STATUTORY WARNING
SHORTCUTS ARE INJURIOUS TO DESIGN

Action/Execution
Constraints
Prioritising Value
Planning/Thinking
Problem Solving

PROBLEM SOLUTION

PROBLEM SOLUTION
INSIGHTS
Creative Problem Solving

Human Centric Design (HCD) can be
used everywhere.
Spaces, Systems, Services, Products, All

DESIGN PROCESS

DISCOVERY INSIGHTS IMPERATIVES CONCEPTS VALIDATION
INFORMATION INTERACTION INTERFACE PROTOTYPE DEV SUPPORT
DESIGN THINKING (Strategic)
DESIGN DOING (Execution)

FRAMEWORK DIRECTION
CONCEPT
Analysis Synthesis
Concrete
Abstract
DISCOVERY
Design Thinking

INTERACTION INTERFACE
INTEGRATE
Lo Fi Hi Fi
Type
Visuals
INFORMATION
Design Doing

DESIGN BRIEF

BRIEF
How might we design an action oriented solution for
obese people (BMI >30) to lose weight ?

METHOD
Understanding Obesity (domain)
Benchmarks to measure progress
Objectives to realise + Metrics

TOOLS
Constraints & Barriers
Inspirations & Héros
Knowns, Unknowns and Assumptions.

DISCOVERY

PROBLEM DEFINITION
Creating meaningful solutions begins with gaining a deep
understanding of people’s needs.The discover phase is all about
listening, observing, and being open to the unexpected.

METHODS
1. Learn from Users
2. Learn from Experts
3. Learn from Contextual Immersion
4. Learn from Inspirations

METHOD: Learn from Users
1. Who might be using a product/service/space/
system you are creating ?
2. Is there one kind of user or many kinds?
3. Is the user willing to pay ? What is their
affordability ?

ACTION

SYNTHESIS & ANALYSIS

METHOD: Learn from Users
1. Who might be using a product/service/space/
system you are creating ?
2. Is there one kind of user or many kinds?
3. Is the user willing to pay ? What is their
affordability ?

SHARE STORIES
1. Share inspiring stories based on your contextual
immersion, people whom you talked to and what
you learnt.
2. While one team member shares, the others take
note in post it and keep updating the wall.

WHATTO SHARE? (1/2)
• Personal details: who did you meet? (profession, age, location, etc)
• Interesting stories: what was the most memorable and surprising story
they told you?
• Motivations: what did this participant care about the most? What
motivates him/her?

WHATTO SHARE? (2/2)
• Barriers: what frustrated him/her?
• Interactions: what was interesting about the way he/ she interacted with
his/her environment?
• Remaining Questions: what questions would you like to explore if you
had another conversation with this person?

FIND THEMES
After collecting and sharing stories from your fieldwork, your
design team will begin to make sense of all that information
and inspiration.This part of the process can take some time.
A good first step is to identify themes.

AHA! MOMENTS
Insights are a concise expression of what you learned from your
research and inspiration activities.They are the unexpected
information that make you sit up and pay attention. Insights allow
you to see the world in a new way and are catalysts for new ideas.

TURN ACTIONABLE
Developing "How Might We" (HMW) questions can take some
practice.This step is important, however, because HMW questions
are the link between the great research you already conducted
and the brilliant new ideas that you'll begin brainstorming next.

BRAINSTORM
Brainstorming is a great activity to generate fresh thoughts and
new energy. Create a safe and positive atmosphere for your
brainstorm so the team can come up with all kinds of wild ideas.

PROMISING IDEAS
The passion and energy of your team around particular ideas will
make the development of your designs successful going forward.
To get a sense of which brainstorming ideas generate the most
excitement, everyone on the team will vote on their favourites
while they are still fresh in your minds

ACTION

PROTOTYPE

EXPERIENCE MAPPING
It's very important to break your big idea into bite-sized pieces that
can be easily made and tested.A great way to do this is by creating
a user journey that maps how members of the community might
interact with your idea over time.

ACTION

MAKE PROTOTYPES
• Create a model
• Create a mockup
• Create an Ad
• Create a Role Play
• Create a story
• Map out the structure, network, journey or process of idea

ACTION

GET FEEDBACK
As part of your research, you spoke with many people and used
what you learned to brainstorm new ideas.As part of the Prototype
stage, it's time to return to users and begin getting feedback on
your ideas.

ACTION

CAPTURE LEARNING
Feedback conversations are rich in information, and the subtle
impressions of a participant’s reactions are often the most
important to remember.Take some time right after your session to
capture what you have observed.

INTEGRATE FEEDBACK
Feedback is invaluable to developing an idea, but can also be quite
confusing. It may be contradictory or may not align with your goals.
Sort through the responses you receive and decide on what to
integrate in your next iteration.

ACTION

PRESENTATIONS

DISCOVERY
FRAMEWORK DIRECTION
CONCEPT
Analysis Synthesis
Concrete
Abstract

FRAMEWORK DIRECTION
CONCEPT
Analysis Synthesis
Concrete
Abstract
WHAT: Discoveries help in dissecting
real problem to its core elements to
understand the meaning of the story the
customer is trying to convey
DISCOVERY

DIRECTION
CONCEPT
Analysis Synthesis
Concrete
Abstract
WHY: Framing is the way of gauging larger
customer picture and determining what is
important for the customer context.
DISCOVERY
FRAMEWORK

DISCOVERY
FRAMEWORK
CONCEPT
Analysis Synthesis
Concrete
Abstract
HOW: Insights turned into actionable direction.
Teams align on what is important to the
customer and the business
DIRECTION

DISCOVERY
FRAMEWORK DIRECTION
Analysis Synthesis
Concrete
Abstract
Integrate: Synthesise all of the elements analysed
so far and put together concrete solutions
CONCEPT

DISCOVERY
FRAMEWORK DIRECTION
CONCEPT
See the world with fresh eyes
Listen & Learn
Ask Why
Discover problem and opportunities
Making sense of what you see
Identify patterns
See the big picture
Getting insights and needs
Define direction
Identify opportunities
Align on priorities
Generate ideas
Quantity first
Quality next
Validate
Put together a roadmap

Pitfall
Discoveries
Insights Imperatives
Analysis Synthesis
Abstract
Concrete
Concepts
Seems easier way to
solve a customer problem
Lose opportunity to uncover why
customers do what they do
Might become irrelevant

Pitfalls lead to...
Feature Creep
Missed Target Market
Gadget -like Solutions
Complete miss of market opportunity
Delivering an inauthentic experience
Irrelavant Innovations
Lost revenue & market share
Profit Erosion
Discoveries
Insights Imperatives
Analysis Synthesis
Abstract
Concrete
Concepts

INFORMATION
INTERACTION INTERFACE
INTEGRATE
Lo Fi Hi Fi
Type
Visuals

INTERACTION INTERFACE
INTEGRATE
Lo Fi Hi Fi
Type
Visuals
Translates ambiguous user needs to a
tangible content they are looking for
INFORMATION

INFORMATION
INTERFACE
INTEGRATE
Lo Fi Hi Fi
Type
Visuals
Addresses the user need to know, feel and do a
task using the right patterns.
INTERACTION

INFORMATION INTEGRATE
Lo Fi Hi Fi
Type
Visuals
INTERACTION
Communicates to the user visually and
solves usability by use of imagery, type,
layouts and colours
INTERFACE

INFORMATION
Lo Fi Hi Fi
Type
Visuals
INTERACTION INTERFACE
Puts together all the aspects of design into a final
package along with necessary assets and presents a
holistic user experience
INTEGRATE

https://projects.invisionapp.com/share/N39ODPW4U#/screens

REFLECTIONS

BUSINESS INTELLIGENCE
INDUSTRYANALYSIS
REVENUE MODELS
TAM,SAM,SOM
FINANCIALANALYSIS
VALIDATION REPORT
PROTOTYPE CLICKTHRU
DIVERGENT IDEAS
HIGH VALUE FEATURES
DESIGN RELEASE PLAN
PRODUCT MANAGER PRODUCT DESIGNER

TARGET MARKET
STRATEGIC DIRECTION
VALUE MAP
BMC
SEGMENTATION
COMPETITOR ANALYSIS
DESIGN DIRECTION
DESIGN TENETS
RESEARCH PLAN
HERO / INSPIRATION
PRODUCT MANAGER PRODUCT DESIGNER