Chapter 4

Question 1

What is design thinking

Answer 1

human-centered approach to innovation that brings together what people need with what is technology feasible and economically viable

is a tool for entreprenurs

solving problems but meeting peoples needs

Question 2

• Needs

Answer 2

: a lack of something desirable, useful, or required that is uncovered through the design process

make something people need they are more likely to pay for it

Question 3

Is failure a threat to design thinking

Answer 3

No!
○ As long as it happens early and used to spring board further learning
○ Fail early to succeed sooner

Question 4

7 skills of a designer that entrepreneurs should have

Answer 4

1. observation
2. listening
3. desire change
4. context and integration
   - design in context to provide meaning and understanding
5. solution driven
6. consideration
   - consider their impact on the world
7. unbound
   - unbound by past and open to less than obvious solutions

Question 5

How do you start design thinking approach?

Answer 5

• what do people need? (desirable)

then look at feasible and viable

Question 6

Why is empathy important

Answer 6

• Being empathetic allows us to better understand not only how people do things but why they do things

put yourself in the shoes of others

Question 7

3 main phases of the design thinking process

Answer 7

1. inspiration
2. ideation
3. implementation

Question 8

1. Inspiration

Answer 8

i. : when you develop the design challenge and acquire a deeper understanding of users
ii. Two primary tasks
1) Defining the design challenge
a) Cannot be too narrow or too broad
2) learning about the users you are designing for
Helps uncover latent needs (needs we do not know we have)

Question 9

2. Ideation

Answer 9

i. : creative process that involves generating and developing new ideas to address needs
ii. requires an openness to the world
iii. Should use divergent thinking
iv. You come up with the ideas not other people
Brainstorming

Question 10

Brainstorming rules

Answer 10

1) Rules
a) No judgement
b) Being open to wild suggestions
c) Generating as many ideas as possible
d) Putting ideas together and improving them

Question 11

implementation

Answer 11

: testing of assumptions of new ideas to continuously shape them into viable opportunities
- Design is transferred into action
- Experiment
Prototypes

Question 12

two types of thinking

Answer 12

○ Divergent thinking
§ : thought process that allows us to expand our view of the world to generate as many ideas as possible without being trapped by traditional problem solving methods
§ Is like “play” opening your mind
○ Convergent thinking
§ Thought process that allows us to narrow down ideas generated through divergent thinking in an effort to identify which ones have the most potential

Question 13

What is observation

Answer 13

Observation
○ : action of closely monitoring the behaviour and activities of users and potential customers in their own environment
§ Focus on raw data that has not been interpreted

Question 14

looking vs seeing

Answer 14

Seeing= ability to understand more deeply what we are looking at

Question 15

4 types of observation

Answer 15

1. complete observer
   - participant does not know they are being observed
2. observer as participant
   - participant knows they are being observed
3. participant as observer
   - more of a friend or colleague to researcher
   - common on reserves
4. complete participant
   - undercover
   - researcher fully joins in with participant who do not know they are being observed

Question 16

AEIOU

Answer 16

Activities
environment
Interactions
objects
users

Question 17

insight

Answer 17

: an interpretation of an observation or a sudden realization that provides us with a new understanding of a human behaviour that results in identification of a need

Question 18

is an insight an observation?

Answer 18

no

Question 19

how do you word an insight?

Answer 19

Connects User + Need +Why
Think of this
§ Q: Why is a good insight like a refrigerator
§ A: Because the moment you look into it, a light comes on

Question 20

what is another method other then observation

Answer 20

Interviewing

Question 21

Types of interviews

Answer 21

• Feedback interview
  ○ Interview conducted to get feedback on existing products or services
• Need finding interview
  ○ Interview conducted to better understand the problems or needs of people or validate what you think a need or problem may be

Question 22

preparing for interview

Answer 22

○ Who to interview
§ Stay away from people you know
○ Why you want to talk to that group of people
§ What is the purpose of the conversation
Create a list of broad questions

Question 23

conducting the interview

Answer 23

do you have two min to talk about…”
○ Record the conversation
○ Repeat the question back - parroting
§ May change answer or you may. Have heard it wrong
○ Record basic facts about the person
○ Listen and understand do not sell your idea

Question 24

after interview empathy map

Answer 24

○ Say
§ What did they say, what was significant
○ Do
§ What actions were displayed by the person
○ Think
§ What might the person be thinking
○ Feel
§ What emptions are they experiencing

Question 25

variation of design thinking process

Answer 25

- 4 questions useful to the design thinking process ○ What is ○ What if ○ What wows ○ What worked - Stanford design school ○ Empathy ○ Define ○ Ideate ○ Prototype ○ test