Tools of Design Thinking

Dr. P.M. Kulkarni

Special Officer,
VTU, Belagavi
Looking forward in the Session
• Visualization
• Journey mapping
• Value chain analysis
• Mind mapping
• Rapid concept development
• Assumption testing
• Prototyping
• Co-creation
• Learning launches
• Storytelling
Visualization
• Visualization refers to any activity that takes information beyond text
and numbers and into images, maps, and stories.
• At its simplest level, visualization is about creating physical images
and pictures and stepping away from our reliance as managers on
numbers and text.
• At a deeper level, it is about seeing with our mind’s eye: conjuring up
mental images, vivid depictions of our ideas and insights about
customers and their experiences, in a way that makes them human and
compelling.
Visualization
Journey Mapping
Journey mapping (or experience mapping) is an
ethnographic research method that focuses on tracing
the customer’s “journey” as he or she interacts with an
organization while in the process of receiving a service,
with special attention to emotional highs and lows.
Experience mapping is used with the objective of
identifying needs that customers are often unable to
articulate.
Journey Mapping
Customer Journey Map (Buying EV – Motorcycle)
 Value Chain Analysis
• Value chain analysis examines how an organization
interacts with value chain partners to produce, market,
and distribute new offerings. Analysis of the value
chain offers ways to create better value for customers
along the chain and uncovers important clues about
partners’ capabilities and intentions.
 Value Chain Analysis
• Lakshmi is a software development manager for a software house. She and her team handle short
software enhancements for many clients. As part of a team development day, they use Value Chain
Analysis to think about how they can deliver excellent service to their clients.
• During the Activity Analysis part of the session, they identify the following activities that create
value for clients:
• Order taking
• Enhancement specification
• Scheduling
• Software development
• Programmer testing
• Secondary testing
• Delivery
• Support
• Lakshmi also identifies the following non-client-facing activities as being important:
• Recruitment: Choosing people who will work well with the team.
• Training: Helping new team members become effective as quickly as possible, and helping team members learn
about new software, techniques and technologies as they are developed.
Value Chain Analysis
Next, she and her team focus on the Order Taking process, and
identify the factors that will give the greatest value to customers
as part of this process. They identify the following Value
Factors:
•Giving a quick answer to incoming phone calls.
•Having a good knowledge of the customer's business, situation
and system, so that they do not waste the customer's time with
unnecessary explanation.
•Asking all the right questions, and getting a full and accurate
understanding of the customer's needs.
•Explaining the development process to the customer and
managing their expectations as to the likely timetable for
delivery.
You can see these in the "Value Factors" column of figure 1.
They then look at what they need to do to deliver the maximum
value to the customer. These things are shown in figure 1's
"Changes Needed" column.
They then do the same for all other processes.
Once all brainstorming is complete, Lakshmi and her team may
be able to identify quick wins, reject low yield or high cost
options, and agree their priorities for implementation.
 Mind Mapping
• Mind mapping is used to represent how ideas or other
items are linked to a central idea and to each other.
Mind maps are used to generate, visualize, structure,
and classify ideas to look for patterns and insights that
provide key design criteria.
Mind Mapping
Mind Mapping

Road Traffic Management

 Rapid Concept Development

• Rapid concept development is a tool for using the insights and

design criteria we have generated to develop new business
opportunities. When people hear the term “innovation process,”
concept development may be the only thing they think of, and they
often equate it with brainstorming.
 Assumption Testing
Assumption testing is a tool for bringing to the surface the key
assumptions underlying the attractiveness of a new business
concept and using available data to assess the likelihood that
these assumptions are true. This approach acknowledges that any
new business concept is actually a hypothesis—a well-informed
guess about what customers desire and what they will value.
 Assumption Testing

Improving Students Counselling Process

 Prototyping
• A prototype is a simple experimental model of a proposed
solution used to test or validate ideas, design assumptions
and other aspects of its conceptualization quickly and
cheaply, so that the designer/s involved can make
appropriate refinements or possible changes in direction.
 Co-creation

• Co-creation is based on the

belief that the users' presence
is essential in the creative
process, as the users provide
insight into what is valuable to
them. At its core, this means
that co-creation is literally any
process that brings together
users and designers to work
toward a shared goal.
 Learning launches
• Learning launches are designed to test the key underlying value-generating assumptions of a potential
new-growth initiative in the marketplace. In contrast to a full new-product rollout, a learning launch is a
learning experiment conducted quickly and inexpensively to gather market-driven data.
 Storytelling
• Storytelling is exactly how it sounds: weaving together a story
rather than just making a series of points. It is a close relative
of visualization—another way to make new ideas feel real and
compelling. Visual storytelling is actually the most compelling
type of story. All good presentations—whether analytical or
design-oriented—tell a persuasive story.
Storytelling

Story of Successful Product/

Service