The document outlines the design thinking process which includes 6 key stages: empathize, define, ideate, prototype, test, and iterate. In the empathize stage, researchers identify customer problems by understanding experiences, needs, and feelings. In the define stage, insights are synthesized and the core problem is articulated. The ideate stage focuses on generating alternative solutions. Prototyping turns ideas into tangible solutions to test. Testing involves getting customer feedback. The process iterates as new insights and ideas emerge.

1. A.1 Understand
Get information on
customer’s experience
A.2 Dg Deeper
Gain empathy, interesting
facts, and emotions
A. Identify the problem
what customer does, thinks, and feels
B. Reframe the problem
synthesis of needs and insights
EMPATHIZE
Insights into
customer’s
experience
B.1 Synthesize
Customer’s need – what do
they want to accomplish?
B.2 Prioritize
Insights about what is
Important (mind the PPG)
Customer Job-to-Be-Done Discovery
DEFINE
Understand the
problem that the
customer is
trying to solve
C. Articulate the problem statement
what is required, what is possible
C.1 Point of View
Solution requirements for
customer’s problem
C.2 Discovery
What could best address
these requirements?
D.1 Sketches
Radically different ways
to address the problem
D.2 Sketches Feedback
Test the sketches of
alternative solutions
D.3 Solution Concept
Prepare the best solution
sketch for prototyping
D. Generate alternatives
new solutions for the problem
IDEATE
Ideas on solving
The problem
TEST A
Internal feedback
on alternatives
sketches
E. Build the solution
move from concept to solution
E.1 Solution Prototype
The tangible attributes of
the solution prototype
PROTOTYPE
Ideas turned into
possible solution
for the problem
TEST B
Customer feedback
on solution
F.1 Feedback #1
Customer positive feedback
(what works)
F.2 Feedback #2
Customer negative feedback
(what needs to be improved)
F. Test the solution
customer feedback on the solution
F.3 Feedback #3
Customer questions
about the solution
F.4 Feedback #4
Customer new ideas
about the solution
Stanford d.school / IDEO
Design Thinking workflow

2. C.1 Functionality
Information on product /
service functionality
C.3 Dig Deeper
Gain empathy, interesting
facts, and emotions
C. Identify the problem
what customer does, thinks, and feels
D. Reframe the problem
synthesis of needs and insights
EMPATHIZE
Insights into
customer’s
experience
D.1 Synthesize
Customer’s need – what do
they want to accomplish?
D.2 Prioritize
Insights about what is
Important (mind the PPG)
JTBD Market Definition
DEFINE
Understand the
problem that the
customer is
trying to solve
E. Articulate the JTBD statement
what is required, what is possible
E.1 Point of View
Solution requirements for
customer’s problem
E.2 Discovery
What could best address
these requirements?
F.1 Sketches
Radically different ways
to address the problem
F.2 Sketches Feedback
Test the sketches of
alternative solutions
F.3 Solution Concept
Prepare the best solution
sketch for prototyping
F. Generate alternatives
new solutions for the problem
IDEATE
Ideas on solving
the problem
TEST A
Internal feedback
on alternatives
sketches
G. Build the solution
move from concept to solution
G.1 Solution Prototype
The tangible attributes of
the solution prototype
PROTOTYPE
Ideas turned into
possible solution
for the problem
TEST B
Customer feedback
on solution
H.1 Feedback #1
Customer positive feedback
(what works)
H.2 Feedback #2
Customer negative feedback
(what needs to be improved)
H. Test the solution
customer feedback on the solution
H.3 Feedback #3
Customer questions
about the solution
H.4 Feedback #4
Customer new ideas
about the solution
A. Define the market
product/service category targeted
B. Identify the customer
Who is using these products?
A.1 Traditional Market
Which product or service
category do we focus on?
B.1 Customers
Who is using that
product or service?
B.2 Customer Category
Classification of the
customer type
D.3 Job Executor
Customer actions when
using the product / service
IDENTIFY
Who is
the customer?
D.3 Complementary
Any complementary
products / services used?
C.2 Experience
Information on user’s
experience
Solution Design
Playing to Win + Job-to-be-Done
Market Definition + Design Thinking
Value Proposition
Required Capabilities
and Systems
Where-to-Play
Strategic Choices
How-to-Win
Strategic Choices
Strategic
Gaps
Winning
Aspirations
Strategy
Execution
1
1
1
2
2