Good Design-Thinking is Good Business | Dharam Mentor

5
S E S S I O N

SIMC + Design Horse

PROJECT PARTNERSHIP

This project partnership aims to get familiar with ‘Visual

Research’ tools, practice them with industry experts, and
produce the outcome.

Research is an essential component of the innovation and

creative field to generate new ideas and solutions. Hence
gaining mastery over ‘Visual Research’ surely helps you
achieve more remarkable results while coming up with
communication ideas and brand solutions.
Good Design-Thinking is Good Business | Dharam Mentor

Design Horse is more than happy to share knowledge on

the ‘Visual Research’ tool. It has extensively employed
the ‘Visual Research tool on our various projects and has
seen promising results. We would be eager to share our
experiential knowledge of the tool and how this tool helps
organize and analyze the data and even helps to produce
brand communication solutions.

Rekha Shah and Dharam Mentor are two industry experts

from Design Horse who will be engaging with this program
and imparting their experiential knowledge.

https://www.designhorse.in/people/rekha-shah
https://www.designhorse.in/people/dharam-mentor
Good Design-Thinking is Good Business | Dharam Mentor

Visual Research
tools

Visual Research methodologies are applied to

understand and decipher images and include
photography, video, drawing, film, collage, sculpture,
artwork, graffiti, advertising, painting, and cartoons.

Visual research methodology is a new and

innovative approach to qualitative research
originated from traditional ethnography methods
used in anthropology.

Recently, there has been an interest in using visual

methods in qualitative research. They add value to
research by bringing another dimension, capturing
rich, multidimensional data, and adding valuable
insights into participants’ everyday worlds.
Good Design-Thinking is Good Business | Dharam Mentor

Researchers use visual research methods

to create knowledge, becoming frequently
recognized as advantageous in innovation, brand
creation, and brand communication.

Visual methodologies are a collection of methods

used to understand and interpret images. These
methods have been used for a long time in
anthropology; yet, they are a comparatively new way
to research most disciplines, especially the brand
communication field.
Good Design-Thinking is Good Business | Dharam Mentor

L. A. T. C. H.
tools

L.A.T.C.H. was a term created by L. A. T. C. H. tool means of organizing information.

Richard Saul Wurman. It can be organized by location, alphabet, time,
category, or hierarchy. They are the framework upon
which reports, books, conversations, exhibitions,
directories, conventions, and even brand/advertising
communication are arranged.

L – Location; organizing information based on place

or space.

A – Alphabetical; a good way of organizing

information in Alphabetical order

T – Time; as in timelines, life span, based

information organization
Good Design-Thinking is Good Business | Dharam Mentor

C – Category; organizing information based on

category

H – Hierarchy; organizing information based on

primary, secondary, and tertiary hierarchy

We already apply these modes almost

subconsciously in many ways. Most of us create our
financial rezcords first by time, then by category
when we figure our IT return. But it is only the
conscious awareness of these methods that will add
value and help you see new insights.

Understanding the structure and organization of

data allows you to extract value from it.
Good Design-Thinking is Good Business | Dharam Mentor

Calendar
Eight sessions
SIMC + Design Horse
PROJECT PARTNERSHIP
Good Design-Thinking is Good Business | Dharam Mentor

Calendar Eight sessions

April 2021
Topic Day/Time Assignment Submission
Introduction
Visual Research

In-depth session on the tool Friday 16, April Submit assignment

L - Location 3:00pm to 4:00 before 10:30 pm coming
Wednesday

In-depth session on the tool Friday 23, April Submit assignment

A - Alphabet 3:00pm to 4:00 before 10:30 pm coming
Wednesday

In-depth session on the tool Friday 30, April Submit assignment

T - Time 3:00pm to 4:00 before 10:30 pm coming
Wednesday

In-depth session on the tool Friday 7, May Submit assignment

C - Category 3:00pm to 4:00 before 10:30 pm coming
Wednesday
May 2021

5
S E S S I O N
In-depth session on the tool Friday 14, May
H - Hierarchy 5:00pm to 6:00

Friday 28, May

Conclusion Session 5:00pm to 6:00
Good Design-Thinking is Good Business | Dharam Mentor

Research is to see and think what

what everybody nobody has
else has seen, thought.
Good Design-Thinking is Good Business | Dharam Mentor

Introduction
Visual Research
recap

Friday 30, April

5:00pm to 6:00pm

Submit assignment
before 10:30 pm
coming Wednesday
Good Design-Thinking is Good Business | Dharam Mentor

STAGE 1: STAGE 2: STAGE 3:

Gather Information Arrive at insight Create solutions

Data Knowledge Solutions

Data Data Solutions
Collection Tools/ Analysis & Ideating Tools/
Methodologies Synthesis Tools Methodologies
Good Design-Thinking is Good Business | Dharam Mentor

STAGE 1: STAGE 2: STAGE 3:

Gather Information Arrive at insight Create solutions

Data Knowledge Solutions

Data Data Solutions
Collection Tools/ Analysis & Ideating Tools/
Methodologies Synthesis Tools Methodologies
Good Design-Thinking is Good Business | Dharam Mentor

Introduction
L A T C H tool:
Analysis
and synthesis
tools
Friday 30, April
3:00pm to 4:00

Submit assignment
before 10:30 pm
coming Wednesday
Good Design-Thinking is Good Business | Dharam Mentor

LATCH It is an
organisational
tool tool.
Location
Alphabet
Time
Category
Hierarchy
Good Design-Thinking is Good Business | Dharam Mentor

examples
H-hierarchy
Good Design-Thinking is Good Business | Dharam Mentor
Good Design-Thinking is Good Business | Dharam Mentor
Good Design-Thinking is Good Business | Dharam Mentor

Definition:
A hierarchy is a way of organizing things
that goes from high to low.

HIGH

LOW
Good Design-Thinking is Good Business | Dharam Mentor

Rich HIGH Riches

Poor LOW Rags

Good Design-Thinking is Good Business | Dharam Mentor
Good Design-Thinking is Good Business | Dharam Mentor
Good Design-Thinking is Good Business | Dharam Mentor
Good Design-Thinking is Good Business | Dharam Mentor
Good Design-Thinking is Good Business | Dharam Mentor

UPPER
CLASS

MIDDLE
CLASS

LOWER CLASS
Good Design-Thinking is Good Business | Dharam Mentor

https://www.youtube.com/watch?v=mQQG7y5zj10
Good Design-Thinking is Good Business | Dharam Mentor

Definition:
A system in which members of an organization/
society are ranked according to relative status/
authority.

STATUS AUTHORITY

Upper
Class

Middle Class

Lower Class
Good Design-Thinking is Good Business | Dharam Mentor

Bottom of the pyramid concept by c.k. prahalad

Good Design-Thinking is Good Business | Dharam Mentor
Good Design-Thinking is Good Business | Dharam Mentor
Good Design-Thinking is Good Business | Dharam Mentor

Definition:
It can be used to refer to a vast number of
systems, organizations, and even physical objects
that represent such a structure, often called a
‘hierarchical structure.’

SYSTEMS ORGANIZATIONS STRUCTURE

Good Design-Thinking is Good Business | Dharam Mentor
Good Design-Thinking is Good Business | Dharam Mentor
Good Design-Thinking is Good Business | Dharam Mentor

The alpha male personality type goes

with the alias ‘bad boy’ Alpha Male

Your average ‘Mr. nice guy’ is the

perfect beta male. Beta Male

He has really nerdy habits. He’s

highly laid back and lazy and acts like
he hasn’t a care in the world.
Omega Male

Gamma males love having fun but

don’t brush aside their responsibilities
at the same time.
Gamma Male

Balanced guy

Delta males haven’t been faring well

in the game of life.
Delta Male
Good Design-Thinking is Good Business | Dharam Mentor

Pecking order
Ranking
Grading
Ladder
Social order
Social stratum
Social scale
Chain of command
Good Design-Thinking is Good Business | Dharam Mentor
Good Design-Thinking is Good Business | Dharam Mentor
Good Design-Thinking is Good Business | Dharam Mentor

Chain of command
Good Design-Thinking is Good Business | Dharam Mentor

HIGH
complexity

The organization
that increase in
complexity

LOW
complexity
It is convenient to consider the structures of the body in
terms of fundamental levels of organization that increase
in complexity: subatomic particles, atoms, molecules,
organelles, cells, tissues, organs, organ systems, organisms
and biosphere
Good Design-Thinking is Good Business | Dharam Mentor

In Indian legal system hierarchy, the Supreme Court

is at the top level of the Indian court system. The
Supreme Court is the utmost authority holder court
system in India whose decision can’t be challenged
by any other Indian court.
Good Design-Thinking is Good Business | Dharam Mentor

A family tree is a primary tool used to visualize

the ancestry or hierarchy of one’s family. A single
box represents a single person, and the boxes are
connected and labeled with relationships. Generally,
a generation is described at the same level, which
makes it easier to track a particular person.
Good Design-Thinking is Good Business | Dharam Mentor
Good Design-Thinking is Good Business | Dharam Mentor
Good Design-Thinking is Good Business | Dharam Mentor
Good Design-Thinking is Good Business | Dharam Mentor
Good Design-Thinking is Good Business | Dharam Mentor
Good Design-Thinking is Good Business | Dharam Mentor

Last week
assignment review:
Good Design-Thinking is Good Business | Dharam Mentor

Research is to see
what everybody else has seen
and to think
what nobody else has
thought
Good Design-Thinking is Good Business | Dharam Mentor

Research is to see
what everybody else has seen
and to think
what nobody else has
thought
Good Design-Thinking is Good Business | Dharam Mentor

Research is to see
what everybody else has seen
and to think
what nobody else has
thought
Good Design-Thinking is Good Business | Dharam Mentor

Research is to see
what everybody else has seen
and to think
what nobody else has
thought
Good Design-Thinking is Good Business | Dharam Mentor

More examples:
Good Design-Thinking is Good Business | Dharam Mentor

India

Maharashtra,

Dist: Pune

Tal: Mulshi

Gram: Lavale

Symbiosis International

Every postal address in our country is a hierarchy

with the highest level being the country itself - the
United States. After that, the postal address is listed
by state, city, street, building, and sometimes the
apartment or room number.
Good Design-Thinking is Good Business | Dharam Mentor

Game Hierarchy:

Survive
Early games focused on the basics. Can you survive? Can
you make it to the next level?

Progress
As games advanced, they’ve become more in-depth. Once
players grasp the basics of navigating a game world, can
they progress, find better gear, and follow a story line?

Socialize
As games entered the networked era and the Internet
became more prevalent, socialization was an obvious next
step.

Achieve
As socialization has become the norm in modern games,
achievements are also a fairly common layer built on top of
the social tools. They give players a way to compare and
compete indirectly; achievements can define a player’s
relative social and progressional position within the game
world.

Create
Games like SimCity, Spore, and Civilization where every
decision you make influences the world you’re actively
building. Players in Eve represent the largest force for making
stories and moving things forward within the game universe
Good Design-Thinking is Good Business | Dharam Mentor

Standars Vs. Professional

standars Vs. Professional: make-up products

standars Vs. Professional: photography

standars Vs. Professional: cyclist

Good Design-Thinking is Good Business | Dharam Mentor
Good Design-Thinking is Good Business | Dharam Mentor
Good Design-Thinking is Good Business | Dharam Mentor

Assignment:

Submit assignment
before 10:30 pm
following Wednesday
Good Design-Thinking is Good Business | Dharam Mentor

Assignment:
1. Photograph your (wardrobe) clothes, accessories.
2. Photograph found objects
3. Photograph a places
4. Collect images on fashion brands
5. Collect Images on traveling

Friday 16 April : L- Location Assignment

Friday 23 April : A-Alphabet Assignment

Submit assignment before 10:30 pm following Wednesday

Friday 30 April : T-time Assignment

Submit assignment before 10:30 pm following Wednesday

Friday 7 May : C-Category Assignment

Submit assignment before 10:30 pm following Wednesday

Organize data
according to the Friday 14 May : H-Hierarchy Assignment
respective tool Submit assignment before 10:30 pm following Wednesday
Thank
Good Design-Thinking is Good Business | Dharam Mentor

you