Chapter 6 - Design Thinking

constraints

Design thinkers welcome ____________________ and see them as opportunities to identify innovative solutions.

overlapping phases

IDEO looks on the design-thinking process as a system of ___________________________________, rather than a linear, predictive approach where organizations determine the goals they need to achieve and look for the resources to enable them to reach their goals.

design challenge

Inspiration (1st phase of design thinking) starts with a broad problem, or what is called a __________________________________.

patterns

Recognizing _________________ generates insights that enable us to see everyday things in a new light.

What do people need?

Taking a design-thinking approach forces you to answer an entirely different question in the beginning. The first question is what?

"How Might We?" ("how" part presumes that the solution to the problems already exist and just need to be found; "might" part suggests that it is possible to put out ideas that may or may not work; and the "we" part means the process will be collaborative)

The CEO of IDEO credits one key phrase for sparking the design-thinking process: "___________________________________________"

Ideation ; Inspiration

The ____________________ phase uses brainstorming as a way to generate as many ideas as possible to meet the need identified in the ___________________ phase.

1. Divergence 2. Convergence

The design-thinking process is based on what two main types of thinking?

Say, Do, Think, and Feel

The empathy map contains four main components that help you organize data from people you interview:

creation

The ideation process is in line with the _________________ view described in The Practice of Entrepreneurship, as it requires general openness to the world and involves using our creative ability to solve problems.

Latent Needs

_____________________________ are more easily identified by observing rather than talking.

Experimentation

_____________________________ is also relevant to the implementation phase, as it involves acting in order to learn, trying something new, learning from the attempt, and building that learning into the next iteration.

Brainstorming

__________________________ is an important part of the ideation process.

design challenge

A ___________________________ should not be too narrow, nor should it be too broad. You want to have the freedom to imagine, but you also want to have some boundaries in order to manage the process.

"Peel the Onion"

A useful interview technique that gives a way to delve into a problem one layer at a time. (Starts with the challenges they are facing and ends up at what emotions are driving their actions)

Empathy map

An ____________________________ is a tool that helps you collate and integrate your interview data in order to discover surprising or unanticipated insights. It also enables you to uncover unmet needs, find the source of any frustrations, discover areas for improvement, explore different perspectives, and question your own assumptions and beliefs.

1. Feasibility - what can be possibly achieved in the near future? 2. Viability - how sustainable is the idea in the long term? 3. Desirability - who will want to use or buy the product/service?

An idea is deemed successful if it strikes a balance among these three main criteria:

statement

An insight is NOT just reporting what you heard in the conversation, but instead is a _____________________ that identifies a customer need and explains why.

No

Are insights and observations the same thing?

implementation

At the heart of the _________________________ phase is low-cost experimentation through rapid prototyping, which creates an actual model of the product/service, which is then repeatedly tested for strengths and weaknesses until it leads from the project stage into people's lives.

Empathy

By truly understanding the emotional and cultural realities of the people for whom you are designing, you will be more able to design a better solution with real value. This is why ________________ is so important to the design process.

"Fail early to succeed sooner"

Design thinking does not see failure as a threat as long as it happens early and is used as a springboard for further learning - in other words "_____________________________________________________________"

Observe

Designers actively _________________ people in their own environment to identify their real needs

play

Divergent thinking is similar to the practice of _______________, which free the imagination, opens up ours minds to a wealth of opportunities and possibilities, and helps us become more innovative.

open-ended

During an interview, you should minimize yes/no questions and instead ask _____________________ questions.

Implementation

During the _________________________ phase, ideas generated through the ideation process are transformed into concrete ideas.

Learning as much as possible

Goal of the interview

Being human

How do we become successful design thinkers? The first step is _________________________________.

Empathy

Observation gives designers the opportunity to develop ________________ to better identify needs and ultimately develop solutions, which is an excellent way of seeing the world differently in order to capitalize on needs the competition hasn't yet taken the time to recognize.

empathy

Observing people is really where we begin to hone what skill?

desirability

Of the 3 main criteria for a successful idea - feasibility, viability, and desirability - which is the starting point?

Seeking validation for your ideas

One of the most common interviewing mistakes

True

T/F: Design thinking is a human-centered approach.

False, they do NOT need be expensive or sophisticated.

T/F: Prototypes must be expensive and sophisticated.

True

T/F: The concept of design thinking aligns with many of the facets of The Practice of Entrepreneurship (it incorporates the core elements of the practice and the essential skills of play, empathy, reflection, creation, and experimentation)

False

T/F: The design thinking process is linear

True

T/F: The elements of empathy and user engagement make design thinking inherently an ethical endeavor

feedback interviews

These interviews are conducted after a customer has purchased or used a product/service.

fill-in-the-blank

Think about a _______________________________ questionnaire as you develop your design challenge statement: how might we enhance/create/improve/ redesign/expand/grow/....?

IDEO

This leading innovation and design firm has popularized design thinking and takes on all sorts of diverse design challenges.

Implementation

This phase focuses on early, fast, cheap testing to strengthen ideas and ensure that the design team is on the right path toward meeting the demands of the people for whom they are designing.

competitive edge

Those companies that succeed in identifying and satisfying the needs of customers have a better chance of gaining that all-important _______________________________________.

Observation

Use your ____________________________ data as a basis for coming up with ideas.

Interviewing

________________________ can be an alternative or a complement to observation

1. It applies to everyone, regardless of experience levels. 2. It involves getting out of the building and taking action 3. It requires continuous practice with a focus on doing in order to learn 4. It works best in unpredictable environments

What are 4 notable characteristics about design thinking?

1. What is? 2. What if? 3. What wows? 4. What works?

What are four questions that are useful to ask during the design-thinking process? (another variation to the design thinking process)

Observation and Insight Development

What are the 2 most important techniques that entrepreneurs use during the inspiration phase?

1. Inspiration (Empathize) 2. Ideation (Create) 3. Implementation (Test)

What are the 3 main phases of design thinking?

1) Think about whom you want to interview 2) Draft an introduction to the interview that lays out your intentions and the purpose of the interview 3) Prepare your interview questions

What are the 3 steps to interviewing?

1. Avoid judging others 2. Let the creativity flow 3. Be open to developing the ideas of others 4. Stay on topic 5. Follow the "one at a time" rule 6. Use visuals 7. Generate as many new ideas as possible

What are the 7 brainstorming rules created by IDEO?

1. Space - the physical place 2. Actor - the people involved 3. Activity - a set of related acts people do 4. Object - the physical things that are present 5. Act - single actions that people do 6. Event - a set of related activities that people carry out 7. Time - the sequencing that takes place over time 8. Goal - the things people are trying to accomplish 9. Feeling - the emotions felt and repressed

What are the 9 dimensions of observation?

Fear of Failure

What is one of the biggest obstacles in trying new things or generating new ideas?

1. Empathy 2. Define 3. Ideate 4. Prototype 5. Test

What is the Stanford Design School five phases of design thinking? (another variation of the design thinking process)

How one identifies new solutions that meet the needs of a market; TO CREATE SOMETHING NEW

What is the essence of design thinking? (this can be taught to entrepreneurs)

Actively listen to the other person

What is the golden rule of interviewing?

Purpose

When beginning an interview, you should briefly state the ___________________ of the interview.

insight

While observations focus on the raw data that you have consciously recorded from all the things you have heard and seen, an _______________ comes later: it is an interesting, nonobvious piece of information derived from interview or observation data that drives opportunities.

Because its not about building a new product and service and then searching for customers. It's about going to the customers first, determining their needs, and then creating something to meet their needs.

Why is desirability the starting point when it comes to a successful idea?

Design

___________________ is a process of constructive conflict that merges into unifying solutions through the power of observation, synthesis, searching and generating alternatives, critical thinking, feedback, visual representation, creativity, problem solving, and value creations.

Empathy

_____________________ enhances networking, plays role in effective leadership, promotes team building, and helps us understand not only how, but why people think and feel as they do.