ENTREPRENEURSHIP
CHAPTER 3 – THE USE OF DESIGN THINKING
INTRODUCTION GUIDELINES IN GENERATING THE QUESTIONS UNDER THE DESIGN THINKING
design thinking process has increasingly become well-known PROCESS
also known as “outside the box thinking” which completely opens a Strengthen the good
new way of thinking Eliminate the bad
design thinking improves the generation of innovative solutions from Search the opposite
ordinary problems to the most complicated Enquiry of the Assumptions
being taught in top colleges and universities globally and being Pinpoint the Unanticipated
promoted in all business levels Form an Analogy
Breakdown the problem into pieces
DESIGN THINKING - is a constant process of trying to find innovative solutions
to problems through deep understanding and empathy of the target user 3. IDEATE: Challenge Assumptions And Construct Ideas
EXAMPLE: Designers are prepared to start generating ideas
o Airbnb and the “shared economy” (share and leverage their Means anyone can begin to “think outside the box”
assets) Entrepreneurs may now look for alternate ways to view the
o Apple made the phone a remote control of everyone’s lives problem and pinpoint innovative solutions to the problem
PRINCIPLE ABOUT DESIGN THINKING NUMEROUS IDEATION TECHNIQUES
CENTRICITY AND EMPATHY – providing solutions to problems, human BRAINSTORM - a more relaxed and informal way of solving a problem using
needs imaginative thinking
COLLABORATION – purpose of to form a pond of perspective and BRAINWRITE - a serial process of asking participants to write down their ideas
ideas about a specific question or problem on sheets of paper
IDEATION – come up with many ideas and potential as possible WORST POSSIBLE IDEA - members of the team look for the worst solutions in
EXPERIMENTATION AND ITERATION – a continuous and repetitive ideation periods
process to discover mistakes SCAMPER - discovering unfamiliar and innovative solutions to problems for
A BIAS TOWARDS ACTION – more focus on action rather on product/service improvement
discussion SUBSTITUTE - look for something to replace that will result in
improvements of concept, product, service or process
THE ORIGINS OF DESIGN THINKING COMBINE - a combination of some ideas, processes or products
IN THE 50s AND 60s ONWARDS - The thinking emerged because of the issues could work best
of collective problem solving of significant societal changes by engineers, ADAPT - a combination of some ideas, processes or products could
architects and industrial designers work best
MODIFY - exaggerating a situation or problem could offer a new
IN THE 90s - Begun to combine the human, technological, strategic needs insight or added value
and innovation technology PUT TO ANOTHER USE - making the idea or concept works into a
different use
IN THE 21st CENTURY ELIMINATE - eliminating waste due to inefficient processes
Strategic to the success of many prominent, international REVERSE – doing things that are completely against the original
companies such as Google, Apple and Airbnb purpose
This “outside the box thinking” is now taught at distinguished
universities worldwide 4. PROTOTYPE: Start to Form Solutions
PROTOTYPE - is a low-cost, scaled-down quick working sample of
THE DESIGN THINKING PROCESS entrepreneurial ideas for new products
1. EMPATHIZE: Research About User’s Needs o shows how a product will work and look like
EMPATHY - describes the ability to put oneself in another person’s shoes to o from paper to sketches all the way to completely well designed
really see the world through people’s in a given context or situation interactive prototypes
EMPATHY INTERVIEWS - The objective of the interview is to o an experimental one to validate ideas and to develop reaction
find out as much insight as possible using an open to form more and more prototypes for interaction
conversation
IMMERSION AND OBSERVATION - Users should be observed in BENEFITS ABOUT PROTOTYPING
their natural environment or immersed in a certain situation TIMELY FEEDBACK - collecting feedback is an important feature of the
while they are in action product building process
EXTREME USERS - Usually the extreme users are the ones PROMPT CHANGES SAVE TIME AND COST - changes could be in the form of
sought to re structure the problem and discover fresh drastic restructuring, assumption and revision
insights VALIDATION PRIOR TO DEVELOPMENT - changes could be in the form of
ASK WHAT, HOW, AND WHY IN CURIOSITY - The what, how, drastic restructuring, assumption and revision
and why of users’ behavior must always be considered USER RESEARCH AND USER TESTING - it is vital to identify potential user and
gather ideas to serve them best
TYPES OF PROTOTYPING
LOW FIDELITY
o paper prototypes
o makes improvements easy and fast
o the system not the outer appearance based on the user feedback
MEDIUM
o made with practical functionalities
o based on storyboard and user situations
HIGH FIDELITY
o mistaken for the
o final product
o look closely like the would-be actual end product
2. DEFINE: State User’s Needs And Problems o the most convincing experience of the product having the real
Defining a problem starts with finding who the user is, what is functionalities
his needs and then develop insights from the answer to
establish the core problem
5. TEST: Try Solutions Out OBSERVATION VS INSIGHTS
complete product is tested in real life environment using the OBSERVATION
best solutions o centers on raw data
produced out of the test o purposely gathered from what has been heard and seen
if the final users are contented with the product, then it will go
into production INSIGHTS
a deeper understanding of the product and its users could be o not an idea but it helps to produce new idea
possible o an interpretation of an interesting information resulting from
if the end users are not happy, then the process is reiterated interview and observation data
THE POWER OF STORYTELLING AEIOU FRAMEWORK BY RICK ROBINSON
Storytelling is the core of the structure and functions of every human ACTIVITY - This comprises actions and behaviors with specific goals in mind,
being to connect events as a complete experience through time and the processes executed to accomplish them
Storytelling is a vital instrument for feedback ENVIRONMENT - It details the overall context and characteristics of the
Stories and prototypes are usually interwoven space where activities are being observed
Storytelling offers the opportunity of hearing feedback about the INTERACTION – it consists of both interpersonal and person-artifact
product from the consumers’ mouth interactions
The essential problems that consumers face when using a product OBJECT - This sets the items within the environment and how they are used
or a service are known through storytelling USER - This includes the people within the environment that are being
observed
STORYTELLING IN A DOUBLE DIAMOND AND DESIGN THINKING
DOUBLE DIAMOND - is a process that use both the divergent and INTERVIEW
convergent thinking identify and emphasize with customers’ needs
DIVERGENT THINKING - solves problem by proposing multiple possible form fresh ideas
solutions to identify the one that is best find out new opportunities
CONVERGENT THINKING - concentrates on finding the single best solution to way of gathering data by the designer
a problem owners interview their customers right after purchase for feedback
STORY TELLING IN THE DESIGN PROCESS INTERVIEW TECHNIQUES
1. UNDERSTAND - -The first diamond helps people define what the Make the interviewee relaxed
problem is and involves talking to and spending time with people The interview should be on time and heading in the right direction
who are part of the issues. Concentrate on the customer and not on documentation
2. DEFINE - The understanding from the discovery phase can help Ask open ended questions
describe the challenge in a different manner. Listen, refrain from talking
3. DEVELOP - The second diamond inspires people to offer multiple Encourage but not influence
answers to the well-defined problem, trying to find motivation from Follow ones feelings and drill down
elsewhere and co designing with a variety of diverse people. Repeat to confirm
4. DELIVER - Delivery includes experimenting different solutions in a Thank the customer at the end of the process
limited way, discarding those that are not feasible and refining the
ones that will work. EFFECTIVE INTERVIEW QUESTIONS FOR DESIGNERS
OPEN-ENDED QUESTIONS
STAGES IN THE DESIGN PROCESS AND STORYTELLING mirror and disclose what is essential
PROBLEM FFRAMING-FRAMING used to discover opportunities, outlooks, and the causes
exploring the problem to know exactly the concern that needs a CLOSED QUESTIONS
solution demand for exact answers
storytelling is used to identify the problem using qualitative data center on facts or the what, when, where questions
from the consumers
SOLUTION FRAMING TYPES OF OPEN-ENDED QUESTIONS – MICHAEL J. MARQUARDT
designer need to test and evaluate a number of possible solutions 1. Explorative-(How do you find….?)
to obtain the best solution based on the standpoint of the user 2. Affective-(How is your impression of….?)
The designer must know if the solution really works best for the 3. Reflective-(What in your opinion causes…?)
consumer trough storytelling 4. Probing-(Can you explain how…?)
SOLUTION IMPLEMENTATION 5. Analytical-(What are the reasons for…?)
consumer feedback about the product or the service can be 6. Clarifying-(So, that means ..?)
collected as basis for improvement
Storytelling can be used as an instrument to discover how the end- EXPERIMENTS
product is used by consumers in their everyday lives EXPERIMENTS - is an approach of approving or disproving the soundness of
an idea or hypothesis
OBSERVATION AND INSIGHTS experimentation is trying something new, observing the results
Collecting information about the target consumer is a vital part of getting lessons from the results
the design thinking approach trying it over again
The first thing to do is not to discover a solution immediately
The mindset must be to ask a question that might get closer to the
cause of the problem or back-up an advancement THREE TYPES OF EXPERIMENTS
research techniques to gather insights about the needs of people TRYING OUT NEW EXPERIENCES
observation and interview going to other countries
THREE TYPES OF RESEARCH working for several businesses
GENERATIVE RESEARCH learning new skills
new opportunities are identified TAKING APART PRODUCTS, PROCESSES AND IDEAS
the needs are discovered taking things apart
EVALUATE RESEARCH later place them back together
feedback on experiments are collected TESTING IDEAS THROUGH PILOTS AND PROTOTYPES
and these are applied in repetitive ways in order to progress Pilot experiment is a small-scale study directed towards evaluating
VALIDATING RESEARCH the viability
traditional market research prototype has been discussed as an unpolished version of a
understanding what is presently happening product
THE SCIENTIFIC METHOD IN ENTREPRENEURSHIP
Ask a question
Research about subject
Create a hypothesis
Experiment to test hypothesis
Assess data and conclude
Publish results and call others to expand
ART AND SCIENCE APPLIED TO ENTREPRENEURSHIP
Entreprenuership Is Both An Art And Science
As an art, an entrepreneur must have a creative thinking skill to
make some ingenious ideas
As science, calls for combining new information into prevailing
models, or adding new models to a superior body of knowledge
As science, calls for combining new information into prevailing
models, or adding new models to a superior body of knowledge
Facebook-originally released their site only with Harvard students
