Scribd
Upload
223 views

Design Thinking Assignment

Hi everyone, This is regarding the individual assignment as part of the Design Thinking course. About the assignment: Pick a project that you have already done at IIM Indore - this could be a business case competition, a course specific case challenge amongst others. We want you to to illustrate how you went about solving for the challenge earlier and how you would approach it now using Design Thinking methodology. Remember that Design thinking is best suited for user problems

Uploaded by

Prabhuti Singhania
Copyright
© © All Rights Reserved
Available Formats
Download as PDF, TXT or read online on Scribd
223 views

Design Thinking Assignment

Hi everyone, This is regarding the individual assignment as part of the Design Thinking course. About the assignment: Pick a project that you have already done at IIM Indore - this could be a business case competition, a course specific case challenge amongst others. We want you to to illustrate how you went about solving for the challenge earlier and how you would approach it now using Design Thinking methodology. Remember that Design thinking is best suited for user problems

Uploaded by

Prabhuti Singhania
Copyright
© © All Rights Reserved
Available Formats
Download as PDF, TXT or read online on Scribd
You are on page 1/ 6

DESIGN

THINKING

ASSIGNMENT
ISHA AWADHANI
2022PGP552
SECTION G
PROBLEM SOLUTION
In a recent case competition held by a top b- I arrived at the solution in 3 phases as below:
school, I was tasked with analyzing the cause Phase 1: RESEARCH I researched about the company, the

behind the low Transaction Conversion Rate industry(both national and global) as well as the key

of the company BEE CELEBRATIONS (an competitors in the business. I found that although there

online retailer of scented candles and puja was no single leader, there were several large brands that

kits). Further, a brand new social media had diversified into this stream, this making the industry

strategy as well as a scaling up methodology extremely competitive.


had to be developed. Phase 2: BRAINSTORMING After the initial research, I

started looking for ways in which my company could

differentiate itself from the competition. This involved

generating various ad campaigns, creative marketing

strategies, etc.
Phase 3: REFINING IDEAS After I had made a laundry list

of all the ideas that I could think of, I started eliminating

the ones that were not in alignment and started polishing

the feasible ones. I added financial metrics, KPIs and

estimated budgets for the same.


If the design thinking approach was followed, the process

would be something along these lines-


EMPATHIZE DEFINE IDEATE PROTOTYPE TEST
I would first
In this stage, I would
Although this step
This element too was
This stage would have

understand the
attempt to define
was followed in part
used partially in my
enriched the project

context of the
and disassemble the
in my original plan of
plan of action since I
and I would have been

problem in detail
problem statement
action, a mistake I
had to explain and
able to gain deep

before looking for


to get to its root.
did then was to
elaborate on the
insights regarding it.

This is the most


simultaneously
solutioning we had
The feedback

anything else. I

important step and


cancel out any ideas
done for the
provided to me was

would attempt to

hence I would spend


that I deemed to be
company. However, I
limited since I did not

know more about

time until I'm


too crazy or wacky.
didn't use story
ask for more detailed

the company from

completely sure that


Design Thinking is
boarding or narrative
or critical review of

someone within the


the problem is clear
more modular in
telling to help the
my work. However,

firm and maybe


and there is no
such that that it helps
organization
whatever little

conduct some
ambiguity as to what
thinking in buckets of
understand the idea
feedback I received

empathy interviews
to work on. quantity, diversity,
better which would was substantial and

wherever necessary originality all at the


have been possible
encouraging
same time. through DT
USING DESIGN THINKING METHODOLOGIES
CONTEXT DIAGRAM STAKEHOLDER DIAGRAM
Sales SEO E-commerce

Company

platforms
owner/promoters
Payment apps
Buyers Employees
Post-sales service
Customers
Production manager
Company
Advertising

agencies Sales manager Delivery agent


Inventory logistics
Social media manager
Delivery services

Production, Raw materials Advertising

E-commerce handler
Social
agent
media

Customer reviews
platforms
BUSINESS AND TECHNOLOGY DIMENSIONS
Business Dimension Technology Dimension
Beeswax and other raw material suppliers Listing of the product on appropriate online

Delivery service provider for last mile


platforms
reach Engaging with audience on social media
Advertising agency for marketing product Keeping record of sales, procurement/raw

Social media management agency materials, other accounts electronically


E-commerce platforms like flipkart and
Search Engine Optimization so that product

Amazon is highlighted

LIST OF PEOPLE INVOLVED


There are a number of people I would want to interact with in order to understand

the business, the context and the problem better-


The company owner The Chief Marketing Officer
The social media manager The customer
The new product development officer The supplier of raw materials
The sales manager The delivery agent
The IT manager Hired ad agency representative
The procurement officer
Advantages and Disadvantages of deploying Design

Thinking in the given scenario


ADVANTAGES DISADVANTAGES
The approach would have been very structured
The process is comparatively time consuming

ensuring that no parameters are missed so it would have been difficult to meet the

No ideas would have been dismissed in the ideate


deadline if all the design thinking(DT) processes

stage leading me to build on ideas that may not


had been followed
be feasible at the moment Thought fatigue might set in after some time

Viability of ideas would have taken a back burner


leading to redundant ideas
and so, a crazy but brilliant idea might have
Since I was given only limited information, I

surfaced had to make a lot of assumptions about the case

DT puts us in the shoes of every stakeholder so


which does not fit in with the DT model
we can view the situation from various
There was no scope to take empathy interviews

perspectives since we were not in touch with any

stakeholder of the organization

You might also like