DESIGN

THINKING

Design Thinking

Four Pillars

Empathy

Design Thinking

Empathy in Design Thinking is the first step. It is crucial to analyze which problems are arising and empathize with them—observing and engaging with the users to understand their needs while setting aside our assumptions.

Empathize – Understand the Users

​

Goal: Know the users, their needs, and pain points.

​

2. Define – Frame the Problem Clearly

Goal: Convert observations into a precise problem statement.

3. Ideate – Generate Possible Solutions

Goal: Think of multiple innovative solutions (no judging).

4. Prototype – Build a Basic Model

Goal: Create a simple, low-cost version of the solution.

5. Test – Get Feedback & Improve

Goal: Validate solution with users and refine it.

🔁 Design Thinking is Iterative

You may move back and forth between steps until the best solution is achieved.

Collaboration

Design Thinking

Inclusion

Design Thinking

Repeat/Iterate

Design Thinking

Design Thinking

• Empathize with people's needs,
• Collaborate with others across disciplines, skill sets, and perspectives,
• Include every idea in visible form for evaluation, and
• Repeat, iterating and testing solutions to perfect them, always with human needs at the center.

Design Thinking Process

Design Challenge

Design Solution

P r o b l e m

S p a c e

S o l u t i o n

S p a c e

Design Thinking

P r o b l e m

S p a c e

S o l u t i o n

S p a c e

Design Challenge

Design Solution

Design Thinking Branding

Design Thinkers Group Stanford d.school

Ideo

Ideo v2.0

Luma Institute

IBM

FSU Innovation Hub

Empathize | (Re)frame | Ideate | Prototype | Test Empathize | Define | Ideate | Prototype | Test Gather | Generate | Make | Share

Inspiration | Ideation | Implementation Looking | Understanding | Making Observe | Reflect | Make

Empathize | Ideate | Build

Problem Statement

How might we improve the grocery shopping experience in a manner that positively impacts people and the environment?

There are no limits to what you can envision…

• An app to improve the customer experience?
• A mechanism to make entry and egress easier?

Be Creative

• A protocol for improving safety?
• A new feature to enhance customer comfort?

Be Innovative

2019/20 Capstone Problem Statement How can we make the Autonomous Experience

more inclusive and accessible?

What are we looking for?

Ideation

How innovative and creative is the solution?

Safety

Has safe operation been considered in the

design?

Feasibility

How feasible is the solution for implementation?

Customer centric

How well does the solution meet the needs of

the end user?

Expandability

What is the potential for the idea to become a

business?

Design Thinking Tools

The following slides contain the design thinking tools that were presented at the March 21^st Design Thinking Workshop. These tools are intended to help with identifying problems and brainstorming solutions – they do not have to be included in your project proposal.

Design Thinking

BACKGROUND

• Popularized by Tim Brown and David Kelley of IDEO and Stanford’s d School
• Structured creative problem solving process, but enables innovation and positive impact
• Human-centered design process – truly

understand and empathize with user

Empathize

Example Persona - Francine

• Travels to client venues/sites regularly
• Typically has to drive or take an Uber/Lyft
• Unable to continue working during travel (sometimes 60+ mins) due to lack of workspace
• Shared Autonomous Vehicles proposes an opportunity to continue working
• Public transportation and Uber/Lyft does not allow the privacy required
• Very likely to use SAV regularly

39 years old

San Diego Area Married/two kids/Suburban Comfortable with tech Interested in trying different modes

PHOTO

User Journey Mapping

BOBBY THE CYCLIST’S JOURNEY

STEP

DOES

​

THINK

​

FEEL

Empathize

Empathize

Problem Space

Empathize

Problem Space

How Might We

• Come up with ‘How Might We…” statements to address the pain points and areas of opportunity that you’ve identified.

​

• Cluster the HMWs into themes

Define

Individual Ideation: Rapid Fire

• On a piece of cardstock, sketch 8 different ideas to address your HMW statement. (1 min per idea)
• If you get stuck, try applying some constraints.

Ideation

Individual Ideation: Brain Writing

• Each person has 3 minutes to jot down ideas about sources for vehicle heading that currently exist
• After the 3 minutes is up, pass your paper to the person to your right
• That person has 3 minutes to add their own ideas and flesh out ones already on the page
• Repeat this process until everyone gets their original paper back

Ideation

Group Ideation: Speed Mind Mapping

• Write your opportunity in the middle of

the page

• Use 3 levels of brainstorming to come up with new ideas
• Level 1 – preliminary ideas – 1 minute
• Level 2 – expand on ideas – 3 minutes
• Level 3 – add some details – 3 minutes
• To refine ideas, ask yourself “how” or

“what would this look like”

• It’s ok if you don’t do all 3 levels for each branch!

​

​

​

​

​

Level 1

​

​

​

​

​

​

​

​

​

​

Level 2

​

​

​

​

​

​

​

​

​

​

​

​

​

​

​

​

Level 3

Ideation

Group Ideation: Reverse Thinking

• List the WORST possible ways that you ensure heading integrity
• Examine how you could reverse these bad ideas to create the best possible solutions

Ideation

Group Ideation: Industry Swap

What it’s good for:

• Brainstorming new ideas as a group How it works:
• Create the template (shown on the left) on a

whiteboard or large chart paper

• Choose a company (not in the automotive industry) that is known for having high customer satisfaction
• Apple, Starbucks, IKEA, and Amazon are

good ones!

• Brainstorm ways that another company would tackle your problem
• Think of how similar solutions could be

applied for GM

Ideation

Ideation: Group Brainstorming

How can the AV experience be customized?

​

• Gather around a whiteboard with stickies and sharpies
• Present some ideas that have been proposed
• As a team build on the ideas in the form of “Yes and . . .”
• Do not use “No and But”

Ideation

Lean Canvas

Project Name

02/01/2026

Iteration #x

Cost Structure

Customer Acquisition costs Distribution costs

Hosting

People, etc.

Revenue Streams

Revenue Model Life Time Value Revenue

Gross Margin

Problem

Top 3 problems

Solution

Top 3 features

Key Metrics Key activities you measure

Unique Value Proposition Single, clear, compelling message

that states why you are different and worth paying attention

Unfair Advantage Can’t be easily copied or bought

Channels

Path to customers

Customer Segments Target customers

PRODUCT

MARKET