The Role of Design Thinking in Business

A Project Submitted to

University of Mumbai for partial completion

of the degree of
Master of Commerce (Business Management)

Under the Faculty of Commerce

By

Manishaa Khanna
Roll No. 33

Under the Guidance of

Prof. Dr. Antara Sonawane Sarode

K. P. B. Hinduja College of Commerce

Charni Road, Mumbai – 400004.

January 2023
 K. P. B. Hinduja College of Commerce
Charni Road, Mumbai – 400004.

Certificate

This is to certify that Ms. Manishaa Khanna, Roll No. 33 has worked and duly
completed her Project Work for the degree of Master of Commerce under the Faculty
of Commerce in the subject of “Business Management” and her project is entitled, “The
Role of Design Thinking in Business” under my supervision.

I further certify that the entire work has been done by the learner under my guidance
and that no part of it has been submitted previously for any Degree or Diploma of any
University.

It is her own work and facts reported by her personal findings and investigations.

Name and Signature

of Guiding Teacher

Date of Submission: January, 2023.

 Declaration By Learner

I, the undersigned Ms. Manishaa Khanna hereby, declare that the work embodied in
this project work titled “The Role of Design Thinking in Business” forms my own
contribution to the research work carried out under the guidance of Prof. Dr. Antara
Sonawane Sarode is a result of my own research work and has not been previously
submitted to any other University for any other Degree/Diploma to this or any other
University.

Wherever reference has been made to previous works of others, it has been clearly
indicated as such and included in the bibliography.

I, here by further declare that all information of this document has been obtained and
presented in accordance with academic rules and ethical conduct.

Manishaa Khanna
(Name and Signature of the Learner)

Certified by

Prof. Dr. Antara Sonawane Sarode

(Name and Signature of Guiding Teacher)
 Acknowledgement

“True teachers use themselves as bridges over which they invite their students to cross;
then, having facilitated their crossing, joyfully collapse, encouraging them to create
bridges of their own.”

— Nikos Kazantzakis

I would be derelict in my duty if I fail to acknowledge the following people as being

idealistic channels that have helped me navigate my journey to the completion of this
project.

I would like to thank the University of Mumbai for providing me with the opportunity
to create this project that has further expanded my knowledge.

I would like to thank my Principal, Dr. Minu B Madlani for providing the necessary
facilities required for the completion of this project.

I take this opportunity to express my profound gratitude and deep regard to our
Coordinator and my Project Guide, Prof. Dr. Antara Sonawane Sarode for her moral
support and advice. She has been an exemplary source of guidance and valuable
feedback. Her valuable suggestions, constant encouragement and perceptive criticism
have been of immense help throughout my project work. Working under her has been
an extremely knowledgeable experience for me.

I would like to thank my College Library, for having provided various reference books
and magazines related to my project.

Lastly, I would like to thank every person who has directly or indirectly helped me in
the completion of the project, especially my Parents and Peers who supported me
throughout my project.
 INDEX

SR.
CHAPTERS PAGE
NO.
NO.
Introduction
1
1.1 Meaning of Design Thinking 2

1.2 History of Design Thinking 6

1.3 Different Methodologies in

12
Design Thinking and Innovation
1.4 General Process of Design
17
Thinking

2 SAP methodology of Design Thinking

2.1 Problem and Solution Space 22

2.2 Scoping 24

2.3 360° Research 26

2.4 Synthesis 31

2.5 Ideation 37

2.6 Prototyping 41

2.7 Validation 43

2.8 Development 45

2.9 Testing 45

2.10 Implementation 46
3
Role of Design Thinking in Business

3.1 Need for Implementation of

47
Design Thinking

3.2 Design Thinking Workshop 52

3.3 Importance of Business

62
Innovation
3.4 Flaws in Design Thinking and
67
methods to improve them
3.5 Successful business examples of
71
Design Thinking
3.6 Future of Design Thinking in
74
Business

4 Review of Literature 75

5 Research Methodology

5.1 Research Statement 79

5.2 Research Objectives 79

5.3 Research Design 79

5.4 Sampling Method 80

5.5 Sampling Design 80

5.6 Data Collection 80

5.7 Analysis of Data 81

5.8 Limitations 81

6 Data Analysis and Interpretation

 6.1 Analysis of Primary Data 882

7 Findings and Conclusions 107

8 Bibliography 108

9 Annexure - Questionnaire 110