ASSIGNMENT

INNOVATION AND ENTERPRENEURSHIP

TOPIC:
DESIGH THINKING PROCESS

Submitted to: Miss Aliya Saeed

Submitted by: Sadia Siddiq

Dated:25 April,2021.
DESIGN THINKING PROCESS

INTRODUCTION TO DESIGN THINKING PROCESS

Design thinking has emerged as a powerful technique for driving innovation. In fact some of the leading
global brands – Apple, HBO, Google and Samsung to name a few – have adopted it as a means of
accelerating product innovation.

Most entrepreneurs are inherent design thinkers. They are always looking for problems that can be
solved and solutions that can be improved. They are empathetic to customers’ needs and naturally have
a curious mind that allows them to look at things unconventionally. This is how they can come up with
business ideas and turn them into sustainable business. Design thinking is used by companies large and
small, corporates and startups, private and non-profit businesses alike.

What do you understand about Design Thinking?

Design thinking is a human centered approach , concerned with solving complex problems in a highly
user-centric way. It focuses on humans first and foremost, seeking to understand people's needs and
come up with effective solutions to meet those needs

As an entrepreneur, it is crucial to understand the market and learn whether your product or service will
be helpful to the customers or not. As someone who is starting a new business venture, you must consider
the customer’s needs and design your brand accordingly.

Through the design thinking process, we first work on breaking down the business problem into smaller
aspects and then start thinking from the base level to come up with various solutions. Solutions are
compared with each other, and depending on the situation, the most suitable solution is selected. Design
thinking thus involves understanding the target users in an empathetic manner.

1. Steps in design thinking Process:

The five primary steps that an entrepreneur must remember are:

Empathizing – with the customers.

Defining – the challenges, needs, and wants.

Forming Ideas – different approaches are taken to come up with solutions for the problem.

Prototyping – products are made based on the different approaches

Testing – here the prototypes are tested and the faults plus benefits of the products are carefully studied

2. Step 1: Empathize:
Empathy is defined as “the action of understanding, being aware of, being sensitive to, and
vicariously experiencing the feelings, thoughts, and experience of another without having the
feelings, thoughts, and experience fully communicated in an objectively explicit manner.” It
describes the ability to put yourself in another person’s shoes; to truly see the world through their
eyes in a given context or situation.

Empathy is considered the starting point for any design project, and constitutes phase one of the
Design Thinking process. During the empathies phase, the designer spends time getting to know
the user and understanding their needs, wants, and objectives. This means observing and
engaging with people in order to understand them on a psychological and Emotional level.

The empathies phase requires you to set aside your assumptions. It’s human nature to assume that
others will think and feel the same as you in particular situations, but of course this isn’t always
the case. The first step in empathizing with your users is to suspend your own view of the world
around you in order to truly see it through your users’ eyes. When it comes to Design Thinking
and human-centered design, it’s time to stop guessing and start gathering real insights about the
user

a. What pain (problem, cause, need) am I trying to alleviate?⁸

If we want to please our customers, we need to anticipate their needs. The goal is to
understand consumer behavior at the deepest levels, to develop empathy with the person
we’re hoping to serve. While trying to understand your customer's behavior, first you
have to figure out what are the needs of your customer? What are the problem they are
facing .Your users don't just want you to understand and know their problems; they also
require you to take action and mitigate or eradicate their problems, thereby, increasing
the quality of their experience with your product.

Suppose we wish to start a business, the first thing in the process is to getting to know
about our customer , getting an insight about their needs , wants and the problem they are
facing. As prevailing condition of pandemic people find it difficult to do grocery
shopping , due to fear of getting infected, strict SOPs and lockdown situation.

First we have to observe the market, what’s missing in the market what product is already
available and what’s lacking from the market ,you have to fill those gaps e.g there are
many online retail store but many store do not offer perishable items like fruit ,
vegetables and meat and we wish to make grocery shopping experience convenient for
our customers.
Then we have to identify our customers for this purpose we have to do qualitative and
quantitative research and gather the desired information about the customer like, what
kind of customers need our product, what are the problems they are facing in existing
product what they really want what challenges or obstacles they facing in reaching their
desired product.
 b. Create Empathy map:

Empathy maps are tools that provide useful insights into customer behavior, helping businesses
understand their customers better. As it relies heavily on users’ emotional intelligence, it reveals
behavioral patterns and attitudes that enable companies to adapt their products according to users’ needs.
Empathy map explore user mindset, as well as what happens in her or his environment while interacting
with your product. Here are some points or questions which empathy map try to alleviate.

• What does the user say about a product?

• What does the user do while using the product?
• What does the user think about the product?
• How does the user feel about the product?
• Pain. What are some of the user’s pain points when using a product? Try to capture challenges
and obstacles that stand in the user's way.
• Gain. What does the user stand to gain from using your product?

c. Customers Map
Customer journey maps are research-based tools which design teams use to reveal
typical customer experiences over time and visualize the many dimensions and factors
involved. These enable brands to learn more about target users. Team members
 examine tasks and questions (e.g., what-ifs) regarding how a design meets or fails to
meet customers’ needs over time when they encounter a product or service

3. Step 2: Define

Now that you have gathered a significant amount of information on the customer and their context, you
need to define the right problem in order to find the right solution. Synthesize and analyze this data to
uncover the core problem that you should address with your solution.

During the Define stage, you put together the information you have created and gathered during the
Empathies stage. This is where you will analyze your observations and synthesize them in order to
define the core problems that you have identified up to this point. You should seek to define the
problem as a problem statement in a human-centered manner.

What ultimate impact and outcome you shall have by addressing this problem?

Assemble your findings and reach some conclusions. What’s driving their behaviors? What problems are
they trying to solve? Are they using features meant for other purposes or workarounds because the real
ones don’t exist yet? That’s called opportunity. And we have to take advantage of that opportunity.

• From the finding we conclude that People find it hard in doing grocery at this time of crises and
they need a safest and convenient way of doing grocery they should be provided grocery item at
their door step so they don’t have to go out.

4. Step 3:Ideate

During the third stage of the Design Thinking process, designers are ready to start generating
ideas. You’ve grown to understand your users and their needs in the Empathies stage, and you’ve
analyzed and synthesized your observations in the Define stage, and ended up with a human-
centered problem statement. With this solid background, you can start to "think outside the box"
to identify new solutions to the problem statement you’ve created, and you can start to look for
alternative ways of viewing the problem.

What can be some possible solutions for solving the problem?

 By observing the market we conclude that there is no proper online retail store who provides
perishable item to customers, there is a gap in the market and we have to fill those gaps by
providing a safest and convienent way of providing desired product at customer door step. By
this we can ease customer concerns and can help to protect our customers from potential
infection.

You can make a mind map or 6 thinking hats diagram.

• Mind Map: This diagramming technique helps you capture the free flow of ideas during a
brainstorming session and further develop an idea. It can also be used to breakdown
complex problems and find solutions and analyze information gathered during a research.

5. Step 4: Prototype:

This is the stage in which you produce inexpensive, low-fidelity prototypes of the product so as to
understand the effectiveness of the solutions you have come up with in the earlier stage.

“A simulation or sample version of a final product, which is used for testing prior to launch.” The goal of
a prototype is to test products (and product ideas) before sinking lots of time and money into the final
product. During this phase, something tangible is created, that will allow you to verify your idea in real
life.

6. Step 5: Testing
Designers test the complete product using the best solutions identified during the prototyping
phase. This is the final stage of the 5 stage-model, but in an iterative process, the results
 generated during the testing phase are often used to redefine one or more problems and inform
the understanding of the users, the conditions of use, how people think, behave, and feel, and
to empathies. Verify your idea in real life with actual users. Get feedback. Ask questions on how
to improve it.

Do you need to tweak your original question? Or is it fine?

As physical stores are closing and people look for alternatives to buying and selling face to face, e-
commerce is playing a crucial role. More and more people are switching to online retails in order to
meet their demands Changes in customer behavior should be seen as an opportunity: the ‘new normal’
will not be the same as the old one, and we can expect major upheavals, leading to radical innovations,
new market leaders, new business ecosystems, are booming. It is the high time that we should provide
our customers with a better safe and convienent shopping experience.

A design thinking process goal is to: change the way we look at the challenges around us. As the global
situation evolves, adopting a design thinking mindset will help you to reimagine your business in relation
to this unique social and economic context. Entrepreneurial businesses are, in many ways, in an
extremely fortunate position in this crisis since they are not constrained by the concrete structures of
established organizations. Instead, there’s a unique chance to pivot fast, using design thinking to update
offerings and be first-to-market with a product or service that matches needs and expectations in
innovative ways during a defining moment in global history.