Design Thinking 101 for non designers

2. Design Thinking
for a Startup

3. What is Design Thinking?

4. Design Thinking is not
About making things pretty

5. Design Thinking
is a creative approach to solving
HUMAN problems

6. Business value of Design Thinking
People
centered
Higher
chances of
success
Saves cost Acts as a
framework for
development
Faster time
to market

7. How does it help you ?
• Fosters better team collaboration
• You get started faster
• The whole team understands what they’re building
• The goals are clear and based on customer need
• Feature prioritization is easier
• No “pet features” are introduced

8. Design Thinking in 4 steps
1
Think from
users shoes
2
Synthesize
the finding
3
Brainstorm
and ideate
4
Mock and
Test it out
Empathize Define Ideate Prototype

9. What tools/infrastructure and skills do you need
A room Sticky notes Markers Pen & Paper Team

10. Who are the customers?
Define your users. Create user groups
A solo traveler
who's trying to enjoy
a budget vacation
A House wife
who always travels
with kids and family

11. Go to the people. Observe them!
How do you know if your idea is the Right One?
We call it user research. Focus on the problems and not the solution that people give
What problems
are they facing
What would make
their lives easier
How do they
solve it today

12. How many people should you reach out to?
3-4 people per user group
Max 8-10 people

13. Creating customer journey map

14. Define product goals
1. Convert Key pain points to product goals.
2. At this point you may find that your original product idea vs what
you are actually building is different.
3. Because Now you are building your product based on real problems.
Pain Point Goal
Users had to go to go multiple airlines
provider to find out the cheapest
flight option for his/her travel
Provide an option to the user so that
he/she can compare different flight
fares in a single page

15. Measure your goals
Efficiency Effectiveness Satisfaction
Time spent on a task Reduction in number
of errors
Customer’s
happiness with the
solution

16. Who are you building
these solutions for?

17. Personas : An idea everyone can get behind

18. If you want to have one good idea,
you must have many ideas

19. Brainstorm to ideate solutions
1. Remember the first solution is never the best one.
2. Do not focus on technical details or limitations.
3. Focus on creative problem solving.
4. Embrace the idea that “No idea is a bad idea” at this stage.

20. How do you know you have build a right product ?
We call it prototyping
Don’t build until you know it is right !
- Try to get feedback as early as possible.
- Build rough mockups.
- Make paper prototypes.

21. Build user interface : Paper prototype
1. Focus on the key scenarios and not the entire application.
2. Make it quick and dirty don’t spend too much time to beautify it.
3. The idea is to communicate your concept to the users and to let
them try it out.

22. An Example
Arrange the prototype in a same user flow

23. Prototyping is used by all the industries
An example of an ENT tool
prototyped with office
supplies
The actual product

24. Gather feedback
- Take your prototype to the users.
- Observe them.
- Ask them to think out loud while they use and listen.

25. Experiment, fail quick and gather feedback
The key take away would be

26. Plan Development
- Refine your design based on inputs from usability test Observe them.
- Plan your development.
- moving from Paper prototype to Actual product is the biggest challenge

27. Build Experiences
not features

28. Conclusion
1. Design Thinking isn’t Magic : It’s goal is to uncover actual user problems and
not hide what the reality is
2. Design thinking is NOT just for designers : It requires participation from
everyone in your team.
3. Design thinking gives you confidence : It helps you to develop a product that
your customers “actually” need or want.
4. Design Thinking can be applied to any complex problem or situation