5 Stage Model of

Design Thinking
Sampath Samudrala Centre for Organisation Development Hyderabad
 Design Thinking

Design thinking is a non-linear, iterative process that teams use to understand

users, challenge assumptions, redefine problems and create innovative solutions to
prototype and test. That can have anywhere from three to seven phases,
depending on the audience we are speaking to
Different Models
The Early Traditional Design Process—Herbert Simon

Define Research Ideate Prototype Choose Implement Learn

Human Centered Design Principle

Here,Create,Deliver

IDEO – Deep
Dive Understand Observe Visualize Evaluate Implement
Methodology
 Design Thinking – A 5 Stage Process

Interaction Design Foundation

 The Sciences of the
Artificial.
• No matter the specific
design thinking model you
decide to adopt, they all
stem from the foundational
principles first articulated in
1969 by Nobel Prize winner
Herbert Simon in his work,
The Sciences of the
Artificial.
Design Thinking
• Allows you to work in a
dynamic way to
develop and launch
innovative ideas
• Does not need to be a
step by step Process
until the project calls
for it
Empathy
Stage One
Empathy
• “the ability to understand and share the feelings of another person”
• The first stage of the Design Thinking process… Empathise!
• As the first step in the design thinking process, empathizing with
users is essential to ensure that product and service design is driven
by real user insights, rather than assumptions or hypotheses.
How do we empathise with a
problem situation
Empathy – Develop a deeper
understanding of user

Consolidate what do you do and don’t know

Connect with user audience

Carefully consider research approaches

Learn by Observing and Asking

Develop shared Understanding and Empathy

Empathy – Develop a deeper understanding of user
The first stage in the Design Thinking process requires the entire project team to fully understand an
experience or problem from the user’s point of view.
This is achieved by completing and sharing the insights from in-depth research with a sample of the user
audience.
This allows us to:
• Ensure that designs are based on unbiased, real-world insights rather than the
preconceived ideas or assumptions of team members
• Gain a clear understanding of user attitudes and behaviours, as well as how these
vary between different user groups
• Define the problems or pain points in the current experience that need to be
addressed to deliver a good user experience
• Align thinking and secure team buy-in early in the design process, so that the rest of
the project can run smoothly.
 The Jaipur Foot
Background:
• Prosthetic limb designed for amputees,
particularly in developing countries.
• Cost-effective solution that caters to the needs
of amputees, enabling them to walk, run, and
even climb trees.
• Unlike many Western prostheses that prioritize
aesthetics, the Jaipur Foot prioritizes
functionality and affordability.
Empathy in Design:
• The designers of the Jaipur Foot deeply understood
the challenges faced by amputees in India.
• They recognized that many of these individuals
cannot afford expensive prosthetics and Their daily
lives often involve activities such as squatting,
sitting cross-legged, or walking on uneven terrains.
• The Jaipur Foot was designed keeping these
considerations in mind, which made it highly
successful in its target demographic.
Bhagwan Mahaveer Viklang Sahayata Samiti (BMVSS), the world's largest organization rehabilitating over 1.78 million differently-abled.
 The Aakash Tablet
Aakash Tablet faltered despite its noble goal because it
failed to resonate with the practical needs and challenges
faced by its intended audience.
Background:
• The Aakash was a low-cost tablet computer
intended to bridge the digital divide in India,
especially for students in rural areas.
• It was launched with much fanfare as the world's
cheapest tablet.
Lack of Empathy in Design:
• Tablet was conceptualized with noble intentions, its
design failed to understand the real needs and challenges
of its intended users.
• The tablet had subpar performance, low battery life, and
lacked the robustness required for rugged rural settings.
Its software was not tailored for the educational needs of
rural students, and there was a lack of post-sales support
and updates.
• Despite its low price, it failed to make an impact because
it didn't resonate with the genuine requirements and
environmental factors of its users.
Both these examples underline the
importance of empathy in design

While the Jaipur Foot succeeded because it genuinely understood and

catered to its users' needs, the Aakash Tablet faltered despite its noble
goal because it failed to resonate with the practical needs and
challenges faced by its intended audience.
Embrace Warmer
Background:
• Embrace Warmer is a portable, low-cost infant
incubator designed specifically for premature
and low-birth-weight babies in developing
countries.
• Traditional incubators can cost up to $20,000,
but the Embrace Warmer is a fraction of that
price, making it accessible in low-resource
settings.
Empathy in Design:
• Recognizing the lack of access to expensive medical equipment in many
areas, the designers focused on creating something low-tech, affordable,
and effective.
• The warmer does not require constant electricity, which is often
unreliable in many parts of developing countries.
• By understanding the real challenges mothers and healthcare providers
face, the Embrace Warmer was created to fill this crucial need.
Google Toilet Locator
Background:
• Google, in collaboration with the Indian government,
launched a toilet locator tool within Google Maps to help
people find public restrooms.
• This was in response to the "Swachh Bharat Abhiyan"
(Clean India campaign) by the Indian government.

Lack of Empathy in Design:

• While the intention was to combat public urination and
defecation by easily locating toilets, the initiative had its
flaws.
• Merely locating a toilet doesn't ensure its usability. Many
public toilets in India are poorly maintained, making them
unsanitary or unusable.
• Some toilets listed might be locked or restricted for
certain users.
• Without ensuring the functionality and cleanliness of
these toilets, the tool doesn't fully serve its purpose.
Both these examples underline the
importance of empathy in design
Both of these technology designs were rooted in good intentions, but the outcomes were
significantly different.
The Embrace Warmer succeeded because of its in-depth understanding of the challenges and
constraints in its target environment.
Google's Toilet Locator Tool, on the other hand, faced issues because it didn't entirely consider the
on-ground realities of public sanitation infrastructure in India.
 Ushahidi is an open source software application which utilises
Ushahidi
user-generated reports to collate and map data. It uses the
concept of crowdsourcing serving as an initial model for what Theory of Change
Our goal is to raise an additional 20 million voices by 2026. How?
has been coined as "activist mapping" – the combination of Here’s our three-part hypothesis
Background:
social activism, citizen journalism and geographic information.
• Ushahidi, which means "testimony" in Swahili,
started as a website developed to map reports Part 1 : Ushahidi
We provide technology and expertise to mission-aligned organizations
of violence in Kenya after the post-election and communities.
fallout in 2008.
Part 2 : Partners
Partners use the Ushahidi Platform to collect data to raise citizen
voices.

Empathy in Design: Part 3 : Systems Level Change

As voices are amplified, organizational effectiveness grows and social
• Understanding the urgent need for a platform impact is strengthened.

where ordinary citizens could report incidents of

violence, Ushahidi was developed to aggregate
these individual reports on a visual map, making
it easier to comprehend the magnitude and
locations of the violence.
• This tool has since evolved and has been used in
various crises around the world, from natural
disasters to political upheavals.
Google Plus (Google+)
Background:
Google+ was a social network launched
by Google in 2011, intended to be the
tech giant's answer to Facebook.
• .
Lack of Empathy in Design:
• While Google+ had many advanced features and
was integrated with other Google services,
• It failed to consider the genuine needs and habits
of users in the realm of social networking.
• The platform seemed more like a reaction to
Facebook’s success rather than a product built from
understanding what users might be seeking in a
new social platform.
• Despite Google's vast resources, Google+ did not
gain the traction they had hoped for, leading to its
eventual shutdown for consumers in 2019.
Both these examples underline the
importance of empathy in design

Both of these information products had technology at their core, but

their outcomes were heavily influenced by the degree of user
understanding.
Ushahidi's success is rooted in its creators' empathy towards a real-
world problem and the needs of ordinary people during a crisis. In
contrast,
Google+ serves as a reminder that even the most technologically
advanced products can falter if they do not resonate with the genuine
requirements and sentiments of the intended users.
Affordable Cardiac Surgery by Dr. Devi Shetty
Background:
Dr. Devi Shetty, a cardiac surgeon, founded Narayana
Health in India, which provides world-class cardiac
surgeries at a fraction of what it would cost in many
Western countries.
While the average open-heart surgery cost in India is.
around Rs 2 lakhs, Dr Devi Shetty. offers these crucial
surgeries for as low as Rs 65,000

Empathy in Design:
Dr. Shetty realized that many Indians couldn't afford
essential heart surgeries.
By leveraging economies of scale, streamlining processes,
and focusing on post-surgical care, he made cardiac care
affordable for a vast number of Indians.
This empathetic understanding of the economic
challenges faced by average citizens combined with
innovative medical processes has saved countless lives.
 Initial Pulse Polio Campaigns
Background:
• : In the early stages of the Pulse Polio immunization
campaigns
• there was resistance from certain communities in India who
were hesitant or fearful about vaccinating their children.
• In the early stages of the Pulse Polio immunization
campaigns, there was resistance from certain communities in
India who were hesitant or fearful about vaccinating their
children.

Lack of Empathy in Design:

• The initial campaigns didn't fully address the cultural,
“The science, applied in repeated vaccination religious, and local misconceptions about the vaccine.
campaigns, had also begun to perplex the public
• Without understanding and addressing these nuances and
fears, the program faced resistance.
.…….. why repeated doses? Hasn’t my child been
protected enough? Why must we do it round after • The subsequent campaigns, which involved community
. leaders and provided education tailored to the specific
round year after year? And why is my child still fears and concerns of these communities, were much
infected by polio when he has been vaccinated many more successful.
times”………... In industrialized countries children
Children’s vulnerability to infections and diarrhea somehow reduced the efficiency of each dose of OPV in fighting the poliovirus.
Both these examples underline the
importance of empathy in design
• By leveraging economies of scale, streamlining processes, and
focusing on post-surgical care, he made cardiac care affordable for a
vast number of Indians.
• The subsequent campaigns, which involved community leaders and
provided education tailored to the specific fears and concerns of
these communities, were much more successful.
India's Thorium Research
Background:
• India has one of the world's largest supplies
of thorium. Recognizing this, India has
invested significantly in researching
thorium-based nuclear reactors.

Empathy in Design:

Understanding India's energy needs and its limited

uranium reserves,
the Department of Atomic Energy has been
proactive in pursuing thorium as a future energy
source.
This anticipatory approach can be seen as an
empathetic response to the country's future
energy security.
 Kudankulam Nuclear Power Plant Protests
Background:
• The Kudankulam Nuclear Power Project in Tamil
Nadu faced significant protests from local residents
and activists concerned about the safety of the
plant and its impact on the environment..

Lack of Empathy in Design:

• While the plant was technically sound and adhered to
international safety standards, there was a
communication gap between the atomic energy
authorities and the local population.
• Concerns about the potential impact of the plant on local
• Some people in and around Kudankulam are concerned that the hot water fisheries, the environment, and fears from past nuclear
discharged from the plant into the sea will harm marine life and fish catch. disasters like Fukushima were not thoroughly addressed in
Protestors also claim that the plant's effluent releases toxins into the sea, impacting the early stages, leading to distrust and resistance from
the quality of fish. local communities.
• Protestors fear that the plant will take away their livelihood and that of future
generations.
• There are disproportionate fears about nuclear power due to events like Fukushima.
Both these examples underline the
importance of empathy in design

In both domains, understanding the needs, concerns, and context of

the target population or the environment proved crucial for the success
or challenges faced by the projects..
Sulabh International's Eco-friendly Toilets
Background:
• In many parts of India, open defecation has
been a major challenge, leading to water
pollution, spread of diseases, and other
environmental and social issues.

Empathy in Design:

• Recognizing this significant challenge, Dr. Bindeshwar

Pathak founded Sulabh International, which developed
and popularized a two-pit pour-flush toilet system.
• These toilets are cost-effective, easy to construct, and
require minimal water. More importantly, they are
environmentally friendly, converting human waste into
bio-degradable compost.
• Sulabh's design was grounded in an understanding of
India's diverse socio-cultural landscape and the need
for sustainable sanitation solutions.
River Cleaning Initiatives
Background:
• Several rivers in India, including the holy river Ganga,
have been subject to pollution due to industrial wastes,
immersion of idols, and other human activities

Lack of Empathy in Design:

• Multiple government initiatives have been launched over the years to clean the Ganga and other rivers.
• However, many of these initiatives faced challenges because they did not fully incorporate the socio-
cultural and local industrial practices that contribute to the pollution.
• Cleaning a river isn't just about removing the existing pollutants; it's about understanding and
addressing the root causes of pollution.
• There was a need for a more empathetic approach that considers local businesses, religious practices,
and community behaviors that contribute to the state of these rivers.
Both these examples underline the
importance of empathy in design
For environmental engineering projects, especially in diverse and
culturally rich countries like India, understanding the socio-cultural
backdrop and local practices is crucial.
The success of Sulabh's toilets can be attributed to their simple yet
effective design that catered to the local needs.
On the other hand, the river cleaning initiatives, while noble in their
goals, needed a deeper understanding of the complex interplay of
various factors contributing to the pollution.
Define
Stage Two
Define a problem
Stage Two
Define-Consolidate Insights
and outline user problems
Re-visit unknown to align new knowledge

Distil research findings in to artefacts

Start to tell a story

Generate problem statement collaboratively

Record everything
Define-Consolidate Insights and outline user problems
The Define stage is about pausing to consider and identify what problems to tackle
before jumping straight into development. This requires the team to pull together
and make sense of the research findings from the Empathise stage.
Taking the time to do this allows you to:
• define the main trends, user needs and opportunities to improve an experience
• provide clarity around which pain points are the most significant, so that the
development of different areas can be prioritised in line with user needs
• create deliverables that offer a single source of truth and encourage a human-
centred focus amongst stakeholders
• provide a strong foundation for ideation, as concepts can be aligned to the
defined problem statements or opportunities, that are grounded by prior research.
Defining the problem statement accurately is indeed critical in shaping
the trajectory of a project's success or failure. Here’s how this played
out in various industries with examples of projects:
Problem Statement
Affordable Healthcare
Model
• Problem Statement: "High mortality
rate due to cardiac diseases in India is
exacerbated by the lack of access to
affordable cardiac care for the majority
of the population."
• Why Success: This well-defined problem
statement allowed Dr. Shetty's initiative
to focus on creating a scalable model for
affordable healthcare. By identifying the
core issue - the inaccessibility due to
cost - Narayana Health could innovate in
medical processes, cost reduction, and
economies of scale, leading to increased
accessibility of cardiac care
Thorium-Based
Nuclear Program
• Problem Statement: "India's energy
demands are increasing rapidly, but
limited uranium reserves are insufficient
to sustain long-term nuclear energy
production."
• Why Success: The specific focus on
India's unique resource availability
(limited uranium, abundant thorium)
shaped the research towards
developing thorium-based reactors. The
clear understanding of this problem has
led India to become a leader in thorium
reactor research.
Eco-friendly Toilets
• Problem Statement: "A significant
portion of the Indian population
practices open defecation, leading to
environmental pollution and public
health issues, due to the lack of
affordable and sustainable sanitation
solutions."
• Why Success: Dr. Pathak’s clear problem
statement directed Sulabh International
to innovate eco-friendly and culturally
acceptable toilets. Their success is due
to focusing on the affordability and
sustainability of sanitation, which
addressed the heart of the issue
Failure: Google Plus (Google+)

• Problem Statement: "Google needs a social networking service

to compete with Facebook. "Consumers need a centralized
platform for all their social networking interactions."
• Why Failure: This problem statement is centered on the
company's desire to compete rather than a user-centered need.
It failed to define what unique problem Google+ would solve for
users.
• Without a clear problem defined from the users' perspective,
Google+ struggled to gain a dedicated user base and eventually
shut down.
• Google Plus (Google+) could be re-examined under this problem
statement. It was designed to be a unifying platform for various
social interactions, combining features from different social
media into one.
• However, the statement assumed that users were looking for
consolidation and failed to identify that users had established
networks and behaviors on existing platforms.
Medicine in India

Problem Statement:
"There is a need to reduce the prevalence of counterfeit drugs in the Indian
market."
Failure Example:
There have been attempts to tackle the counterfeit drug problem in India using
various methods, such as SMS-based verification systems where consumers
send a code to a number and get a reply confirming the drug's authenticity.
• However, some of these systems failed because they assumed that
consumers would take the additional step of verifying the drug and that
counterfeiters would not be able to fake the verification codes.
• The problem statement failed to address the sophistication of counterfeiters
and overestimated the consumer's likelihood of taking extra verification
steps.
Why Failure:
• The problem statement did not account for the complexities of human
behavior and the resourcefulness of counterfeiters. It also did not
incorporate the diverse population segments, including those not
comfortable with technology or unable to access it.
 Waste Management
Problem Statement: Several Indian municipal corporations
and Smart Cities Mission.
"Urban areas require better waste management systems to handle increasing
waste volumes."
Failure Example:
• Several smart bin projects in India have failed to achieve their objectives. These
smart bins were designed to optimize waste collection by signaling when they
were full.
• However, the problem statement did not consider that merely knowing when a
bin is full does not address the inefficiencies in the waste collection and
processing system.
• Moreover, in many instances, these bins were not robust enough to handle the
volume and variety of waste, leading to quick deterioration and malfunction.
Why Failure:
The problem statement was too narrow and technologically focused. It did not
consider the end-to-end waste management process, including collection logistics,
recycling capabilities, and the socio-economic factors of waste pickers and informal
recycling networks
• These instances demonstrate the importance of crafting a problem
statement that is both accurate and comprehensive. The failure of
these projects, in part, can be attributed to a mismatch between the
defined problem and the actual needs or behaviors of the target
audience. Additionally, external factors such as market conditions,
user behaviors, and operational challenges also played significant
roles in the outcomes of these endeavors.
Ideate
Stage Three
Ideate-Brainstorm creative,
human-centred ideas

Lead with User needs

Involve multi functional teams

Lay down the rules

Separate Ide generation and evaluation

Think about how to communicate the Ideas

Ideate-Brainstorm creative, human-centred ideas
This is the most creative stage in the Design Thinking process, as it is where you
generate potential solutions to the previously defined problem statements. Several
ideation techniques exist to encourage creativity in (or as) individuals, before
collaborating as a team to develop and move forward with the best concepts.

Following Design Thinking principles at this stage allows you to:

•Together diverse perspectives in a judgement-free environment, which allows

people to be open about their ideas
• Generate innovative solutions which offer an advantage over competitors, by
thinking beyond any technical or business constraints
• Achieve a sense of shared ownership and buy-in to ideas by stakeholders, as they are
personally involved in the creation process.
Ideating Stage
This is the most creative stage in the Design Thinking
process, as it is where you generate potential solutions
to the previously defined problem statements. Several
ideation techniques exist to encourage creativity in (or
as) individuals, before collaborating as a team to
develop and move forward with the best concepts.
Following Design Thinking principles at this stage allows
you to:
• Bring together diverse perspectives in a judgement-
free environment, which allows
people to be open about their ideas
• Generate innovative solutions which offer an
advantage over competitors, by
thinking beyond any technical or business constraints
• Achieve a sense of shared ownership and buy-in to
ideas by stakeholders, as they are
personally involved in the creation process.
Ideation

• Lead with user needs.

• Involve multifunctional teams.
• Lay down the rules.
• Separate idea generation and
evaluation
• Think about how to
communicate ideas.
Ideation
Aravind Eye Care System
Ideation:
• The ideation behind Aravind Eye Care was to create a self-sustaining and scalable
model that could deliver high-quality eye care to the masses, including those who
could not afford to pay.
Factual Case:
• Dr. Govindappa Venkataswamy founded Aravind Eye Hospital in 1976. The ideation
was influenced by the principles of efficiency, effectiveness, and economies of scale.
The 'assembly line' system, where the most skilled doctors focused on critical
aspects of surgery, increased the number of surgeries conducted while maintaining
quality.
Resulting Success:
• Aravind Eye Care is now the largest eye care provider in the world. The model works
on a cross-subsidy basis where the profits from paying patients help cover the costs
of non-paying ones. The success is attributed to a clear understanding of the
problem, innovative solutions, and sustainable business modeling.
Economies of Scale: Aravind achieves cost reduction
through high-volume surgeries and in-house
manufacturing of ophthalmic products.
Preventive Eye Care: Early detection through eye camps
allows for less expensive, preventative treatments,
reducing the need for more costly interventions.
Skilled Assistants: Training ophthalmic assistants ensures
a steady supply of skilled support staff to aid doctors,
increasing operational efficiency.
Target Costing: By employing target costing methods,
Aravind systematically controls costs while maintaining
quality, focusing on high volume and low margins.
Aurolab Partnership: Collaboration with Aurolab allows
for affordable intraocular lenses, avoiding expensive
imports and supporting cost-effective treatments.
Learning Curve Advantage: The organization capitalizes on
the learning curve, continuously improving speed and
efficiency with growing experience.
Ideation
Pathological Labs Overexpansion
Ideation:
• In the early 2000s, there was a boom in private investment into pathological labs
and diagnostic centers across India, with a business model primarily focused on
rapid expansion to capitalize on the growing demand for healthcare services
Factual Case:
• Many private investors and companies aggressively expanded chains of diagnostic
labs across India without proper consideration of market saturation, operational
logistics, quality control, or regional healthcare needs.
Resulting Failure:
• This led to an oversupply in certain urban areas, with many labs becoming
unprofitable due to high competition, low price points, and lack of differentiation.
Additionally, rural areas remained underserved, demonstrating a misalignment
between service distribution and patient needs.
• These two cases show how proper ideation that considers the unique challenges
and opportunities of the medical landscape in India can lead to success, while
failure to do so can result in misallocation of resources and ultimate failure. The
Aravind Eye Care System’s approach to ideation, deeply rooted in empathy and
operational efficiency, resulted in a sustainable and impactful healthcare delivery
model, while the undifferentiated and profit-driven expansion of diagnostic labs
overlooked the critical nuances required for long-term success.
Prototype
Stage Four
Prototype- Build
representations of potential
solutions
Lead with User needs

Plan the scope of testing

Take action and fail fast

Choose right tools and fidelity

Think about how to communicate the Ideas

Prototype
• In the realm of science and
technology, the quality of a
prototype can make or break a
project.
• Prototypes are essential to test
the feasibility, identify design
flaws, and refine the functionality
of a product before it goes into
full-scale production.
• Here are two Indian cases where
the prototype stage proved
critical to the project's outcome.
In order to test and iterate your design ideas, you
need a way to clearly communicate the idea to
users, in the context of a particular experience.
However, rather than developing a fully functional Prototyping
product or service when still in the early stages of
development, you need something else to bring
the idea to life.
This is where prototyping comes in, as it allows
you to:

• Test assumptions, obtain feedback and identify

problems in the design quickly, so
that it can evolve with each iteration, or the
direction can be changed where necessary
• Optimize use of time, money, and resources by
only building what is necessary to communicate
and test the area(s) of interest
• Convey potential solutions to stakeholders as
well as users, so that they understand and are
motivated to buy into the design.
Prototyping

• Keep the user in mind.

• Plan the scope of testing.
• Take action and fail fast.
• Choose the right tools and
fidelity
• Record questions for testing.
 Successful Use of Prototyping:
ReNew Power - Solar Energy Solutions
• Success Case: ReNew Power, one of India's leading renewable energy
companies, has successfully utilized prototyping in developing their solar
energy solutions.

• Prototyping: They rigorously tested different solar panel designs and energy
storage systems in small-scale settings to assess efficiency and durability
under various environmental conditions.

• Resulting Success: By identifying the best materials and designs through

iterative prototyping, ReNew Power was able to deploy reliable, high-
performance solar parks across India. Their ability to refine and optimize their
technology through prototyping helped them to become a renewable energy
powerhouse, significantly contributing to India's green energy capacity.
Failure Due to Poor/No Prototyping:
The Namma Metro in Bangalore faced significant delays
and cost overruns, particularly in its Phase I
implementation.
Prototyping:
• Initially, the project suffered from insufficient
prototyping of underground sections, integration of
signaling systems, and platform designs which led to
compatibility issues with the rolling stock and
operational inefficiencies.
Resulting Failure:
Bengaluru: Deaths show chinks in Namma Metro's safety .
• Due to these oversights in the early prototyping and
Chaos at Bengaluru Metro stations as signal system fails design phase, the metro's launch was delayed, and
the project ran over budget. Additionally, the
Bengaluru metro pillar collapse: Built by? inadequate testing of signaling systems caused
numerous operational challenges post-launch. It's a
Bengaluru metro pillar collapse: Husband recounts horror prime example where proper prototyping could have
that killed his wife, son identified and mitigated these issues before the full
rollout.
Test
Stage Five
Test- Gather feedback
for real/targeted users
Re-visit the goals and scope of testing

Identify who to test with

Consider research logistics

Test your solution with users

Iterate and retest

Make best out of Testing
• Re-visit the goals • Reduce Risk
and scope of
testing. • Prevent Defects
• Identify who to • Build Confidence.
test with.
• Verify requirements
• Consider
research • Validate test Objects
logistics.
• Find Flaws or
• Test your defects
solution with
users. • Product evaluation
• Iterate and re- report
test.
TEST – BUT WHY
Testing involves gathering feedback from real or
target users to evaluate a design’s
Success and identify where improvements are
needed. The Test and Prototype stages
Usually occur in a cycle, as prototypes are refined
(or replaced) in line with user
Feedback before being re-tested again and again,
until the product or service is ready to be launched.
The Test stage is essential to:
• Identify usability and accessibility issues early, so
that the user experience can be optimised prior to
implementation, hence saving time and money
• Keep the user at the heart of decision-making, by
determining whether the design satisfies their
needs, rather than being driven by assumptions
• Reveal unexpected insights that were not
uncovered during the Empathise stage and may
invalidate or re-focus the problem or solution.
Test :Impact of Lapses in Testing
The Indian Space Research Organisation (ISRO) - GSLV-F02
• Issue: In 2006, the Geosynchronous Satellite Launch Vehicle
(GSLV-F02), carrying the INSAT-4C satellite, failed just after liftoff.
• Inadequate Testing: The failure was attributed to insufficient
testing of the indigenously developed cryogenic engine. A
propellant leak was detected in the cryogenic stage, pointing
towards possible oversights in the rigorous testing of the engine
and its components under the conditions that simulate the
actual launch environment.
• Resulting Failure: The failure led to the loss of the vehicle and
the satellite, costing ISRO both financially and in terms of its
reputation. The INSAT-4C, which was intended to support
telecommunication, television services, and emergency
communications, was lost.
• Factual Data: The total loss was estimated to be over $60 million,
including the cost of the satellite and the launch vehicle.
Test :Impact of Lapses in Testing
The Kolkata Flyover Collapse
• Issue: In 2016, a portion of the under-construction Vivekananda
Road Flyover in Kolkata collapsed.
• Inadequate Testing: While the primary investigation suggested
design flaws, use of substandard materials, and project
mismanagement, it also pointed towards a lack of proper testing
protocols to ensure the structural integrity of the flyover during
the construction phase.
• Resulting Failure: The collapse caused deaths and injuries to many
people, alongside considerable financial losses and delays in the
project. It highlighted the deficiencies in testing and quality
control in public infrastructure projects.
• Factual Data: The incident resulted in at least 27 fatalities and
over 80 injuries. The cost implications were severe, not only in
terms of the reconstruction efforts but also due to the legal
compensations and loss of public trust in infrastructure projects.
• These two cases show that regardless of the field, whether it is
high-tech aerospace or civil infrastructure, the lack of proper
testing can lead to failures with dire consequences, both in human
and financial terms. They underscore the critical importance of
thorough testing and quality assurance throughout the design and
construction processes.
 Design Thinking Mind-set
• All stages of Design Thinking are
brought together by a common mindset
which must be adopted to maximize the
effect of the approach.
• While building the project team, One
should ensure members are open
minded, curious, non-judgmental, and
collaborative.
• However, One should also enlist those
with specialist knowledge to offer
different perspectives and expertise
throughout the project.
• Keep the user in focus

• See problems as
opportunities

• Show, don’t tell

• Bias towards action

• Embrace experimentation
• Focuses on end user resulting
Increased user satisfaction

• Streamlined processes

• Enhanced creativity and Value

Creation

• Building a collaborative culture for

Collective expertise

• Testing and Testing and testing for a

desired result/outcome