Reflection Report On Design Thinking
Rohit Sharma
IGSM/PG2021/0013
As this course Design Thinking taught us that inside of every problem there lies a
solution and opportunity. It is out of the box thinking, when it comes to
innovation and creative thinking there is no limit. It gave us idea how to address a
problem and then the right approach to counter it.
Design thinking or creative thinking has practical applications to any problem and
directly or indirectly the end users are being benefitted through it. Problems are
there in almost every sector be it any business, organisation or it can be even
global problems. The right approach to tackle and to come up with the best idea
possible is what actually design thinking all about.
Design thinking or creative thinking is a recurring process of human-centric,
iterative, solution-based and problem-solving framework.
Moving forward with the course I gain lots of knowledge about various firms and
companies, their problems and challenges and how they applied designed
thinking to come up with new innovations and also helps them to sustain in the
market.
There are various design thinking tools like visualization, journey mapping,
empathy mapping, Ideate, prototype, testing etc.
Visualization tools is the mother of all design thinking tools, because it is used in
every stage of design thinking process. Visualization includes listening, thinking
and drawing the output.
Journey mapping tool in design thinking is based on the experience of the end
user or the target customers, what customer think and feels at each point, this
gives the idea and helps to improve and fill up the loopholes.
Empathy mapping helps design thinkers more clearly understand their customers,
their actual problems and needs. It’s more like thinking from the customer point
of view or we can say that understanding the problem by putting thinkers in the
customer shoe.
Ideate is like brainstorming for ideas, it is not checked whether the idea is
possible, feasible and viable or not, the only task of thinker is to think as many
ideas as possible for them.
Prototype is a simple experimental model of a proposed solution used to test the
idea or design and its other aspects.
Testing is the tool that checks whether the prototype works well or not and gives
us opportunity to improve our prototype and learn more about user and refine
more problem.
I have also gone through various case study of different companies like Nike, Ikea
and Procter and Gamble. I would like to share my experience about design
thinking involved in Netflix Company.
Netflix business model earlier dealt only with DVDs and delivered movies to
doorsteps by mails. That was innovative mode until cable companies started
movies on demand. While Blockbuster held fast to its business model, Netflix
pivoted using design thinking to become an on-demand streaming site in
response to cable’s competition and, more importantly, to its customer needs
and expectations. But Netflix didn’t stop there. Recognizing the value of
design thinking to constantly hone its business model, Netflix teams were
encouraged to look for new opportunities to delight customers as a way to
drive better engagement and new revenue.
In 2011 this company started creating its own content, original movies and
series, which changed the entertainment landscape. Netflix landed on all of
these innovations by using design thinking to empathize again and again with
its customers. So, they used the tool Empathy mapping.
So, from the journey of Netflix co. I understood that in order to sustain in the
market one has to be creative and think out of the box. Bring innovation and
changes to your business models that is unique and customer centric. So,
whether be it a digital sector or any other sector one must look for problems
and scope of innovations.
That’s the power of Design Thinking.
