Handout 1-Design Thinking

12-Jan-22
Design Thinking
Source: Hasso Plattner Institute of Design at Stanford
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Your Mission:
Redesign the gift-giving
experience . . . for your partner.
Start by gaining empathy.

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Reframe the problem.

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Synthesize needs &

insights

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Write your POV

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Ideate: generate alternatives to

test.

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Iterate based on feedback.

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Revise your sketch

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Build and test.

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Build your solution.

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I have not failed.

I’ve just found 10,000 ways that
won’t work
-Thomas Edison
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Changing Management Paradigms

20th Century 21st Century
Scale and Scope Speed and Fluidity
Every child is an artist. The Predictability Agility
Rigid Organization Boundaries Fluid Organization Boundaries

problem is how to remain an Command and Control Creative Empowerment
artist once we grow up Reactive and Risk Averse Intrapreneur
-Pablo Picasso Strategic Intent
Competitive Advantage
Profit and Purpose
Comparative Advantage
Data and Analytics Synthesizing Big Data
Source: Design Thinking for Strategic Innovation by Idris Mootee
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DESIGN THINKING IS
THE SEARCH FOR Design thinking is an approach to designing that
a magical balance between supports innovation and intelligent change.
BUSINESS AND ART;
STRUCTURE AND CHAOS; Design thinking is a human-centered approach
INTUITION AND LOGIC; which is driven by creative and analytical
CONCEPT AND EXECUTION; thinking, customer empathy and iterative
Playfulness and formality; AND learning.
CONTROL AND EMPOWERMENT.
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Who is using Design Thinking? Some Public Service Organization Using Design Thinking
▪ Panasonic: Oxyride ▪ INDIA
▪ 3M ▪ GE
▪ PepsiCo National Innovation Council – www.innovationcouncil.gov.in/
▪ Accenture ▪ Georgia Tech
▪ Pfizer: Nicorette ▪ USA
▪ Adobe ▪ Godrej: Chotu Kool
▪ Philips Electronics (PHG) Code for America – http://codeforameric.org/
▪ Ahold ▪ Google
▪ Ravel Launch – www.launch.org
▪ AirBnB ▪ IBM
▪ Samsung Public Policy Lab – http://publicpolicylab.org/
▪ Airbus ▪ IKEA + IDEO
▪ SAP ▪ Singapore
▪ Apple ▪ Infosys
▪ Shimano Human Experience Lab
▪ Bank of America ▪ Intuit Inc.
▪ Siemens ▪ Finland
▪ BMW ▪ JetBlue
▪ THALES Helsinki Design Lab – http://helsinkidesignlab.org/
▪ Cisco ▪ Kickstart
▪ Toyota ▪ Norway
▪ Clorox ▪ Lambeth Council
▪ Unilever Innovation Norway – www.innovasjonnorge.no/
▪ Daimler ▪ Marriot: 4 Seasons
▪ VF Corporation ▪ United Kingdom
▪ DHL ▪ Mattel: Platypus
▪ VW
▪ Electrolux ▪ Mayo Clinics Design Council – www.designcouncil.org.uk/
▪ Whirlpool The Innovation Unit – www.innovationunit.org/
▪ Ericsson ▪ Metro AG
▪ Xing Nesta – www.nesta.org.uk/
▪ Fraport ▪ Nasdaq Technology Strategy Board – www.innovate.org/
▪ Yanmar
▪ FutureGov ▪ New York Times Policy Lab – https://twitter.com/PolicyLabUK
Source: Design Thinking Process and Methods by Robert Curedale ▪ ZOO Hannover etc. Source: Design Thinking Process and Methods by Robert Curedale
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History of Design Thinking

Year Design Movement Design Approaches People
2010s Design Thinking Experience Design David Kelly
Creative class Tim Brown The growth of Design Thinking is closely linked to
Roger Martin
Bruce Nussbaum the growing economic importance of service
Rolf Faste
2000s Service Design Human Centered Design Lucy Kimbell industry.
1990s Process Methods Meta Design Ezio Manzini

William Rause
Design Thinking with its emphasis on team
Richard Buchanan collaboration and user experience is the best
1980s Cognitive Reflections User Centered Design Don Norman
Donal Schon approach for designing services and product
Nigel Cross
Peter Rowe service systems.
Bryan Lawson
1970s Robert McKim
1960s Design Science Participatory Design Horst Rittel
Design Methods Herbet Simon
Bruce Archer
1950s Creativity Methods Brainstorming Alex Osborn
Source: Design Thinking Process and Methods by Robert Curedale
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Implementing Servitization from goods-centered to

customer-centered solution
Manufacturing Solution Service Customer-centered COMPLEXITY IS THE PRODIGY OF THE
Solution
Underlying Products Solutions
WORLD.
business logic SIMPLICITY IS THE SENSATION OF THE
Customization Standard product Customizable UNIVERSE.
Integration Low High
BEHIND COMPLEXITY, THERE IS ALWAYS
Scope Narrow Wide
Delivery process Transactional Relationship
SIMPLICITY TO BE REVEALED.
Outcome Functioning product Value for customers INSIDE SIMPLICITY, THERE IS ALWAYS
Design driven From manufacturer forward From customer backward COMPLEXITY TO BE DISCOVERED.
Physicality Tangible Intangible
Output Goods An experience
Production Produced Co-produced
-GANG YU
Consumption Transferred and used Consumed as produced
Dimensions Length breadth height Experience and time
Source: Design Thinking Process and Methods by Robert Curedale
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10 Design Thinking Principles Linking Design Thinking Solutions to Business Challenges

That Redefine Business Management
Design Thinking: Business Challenges Design Thinking Solutions
1. Is Action-Oriented ( it proposes a cross-disciplinary learning by
doing approach, instead of being an armchair strategist)
2. Is Comfortable with Change Growth Storytelling
3. Is Human-Centric (focused on the customer or end user’s needs
including unarticulated, unmet, and unknown needs) Predictability Strategic Foresight
4. Integrates Foresight Change Sensing
5. Is A Dynamic Constructive Process (It is iterative. It requires
ongoing definition, redefinition, representation, assessment, and Relevance Value Redefinition
visualization)
Extreme Competition Experience Design
6. Promotes Empathy
7. Reduces Risks (There are many benefits in learning from small and Standardization Humanization
smart failures)
8. Can Create Meaning Creative Culture Prototyping
9. Can bring Enterprise Creativity to Next Level Strategy and Organization Business Model Design
10. Is the New “Competitive Logic of Business Strategy” Source: Design Thinking for Strategic Innovation by Idris Mootee
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Learn from Failure Make it
Don’t think of it as failure, You’re taking risk out

think of it as designing of the process by making
experiments through which something simple first.
you’re going to learn And you always learn
lessons from it.
-Tim Brown, CEO, IDEO
-Krista Donaldson, CEO, D-Rev
Source: The Field Guide to Human Centered Design by IDEO.org Source: The Field Guide to Human Centered Design by IDEO.org
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Creative Confidence Empathy
Creative confidence is In order to get to new

the notion that you have big solutions, you have to get
ideas, and that you have the to know different people,
ability to act on them. different scenarios,
different places.
-David Kelley, Founder, IDEO
-Emi Kolawole Editor-in-Residence,
Stanford University d.school
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Embrace Ambiguity Optimism
We want to give ourselves Optimism is the thing

the permission to explore that drives you forward.
lots of different possibilities
so that the right answer -John Bielenberg, Founder, Future Partners
can reveal itself.
-Patrice Martin, Co-Lead and Creative Director

IDEO.org
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Iterate, Iterate, Iterate
By iterating, we validate
our ideas along the way
because we’re hearing from
the people we’re actually
designing for. The Challenge
-Gaby Brink, Founder, Tomorrow Partners
Source: The Field Guide to Human Centered Design by IDEO.org

Source: Engineering Innovation and Design by Blade Kotelly and Joel Schindall on MIT OpenCourseWare
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Ready? Good or Bad Design?
Source: Engineering Innovation and Design by Blade Kotelly and Joel Schindall on MIT OpenCourseWare Source: Engineering Innovation and Design by Blade Kotelly and Joel Schindall on MIT OpenCourseWare
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© BOBLBEE AB
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© Apple Inc.
© BOBLBEE AB
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Design Challenge 2
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Olympics
If you could do anything to break existing records in a sport
(e.g., swimming, cycling, running etc.), what might you do?
Olympics - New World Records
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Research (steps 1-6)
1) Identify Needs
–What's the problem?
The 10-Step Design Process 2) Information Phase

–What exists?
3) Stakeholder Phase
– What's wanted? And who wants it?
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Napoleon Toothbrush
http://en.wikipedia.org/wiki/File:NapoleonToothbrush.jpg
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Research (cont.) Design (steps 7-9)
4) Planning/Operational Research 7) Creative Design

– What's realistic? What limits us? – Ideation
5) Hazard Analyses 8) Conceptual Design

– What's safe? (What can go wrong?) – Potential solutions
6) Specifications 9) Prototype Design

– What's required? – Create a version of the preferred design
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Design Process Exercise – Map steps to cooking dinner

Verification (step 10)
1) Identify Needs
10) Verification 2) Information Phase
– Does it work? If not, redesign 3) Stakeholder Phase
4) Planned Research
End Solution.......................................? 5) Hazard Analyses
6) Specifications
7) Creative Design
8) Conceptual Design
9) Prototype Design
10) Verification
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Design Process Exercise – Map steps to throwing a surprise Design Process Exercise – Map steps to making a car fueled
party for your best friend! a nuclear reactor
1) Identify Needs 1) Identify Needs

2) Information Phase 2) Information Phase
3) Stakeholder Phase 3) Stakeholder Phase
4) Planned Research 4) Planned Research
5) Hazard Analyses 5) Hazard Analyses
6) Specifications 6) Specifications
7) Creative Design 7) Creative Design
8) Conceptual Design 8) Conceptual Design
9) Prototype Design 9) Prototype Design
10) Verification 10) Verification
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Innovation: a design-consultant’s view
On Innovation
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The Reality of Innovation The Reality of Innovation

A designer reconciles the
Innovation is the result of resolving...
seemingly irreconcilable
Desire &
Require
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In-class assignment and/or Homework Who are these 2 people?
1) Design a 2-player game

2) Maximum cost of materials < Rs. 400/-
3) Must include an element of chance
4) Must be able to be taught within 3 minutes
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Dieter Rams 10 principles for good design

1. Good design is innovative.
2. Good design makes a product useful.
3. Good design is aesthetic.
4. Good design helps us to understand a product.
Dieter Rams (born May 20, 1932 in Wiesbaden) is a German industrial 5. Good design is unobtrusive.
designer closely associated with the consumer products company Braun and
6. Good design is honest.
the Functionalist school of industrial design.
7. Good design is durable.
Jonathan Paul Ive, (born February, 1967) is a British designer and the 8. Good design is consequent to the last detail.
Senior Vice President of Industrial Design at Apple Inc. He is internationally 9. Good design is concerned with the environment.
renowned as the principal designer of the iMac, aluminum and titanium 10. Good design is as little design as possible.
PowerBook G4, MacBook, unibody MacBook Pro, iPod and iPhone.
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Challenge! What you know: The Music Stops,

A Man Is Dead.
You need to solve: What

happened? Why did it happen?
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Ways to research these problems?

Research 1. In 1960: how to cook like a
▪ Asking questions is important, but answers can be French chef
misleading Academic/Scientific research is often wrong 2. In 1848: The best way to
▪ Research results may be good but conclusions can be wrong conduct a defensive military
retaliation
Fitts’ Law
3. In 1990s: The best way to
clean a kitchen
4. In 2013: Saving money in a
▪ Designing products for people? People don’t know what they
call-center that handles technical
want
issues/ customer complaints for
▪ People know what they want? Often can’t articulate it
satellite TV
5. In 2015: The decision to
develop an extremely new type of
consumer product (think: iPad)
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Ways to research these problems?

1. In 1960: how to cook like a Expert education
french chef Stakeholder
2. In 1848: The best way to Historical/ Cultural
“A person or group that has an investment, share, or
conduct a defensive military
interest in something”
retaliation
3. In 1990s: The best way to Ethnographic Stakeholders in your education?
clean a kitchen You
4. In 2013: Saving money in a Direct observation Family
call-center that handles technical Teachers
issues/ customer complaints for School ....
satellite TV who else?
5. In 2015: The decision to Deep understanding of humans,
develop an extremely new type of technology, culture,
consumer product (think: iPad) manufacturing, philosophy, art,
design...
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Stakeholder - quick sketch Stakeholder - quick sketch

▪ Draw up the Ravi’s Bakery Stakeholder Sketch
Owner:
▪ If you want, label lines to clarify (e.g., “pays”, “receives Ravi
payment”)
Owner: Ravi’s
Ravi Bakery
Ravi’s
Bakery
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Stakeholder Analysis Stakeholder Homework

▪ Systems Thinking - Establishing a global perspective ▪ Map out primary and secondary stakeholders for an art-museum
▪ Understand how to make good decisions & tradeoffs, establish priorities
and communicate effectively ▪ Map out primary and secondary stakeholders for a new kind of
– Not all stakeholder hold the same value battery technology
– Which stakeholders do we benefit more?
– Which stakeholders benefit us more?
– (e.g., Angel Investor vs. Venture Capitalist)
– Easier to align team
▪ Reveals hidden costs and opportunities

– Cost: A student can get an easy-A or a difficult-C (From parent’s
perspective, which is better?)
– Opportunity: If a company has enough employees, the company can get
better buying power with vendors, gyms, etc.
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How to Articulate the Design
1.Sketch it out
▪ Refine ideas
▪ Refine expression of the ideas
Articulating The Design
2.Draw out the connections
▪ Refine the logic
▪ Refine the sketch
3.Articulate the details

▪ Define the specifics
▪ Refine the connections
▪ Refine the sketch
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What’s a Sketch?
Sketch out a house
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How do we sketch out solutions in... K-Scripts: Translating Research into

Design
▪ Physical Objects: bottles, cans, boxes…..
▪ K-Scripts are scripts that show user interactions
▪ Process: Line at Disney World, manufacturing process for
printed IC
▪ K-Scripts are easy to edit
▪ Other things...?
▪ Quick to generate
▪ Allow a group to work collaboratively
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About K-Scripts
▪ Using K-Scripts
– Good K-Scripts start by showing a typical interaction
– When a group is satisfied with the K-Scripts then robust
artifacts to express the idea (e.g., a story board)
▪ When to use them

– At the very beginning, then later on as ideas are refined
– To align a diverse team and educate new members
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In Class Exercise-Make a K-Script for the In Class: K-Script Writing

Siri/Alexa/Google Interaction
▪ Write out a K-Script showing the interaction between you
▪ Use 3 column method and Vistara Airline agent (on phone) to book a ticket
▪ Add notes where needed

– iPhone User: “Siri, remind me”
– Siri: “Ok just tell me what you wanted to be reminded
About”
– iPhone user:” Meet with Ravi on Tuesday”
– Siri “What time your event”
– iPhone user: “10 am”
– Siri: “Ok, here’s your meeting, Note that you already have 2
events that overlap with this. Shall I schedule it anyway?”
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Sources
1. Hasso Plattner Institute of Design at Stanford
2. Design Thinking Process and Methods by Robert Curedale
3. Engineering Innovation and Design by Blade Kotelly and Joel Schindall on MIT
OpenCourseWare
4. The Field Guide to Human Centered Design by IDEO.org
5. Design Thinking for Strategic Innovation by Idris Mootee; and others
Thank You
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12-Jan-22

Source: Hasso Plattner Institute of Design at Stanford

Source: Hasso Plattner Institute of Design at Stanford

Reframe the problem.

Source: Hasso Plattner Institute of Design at Stanford

Synthesize needs &

Source: Hasso Plattner Institute of Design at Stanford

Write your POV

Source: Hasso Plattner Institute of Design at Stanford

Ideate: generate alternatives to

Source: Hasso Plattner Institute of Design at Stanford

Iterate based on feedback.

Source: Hasso Plattner Institute of Design at Stanford

Revise your sketch

Source: Hasso Plattner Institute of Design at Stanford

Build and test.

Source: Hasso Plattner Institute of Design at Stanford

Build your solution.

Source: Hasso Plattner Institute of Design at Stanford

I have not failed.

Source: Hasso Plattner Institute of Design at Stanford

Changing Management Paradigms

Every child is an artist. The Predictability Agility

Rigid Organization Boundaries Fluid Organization Boundaries

artist once we grow up Reactive and Risk Averse Intrapreneur

-Pablo Picasso Strategic Intent

Data and Analytics Synthesizing Big Data

Source: Design Thinking for Strategic Innovation by Idris Mootee

Source: Design Thinking for Strategic Innovation by Idris Mootee

History of Design Thinking

1990s Process Methods Meta Design Ezio Manzini

Implementing Servitization from goods-centered to

10 Design Thinking Principles Linking Design Thinking Solutions to Business Challenges

Learn from Failure Make it

Don’t think of it as failure, You’re taking risk out

Creative Confidence Empathy

Creative confidence is In order to get to new

Embrace Ambiguity Optimism

We want to give ourselves Optimism is the thing

-Patrice Martin, Co-Lead and Creative Director

Iterate, Iterate, Iterate

Source: The Field Guide to Human Centered Design by IDEO.org

Ready? Good or Bad Design?

Research (steps 1-6)

The 10-Step Design Process 2) Information Phase

Research (cont.) Design (steps 7-9)

4) Planning/Operational Research 7) Creative Design

5) Hazard Analyses 8) Conceptual Design

6) Specifications 9) Prototype Design

Design Process Exercise – Map steps to cooking dinner

1) Identify Needs 1) Identify Needs

Innovation: a design-consultant’s view

The Reality of Innovation The Reality of Innovation

In-class assignment and/or Homework Who are these 2 people?

1) Design a 2-player game

Dieter Rams 10 principles for good design

Challenge! What you know: The Music Stops,

You need to solve: What

Ways to research these problems?

Ways to research these problems?

Stakeholder - quick sketch Stakeholder - quick sketch

Stakeholder Analysis Stakeholder Homework

▪ Reveals hidden costs and opportunities

How to Articulate the Design