UNIT II _ EMPATHIZE 6

7. T17 : Empathy Map 8/14/2025 UNIT II _ EMPATHIZE 7

8. Empathize - Methods and Tools Four Methods and Tools of Empathize. FIELD OBSERVATION ( POEMS ) DEEP USER INTERVIEW ( EMPATHY MAP & JOURNEY MAP ) NEEDS FINDING ( SAM & SPICE ) PERSONA DEVELOPMENT 8/14/2025 UNIT II _ EMPATHIZE 8

9. Empathize - Methods and Tools Field Observation: Structured approach to observing people in their natural Environment to uncover user insights and fresh perspectives of people and their behaviours . Deep User Interview: An art of conversation to elicit stories and uncover deep user insights and needs – both latent and unmet needs . Need Finding: Human process of making sense & transforming your observations and deep user interviews into usable data cluster &meaningful insights to uncover the unmet needs of your users. Persona Development: A process of humanising your target users , giving voice and character and making them real . 8/14/2025 UNIT II _ EMPATHIZE 9

10. Field Observation It is a structured approach to observing people in their natural Environment rather than in a formal research setting. It is to uncover user insights and fr esh perspectives of people and behavior . 8/14/2025 UNIT II _ EMPATHIZE 10

11. How to conduct Field Observations Approach your onsite observation with an open mind and observations need to be made with all your senses which include both first sight – observing observable as reality , and second sight - observing the unobservable . When conducting observation, one needs to be: Attentive (in the presence) Curious (keep asking why?) Perceiving with all your senses Open-minded to learning 8/14/2025 UNIT II _ EMPATHIZE 11

12. POEMS Framework Use POEMS framework to structure and guide the observation. POEMS Framework Template is used to record and capture what you have observed . Take photos to support and document your learning as follows in relation to POEMS framework. 8/14/2025 UNIT II _ EMPATHIZE 12

13. T16 : POEMS Framework 8/14/2025 UNIT II _ EMPATHIZE 13

14. Outcome of POEMS Framework Context : where, when, who and why? Insights : what have you learned about your target users. Challenges : what are the pain-points, obstacles, gaps. Opportunities : What are some opportunities and new possibilities. Perspectives : How would you rethink about your design challenge project. 8/14/2025 UNIT II _ EMPATHIZE 14

15. Field Observation Preparation Before embarking on your field observation, ensure the team has a well thought out plan as outlined below: 8/14/2025 UNIT II _ EMPATHIZE 15

16. Needs Finding Needs finding is a deep human process of making sense and transforming your observations and Transforming Deep user interviews into usable data cluster and meaningful insights to uncover the unmet needs of your users (citizens). When conducting needs finding you are looking for patterns and relationships in terms of SPICE and SAM ( Think-Feel-Do ) frameworks to uncover Insights , Aspirations , Motivations , Challenges , Pain Points, and Deep Needs . 8/14/2025 UNIT II _ EMPATHIZE 16

17. Persona Development Persona development is a process of humanizing your target user, giving voice and character and making them real. Personas are fictional characters created to represent your group of target users who exhibit similar behaviors, patterns, motivations and goals. A well created persona provide realistic and detail descriptions , that include Behaviors , Patterns, Motivations, Goals, Skills, Attitude, Challenges, and environment with a few fictional personal details, including a name, to bring personas to life. 8/14/2025 UNIT II _ EMPATHIZE 17