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Design Thinking

Short Tip: A method for identifying a problem, its causes and validating ideas.

What is it?

It is a method that aims to collectively search for solutions to problems from the viewpoint of the product’s user. The method was initially developed by the Stanford University, but today there are multiple variants.

The version proposed by PIM-Go© considers the 5 steps, though with a focus on the two diamonds related to identifying problems/causes and ideas. The diamond represents the process of generating multiple options (divergence), followed by a process of filtering, elimination and prioritization (convergence).

Why use it?

Design Thinking has the quality of seeking, in an organized way, solutions that address problems or needs from the perspective of who will actually use the product.

Using the method properly can save resources by designing products that address the user’s problem. In addition, by testing the product, it has the ability to eliminate inadequate or partial solutions in an early stage (the Fail Fast concept, one of the pillars of PIM-Go©).

How to use it?

It is advisable that the Design Thinking technique be facilitated by a group member with some experience in the process. The PIM-Go© version is comprised of the following steps:

  • Before the ideation process, prepare the board with the Design Thinking Canvas templates (Design Thinking – Causes; Design Thinking – Ideas and Idea Filter Canvas). If done remotely, the canvases can be used directly in visual collaboration tools.
  • With the group, define the user segment that has the problem or need. Depending on the segment’s particularity, one or more personas can be used to exemplify that particular audience;
    • If the group is not familiar with the user’s profile, dedicate some time to discuss their characteristics, skills, pains and desires. The User Safari technique, which consists in going to users to observe and investigate them, can be used;
    • If it is an existing product, it may be important to detail the user’s journey for this product in order to identify negative points that will indicate potential problems to be addressed;
    • Another relevant technique to create greater identification with the user is the Empathy Map. Some examples for designing this map can be seen on IBM Website and 7bits article.
  • Note: If you decide to use a collaborative digital tool, it’s suggested to use Miro or Mural. Check out the PIM-Go article with 10 Tips on how to create Effective Digital Workshops in Remote Product and Project Management.

In the First Diamond Canvas (Problems and Root Causes):

  • Write down the user’s details and choose with the group the most relevant problem for this target audience;
  • With the group, list the root causes of this problem, placing the most relevant ones on the left and the least relevant on the right.

In the Second Diamond Canvas (Brainstorming):

  • Place the problem in the center of ​​the Canvas and launch a brainstorm for solutions. Each idea generated must be placed on the Canvas;
  • When the group runs out of ideas, replace the problem with the most relevant root cause, and repeat the previous step. Add new ideas to the Canvas, while keeping the old ones.
    • It is advisable to perform 2 to 4 iterations for the root causes. More than this can extend the process without significant added value;
    • In some cases, the root cause doesn’t in itself generate a solution, but a refinement of an idea already included, which is positive. Just be careful not to go into detailing the idea.

In the Idea Filter Canvas:

  • Bring the ideas to the Idea Filter Canvas to choose the winning idea;
  • For each idea that you bring, analyze its “Relevance” and “Security” aspects with the group.
    • “Relevance” is the solution’s value from the user’s perspective. Value can be understood as the solution’s ability to actually solve the problem or need.
    • “Security” is considered as the group’s degree of confidence in the organization’s ability to build and deliver the solution. Aspects such as availability of human and material resources, the team’s skills, clarity of requirements, risks involved and release deadline can usually influence this aspect.
  • Place the idea in the proper quadrant. Once the placement of all ideas is finished, launch a discussion with the team about the characteristics of the winning idea.
    • More information about the Idea Filter process can be found here.

Templates

Article

Additional Information