Course Title

Applied Design
Thinking (UX web
design)
MODULE-1 INTRODUCTION TO
APPLIED DESIGN THINKING

Presented by-:
Parinita Acharya
 Plan For Today
• What is Design Thinking ?
• What is Design Thinking for Web ?
• How Design thinking and Design
Thinking for UX are different .
• Importance of Web UX Design
Thinking.
• UI Design Vs UX Design.
• Define the user, end user, and user
experience.
• Design tools and their advantages.
• 2 Key frameworks in UX design.
• Get to know platforms and designs of
them.
Significant Value of this course-:

• Critical Thinking and Analysis.

• Problem-Solving and Innovation.
• Develop human-cantered
business strategies.
• Problem-Solving and Innovation.
• Communication and
Collaboration.
• Boosts marketability.
• UX design is a growing field.
 Design thinking is a non-linear,
iterative process that teams use to
What is Design understand users, challenge

Thinking ? assumptions, redefine problems

and create innovative solutions to
prototype and test.
What is Web UX Design thinking ?

Web UX design thinking combines two powerful

concepts:
1. User Experience (UX) Design: This focuses on
creating websites and web applications that are usable,
enjoyable, and efficient for their target users. It considers
everything from information architecture and navigation
to interaction design and visual design.
2. Design Thinking: This is an iterative problem-solving
methodology that emphasizes user empathy, innovation,
rapid prototyping and test.
How Design thinking and Design Thinking for UX are different .

Key differences Design Thinking Design Thinking for UX

Scope Can be used for business Specifically focused on designing and

strategy, product development, service improving user experiences for digital
innovation, etc. products and interfaces.
Goals Finding innovative solutions to Creating usable, enjoyable, and efficient
complex problems, even if they're not user experiences for specific web
fully defined at the outset. applications or websites.
Process More flexible and adaptable, with Often relies on established UX
the five stages(Empathize, Define, Ideat methodologies like user research, user
e, Prototype, Test) serving as a general testing, and usability evaluations within
framework. the design thinking framework.

Output Can lead to various outcomes depending Primarily focused on developing usable
on the problem, such and accessible user interfaces and
as new business models, products, servi interactions for websites and apps.
ces, or processes.
Jobs in the field of UX Design Thinking

What Background Requires What are the Job responsibility as Entry

Level UX Designers
• Marketers • User Research
• Artists • Wireframing
• Small Business Owners
• Prototyping
• Cashiers
• Creating Information architecture
• Teachers
• Communicating effectively
In short anybody can be a UX designer
How web UX design
thinking is important?

When a business choose

one project from others
these three factors affects
the decision making.
When You Talk About UX
Design
who are the users and
who are the end users?

User-: Any person who uses the product.

End Users-: The specific audience a UX
designer creates something for to meet
their requirements and needs
5 core UX design principles for a great user experience
1) Hierarchy guides experience-:Website structure is a key UX design principle. That’s why ux
wireframing always comes in handy.
Two important types of hierarchy -: a) Information Hierarchy
b) Visual Hierarchy
2) Keep it simple-: Simple design means ease of interaction and a reduced cognitive effort for users.

3)Think about the user first-:Usability is tied to understanding users’ pain points and preferences and
designing in a way that addresses these as immediately as possible

4) Choose the right typography-:Typography can make or break a whole UX design. When implemented well,
it enhances usability, guides attention, and impacts conversion rate.

5) Don't forget about usability testing-: Launching a website or application without usability testing is like
trying to hit a piñata blindfolded - it’s not impossible but it’s less likely to succeed.
Goal of good
UX Experience
• Is the product easy to use?
• Is the product equitable ?
• Does the product delight the
user?
• Does it solve user's problem?
These are the questions a UX
designer constantly asking
themselves to create a great "user
experience".
 THE USER CENTRIC DESIGN

WHY??
Because the user buys and uses the product. It's also important to solve the problems which people
experience rather than only solve the problems of personal experience.
Working on real user problem will help to reduce the amount of designer bias.
UX Design Thinking Tools
and their Advantages
Design thinking tools include the
software, methods, techniques, and
processes used to facilitate the
design thinking approach, a human-
centred problem-solving method that
puts the user's needs and experiences
at the forefront of the design
process.
Advantages-:
• Tools allow designers to
prototype ideas and iterate on
them.
• Tools make easier for
designers to test prototypes.
• Design tools make it possible for
multiple teams to work on same
product.
 Types of
Tools

includes roadmapping, It includes pre-built It includes analytics, It includes

resource management, project management dashboards, data workflow
task templates, audio and import, external management, UI
scheduling/tracking, live chat, stamp and integrations, & UX design,
notifications, Gantt emoji reacts, external notifications, customer automations,
charts, prioritization, collaborator access, management, ideas
calendar management, calendar and timeline scheduling, net management, and
data visualizations, and widgets, bitmoji promoter score, and product
data import/export. avatars, music player, calendar management. management.
and mobile app.
 Two Important Key Frameworks

Five Elements of UX designs -:Steps a Design Thinking Framework-: A way to

designer takes to turn an idea into a working create solutions that addresses a real user's
product. problem and are functional and affordable.
• STRATEGY • EMPATHY
• SCOPE • DEFINE
• STRUCTURE • IDEATE
• SKELETON • PROTOTYPE
• TEST
Five Elements
of UX designs
"Jesse James Garrett's Five Planes
of User Experience". This model
breaks down UX design into five
layers, progressively leading from
abstract (strategy) to concrete
(surface). It is a foundational
framework that helps designers
understand and manage the
complexity of creating a holistic user
experience.
 1. Strategy: Think of it as the "why" behind your design. Who are you
Explanation-: designing for? What problems are you solving? What are your business
goals?

2. Scope: Decide what features and content are essential to achieve your
goals while staying within budget and resources. Choose wisely!

3. Structure: Organize your content and features in a logical flow that's

easy for users to navigate. Imagine a well-labelled map guiding them to
their destination.

4. Skeleton: Define the under-the-hood layout – where buttons, menus,

and information are placed. This is like creating a blueprint for user
interaction.

5. Surface: Dress up your design with an appealing and user-friendly

visual style. Colors, fonts, images, and overall aesthetics should work
together seamlessly.
 Netflix's redesign
launched in November
2023:-

Business goal: Increase user engagement and watch time.

1. Strategy:
User needs: Discover content easily, personalize recommendations, have a seamless viewing experience.

Focus on key features: Personalized recommendations, curated lists, improved search functionality, easier content discovery.
2. Scope:
Prioritize based on user research: Address user pain points with discoverability and content overload.

Information architecture: Organize content by genre, mood, trending topics, personalized suggestions.
3. Structure:
Interaction design: Streamline navigation, intuitive user flows, focus on browsing and searching.

Wireframes and prototypes: Define layout, placement of elements, user interactions on different devices.
4. Skeleton:
Emphasis on visual hierarchy: Clear differentiation between content, navigation, and search elements.

Visual design: Modern, clean interface, consistent branding, personalized colour palettes.
5. Surface:
Micro interactions: Subtle animations, feedback indicators, to enhance user experience.

Initial reports suggest increased user engagement and positive feedback on the redesigned interface.
Impact:
Netflix continues to iterate and refine the design based on user data and feedback.
 Design thinking is an iterative, user-centered
approach to problem-solving that helps you
Design Thinking
create solutions that are both desirable and
Framework feasible. It's a valuable tool for businesses of all
sizes and across various industries.
 Empathize: Conduct research to understand your users'
needs, motivations, and pain points. Use techniques like
interviews, observations, and surveys.

Define: Based on your empathy research, define the core

problem you're trying to solve from the user's perspective.

Ideate: Challenge assumptions and generate a wide range of

Explaination creative solutions to the defined problem. Brainstorm freely
and encourage out-of-the-box thinking.

Prototype: Create low-fidelity models or prototypes of your

solution ideas to test and gather feedback from users. This
helps refine your concepts quickly and cheaply.

Test: Evaluate your prototypes with real users to see how

they react and what works well. Use their feedback to
improve your solution and iterate on your ideas.
Design thinking framework v/s Five Planes of User
Experience
Difference Design thinking framework Five Planes of User Experience

Focus A problem-solving A UX design framework specifically

framework applicable to various for planning and building digital
challenges, not just UX products.

Scope Design Thinking is broader, Five Planes are specifically for UX

applying to various challenges design.

Methodology Design Thinking is a flexible Five Planes offer a structured approach

process
Output Design Thinking can lead to diverse Five Planes guide the creation of user
solutions interfaces.
Platforms-:

The medium that user experience your product Note-:From platforms we should choose
on such as which are more user needs as well keep
• Desktop the brand value of the platform.
• Mobile web
• Mobile app
• Tablets
• Wearables
• TVs
• Smart Displays and so on...
User Engagement on platforms

There are some attributes,

helps UX Designer to choose
platforms-:
• User needs and context
• Technical considerations
• Platform strengths
• Competition and market
trends
CASE STUDY-:

Imagine you're a team of UX consultants hired by a popular grocery

delivery app facing declining user engagement and negative reviews.
Their app is clunky, difficult to navigate, and lacks features users
expect from competitors. Your task is to apply design thinking to
identify key issues and propose solutions.
Phase 1: Empathize
• Who are the primary users of the grocery delivery app? What are their demographics, shopping
habits, and expectations?

Phase 2: Define
Based on your personas, what are the main pain points hindering user engagement and satisfaction?

Phase 3: Ideate
• How can the app be improved to address the chosen pain points and increase user engagement?

Phase 4: Prototype
• How can we communicate our chosen solutions without building a full app?

Phase 5: Test
• Would users intuitively understand and benefit from your proposed solutions?
END OF
MODULE 1