OE2D11

Design Thinking

August 3, 4, 2022
 Quick Recap (03/08)
• Course Content and Weightages
• Design, Innovation, Invention
• Design, Design Process, Industrial Design
• Design Thinking
• Design Thinking Process
Empathize → Define → Ideate → Prototype → Test

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 Course Content
OE2D11 Design Thinking [2–0–2–3]

1. Design history, how design thinking is different from

technical thinking.
2. What is Design Thinking, Styles of Design Thinking.
3. Goal Seeking and Setting Research, Understanding
Context, Visual Mapping and Resource Mapping,
Categories and Trends Compositions and Judgments.
4. Opportunity Mapping and Scenario Visualization,
Communications and Reflection, Presentations with
Business Models.
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 Text / Reference Books

• Rowe, P. G. (1991). Design Thinking. MIT press.

• Lockwood, T. (2010). Design Thinking: Integrating
Innovation, Customer Experience, and Brand Value.
Skyhorse Publishing, Inc.
• Plattner, H., Meinel, C., & Leifer, L. (Eds.). (2010).
Design Thinking: Understand–Improve–Apply.
Springer Science & Business Media.
• Schneider, J., & Stickdorn, M. (2011). This is Service
Design Thinking: Basics, Tools, Cases. Wiley.

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 Course Load and Credits
2–0–2–3

Course Weightages
Assignments (Lab/Theory) 15%
Quizzes 15%
Midsem Exam 20%
Lab Project(s) 20%
Endsem Exam 30%

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Before Design Thinking

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 Before Design Thinking

• Design

• Innovation

• Invention

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What is Design ?

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 Design

• Problem Solving

• Make society a better place to live

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 Design
• Design is a form or a shape given to a certain object,
(or visual appearance) given to make it more
attractive, make it more comfortable or to improve
another characteristic
• Design is a plan or specification for making/
fabricating an object or system
• Output: Prototype, Product or Process
• Examples: Product Design, VR, Graphics Design, …
designing cars, video games, software interfaces,
interior design, etc.

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 Design Process
7 Steps Design Process:

• Step 1 – Study the Client Brief ...

• Step 2 – Research, Research, Research ...
• Step 3 – Brainstorm ...
• Step 4 – Sketch/Make Notes ...
• Step 5 – Concept Development ...
• Step 6 – Revisions ...
• Step 7 – Completion

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 5 Steps Design Process
• Ref.: d School

• The Five stages of Design Process (Thinking)

are as follows:

1. Empathise
2. Define (the problem)
3. Ideate
4. Prototype
5. Test
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 4 Step Design Process
• The Engineering Design process into four main
phases:

1. Problem definition
2. Design exploration
3. Design optimization
4. Design communication

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 Design Process

• 10 Step Design Process

• 12 Step Design Process

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 Industrial Design

• Industrial design is a process of design applied to

products that are to be manufactured through
techniques of mass production

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 Product Design v/s Industrial Design

• Product design is about creating solutions

• Industrial design is about taking those solutions
through manufacture and to the end user
• Thus, the conceptual design and development of
product design is part of industrial design

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What is Design Thinking ?

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 Design Thinking

• Process for creative problem solving

• Human-centered
organizations should focus on the people so as to
create/produce better products, services, and internal
processes

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 Design Thinking Process
• 5 Steps

1. Empathize
2. Define
3. Ideate
4. Prototype
5. Test

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 Design Thinking Process
• 6 Stages

• For fact finding and decision making:

1. Empathy
2. Define
3. Ideate
4. Prototype
5. Test
6. Launch
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Design Thinking

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Design Thinking

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Design Thinking

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Design Thinking

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Design Thinking

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So What is Design Thinking?

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 So What is Design Thinking?
• Simple/Easy
• Systemized Procedure
• Users
• Human-Centered
• Innovation

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 So, What is Design Thinking?
• Design thinking is a process for creative problem
solving
• Has a human-centered core
❖ i.e., it encourages organizations to focus on the
people so as to lead to better products, services, etc.
• It is a proven and repeatable problem solving protocol
• Combines creative and critical thinking
• Objective: To allow information and ideas to be
organized, decisions to be made, situations to be
improved, and knowledge to be gained
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 So, What is Design Thinking?

• 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

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 Design Thinking Examples
• Airbnb
• Braun/Oral-B Smart Brush

• Netflix
• Stanford Hospital - Stanford has used design thinking
to reimagine emergency rooms and nursing units
• Uber Eats
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Design Thinking, in short …

Desirability

Viability Feasibility

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 Design Thinking, in short …
• Purpose: To train designers, engineers, scientists, … to
be successful innovators

• Approach (1): End users

• Approach (2): Multidisciplinary, Collaborative and
Iterative

• End results (1): Desirable, user-friendly and

economically viable design solutions
• End results (2): Innovative products and services

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Innovation is defined as the process of
making an idea or invention into a
product or service that creates value
and/or for which customers will pay
 Innovation
• Innovation: An idea that sells
• But how would you be sure
• Behind every successful product, multiple failures
• Important is the process of achieving probability of
successful innovation

• Important is
• Insights? → while designing products

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 Design Thinking
Design never
ends
(re)Define
the
Learn
problem

Need
Test Assessment and
Benchmarking

Understand
the User,
design
space
Prototype Brainstorm

Build Ideate
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 Design Thinking

Ideal

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 Design Thinking

Actual
(in reality)

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 Design Thinking
Design
(re)Define never ends
Learn the
problem

Need
Test Assessment
and
Benchmarking

Understand
the User,
design
Brainstorm space
Prototype

Build Ideate
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 Design Thinking

Problem
Solving Design
Forming

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 Design Thinking

Human Centric Methodology

• Multidisciplinary Collaboration

End user focus

• Iterative process

?
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 Design Thinking

Human Centric Methodology

• Multidisciplinary Collaboration

End user focus

• Iterative process

Innovative Products,
Systems and Services
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 Design Thinking

Vibrant Interactive
environment promoting
learning through rapid
conceptual prototyping

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 Design Thinking

Creation

Behaviour

Values

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 Design Thinking

System
Product

Service

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 Rules of Design Thinking
1. The Human Rule: All design activity is ultimately
social in nature (Human Centric)
2. The Ambiguity Rule: Design thinkers must preserve
ambiguity
3. The Re-design Rule: All design is re-design
4. The Tangibility Rule: Making ideas tangible always
facilitate communication
→ Prototypes are communication media

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