Session 2

Design Thinking
Recap
Innovation?
 Innovation?
“Something different that has
an impact”

Source: Anthony, Scott, “The Little Black book of Innovation”.

Source: IDEO Toolkit
 Design Thinking Process
Iterate

Problem Framing Ideate Prototype

Winner Implement
Product/Service
Problem Framing
 1. Problem Framing
• Observe
• Empathize
• Interview
• Valuable Insights

Get to the REAL Problem!

 Observe
Listening with your eyes
 Problem Framing Ideation

Challenging Biases
Observe Brainstorm
Empathize Learning from Extremes
Interview Converge/Diverge
Valuable Insights Systematic Inventive Thinking

Generating Prototypes Iteration

Build
Share
Reflect*
Observe
Issues
Issues with Observing
Varied Interests
Issues with Observing
Habituation
Issues with Observing
Pattern Formation
 Observing
What to look for?
• A: Activities
• E: Environments
• I: Interactions
• O: Objects
• U: Users

Source: IDEO U Literature

Interview
Interviewing: How to go about it?
• Open-Ended Questions
• Show Me (the things they interact with)
• Start broad and finish deep
• Build Rapport
• Mind the Gap
• Allow for pauses…
• Stay totally unbiased
• Think Aloud

Source: IDEO U Literature

Empathy
 The 1909 Model T.
Courtesy of the Ford Motor Company
Insights
 Observing

Interviewing Insights Ideate

Empathy
Source: IDEO U Literature
 What qualifies as an Insight?
1. Authentic
2. Non-obvious
3. Revealing

Source: IDEO U Literature

Ideation
Brainstorm
 Problem Framing Ideation

Challenging Biases
Observe Brainstorm
Empathize Learning from Extremes
Interview Converge/Diverge
Valuable Insights Systematic Inventive Thinking

Generating Prototypes Iteration

Build
Share
Reflect*
Observing
SIT

Interviewing Insights Ideate

Empathy Extremes
Brainstorm
Shoe-storm
Mashup
Source: IDEO U Literature
 Brainstorm
1. Defer Judgement
2. Encourage WILD Ideas
3. Build on the Ideas of others
4. Stay Focused on the Topic
5. One conversation at a time
6. Be VISUAL
7. Go for QUANTITY

Source: IDEO U Literature

Ideation
Mash-up
 Mash-up

Bringing completely unrelated things

together to spark Fresh Ideas

Source: IDEO U Literature

 Ideation
Learning from Extremes
 Learning from Extremes
Technique to see beyond your assumptions
and get novel ideas

Source: Atomic Object

 Learning from Extremes
Technique to see beyond your assumptions
and get novel ideas

Source: Atomic Object

 Power
Nonuser User

Source: Atomic Object

 Lenses to identify extremes:
1. Demographics (education level, income level, age, gender, ethnicity,
marital status, occupation, religion, birth rate, death rate, average size
of a family, average age at marriage)
2. Behaviors (experts vs novices)
3. Income Level (Low Vs High)
4. Attitude towards technology (Luddite vs early adopter)
5. Social Media Behaviour (Uninterested to Addicts)
6. Motivations (what drives someone to do something)

Source: IDEO U Literature

Benefits of EXTREME!
 Ideation
Systematic Inventive Thinking (SIT)
 SIT-Closed World

Many times, the resources for solving a

problem, inventing something new, are those
that are already there.
 SIT
Form follows Function
OR
Function follows Form
Fixedness
 SIT Tools
• Subtraction
• Division
• Attribute Dependency
• Multiplication
• Task Unification
SIT: Subtraction Tool
Subtraction Exercise
 Subtraction in a Mobile Phone!

No outgoing calls. Can only receive calls

Who might want this product?

Division Exercise
What is common among these products?
Think of examples where the Division
tool has been used to generate an
existing product/service.
Group Exercise
 How could we
increase attendance
at the local Zoo?
 Session 2
Design Thinking