Design Thinking Process

KREATIVITAS DAN INOVASI
PROGRAM STUDI ADMINISTRASI BISNIS

UNIVERSITAS BRAWIJAYA
OLEH : BRILLYANES SANAWIRI, SAB., MBA

WEEK 6
EMPATHY-DEFINE-IDEATE-PROTOTYPE-TEST
PROGRAM STUDI ADMINISTRASI BISNIS

UNIVERSITAS BRAWIJAYA
By now, you all should undertand what is design
thinking and why design thinking is important in
the innovation process.
Design Thinking Characteristics:
• Collaborative
• Empathic
• Integrative
• Subjective
• Optimisme
• Experimental
Design Thinking Mindsets:
Design Thinking applies:
• in Business
• in Education
• in Public Services
• in Medication
• in Art’s
• and other endeavours
The Design Thinking Process:
The Design Thinking Phases:
What
Empati adalah dasar dari proses desain yang berpusat pada

manusia ‘Human Centered-Design Process’. Untuk berempati,
kita:
• Observe/ Amati. Lihat pengguna dan perilaku mereka
dalam konteks kehidupan mereka.
• Engage/ Terlibat langsung. Berinteraksi dengan dan
mewawancarai pengguna melalui pertemuan terjadwal
maupun pendek 'mendadak'.
• Immerse/ Membenamkan Diri. Merasakan dan mengalami
langsung berbagai bentuk pengalaman pengguna anda
sendiri.
Why
• Watching what people do and how they interact with their

environment gives you clues about what they think and
feel.
• It also helps you to learn about what they need.
• B y w at c h i n g p e o p l e y o u c a n c a p t u re p h y s i c a l
manifestations of their experiences, what they do and say.
This will allow you to interpret intangible meaning of those
experiences in order to uncover insights.
• These insights will lead you to the innovative solutions.
• The best solutions come out of the best insights into
human behavior.
What
The define mode is when you unpack and synthesize your empathy findings into
compelling needs and insights, and scope a specific and meaningful challenge.
It is a mode of “focus” rather than “flaring.”
Two goals of the define mode are to:
1. develop a deep understanding of your users and the design space and,
based on that understanding,
2. to come up with an actionable problem statement: your point of view. Your
point of view should be a guiding statement that focuses on specific users,
and insights and needs that you uncovered during the empathize mode.
!
It is your unique design vision. Understanding the meaningful challenge is
fundemantal to creating a succesful solution.
Why
Because it explicitly expresses the problem you are striving to address through
your eforts. In order to be truly generative, you must first craft a specific and
compelling problem statement to use as a solution-generation springboard.
!
As a test, a good point of view (POV) is one that:
• Provides focus and frames the problem
• Inspires your team
• Provides a reference for evaluating competing ideas
• Empowers your team to make decisions independently in parallel
• Fuels brainstorms by suggesting “how might we” statements
• Captures the hearts and minds of people you meet
• Saves you from the impossible task of developing concepts that are all
things to all people
• Is something you revisit and reformulate as you learn by doing
• Guides your innovation eðorts
[USER] needs to [USER’S NEED] because [SURPRISING INSIGHT]
[USER] needs to [USER’S NEED] because [SURPRISING INSIGHT]
Seorang gadis remaja membutuhkan lebih banyak makanan bergizi

user user’s needs
karena vitamin sangat penting untuk kesehatan yang baik.

insight
Seorang gadis remaja dengan prospek suram perlu merasa diterima secara
user
sosial ketika makan makanan sehat, karena dalam ‘geng-nya’ risiko sosial
user’s needs
lebih berbahaya daripada risiko kesehatan.

suprising insights
What
Ideate is the mode during your design process in which

you focus on idea generation. Mentally it represents a
process of “going wide” in terms of concepts and
outcomes—it is a mode of “flaring” rather than “focus.”
The goal of ideation is to explore a wide solution space –
both a large quantity of ideas and a diversity among those
ideas. From this vast depository of ideas you can build
prototypes to test with users.
Why
You ideate in order to transition from identifying problems into exploring

solutions for your users.
Various forms of ideation are leveraged to:
• Step beyond obvious solutions and thus increase the innovation potential
of your solution set
• Harness the collective perspectives and strengths of your teams
• Uncover unexpected areas of exploration
• Create fluency (volume) and flexibility (variety) in your innovation options
• Get obvious solutions out of your heads, and drive your team beyond them
!
Regardless of what ideation method you use, the fundamental principle of
ideation is to be cognizant of when you and your team are generating ideas
and when you are evaluating ideas – and mix the two only intentionally.
What
Prototyping is getting ideas and explorations out of your head and

into the physical world. A prototype can be anything that takes a
physical form – be it a wall of post-it notes, a role-playing activity, a
space, an object, an interface, or even a storyboard. The resolution
of your prototype should be commensurate with your progress in
your project. In early explorations keep your prototypes rough and
rapid to allow yourself to learn quickly and investigate a lot of
diferent possibilities.
Why
Is used for many reasons, including these (non-mutually-exclusive) categories: 
• Empathy gaining: Prototyping is a tool to deepen your understanding of the

design space and your user, even at a pre-solution phase of your project.
• Exploration: Build to think. Develop multiple solution options.
• Testing: Create prototypes (and develop the context) to test and refine
solutions with users.
• Inspiration: Inspire others (teammates, clients, customers, investors) by
showing your vision.
!
Prototyping is used also to: 
1) Learn; 2) Solve disagreements; 3) Start a conversation; 4) Fail quickly and
cheaply; 5) Manage the solution-building process.
What
Testing is the chance to refine our solutions and make them

better. The test mode is another iterative mode in which we
place our low-resolution artifacts in the appropriate context
of the user’s life. Prototype as if you know you’re right, but
test as if you know you’re wrong.
Why
To refine our prototypes and solutions. Testing informs the next

iterations of prototypes. Sometimes this means going back to the
drawing board. 
To learn more about our user. Testing is another opportunity to build
empathy through observation and engagement—it often yields
unexpected insights.
To test and refine our POV. Sometimes testing reveals that not only did
we not get the solution right, but also that we have failed to frame the
problem correctly.

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KREATIVITAS DAN INOVASI

PROGRAM STUDI ADMINISTRASI BISNIS

OLEH : BRILLYANES SANAWIRI, SAB., MBA

PROGRAM STUDI ADMINISTRASI BISNIS

Empati adalah dasar dari proses desain yang berpusat pada

• Watching what people do and how they interact with their

Seorang gadis remaja membutuhkan lebih banyak makanan bergizi

karena vitamin sangat penting untuk kesehatan yang baik.

lebih berbahaya daripada risiko kesehatan.

Ideate is the mode during your design process in which

You ideate in order to transition from identifying problems into exploring

Prototyping is getting ideas and explorations out of your head and

Is used for many reasons, including these (non-mutually-exclusive) categories:

• Empathy gaining: Prototyping is a tool to deepen your understanding of the

Testing is the chance to reﬁne our solutions and make them

To reﬁne our prototypes and solutions. Testing informs the next

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