A presentation on design thinking and the design process. Design thinking is generally defined as an analytic and creative process that engages a person or group in opportunities to experiment, create and prototype, gather feedback, and redesign. The process is fluid and can go back and forward many times. Redefining of the problem, redesigning the solution(s) throughout the process will happen numerous times.

1. THE DESIGN PROCESS

2. WHAT DESIGN IS NOT !!!

3. DESIGN IS NOT : AESTHETIC

4. DESIGN IS NOT : AESTHETIC
DESIGN IS NOT : A PRODUCT

5. DESIGN IS NOT : AESTHETIC
DESIGN IS NOT : A PRODUCT
DESIGN IS NOT : AN EXPERIENCE

6. DESIGN IS A PROCESS

7. DESIGN IS A PROCESS
What process do we use ?

8. DESIGN THINKING

9. DESIGN THINKING
What is this ??

10. Design thinking is generally defined as an analytic
and creative process that engages a person or
group in opportunities to experiment, create and
prototype, gather feedback, and redesign.

11. Your first concept is very rarely the solution

12. DESIGN PROCESS(ES) STAGES

13. DESIGN PROCESS
1. Analysis - 2. Design – 3. Develop – 4. Implement – 5. Evaluate
1. Research – 2. Concept Generation – 3. Concept Development –
4. Final Design
1. Empathize – 2. Define – 3. Ideate – 4. Prototype – 5. Test

14. DESIGN PROCESS
1. Analysis - 2. Design – 3. Develop – 4. Implement – 5. Evaluate
1. Research – 2. Concept Generation – 3. Concept Development –
4. Final Design
1. Empathize – 2. Define – 3. Ideate – 4. Prototype – 5. Test

15. DESIGN THINKING 1. Empathize – 2. Define – 3. Ideate – 4. Prototype – 5. Test

16. DESIGN THINKING 1. Empathize – 2. Define – 3. Ideate – 4. Prototype – 5. Test
Research
Stages

17. DESIGN THINKING 1. Empathize – 2. Define – 3. Ideate – 4. Prototype – 5. Test
Concept
Stages Stages
Research

18. DESIGN THINKING 1. Empathize – 2. Define – 3. Ideate – 4. Prototype – 5. Test
Concept
Stages Stages
Research
Compare and
contrast
Internet
Search
Questionnaires
Interviews

19. DESIGN THINKING 1. Empathize – 2. Define – 3. Ideate – 4. Prototype – 5. Test
Concept
Stages Stages
Research
Compare and
contrast
Internet
Search
Questionnaires
Interviews
Brainstorming
Sketching
Mockup

20. The stages of design thinking/design process are not rigid in their throughout
the design process. With every design project the process is fluid and can go
back and forward many times. Redefining of the problem, redesigning the
solution(s) throughout the process will happen numerous times.

21. DESIGN THINKING 1. Empathize – 2. Define – 3. Ideate – 4. Prototype – 5. Test

22. STAGES

23. 1. Empathize
Understand the experience, situation and emotion of the
person or situation you are designing for (users + client)
• Observe users and their behaviour in the context of their lives.
• Engage with people in conversations and interviews. Ask why.
• What do the users say, think, do and feel?
• Document all this.

24. 2. Define
Process and synthesise the findings in order to form a
point of view that you will address.
• User: develop an understanding of the type of person you are designing for. Who,
what, where, how?
• Needs: synthesize and select a limited set of needs that you think are important. What
does the user want? How could they be addressed?

25. Notes: Research
Investigate the subject matter and the target audience of the brief,
accumulate relevant information that will be used to inform design
decisions. Determine and dissect the attitudes and behavioursof
the target audience.
Research into the target group also helps determine what effectively
communicates with this group and what alienates them.

26. Notes: Methods of Research
• Compare and contrast: Use simpler of competitor products on the market, what are
their strengths, weaknesses.
• Questionnaires: users, determine what information you need before construction your
questionnaire.
• Web Search: current trends,

27. Only with contact, observation and
empathy with the target market can you
hope to design solutions that fit their
expectations

28. 3. Ideate
Focus on idea generation. Translate problems into
solutions. Explore a wide variety and large quantity of
ideas to go beyond the obvious solutions to a problem.
• Brainstorm idea generation: collaborate your research and ideas and categories into
sections.
• Sketch concepts: sketch in thumbnails and sketch a lot. The idea Is more important
than The detail.
• Don’t discard ideas.
• Rate the validity of each ideation after.
• Refer back to the research.

29. Notes: Concept
The concept generation or the ideate stage is the part of the design process where
creativity is most free. At this stage we seek to generate Concepts that will be worked
up and resolved in further stages of the process

30. 4. Prototype
Build to think. A simple, cheap and fast way to shape
ideas so you can experience and interact with them.
• Start building: Create an artefact in low resolution. This can be a physical object or a
digital clickable sketch. Do it quick and dirty. mock-up one or two of your designs
from the ideation stage to examine their merits in more detail.
• Storyboard: create a scenario you can role play in a physical environment and let
people experience your solution

31. Notes: Concept development
• Typography: Font / size / spacing - match font choice to
your product, service, users and market
• Colour selection: colour meanings , use pantone books.
• Image selection: different images have different
meanings in different cultures. Image quality, composition.
• Redefine layout: use ‘Principle of design’ to determine final
layout

32. 5. Test
Ask for feedback on your prototypes. Learn
about your user, reframe your view and
refine your prototype.
Show: let people use your prototype. Give it in their hands and let them
use it. Listen to what they say. (React and redesign)
Create experiences: let people talk about how they experience it and
how they feel and how it makes them feel. (React and redesign)

33. Final Design
Pre-flight production: last check to see that your files are all print ready if
specified, you have meet all the requirements of the brief assigned.
Last Modifications: you have refined the professional production quality
of your final design. Your work is communicated and presented clear and
professionally.

34. Evaluate:
Self Evaluate your at every stage: understand why and when you made
critical design decisions.
Feedback: on completion of the project you will receive feedback on your
ability's to interpret a brief to final design. Both positive and negative
feedback should be used to develop your design skills.
Evaluate: final production, interpretation of the brief, relevance of
imagery to the subject, choice of colour and typography.

35. RECAP

36. FINAL DESIGN 10%
DESIGN PROCESS 90%