Design Thinking…..
SHAHJAHAN TAPADAR

Learning Objectives
Acquire a deep understanding of Design Thinking
principles, process and tools.
Apply the Design Thinking methodology and tools to
generate breakthrough ideas and co-create and
improved customer experience journey.
Improve personal effectiveness by becoming a
empathetic service provider.

Design is the
transformation of
existing conditions
into preferred ones.
Design Thinking is,
then, always linked to
an improved future..
Herbert Simon
Sciences of the Artificial
The method of thinking and cognition is a
big area of academic research –
approaches and knowledge in this area
are largely Tacit and therefore difficult to
define.

Session Outline
Key Concepts
and Principle of
Design Thinking
5 Action Phases
of Design
Thinking
Design Thinking
Mindsets, Tools
and Templates

Key Concepts
and Principle
of Design
Thinking

Problems, Problems,
Problems Everywhere
But what Problems
Design Thinking can
Solve ?

What is Design Thinking
 Design Thinking is a human-centered approach to problem fixing
 Helps us to get a deep understanding of customers’ unmet needs and
wants
 It encourages creative considerations of a wide array of innovative
solutions.
 It is as much a mindset as a process.
• There are no judgments in design thinking.
• This eliminates the fear of failure and encourages maximum input and
participation.
• Wild ideas are welcome, since these often lead to the most creative
solutions.

Critical vs Design Thinking
Unlike Critical Thinking, which is a process of analysis and is associated with
the 'breaking down' of ideas,
Design Thinking is a creative process based around the 'building up' of ideas.
Critical Traditional Thinking Design Thinking
More about Thinking More of Doing
Periodic or Discrete Continuous
Flawless Planning (Enlightened) Trial & Error
Avoid Failure Fail Fast
Rigorous Analysis Rigorous Testing
Customer is at Arm’s Length On Customer’s Shoe (Empathize)

What Design
Thinking Is Not
 Only for creative
people or UX
designers
 A narrow equation to
aesthetic and craft
 Just a brainstorming
session
 A one-day process
where problems can
be solved in 24 hours
 A silver bullet for all
problems

Design Thinking Uses Both
Deductive and Abductive
Approaches to Solve Problems
Experiences
Patterns
Stories
Observations
Imagination
Possibilities
Stories
Uncertainty
Design
Thinking
Yesterday
Tomorrow

Design Thinking Combines Creative &
Analytical Thinking

Benefit of Design Thinking
To gain competitive
advantage
To increase customer
satisfaction
Complement other problem
solving techniques
To solve human problems
Helps organization to
become more innovative

Design
Principles
for
Solutions
Because designers use thinking to apply to a
plethora of situations to solve problems..
Not just products but services, experiences,
systems and organisations.
This is your skill.

Design is not
what it looks
like or feels like.
Design is how it
works.
Steve Jobs

Action
Phases of
Design
Thinking
THE PROCESS

5 Action Phases of Design Thinking

5 Action Phases Description
Empathize
Explore Current
Reality
Learn about the
audience for whom
you are designing.
Observation,
Interview,
Touchpoints,
Emotional connect.
Who are my users?
What matters to
them?
Define
Create a point of
view that is based
on user needs and
insights
Individual hopes &
challenges
Research
What are their
needs?
Ideate
Envision a New
Future.
Brainstorm
Come up with as
many creative
solutions as
possible
Wild ideas
encouraged
Prototype
Build a
representation of
one or more ideas.
Its just a rough draft
Learn to spark new
ideas
Test
Share your idea(s)
for feedback.
Creates new ideas
Creates insights to
redefine the
problem
What worked?
What didn’t ?
What’s next?

Solving problems..
Within these steps, problems can be
framed, the right questions can be asked,
more ideas can be created, and the best
answers can be chosen. The steps aren't
linear; they can occur simultaneously or
be repeated.
Although design is always subject to
personal taste, design thinkers share a
common set of values that drive
innovation: these values are mainly
Creativity
Ambidextrous Thinking
Teamwork
End-user Focus
Curiosity

Activities, Tools & Deliverables

Empathize
 Objective
 To understand the experience,
situation and emotions of the
user for whom you are desiging.
 Observe
 View users and their behavior in
the context. Don’t judge.
 Engage
 Interact with people, formally and
informally, ask why
 Immerse
 Experience what your user
experiences

Empathize – Case Study

“
”
If I had asked people what
they wanted, they would
have said faster horses
HENRY FORD
WHEN YOU EMPATHIZE, BUT ….

Ideation Process
Ideation is a creative process where designers generate ideas

“
”
It's not about coming up with
the ‘right’ idea, it’s about
generating the broadest range of
possibilities.
- D.SCHOOL, AN INTRODUCTION TO DESIGN THINKING
BE BOLD BE CURIOUS CHALLENGE BELIEFS EXPLORE POSSIBILITIES

Ideation Methods
Team
Audience
Market
Available
Product Analysis
Patent Analysis
Market Research
Brainstorming
Industry Research
Industry Best Practices
Bionic
Synectic
TRIZ
Scamper
Brain Writing
ObservationInterview
Delphi Method
Focus Group
Osborn Method

Bionic Ideation
and Beyond
Data TransferData Transformation / Big Data
Object State Data Streams

Bionic
Exercise
IDEATE A SOFTWARE
APPLICATION FROM
A HIBISCUS AND ITS
ANATOMY

Prototyping Method

“
”
To complicate is easy, to simplify is
hard.
To complicate, just add.
Everyone is able to complicate, few
are able to simplify.
BRUNO MUNARI
WHILE PROTOTYPING ….

Empathize
Define
Ideate
 Instructor led case study and
exercise.
Activity Time

The silly cow exercise
 Looking for a quick, meaningful, and fun activity,
Here is how the activity works.
 Step #1: Break participants into small groups (3-5
peoples works best).
 Step #2: Define all the characteristics of a cow
(e.g. emits mooing sound, produces milk, eats all
day).
 Step #3: Use the characteristics to create an
innovative business using a cow.
 Step #4: Use chart paper to sketch your idea and
prepare a presentation to the rest of the group.
 Give the group about 3 minutes to do step#2 and
5 minutes to do steps #3 and #4.

More to do …….
NEXT FEW SLIDES ARE FOR EXPLORERS …. ONLY

Implications..
 Finally – A great presentation by Giovanni Corazza – Discussing the
Creative thinking - how to get out of the box and generate ideas!
 https://www.youtube.com/watch?v=bEusrD8g-dM

Exploring Design Thinking..
 Blog - Design Thinking, Essential Problem Solving 101- It’s More Than
Scientific
 https://www.interaction-design.org/literature/article/design-thinking-
essential-problem-solving-101-it-s-more-than-scientific
 Video of a design thinking lecture from the CEO of IDEO product design
Timothy Brown.
 https://www.youtube.com/watch?v=UAinLaT42xY

For you to think about..
 The point about design thinking is that it is not a static or methodological
‘academic’ process.
 Its an evolving, dynamic and exciting way of exploring ideas, which you
are doing now.. This is almost about being aware that you are doing this,
and in essence thinking about thinking – how can you do it better?
 Finally a video lecture by Dr. Shashi Tharoor: Well educated mind vs a well
formed mind

Thinking
about
thinking..
 Brainstorming, Design
Management, Human Factors,
Market Research, User centred
Design, Inclusive Design, User
Experience, Problem Solving,
Systems thinking, Sustainability,
Culture etc. Are all ways of
thinking.
 Reflective thinking is important to
these processes.. Stop and
rationalise, consider implications
and ways forward!