Design Thinking and Product Innovation

Unit-1
Preface:

GLOBAL INNOVATION INDEX

➢ The global innovation index aims to capture the multi dimensional facets of innovation and
provide the tools that can assists in tailoring policies or promote long term output growth,
improved productivity, and job growth.
➢ The global innovation index is annual report.
➢ It gives the annual ranking of countries by their capacity for and success in innovation.
➢ Published by Cornell University (New York), INSEAD (business school) and world intellectual
property organization.
➢ Data taken sources: international Telecommunication union, World Bank, world Economic
Forum.
➢ Started in :2007

Frame works:
Global Innovation Index 2019 rankings

In this contest NITI (National Institution for Transforming India)) Aayog released the India
Innovation Index (III) 2019.

The India Innovation Index 2019 is calculated as the average of the scores of two dimensions –
Enablers and Performance.

The enablers are the factors that underpin innovative capacities, grouped in five pillars

• Human capital
• Investment
• Knowledge workers
• Business environment
• Safety and legal environment

Performance dimension captures benefits that nation derives from inputs, divides into

• Knowledge output
• Knowledge diffusion
 India innovation ranking for top 10 states (2019)
Top 10 states Rank Enablers Rank Performance rank
KARNATAKA 1 3 1
TAMILANADU 2 5 2
MAHARASHTRA 3 1 3
TELANGANA 4 9 4
HARYANA 5 2 7
KERALA 6 4 8
UTTAR PRADESH 7 15 5
WEST BENGAL 8 11 6
GUJARAT 9 6 9
ANDHRA PRADESH 10 8 10

In this direction government starts working to improve rank in the global index.

➢ On March 2019 prime minister of India said that India is aiming to rank in top 25 of
Global Innovation index in coming 4years through air news.

According to skill India report 2019

➢ In the inaugural function of 107th session of Indian Science congress which was held in
Bangalore on Jan-2020 prime Minister of India urges the young scientists to “Innovate,
Patent, Produce and prosper. These four steps will lead country towards faster
development”
➢ Based on the skill India Report and government policies the technical and higher educational
institutes take the measurable steps to enhance the frame work (human capital and
research) of innovation model for further development.
➢ So people seeking for innovation globally in all aspects in every domain.
➢ The Department of science and technology within the government of INDIA has developed
the INDIA INNOVATION INITIATIVE (i3) to create an innovation network ,encouraging and
promoting innovators and commercialization across the country
➢ India innovation initiative :
This programme is jointly promoted by the confederation of India industry, the
Department of science & technology, Government of India and the All India council for
Technical Education (AICTE)
➢ Not only are innovation initiatives underway at the national level , but many companies
have developed innovation centers to drive new product, process and service development
➢ Companies like Microsoft ,Procter &Gamble , Accenture, IBM, AT&T ,computer sciences
corporation, Qualcomm (wireless technology), Verizon(smart phones, internet) etc have all
opened innovation centers focused on developing key scientific and technological
innovations
➢ Central Board of Secondary Education (CBSE) is introducing three new subjects at class 11
from the session 2020-2021. The CBSE said the subjects ‘Design –thinking’, physical activity
trainer and artificial intelligence have been introduced keeping view what has been
mentioned in the Draft New Education Policy 2019
➢ The Draft national Education policy 2019 prepared by a committee chaired by Dr .K. Kasturi
rangan has been shared by Ministry of Human Resource and Development for public
comments. The policy aims at making India a knowledge superpower by equipping students
with necessary skill and knowledge.
➢ The national Education policy was framed in 1986 and modified in 1992.in this context that
the education sector modifies towards the demands of the 21th century.
➢ Quality ,Innovation and research will be the pillars for this new policy
➢ The Government had initiated the process of formulating a new education policy through
considering expert opinions, filed experience, empirical research, stakeholder’s feedback, as
well as lessons from best practices.
➢ Meeting with State Education Secretaries of school Education and with state secretaries of
higher & technical Education were held.
➢ Education Dialogue with honorable Mps of Andhra Pradesh, Telangana ,Tamil Nadu, Kerala
,Karnataka and odisha

TOP 6 METHODS OF INNOVATION TO COME UP WITH UNIQUE

PRODUCT IDEA ARE:
❖ Innovation is the process of generating new and unique ideas or
solutions and applying them to create value for the service.

1. Brainstorming
2. Six sigma DMAIC
3. DESIGN THINKING
4. Lean Canvas
5. Consumer trend canvas
6. Other methods
An insight of design:

Nature Vs human

Plants, animals and human beings are creation of nature and one of the theories of evolution
suggests that life forms began simply and then became more complex. Such a theory
proposes that human beings are possibly a highly evolved creation with the ability to
understand the mysteries and mechanisms of nature.

Designs inspired by nature:

Nature made Man made

Aves Flying suit

Crane bird Crane

Grasshopper Grasshopper structure

 Kangaroo pouch Baby pouch

Snail
Cd track

Spiral climber
Stair case

Medicine capsules
Egg

Pipes
Human anatomy

Butter fly Industrial pipe lines

Spider net Fishing net

Basket ball net

Soccer ball net

Pouch bags
Pelican

Sapling

Leaf spring

Joints of Finger (Flexing) Automobile

Closed Fist (Bending)

Elbow joints Machine part joints

Blister on skin Medicine pack

Pen drives pack

Lion fur

Crocodile skin

wrapped baby
Scales
Wrapped suitcase

Definition of design:

❖ “The future is best found in the opportunities that go un noticed in

the present”—peter drucker (Father of Management Thinking)
❖ ‘Everything that needs to be said has already been said. But since
no one was listening ,everything must be said again”

According to Dictionary Design means

“A plan or drawing produced to show the look, the function or working of a

building, garment, or other object before it is made”

Design is to design the design of a design

Noun Verb Noun Noun

General An Plan or Finished outcome

concept activity intention (system, service or
or policy product)

➢ Design( Noun):
Blue print of something-a plan for change
Undesirable situation (present) + Implemented plan= Desirable situation (future)
• Whether a situation is undesirable and what aspects are desirable depends on matter
of perception
• Whose perception, where it is perceived, and when it is perceived plays important
role.
 ➢ Deign( verb):
• Understanding & solving a problem:: termed as Designing
• Problem understanding: process or activities for identifying undesirable
situations and desirable situations.
• Problem solving: Developing a plan with the intent of changing undesirable
situations to desirable situations
• Designing involves both problem understanding and problem solving
• Designing becomes easier when problem is understood thoroughly

Example: cooking

Undesirable situation: food tasteless

Plan: add adequate salt
Implementation: salt added
Desirable situation: tasty food

Example: Electric sockets

Undesirable situation: open sockets accessible to children is unsafe

Plan: to cover the sockets
Implementation: make and use socket cover
Desirable situation: socket covered and safe
What is Design?
Design: plan of a system, its implementation and utilization for attaining a goal (change
undesired to desired)
Designing: How a design is developed (Both Goal and Plan)
Designs can be for: Technical systems, Educational systems, aesthetic systems (logo design,
advertisements), legal systems, social, religious or cultural systems, theories, Models etc.

Design Vs Engineering Design

➢ Engineering is the practical endeavor in which the tools of mathematics and
science are applied to develop cost effective solutions to the logical problems
facing society.
➢ Engineers design many of the consumer products that needed in everyday life.
➢ Engineering is all about making useful things that work and impact lives
➢ The word “Engineering” derives from the Latin root ingeniere, meaning to
design or to devise, which also forms the basis of the word “ingenious
➢ Engineering is essentially a bridge between scientific discovery and product
applications
➢ Engineers apply their knowledge of mathematics, science, and materials—
as well as their skills in communications and business—to develop new and
better technologies
➢ Engineers combine their skills in mathematics, science, computers, and
hardware

➢ “Engineer creates the new things and makes the old things better and
better”
Style Vs Technology chart for digital music players:

➢ The above chart shows style on the vertical axis and technology on the
horizontal axis.
➢ This chart provides a frame work to strategically develop innovative
products for a wide range of customers.
➢ In each quadrant is a different digital music players
➢ In the lower left:
The low-style/low-technology is standard affordable player designed for
customers who want just to play music. The player, while not the most
stylish or high technology, provides solid, expected playback of digital
music
➢ In the lower right:
The low style/high tech version is the SwiMP3 player from FINIS. This
player integrates water proof technologies with revolutionary bone
conduction of sound to provide swimmers with clear sound in under water
➢ In the upper left:
The high style/low tech version is a standard player shaped like a Lego
Block, designed for customers who are very style conscious.
➢ In the upper right :
The high style/high tech version is and APPLE i phone for customers who
want the latest technologies along with stylish features.

Conclusion:
➢ Developing technically effective, consumer safe, globally aware and
environmentally friendly product to meet wide range of social, cultural
demands, for that Engineers can think innovatively.
➢ Effective Design through innovation is one of the skills that Engineers will
be acquiring during graduation.
 ❖ Difference between Design and Engineering Design

Design Engineering Design

The specification of an object manifested Engineering Design is the process of

by an agent, intended to accomplish goals devising a system, component or
in a particular environment using a set of process to meet desired needs. It is
primitive components , satisfying a set of decision –making process (often
requirements subjected to constraints iterative ) , in which the basic sciences,
mathematics and Engineering sciences
are applied to convert resources
optimally to meet the stated objective
Design is often used in two different The fundamental elements of the
contexts : Engineering design process include:
Action or understanding (verb) the establishment of objectives and
Physical construct of object of plan (noun) criteria, synthesis, analysis,
construction, testing and evaluation.
There are many ways to define design and The formal definition of engineering
they may depend on a specific context or design depend on the specific
filed of design engineering

❖ The “General Design “process Model.

Design Process Iteration

Origin of Design thinking:

 Design to Design thinking
➢ Design or making , has been classically understood to be a process of turning ideas
into things
➢ In this design process there is a vision or an idea, it can be figured out by some
drawings work with fabrications of crafts and if everything worked out right then it be
materialized.
➢ So, there is a direct correspondence between ideas, drawings, and finished products.
This design process called as Direct Design
➢ This is what most people understand design to be, and what they understand designers
to do that they turn their creative ideas into things.

Idea

Articulate
Direct Design

Make

➢ The primary issue to direct design is preeminence to ideation. The core logic of direct
design is that ideas come first and then making comes after.
➢ While doing the direct design it marginalizes and ignores the agency of things,
environments, users and relations.
➢ In 21st century these direct designs were taught as type of closed design process where
designers have ideas and figure out how to realize separately from a deep engagement
with the world.
➢ It becomes obvious that human making could not effectively happen separate from the
world of users, practices, problems, needs, politics so on.
➢ Direct designs are criticized that these are not responsive to real world conditions.
➢ From an awareness of the power of engagement ,a new and expanded form of design
emerged called as Responsive design
➢ Responsive design is just that it begins in a considered response of the world rather
than an idea comes from designers.
➢ Responsive design at its best shifted the focus of design way from the narrow idea of
designers and design as being focused on independently making beautiful things.
➢ Design now become about all the interactive processes needed to make anything come
into being. Responsive design came in many from environmental design to human
centered design
➢ In responsive design the most popular form is “Design thinking”
➢ “Design thinking is simply a form of human centered responsive design broad name
“Design Thinking”
➢ The simplest way to understand how responsive design transforms direct design is to
see that it adds a new critical step prior to beginning of direct design called
Consultation. Responsive design does not replace direct design so much subsumes it.
➢ During consultation the design thinking variants of design asks: what are up to? What
are the problems? Then the phase of ideation becomes collective: brain storming,
group improvisation and other collaboration exercise are added to mix.
➢ Then response design works as iterative loop. This loop is significant because it
allows the object to evolve through testing and use and not come out of designers
thought.
➢ Response design has had an enormous impact for good. Environmentally centered
design is of great value as is user centered design
➢ A huge part of design thinking appeals that it claims to be an exceptional source of
innovation

Design
Converts Design Thinking

individual Teams

Products Experience

Design is a combination of Design thinking is a combination

Engineering +science +Art Technology(Engg) +Business+ Humans
Definitions of Design Thinking:
➢ Design thinking is a methodology that designers use to brainstorm and solve
complex problems related to Designing and Design engineering.
Or
➢ 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—Tim Brown CEO of
IDEO
Or
➢ There is no general agreement on precise definition of design thinking. There
are variations across disciplinary cultures, and different meanings depending
on its context
Or
➢ A process that results in a plan of action to improve situation
Or
➢ An approach that frames problems creatively and generates innovative
solutions , strategies , systems and paradigms at the nexus of domain
Or
➢ Design thinking is a human centered innovation process that emphasizes
observations, collaboration, fast learning, visualization and rough prototyping.
The objective is to solve not only the stated problems at hand, but the real
problems behind the obvious—Thomas Lockwood

Or

➢ Design thinking refers to creative strategies designers utilize during the

process of designing
Or
➢ Design thinking can be described as a discipline that uses the designer’s
sensibility and methods to match peoples’ needs with what is technologically
feasible and what a viable business strategy can convert into customer value
and market opportunity---Tim brown
Time line of Design thinking:

Year context
The idea of using Design as a way of solving complex problems in a
simplified manner in sciences originated in the book ‘ The science of
1963
the Artificial’ authored by Herbert A. Simon
The idea of design was achieved for Design Engineering by the book
1973
‘experiences in visual thinking’ authored by Robert McKim
Design methodology is defined by “cross” the study of the principles
1982 ,practices and procedures of design are developed .and includes the
study of how designers work and think
Peter Rowes Book Titled “ design thinking” describes methods and
1987
approaches that planners, designers and architects use
The work of Robert Mckim was consolidated by Rolf Faste at Stanford
1980s to 1990s
university during this period
David M Kelly Founded IDEO and adapt Design thinking to business
1991
interests
The design thinking process itself is human centered ,offering methods
2009 for inspiration, ideation and learning to designers --Brown
2012 Apply the study of design thinking principles in engineering.
Verbal protocol analysis ,cognitive ethnography , controlled
2015 laboratory experiments, and other formal methods from cognitive
science have been rigorously applied in engineering
Design thinking reflected in many applications like prototyping,
2017 solution based method is often useful way to encourage inspiration,
ideation and organization learning and human centered methods.

➢ The term design thinking has been applied in two different approaches related to areas
of conceptual development.
➢ The first established body of knowledge, starting in the late 1960‘s investigates how
designer (architects, industrial designers, graphic artists) perform their craft and seeks
to identify the skills, abilities and knowledge of expert designers.
➢ The second use of design thinking is related to business management .since the mid
1980’s interest within the business community grew in exploring how “designer”
thinking could be applied to business challenges, and be performed by employees and
leaders not trained formally as designers.
➢ Design thinking is a blend of logic, powerful imagination, systematic reasoning
and intuition to bring to generate the ideas that consists to solve the problems of the
clients with desirable outcomes .it helps to bring creativity with business insights.
➢ Design thinking helps to gain a balance between the problem statement and the
solution developed
Features of design thinking:
Design thinking provides multi dimensional solutions to the problems.

Features are:

• Finding simplicity in complexities

• Having a beautiful and aesthetically appearing products
• Improving clients and end users quality of experience
• Creating innovative, feasible and viable solution to real world problems.
• Addressing the actual requirements of the end users.

simplicity

user appealing
requirements product
Features

end user innovative

experiences solutions

Use of design thinking:

➢ The basic principle of design thinking is that innovation can be disciplined

Design thinking helps to learn the following

• How to optimize the ability to innovate

• How to develop a variety of concepts, products, services, processes etc for end-users.
• How to leverage the diverse ideas of innovation
• How to convert useful data , individual insights and vague ideas into feasible reality
• How to connect with the customers and end-users by targeting their actual
requirements.
• How to use the different tools used by designers in their profession for solving
customers problems
 Design Thinking helps in
Feasibility and viabilty Addressing the needs of
Optimization of capabilites
analysis end users

Changing paradigms:
➢ Changing paradigms can be essential to achieving and attracting what you desire into
your life
➢ A paradigm by definition is:’ a typical example or pattern of something’ or a model.
Paradigm is a pattern or programming through constant repetition of a thought,
phrase, belief or habit.
➢ Some paradigms that takes place over the last few decades

Components systems

Sensors Smart networks

Products Services & experiences

Stand alone system Cloud

 Conclusion: all these shifts take place not by Doing the right things but Doing the
things right
Doing the right things shows path to the problem finding ways
Doing the things right shows path to problem solving ways
Doing the things right be one of the strategy for design thinking

➢ Design thinking draws upon logic ,imagination, intuition and systemic reasoning , to
explore possibilities of what could be and to create desired outcomes that benefit the
end user ( customer)
➢ A design mindset is not problem-focused; its solution focused and action oriented. It
involves both analysis and imagination.

To imaging, visualizing,
❖ Thinking of Design dream -up, new
understanding, new practice
and new applications

To consider, expectations,
❖ Thinking about Design capabilities and
collaborations

The ability to use design

❖ Thinking through design methods and principles to
address uncertainty and
complexity

❖ Design

Experiences

Design
thinking
 Visions
Systems

Venn diagram of design thinking:

Interventions Strategies
TECHNOLOGY
DESIGN & MANFACTURING
INTERACITIVITY Engineering analysis, static and
dynamic analysis, electronic &
Mechatronics programming,
Human computer methodology, bio –engineering, Manufacturing
interaction, visual materials, chemical engineering etc technology,
thinking, design manufacturing process,
for sustainability, supply chain
Aesthetics & management, rapid
forms prototyping

Technology
(Feasibility)
BUSINESS

HUMAN VALUES Accounting, finance,

Economic analysis
Psychology, Human &policies, marketing
Anthropology sociology, operations, information
ethnography, need-
values Business technology,
finding (usability (viability) entrepreneurship,
desirability) competition and strategy

ORGANIZATIONAL
BEHAVOUR

Design Management & teams,

de
thinking human resources
organizational
dynamics, negotiation

➢ Desirability tests whether the innovation is solving the customer problem rightly
 ➢ Feasibility tests whether the innovation strengthens the business or not
➢ Viability tests the value chain for long term sustainability

❖ Design thinking & value creation (innovation)

Emotional Process
innovation innovation
Technology
(Feasibility)

Human
values Business
(usability (viability)
desirability)

Innovation sweet Functional

spot or goal innovation
o

Or
➢ Desirable ,feasible and viable are three important lenses for innovation
through design thinking
➢ Desirable (people want it) ,feasible ( what can actually do it) and it has to
be viable( don’t go break)

Design thinking resources:

➢ In order for design thinking to succeed, the right ingredients need to be

assembled. The desirable workspace, the materials often used in design
 thinking, and finally the needed integration and cooperation between the
design –thinker’s team and the organization.
➢ The resources are 1. People 2. Place 3. Materials 4. Organization

1. The individuals that are needed are those who are willing
People and able to adopt the design –thinking mindset.
So the people working on a design thinking are critical
to its success
2. These people are experts in system or field or area of the
business. They are observant and they listen
3. They have the ability to frame problems and solve them.
4. They can think strategically and execute tactically.
5. They are both creative and analytical
6. They are communicative and comfortable to flexibility
7. The team that emerges from assembling theses people
should have a spirit of shared purpose, flexibility,
collaboration, and mutual support.
Place 1. A space needs to be located that facilitates collaboration
and imagination.
2. Design thinking produces many physical artifacts. These
artifacts are most useful when they are accessible and
visible.
3. Design thinking requires the content under consideration
be visible. This translates to the need for stationary and
mobile white boards, pin boards display screens, storage
buddies and large surfaces on which to hang
4. Flexibility of furniture is essential.
5. According to Lewrick he recommended that 5m2 per
participant be used as sizing parameter for good space
6. Space, like money and tine is often a scare resource
7. The actual size of the space may become a limiting
factor on how large the team and collaborative activities
can be.
Materials 1. Making and visual idea transfer are essential elements of
design thinking, for that materials are needed
2. list of materials typically needed
white boards
pin boards

whiteboard
markers

colored pencils

sticky notes of
various shapes
and colors

colored
adhesive dots

Hanging strings

colored sheets
of paper (A4)
pipe cleaners

flip charts

large rolls of
paper

tape
(cellophane,
masking)

Glue

Lego blocks

Scissors
index cards

audio and video

capture tools
and analyzers

Paper

play dough

popsicle sticks,

foam core

Push pins
 Notepads &
pens

Tooth picks

Laptops

organizations Locating and accessing design thinking people may require

the organization to permit the functional structure to relent and
allow enterprise benefit to supersede design thinking
objectives

Design thinking process Models:

➢ “Some people think design means how it looks. But of course ,if you dig
deeper ,it’s really how it works”----steve jobs, Apple
➢ Models:

1. convergence –divergence
2. 1d.iit-analysis –synthesis model
3. Engine service design (uk)
4. Design chaos
5. Spirit of creation
 6. St gallem
7. D. school post dam
8. IDEO (Educator toolkit)
9. D. school stanford
10. Beckman & Barry
11.Bill Moggridge
12.Stanford’s modes
13.Jeanne liedtka & tim orgilnie
14.Standford’s necktie flare
15.1d IIT: Vijaykumar

➢ Innovate problem solving = design thinking

Design thinking methodologies:

5-Stage d.School Process:
➢ In 1958, four months after Sputnik (first artificial Earth Satellite) launched
and President Eisenhower created NASA, a Stanford Engineering Professor
named John Arnold proposed that design engineering should be human –
centered.

➢ This was a strange thing for Arnold to introduce. It was an era in which
Engineers were largely focused on twin cold war driven goals: the space
race and the optimization of hydrogen bomb.

➢ Inspired by Arnold’s work, Engineering professor Bob Mckim, with the

help of art professor Matt Kahn, created an Engineering Program called
Product Design.

➢ Within this program Mckim and others helped create a design thinking
process that became the foundation for Stanford’s d.school, as well as the
guiding framework for design –driven companies like IDEO.

➢ The Stanford d.school, more formally called the hasso plattner institute of
design at Stanford, is an academic collaboration between hasso plattner
institute in Potsdam, Germany and Stanford University in Stanford,
California.

➢ The Stanford d. school was one of the first d.schools or design schools
formed around design –thinking approaches to design.
 ➢ Their process model has changed from 6 stage model of understand,
observe, point of view, ideate, prototype, and test to a 5-stage process
model of Empathize, Define, Ideate, Prototype and test.

➢ The stages of understand and observe were consolidated to Empathize

according to Lewrick. The stage titled point of view was adjusted to
become define in 5-stage model

➢ Design thinking brings everyone into the process, not just designers: using
the design process helps companies to solve the wicked problems with
clear eyes

➢ Design thinking is making organizations think about how to move faster

…with iterative speed

➢ The organizations that use the toolset of design thinking can confidently
create better, human-centered user experiences and disruptive products.

➢ The design thinking process is not necessarily linear nor is there one
canonical way to approach it. It is an iterative system with many variations.
However, stand ford’s d.school teaches a framework that can help to
start the process for almost any problem

• In the Stanford d school’s process model, the stages have the following
objectives

Empathize The stage is oriented towards understanding the intended users and the
problem from their viewpoint by observation, engagement and immersion.
Define At this stage the needs and insights discovered in empathize are transformed
 into an actionable problem statement or design vision tailored for the users.

Within the context of the problem statement , the team generates many
Ideate radical design alternative that explore the solution space

At this stage ,promising design alternative are made tangible with which the
Prototype team, users and others will experience and interact

Prototypes are placed into appropriate contexts of user’s lives the goal of
Test gathering thoughtful feedback, learning and refining solutions.

➢ Beyond suggesting the 5-stage process model, Stanford d.school advocates for six
attributes of the design-thinking mindset.

➢ Those are

• Human centered
• Bias towards action
• Radical collaboration
• Culture of prototyping
• Show, don’t tell
• Mindful of process.
It is the idea that design thinkers should identify with the users
Human centered challenges and develop solutions that address their needs.

It directs design thinkers to solve problems instead of finding

additional ones. Team members should prototype to learn
Bias towards action insights instead of expressing self –important personal opinion.

It suggests breakthroughs come from a team consisting of

Radical collaboration members with diverse view points, education and experiences.

It is related to the notion that solutions will arise from trying

Culture of prototyping out concepts and getting users input early and often.

Emphasizes the need to communicate visually rather than

Show ,don’t tell verbally

It encourages teams to be aware of stage the project is in, and

Mindful of process what needs to accomplish in the current stage.

❖ In addition to the above mind sets views the following points are also considered
for good designing thinking process
 Those are

➢ Improve and learn from failure

➢ Creative confidence
➢ Growth mindset
➢ Beginner’s mindset
5 stages of Stanford:

1 2 3 4 5

Empathize Define Ideate Prototype Iterate

Test

Supporting points of Stanford d school frame work.

Design thinking is toolkit for creating problem-solving. The process does not have to be
linear. It can jump from one phase to any other phase based on need.

Perform Have end users

empathy work experience the
interviews, prototype, test it
observations, out and provide
EMPATHIZE research etc to feedback to help
gain a deep bring light new TEST
understanding understandings to
of end users make the
and challenges prototype better

Sketch as many
ideas as possible at
the start. Focusing
on quantity and
IDEATE then choose the
most intriguing and
optimal ideas to
move forward in
making them into
reality
 Identify needs Create
and insights prototype an
from the experimental
information model, that end
gained from the users
empathy work experiences and
DEFINE to develop a test, and elicits
problem PROTOTYPE
feedback that
statement can use to
improve
prototype

Some more light on 5stage Stanford

❖ The more discussion on the above steps will learn on the subsequent chapters
Application of Design thinking:

➢ Design thinking is a problem solving that focus on users and their

emotional needs while experiencing products and services.

➢ Design thinking approach is useful for Designers, Engineers, planners,

Managers, strategists, Economists, Teachers and many other Professions

Design thinking having wide

range of applications across
different domains:
➢ Automobile
➢ Health care
➢ Architecture
➢ Software
➢ Education
➢ Digital
➢ Retail
➢ Art and culture
➢ strategy

Applications of DT
 ❖ Business:

➢ Design thinking helps in business by optimizing the process of

product creation, marketing, and renewal of contracts.

➢ All these processes require a companywide focus on the customers

and hence, design thinking helps in these processes immensely.

➢ Design thinking helps the design thinkers to develop deep empathy

for their customers and to create solutions that mach their needs
exactly.

❖ Information technology:

➢ The IT industry makes a lot of products that require trials and proof
of concepts.

➢ The industry needs to empathize with its users and not simply
deploy technologies.

➢ IT is not only about technology or products, but also it is process.

➢ The developers, analysts, consultants, and managers have to brain

storms on possible ideas for solving the problems of the clients.
This is where design thinking helps a lot.

❖ Education :

➢ The education sector can make the best use of design thinking by
taking feedback from students on their requirements, goals and
challenges they are facing in the classroom.

➢ By working on their feedback, the instructors come up with

solutions to address their challenges.

❖ Health care:

➢ Design thinking helps in health care as well as the expenditure on

healthcare. The cost of healthcare facilities is growing day by day.

➢ Experts worldwide are concerned about how to bring quality

healthcare to people at low cost

➢ Using design thinking, the efficiencies in the system and the

perennial crises were addressed

➢ Design thinking for Engineering:

➢ Design thinking and Engineering systems thinking are two
complementary approaches to understanding cognition,
organization, and other non technical factors that influence the
design and performance of Engineering systems

➢ Design thinking methods have been applied to industrial design

and product development, while engineering systems thinking is
used in professional systems engineering practice and large-scale,
complex system design.

➢ System dynamics is a foundation method in system engineering –

an interdisciplinary field of formalized approaches for designing
and managing large-scale, complex engineered systems throughout
the life cycle.

➢ Systems engineering methodology offers a process for technical

management of sophisticated quantitative techniques are used to
organize and coordinate work activities, evaluate technical systems
interactions, and assure system quality and performance.

➢ Systems engineering has drawn from operations research and

management science to develop mathematical models of human
performance. Example of classical quantitative approaches to
management includes Markov analysis, linear /dynamic
programming, decision theory, and game theory etc.

➢ Systems engineers are well-trained to manage technical system

consolidation, but the associated between social and organizational
are more difficult to govern in practice.

➢ Existing analytical methods hard OR methodology are in

applicable or ineffective for solving problems associated between
social and organization. Nonetheless ,systems engineering are
expected to play ambidextrous roles and have the professional
responsibility of “system thinking” i.e designers who manage
technical as well as social and organizational constraints in
dynamic environments

➢ Understanding how systems engineers evaluate technical and social

relationships- and leverage this information to successfully design
and manage complex systems – is a challenge in modern systems
engineering practice.
 ➢ Engineering systems thinking shares a foundation with systems
science, thus values and applications bear strong resemblance to
those of general systems theory, cybernetics and systems
dynamics.

➢ Systems receive inputs from the environment, execute processes

that transform theses inputs into outputs, and send these outputs
back into the environment in feedback loop.

➢ Engineering systems thinking is system-centered, i.e it is used for

conceptualizing systems, their individual components, and
interactions between those components to help designers anticipate
emergent features and design robust and resilient systems.

➢ Contemporary research in Engineering system thinking seeks to

make the approach more human-centered(design thinking
approach)

Concept models for comparing design thinking and engineering

systems thinking:
❖ Design thinking and engineering systems thinking are using four general
themes: history, values, applications and methods.

❖ By organizing these themes into models called “concept models”.

❖ Concept models visually represent different perspectives on the

relationship between design thinking and engineering systems thinking.

❖ The models are

I. Distinctive concept model

II. Comparative concept model
III. Inclusive concept model
IV. Integrative concept model
➢ The Distinctive concept model, positions design thinking (DT) and
Engineering system thinking (EST) as separate concepts, each with
unique history, set of values, practical application and methods

➢ The comparative concept model, suggests that design thinking(DT)

and Engineering system thinking(EST) are similar underlying
concepts with different applications and methods
 ➢ The inclusive concept model describes engineering systems thinking
as a specific application of design thinking, in which design thinking
principles, methods and processes are applied to complex systems
design problems.

➢ Integrative concept model suggests that design thinking might be the

critical skill for design at both the product and system level and the
Engineering system thinking might (EST)not be practically
distinguishable from design thinking (DT)

➢ These models do not suggest single correct representation of the

design thinking and Engineering system thinking relationship. Further
research and studies are going on these models.

The Distinctive Concept Model:

➢ The distinctive concept model of design thinking and engineering

systems thinking describes two unique concepts with different
histories, values, themes, and applications

Design thinking Engineering systems thinking

• Origins: Industrial design, • Origins: cybernetics,

Engineering management science,
design/product operation research, system
development, psychology engineering

• Capture human process: • Captures system process:

inspiration, ideation, and inputs , outputs, and
implementation. feedback loops

• Values: practicality, • Values: interaction,

empathy, innovation emergence, interdependent

➢ Design thinking has origins in psychology, industrial design, and

product development, and is a method for generating innovative,
 user-centered products and services. Empathy is a key driver of the
design thinking process.

➢ Systems thinking, on the other hand, originated from cybernetics

and operations research and are intended to capture stock and flow
structures and feedback loop dynamics. It is system focused and
used for identifying potential interactions between system
elements that might result in unintended system performance.

The Comparative Concept Model:

➢ Design thinking and Engineering systems thinking positions the

two concepts as distinct, but with several major overlaps

Engineering systems
Design thinking : thinking: open
closedsystems - systems with
bounded with set of interaction,
parameters . interdependence,
prototype-driven. emergence .
linear cause and effect. abstraction-driven.
human-centered. cyclic cause and effect.
solution oriented. system -centered.
problem oriented

➢ Require similar cognitive skill set

(e.g analogy, ability to overcome
fixation)

➢ Require empathy/ faculty for

human relations

➢ Similar inquiry: at individual/team

level in engineering, business, and
education
 ➢ While DT and EST have different origins, applications and
approaches, both require a similar cognitive skill set in practice

➢ Design thinkers and engineering systems thinkers alike must be

creative, flexible, curious, and emotionally intelligent.

➢ Design thinkers and engineering systems thinkers both utilize

divergent and convergent thinking strategies, use analogical, visual,
and spatial reasoning, and embrace ambiguity and emergence

The Inclusive Concept Model:

➢ The inclusive concept model suggests that engineering systems

thinking might not be a standalone methodology.

➢ the specific application of design thinking principles to the

design of large scale, complex engineering systems such as
software enterprise systems, aerospace vehicles, or nuclear
power stations etc

➢ DT and EST are both approaches for addressing design

complexity, defining and solving wicked problems, and
understanding the role of cognitive and social processes on
system design and performance.

➢ The key distinction here is the emphasis placed on abstraction,

interdependence, and emergence in EST, versus tangibility,
prototyping, testing, and redesign in DT.

➢ It is important to note that EST is included as a subset of DT and

not the other way around
The Integrative Concept Model:

➢ the philosophies of design thinking and engineering system thinking

might be better understood as part of a single overarching framework

Design thinking/ Engineering systems

thinking:

• Design thinking: required for successful

design, of consumer products, complex
systems etc.

• Similar inquiry, definition, purpose,

cognitive/social process

• Findings from empirical studies on

designer thinking likely apply to
engineering system and its design

➢ Design thinking could be the fundamental skill required for design across
all contexts and levels of complexity; engineering systems thinking might
not be distinguishable from design thinking in practice.

Conclusion:

➢ Design thinking and engineering systems thinking are similar frameworks

for exploring principles and processes of engineering design.

➢ Exploring contemporary applications and methods is useful for

identifying opportunities to share knowledge and tools between
communities in the future
Summary
➢ Design thinking is more than a methodology; it represents a philosophy that
places end users firmly at the centre of innovation process and the development
of new products and services.

➢ This is a win-win scenario. Where the end users benefits, so too does the
creative organization. Importantly design thinking has a powerful strategic
element, which needs to be firmly aligned with an organization’s culture and
brand.

➢ The concept of design thinking can be applied across diverse disciplines. From
education, law, and medicine to ICT, business management, human resource
management and design it, design thinking principles enable and empower a
professional to approach the problem statement in a step-by-step manner and
take into account all the necessary factors for arriving at the best solution.

➢ The entire flow of design thinking is generally broken down into five
components. These components are:

• Empathize or Understand
• Define
• Ideate
• Prototype
• Test or Verify
➢ In Empathize stage, the design thinker puts himself or herself into the shoes of
the end user and tries to understand the needs of the customer.

➢ The Define stage helps to frame the problem definition. Problem shaping
occurs in this phase itself

➢ In the Ideate phase, a design thinker brainstorms on the ideas suggested by

others and also brings forward his/her own ideas

➢ In the Prototype phase, a design thinker focuses on testing the ideas on the
grounds of feasibility and viability.

➢ In the Test phase, the prototype or the model is presented to the customer
and the customer experiences it completely on a full scale

➢ The concept of iteration is hence central to the process of design thinking.

Design thinking not only helps to come up with innovative solutions, but also helps to
address the exact problems faced by the customer and target the customer’s
requirements in the best possible manner