DESIGN THINKING

VS

COFFEE

Assist. Prof. Dr. Piyachat Jittam

Assist. Prof. Dr. Watcharee Ketpichainarong

Assist. Prof. Dr. Namkang Sriwattanarothai

Lect. Dr. Patcharapan Siriwat

DESIGN THINKING

“a design methodology that provides a

solution-based approach to solving problems,

extremely useful in tackling complex problems

that are ill-defined or unknown, by understanding

the human needs involved, by re-framing the

problem in human-centric ways, by creating many

ideas in brainstorming sessions, and by adopting a hands-on approach in prototyping and testing”

https://www.interaction-design.org/literature/article/5-stages-in-the-design-thinking-process

https://dschool.stanford.edu/executive-education/dbootcamp

https://dschool.stanford.edu/executive-education/dbootcamp

“

“the first step in design thinking because it is a skill that

allows us to understand and share the same feelings that

others feel. Through empathy, we are able to put ourselves

in other people's shoes and connect with how they might

be feeling about their problem, circumstance, or situation”

EMPATHY

https://www.edutopia.org/blog/teaching-empathy-through-design-thinking-rusul-alrubail

Empathy Map

https://publicpolicyinnovators.wordpress.com/portfolio/empathy-map/

• Get inside customer s’ thoughts and feelings which

help gaining what customers wants and needs

• Gather information through interview, observation

(body language, gesture), immersion and listening

• The map helps us visualize the information and create

value propositions

EMPATHY MAP

https://www.ashtonmcgill.com/business-model-canvas-series-introducing-empathy-map/

https://www.cleverism.com/customer-profiling-using-empathy-map/

https://healthyworkforceinstitute.com/blog/3-types-of-empathy-

necessary-for-effective-leadership

VALUE PROPOSITION

• A reason given by a seller for buying their particular

product or service, based on the value it offers customers

• Benefit(s) that the customers receive if they buy

the product

• Gain and Pain must be identified in order to create value

proposition

https://dictionary.cambridge.org/dictionary/english/value-proposition

https://expertprogrammanagement.com/2011/02/value-proposition-definition/

https://www.123rf.com

https://dschool.stanford.edu/executive-education/dbootcamp

https://www.strategyzer.com/canvas/value-proposition-canvas

https://dschool.stanford.edu/executive-education/dbootcamp

IDENTIFY ….

PAIN

• Annoy

• Trouble

• Fear

• Frustrate etc.

GAIN

• Happy

• Satisfy

• Want

• Need etc.

AND DESIGN A PROTOTYPE

ACTIVITY

DO

• Pain – Gain Analysis of

Instant Coffee

GROUP

• 6 people

IDEATE

• Your prototype that

(possibly) fit with the

customers’ need

ACTIVITY

SHARE

• Your ideas and

prototype

https://dschool.stanford.edu/executive-education/dbootcamp

DESIGN THINKING AND TEACHING

EMPATHY Understand students’ entity, thoughts, feelings and

circumstances

DEFINE Recognize problems (or goal) and identify the most

important one

IDEATE Think of ideas or solutions to solve the problems and

select one

PROTOTYPE Produce a draft of protocol (or tool)

TEST Test the protocol (or tool)

ASSESS Gain feedbacks and re-design

• Focus on learning of individual

•Develop the 21st century skills (critical thinking, problem

solving, creativity and collaboration)

• Learning to learn (curiosity, motivation, reflection and

patience)

DESIGN THINKING IN

CLASSROOM

https://study.com/blog/5-ways-to-use-design-thinking-in-your-classroom.htmlhttps://medium.com/swlh/how-design-thinking-can-benefit-education-2bba35450771

DESIGN THINKING

ENTREPRENEURSHIP

WHAT IS

ENTREPRENEURSHIP?

“The pursuit of opportunity beyond

resources controlled”

Stevenson, H. (1990)https://www.enjoyitaly.org/courses/self-entrepreneurship/

DESIGN THINKING

INNOVATION

ENTREPRENEURSHIP

Design thinking is an approach that can be utilized for develop

entrepreneurial skills in young people

• Cognitive-related entrepreneurial skills including opportunity

identification, assessing business ideas and value creation

• Non-cognitive entrepreneurial skills including collaboration,

creativity, self-reliance, motivation and perseverance

THESE SKILLS ARE ESSENTAIL FOR “LIFE-LONG LEARNING”

https://www.aspeninstitute.org/blog-posts/schools-teach-entrepreneurship/https://www.tandfonline.com/doi/pdf/10.1080/14606925.2017.1353022

THANKS

For more information: Patcharapan.sir@mahidol.edu