Management of Design

MBA Full Time Students

Conducted by,
Rohit Swarup
Chairman, Innovation & Research Foundation
Founder Director Xplora Design Skool | Futurz Xplored
Date Session Topic Session Timing
Design & Managerial
March 1 Competence. Project ::
13 Problem Articulation 2 hour at Campus individual classes

March 2, 3 Query Solving on Problem

14 Articulation & Ideation 2 hours at Campus combined class
March Mentorship on Problem
4
19 Articulation & Ideation 2 hour ONLINE individual classes

March 5 Prototyping & Testing

20 2 hours ONLINE combined class
March Mentorship
6
23 2 hour at Campus individual classes
March Business Solutions & Industry
24 7 Case Studies 2 hours ONLINE combined class
April 1 8 Presentation & Quiz 2 hours at Campus individual classes
April End Term Exam 2 hours
Innovation Day : Generally on Institute Day
Experiment :
Ideation
Ideation is applicable to what all in a
Business Setting ?
• Core Problem - Insights
• Symptoms
• Pain Relivers
• Gain Creators
• Value Proposition
• All 9 domains of Business Model Canvas
“ The best way to have a good idea
is to have lots of ideas.”
Linus Pauling

Video 1
 Discussion…

The 3 areas,

1. Quantity : As many ideas as possible

2. Novelty : Uniqueness

3. Charettes : where we bring in User to generate ideas with us

 Sources for ideation..

Structured Approach : SCAMPER (Tool)

Radical Ideas : Lateral Thinking

Incremental Ideas : Divergent Thinking

 How to apply SCAMPER

• Identify the Value Chain

• Break the Product / Service into sequential aspects / parts
• Identify the Business Model, and, Launch Plan and break
them into sequential steps
• For each of the step / part / value component apply
SCAMPER
Keep the list of Problem Statements
in front of you
 SCAMPER for Ideas
S – SUBSTITUTE – What elements of this product/service can be substituted?

C – COMBINE – How can this product/service be combined with other products/services?

A – ADAPT – What idea from elsewhere can be altered or adapted?

M – MODIFY/MAGNIFY – Can any component be greatly enlarged or greatly reduced?

P – PURPOSE – What completely different purpose can the product/service have?

E – ELIMINATE – What elements of the product/service can be eliminated?

R – REVERSE/REARRANGE – How can the product/service be rearranged / can the process be

reversed?
Vegetables have the same nutritional values as any other meat products
And also animal products promote more diseases than vegetable.
So learn to boorish your body without a non vegetarian meal.
Be Vegetarian
ELIMINATE
REARRANGE
 SUBSTITUTE

McDonald’s replaced the traditional (then) potato chips

with the world famous French Fries.
In 1961, they substituted the then “Speedee” logo with
the iconic Golden Arches logo – which was inspired by
McDonald’s architecture at the time.
 COMBINE
McDonald’s focus went from just burgers, to a whole
new range of products and services.

Simple things like introducing the “Triple Thick

Milkshakes”, “Big Mac”, and the “Hot Apple Pie”, are all
good examples of this.

McDonald’s collaborated with Disney to get children to

buy Happy Meals. Combining a free toy with the meal
inside for the children.
 ADAPT
Their Drive Thru concept is based on the principles of a
fast Formula 1 pit stop, where the racing car stops
during a race for refueling, new tires, repairs.. etc.
 MODIFY/MAGNIFY
• A number of franchise owners wanted to expand the basic menu. The
solution was to Magnify the burger and out came Big Mac.

• In the middle east, they modified their sandwich to appeal to

the Arabian culture, using Arabian flatbread bread instead of the
traditional bun.

• The McDonald’s brothers aspired to become a nationwide franchise,

and in 1965 they reached 700 restaurants throughout the US. They
then went international in 1967, opening restaurants in Canada and
Puerto Rico. Today, they are in 119 countries around the world.
 PUT TO OTHER USE
• To develop other sources of income, McDonald’s invested
in the real estate business. They would lease and
develop a site, then release it to the franchisee, who
would have to pay rent as well as franchise fees. Today,
company’s highest revenue comes from real estate.
 ELIMINATE
• After the alterations in 1948, the restaurant went from a typical drive-in, with a
car hop service, to a self-service drive-in.
 REVERSE/REARANGE

• McDonald’s introduced a new consumer experience by

having them pay first then eat.

 Video : Tesco → Home Plus
Come up with as many ideas as possible
 e.g.
COMBINE
Helper Questions
What ideas or parts or activities or processes can be combined?
Can I combine or recombine its parts 'purposes or objective or aim ?
Can I combine or merge it with other objects?
What can be combined to maximize the number of uses?
What materials could be combined?
Can I combine different talents to improve it?

Trigger Words
amalgamate, become one, blend, bring together, come together, commingle, conjoin, fuse, intermix,
join, link, merge, mingle, mix, relate, unite etc.
© All rights reserved. 2019. Innovation &
Research Foundation (IRF)
Sources for ideation..

SCAMPER (Tool)

Lateral Thinking
Divergent Thinking

https://www.youtube.com/watch?v=lqT_dPApj9U
Creative thinking is not a talent,
it is a skill that can be learnt.
- Edward de Bono
 Lateral Thinking

• Tool for Lateral Thinking : Forced Connection

Keep the ‘Problem Statement’ in front of you

All ideas generated should be in context to the problem statement

 Forced Connection
1. Level 1: Make a list of 10 random words (more random better)
2. Connect the random word directly with Problem Statement
3. By Connecting random word with a problem statement,
➢ If you get a new relevant idea = Great!!
➢ If not : Take the next random word

4. Exercise : 15 min. Generate as many ideas as possible using this

tool → Now Share your top 2 ideas
 Sources for ideation..

SCAMPER (Tool)

Lateral Thinking
Divergent Thinking

Intelligence is something we are born with.

Thinking is a skill that must be learned.
- Edward de Bono
Divergent Thinking
 Divergent Thinking : Connect
1. Keep the problem statement in front of you
2. Select a word from Business Canvas
3. Connect this word from Business Canvas with the problem
statement and generate idea
4. A new idea emerges
5. Exercise : 15 min. Generate as many ideas as possible using this
tool → Now Share your top 2 ideas
Keep the ‘Problem Statement’ in front of you

All ideas generated should be in

context to the problem statement
 Divergent Thinking on Business Canvas
1. Lets take Customer Segment Take a post it from Observation OR Empathy
Canvas
(Demographic, Psychographic profiling)
Connect these words
1. Age
e.g.
2. Sex
3. Education Word from Canvas is ‘Protection’

4. Locality of stay Resulting Idea,

Protection will be different for different
5. Economic standing demographic profiles e.g. protection for children,
protection for women, and other stake holders.
6. Social standing
7. Emotion based
8. Cultural
 Ideas to THE Idea

From the exercises you have many ideas i.e. from Lateral,
Divergent & SCAMPER

From these select the most promising top 3 for taking

further

All ideas generated should be in context to the problem

statement
 Thank you.
[email protected]