Introduction To Design Thinking

Unit 2 : Design Thinking
Dr. B. Jagadish Kumar

Assistant Professor
Department of EECE
GITAM Institute of Technology (GIT)
Visakhapatnam – 530045
Email: sbali@gitam.edu
Department of EECE, GIT

Thinking
Title: 19EID132 & Design
Course Code and Course
1
2
Unit - II
Design Thinking
Contents
1. Introduction to Design Thinking
2. Principles of Design Thinking
3. The Design Thinking Process
4. Benefits of Design Thinking
5. Innovation in Design Thinking
6. Case studies
Department of EECE, GIT

Course Code and Course Title: 19EID132 &
Design Thinking
1.Introduction
What is Design Thinking?
“Design thinking is a human-centered approach to innovation that draws

from the designer's toolkit to integrate the needs of people, the
possibilities of technology, and the requirements for business success”
Or
Design thinking refers to the Cognitive, Strategic and practical processes by
which design concepts (proposals for new products, buildings, machines
etc.) are developed.
Simply it is a Philosophy & Set of tools to help solve problems Creatively

Department of EECE, GIT C 3
ourse Code and Course Title: 19EID132 & D
Human-centered approach
Design thinking looks at creative problem solving
through lens of human centered Design

1. Introduction to Design Thinking
 Design is a realization of a concept or idea into a configuration, drawing or a product.
 Design Thinking is cognitive and practical processes by which design concepts are
developed by designers.
 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.
 “Design thinking is a human-centered approach to innovation that draws from the
designer’s toolkit to integrate the needs of people, the possibilities of technology, and the
requirements for business success.”
 Design thinking refers to the Cognitive, Strategic and practical processes by which design
concepts (proposals for new products, buildings, machines etc.) are developed.
Department of EECE, GIT Course Code and Course Title: 19EID132 & Design Thinking 6
Design thinking is both an ideology and a process that seeks to solve
complex problems in a user-centric way.
It focuses on achieving practical results and solutions that are:
Technically feasible: They can be developed into functional products or
processes;
Economically viable: The business can afford to implement them;
Desirable for the user: They meet a real human need.

How To Use Design Thinking In Everyday Life ?
1. Visualize Your Problem

2. Challenge Common Assumptions
3. Reverse Your Thinking
4. Empathize With Your Audience
5. Embrace Risk and Failure

1. Visualize Your Problem
 Whether you’re solving critical global problems or tackling

micro-level projects, visualization reveals key themes and
patterns.
 Venn diagrams, flow charts, and graphs help you identify
each moving part and draw intricate conclusions between
them.
 The ability to discover patterns helps creative thinkers better
interpret nuances in data and trends.

2. Challenge Common Assumptions
 This “question everything” approach helps you break down

societal norms and assumptions to begin devising out-of-
the-box ideas.
 Imagine you’re a city planner trying to incorporate more
trees into an urban landscape.
 Typically, you may state your challenge like this: there are
too many buildings and not enough grass in which to plant
trees.
 By challenging assumptions, you’ll instead ask a question
like, what if we could create a way to plant trees on top of
buildings?
 When you break down the very barriers preventing you
from success, you take the first step towards a brilliant
solution.

3. Reverse Your Thinking
 Instead of getting discouraged about major roadblocks, think

about your problem in reverse.
 This means turning a negative statement into a positive one,
and vice versa.
 For example, let’s say your main marketing objective is to
increase brand awareness within the millennial target
market.
 Instead of asking how do I appeal to this target market? You
may reverse your thinking to instead ask yourself: how can I
make sure this target market is never exposed to my brand?
 The answer could be never launch social media marketing
campaigns or never conduct market research to identify
current trends.
 By reversing the situation, you can see problems in a new
light and decide what to prioritize.
4. Empathize With Your Audience
 Designers often ask themselves: what greater purpose

does my design serve?
 Whether your situation involves coworkers, managers,
friends or even family, you too can ask this question.
 Begin with simple questions, such as: who else does this
problem affect? How does it affect them? What is one
thing that would alleviate their suffering?
 By empathizing with your own audience, your problem-
solving process becomes more meaningful. __
 In turn, you become more dedicated to achieving an
impactful, long-term solution.

5. Embrace Risk and Failure
o Designers are masters of innovative thinking for

one major reason: they’re comfortable with risk and
failure.
o If you’re committed to incorporating design thinking
into your daily life, you must overcome the fear of
failure.
o It’s only when you accept (and even embrace) the
possibility of failure that you can create truly
groundbreaking ideas and solutions.

Design Thinking Examples:
Proximity Designs - Proximity Designs is an award-winning, social enterprise
based in Yangon, Myanmar. They design and deliver affordable, income-boosting
products and services that complement the entrepreneurial spirit of rural families.
Great example of design thinking at work!
Design Thinking for Mobility - Examples of design thinking projects that
mobilized communities and groups for the greater good. Mostly US based, these
projects are making communities stronger.
Design Thinking for Educators - How can educators use design thinking to
improve learning in the classroom? This website provides you with resources for
making the learning experience more creative.
Design Thinking for Social Innovation - The Stanford Social Innovation Review
gives an in depth investigate how design thinking can be used for social
innovation.
Department of EECE, GIT Course Code and Course Title: 19EID132 & Design Thinking
15
2.Principles of Design Thinking
i) Early customer orientation
ii) Empathy
iii) Prototypes
iv) Iteration loops
v) Diversity of the participants
vi) Team oriented creative working spaces
vii) Analytical Synthetic and problem phases

i. Early customer orientation
ii. Empathy
• Design thinking is all about finding solutions that

respond to human needs and user feedback.
People, not technology, are the drivers of
innovation, so an essential part of the process
involves stepping into the user’s shoes and
building genuine empathy for your target
audience.

iii. Prototypes
• It’s not just about coming up with ideas; it’s about turning
them into prototypes, testing them, and making changes
based on user feedback. Design thinking is an iterative
approach, so be prepared to repeat certain steps in the
process as you uncover flaws and shortcomings in the early
versions of your proposed solution.

iv. Iteration Loops
• iteration examples:
• Iteration in Computer Programming
• A website could have HTML code that tells it to
repeatedly refresh the page until the user presses a
button.
• An algorithm can be used in a computer program that
tells the program to rearrange a series of letters until all
of the different combinations have been formed.
• A javascript instruction can tell the computer to draw a
series of asterisks creating a "start tree." The number of
asterisks the computer draws can be determined by the
number that a user inputs.
v. Diversity of the participants

vi. Team Oriented Creative working Spaces
• The aim of design thinking is to pool a diverse variety of

perspectives and ideas; this is what leads to innovation!
Design thinking encourages collaboration between
heterogeneous, multidisciplinary teams which may not
typically work together.

Best examples of collaboration and teamwork
Interactive displays Video conferencing & Social media
Hot Desking Huddle rooms
Google Team building days

vii. Analytical synthetic and problem phases

Rules for design thinking
According to Christoph Meinel and Larry Leifer, there are four Rules to
design thinking.
• The Human Rule
• The Ambiguity Rule
• The Re-design
• The Tangibility Rule

Rules
1) The Human Rule: All Design Activity Is Ultimately Social in Nature
 There are studies that substantiate the assertion that successful innovation
through design thinking activities will always bring us back to the “human-
centric point of view.”
 This is the imperative to solve technical problems in ways that satisfy human
needs and acknowledge the human element in all technologists and managers.
2) The Ambiguity Rule: Design Thinkers Must Preserve Ambiguity
 There is no chance for “chance discovery” if the box is closed tightly, the
constraints enumerated excessively, and the fear of failure is always at hand.
 Innovation demands experimentation at the limits of our knowledge, at the limits

of our ability to control events, and with freedom to see things differently.

3) The Re-design Rule: All Design Is Re-design
 The human needs that we seek to satisfy have been with us for millennia.
Through time and evolution there have been many successful solutions to these
problems.
 Because technology and social circumstances change constantly, it is
imperative to understand how these needs have been addressed in the past.
 Then we can apply “foresight tools and methods” to better estimate social and
technical conditions we will encounter 5, 10, or even 20 years in the future.
4) The Tangibility Rule: Making Ideas Tangible Always Facilitates
Communication
 Curiously, this is one of our most recent findings. While conceptual prototyping
has been a central activity in design thinking during the entire period of our
research, it is only in the past few years that we have come to realize that
“prototypes are communication media.”
 Seen as media, we now have insights regarding their bandwidth, granularity,
time constants, and context dependencies. The “make it tangible” rule is one of
the first major findings of the design thinking

3.Six Phases in Design Thinking Process
• Phase 1 “Understand” (Understanding the Problem)
• Phase 2 “Observe”
• Phase 3 “Point-of-View” (Define the problem)
• Phase 4 “Ideate”(Finding and selecting ideas)
• Phase 5 “Prototype”(Develop the prototype)
• Phase 6 “Test”
28
Representation of DT process
in Double-Diamond Model
29
1.Empathise
Gathering information with user
interviews
Ask
* Who are we making this for
* What is their Problem
* What do these people do

Empathize
Understand and Observe
• What? During the empathize phase, you’ll engage with and observe your
target audience. It is therefore a matter of observing and involving
people in order to analyze their needs and emotional
behavior.
• Why? The aim of this step is to paint a clear picture of who your end users
are, what challenges they face, and what needs, and expectations must be
met.
• How? In order to build user empathy, you’ll conduct surveys, interviews, and
observation sessions.
• For example: You want to address the issue of employee retention, so you
ask each employee to complete an anonymous survey. You then hold user
interviews with as many employees as possible to find out how they feel
about retention within the company.

2.Define
Coming to conclusions about
Ask
* What are the user needs

* What are their Problems
* What are their Challenges
* What are their insights

2. Define
•What? Based on what you’ve learned in the empathize phase, the next step is to
define a clear problem statement. The problem is analyzed and must be solved
from the users’ point of view after having collected and analyzed their
requirements.
•Why? Your problem statement sets out the specific challenge you will address. It will
guide the entire design process from here on out, giving you a fixed goal to focus on
and helping to always keep the user in mind.
•How? When framing your problem statement, you’ll focus on the user’s needs rather
than those of the business. A good problem statement is human-centered, broad
enough for creativity, yet specific enough to provide guidance and direction.
•For example: “My employees need to be able to maintain a healthy lifestyle while
working in the office” is much more user-centric than “I need to keep my employees
healthy and happy in order to boost retention.”

3.Ideate
By challenging assumptions and creating ideas for innovative solutions
* Develop solutions
* Develop ideas
* Producing Potential matches of Products or Services

3. Ideate
•What? With a clear problem statement in mind, you’ll now aim to produce as
many ideas and potential solutions as possible. The team must be brought
together, possibly several times, in order to collect as many ideas as
possible.
•Why? The ideation phase gets you thinking outside the box and exploring new
angles. By focusing on quantity of ideas rather than quality, you’re more likely to
free your mind and stumble upon innovation!
•How? During dedicated ideation sessions, you’ll use a range of different
ideation techniques such as brainstorming, reverse thinking, and worst possible
idea.
•For example: Based on what you’ve learned in the empathize phase, you hold
several ideation sessions with a variety of different stakeholders. With your
problem statement to hand, you produce as many ideas as possible for how you
might make your employees happier and thus more likely to stay with the
company.
4.Prototype
To start creating solutions
* Take the ideas you want to develop

* Turn them into simple, testable prototypes

4. Prototype
• What? Having narrowed your ideas down to a select few, you’ll now turn
them into prototypes—or “scaled-down” versions of the product or concept
you want to test. So, a prototype is basically a small-scale version of the
product
• Why? The prototyping stage gives you something tangible that can be
tested on real users. This is crucial in maintaining a user-centric approach.
• How? Depending on what you’re testing, prototypes can take various forms
—from basic paper models to interactive, digital prototypes. When creating
your prototypes, have a clear goal in mind; know exactly what you want
your prototype to represent and therefore test.
• For example: During the ideation phase, one idea that came up was to
offer free yoga classes. To prototype this idea, you set up a dedicated yoga
room in the office, complete with mats, water bottles, and hand towels.

5.Test
Test with real Users
* Real users selected based on Empathize Step

5. Test
• What? The fifth step in the design thinking process will see you testing
your prototypes on real or representative users.
• Why? The testing phase enables you to see where your prototype works
well and where it needs improving. Based on user feedback, you can make
changes and improvements before you spend time and money developing
and/or implementing your solution.
• How? You’ll run user testing sessions where you observe your target users
as they interact with your prototype. You may also gather verbal feedback.
With everything you learn from the testing phase, you’ll make changes to
your design or produce a completely new idea altogether!
• For example: You decide to test the yoga idea for two months to see how
employees respond. You find that people enjoy the yoga classes but are
put off by the fact that they are in the middle of the day and there is
nowhere to shower. Based on this feedback, you decide to move the yoga
classes to the evening.
Design
Thinking
Cycle
Difference Between Design Thinking & Linear Analytic Methods
41
Department of EECE, GIT Course Code and Course Title: 19EID132 & Design Thinking
4.Benefits of Design Thinking
•1 Significantly reduces time-to-market: With its emphasis on
problem-solving and finding viable solutions, Design Thinking can
significantly reduce the amount of time spent on design and
development—especially in combination with lean ...
•2 Cost savings and a great ROI: Getting successful products to
market faster ultimately saves the business money ...
•3 Improves customer retention and loyalty: Design Thinking
ensures a user-centric approach, which ultimately boosts user
engagement and customer retention in the long term.
•4. Foster Innovation : encouraging all stakeholders to think outside
the box
•5. Can be applied company – wide : It support group thinking and
encourage cross team collaboration. It can be applied to virtually any
team in any industry.
Ten Commandments of Design Thinking
1. Hierarchy : There is no hierarchy during a Design Thinking workshop. Chief and other
members are equal partners.
2. Encourage wild ideas! Let your imagination run wild. Any (supposedly) crazy idea and every
idea should be treated equally.
3. Go for quantity! Quantity before quality. Selected, analyzed and evaluated later.
4. Build on Ideas of others! There is no copyright. Ideas from others should be taken up,
supplemented or changed.
5. Think human centred! Design Thinking is first and foremost thinking about people and not
about technology or business goals.
6. Be visual and make it tangible! Use drawings, illustrations, photos, videos, prototypes, etc.
7. Avoid criticism! Idea generation and evaluation must be strictly separated.
8. Fail early and often! Failure means learning. Often failure means that you have learned a
lot.
9. Stay focused! Set yourself limits, stick to the concrete tasks in the Design Thinking process.
10. Let`s have fun! Developing new ideas in a team should be fun. Creativity needs this fun.
The Three Ps of a Design Thinking for
Successful Idea Development
1.People (The Human Being)
2.Process (The problem solving process)
3.Place (The working Spaces)
4th P can be partnerships since large number of partners must

be involved in the development and implementation of ideas.
44
5.Innovation in Design Thinking
1. Employee Buy-In
2. The Beauty of Structure
3. Customer Discovery
4. Immersion
5. Sense Making
Factors 6. Alignment
for 7. Emergence
Successful 8. Articulation
Innovation 9. The testing Experience
10. Pre-Experience
11. Learning in action
12. Co-Evaluation of problem and solution
13. Representations and modeling
14. Inspiration
15. Ideation
Department of EECE, GIT 16.Implementaion and Prototyping
Course Code and Course Title: 19EID132 & 45
Design Thinking
Prototyping Advantages
1. A better understanding of the Design

2. Early Feedback
3. Early Changes Save Time and Cost
4. Validation Before development
5. User research and User Testing

6.Case Studies

From near collapse to conquering the
market
• Airbnb attributes its market dominance to user-centred design.
• Whenthey about to go bust at $200 revenue per week
Airbnb discovered that all of the photos for their listings were
low quality and unattractive
• Airbnb decided to replace the amateur photos with high-
quality photos and it worked.

Thrilling Guest Experience
• Hyatt wanted to stay away from crowded luxury hospitality industry
by creating amazing experience for its guests.
• During Design thinking process they figured out that guests were waiting
at airport for shuttle bus.
• Hyatt moved the agents to airport where they could complete the process.
• ‘more approachable, less hiding’ approach of interaction

between guests and hotel staff.
• Customers were thrilled to have such experience.

IBM’s success with Blue Mix
• IBM’srevenue was down 14% year over year and it was the
14th consequent quarter of losses.
• IBM has used design thinking to spur innovation and trained

all of its employees and trained over 8000 executives.
• By working with developers, IBM exceeded the expectations
on BlueMix Product development and it became a huge success
in the market.

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Unit 2 : Design Thinking

Dr. B. Jagadish Kumar

Department of EECE, GIT

Department of EECE, GIT

“Design thinking is a human-centered approach to innovation that draws

Simply it is a Philosophy & Set of tools to help solve problems Creatively

Department of EECE, GIT C 4

 Design is a realization of a concept or idea into a configuration, drawing or a product.

 “Design thinking is a human-centered approach to innovation that draws from the

requirements for business success.”

Department of EECE, GIT C 7

1. Visualize Your Problem

Department of EECE, GIT C 9

 Whether you’re solving critical global problems or tackling

Department of EECE, GIT C 10

 This “question everything” approach helps you break down

Department of EECE, GIT C 11

 Instead of getting discouraged about major roadblocks, think

 Designers often ask themselves: what greater purpose

Department of EECE, GIT C 13

o Designers are masters of innovative thinking for

Department of EECE, GIT C 14

i) Early customer orientation

iv) Iteration loops

v) Diversity of the participants

vi) Team oriented creative working spaces

vii) Analytical Synthetic and problem phases

Department of EECE, GIT C 16

• Design thinking is all about finding solutions that

Department of EECE, GIT C 18

Department of EECE, GIT C 19

Department of EECE, GIT C 21

• The aim of design thinking is to pool a diverse variety of

Department of EECE, GIT C 22

Interactive displays Video conferencing & Social media

Hot Desking Huddle rooms

Google Team building days

Department of EECE, GIT C 23

Department of EECE, GIT C 24

• The Human Rule

• The Ambiguity Rule

• The Tangibility Rule

Department of EECE, GIT C 25

1) The Human Rule: All Design Activity Is Ultimately Social in Nature

2) The Ambiguity Rule: Design Thinkers Must Preserve Ambiguity

 Innovation demands experimentation at the limits of our knowledge, at the limits

Department of EECE, GIT C 26

Department of EECE, GIT C 27

• Phase 3 “Point-of-View” (Define the problem)

• Phase 4 “Ideate”(Finding and selecting ideas)

• Phase 5 “Prototype”(Develop the prototype)

Department of EECE, GIT C 30

Department of EECE, GIT C 31

* What are the user needs

Department of EECE, GIT C 32

Department of EECE, GIT C 33

By challenging assumptions and creating ideas for innovative solutions

Department of EECE, GIT C 34