Design Thinking: The Five Processes — The Define Stage
I have previously talked about the subject of design thinking, the mechanism by which it works, and the steps followed by it.
In this section, I will talk about the Second step of Design Thinking (Tge Define).
In design thinking, we refine and clarify our understanding of the user’s needs in the Define stage. It’s crucial in the five-stage process because it ensures we’re solving the right problem. Let’s walk through it with a coffee shop example and a coffee shop app to see how this stage shapes our understanding and approach.
What is the Define Stage?
The Define stage moves us from empathy into clarity. This is when we take all the information gathered in the Empathize stage and identify the true needs or problems we should address. By defining a clear problem, we make sure we’re focusing on something actionable and valuable to users.
Coffee Shop Example: Improving the In-Shop Experience
Imagine you’re designing for a local coffee shop, and after gathering feedback, you discover people love the coffee but often feel uncomfortable with the noise or limited seating.
Steps in the Define Process for the Coffee Shop
From empathy interviews, you gather insights like:
“I love the coffee, but it’s hard to concentrate.”
2. Identify Themes:
You notice a pattern — many customers feel uncomfortable due to noise and limited seating.
3. Formulate the Problem Statement:
Based on the gathered insights, you write a problem statement:
“Our customers need a more comfortable and quieter environment in the coffee shop where they can work or socialize without feeling crowded.”
This statement makes it clear that any design solutions should focus on creating a comfortable and relaxed environment.
4. Reflect on Impact:
A quieter, more comfortable space would attract more customers who wish to stay longer, potentially increasing sales and loyalty.
With this defined problem, you might brainstorm ways to improve layout, seating options, and noise management.
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Digital Example: Defining a Better Experience for a Coffee Shop App
Now, let’s say we’re designing a coffee shop app that lets customers order drinks, reserve seats, or view promotions. We conduct user research and gather insights about their experience with current coffee shop apps.
“It takes too long to place a simple coffee order on the app.”
2. Theme Identification:
A recurring theme is that users want a faster, easier ordering experience and real-time seating info.
3. Crafting the Problem Statement: Based on these insights, we create a problem statement for the coffee shop app:
“Customers need a simple and quick way to order coffee and check seating availability without navigating through a cluttered interface.”
4. Reflect on Impact:
If we simplify the app’s interface and add a seating availability feature, users will have a better experience, potentially leading to higher app usage and more sales.
With this problem clearly defined, the design team can now focus on creating a streamlined, user-friendly interface with features like favorites for quick re-ordering, seat availability, and intuitive navigation.
Why the Define Stage Matters
The Define stage keeps us from designing based on assumptions. It lets us understand user needs and frame a clear, user-centered problem. Whether in a coffee shop’s physical space or a digital app, defining the problem with insights sets us up to create valuable, effective solutions.
Wrapping Up
In both the physical coffee shop and a digital app for ordering, the Define stage helps us focus on meaningful solutions. A well-defined problem leads to ideas that are both creative and directly aligned with the needs of the people who use them.
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