DESIGN THINKING LAB MATERIAL

GOKARAJU RANGARAJU INSTITUTE OF ENGINEERING

AND TECHNOLOGY
(Autonomous)

Bachupally, Hyderabad – 500090

 Preface

The main objective of the material entitled “Design Thinking Lab” is to make the I B. Tech ( CSE(AIML), CSE(DS),
CSE, EEE & CE ) students familiar with the basic concepts of Design Thinking in a more systematic manner. This
material is written according to GRIET (Autonomous) syllabus. This book has been prepared to meet the
requirements of Design Thinking course as per new AICTE Regulations.

This book is written and verified by the faculty of Departments of CSE, CSE(AIML), CSE(DS),EEE & CE respectively.

1. M.Arshi, Assistant Professor,

2. Rathod Ravindar, Assistant Professor

3. D.Karuna Kumar, Assistant professor

4. P.Sirisha, Assistant Professor

5. Dr. Atul Kumar, Professor

 A Note on Facilitation
Facilitators and teachers differ in their methods and objectives. Facilitators gently guide participants to new
insights while teachers directly present course content that students must master. At times, facilitators may
teach a new concept and teachers often facilitate discussions. However, their overall styles are different.

Facilitators and teachers perform some similar functions in a learning space. However, their roles differ in
the way they interact with learners and participants. A facilitator helps people discover on their own
through mediating discussions, guiding meetings or proctoring exams and study sessions. On the other hand,
a teacher provides direct instruction using presentations and various classroom activities. Teachers may
occasionally act as facilitators in the sense that they may encourage peer-to-peer class discussions; however,
teachers ultimately explain the course content.1

Facilitation offers everyone in the group the chance to express their ideas and to feel as if they are part of a
team. Since the group arrives at a mutual conclusion, it’s easier for individual members to carry out the
group’s goals and to feel less inclined to work on individual agendas. A facilitator helps individuals build on
their skills and learn new ones. Facilitation serves as a positive way to resolve conflicts and clarify
misunderstandings among a diverse group of individuals.2

Things to keep in mind while facilitating sessions:

● Ensure that all participants develop the habit of taking notes during sessions.
● Documentation of the process is essential. Encourage participants to take photographs and videos of
their work after each session, and keep all their notes/rough work until the end of the course.
● For activities requiring group work, invite all participants to actively participate. It is essential to
develop skills such as collaboration, communication, and active listening.
● Please be prepared before a session. Do go over the materials shared in the handbook, and do some
background research before facilitating a session to ensure that it is effective and productive.
● Avoid direct instruction and focus on driving discussions amongst participants.

1
https://classroom.synonym.com/info-7889937-difference-between-facilitators-teachers.html

2
https://work.chron.com/difference-between-facilitators-teachers-11510.html
 Gokaraju Rangaraju Institute of Engineering and Technology (Autonomous)
GR20A1020: Design Thinking lab
(Common to CSE(AIML), CSE(DS), CSE, EEE & CE)

Syllabus
B. Tech. I Year L: 2 T: 0 P: 0 C: 1

Course Objectives:

1. Study a problem from multiple perspectives

2. Learn how to frame the design challenge properly.
3. Learn how to ideate, prototype and Iterate solutions.
4. Learn from the overall design process how to create value as entrepreneurs
5. Learn how to design successful products or enterprises

Course Outcomes:

1. Students will be able to identify an Opportunity from a Problem

2. Students will be able to frame a Product/Service Idea
3. Students will be able to empathize with the customers
4. Students will be able to design and develop a Prototype
5. Students will be able to pitch their idea

UNIT-I:

Introduction to Design Thinking: LRI Assessment, Introduction to Design Thinking, Understanding the
Mindsets-Empathy, Optimism, Embrace Ambiguity, Make it, Learn from Failure, Iterate, Create Confidence,
Creativity Convergent & Divergent Thinking

UNIT-II:

Design Thinking Methodology: The 5 Stages of the Design Thinking Process-Empathise, Define (the
problem), Ideate, Prototype, and Test.

UNIT-III:

Ideation tools & exercises. Sample Design Challenge, Introduction to the Design Challenge Themes,Story
telling and Tools for Innovation

UNIT-IV:

Empathize-Understand customers, Empathy Maps, Empathise-Step into customers shoesCustomer Journey

Maps, Define- Analysis & Drawing Inferences from Research
UNIT-V:

The Design Challenge: Define the Design Challenge, Prototyping & Iteration- Feasibility Study, Testing-
Documentation and the Pitching.

TEXT BOOK :

Design Thinking for Strategic Innovation: What They Can't Teach You at Business or Design School -
IdrisMootee.

REFERENCE BOOKS:

1. Zero to One: Note on Start-Ups, or How to Build the Future

2. The Lean Startup: How Constant Innovation Creates Radically Successful Businesses
3. Start With Why: How Great Leaders Inspire Everyone To Take Actions.
 Design Thinking
for
Entrepreneurship & Innovation
_________________________
Course Handbook
 1

Table of Contents
Table of Contents 1
Course Format 4
A Note on Facilitation 5

MODULE A / UNIT 1 6
| WHAT IS DESIGN THINKING? 6
- Introduction 7
- LRI Assessment 7
- Critical Reading & Reflection 7
- The Marshmallow Challenge 8
- Reflection - The Marshmallow Challenge 9

MODULE A / UNIT 1 10
| UNDERSTANDING THE DESIGN THINKING MINDSETS 10
- Recap 11
- The Innovation Triangle 11
- Critical Reading & Reflection 11
- Design Thinking Mindsets 12
- The Nature of Entrepreneurship 12

MODULE A / UNIT 1 12
| CREATIVE THINKING STRATEGIES 13
- Recap 14
- The 6 Thinking Hats 14
- Problem Finding - How Might We? 14
- The Round Robin Exercise 14
- Opposite Thinking 14

MODULE B / UNIT 2 14
| THE 5 STAGES OF THE DESIGN THINKING PROCESS 15
- Introduction 16
- Critical Reading & Reflection 16
- The 5-Stage Process 16
- Video - Conclusion 16

MODULE B / UNIT 2 16
| IDEATION TOOLS & EXERCISES 17
- Recap 18
- Activity - How Do I Make Chai? 18
- Video - Systems Thinking 18
 2

- The Wallet Challenge 18

MODULE B / UNIT 2 20
| DESIGN CHALLENGE THEMES 20
- Recap 21
- Critical Reading & Reflection 21
- Video 22
- Framing the Design Challenge 22

MODULE C / UNIT 3 22
| ANALYSIS & DRAWING INFERENCES - USER RESEARCH 23
- Introduction 24
- Critical Reading & Reflection 24
- Exercise - Persona Creation & User Research 24

MODULE C / UNIT 3 26
| EMPATHISE: UNDERSTAND USERS - EMPATHY MAPS 26
- Recap 27
- Critical Reading & Reflection 27
- Empathy Mapping 27

MODULE C / UNIT 3 29
| STEP INTO USERS’ SHOES - CUSTOMER JOURNEY MAPS 29
- Introduction 30
- Critical Reading & Reflection 30
- Customer Journey Mapping 30

MODULE D / UNIT 4 32
| THE ART OF THE PITCH 32
- Introduction 33
- The Art of the Pitch 33
- Develop & Present a 3-Minute Pitch 33
- Sample Pitches | Recommended Videos 33

MODULE D / UNIT 4 35
| PROCESS REVIEW 35
- Introduction 36
- Student Presentations 36

MODULE D / UNIT 4 37
| TESTING, DOCUMENTATION & THE PITCH 37

BOOK LIST 39
 3

Course Format

MODULE A A.1 A.2 A.3

Introduction to LRI Assessment Understanding Creative Thinking

Design Thinking the Design Strategies
Mindsets Introduction to Thinking
Design Thinking Mindsets

6hrs 2hrs 2hrs 2hrs

MODULE B B.1 B.2 B.3

Design Thinking The 5 Stages of Sample Design Framing the

Methodology the Design Challenge Design Challenge
Thinking Process Exercise Themes

6hrs 2hrs 2hrs 2hrs

MODULE C C.1 C.2 C.3

Storytelling & Understanding Step into User’s Walk a Mile -

Tools for Users - User Shoes - Empathy Customer Journey
Innovation Personas Mapping Maps

6hrs 2hrs 2hrs 2hrs

MODULE D D.1 D.2 D.3

The Design The Art of the Process Review Testing,

Challenge Pitch Documentation &
Bootcamp the Pitch

6hrs 2hrs 2hrs 2hrs

 4

MODULE A

Introduction to Design Thinking Mindsets

 5
A.1: WHAT IS DESIGN THINKING?

- Introduction
10minutes | Facilitator’s Welcome Address

Share course outline and expectations. Share details about the course structure, type of activities, and
required materials for every session.

Materials to be brought by participants to every session:

- LRI Assessment
20minutes | Individual Activity

Participants shall begin the program by taking the LRI assessment. Each participant will receive an individual
score & report based on their responses.

Note: The LRI Assessment Link is to be shared with participants - http://bit.ly/takeLRI

- Critical Reading & Reflection

20minutes | Individual Activity

Participants are instructed to read the following article:

Design Thinking as a Strategy for Innovation:

https://drive.google.com/file/d/1_KhrbA80wRXb_ng2EFhnt4fCSpdwe-ME/view?usp=sharing
 6

After reading the article, participants are asked to write down their individual responses to the following
questions in the worksheet:

● What does the term “design thinking” mean to you?

● What are the possible applications of design thinking? Can you think of any examples?
● What according to you is the most important aspect of design thinking (based on your understanding
of the article)?

Note: The critical readings have been shared in the form of a printable worksheet. Kindly ensure that every
participant is given a copy of the reading. Questions are to be answered in the handout. All handouts are to be
filed in a folder for the final assessment and documentation.

- The Marshmallow Challenge

30minutes | Group Activity - Groups of 5

MATERIALS:

● 20 sticks of (uncooked) spaghetti or straws per team

● One yard (36 inches) of masking tape per team
● One yard (36 inches) of string/thread per team (the string must be easily breakable by hand. If the
string is thick, include scissors in your kit.)
● One marshmallow/ eraser per team: around 1.5 inches in size across.
● Measuring tape to measure the height of the structures.
● Countdown Timer/ stopwatch to keep track of the time.

GOAL:

In eighteen minutes, each team must build the tallest free-standing structure out of the materials provided.
The eraser/marshmallow needs to be on top. The structures may not be taped to a surface, supported by an
object, or held upright by team members.

Please refer to the activity guide:

https://www.sessionlab.com/methods/marshmallow-challenge-with-debriefing

Facilitator’s Guide:
https://static1.squarespace.com/static/57c6b79629687fde090a0fdd/t/58ab5a6046c3c4e069a2842d/148762
4802348/SpaghettiMarshmallow.pdf
 7

- Reflection - The Marshmallow Challenge

30minutes | Group Discussion: Marshmallow Challenge Groups

Reflection Questions (discuss amongst team-members and share with the entire class)

● What was the team’s strategy to solve the challenge?

● What was each member’s role?
● What worked well? What failed?
● What would you improve the next time?
● What learning would you take away from this exercise?

Conclusion:

VIDEO | Tom Wujec - Build a Tower, Build a Team:

https://www.ted.com/talks/tom_wujec_build_a_tow
 8

MODULE A

Introduction to Design Thinking Mindsets

| UNDERSTANDING THE DESIGN THINKING MINDSETS
 9

A.2: UNDERSTANDING THE DESIGN THINKING MINDSETS

- Recap
10 minutes | Group Discussion

Previous module recap. Share insights from the reading & reflection exercises.

- The Innovation Triangle

20 minutes | Presentation

The innovation triangle levels:

● Intelligence
● Creativity
● Invention
● Innovation

Presentation Slides:
https://drive.google.com/drive/folders/1DS1D3shSPvLJJ2fl-wqGcvU92TaSV0xH?usp=sharing

- Critical Reading & Reflection

30 minutes | Individual Activity

Participants are instructed to read the following article:

Design Thinking is not a Process, it’s a Mindset:

https://drive.google.com/open?id=1GFAFd0CXPcWqBheZDI5FcybiEuomVT64

After reading the article, participants are asked to write down their individual responses to the following
questions in the worksheet:

● How is a mindset different from a process?

● Why do we need design thinking?
● What does entrepreneurship mean to you? Who do you think is a successful entrepreneur?
● Why is it important for design to be user-centered?

Note: The critical readings have been shared in the form of a printable worksheet. Kindly ensure that every
participant is given a copy of the reading. Questions are to be answered in the handout. All handouts are to be
filed in a folder for the final assessment and documentation.
 10
- Design Thinking Mindsets
30 minutes | Presentation

Presentation Slides:
https://drive.google.com/drive/folders/1I8WbHGLzV97d31-F7ipQzVMi8oz_VynV?usp=sharing

Source: https://www.innovationtraining.org/design-thinking-mindsets/

Discuss the mindsets that empower innovation, with examples and applications of each case.

- The Nature of Entrepreneurship

30 minutes | Video & Group Discussion

VIDEO | How Great Leaders Inspire Action: Simon Sinek

https://www.ted.com/talks/simon_sinek_how_great_leaders_inspire_action

Reflection questions for discussion (after screening the video):

● What are the traits of a “good leader”?

● What traits do you think every successful entrepreneur must have? (Connect to the LRI Assessment)
● How would you define “success”? Is it only monetary?
● Does starting with WHY (defining purpose) change how you may approach a problem?
 11

MODULE A

Introduction to Design Thinking Mindsets

| CREATIVE THINKING STRATEGIES
 12

A. 3: CREATIVE THINKING STRATEGIES

- Recap
10 minutes | Group Discussion

Previous module recap. Share insights from the reading & reflection exercises.

- The 6 Thinking Hats

50 minutes | Presentation & Group Activities

Presentation Slides for A.3.2 - A.3.5:

https://drive.google.com/drive/folders/1c_BBU4-dPYRABsG4XJ7H1ppchBwRt9gJ?usp=sharing
Presenter Notes:
https://drive.google.com/file/d/1oQ1VibTttdo7ArPbjxYkLwvGkthYr-gw/view?usp=sharing

Identify an SDG (Sustainable Development Goal) for the exercise. Edward De Bono approach - apply the 6
Thinking Hats to the chosen issue. Participants to be grouped into teams of 6 for this exercise.

Source: https://mgrush.com/blog/debono-six-thinking-hats/

- Problem Finding - How Might We?

15 minutes |Group Exercise

- The Round Robin Exercise

15 minutes |Group Exercise

- Opposite Thinking
15 minutes | Group Exercise
 13

MODULE B

Design Thinking Methodology

| THE 5 STAGES OF THE DESIGN THINKING PROCESS
 14

B. 1: THE 5 STAGES OF THE DESIGN THINKING PROCESS

- Introduction
10minutes | Group Discussion

Previous module recap. Share insights from the reading & reflection exercises.

- Critical Reading & Reflection

30minutes | Individual Activity

Participants are instructed to read the following article:

Design Thinking - A Manual for Innovation

https://drive.google.com/file/d/1_TZe12FxqrUzq73yZ6V9cjnYpkY46ysi/view?usp=sharing

Worksheet:
https://drive.google.com/file/d/1wojUcyV9kH8t1kMzaWVph6g85kxv8q7b/view?usp=sharing

After reading the article, participants are asked to write down their individual responses to the following
questions in the worksheet:

● What are the 5 stages of the Design Thinking process?

● Is it a linear process? How is this process different from a formula or a set of instructions?

Note: The critical readings have been shared in the form of a printable worksheet. Kindly ensure that every
participant is given a copy of the reading. Questions are to be answered in the handout. All handouts are to be
filed in a folder for the final assessment and documentation.

- The 5-Stage Process

45 minutes | Presentation & Activities

Presentation Slides: https://drive.google.com/open?id=1RFu6eqxibNi0dUVKklpSfStrfolxl25D

Presenter Notes: https://drive.google.com/file/d/1nRL7l5nETDWMUovVgVjOElpTnTgLfPYm/

- Video - Conclusion
10 minutes

VIDEO | Noah Ullmann - Design Thinking is not just for Designers!

https://www.youtube.com/watch?v=RbmsgGioFGI#action=share
 15

MODULE B

Design Thinking Methodology

| IDEATION TOOLS & EXERCISES
 16

B.2: IDEATION TOOLS & EXERCISES

- Recap
10 minutes | Group Discussion

Previous module recap. Share insights from the reading & reflection exercises.

- Activity - How Do I Make Chai?

15 minutes | Individual Activity

Materials: One sheet of paper (A4 size) per participant.

Participants are asked to draw the process of making a cup of tea. Facilitators are not required to provide any
further instructions.

- Video - Systems Thinking

20 minutes | Group Discussion

This video is in continuation to the previous exercise.

VIDEO | Tom Wujec - Tell Me How To Make Toast

https://www.youtube.com/watch?v=_vS_b7cJn2A#action=share

Important Aspects To Be Discussed:

● Drawings: Links & Nodes
● Post-its: Iteration
● Group work: Synthesis

- The Wallet Challenge

60 minutes | Team Activity - Pairs

Presentation Slides: To be displayed to the participants

https://drive.google.com/file/d/1au0J8Rzcs24bjFbPjdEMMLmEWSKUytSt/view?usp=sharing

Facilitator’s Notes:
https://drive.google.com/file/d/17IByNHFxziVzKvjYeEu2OKwoSVP_74Hs/view?usp=sharing

Participants may be asked to carry scrap material from home, and their own stationery. Do not inform
participants about the theme of challenge prior to the session.
 17
Please make sure that the materials listed below are provided to all participants in the classroom. These
materials may be laid out on a table in the corner of the room for participants to use while building their
prototypes.

Materials to be made available for the prototyping segment of the wallet challenge:

● Newspaper sheets
● Ice cream sticks
● Tape
● Glue
● Scissors
● Colored papers
● Pens and Markers
● String/thread

Facilitator’s resource - further reading:

https://dschool-old.stanford.edu/sandbox/groups/designresources/wiki/4dbb2/attachments/d5c91/Wallet%
20Facilitators%20Guide2012.pdf?sessionID=8af88fee76ecd1fb7879c915073461486c425622
 18

MODULE B

Design Thinking Methodology

| DESIGN CHALLENGE THEMES
 19

B.3: PERSONAL DESIGN CHALLENGE THEMES

- Recap
05 minutes | Group Discussion

Previous module recap. Share insights from the reading & reflection exercises.

- Critical Reading & Reflection

20minutes | Individual Activity

Participants are instructed to read the following article before moving on to framing their individual design
challenge. Pay special attention to the focus on the non-linear nature of the Design Thinking process.

There are no questions to be answered for this reading.

What is Design Thinking and Why is it so Popular?

https://drive.google.com/open?id=1CJ5Xg3HSxDWYrb6YFAnbfiHu_yr-VZkh
 20

- Video
15 minutes | Group Discussion

Reflection questions before watching the video - to be discussed as a group with the facilitator moderating
the discussion.

● Do you think you are creative? How do you define creativity?

● What is the most important thing in your life? What issue(s) do you care about the most?
● Have you ever thought about how you would solve those issues?

VIDEO | David Kelley - How to Build your Creative Confidence

https://www.youtube.com/watch?v=16p9YRF0l-g#action=share

- Framing the Design Challenge

70 minutes | Group Activity

Discuss the following videos watched previously and identify connections:

● Start With Why

● How to make toast
● Regaining Your Creative Confidence

Presentation Slides:
https://drive.google.com/file/d/1wsZbofh7Ohx3T8SPUFNZVl96aS_awVZ3/view?usp=sharing
Presenter Notes:
https://drive.google.com/file/d/1jDbb0BjkFPv_ZB0FO3AYK4ZgCn-wM9qo/view?usp=sharing

Important Note to Facilitators: Please feel free to connect the broad themes to your respective engineering
disciplines and encourage students to identify needs and problems related to the subjects they are studying.
The aim is to be able to draw connections between various fields and develop creative solutions to problems.

Outcomes at the end of the exercise

● Individual mind-mapping exercise.

● Group mind-maps based on similarities.
● Create groups for the Design Challenge based on the collective HMW exercise. Ask each group to
choose a name for themselves.
● Each group must come up with a clear HMW question and proposed solution by the end of this
module. Please use the creative thinking strategies covered in the previous modules to facilitate this
exercise.
 21

MODULE C

Storytelling & Tools for Innovation

| ANALYSIS & DRAWING INFERENCES - USER RESEARCH
 23

C.1: ANALYSIS & DRAWING INFERENCES - USER RESEARCH

- Introduction
10minutes | Group Discussion

Previous module recap. Share insights from the reading & reflection exercises.

- Critical Reading & Reflection

20 minutes | Individual Activity

Participants are instructed to read the following article:

Should User Research Be A Part Of Your Design Process?

https://drive.google.com/file/d/1i1tpSKSy_vNDP6AgD-ZXzVN8E91A3S-S/view?usp=sharing

Worksheet (questions):
https://drive.google.com/file/d/11GJk_LrZ_tXtfOc5nD_E43YkXjxVIdQC/view?usp=sharing

After reading the article, participants are asked to write down their individual responses to the following
questions in the worksheet:

● What is user research?

● What are the possible reasons for conducting user research?
● In your opinion, is user research important or is it a step that can be skipped? Why?
● Analyze whether your favourite company uses user research to develop its products. Give examples
to support your response.

Note: The critical readings have been shared in the form of a printable worksheet. Kindly ensure that every
participant is given a copy of the reading. Questions are to be answered in the handout. All handouts are to be
filed in a folder for the final assessment and documentation.

- Exercise - Persona Creation & User Research

45 minutes | Presentation & Activities

Each group is required to create at least 3 different personas for their respective projects. One persona may
be created during this session. They are required to work on the remaining personas with their teams over
the course of the week, and have them ready before the next session.

Materials required:

● A4 sheets
 24
● Old newspapers (to tear out photographs for the persona)
● Post-its
● Pens and Markers

Presentation Slides: https://drive.google.com/open?id=1JY1nE6J1-J7EdOukq7RZDs3sLrxmqaeo

Presenter Notes: https://drive.google.com/open?id=1GzYYJjhygKsAtJKbUZBu438JnfEQwlwg

 25

MODULE C

Storytelling & Tools for Innovation

| EMPATHISE: UNDERSTAND USERS - EMPATHY MAPS
 26

C.2: EMPATHISE: UNDERSTAND USERS - EMPATHY MAPS

- Recap
10minutes | Group Discussion

Previous module recap. Share insights from the reading & reflection exercises.

- Critical Reading & Reflection

30minutes | Individual Activity

Participants are instructed to read the following article:

Stage 1 in the Design Thinking Process: Empathise with your Users

https://drive.google.com/file/d/1P8Op4Tx2molQvHir_uq2NssI6gNU9RvF/view?usp=sharing

Worksheet (questions):
https://drive.google.com/file/d/1-OwjtxGnq9_ew9BKgbFFefFJ172820T3/view?usp=sharing

After reading the article, participants are asked to write down their individual responses to the following
questions in the worksheet:

● What do you understand by the term “empathy”? How is it different from sympathy?
● Why is it important to conduct interviews with empathy?
● How is the beginner’s mindset useful?
● List ways/methods of using empathy

Note: The critical readings have been shared in the form of a printable worksheet. Kindly ensure that every
participant is given a copy of the reading. Questions are to be answered in the handout. All handouts are to be
filed in a folder for the final assessment and documentation.

- Empathy Mapping
45 minutes | Activity

Each group is required to create empathy maps for their 3 different personas developed in the previous
module. One empathy map may be created during this session. They are required to work on the remaining
empathy maps with their teams over the course of the week, and have them ready before the next session.

Materials required:

● A1-sized Chart Paper

● Post-its
 27
● Pens and Markers
● Printable Empathy Map Template:
https://drive.google.com/file/d/1R_OTaxCCJfBIjtKjuzu-eaL3Ai6mqxmi/view?usp=sharing

Presentation Slides: https://drive.google.com/open?id=1ONu3qhuBKsQiplkOcHwRjZpGwlIL53XP

Presenter Notes: https://drive.google.com/open?id=1HRK_0Vv6sv1zBrelbgi7o6J5xnzVjbb6

 28

MODULE C

Storytelling & Tools for Innovation

| STEP INTO USERS’ SHOES - CUSTOMER JOURNEY MAPS
 29

C.3: STEP INTO USERS’ SHOES - CUSTOMER JOURNEY MAPS

- Introduction
10minutes | Group Discussion

Previous module recap. Share insights from the reading & reflection exercises.

- Critical Reading & Reflection

30minutes | Individual Activity

Participants are instructed to read the following article. Please ensure that this is printed in color - the
photographs must be clearly visible.

How A Customer Journey Map Can Help You Improve User Experience
https://drive.google.com/file/d/1pKO2qI7N3Wka73c3T1nLVIuCODGlDN04/view?usp=sharing

Worksheet (questions):
https://drive.google.com/file/d/1KvhT26V9WfTOWI84p0OmXIumy8f11iEX/view?usp=sharing

After reading the article, participants are asked to write down their individual responses to the following
questions in the worksheet:

● What is a user persona? Why must we avoid stereotypes while creating one?
● What is a touchpoint on a Customer Journey Map (CJM)?
● Draw a quick CJM for your experience when you go to the vegetable vendor to buy 1kg of onions:
Define the important touchpoints in this experience. Define 2 user personas for your CJM - the buyer
and the seller.

Note: The critical readings have been shared in the form of a printable worksheet. Kindly ensure that every
participant is given a copy of the reading. Questions are to be answered in the handout. All handouts are to be
filed in a folder for the final assessment and documentation.

- Customer Journey Mapping

45 minutes | Presentation & Activities

Each group is required to create customer journey maps for their 3 different personas developed in the
previous modules. One CJM may be created during this session. They are required to work on the remaining
maps with their teams over the course of the week, and have them ready before the next session.
 30
Materials required:

● A1-sized Chart Paper

● Post-its
● Pens and Markers
● Printable Customer Journey Map Template:
https://drive.google.com/file/d/10crN6yDlA7gz_ZHg1TRkQKJ3mdkgodQB/view?usp=sharing

Presentation Slides: https://drive.google.com/open?id=1t2CM1BWkFikzl-NulwzNJSpmjL6KPOyh

Presenter Notes: https://drive.google.com/open?id=1iBWlW4qoVCZprhe8BMOY-ZckQDal8OHh

 31

MODULE D

The Design Challenge

D.1 | THE ART OF THE PITCH
 32

| THE ART OF THE PITCH

- Introduction

By this stage, students should be familiar with the following topics (covered in the previous modules):

● The 5 stages of the Design Thinking process → Empathise, Define, Ideate, Prototype, Test. This is not
a linear process.
● Applying the Thinking Hats to problems.
● Framing HMW (How Might We) questions.
● Tools: User Personas, Empathy Maps, Customer Journey Maps.

- The Art of the Pitch

30minutes | Presentation

In this section, participants are introduced to the Pitch. This is a key aspect of entrepreneurship - the ability to
articulate an idea and convey it to an audience is an essential skill.

Presentation Slides: https://drive.google.com/open?id=12NJ1paj3SzkTJyivVkSa94sHnB7wFk0M

Presenter Notes: https://drive.google.com/open?id=1cmVv91OAW5EbhSxrFqCp3aGPQ1ajIElW

- Develop & Present a 3-Minute Pitch

60 minutes | Activity

Participants are given time to develop a 3-minute pitch. Each team must develop a message map and
130-character headline for their proposed solution. (please refer to the slides)

- Sample Pitches | Recommended Videos

Watching other entrepreneurs pitch is highly recommended. Please share these videos with the participants
so that they may observe the skills and techniques needed to develop a good pitch. They may watch the
videos at home.

Note to Facilitators: The facilitator may choose to play any one video during the session depending on time
constraints. Kindly watch the videos before the session so that you are familiar with the content before
sharing it with the students.
 33
● Getting Behind the Perfect Investor Pitch: https://www.youtube.com/watch?v=n6x-IcNGBms
● How to do a 60-second startup pitch: https://www.youtube.com/watch?v=7SM8kVtYrpg
● How to give the perfect pitch - with TedX speech coach David Beckett - Young Creators
Summit 2016: https://www.youtube.com/watch?v=Njh3rKoGKBo
● Elevator Pitch Examples with Chris Westfall: youtube.com/watch?v=98WlZJqscVk
● Hoverr (India) Pitching at Echelon 2014 Top 10 Launchpad:
https://www.youtube.com/watch?v=KubZQUc_qiQ
● The Pitch - Elevator Round #3: https://www.youtube.com/watch?v=I5HIyqZOayA
● Shark Tank - Show on Netflix
● How Pitching Investors is Different Than Pitching Customers - Michael Seibel:
https://www.youtube.com/watch?v=pQnOBHNKlgs
 34

MODULE D

The Design Challenge

| PROCESS REVIEW
 35

| PROCESS REVIEW
- Introduction

By this stage, students should be familiar with the following topics (covered in the previous modules):

● The 5 stages of the Design Thinking process → Empathise, Define, Ideate, Prototype, Test. This is not
a linear process.
● Applying the Thinking Hats to problems.
● Framing HMW (How Might We) questions.
● Tools: User Personas, Empathy Maps, Customer Journey Maps.
● Explaining ideas in a clear and concise manner.
● Pitching ideas to an audience.

- Student Presentations
90 - 120 minutes | Peer Reviews

● Divide the class into 4 large groups. (Ensure that students stay with their respective teams)
● In each group, one team starts presenting their work in the following format:
○ Problem Area
○ Problem Statement/HMW Question
○ Insights - Personas
○ Insights - Empathy Maps
○ Insights - Customer Journey Maps
○ 30-second Elevator Pitch of their solution
● Other teams in the group assess the team on the basis of
○ Depth of research
○ Clarity of process
○ Communication
○ Feasibility of proposed solutions
○ Uniqueness of solutions

The facilitator must walk around the class while the peer reviews are in process. Please ensure that the
discussions are productive. Intervene to guide the process where required. Kindly make notes of any gaps or
observations and share feedback with the students at the end of the session.
 36

MODULE D

The Design Challenge

| TESTING, DOCUMENTATION & THE PITCH
 37

| TESTING, DOCUMENTATION & THE PITCH

This is the final session of the course. By this stage, participants must be ready with the following materials:

● Research materials and documentation of their process (interview notes, sketches, etc.)
● A clearly defined problem statement
● User Personas
● Empathy Maps
● Customer Journey Maps
● A proposed solution to the problem statement that has been developed using the mindsets,
methodologies, and tools covered in the previous modules.
● A prototype of their solution.

Final Deliverable: The participants are to make their final 20-minute presentation using the 10/20/30 rule (as
covered in D.3). Participants are to be assessed on the completeness of their presentation and the quality of
their ideas. They are to upload their PPTs to a common folder on Google Drive - this link is to be shared with
21ID for assessment and feedback.
 38

BOOK LIST

Recommended Reading List

 39

PRIMARY REFERENCES:
Book
Design Thinking for Strategic Innovation: What They Can't Teach You at Business or Design
School - Idris Mootee. ₹ 734
https://www.amazon.in/s?k=idris+mootee&ref=nb_sb_noss_2

Glossary of Design Thinking Terminology used in the Course

A - F : https://uxdict.io/design-thinking-glossary-a-f-4838feec2f82
G - P : https://uxdict.io/design-thinking-glossary-g-p-e8eb4c0e960d
Q - Z :https://uxdict.io/design-thinking-glossary-q-z-bd41435770db

REFERENCE BOOKS:

1. Zero to One: Note on Start-Ups, or How to Build the Future ₹ 284

https://www.amazon.in/Zero-One-Start-Build-Future/dp/0753555190/
2. The Lean Startup: How Constant Innovation Creates Radically Successful Businesses ₹ 410
https://www.amazon.in/Lean-Startup-Innovation-Successful-Businesses/dp/0670921602/
3. Start With Why: How Great Leaders Inspire Everyone To Take Action ₹ 273
https://www.amazon.in/Start-Why-Leaders-Inspire-Everyone/dp/0241958229/
4. The $100 Startup: Fire Your Boss, Do What You Love and Work Better To Live More ₹
209
https://www.amazon.in/100-Startup-Fire-Your-Better/dp/1447286316/
5. Hooked: How to Build Habit-Forming Products ₹ 368
https://www.amazon.in/Hooked-How-Build-Habit-Forming-Products/dp/0241184835/
6. Elon Musk: How the Billionaire CEO of Spacex and Tesla is Shaping Our Future ₹ 420
https://www.amazon.in/Elon-Musk-Billionaire-Spacex-Shaping/dp/0753555638/
7. The Power of Habit: Why We Do What We Do, and How to Change ₹ 308
https://www.amazon.in/Power-Habit-Why-What-Change/dp/1847946240/
8. The Subtle Art of Not Giving a F*ck ₹ 264
https://www.amazon.in/Subtle-Art-Not-Giving/dp/0062641549/
9. The 80/20 Principle: The Secret to Achieving More with Less ₹ 304
https://www.amazon.in/80-20-Principle-Secret-Achieving/dp/0385491743/
10. Outliers: The Story of Success ₹ 303
https://www.amazon.in/Outliers-Story-Success-Malcolm-Gladwell/dp/014103625
11. Blue Ocean Strategy: How to Create Uncontested Market Space and Make the Competition
Irrelevant ₹ 742
https://www.amazon.in/Blue-Ocean-Strategy-Uncontested-Competition/dp/1625274491
12. Steve Jobs ₹ 316
https://www.amazon.in/Steve-Jobs-Walter-Isaacson/dp/034914043X/
 40
13. Entrepreneur 5 P.M. to 9 A.M.: Launching a Profitable Start-Up without Quitting Your Job
₹ 193 https://www.amazon.in/Entrepreneur-P-M-M-Launching-Profitable/dp/8129123932/
14. Blitzscaling: The Lightning-Fast Path to Building Massively ₹ 372
https://www.amazon.in/Blitzscaling-Lightning-Fast-Path-Building-Massively/dp/0008303630/
15. Purple Cow: Transform Your Business by Being Remarkable ₹ 307
https://www.amazon.in/Purple-Cow-Transform-Business-Remarkable/dp/014101640X/
16. Sapiens: A Brief History of Humankind: Amazon.in: Yuval Noah Harari ₹ 292
https://www.amazon.in/Sapiens-Humankind-Yuval-Noah-Harari/dp/0099590085/
17. Antifragile: Things that Gain from Disorder ₹ 304
https://www.amazon.in/Antifragile-Things-that-Gain-Disorder/dp/0141038225/
18. Grinding It Out: The Making of McDonald's ₹ 227
https://www.amazon.in/Grinding-Out-McDonalds-Ray-Kroc/dp/1250127505/
19. Creative Confidence: Unleashing the Creative Potential Within Us All ₹ 247
https://www.amazon.in/Creative-Confidence-Unleashing-Potential-Within/dp/0007592515/
20. The Art of Innovation (Updated) ₹ 399
https://www.amazon.in/Art-Innovation-Updated-42446/dp/1781256144/
21. Design Thinking for Strategic Innovation: What They Can't Teach You at Business or Design
School ₹ 650
https://www.amazon.in/Design-Thinking-Strategic-Innovation-Business/dp/8126572698/
22. Sprint ₹ 403
https://www.amazon.in/Sprint-Jake-Knapp/dp/0593076117/
23. The Design of Everyday Things ₹ 678
https://www.amazon.in/Design-Everyday-Things-Don-Norman/dp/0465050654/
24. Don't Make Me Think, Revisited: A Common Sense Approach to Web Usability (3rd Edition)
₹ 450
https://www.amazon.in/Dont-Make-Think-Revisited-Usability/dp/9332542864/
25. Design as Art (Penguin Modern Classics) ₹ 399
https://www.amazon.in/Design-Art-Penguin-Modern-Classics/dp/0141035811/
26. Hooked: How to Build Habit-Forming Products ₹ 368
https://www.amazon.in/Hooked-How-Build-Habit-Forming-Products/dp/0241184835/
27. Emotional Design ₹ 820
https://www.amazon.in/Emotional-Design-Don-Norman/dp/0465051367/
28. Gamestorming: A Playbook for Innovators, Rulebreakers, and Changemakers ₹ 549
https://www.amazon.in/Gamestorming-Playbook-Innovators-Rulebreakers-Changemakers/dp
/9350230666/
29. Value Proposition Design: How to Create Products and Services Customers Want ₹ 531
https://www.amazon.in/Value-Proposition-Design-Products-Customers/dp/8126553073/
30. The Ten Faces of Innovation ₹ 359
https://www.amazon.in/Ten-Faces-Innovation-Tom-Kelley/dp/1781256152/
31. The Art Of Creative Thinking ₹ 299
https://www.amazon.in/Art-Creative-Thinking-Rod-Judkins/dp/1444794485/
32. Lateral Thinking: A Textbook of Creativity ₹ 299
https://www.amazon.in/Lateral-Thinking-Creativity-Edward-Bono/dp/0241257549/
 41
33. This is Service Design Thinking: Basics, Tools, Cases ₹ 2234
https://www.amazon.in/This-Service-Design-Thinking-Basics/dp/1118156307/
34. The Design of Business ₹ 1249
https://www.amazon.in/Design-Business-Roger-L-Martin/dp/1422177807/
35. Innovator's Dilemma: When New Technologies Cause Great Firms to Fail (Management of
Innovation and Change) ₹ 818
https://www.amazon.in/Innovators-Dilemma-Technologies-Management-Innovation/dp/14221
9602X/
36. FRUGAL INNOVATION: HOW TO DO BETTER WITH LESS ₹ 400
https://www.amazon.in/FRUGAL-INNOVATION-HOW-BETTER-LESS/dp/9350099853/
37. The Design Thinking Playbook: Mindful Digital Transformation of Teams, Products, Services,
Businesses, and Ecosystems ₹ 1998
https://www.amazon.in/Design-Thinking-Playbook-Transformation-Businesses/dp/111946747
0/
38. Thinking, Fast and Slow (Penguin Press Non-Fiction) ₹ 309
https://www.amazon.in/Thinking-Fast-Penguin-Press-Non-Fiction/dp/0141033576/
39. Nudge: Improving Decisions About Health, Wealth and Happiness Paperback ₹ 300
https://www.amazon.in/Nudge-Improving-Decisions-Health-Happiness/
40. Creating Innovators: The Making of Young People Who Will Change the World ₹ 475
https://www.amazon.in/Creating-Innovators-Making-People-Change/dp/145161151X/ref=sr_1
_5?keywords=innovator&qid=1560666294&s=gateway&sr=8-5
41. Essays of Warren Buffett ₹ 650
https://www.amazon.in/Essays-Warren-Buffett-Lawrence-Cunningham/dp/8126557192/ref=sr
_1_1_sspa?crid=31EYPGJAJ81XE&keywords=the+essays+of+warren+buffet&qid=1560666
276&s=gateway&sprefix=the+essays+of+%2Caps%2C304&sr=8-1-spons&psc=1
42. Wired to Care: How Companies Prosper When They Create Widespread Empathy ₹ 2022
https://www.amazon.in/Wired-Care-Companies-Prosper-Widespread-ebook/dp/B001QL5MY
Q/ref=sr_1_1?keywords=wired+to+care&qid=1560665995&s=gateway&sr=8-1
43. The Achievement Habit: Stop Wishing, Start Doing and Take Command of your Life ₹ 916
https://www.amazon.in/Achievement-Habit-Wishing-Start-Command/dp/0062356100/ref=sr_1
_1?keywords=the+achievement+habit&qid=1560665958&s=gateway&sr=8-1
44. Exposing the Magic of Design: A Practitioner's Guide to the Methods and Theory of
Synthesis (Human Technology Interaction Series) ₹ 2427
https://www.amazon.in/Exposing-Magic-Design-Practitioners-Interaction/dp/0190276215/ref=
sr_1_1?crid=107L48WWVIUVU&keywords=exposing+the+magic+of+design&qid=156066590
3&s=gateway&sprefix=exposing+the+magi%2Caps%2C295&sr=8-1
45. Make Space: How to Set the Stage for Creative Collaboration ₹ 1941
https://www.amazon.in/Make-Space-Stage-Creative-Collaboration/dp/1118143728/ref=sr_1_
1?keywords=make+space&qid=1560665837&s=gateway&sr=8-1
46. Rapid Viz: Techniques for the Rapid Visualization of Ideas ₹ 1017
https://www.amazon.in/Rapid-Viz-Techniques-Visualization-Ideas/dp/0913232769/ref=sr_1_2
?keywords=rapid+viz&qid=1560665767&s=gateway&sr=8-2
47. Insight Out: Get Ideas Out of Your Head and Into the World eBook: Tina Seelig ₹ 2035
 42
https://www.amazon.in/Insight-Out-Ideas-Your-World-ebook/dp/B00LSRQZVM/ref=sr_1_2?k
eywords=insight+out&qid=1560665665&s=gateway&sr=8-2
48. The Designful Company: How to build a culture of nonstop innovation (Voices That Matter)
₹ 4053
https://www.amazon.in/Designful-Company-culture-nonstop-innovation/dp/0321580060/ref=sr
_1_1?keywords=the+designful+company&qid=1560665609&s=gateway&sr=8-1
49. Designing for People ₹ 1050
https://www.amazon.in/Designing-People-Henry-Dreyfuss/dp/1581153120/ref=sr_1_1?keywo
rds=designing+for+people&qid=1560665452&s=gateway&sr=8-1
50. Change by Design ₹443
https://www.amazon.in/CHANGE-DESIGN-REVISED-UPDATED-Timothy/dp/0062967096/ref
=sr_1_2?keywords=change+by+design&qid=1560664886&s=gateway&sr=8-2
51. Design Thinking: Understanding How Designers Think and Work ₹ 1702
https://www.amazon.in/Design-Thinking-Understanding-Designers-Think/dp/1350092665/ref=
sr_1_1?crid=3J66U8JUJDYLU&keywords=nigel+cross+design+thinking&qid=1560665037&s
=gateway&sprefix=nigel+cross+%2Caps%2C279&sr=8-1
52. Designing for Growth - A Design Thinking Tool Kit for Managers (Columbia Business School
Publishing) ₹ 1894
https://www.amazon.in/Designing-Growth-Thinking-Managers-Publishing/dp/0231158386/ref
=sr_1_1?keywords=designing+for+growth&qid=1560665392&s=gateway&sr=8-1
53. The Designing for Growth Field Book - A Step-by-Step Project Guide (Columbia Business
School Publishing) ₹ 1349
https://www.amazon.in/Designing-Growth-Field-Step-Step/dp/023116467X/ref=sr_1_2?keyw
ords=designing+for+growth&qid=1560665392&s=gateway&sr=8-2
54. The Innovator’s DNA ₹ 875
https://www.amazon.in/Innovators-DNA-Dyer/dp/1422134814/ref=tmm_hrd_swatch_0?_enco
ding=UTF8&qid=&sr=
55. Get Backed: Craft Your Story, Build the Perfect Pitch Deck, and Launch the Venture of Your
Dreams ₹ 1542
https://www.amazon.in/Get-Backed-Perfect-Launch-Venture/dp/1633690725/ref=pd_sim_14_
8?_encoding=UTF8&pd_rd_i=1633690725&pd_rd_r=2d48709b-900c-11e9-ad6e-fbb616cacb
ad&pd_rd_w=lkZPp&pd_rd_wg=34lpd&pf_rd_p=3ba80840-2950-4d64-ba61-c68a14bd0939&
pf_rd_r=BJYXSBSM6732ETSD88EW&psc=1&refRID=BJYXSBSM6732ETSD88EW
56. Designing Products People Love: How Great Designers Create Successful Products ₹ 575
https://www.amazon.in/Designing-Products-People-Love-Successful/dp/9352132947/ref=sr_
1_2?keywords=designing+for+people&qid=1560665357&s=gateway&sr=8-2
57. Business Model Generation ₹ 413 Kindle Edition
https://www.amazon.in/Business-Model-Generation-Alexander-Osterwalder/dp/8126533676/