DESIGN THINKING

SESSION 1

WHAT IS DESIGN THINKING? CONCEPTUAL FRAMEWORK OF DESIGN

THINKING, PROCESS OF DESIGN THINKING, PRINCIPLES OF DESIGN
THINKING
Session 1 Introduction to Design Thinking and it’s methodology
Objective of the session What is Design Thinking?
Subtopics to be covered What is design thinking? Conceptual Framework of Design Thinking, Process of Design thinking, Principles of Design
Thinking

Readings Chapter 1: Tim Brown; Change By Design; Harper

Design thinking- Forbes India.
http://www.forbesindia.com/article/darden-school-of-business/seven-steps-of-design-thinking/54045/1

What is design thinking & why is it important?

https://online.hbs.edu/blog/post/what-is-design-thinking

Case Title & Number Brief video explainer by Harvard Business Review:
https://youtu.be/_WI3B54m6SU

Case: Embrace baby-warmer for mothers by using design thinking techniques such as reframing
https://extreme.stanford.edu/projects/embrace/

Pedagogy Class Discussion, Video, Lecture, Paired activity

ARE YOU CREATIVE?
IS IT NEW PHENOMENA?
TIME TO PONDER
HOW WOULD YOU DEFINE DESIGN THINKING?
POSITIVE OUTCOMES FOR YOUR CAREER

•Marketing managers
•Executives
•Industrial engineers
•Graphic designers
•Software developers
•General and operations managers
•Management analysts
•Personal service managers
•Architectural and engineering managers
•Computer and information systems managers
WHAT IS DESIGN
THINKING? (HBR)

• https://youtu.be/_WI3B54m6SU
• DT- Strategy making process, tools, shifting
focus to human behaviour
• Popularised by David M Kelly and Tim Brown
IDEO & Roger Martin , Rotman School
• Three major stage: Invent a future (observe
and ask questions about their behaviour), Test
(iterative prototyping) ,Bring to life
 DESIGN THINKING

Human
centric
Design thinking focuses on : Focuses on solution:

Creativity Desirable for the user Hands on

Prototyping Iterative
Innovation Viable for business and testing

User centricity Technologically feasible

Empathy
with target Redefines
problems
WHAT audience
ICEBERG
Solution
based
WHY approach
WHAT IS DESIGN THINKING?
• Design thinking is a human- centred approach for problem solving and product generation driven by creativity, customer
empathy and iterative learning.
• Systematic and collaborative approach for identifying and creatively solving problems
• Structured/methodological problem solving framework that takes the user’s feedback at various points of the lifecycle and
helps to arrive at the solution in a flexible and iterative manner
• Design thinking delving to the core of user’s problem, exploring and validating ideas
• Major components of Design thinking: User needs, Business success, Technological Possibilities
• Offers a defined process for innovation (like trial and error but expensive , time consuming)

• Real projects, experiential

Design has a stronger focus on understanding design elements like scale, space, balance, colours, composition, to create desired
experiences -> Heads down on problem!
BUT,
COMPANIES USING DESIGN THINKING

1.AT Kingwood Trust UK

2.Burberry
3.Uber
4.Airbnb
5.Designing for the Homeless
6.Clean Team
BoA 7.Pillpack
8.IBM
9.Netflix
10.NIKE
11.Netflix
12.Fedex

https://www.jigsawacademy.com/
blogs/design-thinking/design-
thinking-examples/
WHY DESIGN THINKING?

• Jobs that require design thinking statistically have higher salaries

• Top 10 technical skills : Web development, SEO, UX Testing, Data Visualization, Design
thinking (2021)
• Design-driven companies outperform the S&P 500
by 219% https://www.dmi.org/page/DesignValue/The-Value-of-Design-.htm
• According to a study by Parsons New School, 75% of organizations self-report
that they are engaged in design thinking
THREE OVERARCHING THEMES OF DESIGN
THINKING
• Inspiration
-The goal of the approach should be to uncover their real objectives, gain a deeper
understanding of their issues, and draw inspiration from their experiences.
• Ideation
-In the ideation stage, you should not limit yourself to what has previously worked.
Instead, one should experiment with bold ideas to overcome difficult challenges.
• Implementation
-In the implementation stage, building prototypes, testing hypotheses, receiving feedback,
and iterating the concept are all part of it.
TO SUM UP..

Brown

RULE: DEFER ALL JUDGEMENT

 VARIED MODELS OF DESIGN THINKING

• There are many models of design thinking

that range from three to seven steps.
• Investigation – Creation –
Experimentation (McGill University) – 3
• Empathize – Define- Ideate –Prototype-
Test (Stanford) – 5

• UK Design council- Diamond Model

• Darden School (Reading)
STAGES OF DESIGN THINKING PROCESS: 4
QUESTIONS, 10 TOOLS (GROWTH BOOK)

• Makes some choices

• Find the sweet spot

Divergent
Convergent

into the marketplace

• explores current reality • Envisions a new future
• identify the real problem • Consider possibilities
or opportunity • Creativity focused
• exploratory • Ideation
FIVE PROCESS OF DESIGN THINKING (NOT
SEQUENTIAL ORDER) D.SCHOOL

https://www.youtube.com/watch?v=GeUXQ_L-35M
 EMPATHIZE

• Human centered approach

• Focus on user
• Detailed focus on metrics and analysis
• Perform research to know DEI state
• Empathy as feedback -> Re-strategize, process
alignment with innovative solutions
• Non-Judgemental Approach
DEFINE

• Tackle problem/issue based on research in empathy stage

• Reframe perceived problem/bottlenecks
• Look at the bigger picture
• Encorage team to gather Problem solving approach/techniques
• Authentic solutions
IDEATE

• Open to alternate perspective

• Creativity and ideation
• Strategize solutions of the problem
• Divergent styles of thinking
• Maximum brainstorming
• Convergent style of thinking
• Merge and refine insights
• Sharing ideas and prioritize

Idea generation methodology

PROTOTYPE

• Two types of Prototypes: Low (early stage) fidelity and Medium fidelity(last stage) wireframes
• Visual details
• Interaction between elements of the design
• Shows how it works? Validation by resolving obstacles
• Functionality
• User testing
• Open to client Feeback (quick iteration)
TESTING

• Smaller scale or on live platform

• Testing performance for each process to real users and get feedback
• Optimized user experience? Scope of improvement
• User reports to be detailed, clear, specific (primary aspects) and standardized based on
prototype
CONCLUSION

• “Creativity isn’t some rare gift to be enjoyed by the lucky few – it’s a natural part of
human thinking and behaviour,” the authors explain. “We are stunned at how quickly
people’s imagination, curiosity and courage are renewed with just a small amount of
practice and encouragement,” Tom and David
RECAP
END