Author: Thomas West, MBB

Mind Mapping Mind mapping is a structured brainstorming technique that allows an individual or a team to organize their ideas around a central theme. The mind map tool serves as a visual way for teams to show the association between the core theme, major ideas (connected...

Brainstorming The use of Brainstorming helps the team generate a list of ideas through open participation. During the session, the team focuses on volume, while suspending judgment. Whether used as a problem-solving tool or tool to generate a list of innovative improvement ideas, brainstorming uses the...

Customer WINS Matrix The WINS Matrix is helpful when comparing the needs of multiple customer personas. The acronym WINS stands for the various correlations that might exist between a potential solution and the customers who would benefit from the idea. In short, WINS stands for Weak,...

Customer Radar The Customer Radar method is used by Design teams to establish priorities and rank their ideas. Understanding what is one the customer's radar is a brainstorming exercise used by designers to understand what is important to the customer they are designing for. The Customer's...

Extreme Users Designing a solution that will work requires considering the average user's expectations and the expectations of the outliers, or extreme users. An extreme user is someone that sets on either end of the spectrum of end-users. Gathering information on extreme users usually happens during...

Customer Persona A customer or user persona is a archetype or semi-fictitious character created from the Design team's ethnographic research. The persona represents a specific customer or customer groups needs. Designers usually create a persona to help guide the creation of products or services with a...

Empathy Mapping An Empathy map is a collaborative tool that is used by project teams to unpack customer interviews to synthesize information from their conversations and observations. The Empathy mapping tool helps teams gain deeper insights into what the customer was thinking and feeling. The empathy mapping...

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Interviewing for Empathy   Hosting customer interviews (or conducting ethnographic research) is a critical step in the Design Thinking process. Through these exploratory interviews the Design team is able to gain a deeper understanding of the customer's spoken and unspoken needs. Deep dive interviews provide a...

Design Challenge Statement Create a challenge that inspires the team Share on facebook Share Share on twitter Tweet Share on linkedin Post Framing the problem as a Design challenge helps the team orient themselves to the issue at hand. This step in the Design process is all about turning problems into opportunities. Framing...