Design Thinking for Innovation

for MBA 1st year Full Time students

at IIM, Bodh Gaya

Conducted by,
Rohit Swarup
Chairman, Innovation & Research Foundation
Founder Director Xplora Design Skool | Futurz Xplored
Session Date Topics Readings and Cases Assignments Due

1 Wednesday 9th Orientation to Design Thinking -

Dec. 2020
2 Monday 14th Dec. Observation -
2020
3 Wednesday 16th Empathy Individual - Observation
Dec. 2020
4 Wednesday 23th Design Thinking understanding through class Post Session : HBR Articles. Tim Brown -
Dec. 2020 discussion on video cases and Roger Martin, Design for action, HBR
September 2015. Tim Brow, Design
Thinking; HBR June 2008
5 Thursday 24th Mentorship Team Work for Observation & Empathy
Dec. 2020
6 Saturday 26th Dec. Problem Articulation Individual – Observation & Empathy
2020
7 Tuesday 29th Dec. Problem Solving - Ideation IRF Material Individual - Problem Articulation
2020 Individual Reflective Note 1
8 Saturday 2nd Jan. Mentorship Team Work for Problem Articulation &
2020 Solution

9 Tuesday 5th Jan. Prototyping & Testing Individual - Final Solution

2020
10 Thursday 7th Jan. Mentorship Team – Complete Project Deliverables
2020
11 Saturday 9th Jan. Final Presentation Final Team Presentation – Class PPT,
2020 Video. Individual Reflective Note 1 + 2
 Design Thinking Project
Team Formation : Group of 6
Selection of Organization/Domain, Product/Service
• Keep in Mind which organization exists in your vicinity for each of
the group members
• It could be Private, Public (Ideally the kind of organization you will
like to get employed at)
 Project Selection
• E.g. in each team member’s vicinity :
– IT Companies
– Manufacturing units
– Logistics organizations
– Consulting
– Bank
– Retail outlet
– FMCG
– National Chains in food & beverages, hotels
– Waste Management, Municipal Corporation, Traffic Police
• Kindly ensure utmost care when you take the field research i.e.
Protocol for current COVID situation.
Stationery requirements for Next Session
• Post it : 1 pack each per participant (a. Big Yellow) & b. 3 Colour pack)

• Chart Papers – 3 different colours

• Pencils, pen, eraser, sharpener

• Sketch pen set (1)

• A4 Sheets (10 per participant)

• Hand held small Note pad for field observations (1 per participant)
Every manager needs
design.
But what is it?
Tim Bernnan of Apple’s
Creative Services Group,
drew the above picture.

And we have simplified

into a structured
process.
 b.
Empathy
(Deep
Insights)
Empathy is how you feel when you
stand in the shoes of others or
stakeholders, you start behaving,
feeling and acting like the
stakeholders do and when you
transform into being the
stakeholders you develop a capacity
to capture the insights, insights are
the problems, desires, needs, wants
of the stakeholders. So here you
have to develop empathy such that
you can explore the deeper insights
of the stakeholders to get a more
comprehensive understanding.
Video 1
1. Empathy is when you are able to understand and care about

someone’s else's feelings

2. Imagine about exactly how the other person feels

3. Empathy is when you felt about how the other person felt
 EMPATHY

(Ethnographic study, Anthropology, Pattern recognition)

 Video 2

Ethnographic Study
 We have done this
before in System Study
We have done this
i.e. AS IS phase
Video 3
 Stake holder 1 Stake holder 2

COGNITIVE- I understand how you see I think the workers never

THOUGHT things i.e. your perspective. work
(MENTAL MODEL) What mental models you have
SOCIAL - FEELING Sensing in yourself I met the worker and he
immediately what other said that he has concerns
person is feeling with his team. I could feel
how he felt.
EMPATHETIC Not just feel but want to help I could feel that the worker
CONCERN is low in moral due to non
appreciation and I spent
time with the person to
find the root cause and
suggest ways
 Assignment 1
Select a Stake Holder
Lets Create Persona for that Stake holder
 Create
a Persona
on an
A4 sheet
e.g. AirBnB - Host Persona Production
• Personal Details: Who did you meet? (name,

profession, age, location, etc.)

• Interesting Stories: What was the most

memorable and surprising story they told?

• Motivations: What did this person care about the

most? What motivates him or her?

• Barriers: What frustrated them?

• Interactions: What was interesting about the way

they interacted with their environment?

• Remaining Questions: What questions would you

like to explore if you had another conversation with

this person?
DO’S
DO’S
 From the 5W & H & 7 Whys
Lets find Problems & Possibilities
 QUESTIONNAIRE

5W&H 7 Whys
 Assignment 2 : Any process i.e.
Academic/Administrative Process

Select 1 Stake holder & Create 5 W & H

Individual Exercise

On an A4 Sheet
Choose a stake holder & create a questionnaire
 Assignment 3 :

Select 1 Stake holder & Use 7 Whys to dig deeper

On an A4 Sheet
 Tools to find problem & possibility

Laddering : 7 Whys to dig deeper (ROOT CAUSE ANALYSIS)

A. From one of the answers we got using 5W&H, that is

interesting, lets create 7 whys and dig deeper
e.g. billing queue is a problem – no it’s a symptom – lets ask why? To find
problem. Is it crowded only at a time/are they short of
manpower/machines/space. Lets ask next why ? Business not well/
commodity store etc.

B. From the data we got in the Observation phase that is

interesting, lets create 7 whys and dig deeper
Preparing for Field for Finding Problems & Possibilities

Individual Interview
Telephonic (Short), In-depth Interview

Group Interviews
You can come to a quick understanding of
a community’s life, dynamics, and needs by
conducting a Group Interview.

Expert Interview
Experts can fill you in quickly on a topic, and
give you key insights into relevant history,
context, and innovations.
EMPATHY CANVAS ON AN A0 SIZE CHART PAPER

Cluster 8
Cluster 1

Cluster 3
Cluster 2 Cluster 7

30 mins

Cluster 5

Cluster 6
Cluster 4

How to Cluster?
Look at the data,
• Now observe similar topics, things etc
• Cluster similar ones together
• Give the Clusters a title
DO’S
DO’S
AirBnB - Empathy: Customer Story Walls 01
AirBnB - Empathy: Customer Story Walls 02
 From the.. Interviews
We also create Journey Map
 Creating a Journey Map
A journey map, allows you to visualize a process beginning
to end. This simple framework will help you to more easily
imagine the entire flow of an experience, whether it’s
how a service may work or all the touch points of a
customer’s journey with a product. This doesn’t need to be
an in-depth, detailed representation, but rather a quick-
and-dirty way of thinking out how a process unfolds.
A Customer Journey map could be interpretation of
the overall story from an individual's perspective of
their relationship with an organization, service,
product or brand, over time and across channels.
Step 1 : Touch Points
Step 2 : Sequence
Step 3 : Emotional Journey over time
CUSTOMER JOURNEY EXAMPLE : CAR PURCHASE
• Customer purchase journey
• Customer searching for products and services
• Employee daily activity e.g. HR, hierarchy, team dynamics
attendance, appraisals.
• Operations where we have machinery and service sector.
E.g usage of machine, environment, ergonomics etc. for
service sector e.g. client satisfaction, inter department
working.
• In finance., Financial products, awareness, information,
query,
 LINDA’S JOURNEY MAP
Browse information or learn more on a general topic
30 mins
DO’S
 Assignment 4 :

Select 1 Stake holder & Create Journey Map

On an A4 Sheet
DO’S
DIFFERENCE BETWEEN EMPATHY &
SYMPATHY
Brené Brown on Empathy
 To the Field
to find..
problems (pain) & possibilities
 Field Work deliverables..
Each team

Observation Canvas
• Stake holder list Empathy Canvas
• Activities • 60 observations
• Process-systems • 8 clusters
• Customer touch points • 5 deep insights (pain/possibility)
• 60 observations • 1 Journey Map
• 8 clusters • 2 Personas
• 5 deep insights (pain/possibility)
 Thank you.
[email protected]