SEMESTER –IV UNIT- 1

Intro to Design Thinking

Semester-V Unit-IV
SEM ESTER –V
U NIT -4
 CONTENTS
Day 01 Day 04
Value Proposition Testing in Design Thinking
Day 02
Day 05
Prototyping
Role of DT in Your Work
Day 03
Day 06
Prototyping your idea
Project Work
DAY -1 VALUE
PROPOSITION
VALUE
PROPOSITION
WHY WILL YOUR CUSTOMER BUY YOUR
PRODUCT OR SERVICE?
WHAT IS A VALUE
PROPOSITION
• A promise of the value that customers will get from
your service or product
• It is a belief that you create in the consumers mind that
the product/service will add value to her life
• An innovation or a unique feature that makes a
product or service attractive to customers

Why do we need a value proposition?

• Class to respond
 FEATURITIS VS. THE HAPPY USER PEAK

http://headrush.typepad.com/creating_passionate_users/2005/06/featuritis_vs_t.html

Kathy Sierra, 7
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 EVALUATING How much of the

USER-CENTRICITY customer’s time

did I waste?
[0,0]

IN A SERVICE
Continuous
Improvement
Path

How much
customer anxiety
did I cause

What did our service do to the customer’s life?

In providing the service, how much of my associates life-time did I
waste, and how much anxiety did I cause to the associate

Kalyan Talluri, Imperial College Business School 8

Copyright © 2017 Tata Consultancy Services Limited | Restricted
 SERVICE VALUE PROPOSITION

GAIN GAINS
CREATORS
Service Provides Customer Needs
PAIN
RELIEVERS PAINS

9
Copyright © 2017 Tata Consultancy Services Limited | Restricted
VALUE PROPOSITION CANVAS

Watch the video What did you learn from it?

 VALUE PROPOSITION – APPROACH 2

For? Name? IS... That... Unlike... X... In a time

Service or Differentiator
product
Key problem
solving ability
when
Casual Instagram Facebook
Category
photogra- or Everyone has
Allows you an awesome
phers A photo Flicker Makes a
to share camera phone
sharing App moments of single photo
special in their
your life on pocket
the go

https://youtu.be/8vdoR3I7XBg (examples)

Geoffrey Moore 11
Copyright © 2017 Tata Consultancy Services Limited | Restricted
 • Create Value Proposition for an existing service –

VALUE – Swiggy
– Tiktok
PROPOSITION – Twitter
ACTIVITY – Your choice
VALUE PROPOSITION – HOME
ASSIGNMENT
• List the pain relievers and gain creators of your service
• Identify other similar services i.e. your competitors
• Identify the differentiator from other similar services/competitors
CREATE YOUR VALUE
PROPOSITION

Discuss the home assignment

Class activity Design the value proposition for your product/service
Create Value Proposition Canvas

15 mins
Business Canvas Model
Key Partners Key Activities Value Propositions Customer Customer Segments
Relationships

Purchasing,
cooking, quality Website and
Sales partners, checks, delivering, Facebook page
delivery creating the brand for feedback,
partners 1. Butter Chicken communities to
Anyone who
Readymade to eat 2. share recipes,
likes to eat
Butter Chicken loyalty program
chicken
packaged, preserve
and eat later
Key Resources Channels
Good quality
chicken and Company owned
other ingredient shops, super marts,
suppliers Chef, cooks, daily need stores,
modern kitchens, online ordering, call
raw material to to order and onsite
make excellent delivery, newspaper
butter chicken inserts

Cost Structure Revenue Streams

Cooks salaries, set up

and operating expenses Sales from
of the kitchen, sales an
d various sale
marketing points

sanjay@startupcoach.co
DAY - 2 PROTOTYPE
 WHAT IS A PROTOTYPE?
A prototype is a simple model
of an idea or a solution that
has been proposed for a given
problem statement.
Design Thinking teams share the
prototype with end users to quickly test
or validate their ideas without getting
into actual implementation phases.
How does a prototype help?
A protype helps to quickly get answers to the following questions:
• Do the users think that the prototype can scale up to an actual
product/service that can solve their challenges?
• Do they think it is all wrong and will not serve their purpose?
• What changes would the users suggest in the prototype?
 SIMPLE TO ELABORATE PROTOTYPES

Simple Average Elaborate

(Low-fidelity)
Sketch, paper cut-out, high
level process flow,
schematic diagram, short
skit
(Medium-fidelity) (High-fidelity)
Detailed storyboards or Wireframes, functional
sketches, paper / had prototypes, etc.
crafted models, detailed
process flow, detailed
diagram
Here’s a quick activity.
WHAT HAPPENS
NEXT?
You just learnt that a prototype is shared
with the end users (for whom we are trying
to solve the problem) to get their feedback
on it. Take a minute to think
and type in your
thoughts
What do you think happens next?
You have one minute to think and then type
your answer into the chat box.
FAIL FAST, FAIL OFTEN
Yes, prototype is the phase where iterations begin in the Design Thinking
process. Based on user inputs, the first simple (low-fidelity) prototype is
modified, updated and fine-tuned into elaborate (high-fidelity) prototypes and
finally a functional prototype.

Empathize Define Ideate

Test Prototype

Fail fast and often as innovative breakthroughs arise from failure. 

DAY - 3 PROTOTYPE
YOUR IDEA
• This is a group activity
• You will have to create the first prototype of your C R E AT E Y O U R
solution FIRST
• You will present your ideas as a group after the P R O TO T Y P E
activity Let’s ideate

• You will have to share this prototype with your end

users and get their inputs
• Then build the next prototype
• Again share in class first as a group
 • Identifying the entire journey & different touchpoints in that journey – ‘moments that matter’
(IDEO)
• Early indicators – storyboarding can help visualize and provide confidence in the ideas
• Engage stakeholders – Tap the instincts of people who are living the journey – validate your
prototype with the stakeholders

DIFFERENT • Time-based moments: How the service will be used over time – punctuating moments of
engagement e.g. insurance
ACTIVITIES IN
PROTOTYPING • Imagine an idealized version: Users can visualize an ideal solution and low fidelity prototypes
are good for these exercises as users want to give you feedback to meet their needs.
• Use constraints – Push beyond the normal mediums that are used., designing through space,
signage, etc. Often we have a bias towards certain channels e.g. healthcare through people

Reference IDEO: https://www.ideou.com/blogs/inspiration/6-tips-for-prototyping-service-design-

experiences#:~:text=Prototyping%20is%20such%20a%20powerful,to%20gather%20feedback
%20around%20that.
DIFFERENT WAYS OF PROTOTYPING

• Role playing e.g. Ideo team actually trying to fit into a small space for airline service design
(how close can you get when you are sleeiping) or restaurant workflow – remap the flow of
employees as they are producing food to make it more effieicne and higher quality
• Storyboards detailing the journey
• Creating small videos to highlight the multiple touchpoints of an experience
• Mock ups
• Paper Prorotype, Digital Prototype, Native Prototyping
• https://youtu.be/JMjozqJS44M
DAY - 4 TESTING IN
DESIGN THINKING
ADOPT A BEGINNER’S
MIND
“In the beginner’s mind there are many possibilities,
in the expert’s mind there are few.” Zen teacher
Shunryu Suzuki
 
When a designer tests the prototype with a beginner’s
mindset it opens many new options for the design

Design Thinker’s mantra…..

Test early, test often
WHY IS TESTING NEEDED IN DT

• Feedback from the user is extremely valuable

• If we do not get a clear understanding of what users

need the solution will fail

• Design Thinking is a flexible and non- linear process  

• Testing can be done throughout the five steps of

Design Thinking, though usually it is done at the
Prototyping stage

• Testing can be combined with the Define stage. Design

Thinkers gather observations about the users. When
those observations are taken through testing, they
may give insights which could change the problem
statement

• Similarly, prototyping can happen before ideation.

Designers create simple prototypes to better
understand the users
 ALWAYS
CONDUCTING REMEMBER
A USER
TEST IN THE TESTING
PHASE
FAIL FAST LEARN
FASTER
 CONDUCT A USER TEST

It is a good idea to do the

Try not to disrupt the user’s
testing in a natural environment
Inform the user about the interaction with the prototype.
where the users would use the
prototype and testing but do not Resist the urge to correct the
prototype. Try to recreate the
share the details user. User mistakes are learning
real life setting where the users
opportunities.
are likely to use the product. 

Let it be free flowing where

users can talk about the Ask follow up questions
experience
 Methods for Testing
1. Feedback Capture Grid

LIKES CRITICISMS

QUESTIONS IDEAS
 Methods for Testing
2. I LIKE, I WISH, WHAT IF

I LIKE I WISH WHAT IF

 PARAMETERS FOR
USER ACCEPTANCE TESTING
• This is a group activity
• You will have to test your second iteration of the prototype TEST YOUR
with your end users
FIRST
• Before the testing you need to:
P R O TO T Y P E
• Identify the testing parameters (what is the ideal
Let’s ideate
experience of the product or service that you want to
provide to the users)
• Create a document where you can capture their feedback
on the testing parameters
• Conduct testing with at least three people from your target
group
• Share test results as group in the next class.
 TESTING
Let’s consider a scenario where you PA R A M E T E R S – A
SCENARIO
are trying to test an App which
answers the HMW statement – How
might we make it easier for elderly
people to get medicines during
lockdowns and similar situations.
TESTING PARAMETERS
• Does the App answer the HMW statement
• Is the App safe and secure: What are the safety and security challenges that you can foresee
when elderly people use this App?
• Create testing use cases: What type of use cases do you need to test the App for? For example,
how easily can a user with cataract handle the app? How can the App handle sudden spike in
demand? What happens if a medicine is unavailable?
• Check user experience: Does the App map to the experience journey that you designed for the
end user? For example, do the elderly people find it easy to use the App which (assume) uses
voice commands to execute tasks? Can they understand the responses of the virtual assistant?
• Help features: What are the immediate help features available in the App?
• Check against the user feedback received during the iterative prototyping process.
 ROLE OF DT
DAY -5 IN YOUR
WORK
OPEN HOUSE DISCUSSION

Topic for the day:- ROLE OF DESIGN THINKING IN MY WORK

Time: Groups will get 10 minutes time to discuss.

Each group will have to share five points with suitable examples.

Type out the points in the group chat or in the whiteboard.

Finally all the points can be collated in a slide or two.

LET US
WATCH

YOUTUBE VIDEO
MATCH THE DESCRIPTIONS IN COL A WITH THE DISCIPLINES IN COL B

A B
• Explore options and solve problems
• Learn to adapt to changing expectations AGILE
• Human centric
• Way of working DESIGN THINKING
• Discover the shape of the solution
• Way of refining the solution
You might be thinking…..Some of the descriptions are so similar !!!
… Am I on the right track??? Do not worry.
Despite their differences both the disciplines have some fundamental similarities .
 CUSTOMERS ARE COLLABORATORS
BOTH IN AGILE & DESIGN THINKING
“Our highest priority is to satisfy the customer through
early and continuous delivery of valuable software.” …Agile
manifesto

…with a little change we can use it to define a design

thinking project

“Our highest priority is to satisfy the customer through

early and continuous delivery of valuable solutions and
products.”….
DESIGN THINKING AGILE

• Look for the right problem to solve
• Listen, observe & empathise with
customers
• Used for solving complex problems
• Solve problems which are predefined
• Involves customers
• Project management methodology

Design Thinking +Agile = Increased Communication, Collaboration, Empathy,

Innovation, Vision, Value, Winnability and Customer Centricity.
 SHARE YOUR SATORI

Now that we have walked together to explore

Design Thinking we would pause for a while and
hear from each other…
What did you learn from your experience…
Share your very personal learning..
Your own satori.
 DAY – 6

PROJECT
WORK

W H AT Y O U N E E D T O D O
• As a team, you will have to choose any one of the
following projects. TEST YOUR
• Read the guidelines (on next slide) carefully FIRST
P R O TO T Y P E
Option 1: Each group needs to present a Prototype of Let’s ideate
how they can apply DT in their functional work or
coding. Examples will be provided to explain what
exactly they need to do.

Option 2: Each group will apply DT to create a

prototype to improve any existing product or service.
 FINAL PRESENTATION
Presentation Format:
1. Team names and photos
2. Name of product and the 2 line description
3. 5 phases of design thinking and key deliverables in each stage
a. Empathize – Key stakeholders interviewed, Data gathered during 6 thinking hats exercise, Persona slides, key insights derived
from user study, Empathy Map
b. Define – Problem statements and chosen problem statement
c. How Might We Statements
d. Ideate – different ideas – Million dollar, Six Thinking hats;
e. Sweet Spot of DT: 3 Aspects: Technical feasibility, Customer Impact, Business Viability
f. Top Three Ideas and Final Idea
g. Value Proposition
h. Prototype – Different stages of prototype with visuals
i. Test – Testing parameters, use cases, feedback capture grid, feedback analysis (if any), plan to implement changes based on test

The presentation should be visual and concise. Everyone in the team should present.
 
Evaluation criteria:
•Quality of Insight, Quality of Solution (functional), Quality of Solution (emotional), Impact on Customer, Quality of Storytelling.
PROJECT GUIDELINES

For both options, groups need to:

a) Complete all phases of the Stanford DT model.
b) Include the outputs of each phase in their presentation.
c) Ensure participation from all group members.
d) Total time for the project is 12 hours out of which two hours will be in
classroom for group presentations.
THANK YOU