Design Thinking

Perspective

August 10, 2024

Design Thinking - Creativity

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Design Thinking – User Centric

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Meant for all the Right-Brainers and
Left-Brainers with a creative spark

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To make a difference

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Why?

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 There is no greater time of need for
social, economic, and environmental
improvement than today,
and
no better people to make a difference
than “Design Thinkers”

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Why Design Thinkers?

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They are the people, who venture out
of box

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Who are open-minded

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Who enjoy collaborative ideation

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Who have an eye on the
product/design
and
eye on the future

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Who have a passion for change

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Who tell visual stories

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and

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Who do all of these things with a spirit
of goodness

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The idea is to make the world a better
place, by design, in every moment

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 Example

Winter Clothing!
Mainly for skiers and mountain climbers

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 Example

Winter Clothing!
Mainly for skiers and mountain climbers

Companies: CAMP7 and 3M (Engineer with fiber)

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 Example
Winter Clothing!
Mainly for skiers and mountain climbers

Companies: CAMP7 and 3M (Engineer with fiber)

• Better brushing for commercial floor scrubbers

• Max surface area for more scrubbing friction

Thinsulate and Gore-Tex

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 Winter Clothing! Example
Mainly for skiers and mountain climbers

Thinsulate: Microfibers or fine fibers that make up

Thinsulate insulation work by trapping air molecules
between you and the outside

GORE-TEX: a durable, breathable waterproof and

windproof fabric found in lots of outdoor clothing, footwear
and accessories
GORE-TEX is made from expanded polytetrafluoroethylene
(or ePTFE), which was created by Bob Gore in 1969

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 Design Thinking
In simple words

Teaming up of open minded designers with

thoughtful engineers and with users who liked
to experiment1, to develop and test
prototypes2, discover flaws and rework
quickly3, and include business analysis4 during
the development process
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 Design Thinking

→Better products are launched in the market,

and people are more satisfied

→Successful Innovation

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 Important

To apply equally left-brain

strengths and right-brain strengths

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 Important

Combine Business with Design

Thinking

(as businesses need to be ambidextrous)

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 Important

Else
The business is excellent on analysis
side, which generally led to only
incremental innovation, or more likely,
to stagnation

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 Important

Or

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 Important

The solutions are very creative, but led

to failed innovations

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 Design Thinking
There is a need for designers and design
managers to

• Work in cross-functional teams

• Develop deep user insights
• Collaborate
• Visualize ideas
and
• Actually, solve customers’ problems
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 Design Thinking
Rather than

• Providing fancy design styling or branding

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 Important

Design Thinking
Synthesis

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 Design Thinking
Human centred innovation process
emphasising on
• Observation
• Collaboration
• Fast learning
• Visualization of ideas
• Rapid concept prototyping, and
• Concurrent business analysis
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 Design Thinking
which ultimately influences

• Innovation and Business Strategy

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 Design Thinking - Overview

Objective is to involve consumers,

designers, and business people in
an integrated process

applied to product, services, or even

business design
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 Design Thinking - Overview

It is a tool to imagine future states

and to bring products, services, and
experiences to market

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 Design Thinking - Overview

The term design thinking is

generally referred to as applying a
designer’s sensibility and methods
to problem solving

no matter what the problem is

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 Design Thinking - Overview

Design Thinking is a
methodology for Innovation and
Enablement

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 Design Thinking - Overview

Design Thinking
is not a substitute for professional
design or the art and craft of designing

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 Design Thinking – Key Tenets
Five key tenets
1. Develop deep understanding of the
consumer
2. Collaboration
3. Accelerate learning
4. Prototyping
5. Concurrent business analysis
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 Design Thinking – Key Tenets
1. Develop deep understanding of the consumer
based on fieldwork research
❖ Emphatic Approach
❖ Observational research and ethnographic methods
❖ Immersive studies, Open-minded collaborations,
even co-designing
❖ May be aided by sociologists or anthropologists
❖ It is important to understand users’ point of view
and not seeking persuasion (as in traditional push-
product development methods)
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 Design Thinking – Key Tenets
2. Collaboration
❖ Both users and multidisciplinary teams
❖ Leads to Radical Innovation, rather than
incremental innovation

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 Design Thinking – Key Tenets
3. Accelerate learning
through visualization, hands-on
experimentalism and quick prototyping
❖ Ideas are often mocked up as very rough
articulations of a concept, product, or service
❖ Often the goal is to fail quickly and frequently, so
that learning can occur (e.g., Pixar Animation
Studios)

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 Design Thinking – Key Tenets
4. Prototyping
❖ To make intangible → tangible
❖ Visual communication √

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 Design Thinking – Key Tenets
5. Concurrent business analysis integrated
during the process
❖ Integrative thinking
❖ Collaboration help remove constraints and thus,
lead to emergence of great ideas

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 Design Thinking
…
Design Management
Design Leadership
Design Strategy

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• Design thinking is front-end innovation and
lead to radical improvements

• Design management and Design leadership –

more into integrating design into management
and in continuous development and
improvement

• Design leadership and Design strategy –

outputs of effective thinking and design
management
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• Out of box thinking and new methods of
problem solving has become important as
businesses have transformed, with disruptions
abound
• Rather than typical pipe-line model
• Most important, the challenge is to
Reframe the problem correctly

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 Innovation

Innovation

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 Innovation
• Four Types
• Incremental Innovation
• Architectural Innovation
• Disruptive Innovation
• Radical Innovation

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 Innovation
1. Incremental Innovation
• Existing Technology, Existing Market
• One of the most common forms of innovation that we
can observe
• It uses existing technologies within an existing market
• The goal is to improve an existing offering by adding
new features, changes in the design, etc.
• Example: Best Example – Smartphones, where the
most innovation is only updating the hardware,
improving the design, or adding some additional
features/cameras/sensors, etc. 51
 Innovation
2. Architectural Innovation
• Existing Technology, New Market
• Tech giants like Amazon, Google, and many more
using at the moment
• They take their domain expertise, technology, and
skills and apply them to a different market
• This way they can open up new markets and expand
their customer base
• Examples: Amazon entering the medical care field or
Microsoft into AI (Bing)
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 Innovation
3. Disruptive Innovation
• New Technology, Existing Market
• Disruptive innovation is mostly associated with
applying new technologies, processes, or disruptive
business models to existing industries
• Examples: Amazon - book-shops to e-tailer, using
Internet-Technologies to disrupt the existing industry
• Another example – iPhone - feature phones replaced
with touch-interface-centered devices combined with
intuitive user interfaces
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 Innovation
4. Radical Innovation
• New Technology, New Market
• Rarest form of them all
• Involves the creation of technologies, services, and
business models that open up entirely new markets
• Example: invention of the airplane
• This radical new technology opened up a new form of
travel, invented an industry, and a whole new market

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