UI/UX[BCS456C]

Module 2
1. Design Thinking, Ideation and sketching
 Design Thinking
 Design Perspectives
 User Personas
 Ideation
 Sketching
2. Mental Models and Conceptual Designs
 Storyboards
 Design influencing user behavior

Introduction:

In today’s fast-paced world, innovation and problem-solving require a human-centered approach.

Design Thinking, Ideation, and Sketching are essential methodologies that help teams develop
creative, user-focused solutions.

Design Thinking:

Design Thinking is an iterative, human-centered problem-solving process that focuses on

understanding user needs, redefining problems, and creating innovative solutions. It is widely
used in business, product design, UX/UI, and service development to create solutions that are
desirable (user-focused), feasible (technically possible), and viable (business-sustainable).

The 5 Stages of Design Thinking

Developed by Stanford’s d.school and popularized by IDEO, the Design Thinking process
consists of five key stages:

1. Empathize – Understand Users & Their Needs

 Conduct user research through interviews, observations, and surveys.

 Identify pain points, motivations, and behaviors.
 Develop empathy maps to visualize user insights.

2. Define – Frame the Problem

 Synthesize research findings into a clear problem statement (e.g., "How might we
improve online shopping experiences for seniors?").
 Focus on user needs rather than business constraints.
 Use tools like Personas and Customer Journey Maps to define the problem better.

3. Ideate – Generate Creative Solutions

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 Brainstorm multiple solutions without judgment.

 Use ideation techniques such as Mind Mapping, SCAMPER, and Crazy 8s.
 Encourage divergent thinking to explore unconventional ideas.

4. Prototype – Create Tangible Representations

 Develop low-fidelity prototypes (e.g., wireframes, paper sketches, rough models).

 Focus on speed and experimentation rather than perfection.
 Iterate quickly based on early feedback.

5. Test – Gather Feedback & Refine

 Present prototypes to real users for testing.

 Observe interactions and collect feedback.
 Refine the solution based on insights, repeating the process if necessary.

Why Use Design Thinking?

 Encourages user-centric innovation

 Reduces risks by validating ideas early
 Promotes collaboration and cross-functional teamwork
 Drives creative problem-solving

Design Perspectives:

Design perspectives refer to different ways of thinking about and approaching design,
depending on factors such as aesthetics, functionality, user experience, and business goals.

Different design perspectives shape how we approach creativity, problem-solving, and

innovation. Successful design often integrates multiple perspectives to create solutions that are
visually appealing, functional, user-friendly, sustainable, and business-driven.

1. Human-Centered Perspective

This approach prioritizes user needs, behaviors, and experiences. It is the foundation of Design
Thinking, UX/UI design, and product design.

�Key Principles:

 Focus on empathy and understanding users.

 Solve real problems based on user research.
 Create intuitive and accessible designs.

�Example: A mobile app designed with easy navigation for visually impaired users.

2. Aesthetic Perspective
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This focuses on the visual appeal and emotional impact of a design. It is commonly used in
graphic design, branding, and architecture.

�Key Principles:

 Use of color, typography, and composition for visual harmony.

 Emotional and psychological effects of design elements.
 Balance between simplicity and artistic expression.

�Example: A luxury perfume brand using minimalist packaging with elegant typography.

3. Functional Perspective

Design must be practical and effective, ensuring usability and efficiency. This is central to
industrial design, engineering, and UX/UI design.

�Key Principles:

 Focus on user interaction and ergonomics.

 Ensure designs are intuitive and problem-solving.
 Optimize workflows and reduce complexity.

�Example: A smart thermostat that automatically adjusts based on user behavior.

4. Sustainable and Ethical Perspective

This considers environmental and social impact, ensuring responsible and ethical design
choices.

�Key Principles:

 Use eco-friendly materials and energy-efficient solutions.

 Promote inclusivity and ethical design practices.
 Reduce waste through circular design and minimalism.

�Example: A furniture company using recycled wood and non-toxic materials.

5. Business and Strategic Perspective

Design is often aligned with business goals, market demands, and branding strategies.

�Key Principles:

 Drive innovation and competitive advantage.

 Align with brand identity and customer expectations.
 Optimize cost efficiency and scalability.

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� Example: A tech company designing a user-friendly subscription model to increase customer

retention.

User personas(Understanding User Audience)

A User Persona is a semi-fictional representation of an ideal user based on research and real
data. It helps designers, developers, and marketers create products and services tailored to the
needs, behaviors, and pain points of their target audience.

Personas ensure that design decisions are user-centered, improving usability and engagement.

Key Components of a User Persona

A well-defined user persona typically includes:

1. Name & Demographics – A fictional name, age, gender, location, occupation, income
level.
2. Background & Goals – A brief story about their lifestyle, challenges, and what they
want to achieve.
3. Pain Points – Specific frustrations or problems they face.
4. Motivations – What drives them to use a product or service?
5. Technology Usage – Preferred devices, apps, and digital behavior.
6. Personality Traits – Behavioral attributes (e.g., analytical, social, cautious).
7. Quote – A short statement that summarizes their mindset.

Example of a User Persona

�Name: Sarah Thompson

�Age: 32
�Location: New York, USA
�Occupation: Marketing Manager
�Goals:

 Improve productivity at work.

 Find digital tools to streamline team collaboration.
 Balance personal and professional life.

Why Use User Personas?

� Improves User Experience (UX): Helps design intuitive and relevant products.
� Aligns Team Understanding: Ensures all stakeholders focus on real user needs.
� Enhances Marketing Strategies: Helps target the right audience with the right message.
�Reduces Assumptions: Decisions are backed by user research rather than guesswork.

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Ideation(Creative Process of Generating Ideas)

Ideation is the process of generating, developing, and refining ideas to solve a problem
creatively. It is a crucial phase in Design Thinking, where teams explore multiple possibilities
before selecting the best solution. The goal is to think broadly, encourage innovation, and break
free from conventional solutions.

Key Principles of Ideation

�Quantity Over Quality – Generate as many ideas as possible without judgment.

�Divergent Thinking – Explore different perspectives and unconventional solutions.
�Collaborative Effort – Encourage team participation for diverse insights.
�Fail Fast, Iterate Quickly – Test and refine ideas through rapid iterations.

Why is Ideation Important?

� Encourages innovative thinking and creative solutions.

� Reduces the risk of biased decision-making by exploring diverse perspectives.
� Helps teams move beyond obvious solutions to discover breakthrough ideas.
� Provides a structured process to transform abstract ideas into actionable concepts.

Sketching(A visual thinking tool for Design)

Sketching is a quick and effective way to visually express ideas, explore design concepts, and
communicate solutions. It is an essential tool in Design Thinking, Ideation, and Product
Development, helping designers refine ideas before moving into high-fidelity designs.

Unlike detailed drawings, sketches are fast, rough, and flexible, making them ideal for
brainstorming and iteration.

Why Use Sketching in Design?

�Fast & Efficient – Quickly capture ideas without spending too much time.
�Improves Communication – Helps convey ideas visually to team members and stakeholders.
�Encourages Creativity – Allows experimentation with multiple design directions.
�Supports Iteration – Easy to refine and adjust based on feedback.

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Mental Models and Conceptual Designs

A mental model is how users perceive and understand how something works based on their past
experiences, knowledge, and expectations. It influences how they interact with systems,
products, and interfaces.

Conceptual design is the high-level structure of a product or system, defining how it works
before detailed design begins. It focuses on user needs, information flow, and interaction models.

Storyboards(Visualizing user experience)

A storyboard is a visual representation of a user’s journey through a product or service. It is

made up of a series of sketches or illustrations that show how a user interacts with a system over
time. Storyboards help designers understand user experiences, identify pain points, and
refine workflows.

Why Use Storyboards?

� Helps visualize the flow of user interactions
� Identifies gaps, challenges, or inefficiencies in design
� Communicates ideas clearly to stakeholders and teams
� Ensures human-centered design by focusing on user needs

Key Elements of a Storyboard

1. Characters (User Persona) – Who is the user? Their background, goals, and needs.
2. Scenario (Context & Problem) – What is the situation they face? Why do they need the
product or service?
3. Steps (Interaction Sequence) – A series of frames depicting the user’s journey step-by-ste.

4. Emotions & Feedback – User’s feelings, challenges, and responses at different stages.
5. Outcome (Resolution & Impact) – How does the experience end? Does it solve the user’s
problem?

Types of Storyboards in Design

1. UX/UI Storyboards

 Used in product and web design to map out user interactions.

 Example: How a user navigates an e-commerce app from browsing to checkout.

2. Service Design Storyboards

 Shows customer interactions with a service, both online and offline.

 Example: A user booking a hotel online and checking in at the front desk.

3. Product Concept Storyboards

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 Used to visualize how a new product fits into a user’s life.

 Example: A smart home assistant responding to user voice commands.

How to Create a Storyboard?

Step 1: Define the user and their problem.

Step 2: Break down the user journey into key steps.
Step 3: Sketch each step (simple drawings or digital wireframes).
Step 4: Add captions, emotions, and key insights.
Step 5: Share and refine based on feedback.

Design influencing user behavior

Design is a powerful tool that can shape user behavior, guide decision-making, and enhance
user experiences. Whether in UX/UI design, product design, or marketing, thoughtful design
influences how users interact, engage, and respond to a system.

Key Psychological Principles in Design

1. Hick’s Law (Simplifying Choices)

 Concept: The more choices a user has, the longer it takes to decide.
 Design Impact: Reduce decision fatigue by limiting options or using progressive
disclosure.
 Example: Netflix suggests a few personalized recommendations instead of
overwhelming users with thousands of options.

2. Fitts’ Law (Ease of Interaction)

 Concept: The time required to reach a target depends on its size and distance.
 Design Impact: Make key buttons larger and easier to tap, especially on mobile.
 Example: Amazon's "Buy Now" button is big, bold, and easy to click.

3. Zeigarnik Effect (Encouraging Task Completion)

 Concept: People remember unfinished tasks better than completed ones.

 Design Impact: Use progress indicators and reminders to keep users engaged.
 Example: LinkedIn profile completion bar motivates users to fill in missing details.

4. Cognitive Load (Reducing Mental Effort)

 Concept: Users prefer simple, intuitive interfaces that don’t overwhelm their memory.
 Design Impact: Use clean layouts, clear navigation, and familiar patterns.
 Example: Apple’s minimalist design makes complex technology easy to use.

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5. Social Proof (Influencing Decisions)

 Concept: People tend to follow what others are doing.

 Design Impact: Display user reviews, ratings, and testimonials to build trust.
 Example: Amazon shows “Best Seller” tags and customer reviews to influence
purchases.

6. Loss Aversion (Creating Urgency)

 Concept: People fear losing opportunities more than they enjoy gaining benefits.
 Design Impact: Use limited-time offers and countdown timers.
 Example: Booking.com shows “Only 2 rooms left!” to drive urgency.

7. Reciprocity (Encouraging Engagement)

 Concept: When users receive something for free, they feel inclined to return the favor.
 Design Impact: Offer free trials, e-books, or discounts to encourage sign-ups.
 Example: Dropbox gives users free storage for referring friends.

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