This module provides you with an understanding of the first step in any design innovation project, which we refer to as design thinking. We discuss its role in the human-centred design process and how it relates to innovation. The module will also examine some of the tools used to collect data about users and customers. Industry experts explain the role of this step and the methods they use through concrete case studies.

Learning Objectives

• Identify the stakeholders in a design process

• Analyse problem situations by knowing what method to use

A. Introduction to design thinking

B. What is human-centred design?

C. Translating insights into innovative opportunities

D. Human-centred design in the real world

Question 1

What are the steps in the design model used in this course?   

• Think. Make. Think. Break. Repeat.   

• Make. Break. Think. Repeat.   

• Make. Think. Break. Repeat.

• Think. Make. Break. Repeat.   

Correct

Although it is discipline specific, designers all pursue the same process which involves designing through thinking, making, breaking and repeating.

Question 2

True or false?

Design is purely a noun.

• True

• False

Correct

Design is both a noun and a verb. Designers design things and play an important role in how we interact with products and services.  However, as a process design offers a different way of solving problems, which can help lead to growth and change.

Question 3

Which statement best describes a human-centred design approach?   

• An approach to solving problems that uses the perspective of the designer.    

• An approach to solving problems that uses the perspective of the marketing team.   

• An approach to solving problems that uses the perspective of users, customers and other stakeholders.

Correct

Human-centred design is about understanding your customer or user better. Human-centred design methods look at the interaction between people and products.  

Question 4

True or false?

Personas are created from fictional information to represent typical users, customers or other stakeholder.   

• True

• False

Correct

Personas are fictional characters, however they are created through data that is collected to better understand your user or customer. Personas distil the information collected through focus groups, interviews or questionnaires that is most pertinent to the design issues. Although they may contain fictional information such as a name and profile photo, their motivations, attitudes, goals, behaviours and demographic information are all based on real data.    

Question 5

Extreme characters are used as a design tool to:   

• communicate typical user needs to the design team.   

• represent typical user.   

• explore extreme interactions between users and products.   

• extend your considerations beyond the needs of typical users.    

Correct

Extreme characters allow you to move beyond the problem space, and consider new and innovative solutions beyond the needs of typical users. The idea is that solutions for these extreme characters can be fed back into the design process for typical users. 

Module 2 readings

Giacomin, J. (2014). What is human centred design? The Design Journal, 17(4), 606-623. Retrieved from https://bura.brunel.ac.uk/handle/2438/11408

Leonard, D., & Rayport, J. F. (1997). Spark innovation through empathic design. Harvard Business Review, 75(6), 102-115. Retrieved from https://hbr.org/1997/11/spark-innovation-through-empathic-design 

Optional readings

Beckman, S., & Barry, M. (2009). Design and innovation through storytelling. International Journal of Innovation Science, 1(4), 151-160. Retrieved from http://www.emeraldinsight.com/doi/abs/10.1260/1757-2223.1.4.151

*Wherever possible we have provided you with an open access version of the references in this MOOC. In some cases however, we have not been able to find a free version so we have provided the full reference details of the resource for you to search on WorldCat.

Question 1

What is design thinking? (Select all that apply)

• A solution-focused approach to solving problems

• A problem-focused approach to solving problem    

• The implementation of methods to achieve preferred outcomes orientated towards creating a preferred future   

• A process that enables the integration of people’s needs with the possibilities and requirements of innovative business model   

Question 2

True or false?

Customer-focused research can help uncover customer needs that have previously been overlooked.

• True

• False

Question 3

What methods are used in a human-centred design approach?

• Interviews, user observations, personas and storyboards

• Task analysis, focus groups, personas and performance management

• Financial modelling, storyboards, task analysis and questionnaires

• User observations, personas, storyboards and marketing automation

Question 4

Which of the following answers are true?  (Select all that apply)

Understanding your user or customer can be done through:

• Focus groups   

• Interview   

• Brainstorming   

• Questionnaire   

Question 5

Personas are created from:  (Select all that apply)

• data collected from real people   

• fictional information

• data from questionnaires, interviews and focus groups

• people's problems, needs and motivations related to the product or service being designed

Question 6

Why are personas used during the design thinking process?

• To visually represent interactions between a user and product

• To allow the designer engage with the needs of the user throughout the design process

• To generate as many concepts as possible without making judgement   

• To explore early concepts through observation and conversation    

Question 7

Which of the following tools can be used for supporting the thinking part in a human-centred design process?

(Select all that apply)

• Storyboard   

• Extreme character   

• Flashbacks   

• Persona   

Question 8

Why is customer-focused research important for innovation?   

• It enables the evaluation of existing products or service.   

• It provides evidence of what customers want enabling products or services to be designed to meet these needs.   

• It can uncover customer needs that have not previously been considered and can help uncover future customer needs that may not have surfaced.   

• It helps to generate large amounts of customer data for the research team.    

Question 9

What design thinking tool does the below image illustrate?

• Persona-based walkthrough   

• Extreme character

• Storyboard   

• Experience prototype

Question 10

According to the lecture: 'Translating insights into innovative opportunities', what did the case study of Kimberly-Clark highlight?  (Select all that apply)

• Insights gained from the use of human-centred design methods can be turned into innovative opportunities for competitive advantage.   

• There can be multiple users of a product that are equally important to design for.

• Competitor analysis is important for identification of potential opportunities for new products or services.

• There are many aspects of human-centred design other than ergonomic aspects.