1.
© Operational Excellence Consulting. All rights reserved.
Learn about the audience for whom
you are designing, by observation
and interview.
Create a point of view that is based
on user needs and insights.
Share your prototyped idea with your
original user for feedback.
Build a representation of one or more
of your ideas to show to others.
Brainstorm and come up with as
many creative solutions as possible.
Five Phases
of Design
Thinking
Design Thinking is a customer-centric,
iterative problem-solving process of discovery,
ideation and experimentation.
DESIGN THINKING
Activities:
§ User interview
§ Informal chats
§ Observation
§ Shadowing
§ Mystery shopping
§ Picture-taking
§ Immersion
Deliverables:
§ Personas
§ Empathy map
§ List of user
feedback
§ Problems
identified
Activities:
§ Workshops
§ Stakeholder
meetings
§ Focused groups
Deliverables:
§ Design brief
(including Point of
View and How Might
We statements)
§ Stakeholder map
§ Context map
§ Customer journey
map
§ Opportunity map
Activities:
§ Ideation activities
§ Brainstorming
§ Workshops
§ Mindmaps
§ Sketching/
drawing
Deliverables:
§ Ideas / concepts
§ Sketches
§ Prioritization map
§ Affinity map
§ Idea evaluation
Activities:
§ User testing
§ Observation
§ Picture-taking
§ Evaluation
§ Discussion
Deliverables:
§ List of user
feedback
§ Observation
§ Evaluation map
§ Proposed
refinement
Activities:
§ Space prototyping
§ Physical/digital
prototyping
§ Paper
construction
§ Wireframe
building
§ Storyboards
§ Role-plays
Deliverables:
§ Physical/digital
prototypes
§ Wireframes
§ Storyboards
1 EMPATHIZE
2 DEFINE
3 IDEATE
4 PROTOTYPE
5 TEST

2.
© Operational Excellence Consulting. All rights reserved.
Learn about the audience for whom
you are designing, by observation
and interview.
Create a point of view that is based
on user needs and insights.
Share your prototyped idea with your
original user for feedback.
Build a representation of one or more
of your ideas to show to others.
Brainstorm and come up with as
many creative solutions as possible.
Five Phases
of Design
Thinking
Design Thinking is a customer-centric,
iterative problem-solving process of discovery,
ideation and experimentation.
DESIGN THINKING
Activities:
§ User interview
§ Informal chats
§ Observation
§ Shadowing
§ Mystery shopping
§ Picture-taking
§ Immersion
Deliverables:
§ Personas
§ Empathy map
§ List of user
feedback
§ Problems
identified
Activities:
§ Workshops
§ Stakeholder
meetings
§ Focused groups
Deliverables:
§ Design brief
(including Point of
View and How Might
We statements)
§ Stakeholder map
§ Context map
§ Customer journey
map
§ Opportunity map
Activities:
§ Ideation activities
§ Brainstorming
§ Workshops
§ Mindmaps
§ Sketching/
drawing
Deliverables:
§ Ideas / concepts
§ Sketches
§ Prioritization map
§ Affinity map
§ Idea evaluation
Activities:
§ User testing
§ Observation
§ Picture-taking
§ Evaluation
§ Discussion
Deliverables:
§ List of user
feedback
§ Observation
§ Evaluation map
§ Proposed
refinement
Activities:
§ Space prototyping
§ Physical/digital
prototyping
§ Paper
construction
§ Wireframe
building
§ Storyboards
§ Role-plays
Deliverables:
§ Physical/digital
prototypes
§ Wireframes
§ Storyboards
1 EMPATHIZE
2 DEFINE
3 IDEATE
4 PROTOTYPE
5 TEST

3.
© Operational Excellence Consulting. All rights reserved. 3
Operational Excellence Consulting is a management training and consulting
firm that assists organizations in improving business performance and
effectiveness. Based in Singapore, the firm’s mission is to create business
value for organizations through innovative design and operational excellence
management training and consulting solutions. For more information, please
visit www.oeconsulting.com.sg