Assignment on

Design Thinking & the Art of Innovation

OSL- 301

Submitted to:
Md. Rashedur Rahman
Associate Professor
Department of Organization Strategy & Leadership
University of Dhaka

Submitted by:
Sadia Islam
ID: OSL-FM-14
Batch: 2nd
Department of Organization Strategy & Leadership
University of Dhaka

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 Table of Contents
Executive summary.................................................................................................................... 4
Find the problem ........................................................................................................................ 5
Turn the problem into a business idea ....................................................................................... 6
Inspiration .................................................................................................................................. 7
Frame the design challenge .................................................................................................... 7
Create a project plan ............................................................................................................... 7
Build a team ........................................................................................................................... 7
Recruiting tools ...................................................................................................................... 8
Secondary Research ............................................................................................................... 8
Interview................................................................................................................................. 8
Group interview...................................................................................................................... 8
Expert interview ..................................................................................................................... 9
Define your audience ............................................................................................................. 9
Conversation starter................................................................................................................ 9
Extremes and mainstream ...................................................................................................... 9
Peers observing peers ............................................................................................................. 9
Draw it .................................................................................................................................. 10
Ideation .................................................................................................................................... 10
Download your learnings ..................................................................................................... 10
Share inspiring stories .......................................................................................................... 10
Top five ................................................................................................................................ 10
Create insight statements ...................................................................................................... 11
Explore your hunch .............................................................................................................. 11
How might we ...................................................................................................................... 11
Create framework ................................................................................................................. 11
Brainstorm ............................................................................................................................ 11
Create a concept ................................................................................................................... 12
Implementation ........................................................................................................................ 12
Road map.............................................................................................................................. 12
Resource assessment ............................................................................................................ 13
Staff your project .................................................................................................................. 13

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 Define success ...................................................................................................................... 13
Keep iterating ....................................................................................................................... 13
Conclusion ............................................................................................................................... 15

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Executive summary
Human-centered design refers to an approach to problem-solving, mostly used in design and
management frameworks that develops solutions to problems by involving the human
perspective in all steps of the problem-solving process. There are three main phases to solve
the human-centered problem, such as- inspiration, ideation, and implementation. In this report,
I have been found a problem and given a solution through these three phases. It has been
analysis these three phases broadly and connect to the business problem also.

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Find the problem
Some days ago, I found a very serious problem and no one could solve this problem till now.
So, I thought about this problem, did some research and found a solution which is now at a
very primary state.

I and my some friends have faced the same problem like-

In my home, both my parents have jobs. They leave for work early in the morning, by 8 to 9
PM. They do not like eating their lunch outside as it's unhealthy.
One of my friends faced the same problem but in a different way. Most of his class schedules
have forced me to arrive in the university with the first bus and leave at the end of the end on
the last available varsity bus. Due to this, most of the time he has to eat my lunch in the
university.
Another friend had the same problem. When he was in his first year, he remembered living in
a mess, and the most severe problem he faced there used to be unhealthy and limited choice of
foods. Their everyday meals used to come from a building next to ours and no matter what they
cooked.
So, the main problem is the Lack of healthy everyday foods according to people’s diets and
tastes in their desired locations.

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Turn the problem into a business idea
Now the solution is a Subscription-based meal kit delivery system with customized diet
plans. The meal kit delivery is already a very attractive industry in other countries that had a
global turnover of 7.6 million last year and has 12% growth rate. With the increased health
consciousness of people and increasing the number of working parents, it is timely and
durable as well. But in Bangladesh, it is totally new. Most of the people don’t about the
service. We try to add more features in this meal kit delivery project which will add value
also. And we will help to deliver all these small and medium online cooking pages. Basically,
a meal kit delivery system is food business model where sells pre-cooked foods, or half-
cooked foods with delivery system. Again many people couldn’t follow the diet chart food.
We will also provide the customized diet chart food. In this system, we collaborate different
types of Facebook cooking pages and make a customized menu list.

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Inspiration
This inspiration is all about to think creative possibilities, desires of the communities and ideas
evolves into the right solutions. First of all, I have to build my team and talk with various people
to know the needs.

The inspiration phase will help my meal kit delivery system.

 How do I get started?

 How do I conduct an interview?
 How do I keep people at the center of my research?
 What are other tools I can use to understand people?

Frame the design challenge

 Take a stab at framing it as a design question
How might we develop the health of people?
 The ultimate impact I am trying to have
We want very busy people communities to food.
 What are some possible solutions to my problem?
Healthy foods, diet foods, customized food menu, better nutrition
 Does my original question need a tweak? Try it again.
How might we develop the health of people with providing healthy foods?

Create a project plan

First of all, I have to create a proper project plan. The plan is the most important for any types
of solution. Work process, budget, skills, time, necessary information all are involved in the
project plan. The meal kit delivery systems need a plan where involved the deadlines, important
meetings, travel dates etc.

Build a team
A good team always helps to make right strategy and choose the right decision. So, in the meal
kit delivery system first of all decided how many team members I’ll need and when my project
should begin and the availability of employees. Again the project need a professional IT
person. I can add team member in anytime when skills are needed.

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Recruiting tools
In this case, the right people are 20-50 age, male and female, working people or students,
bachelor. A group interview can be a very useful tool because more information get from this
group interview rather than an individual one

(ACCORDING TO USA, 2017)

Secondary Research
To get more information about the meal kit delivery project, it’s important to do secondary
research. In this case, I can use the internet, newspaper, and magazine. Again create more
innovative things, I have to understand the culture and technological behavior towards the
project.

Interview
For a human-centered design like meal kit delivery system project, an interview is far better
than anything to know the hopes and desires of those, I am designing my project. Because of
this interview I understand people and the behavior regarding my project also. In this situation,
to take proper interview three members will make an interview team and everyone should have
a clear role like- interviewer, note taker and photographer.

Group interview
Group interviews can give diverse opinions and show the better view of the project. In my case,
if I take a group of student’s interviews or the children whose parents are both working, then I

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will more understand the problem of them, what type of solution they want and the Variety of
solution also. My solution could be deeper and better.

Expert interview
Sometimes expert skills are needed for my project like an adviser or IT professional or
nutrition. Before recruiting these experts, need a good interview. I have to act smartly and ask
them good and well-prepared questions.

Define your audience

With my team, we have to find out those people who are directly involved in my meal kit
delivery system project. It is important to find out the most needed persons in my side. My
audience are students who have class till afternoon, children of working parents, those people
who don’t find healthy food or those who want to follow the keto diet chart.

The most important consumer niches will likely include:

 Organic
 Veggie-centric
 Specialty Diets
 Farm-to-Table home meal prep.

Conversation starter
Conversation starter is the best path to communicate directly with my audience. In this way I
can understand if the solution will work or not. If not, then I have to drop this solution and
move on another solution. But firstly, I have to talk with my audience and tell my interest and
share my ideas with them. Here I can think outside the box and those people can help me.

Extremes and mainstream

Here I will divide my audience into two parts such as- extreme users and the squarely in the
middle of my target audience. I have to design my solution in a way that will work for everyone.
I think, my solution, the meal kit delivery project goes for everyone.

Peers observing peers

I can learn from people for those I am designing my solution. So that, people are also feel
encouraged and research about the meal kit delivery system and get something new which will

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share with me. Then I understand how much the people I am designing for are willing to tell
me.

Draw it
Drawing the project is to get a model of my solution- meal kit delivery system. By using pen
and paper I can get a quick sketch of the business model make an understandable graph. By
making a draft model, I can clear my idea, correct mistakes and redesign the business model.

Ideation
In the ideation phase, I will generate my ideas and identify design opportunities. Also I will
share my ideas and learnings with my team and get a lot of information about my design
solution. I will share my ideas with my audience and take the feedback from them.

The phase will help my answer

 How do I make sense of what I’ve learned?

 How do I turn my learnings into an opportunity for design?
 How do I make a prototype?
 How do I know my idea is working?

Download your learnings

Teamwork is not easy that’s why collect my own ideas and share on post-its and use these
ideas. Then I have to put all records and put them on the wall or on a board. Here my ideas are
collaborated many online cooking page, and help them to deliver. Again, customized the food
menu, make keto diet food plan. These all my ideas sharing on the board.

Share inspiring stories

In the ideation phase, now I will share my own ideas with my teammates and heard their ideas
from them. This is the best way to get various ideas and select the best ideas. Again write down
these all ideas put on the wall or board.

Top five
First of all, I have to find out the top five ideas sticking out to me. That’s how I will understand
which ideas are the most important for me. It also help me to figure out about the issues of top
five ideas and reveal the opportunities.

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Create insight statements
In that case, the insight statement is the best one. This is the building block. In my business
idea- meal kit delivery system project, I have to find out 3-5 insight statements which are
directly related to the idea like the number of bachelors didn’t find the good cooking maid for
them, why the university students didn’t manage to take the healthy foods etc.

Explore your hunch

It is the chance to explore new ideas which I have never imagine that. It will also help to learn
something new and grab the opportunity to test the new idea.

How might we
By reframing the opportunities as to how might we question?

 Insight- Health conscious people want to get customized keto diet food.
How might we make a keto diet food that will be customized and full of a variety of food to health-conscious people?

Create framework
Creating a proper framework will help to understand the better view of the business idea. It is
a visual representation of the meal kit delivery system project.

Brainstorm
Brainstorming defines a relaxed, informal approach to problem-solving with lateral thinking.
It encourages people to come up with thoughts and ideas. When the teamwork is good,
optimistic and energetic brainstorm work best. It will help to generate so many ideas for my
meal kit delivery project.

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Create a concept
From so many ideas and insights, we’ll create a concept. Because a concept is more clear and
complete than the ideas. Here, I’ll make a website to deliver foods for my consumers. Here it
is good than the other ideas.

Implementation
In this implementation phase, I’ll bring my solution to the market. Before bringing the solution
to the market, I have to redesign my business model, polish my ideas. Then success will come
because many people are accepting our service.

The market for meal kits is made mostly of younger consumers who embrace food retail that
leans toward the natural foods channel. Premium foods suppliers who locally source their
ingredients will likely notice early opportunities, as long as meal kits balance high-quality
ingredients with price tags customers can stomach.

The phase will help me on the answer

 How do I plan for what’s next?

 How do I make my concept real?
 How do I access if my solution is working?

Road map
A map is needed to get my business idea- meal kit delivery project out into the world. In this
phase, this road map will keep me on time and on target. The combination of resource
assessment and staff your project will help to get a full view of road map. Mainly it’s a total

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plan for meal kit delivery project like what needs to fulfil in three months later, what is the
deadline for today’s task etc.

Resource assessment
In this resource assessment analysis, I have to find out what things are available and what things
are needed as soon as possible. In the meal kit delivery project, I have good team members
with right skills. But now I have to accommodate with all the small and medium online cooking
pages which is actually difficult and gain their trust also. For implementation, I have to make
some strategies and choose the best one. For now to get a proper strategy is the main challenge.
This is out of the scope for the team.

Staff your project

This is similar to the built a team in the implementation phase. But in this phase, this is more
specific. I have to look for a specific skilled person and technical capacity and consultant also.
So, we can analysis the market better and choose the right strategy also. Now I have to make a
new list where I include all important skills for the market and that wise I have to select my
team members

Define success
It is difficult to define success because the everyday market is changing. Now we have to look
back at the road map and find the dates. These dates might be a good predictor of success.

Keep iterating
Iterating means rotate the business process. From meal kit delivery project, make the plan and
take the feedback of the work and evaluate the success after that iterate the something. For
learning new things, understand the market situation better and recreate the market plan,
Iterating is the best way.

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Here the implementation phase at the very primary stage. Because in reality, I didn’t implement
my business idea till now. But in near future, when I implement meal kit delivery project to the
Bangladesh market, I’ll get the proper knowledge of the implementation phase.

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Conclusion
The human-centered design has its ability to actively solve problems with affected
communities. In this report, it has been solved a human-centered problem. Once the solution is
integrated, human-centered design usually employs system usability scales and community
feedback to determine the success of the solution. The human-centered design builds upon
participatory action research by moving beyond participants' involvement and producing
solutions to problems rather than solely documenting them.

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