Deck 6: Using Design Thinking

Question 1

Desirability in design thinking refers to which of the following concepts?

A)your ability to make the product appealing to the target market
B)People are looking for your product or service.
C)It gives people what they need.
D)The idea is viable.

Answer 1

C

Question 2

The starting point of design thinking is which of the following?

A)asking if the idea will make money
B)Can it be done?
C)What do people need?
D)How can this product or service be improved?

Answer 2

C

Question 3

In the case study, Haupt and Alstin began their design process by doing which of the following?

A)designing an unusual safety helmet
B)by finding out why the conventional product was not used
C)by improving a currently existing helmet
D)by studying current trends in the safety industry

Answer 3

B

Question 4

What was the method that Haupt and Alstin used to gather information about adults' current attitudes toward helmets?

A)one-on-one interviews
B)anonymous questionnaires
C)overhearing customers talk about the product
D)monitoring social media websites

Question 5

Design thinking uses this term to refer to human emotions and desires.

A)emotivity
B)initiating desires
C)needs
D)stimuli

Question 6

What was the benefit of IDEO's solution as implemented at Kaiser Hospital?

A)All of the requested changes were implemented in a timely manner.
B)Time was reduced and errors eliminated.
C)The solution was holistic, benefiting everyone involved.
D)The solution addressed the needs of the nurses and the hospital.

Question 7

When the CEO of IDEO, Tim Brown, says "How Might We?" what is the significance of might?

A)Might assumes an attitude of power.
B)Might invites people to suggests ideas without wondering if they will work.
C)Might assumes that all answers are workable.
D)Might assumes some editing of ideas.

Question 8

Why is Society for Grownups a success?

A)It supports the trend in the under-40 group who want to learn more about finances.
B)It provides a "hip, informal environment" for learning and addressing the customers' need.
C)It provides support to those people who are interested in life insurance and 401Ks.
D)It provides an online resource addressing the social needs of the 40 and under age group.

Question 9

In what way did IDEO study the needs of the nurses and patients at Kaiser?

A)They shadowed nurses, sought feedback, and made observations.
B)They interviewed the key stakeholders.
C)They reviewed all nurse and patient complaints.
D)They interviewed patients.

Question 10

According to the description of Haupt and Alstin's process, what source did they enlist to design the new safety product?

A)safety engineers
B)helmet manufacturers
C)professional cyclists
D)their college professors

Question 11

When the CEO of IDEO, Tim Brown, says "How Might We?" what is the significance of We?

A)We encourages collaboration.
B)We is a polite way of asking for help.
C)We suggests that everyone is expected to provide input.
D)We means that the speaker does not have the answer.

Question 12

What was the customer need defined by IDEO when developing the Society of Grownups?

A)Learning about finances is necessary, but boring.
B)Those under 40 were poor in financial information.
C)Those under 40 did not buy life insurance.
D)Those under 40 wanted to have fun with their finances.

Question 13

Why should design thinkers "fail early to succeed sooner"?

A)Failing early gives the entrepreneur more time for recovery.
B)Failure is a springboard for further learning, meaning you learn faster.
C)Failures should be avoided in the later stages of design thinking.
D)Failing puts the entrepreneur under positive stress.

Question 14

Once Haupt and Alstin knew the reasons why people did not use helmets, what additional information did they gather?

A)information about bicycle accidents
B)information about different helmets used around the world
C)information from engineers who study the safety features of helmets
D)information from professional cyclists regarding why they wear helmets

Question 15

What is the essence of design thinking?

A)a scientific process of engineering
B)a process that insures quality is built into a product or service
C)a process meant to improve creative thinking abilities
D)the process that identifies new solutions that meet the needs of the market

Question 16

What is the biggest obstacle to design thinking?

A)lack of knowledge
B)inexperience
C)fear of failure
D)lack of financial resources

Question 17

When the CEO of IDEO, Tim Brown, says, "How Might We?" what is the significance of how?

A)How assumes that the answer is unknown.
B)How invites others to participate in the solution.
C)How implies that a solution exists and needs to be unearthed.
D)How implies a challenge of doubt.

Question 18

The act of knowing what people want, how they behave, what they think, and how they feel is referred to by which of the following terms?

A)customer identification
B)needs assessment
C)empathy
D)observation

Question 19

What method was used by IDEO to investigate the patient experience in the emergency room?

A)An IDEO employee went undercover, filming the experience in the emergency room.
B)An employee of IDEO "stepped into the shoes" of hospital personnel by observing them at work.
C)Emergency room patients were interviewed about their experience.
D)Emergency staff members were interviewed about their experiences.

Question 20

What are the three criteria for a successful idea in design thinking?

A)feasibility, market competitiveness, longevity
B)feasibility, financial benefit, market competitiveness
C)creativity, feasibility, financial benefit
D)feasibility, viability, desirability

Question 21

In design thinking, what is meant by inspiration?

A)an emotional moment that stirs creativity
B)an idea for a product, service, or solution
C)a motivation or promise of reward
D)the problem or opportunity that starts the search for a solution

Question 22

What might have been the design challenge in IDEO's design of Shimano's bicycle?

A)How can we create a bicycle for baby boomers?
B)How can we create a coasting bicycle?
C)How can we create a simple bike for adults?
D)How can we create a bicycle that looks like it was created between 1946 and 1964?

Question 23

How are ideas tested in the implementation stage?

A)through a second round of brainstorming
B)through low-cost prototypes
C)by designing the final product
D)by producing products and having the customer use them

Question 24

Needs we have but don't know we have them are called ______.

A)unknown needs
B)latent needs
C)sleeping needs
D)pre-formed needs

Question 25

What is the best description of convergent thinking?

A)a voting process that choses the best ideas
B)a process that helps people think in the same way
C)a way of identifying which ideas have the best chance of success
D)an abstract thinking process used in creative thinking

Question 26

Which of the following would NOT be considered a requirement in IDEO's brainstorming?

A)Stay focused on the topic.
B)Encourage wild ideas.
C)Hold back judgement.
D)Eliminate ideas that would not work.

Question 27

What is suggested as a way of building on the ideas of others?

A)Correct the flaws in the first idea by suggesting alternatives.
B)Use the word and instead of but.
C)Start with one idea and generate ideas to improve it.
D)Start with a suggested idea and then brainstorm.

Question 28

What is the best description of divergent thinking?

A)You think differently than the normal way of thinking.
B)You follow tangents of thought that lead you away from the starting thought.
C)You expand your perspective to generate as many ideas as possible.
D)You follow traditional problem-solving methods.

Question 29

During this phase of design thinking, ideas generated through the ideation process are transformed into concrete actions.

A)action phase
B)concretization phase
C)ideation phase
D)implementation phase

Question 30

Generating and developing new ideas based on observations gained during the inspiration process is called which of the following?

A)brainstorming
B)inspiration
C)generation
D)ideation

Question 31

How will the apps created by IDEO help the Ford Company?

A)Ford can offer a unique product and remain competitive by fulfilling the emotional needs of the consumer.
B)The apps will make it easier for commuters to find routes to their destinations.
C)The apps address something that the customers asked for.
D)The apps will improve the safety of drivers.

Question 32

How many ideas should be generated in a successful brainstorming session?

A)a minimum of 10 great ideas
B)up to 100 ideas in a period of 60 minutes
C)up to 10 ideas in a period of 60 minutes
D)between 5 and 10 ideas

Question 33

When IDEO studied Chicago's commuters for the Ford Company, what did they learn about the commuters?

A)Commuters had specific and common needs.
B)There were three distinct groups of commuters with different needs.
C)Speed was preferred over comfort.
D)Commuters had asked for phone apps to help them with their commutes.

Question 34

The main purpose of the implementation phase is to do which of the following?

A)Chose the best ideas and move forward with them.
B)Eliminate all but the best ideas.
C)Test assumptions of new ideas to shape them into viable opportunities.
D)Start creating the designs selected through previous phases.

Question 35

How does IDEO look at the design thinking process?

A)It requires a series of successive steps.
B)It is a circular process with no specific start or end.
C)It occurs in overlapping phases.
D)It follows a predictive approach.

Question 36

In addition to understanding how people do things, empathy helps you understand ______.

A)people's emotions
B)the way people buy and use your products and services
C)why people do things, the way they feel
D)the entire buying process

Question 37

Why is empathy an ethical challenge?

A)Once you experience a situation from another's point of view, it is difficult to ignore it.
B)It may get too close to another's emotions.
C)It requires asking questions and engaging in another's life.
D)It requires you to deal with others that may not have your resources.

Question 38

Drew notices that her electric cables and cords are unsightly and could cause someone to trip.She asks, "How might these wires be secured differently?" This question is known as which of the following?

A)initiating question
B)a design challenge
C)a customer vision
D)an end state

Question 39

How does inspiration start?

A)with a design challenge
B)with a spark of imagination
C)with an observation
D)with an emotional desire to create something of value

Question 40

Why is empathy important in design thinking?

A)It helps you connect with your customers.
B)It increases the probability of designing a solution of real value.
C)It ensures that you care about your customers and how they feel about your product.
D)It is the first step of the design process.

Question 41

Janelle notices that a consumer rubs a piece of candle over the outer edge of a can before replacing the lid.She asks the customer to explain why he does that.The answer to the question will provide Janelle with which of the following?

A)new knowledge of consumer behavior
B)a product idea
C)insight into consumer behavior
D)expanded experience

Question 42

In the AEIOU model, what is meant by Interactions?

A)the people whose needs and behaviors are being observed
B)the people that are involved in the activity
C)the nature of exchange between the person and something or someone else
D)the physical items that people interact with

Question 43

What did Shimano do when sales of the coaster bicycle flattened?

A)They abandoned the product concept.
B)They started the implementation phase again.
C)They started a new round of inspiration, ideation, and implementation around the key product weaknesses.
D)They started a new round of inspiration, ideation, and implementation on the original design challenge.

Question 44

What do the authors mean when they refer to "peeling the onion"?

A)Keep asking questions until you understand the core of the problem.
B)Go slowly to avoid the tears that can come from failure or from peeling onions.
C)First ask the questions your customers will want to answer most, and then move to other questions.
D)Discover the challenges a person faces by encouraging dialogue.

Question 45

An insight is ______.

A)a new idea for a product or service
B)the combined force of all information gathered from observation and interviews
C)an interpretation of an observation that provides new understanding
D)a complete knowledge of the observed persons' actions in a particular situation

Question 46

Under the dimensions of observation, what is meant by goal?

A)a set of related activities that people carry out
B)the sequencing of events
C)the set of related activities that someone carries out
D)what the person is trying to accomplish

Question 47

In the acronym AEIOU, what does A stand for?

A)alternatives
B)activities
C)attitude
D)assessment

Question 48

What should be included as an introduction to an interview?

A)the script of the questions you will be asking
B)the sponsor of the interview
C)the intentions and purpose of the interview
D)a description of what you hope the interview will conclude

Question 49

Under the dimensions of observation, what is meant by object?

A)the physical things that are present at the time of the behavior
B)the product or service being observed
C)single actions that people do
D)the physical place or places

Question 50

Interviews should have open-ended questions.Which of the following represents an open-ended question?

A)What concerns would you have in using this product?
B)Have you used this product in the past?
C)Are you comfortable with using this product?
D)Would you purchase this product?

Question 51

Under the dimensions of observation, what is meant by space?

A)the amount of time it takes for a consumer to complete a task
B)the physical things that are present at the time the task is performed
C)the physical place or places in which the behavior is performed
D)the emotions felt and repressed

Question 52

Under the dimensions of observation, what is meant by Time?

A)the time from the start off the process to the end
B)the sequencing that takes place over time
C)particular span of time
D)a set of related activities that people carry out

Question 53

Which of the following would indicate that a person is actively listening?

A)The interviewer reflects back or paraphrases what the person just said.
B)The interviewer engages in normal conversation, giving opinions as well as asking for them.
C)The interviewer interrupts the interviewee in order to ask further questions.
D)The interviewer stays one step ahead of the conversation, anticipating the next question.

Question 54

In the AEIOU model, what is meant by users??

A)the people whose needs and behaviors are being observed
B)the people that are involved in the activity
C)the nature of exchange between the person and something or someone else
D)the physical items that people interact with

Question 55

Insight might best be described as which of the following?

A)observing people and gathering information
B)an idea generated from combining observation with a potential solution
C)a question raised while observing
D)an interesting, nonobvious piece of observation information that drives opportunities

Question 56

What is the "golden rule" of interviewing?

A)Ask the questions consistently as written.
B)Keep focused on the questions you need to ask.
C)Actively listen to the other person.
D)Try to use "yes" and "no" answers for easier recording and clarity.

Question 57

The idea of a coasting bicycle was produced in which stage of the design-thinking process?

A)diversification
B)implementation
C)ideation
D)inspiration

Question 58

Under the dimensions of observation, what is meant by event?

A)the physical things that are present at the time of the behavior
B)the product or service being observed
C)a particular span of time
D)A set of related activities that people carry out

Question 59

You are interviewing someone about a new concept in debit cards.The interviewee immediately tells you that he hates debit cards and never uses them.What would be the appropriate next step?

A)Terminate the interview as this person will not give you knowledgeable information.
B)Ask him about the new debit card concept anyway.
C)Explore why he hates debit cards.
D)Ask about a similar product, but not the debit card.

Question 60

Closely monitoring the behavior and activities of users in their own environment is called which of the following?

A)environmental scanning
B)capturing
C)observation
D)situational monitoring

Question 61

What is the difference between the IDEO method of design thinking and that of the Stanford Design School?

A)The Stanford approach provides for more time with the client.
B)The Stanford approach is more complex.
C)The Stanford approach provides for more ideation.
D)There is no essential difference as the both implement the same design thinking.

Question 62

Why is it important to consider only one idea at a time during a brainstorming session?

A)It is hard to hear if too many ideas are coming at once.
B)It is more likely to build on an idea and make a creative leap.
C)It is more creative if one is polite.
D)It is important to slow the process down as much as possible.

Question 63

Which of the following elements of design thinking aligns with the practice of entrepreneurship?

A)It involves getting out and taking action.
B)It requires the practice of continuous learning.
C)It incorporates play, empathy reflection, creation, and experimentation.
D)all of these

Question 64

Which of the following elements are recorded in the empathy map?

A)What did the person say, do, think, and feel?
B)What were the person's needs, desires, attitudes, and ideas?
C)What did the person say, what would he like, what does he need?
D)What are the person's emotions and desires?

Question 65

What is an empathy map?

A)a map that helps you rate and organize the emotional content of an interview
B)a tool that helps you collate and integrate your observations to discover new insights
C)a tool that helps you organize your thoughts during the interview
D)a tool that helps you define your assumptions and beliefs

Question 66

During the implementation phase, ideas generated though the ideation process are transformed into concrete ______.

A)constructs
B)visions and drawings
C)action
D)products

Question 67

Why is empathy important as a first step in the design process?

A)People are not always able to tell you what they need.
B)You need to care about the people for whom you are creating.
C)Empathy encourages social responsibility.
D)Empathy guarantees ethical behavior.

Question 68

Why is it important to spend time developing the design challenge statement?

A)How you word the statement will guide the entire design process.
B)Unless the customer is described, the product may not be viable.
C)It helps narrow the goal.
D)It guides the powers of observation.

Question 69

How is experimentation relevant to the implementation stage?

A)It links the ideation results to workable solutions through successive iterations.
B)The ideas are experiments.
C)Experimentation is always present in new ideas.
D)The ideas generated may not be workable.

Question 70

Why is it important to understand how people feel in the situation you are trying to improve?

A)It will help you design something of value to the person for whom you are designing.
B)It will highlight the interaction with the product.
C)It will help you understand how bad the current situation is.
D)Emotions are part of the customer experience.

Question 71

How can design thinking be used?

A)to design new or improved products
B)to build organizations
C)to improve processes
D)all of these

Question 72

Why is it important to support "wild ideas" during brainstorming sessions?

A)It encourages play.
B)Wild ideas are easier to think of.
C)It saves people embarrassment.
D)Wild ideas can often give rise to creative leaps.

Question 73

"How might we create a glue that is flexible?" is an example of which of the following?

A)a design process
B)a design solution
C)a design challenge
D)an ideation

Question 74

A small and diverse group meets to brainstorm ways that they can raise money for a new theater group.In what type of thinking is the group engaged?

A)inspirational thinking
B)convergent thinking
C)divergent thinking
D)guided thinking

Question 75

In order to discover how to improve his teaching techniques, Professor Kaine observes his students as they explore their online learning site, noting what resources are used and how they interact with one another as they study.He asks questions that explore the reasoning behind their approaches.What phase of the design process in professor Kaine using?

A)feasibility thinking
B)empathy
C)needs assessment
D)problem recognition

Question 76

Why is it important to be visual during a brainstorming session?

A)It is hard to hear if too many ideas are coming at once.
B)Drawing helps get ideas across.
C)It adds versatility within a diverse group of thinkers.
D)It builds on artistic skills.

Question 77

After practicing empathy, Jessica discovers that seniors in her complex missed the opportunities to garden and work on fine crafts.Eventually, Jessica develops a program where the seniors can use space and tools at a local high school.The program includes teachers and supplies.What inspired Jessica to create this service?

A)She discovered a latent need among the complex residents.
B)She conducted interviews with the local high school.
C)She asked the residents what type of program they would like to have.
D)She implemented a program similar to others in the area.

Question 78

Which of the following is true of observation?

A)Observations focus on the raw data form all that is seen and heard.
B)Insight is a part of observation.
C)Observation is practiced daily by all individuals.
D)Observation drives opportunities.

Question 79

What would be the insight if the empathy map revealed that someone said he enjoyed being a vegetarian, but sighed and said that he had trouble masking food so that the family would not miss meat?

A)The person is struggling with being a vegetarian.
B)There is a conflict between his enjoyment and the goals of serving the family what they like.
C)Vegetarians cause family discord.
D)The interviewee would like all the family to become vegetarian.

Question 80

According to Alex Osborn of Applied Imagination, what is the last step of brainstorming?

A)Be open to wild suggestions.
B)Suspend all judgement.
C)Put ideas together and improve on them.
D)Experiment with the ideas.