DESIGN THINKING

Prof. Dr. Peter Mattheis

Managing Consulting Companies
Presented by Mansi Khot
BCM 2023
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 Agenda

1 • Definition

2 • Process

3 • Popularity

4 • Case Study

5 • Message

6 • Conclusion

7 • References

2
Definition What is Design Thinking?

Technology Business

People

Simply: Design thinking is a human centric approach for solving

problems by creating new ideas.
Definition Process Popularity Case Study Message Conclusion 3
 Process Process of Design Thinking
According to D.school - Stanford University

Test
solutions

With your users

Start creating
solutions

Your users’ needs, their problem

Creating ideas for innovative
and your insights
solutions
Definition Process Popularity Case Study Message Conclusion 4
 Process Process of Design Thinking

“Design thinking is not a linear path. It’s a big mass of looping back to different
places in the process.”
David Kelley, Founder of IDEO
  Definition Process Popularity Case Study Message Conclusion 5
Popularity Success of Design Thinking

Definition Process Popularity Case Study Message Conclusion 6

 Case
Study

AirBnB is a community marketplace for accommodations. It enables

people to list, discover and book their properties to guests via their
website or smartphone applications.
Case Study: In 2009, Airbnb was close to going bankrupt. Like so many
startups, they had launched but barely anyone noticed. The company’s
revenue barely reached 200 dollars a week.

Result: Through applying Design Thinking, Airbnb has gone from

making 200 euros a week to revolutionizing tourism: more than
1,500,000 ads in 192 countries and 34,000 cities with a total number of
roomers in excess of 40 million in 2015.

Definition Process Popularity Case Study Message Conclusion 7

 Case
Study How Airbnb use Design
Thinking?
Empathize Define Ideate Prototype Test Looping

Every new
People were Posted more
Rented a employee at
not booking The interesting Airbnb
camera and Airbnb, during
rooms customers began to
spent time with pictures of the first week,
because they needed accommodati turn over
the hosts in makes a trip,
couldn’t more on on the twice as
their homes to documents it
actually see pictures of much a
take good website. and shares
what they accommodat week, 400
pictures of the insights with
were paying ion in real. dollars.
houses. his/her new
for.
department.

Definition Process Popularity Case Study Message Conclusion 8

Message

“Design leads to innovation and innovation

demands design.”

Indra Nooyi – CEO Pepsi.Co

Definition Process Popularity Case Study Message Conclusion 9

Conclusion

 The objective is to gain the deepest understanding of the

users and provide innovative solutions.

 It is a five-stage non - linear process.

 It is similar to agile methodology.

Definition Process Popularity Case Study Message Conclusion 10

 References

 Definition of design thinking

https://designthinking.ideo.com/faq/how-do-people-define-design-thinking#:~:text=%E
2%80%9CDesign%20thinking%20is%20a%20human,Tim%20Brown%2C%20CEO%
20of%20IDEO
5 Stages in the design thinking process
https://www.interaction-design.org/literature/article/5-stages-in-the-design-thinking-pro
cess
Case Study: How Airbnb use design thinking in projects?
https://www.bbva.com/en/airbnb-design-thinking-success-story/
Mindmap of Design Thinking
https://www.biggerplate.com/mindmaps/sfCebsHg/the-5-steps-of-the-design-thinking-
process
Design Thinking Process Image
https://www.interaction-design.org/literature/article/stage-3-in-the-design-thinking-proc
ess-ideate
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