Design Thinking Foundation

Question 1

What is the idea of Gestalt?

Answer 1

The idea that the whole is bigger than the sum of its parts

Question 2

What is reductionism?

Answer 2

The idea that in order to understand a system you must break it down and analyze each of its parts in isolation.

Question 3

What is Design Thinking?

Answer 3

A problem-solving approach that carries the idea that to really solve a complex problem, you have to approach it in a gestaltic way by balancing human, technological, and economical variables.

Question 4

The idea that we should mix social variables like the liberal arts with technology was used as early as the _______.

Answer 4

Renaissance

Question 5

Design Thinking is in the middle of….

Answer 5

Desirability(human), Viability(business), Feasibility(technical)

Question 6

When testing with users, designers think of users as?

Answer 6

co-developer

Question 7

What does quantifiable mean?

Answer 7

Can we measure its value

Question 8

What is the Design Index?

Answer 8

A stock index consisting of 63 companies that were using design as a strategic asset.

Question 9

What is the FTSE100?

Answer 9

Also called Footsie, an index containing the 100 companies with the highest market capitalization on the London Stock Exchange.

Question 10

T or F: Companies that are able to ingrain Design Thinking into their culture have a tangible competitive advantage.

Answer 10

True

Question 11

The Design Index companies outperformed the Footsie by over ___%.

Answer 11

200%

Question 12

_____ based experiments will mostly entail incremental improvements.

Answer 12

Scientific

Question 13

Design ______ based projects allow room for solution leapfrogging

Answer 13

Thinking

Question 14

What is the Double Diamond?

Answer 14

The ubiquitous representation of the design process composed of two connected diamond shapes. It’s a visual representation for the way designers approach challenges.

Question 15

What are the steps in a Doube Diamond?

Answer 15

1. Discover
2. Define
3. Develop
4. Deliver

Question 16

“Design is not just what it looks like and feels like. Design is ___________.”

Answer 16

how it works - steve jobs

Question 17

What is an MVS model strong at?

Answer 17

Ethnographical approach. Deeper dive into user needs/desires/wants. Great when there is little to no user-research foundations in the company coming into the project as it will help the team create enough user-centric “juice” for the sprint. Also delivers strong service-centric tools, making it ideal for service industry, online and offline.

Question 18

What is an MVS model weak at?

Answer 18

Users come in twice, so it is resource-intensive and without proper planning, backups, prework you may find yourself overwhelmed and with less than ideal user-research rounds.

Possible Solution: Proper planning. Pre-work, move some of the user-research to before the sprint eg.) Heuristic testing

Question 19

What is a GV model strong at?

Answer 19

Greater chance to move fast and seamlessly from concept to prototype. Users will come in only in the end, and you will have the entire week to plan this properly. Works brilliantly with digital experiences (as it was born to serve this purpose).

Question 20

What is a GV model weak at?

Answer 20

It presupposes the team will come into the sprint with a strong user-research foundation. This means the team will have a clearer idea of user needs/wants and also of possible solutions that can satisfy these needs. If the company has no previous user-research foundation it may fall short from delivering innovative solutions, sticking the project to an incremental lane.

Possible solution: Include the time machine exercise into the mix to give the framework a service inclination. Try to study user-research the company may already have/run pre-sprint research.

Question 21

What is Ethnological Research?

Answer 21

A research approach that looks at people in their cultural setting: their language, symbols, rituals, shared meanings that populate their world, with the object of producing a narrative account of that particular culture against a theoretical backdrop.

Question 22

Anthropomorphism

Answer 22

The attribution of human characteristics and behaviors to a thing or a process.

Question 23

What is a purchase funnel?

Answer 23

A representation of the user journey from discovery to transaction.
Awareness->Consideration->Purchase

Question 24

Awareness in a purchase funnel is?

Answer 24

The customer becomes aware of the existence of a product or service.

Question 25

Consideration in a purchase funnel is?

Answer 25

The customer actively expresses interest in a product or service

Question 26

Purchase in a purchase funnel is?

Answer 26

The actual transaction.

eg.) Check-out or sign-up

Question 27

Purchase funnel is also referred to as…

Answer 27

customer funnel, marketing funnel, or sales funnel

Question 28

When should you use a purchase funnel?

Answer 28

Whenever you are planning to either learn about or measure the critical path from awareness to purchase to fine tune the customer experience during these moments.

Question 29

What is a Service Ecology map?

Answer 29

A service ecology map contains everything that is somehow related to the challenge the project team is mapping, such as actors, processes, and objects.

Question 30

The time machine

Answer 30

A service ecology map that can move into the past and into the future

Question 31

Why do we use a service ecology map?

Answer 31

To uncover influential factors and interactions that go beyond the transactional critical path. It allows the project team to explore possibilities and investigate things that are not obviously connected to the purchase funnel they are creating or improving, but may still be crucial.

Question 32

When should you use a service ecology map?

Answer 32

Every time you are creating a service. Don’t move forward into late development stages without having your service ecology mapped or you are risking missing influential factors that may bite you on the back later on. Airbnb may have been able to anticipate many of the problems and backlashes they are currently facing with local communities if they had included conversations with community centers and neighborhood watching organizations early in their business model design. Do it at the beginning of each sprint, collectively and individually, with internal stakeholders. No need to involve customers.

Question 33

How to use a service ecology map?

Answer 33

1) Put the big challenge you are facing in the center.
Everything you are going to map will be visually surrounding the challenge.
2) Divide the rest of the board in regions that are relevant to the exploration at hand.
3) Research the surroundings of the challenge and fill in the canvas with your findings.

Question 34

What are the two golden rules for creating your own customized service ecology?

Answer 34

A) The challenge stays in the center.

B) The closer to the challenge a sticky note is, the more relevant the thing written on it is to the challenge and vice versa. An ecology should have everything on it, even if it seems irrelevant. If that is the case, just put it on the edge of the board. If it showed up during the conversation, stick it on.

Question 35

What are the limitations of a service ecology map?

Answer 35

A service ecology won’t show you a clear path to the end goal like a map does. In order to depict the critical path towards the end goal, you will have to draw a map or a consumer journey. You will learn everything you need to know about consumer journeys in the upcoming chapters.