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Lecture 29 - Week 6

This document provides an introduction to design thinking by professor Vinay Sharma. It discusses design thinking as a human-centered innovation process that emphasizes observation, collaboration, prototyping and business analysis to influence innovation and strategy. The professor explains that design thinking involves consumers, designers and businesspeople to imagine future states and bring new products, services and experiences to markets. Some key tenets of design thinking are listed, including understanding consumers, collaboration, visualization, prototyping and business analysis. Examples of applying design thinking to shopping carts, multiplexes, scour pads and car headlamps are also briefly described.

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Arpita Dey
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0% found this document useful (0 votes)
85 views11 pages

Lecture 29 - Week 6

This document provides an introduction to design thinking by professor Vinay Sharma. It discusses design thinking as a human-centered innovation process that emphasizes observation, collaboration, prototyping and business analysis to influence innovation and strategy. The professor explains that design thinking involves consumers, designers and businesspeople to imagine future states and bring new products, services and experiences to markets. Some key tenets of design thinking are listed, including understanding consumers, collaboration, visualization, prototyping and business analysis. Examples of applying design thinking to shopping carts, multiplexes, scour pads and car headlamps are also briefly described.

Uploaded by

Arpita Dey
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as PDF, TXT or read online on Scribd
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Design Thinking- Part I

By, Prof. Vinay Sharma


Professor
Department of Management Studies
Indian Institute of Technology Roorkee

1
DISCLAIMER

THE INFORMATION REGARDING PRODUCTS, COMPANIES, BRANDS MENTIONED IN THE LECTURES IS FOR
EDUCTIONAL PURPOSES ONLY. THE FACULTY DO NOT ENDORSE OR PROMOTE ANY
PRODUCTS/COMPANIES/BRANDS DISCUSSED HEREIN IN ANY MANNER. VIEWS EXPRESSED HEREIN
ABOUT THE PRODUCTS/COMPANIES/BRANDS ARE THE PERCEPTION OF INSTRUCTOR AND ARE IN NO
WAY INTENTED TO PROMOTE OR DAMAGE THE REPUTION OF MENTIONED PRODUCTS/COMPANIES/
BRANDS OR TO HURT ANYONES FEELINGS AND EMOTIONS . NO COMPENSATION WAS RECEIVED FROM
ANY OF ITS PRODUCERS/ MANUFACTURERS/ COMPANIES FOR THE PRODUCTION OF THIS VIDEO.

2
Thinking….Design Thinking

Thinking of…
Thinking about…
Thinking through...

Design thinking seems to encompass all three of these qualities.

Source: Lockwood, T. (2009). Design thinking: Integrating innovation, customer experience and brand value. NY : Allworth Press

3
Design Thinking

Businesses need to be ambidextrous, so to speak, and to


think from both sides (Creative and Analytical).

Design thinking is essentially a human-centered innovation process that


emphasizes observation, collaboration, fast learning, visualization of ideas,
rapid concept prototyping, and concurrent business analysis, which
ultimately influences innovation and business strategy.
- Thomas Lockwood
Source: Lockwood, T. (2009). Design thinking: Integrating innovation, customer experience and brand value. NY : Allworth Press

4
Let's think of a Shopping Cart
• Enablement it provides
• Shopping habits
• Store settings
• Inventory Management
• Production
• Integrated/Category/Related/Unrelated sales
• Growth of Line and Width
• Advertising
• Cumulative gains including pricing models

5
Design Thinking
• The objective is to involve consumers, designers, and businesspeople in
an integrative process, which can be applied to product, service, or
even business design.
• It is a tool to imagine future states and to bring products, services, and
experiences to market.
• The term design thinking is generally referred to as applying a
designer’s sensibility and methods to problem solving, no matter what
the problem is.
• It is not a substitute for professional design or the art and craft of
designing, but rather a methodology for innovation and enablement.
Source: Lockwood, T. (2009). Design thinking: Integrating innovation, customer experience and brand value. NY : Allworth Press

6
Design Thinking Tenets

Understand the Visualization Business Analysis


Consumer

Collaboration Prototypes
Source: Lockwood, T. (2009). Design thinking: Integrating innovation, customer experience and brand value. NY : Allworth Press
Image Source: Pixabay

7
Let's think of Multiplexes
• Experience
• Shopping habits through time spent around
• Food Habits
• In multiplex habits
• Integrated/Category/Related/Unrelated sales
• Growth of Line and Width
• Advertising
• Cumulative gains including pricing models
• Types of Movies and Production—Big Screen/3D etc.
• Movies taking to integrated experience—A world of related product sales

8
Let's think of a Scotch Brite
• Enablement it provides
• Habits
• Utensils
• Redesign??
• Production
• Integrated/Category/Related/Unrelated sales like dishwashers
• Growth of Line and Width
• Advertising
• Cumulative gains including pricing models

9
Let's think of a Simple Change in the
Head Lamp of a Car

Source: Google search

10
Bibliography
• Lockwood, T. (2009). Design thinking: Integrating innovation, customer experience and brand
value. NY : Allworth Press
• Image Source: Pixabay

11

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