Sinhgad Institute of Business

Administration and Research

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 Finding
Opportunity to
make Human Life
Better
—Brown, 2008

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 Why???

Product
People Problem Ideas or Revenue
Service

Basic Premises of Business

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 YES

Product
People Problem Ideas Test or Revenue
Service

Basic Premises of Business

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Revealing key points.
Empathize
Analyze
Solve
Test
 THE STAGE HAS BEEN SET
go ahead and follow the 4 steps

1 2 3 4 EAST

Reference : The basics you can find anywhere 5 Steps To Successful Storytelling Published on April 5, 2014 Featured in: Marketing & Advertising
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 Empathy

Describer the Persona

What the persona is going to do before,
during and after?
Include details and mark them with emotions

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 PREPARE

The difficulty in the use of the Needs lot of outside support to Better Trust on the overall
Uber app at present use the App system, by having info on route
/ approx cost upfront

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CJM for Mr. Manish, 44, Indore.
Mock Scenario : Customer Journey for activity -Servicing Motorcycle

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 PREPARE

Online service booking might How might we have HMW help Manish to travel
help in saving time in making appointment on same day? while the bike is getting
calls and booking appointment serviced?

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 TIP

!
You should be skillful enough to take that problem up and see if you
can solve it.

Is it broad enough that you can get many solutions?

Is it narrow enough that you are not overwhelmed by the magnitude

of the problem?
 Analyze

Form an answer to each Why? And a

connected Logical Reasoning

Correlate it by talking to a customer or an

expert
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Multi-Why

Needs lot of
• Lot of technical interface difficult
outside support
to use the App
to understand

Why lot of
• To make the app more
technical
features evolved

Why more • Customer base is tech-savvy

evolved

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Multi-Why

Why Manish is
not getting an
• All slots are booked
appointment on
the same day?

why all slots are • Starting of monsoon caused

booked? the rush

Why monsoon • Regular check up and pre

caused the maintenance not done.
problem?

Why pre • Laziness/Lack of awareness that

monsoon pre monsoon maintenance needs
maintenance not
to be done
done?
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 FACT

Be analytical about it responses to Why

Verify if facts are truth or is there some kind of dependency.
 Solve
Apply human ingenuity for
solution

TRIZ 40
Theory of Inventive Problem Solving was
invented by Genrich Altshuller in Russia
TRIZ is based on the fundamental premise that
problem occur due to physical or technical
contradictions in the system. The solution
resolving these contradictions is inherently a
creative or innovative solution.
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 Asking to generate ideas

other way segmenta merging curvilinear periodic

round tion action

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Col. Sharma’s Case
Col. Sharma’s Case
 Mr. Manish’s Case

Strengthening of distribution network

POOLING OF SPARE PARTS Inventory of important parts before pick

BY SERVICE CENTRES OF A season.
TOWN through an APP

Use alternate modes for transportation

of spares
 TIP

!
Have a diverse Team for better richness of your ideas, the solution and
concepts

Write it all down,

so that other people can see and contribute to your idea or concept
 TEST

Create an understandable model of solution

Test it in real customer conditions
Take customer incites
Write it clearly and re-work

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Puzzle

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 “
DESIGN THIKING IS A MINDSET, NOT A TOOLKIT OR
SERIES OF STEPS

—ARNE VAN OOSTEROM

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EMPATHISE, ANALYZE, SOLVE, TEST

ITTERATIVE

ALWAYS HUMAN CENTERED

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 THANK YOU

Neal Creative ©