Quick HandbookStartup Action GuideMethods & Mindsets

Design Thinking

This book belongs to: ____________________________________________

What’s inside:

Design Thinking Overview . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 1Quick Design Thinking Story . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 2Behavioral Mindsets . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 3Inquire / Empathy . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 5Ignite . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 11Imagine / Ideation . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 13Invent . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 15Inspire / Storytelling . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 17Take it Home/ Choose a Challenge . . . . . . . . . . . . . . . . . . . . . . . . 19Quick Reference Guide . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 21

How to use this Guide:

1. This guide is not precious. Write in it. Draw pictures… Basically, use it. If it shows signs of wear, you’re doing well!

2. This guide is a compass, not an instruction manual. It is simple and meant to capture the methods and practices as well as behavioral mindsets of the design thinking journey.

3. The guide is meant to refresh your memory of your Bootcamp experience so you can put the mindsets and skills into practice everyday.

IIIII

So, WHY Menlo and design thinking?

We believe that teams who embrace a culture centered on human values and rooted

in empathy, create amazing solutions to some of the toughest business challenges,

and serve as catalysts and models for transformational change.

“People don’t buy what you do, they buy why you do it. And what you do simply proves

what you believe.” ~Simon Sinek

WHY

HOW

WHAT

1

What is Design Thinking?

Design Thinking, or human-centered design, is a way of uncovering creative solutions to messy challenges. It starts with deeply understanding your user, then rapidly prototyping and iterating to create a desirable solution to solve for your user’s unmet needs.

Inquire… Innovation begins and ends with people. It calls for gaining empathy for your user through a variety of empathy tools.

Ignite… Innovation continues with unpacking and synthesizing the discoveries exposed during ’Inquire’. Focus on the user’s unmet

around.

Imagine… Flare out and “go wide” to craft radical design alternatives that solve the user’s needs.

Invent… ‘Building to learn’ through prototyping the solution. Craft something you can place in front of a user to allow them to experience the rough concept and provide real-time feedback.

Inspire… Create a compelling story that places your user as the protagonist/hero. Incorporate the proposed outcomes to make the story worth sharing with others.

InquireIgnite

ImagineInvent

Inspire

Flare! Focus.

2

Design Thinking Story

Quick Story: bouncing through the design thinking phases,

Your notes... Inquire:Gain empathy by listening

Ignite: Create a point of view (POV)

Imagine: Create lots of ideasAccept & add

Invent: Build to learnShare with others

Inspire: Craft a story

3

Behavioral Mindsets

How you behave is as important, maybe more important, as the procedural steps your team goes

through in solving for your user’s needs.

Human-Centered Design

Your focus is not just on the people you are trying to create a solution for… it’s also on your team.

Behavioral Mindsets

4

What immediate actions can you take next week:

You have the opportunity to model the behavior for your extended team. Choose a mindset to put into action as your new normuser or customer…)

Why? WHY

HOW

WHAT

Mindset: Choose Mindset(s)

Opportunity: How to practice

When:

e.g.: Focus on Human Values

e.g.: “Collect insights from users to gain empathy.”

e.g. “Setup 3 customer interviews for my trip next week.”

Focus on Human Values

Cultivate Team Genius

Show; Don’t Tell

Bias Towards Action

Embrace Experimentation

Radical Collaboration

Creative

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Observe… their lives. (Contextual inquiry, Direct observation)

Engage… Interact with the users through short ‘intercept’ encounters, providing them with creative ways to express themselves. (Fireside chats, Interviews, Participatory research)

Immerse… Experience what your user experiences. For true empathy you need to walk a mile in your user’s shoes… but,

(Collective listening, Walk-a-Mile immersion)

Extreme Users… You can draw inspiration from user’s work-(Airbnb started by

interviewing college students looking for a place to sleep)

Behavioral Mindset in Action: •

Learn from People… Those on the extremes can sometimes speak to what is needed better than those in the mainstream.

6

Interview Preparation

1. Who would you like to gain empathy from?

3. Quickly list potential open-ended questions to seek stories

IntroYourself

IntroProject

BuildRapport

Evoke Stories

ExploreEmotions

Thank &Wrap-up

Follow-up& QuestionStatements

Time

Anatomy of an Interview

Ask“Why?”

WHY

HOW

WHAT

7

Fireside Chat:

(panel discussion/ participatory research). Be truly curious!

WIBNI Fundamentals:1. Capture one opportunity per sticky note (to make clustering easy)2. Simple, short WIBNI statement (phrase or sketch)3. Great WIBNI statements foster multiple solutions per opportunity4.

Tips:• Capture everything or it

didn’t happen• Assign goal to team so they

capture at least 5-8 WIBNI•

• Write-it/ Read -it/ Stick-it for creating opportunity wall

• Good way to gain needed empathy when you can’t directly observe

• ‘Active listening’ is a great skill for your team to embrace

• • Allows for user to help cluster

and prioritize opportunities•

for bringing in extreme users

Behavioral Mindsets in Action: •

8

Be an Anthropologist:• Ask open-ended questions and listen carefully.• Don’t suggest answers to questions- Remember it is about them and their

stories.• Be aware of non-verbal cues- Body language and facial expressions can

lead to a deeper question. “What were you feeling at that point?”• Ask WHY to get to the next level, and why again. The best design

emerges by asking progressively smarter questions.• Record emotions that guide behaviors.• Avoid hypothetical questions, focus on unmet needs.

Fireside Chat invitees:… Who would be good for the panel?2-3 is a good number

Fireside question starters:… Tell me an impactful moment when…Can be either positive or negative

Fireside question closer:… If you had a magic wand what are the top 3 things you would change to improve your experience?

Let the guest dream

Fireside materials list:… What do you need to make it special? (i.e. seating, environment, materials to capture insights)

9

Empathy Map

We met: (not just a name, add impactful description...e.g. Shona, a desparate Nepalese mother of three)

Unpack Suprises: I was amazed to discover...

__________________________________________________

_____________________________________________________

“ ”Saying: Direct Quotes “This is easy to use, but maybe a little awkward”

Doing: Observable ActionsLooking back awkwardly to see the system

Dir

ectl

y O

bser

ved

10

Unpack Frustrations: There seemed to be emotion around...

__________________________________________________

_____________________________________________________

Thinking: Inferred Thoughts ‘I wish I didn’t have so much clutter’

Feeling: Inferred Emotions ‘Nervous - I’m at risk working this way’

Infe

rred

Intu

itio

n

11

Anatomy of a good POV statement…

discovery during the Inquire/Empathy work. This simple phase helps focus

Behavioral Mindsets in Action: • • Radical Collaboration• Cultivate Team Genius

Tips:•

everyone should want to work on the challenge

• Each team member crafts their

notes, then shares and combines for best statement

• one to work on as a team

• Strive for deep emotional

• with a focus on the user

• Captures the hearts and minds of the the people you met

• Ignites the team around a common challenge statement

• Explicitly expresses the problem• Acts as a springboard for

brainstorming/ ideation

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POV PreparationYour point of view should be a guiding statement that focuses

1. User: We met...

2. Insight: We were amazed to realize...What surprised you the most?

3. Opportunity: It would change the world if... Frame up an inspired challenge for your team. Do not dictate a solution.

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Imagine: the top user needs and your POV (point-of-view).

“Yes, AND” Improv Mindset… • Build on each other’s ideas to explore where the creative intersections

develop. More ideas over “best” ideas.• •

would attack the problem (Amazon, WeChat, Disney…)

Behavioral Mindsets in Action: • Bias Towards Action• • Radical Collaboration

Tips:• Bias towards action… get started

and don’t think too much• Be visual to allow for viewer

completion• Explore wide solution space• ‘Flaring out’ lots of ideas• Do multiple ideation waves using

• Defer all judgement• Do not evaluate concepts yet

• You need lots of ideas to see where creative overlaps occur

• Idea portfolio - Capturing everything allows for easy consolidation and selection

• Bring in users… what do they think?

•

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Imagine : BrainstormingFlaring out, and creating awesome solutions around the problems you have been considering, can be contagiously fun if you follow a couple of simple rules.

Why:We need lots of ideas to make

More Ideas = More Possibilities = Better Solutions

Sketch... Top-of-mind, initial ideas to share with your team.

• Rules:

• One conversation at a time

• Go for quantity over quality

• Encourage wild ideas... stretch

• Be visual, not just textual

• Defer judgement until later

• Build on & encourage other’s ideas

WHY

HOW

WHAT

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Invent: Select your top ideas and group like/complementary ideas into solution concepts. Take your concepts and make them real, so you can place them in front of a user to experience and allow for immediate feedback and iteration.

Great opportunity to explore and gain more empathy for your user and quickly validate your POV and concept assumptions.

Behavioral Mindsets in Action: • Show; Don’t Tell• Embrace Experimentation

Tips:•

hand• Can be an object, interface,

experience … anything• Can be a scale model • Role play- skit experience• Don’t sell your prototype; let it

stand on it’s own• Be sure your user can ‘experience’

the prototype

• Opportunity to test with users… What do they think? (Listen)

• Easy to iterate and change, learn quickly

• Helps everyone get on the same page

• Bring ideas into the physical world (from sticky notes to real)

•

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Invent: Bringing Ideas to LifeFocus in on which concepts you desperately need feedback on to help move them forward… Is it worth pursuing?

Why: Learn early, learn cheap… to succeed sooner.

Marshmallow ChallengeRemember you need to test early and make adjustments. Don’t wait until the end and get an “oh-no” tip over!

Create top-of-mind, initial ideas to share with your team and place in areas below.

WHY

HOW

WHAT

Low

Big Bets(Strategic)

Money Pit(Big dough no Go)

Easy Wins

Incremental(is it worth it?)

IMPA

CT

EFFORTHigh

Low

Hig

h

17

Inspire: Storytelling is so important to help cultivate the ‘true essence’ of the impact of your design thinking journey.

The story arc (hero’s journey) is an impactful way to frame your user-centered message:• Start with Protagonist• Obstacle to overcome (Challenge)• Show Realization (‘Ah-ha’ solutions to overcome the challenge)• New World for the user

(Transformational moment of what new world will look like)

Behavioral Mindsets in Action: • Show; Don’t Tell• Cultivate Team Genius

Tips:• Your user is your Hero.• Maximize the focus on them and

be authentic.• POV statement… who

you met, what amazed you (why you care), and how your solutions can change their world.

• Storyboard

• •

gives them a reason to care• Creates a vision of a new &

better world• Short, interactive elevator pitch• Honest expression of

opportunity

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Inspire: The Power of StoryFocus in on how to craft a story to best convey the essence of your message. Know what you intend to convey, both narratively and emotionally. Behind all behavior is emotion… what details can you share about your character (user) and their situation that will suggest the emotions that lie beneath?

Why: Stories are a great way to connect people with ideas, at a human level.

Story Arc

Fill in the basics (rough in the main elements to convey your story)

WHY

HOW

WHAT

We met...(user)

Tens

ion

Time

We were amazedto realize...

(struggle)

ChallengeOvercome(solutions)

New World(transformation)

Their ChallengeTe

nsio

n

Time

19

Take it Home: We have allowed some time for you to craft an immediate plan of action to move a challenge forward. Scope a challenge where a

• Do you need more user insights? • More ideas… Imagine possibilities? (Brainstorming)• A prototype to assist in gathering quick feedback? • Craft a story to help message your ideas and inspire others?

Behavioral Mindsets in Action: Circle the main behavior that supports your new norm

Tips:• Do-it!• Scope an activity you can tackle

next week. Seriously!• Remember you are not alone.

Gather a team to help out.• Where are you stuck…just start

somewhere. Bias toward action!

• The more you practice, the better the teaching sticks

• You invested the time to learn new skills. Now put it into action.

• Share with a colleague to gain a partner (start of a team).

• Declare a new behavior so others are aware.

Focus on Human Values

Radical Collaboration

Embrace Experimentation

Show; Don’t Tell

Cultivate Team

Genius

Bias Towards Action

Creative

20

Choose a Challenge:This is a great chance for you to put into practice some of your new skills. The important thing is to scope the right challenge to help you gain momentum on a real issue you

make it actionable next week. Don’t forget to declare a new behavioral norm.

1. Fill in the Template...

2. Share with a Partner... Discuss your plan and be open to feedback.

Accountability Partner’s Name: . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .

Contact Information: . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .

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3. Follow Up...

Time & Date to meet: . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .

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Menlo Design Thinking Quick Reference Guide

Design Thinking Practices:

Design Thinking, Harvard Business Review, June 2008. by Tim Brown: (subscription required) . . . . . .https://goo.gl/Qnvyz8

Change by Design: How Design Thinking Transforms Organizations and Inspires Innovation, by Tim Brown: . . . . . . . . . . . . . . . . . . . . . . .

The Design of Business: Why Design Thinking is the Next Competitive Advantage, by Roger Martin: . . . . . . . . . . . . . . . . . . . . . . .

Make Space: How to Set the Stage for Creative Collaboration, by Scott Witthoft and Scott Doorley: . . . .https://goo.gl/Yy4TtG

Empathy Gathering (Design Research):

Wired to Care: How Companies Prosper When They Create Widespread Empathy, by Dev Patnaik: . . . . . . . . . . . . . . . . . . . . . .

UX Methods: a Quick Guide to User Experience Research Methods,

https://goo.gl/6xm758

Contextual Design, Second Edition: Design for Life (Interactive Technologies), by Karen Holtzblatt and Hugh Beyer: . . .

Brainstorming Techniques:

Quick Brainstorming Activities for Busy Managers, by Brian Cole Miller: . . . . . . . . . . . . . . . . . . https://goo.gl/zkSWMC

Creative Approaches for Problem Solving: A Framework for Innovation and Change, by Scott Isaksen: . . . . . . . . . . . . . . . . . . . . . . .

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Prototyping: Prototyping for Designers: Developing the Best Digital and Physical Products, by Kathryn McElroy: . . . . . . . . . . . . . . . . . https://goo.gl/CkxdmG

Sketching User Experiences, by Bill Buxton: . . . . . . . . . . . . . . . . . . . . . . . . .

Storytelling: Introduction to Storytelling, by Pixar & Khan Academy: . . . . . . . . . . . . . . .https://goo.gl/0lgS1L

Team:

,by Tom & David Kelley . . . . . . . . . . . . . . . . https://goo.gl/93RZAA

The Five Dysfunctions of a Team: A Leadership Fable . . . . . . . . . . . . . . . . . . . .

Gamestorming: A Playbook for Innovators, Rule Breakers, and Changemakers by D. Gray, S. Brown, J. Macanufo . . . . . . . . https://goo.gl/venihG

These are some additional resources that can help you continue your design thinking journey.

thinking… which will inspire your behavior

and help to change your culture of innovation at work and in your heart.

Go forth and Innovate!

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Other Notes

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Other Notes

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