Programme 6
Design Thinking
Start with people, not solutions. Test small and early.
The five stages
Iterative, not a straight line
Based on the widely used five-stage model from the Hasso Plattner Institute of Design at Stanford. Teams loop back as they learn.
| Stage | What happens | Typical tools |
|---|---|---|
| Empathise | Understand users through observation, interviews and immersion. | User interviews; observation; empathy map |
| Define | Frame the core problem from the user’s point of view. | Personas; journey maps; point-of-view statement; “How might we…?” |
| Ideate | Question assumptions and generate many possible solutions. | Brainstorming; brainwriting; reverse brainstorming |
| Prototype | Build quick, cheap versions of the best ideas. | Sketches; storyboards; mock-ups; role-play |
| Test | Try prototypes with users and learn what works. | User testing; feedback grids; iterate |
Link to OPI
Analytical and creative together
OPI is analytical: it finds and sizes the problem. Design Thinking is creative: it helps generate and test solutions, especially when the root cause is about how people experience a service or process.
Formats
Typical options
- 1-day introduction with a hands-on design challenge.
- 2- to 3-day design sprint on a real challenge.
Using AI in Design Thinking
More ideas, faster prototypes
| Where AI helps | How | Human check |
|---|---|---|
| Empathise | Summarise interview transcripts, survey comments and complaints into themes and draft personas. | Teams still meet real users. |
| Define and ideate | Generate “How might we…?” questions and many first ideas to build on. | The team chooses which ideas to pursue. |
| Prototype | Create mock-ups, screens, storyboards and scripts quickly. | Prototypes are tested with real users. |
| Test | Analyse test feedback and suggest the next iteration. | Decisions are made by the team. |
Example
Passengers during an outage
IllustrativeDuring escalator outages, station passengers complain about not knowing what is happening. A design sprint with frontline staff and passengers produces and tests three prototypes. Clear outage signage with an estimated return time and a lift-access route cuts complaints.
Talk to us about your performance gap
Email our consulting advisor at advisor@oscarinitiatives.com or call +60 16 323 7799.