Innovative Design Thinking (Human Resource)
desiiree73
2.1NeedsMiningJourneyMapping_Hout.pdf
HR Innovation
Through
Design Thinking
Ethnographic
Research
Design Thinking
Identify
Persona’s Key
User Needs
Brainstorming
Get Feedback
Showcase
your great
idea
Craft “Need”
Questions
Wiork out the
ideas
User journey
How might
we help Mrs Foo lead
a healthier lifestyle with
her family?
IDENTIFYING
USER’S NEEDS
User Needs are...
…necessities of a person that arise from the circumstances of a
situation, or lack of something which is seen as necessary.
Can you identify the
Key User Needs?
Identifying the
Unmet Needs
Select 2 of
your most
interesting
interviews
Step 1
Discuss user
interviews
Step 2
Capture
important quotes
Step 4
Identify unmet
user needs
Step 3
Gather quotes &
form conclusions
In pairs
In pairs
In your
team
In your
team
Discuss your user interview
stories in first person.
Listen and put yourself in their
shoes.
Step 1 Discuss user
interviews
In pairs
Write 1 quote on 1 post-it.
Take turns to read out quotes from
transcripts.
In pairs
Step 2 Capture
important
quotes
Cluster similar quotes and form
your conclusion for each cluster.
In your
team
Step 3 Gather quotes
& form
conclusion
Conclusion 1
Identify key user needs from each
conclusion.
In your
team
Step 4 Identify unmet
user needs
Conclusion
Need
1
2
Synthesis
What is the
underlying
unmet
need?
Flexibility in selection
of class timings
Example:
Improving
Student Learning
Experience
Students do not enjoy
morning classes Conclusion
I dread 8am
classes
I feel so sleepy during
morning classes
It’s tough
to wake
up in
time for
8am
classes
It’s frustrating, squeezing with everyone else on the MRT
I am a night owl
Step 4 Identify unmet
user needs
In your
team
Submit this step of the process in your CA1
“I want to top the
class because I want
my parents to be
proud of me.”
“I find it hard to
manage my
time well.”
Can you identify the good & bad quotes?
“I want to top
the class.”
“I do not have
enough time
to study.”
“I want to top the
class because I
want my parents to
be proud of me.”
“I find it hard to
manage my
time well.”
GOODBAD
Does not help
us understand
why
Provided
reasons
1 hour
Step 1
Discuss user
interviews
Step 2
Capture
important
quotes
Step 4
Identify unmet
user needs
Step 3
Gather quotes &
form conclusions
In
pairs
In
pairs
In
your
team
In
your
team
Let’s do
this!
How to
Craft Personas
A Persona is...
...fictitious character that is synthesised from
data collected.
How to Develop
a Persona
Synthesize insights gathered
during clustering.
Use data relating to behaviour
patterns, goals, skills,
attitudes, pain points, etc.
Add some fictional personal
details such as a name to
bring
the persona to life.
How to Develop
a Persona
Personas work because they
tell stories.
Stories are part of every
community. Stories spark
imagination as you explore new
ideas. They can ignite action.
How to Develop
a Persona
Bring your Persona to life with
details:
- Differentiate the persona
from others
- List pain points and
unmet needs
- Get to know the persona
(reveal choices, lifestyle or
activities)
Name: ...
Age: ...
Role: ...
4 Brief Profile
PERSONA
NAME
1
Insert a photo
of your persona
2
Insert a life motto
or quote that
characterises your
persona in one or
two sentences..
3
“
”
LIKES
Distill and list 2-5
likes
DISLIKES
GOALS &
MOTIVATIONS
KEY UNMET
NEEDS
Identify your top
unmet needs
Support each need
with a quote and the
context in which the
quote is being said
Distill and list 2-5
dislikes
Distill and list 2-5
goals and/or
motivations
5
4 Components
Name: Foo Ching Yee
Age: 39
Role: Housewife
FAMILY-CENTRIC
MRS FOO
My life is about my family.
I do my part to save the
Earth for my children and
to educate them.
LIKES
Spending quality time
with her family
Cooking, baking,
watching Korean dramas
Having convenient
amenities
GOALS
Balance personal health
& interests while fulfilling
responsibilities to
parents and children
Family harmony &
happiness
Focused on children’s
interests, safety & well-
being
Desire to inculcate good
attitude & habits in
children
“
” Having little time for her
own personal interests
DISLIKES
MOTIVATIONS
KEY UNMET NEEDS
I need to be a responsible person who inculcates good habits
in my children.
“What motivates me to recycle is that I want to inculcate my
children with good values.”
Context: Recycling
I need to be lead a healthier lifestyle to ensure that my children
look after themselves and stay healthy.
“I’m happy as long as my family is healthy and happy. My little one
has asthma and that makes me upset and frustrated. So I would
spend time with my family every weekends to exercise and have
nutritious and balanced diet.”
Context: Family’s Health
FAMILY-CENTRIC
MRS FOO
My life is about my family.
I do my part to save the
Earth for my children and
to educate them.
“
”
Name: Foo Ching Yee
Age: 39
Role: Housewife
Journey Experience
Map
Journey Experience Map is...
...also known as touch-points or
“moments of truth” map.
It visually illustrates users’ processes
and perceptions throughout their
relationships with the organisation /
product / service.
It identifies opportunities to enhance a
user experience.
Meet
Sensible Sam!
For example...
Integrating Your
Persona to Your
Innovation
Personas work because they tell
stories.
Stories are part of every
community. Stories spark
imagination as you explore new
ideas. They can ignite action.
This is the typical
journey experience of
Sensible Sam.
Positive
experience/
Gain
Negative
experience/
Pain
Taking care of Grandma
together with sibling and
keeping her accompany
Language barrier
prevents him from
sharing the common
entertainment
with Grandma
Stay positive to keep
encouraging Grandma
who can be negative
about her conditions
At times, due to language
barrier, Sam is unable to
communicate with
Grandma to understand
her conditions
Overloaded with
information and
unsure of what to
read up on Google
to help alleviate
Grandma’s
condition
Unable to cope
when it comes to
carrying Grandma
and risk hurting
her
Journey experience
before your innovation
Map the insights into the journey
Extract the insights from Personas and POEMS
Shoppers want
convenience: Basket is too
heavy to carry
around. Just
leave it along the
corridor
Shoppers want
the best
products, with the
mentality of best/
freshest is always
hidden below: Keep digging the
bottom for the
freshest fruits
No expert
knowledge
in
identifying
the
freshest
productsPrefer to
deliver
heavy
goods to
save her
effort
Map the insights gathered from Personas and POEMS into the journey
based on the touch points
Before
Arrival
At the
entrance of
Supermarket
At the Fresh
Food section
At the Deli Navigating
within the
supermarket
Cashier ........
Cluster the similar points together. Give the group a heading!
Before
Arrival
At the
entrance of
Supermarket
At the Fresh
Food section
At the Deli Navigating
within the
supermarket
Cashier ........
Rank it based on the emotions of the user.
Before
Arrival
At the
entrance of
Supermarket
At the Fresh
Food section
At the Deli Navigating
within the
supermarket
Cashier ........
Positive
experience/
Gain
Negative
experience/
Pain
Draw the line
Before
Arrival
At the
entrance of
Supermarket
At the Fresh
Food section
At the Deli Navigating
within the
supermarket
Cashier ........
Positive
experience/
Gain
Negative
experience/
Pain
Identify 2-3 opportunity areas for change!
Before
Arrival
At the
entrance of
Supermarket
At the Fresh
Food section
At the Deli Navigating
within the
supermarket
Cashier ........
Positive
experience/
Gain
Negative
experience/
Pain
Opportunity
for change!
By next week...
Compile your persona and current user journey,
with their pain-points and needs identified
What are your takeaways?
Let’s share your
findings through
Gallery Walk!
