Define

Design Thinking

• • Emphasize

• Define

  • Ideate

  • Prototype

  • Test

Stage 2: Define—State Your Users' Needs and Problems

In the Define stage, you accumulate the information you created and gathered during the Empathize stage. You analyze your observations and synthesize them to define the core problems you and your team have identified so far. We will map out

Say/Do (What we observed through our interactions)

• • What are some quotes and defining words your user said?

  • What actions and behaviors did you notice?

Think/Feel (What we Inferred based upon our interactions)

• • What might your user be thinking?

  • What does this tell you about his or her beliefs?

  • What emotions might your subject be feeling?

For this stage, we will use post its to write down all of the things they say and do on the left side of a chart. On the right side, we are drawing inferences that we have gathered and believe to be based upon our observations.

Example:

Say/Do

• • Interviewee stated they needed a laptop computer for video editing

  • They often read online reviews to learn about current and upcoming products in the market

  • Have taken apart their laptop to install newer technology

Think/Feel

• • Is there a forum or site that contains all the information I need?

  • Can I know when new products will be launched?

  • Anxiety and buyers remorse when they purchase a product only to hear about a new release coming out soon

Based upon you empathy chart, you are to create a Point of View - Problem Statement.

You should always seek to define the problem statement in a human-centered manner as you do this. A good problem statement should thus have the following traits. It should be:

Create Point of View - Problem Statement

• • Human-centred. This requires you to frame your problem statement according to specific users, their needs and the insights that your team has gained in the Empathise phase. The problem statement should be about the people the team is trying to help, rather than focussing on technology, monetary returns or product specifications.

  • Broad enough for creative freedom. This means that the problem statement should not focus too narrowly on a specific method regarding the implementation of the solution. The problem statement should also not list technical requirements, as this would unnecessarily restrict the team and prevent them from exploring areas that might bring unexpected value and insight to the project.

  • Narrow enough to make it manageable. On the other hand, a problem statement such as , “Improve the human condition,” is too broad and will likely cause team members to easily feel daunted. Problem statements should have sufficient constraints to make the project manageable.

User, Need, Insight

Based on the information you have gathered, it is now time to identify three major areas in developing our problem statement.

• • User - targeted groups of individuals with needs

  • Need - identified needs through interviews, observation, etc.

  • Insight - compelling reason behind their needs

[User . . . (descriptive)] needs [need . . . (verb)] because [insight. . . (compelling)]

How Might We

When you’ve defined your design challenge in a POV, you can start to generate ideas to solve your design challenge. You can start using your POV by asking a specific question starting with: “How Might We” or “in what ways might we”. How Might We (HMW) questions are questions that have the potential to spark ideation sessions such as brainstorms. They should be broad enough for a wide range of solutions, but narrow enough that specific solutions can be created for them. “How Might We” questions should be based on the observations you’ve gathered in the Empathise stage of the Design Thinking process.

For example, you have observed that youths tend not to watch TV programs on the TV at home, some questions which can guide and spark your ideation session could be:

• • How might we make TV more social, so youths feel more engaged?

  • How might we enable TV programs to be watched anywhere, at anytime?

  • How might we make watching TV at home more exciting?

The HMW questions open up to Ideation sessions where you explore ideas, which can help you solve your design challenge in an innovative way.

Practice: Why do students have a hard time staying engaged

• • Continuing with "Why do students have a hard time staying engaged", we will continue with our findings to complete the Design Thinking Process.

  • Create a Say/Do and Think/Feel Chart

    • Based on your observations write down, on post-it notes, what statements they made or things they do under the Say/Do section.

    • Continue by writing down things you believe they are Thinking or Feeling.

  • Establish your User, Need, and Insight

    • You may have multiple Users (often called personas)

    • Establish the Needs of these interviews (this could be based upon what was said, observed, or what you think could solve their issue)

    • Insights are the Think/Feel side of the chart. These are the reasons why for our needs.

  • Create a Point of View Statement

    • (USER) needs to (USER NEEDS) because (INSIGHT)

  • Create How Might We statements

    • Create several How Might We statements to help us figure out how to solve the users problems.

Complete and bring to class on scheduled due dates. You may print your work in our classroom prior to coming to class. Assignments can be submitted early, but late assignments will not be graded. Early or on time submissions may be returned for corrections in order to receive points, meet minimal requirements, or to improve your grade. Late assignments can be submitted for correction and to complete modules. Consideration for grade is given to those who complete all assignments.

All activities can be found above or in the Vocab document in the Resource section.

Where and Why do they Buy

Using the interviews and observations, you will be completing four tasks to help us in defining the problem.

• • Create a Say/Do and Think/Feel Chart

    • Based on your observations write down, on post-it notes, what statements they made or things they do under the Say/Do section.

    • Continue by writing down things you believe they are thinking or feeling.

  • Establish your User, Need, and Insight

    • You may have multiple Users (often called personas)

    • Establish the Needs of these interviews (this could be based upon what was said, observed, or what you think could solve their issue)

    • Insights are the Think/Feel side of the chart. These are the reasons why for our needs.

  • Create a Point of View Statement

    • (USER) needs to (USER NEEDS) because (INSIGHT)

  • Create How Might We statements

    • Create several How Might We statements to help us figure out how to solve the users problems.

• • https://www.interaction-design.org/literature/topics/design-thinking

  • https://postcron.com/en/blog/10-amazing-marketing-lessons-steve-jobs-taught-us/

  • https://miro.com/blog/introduction-to-empathy-maps/