Navigating the 5 Phases of Design Thinking
The key to successful product development lies in understanding and addressing real user needs. This is where Design Thinking shines. It is a human-centered approach that uncovers valuable insights and drives innovation. Let’s explore its core phases.
The Heart of User-Centered Design
Empathise
Empathy is more than a feeling; it’s the bedrock of Design Thinking. This phase is about diving deep into the user's world. Through methods like interviews, observatiosn, and empathy mapping, we seek to understand their experiences, challenges, and desires. It's about stepping into their shoes to gain a genuine understanding of their needs.
Steps
Make assumptions
Target consumer and Personas
User needs, motivations, behaviours
Check assumptions
User research
Observations
Interviews
Put yourself in someone’s situation
Methods & Tools
e.g.
Stakeholder mapping
Stakeholder Personas
Empathy mapping
Motivation Map
Outcome
User personas
Empathy maps
Research findings & key insights
Visualized flows
Research findings
Crystalizing User Needs
Define
With a wealth of empathy-driven insights at hand, the Define phase is where we zero in on the actual problem. By analysing findings, we transform scattered observations into a clear, actionable problem statement. This focused approach ensures that we're not just solving any problem, but the right problem.
Steps
User perspective
Conduct competitor analysis
Discuss insights
Organise thoughts
Draft User journeys / customer journey
Document problems as problem statements
Business perspective
Understand business Strategy
Define KPI's / OKR's
Derive opportunity areas and a set focus on one problem.
Methods & Tools
User perspective
Business perspective
Design principles
Success metrics
Outcome
Problem statements, user needs, insights summary, a clear definition of the problem.
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How Might We (HMW) questions help to turn challenges into opportunities.
Step 1: Look at the insight /problem statements you’ve created. Try rephrasing them as questions by adding “How might we”.
Step 2:The goal is to find opportunities, so if you suggest several HMW questions that’s great.
Step 3: Do your HMW’s allow a variety of solutions? If it doesn’t, broaden it. Your HMW’s should generate a number of possible answers to become a launchpad for Brainstorms.
Step 4: Make sure your HMW’s aren’t too broad. HMW’s should give you both a frame to let you know where to start, but also enough breadth to give you room to explore ideas
Unleashing Creativity
Ideate
Now, let’s get creative! The Ideate phase is a judgment-free zone where quantity trumps quality. Using techniques like brainstorming and mind mapping, we generate a variety of ideas, exploring the wildest possibilities. In this phase, the more ideas, the better – it's all about pushing boundaries and thinking outside the box.
Steps
Generate diverse ideas to solve users problems
Explore alternatives
Combine concepts to inspire innovative solutions
Sketch User Journey & Interaction design
Present - Vote - Decide
Methods & Tools
Brainstorming, Brainwriting, Structured Brainstorming, Reverse Brainstorming
Crazy 8s (rapid idea generation)
Comparable Problem
Boot up note taking
For Decision-maiking
Dot voting Template
Decision matrix
Heat map voting
Outcome
Idea sketches, concept prototypes, and a variety of potential solutions.
The decision for one idea & concept draft.
Bringing Ideas to Life
Prototype
Prototyping is where ideas take physical (or digital) form. It doesn’t have to be pretty – quick, simple models are sufficient. Whether it’s a sketch, a storyboard, or a mockup, the goal is to create a tangible version of our ideas, making it easier to identify potential flaws and improvements.
Steps
Realise representation of chosen idea
Prototype / Mockup
Copy, Media, (Moodboards)
Visual Design & Branding
Methods & Tools
Co-creation / Pair Designing
Storyboard, Script
Clickable Mockups
Prototype
Vision Video
Outcome
Prototype / Content / Assets for testing
Learning & Refining
Test
Testing is not the end, but a crucial part of the ongoing process. Here, real users interact with prototypes, providing invaluable feedback. This stage might reveal successes, or it might take us back to the drawing board – and that’s perfectly fine. Remember, Design Thinking is iterative; each step brings us closer to a refined, user-centric solution.
Steps
Create test script and find test users
Usability Testing (qualitative) /quantitative
Methods & Tools
Interviews
Usability Test
Eye Tracking
Stakeholder review
Technical review
Further:
VisAWI, Unboxing Challenge, System Usability Scale, Cognitive Walkthrough, Heuristic Evaluation, AttrakDiff
Outcome
Tested Prototype
Testing feedback for iteration
Conclusion
Design Thinking is a journey of exploration, understanding, creativity, and iteration. It’s not a linear path but a dynamic process that encourages adapting and learning from failures. Embracing this approach can transform the way we tackle problems, leading to more innovative, user-friendly solutions. So why not start this journey today and see where it takes your projects?