DATA SCIENCE
&
DESIGN THINKING
Swapnil Saurav
Design Thinking
Design thinking is a term used to represent a set of
cognitive, strategic and practical processes by
which design concepts (proposals for products,
buildings, machines, communications, etc.) are
developed. Many of the key concepts and aspects
of design thinking have been identified through
studies, across different design domains, of design
cognition and design activity in both laboratory and
natural contexts
Insights to Viability
Design Thinking - Phases
Design Thinking
Design thinking is a crucial aspect of Creative
Leadership. Leaders and entrepreneurs of today,
who believe in carving their own way instead of
following a standard path, rely on design thinking
to re-imagine the future.
Once you’ve empathized with your users, you
can move on to the second stage of the Design
Thinking process and define the problem your
users need you to solve.
Problem Statement
A problem statement identifies the gap between the current state
(i.e. the problem) and the desired state (i.e. the goal) of a process
or product. Within the design context, you can think of the user
problem as an unmet need. By designing a solution that meets this
need, you can satisfy the user and ensure a pleasant user
experience.
A problem statement, or point of view (POV) statement, frames this
problem (or need) in a way that is actionable for designers. It
provides a clear description of the issue that the designer seeks to
address, keeping the focus on the user at all times.
Problem or POV statements can take various formats, but the end
goal is always the same: to guide the design team towards a
feasible solution.
Example
From the user’s perspective: “I am a young working professional
trying to eat healthily, but I’m struggling because I work long hours
and don’t always have time to go grocery shopping and prepare
my meals. This makes me feel frustrated and bad about myself.”
From a user research perspective: “Busy working professionals need
an easy, time-efficient way to eat healthily because they often work
long hours and don’t have time to shop and meal prep.”
Based on the four Ws—who, what, where, and why: “Our young
working professional struggles to eat healthily during the week
because she is working long hours. Our solution should deliver a
quick and easy way for her to procure ingredients and prepare
healthy meals that she can take to work.”
The Four Ws
Who is experiencing the problem? In other words, who is your target
user; who will be the focus of your problem statement?
What is the problem? Based on the observations you made during
the empathize phase, what are the problems and pain-points that
frequently came up? What task is the user trying to accomplish, and
what’s standing in their way?
Where does the problem present itself? In what space (physical or
digital), situation or context is the user when they face this problem?
Are there any other people involved?
Why does it matter? Why is it important that this problem be
solved? What value would a solution bring to the user, and to the
business?
5 Why?
Practice1: UBER
With the help of design thinking and a user-focused
approach, it eliminated simple problems that had been
plaguing customers in the past. It introduced features
such as cashless payments, another great design
thinking process example, to make transactions
straightforward and reduce the chances of fraudulent
activities. By providing the power to give ratings for
both drivers and users, it increased the incentive for
good behavior. Simple design tweaks, aided by a
substantial user understanding, helped Uber pivot itself
to the behemoth it has become today. It is one of the
best design thinking problem statement examples.
Uber: Rating for Customer and Driver
How do we identify rude drivers and customers who
can create undesirable situations for our partners as
well to our customers. Our solution should deliver a
quick and easy way means to rate good and bad
behaviors of our partners and customers.
Practice 2: AIRBNB
The unicorn startup’s design thinking approach
involved curating a unique experience that appeals
to the expectations and demands of the global
audience, while also ensuring an authentic and safe
homestay for renters.
Assignments
Come up with problem statement for:
Netflix
State Bank of India
Nike
Problem Statement
Problem solving theory is concerned with the. ways
in which people or artificial systems arrive at
solutions to problems.
Research Papers:
https://www.creativityandcognition.com/cc_confere
nces/cc03Design/papers/23DorstDTRS6.pdf
END OF MODULE 1
Syllabus # 1 to 11
