CHAPTER 3

• OBE

  Outcome-based education
• Prof. Angelita Ong Camilar-Serrano, PhD-BM, MBA, CMC
• Design thinking


  A discipline that uses the designer's sensibility and methods to match people's needs with what is technologically feasible and what a viable business strategy can convert into customer value and market opportunity
• David Kelley, Founder of IDEO: 'The main tenet of design thinking is empathy for the people you're trying to design for. Leadership is exactly the same thing - building empathy for the people that you're entrusted to help.'
• These few years, the design thinking process has increasingly become well-known. Possibly, this is due to the high success of big and global companies that made use of this process. Known also as "outside the box thinking" said process is not just merely a process, but completely opens a new way of thinking. Said process provides a pool of practical means to help apply this new mindset. Design thinking helps improve the world through the generation of innovative solutions from ordinary problems to the most complicated ones being experienced every day. Hence, design thinking is now being taught in top colleges and universities globally and being promoted in all business levels.
• Design thinking


  A constant process of trying to find innovative solutions to problems through deep understanding and empathy of the target user. It seeks to develop complete understanding of the people involved in the problem through solution-based approach and not those common problem-solving methods. Design thinking offers a means of digging that bit deeper to disclose ways of improving user experiences.
• Design thinking process


  1. Questioning the problem

  2. Questioning the assumptions

  3. Questioning the implications
• Companies that used design thinking

  • Airbnb
  • Apple
• Principles of design thinking

  • Human-centricity and Empathy
  • Collaboration
  • Ideation
  • Experimentation and Iteration
  • A bias towards Action
• Human-centricity and Empathy


  Providing solutions to problems that focuses on human needs and user response. The drivers of innovations are people and not merely technology. The process should really contain a step that considers the shoes of users and relate to them with genuine empathy.
• Collaboration


  The purpose of design thinking is to form a pond of perspectives and ideas. These ideas shall be used in innovation. Design thinking works well with diverse composition of teams who would cooperate with each other.
• Ideation


  Ideation is a core design thinking principle at the same time a step in the design thinking process. The focus of design thinking is to come up with as many ideas and potential solutions as possible. As a step, participants are encouraged to produce many ideas without first considering the quality.
• Experimentation and Iteration


  Ideas are turned into prototypes. Said prototypes are tested and feedback from users are taken. Design thinking is a continuous and repetitive process to discover mistakes and defects of the initial versions until getting the preferred form of the proposed solution.
• A bias towards Action


  Design thinking is an applied and practical solution-based method that is more focus on action rather than on discussion. This method favors a face-to-face engagement through "going out in the field". Instead of discussing on the possible solutions, these solutions are turned into concrete prototypes and tested out in the real world.
• Design-thinking emerged because of the issues of collective problem solving of significant societal changes by engineers, architects and industrial designers at that time


  50s and 60s onwards
• Design thinking


  A way of thinking, as mentioned by Herbert A. Simon in his 1969 book "The Sciences of the Artificial"
• Design thinking begun to combine the human, technological, strategic needs and innovation technology in the 1970s. Across a wide range of industries, design thinking since then continues to be explored and enhanced particularly in business.
• Simon outlined the first formal models of the design thinking process consisting of seven major stages. In the 21st century, there are many variants of design thinking that came out with different number of stages in the process.
• Five-stage design thinking model


  Suggested by the Hasso-Plattner Institute of Design at Stanford
• The design thinking process has become popular because it was strategic to the success of many prominent, international companies such as Google, Apple and Airbnb. These organizations have applied design thinking to remarkable effect. This "outside the box thinking" is now taught at distinguished universities worldwide and is promoted not only in business but to all types of organizations.
• The Design Thinking Process

  1. Empathise

  2. Define

  3. Ideate

  4. Prototype

  5. Test
• Empathise


  Research about users' needs. Using research, the first step in the design thinking process allows to obtain understanding of the people who experience a problem before designing a solution to serve them. Empathy describes the ability to put oneself in another person's shoes to really see the world through people's in a given context or situation. It involves observing, engage to understand their experiences and motivations and immersing in the physical environment of users who will be affected by the design.
• Empathy-building methods

  • Empathy interviews
  • Immersion and Observation
  • Extreme Users
  • Ask what, how, and why in curiosity
• Empathy map


  A tool that helps gather and organize the data from the interview that could lead to surprising insights. It collates the unmet needs, frustrations, improvement areas, perspectives, assumptions and beliefs coming from someone's head.
• Define


  State users' needs and problems. The first step towards defining a problem is to find who the user is, what is his needs and then develop insights from the answers. The actionable design problem statement is defined in a human-centered manner to club all the answers together in the Empathise Stage. The purpose of this problem statement is to establish the core problems and generate tangible and actionable ideas to solve the problems.
• Guidelines in generating the question under the design thinking process

  • Strengthen the good
  • Eliminate the bad
  • Search the opposite
  • Enquiry of the Assumptions
  • Pinpoint the Unanticipated Resources
  • Form an Analogy
  • Breakdown the Problem into Pieces
• Ideate


  Challenge assumptions and construct ideas. In this stage, designers are prepared to start generating ideas. The concrete background of knowledge from the first two stages means anyone can begin to "think outside the box". Here entrepreneurs may now look for alternate ways to view the problem and pinpoint innovative solutions to the problem statement created.
• Ideation techniques


  • Brainstorm
  • Brainwrite
  • Worst Possible Idea
  • SCAMPER
• Brainstorm


  A more relaxed and informal way of solving a problem using imaginative thinking. Often times, these thoughts and ideas seem a bit crazy. These ideas are original and creative solutions to a problem. Some of these ideas may even trigger more ideas. Brainstorming gets people released their ideas by shaking their heads without the usual way of thinking.
• Brainwrite


  A serial process of asking participants to write down their ideas about a specific question or problem on sheets of paper
• Ideation techniques


  1. Brainstorm

  2. Brainwrite

  3. Worst Possible Idea

  4. SCAMPER
• Brainstorm


  A more relaxed and informal way of solving a problem using imaginative thinking. The ideas seem crazy but are original and creative solutions.
• Brainwrite


  A serial process of asking participants to write down their ideas about a specific question or problem on sheets of paper, then passing the ideas to someone else to read and add new ideas.
• Worst Possible Idea


  A technique where members of the team look for the worst solutions in ideation periods, to examine their ideas, contest assumptions and obtain insights in discovering great ideas.
• SCAMPER

  1. Substitute

  2. Combine

  3. Adapt

  4. Modify

  5. Put to another use

  6. Eliminate

  7. Reverse
• Prototype


  A low-cost, scaled-down quick working sample of entrepreneurial ideas for new products or particular features, to show how a product will work and look like.
• Prototyping

  • Provides timely feedback
  • Prompt changes save time and cost
  • Validation prior to development
  • User research and user testing
• Low fidelity prototype


  Paper prototypes used in early stages, constantly improved based on user feedback
• Medium fidelity prototype


  Prototype with practical functionalities based on storyboard and user situations
• High fidelity prototype


  Prototypes that look closely like the would-be actual end product, with real functionalities