This document discusses methods for engaging with users during the design thinking process. It covers storytelling, storyboarding, co-creation, collecting feedback, and refining ideas based on user input. Storytelling involves sharing prototypes and concepts with users through visuals like storyboards and roleplaying. Co-creation gets users involved in developing and testing solutions early on. Feedback is collected through surveys, forums, and observation to understand what users like and what can be improved. The engagement process aims to ensure solutions match user needs and find issues through real-world testing before large-scale implementation.

1. UNIT IV : Engage
By
Mr.S.Selvaraj
Asst. Professor (SRG) / CSE
Kongu Engineering College
Perundurai, Erode, Tamilnadu, India
20CDT23 – Design Thinking
Thanks to and Resource from : Lee Chong Hwa, "Design Thinking The Guidebook", NA Edition, Design Thinking Master Trainers of Bhutan, NA, 2017.

2. Unit Wise Syllabus – DT
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3. Unit IV : Contents
1. Engage – Methods and Tools
2. Story Telling
3. Art of Story Telling
4. Storyboarding
5. Co-creation with user
6. Collect feedback from user
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UNIT IV _ ENGAGE

4. Engage Phase
• After your solution concept and prototypes are
ready, share your ideas with the users.
• Give user the walkthrough experience using
ideal user experience journey.
• Feedback and comments from the user are taken
with open mind and is being reviewed to come to
a common understanding about which idea
works and which does not work for the user and
why?
• Finally refinement of the solution ideas is done.
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5. Purpose of Engage Phase
• Ensure prototype solution matches the need
of targeted users.
• Generate ideas that you may not have
thought of. and weed out misfit ideas
• Identify blind-spots in our ideas.
• To fail early and cheaply
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6. Engage – Methods & Tools and
Mindset & Attitudes and Process
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7. Engage - Methods and Tools
• Five Methods and Tools of Experiment.
– Story Telling
– Storyboarding
– Co-creation with Users
– Idea Refinement
– Collect Feedback from Users
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8. Story Telling
• Giving voice to your persona’s story.
• Storytelling is the most powerful way to put your
ideas into the world today.
• Storytelling is basically giving voice to your
persona’s story which you have developed in the
experiment phase.
• Storytelling can be done using:
– Storyboard: visual illustration of your idea
– Prototypes: developing and testing ideas at early
stage before large scale implementation.
– Role Play: to act out the experience to give better
understanding of your idea.
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9. Art of Story Telling
• Telling a story is like painting a picture with
words.
• A Good Story Telling must be
– Narrative
– Attention-Grabbing
– Interactive
– Imaginative
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10. How to Tell Great Stories
• According to HubSpot Academy’s free Power of Storytelling
course, there are three components that make up a good
story — regardless of the story you’re trying to tell.
• 1. Characters
• Every story features at least one character, and this
character will be the key to relating your audience back to
the story. This main character is often called the
protagonist.
• Your characters form the bridge between you, the
storyteller, and the audience. If your audience can put
themselves in your character’s shoes, they’ll be more likely
to follow through with your call-to-action.
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11. • 2. Conflict
• The conflict is the lesson of how the character
overcomes a challenge. Conflict in your story
elicits emotions and connects the audience
through relatable experiences. When telling
stories, the power is in what you’re conveying
and teaching. If there’s no conflict in your
story, it’s likely not a story.
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12. • 3. Resolution
• Every good story has a closing, but it doesn’t
always have to be a good one. Your story’s
resolution should wrap up the story, give
context to the characters and conflict(s), and
leave your audience with a call to action.
• If you’re new to storytelling, there are a
couple other elements you’ll want to think
about as you build your first story.
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13. • 4. Structure
• Your plot is the structure of your storytelling.
• A blog can have great writing and relatable characters. But if you
don't create a natural flow of events, your blog will confuse your
reader.
• Your "About" page on your website can run through the story of
your business. But if you don't break it into clear and useful
segments, your site visitors might bounce before they get to the
good part.
• Plots don't need to be in chronological order. There are many ways
that you can experiment with the structure of your story.
• But your story should have a beginning, middle, and end. This
structure is familiar, so it makes your audience more comfortable
and open to new information.
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14. • 5. Setting
• The context of your storytelling impacts how
your audience takes in your story. The setting
is more than where a story takes place. It's
how you can:
• Share the values and goals of your characters
• Shift the tone of conversations and action
• Make it easier to show instead of tell
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15. How to plan to tell a compelling story?
1. Begin with the Wall
2. Know your Audience
3. Set up your hook Early
4. Have a compelling plot
5. Have a clear theme
6. Remove the Clutter
7. Highlight the problem
8. Demonstrate a clear change
9. Make them feel
10. Be Real
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27. Storyboarding
• You have your
– persona,
– Ideal User Experience Journey and
– prototypes.
• Now make your solution concept more visual by
storyboarding.
• Storyboarding is a visual illustration of your idea for
the easy and effective communication with the users.
• Storyboard will include your persona, need statement,
solution illustrations, and impact or end result of the
solution concept.
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28. Storyboarding
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29. Storyboard : Visual Story
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30. Purpose of Storyboarding
• To graphically describe user’s activities, your
design idea and communicate the idea more
effectively to the users.
• To create story narratives .
• To Visually describe series of activities of the
solution idea. Each team member draws the
touch-point of your idea.
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31. Purpose of Storyboarding
• Brainstorm how you intend to illustrate your
persona’s story in a coherent manner
including the narratives into the storyboard
canvas (T31) and then start drawing.
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32. Storyboarding your Persona’s Story
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33. List of Templates so for we seen..
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• T29: SCAMPER Worksheet
• T30: SCAMPER – Reconnecting With Our Personas

34. T31 : Storyboard Canvas
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35. T32 : Storyboard Canvas for Your Pesona’s
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36. Co-creation with Users
• Co-creation involves engaging the target users
early in the development process of your
solution ideas in order to enhance and refine
the ideas.
• By eliciting user’s feedback and suggestions,
you can better understand user needs and
desires, and refine and improve solution
ideas.
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37. Purpose of Co-creation with Users
• Early feedback on proposed ideas and
solutions;
• To better user-generation ideas and contents;
• Idea improvements;
• New creative possibilities;
• Better user acceptance and buy-in;
• Early user communication
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38. Co-Creation with target users can be
done using:
• Storyboard
• Role play
• Prototype
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39. Steps involved in Co-creation session
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40. Idea Refinement
• The purpose of refining an idea is a to turn it into
a practical plan or concept and eliminate some
of the uncertainty related to that.
• Refining and developing ideas is a big part of idea
management, and perhaps the most critical step
on the way towards building ideas that create
real value.
• The key to innovation success is to make
innovation scalable and repeatable, and the same
goes for the process of refining and developing
ideas.
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41. Purpose of Idea Refinement
• To refine the idea into a more practical plan or
concept.
• To eliminate uncertainty from the plan or
concept by testing it.
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42. Idea Refinement
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43. Idea Refinement Steps
• Get feedback and evaluate the idea.
• Refine the idea into something more
practical .
• Define Assumptions
• Test assumptions in the real world to remove
uncertainty.
• Rinse and repeat.
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44. • Get feedback and evaluate the idea. Preferably
from diverse points of view and people who can
look at the idea objectively and critically. The
purpose here is primarily to serve as a reality
check and point out obvious issues in the idea
and the assumptions it relies on. However, when
there are more ideas than resources for
implementing them, which is usually the case,
you need to choose which ones to refine and
work on, and which ones to put on hold. That’s
where idea evaluation comes into play.
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45. • Refine the idea into something more
practical based on the feedback. In most
cases, this is something like a project plan, a
business case, or a product concept. At first,
these are often at a very high-level, but as the
idea gets more and more refined, so does the
level of practicality here.
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46. • Test assumptions in the real world to remove
uncertainty. For most ideas, this is a crucial
but often neglected step. Every idea comes
with assumptions built-in, such as “we can
build this” and “people will buy this”. While
some are more important than others, it is
important to figure out what your
assumptions are, and then eliminate the
biggest and most obvious ones.
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47. • Rinse and repeat. For simple ideas, it might be
enough to go through the above steps once
and then be done with it, but for more
complex ideas, that just isn’t feasible. You will
need to go through the process multiple
times, with each iteration gradually refining
the idea into something that is useful and
practical.
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48. Tools for Idea Refinement
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49. Collect Feedback from Users - Surveys
• One of the most effective and simple ways to
collect user feedback during the ongoing
improvement stage is through surveys.
• These give users the opportunity to let the
company what is working and what isn't
working.
• These can be administered at a variety of
different times.
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50. Collect Feedback from Users - Forums
• Another valuable source of user feedback is
to establish forums for users, where users can
ask you, and other users, how to deal with any
issues that emerge.
• This allows you to keep an eye on issues as they
emerge, rather than having to wait for your six-
monthly survey round, as well as allowing you to
deal with any negative comments quickly,
and not letting issues fester.
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51. Tips for improving the User Feedback
collection process
• Don’t be afraid to asks for feedback. Sometimes
we hold off on asking for feedback because we
don’t want to harass our customers. But if you do
it at the right time and in the right way, and not
too often, they will probably be happy to help.
• Do include the net promoter score and follow up
questions in your survey. It is a great way to cut
directly to what users like and don’t like about
your product.
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52. Tips for improving the User Feedback
collection process
• Do segment your customers into meaningful
groups. The services you offer to premium and
freemium users are likely different, as are the needs of
users that have implemented your system across their
company as opposed to individual users. Get greater
clarity through segmentation.
• Always ask leaving customers why they are leaving as
part of the off boarding process. Users who have
decided to leave are one of the best sources of
information about issues with your product, even if
that issue is a cheaper competitor.
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53. Tips for improving the User Feedback
collection process
• Don’t be led astray by the loud voices. It is often
someone with a bee in their bonnet about something
that complains the loudest and the most. But they are
not necessarily representative of most of your users.
Learn to balance the feedback that you have received.
• Don’t forget about the observation. Human beings are
notoriously bad at self-reporting, and you can’t ask
about issues you don’t know about. Consider short but
intensive periods of user observation with key users as
another way to collect feedback.
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54. List of Templates so for seen …
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• T31: Story Board Canvas
• T32: Story Board Canvas for your Persona’s
• T29: SCAMPER Worksheet
• T30: SCAMPER – Reconnecting With Our Personas

55. Thank You
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