Applied Design Thinking QB

OME354 APPLIED DESIGN THINKING Department of ADS 2024-2025
OME354 APPLIED DESIGN THINKING L T P C

30 03
UNIT I DESIGN THINKING PRINCIPLES 9
Exploring Human-centered Design – Understanding the Innovation process, discovering areas of
opportunity, Interviewing & empathy-building techniques, Mitigate validation risk with FIR [Forge
Innovation rubric] – Case studies
UNIT II ENDUSER- CENTRIC INNOVATIO 9

Importance of customer-centric innovation - Problem Validation and Customer Discovery - Understanding problem
significance and problem incidence - Customer Validation. Target user, User persona & user stories. Activity:
Customer development process - Customer interviews and field visit
UNIT III APPLIED DESIGN THINKING TOOLS 9

Concept of Minimum Usable Prototype [MUP] – MUP challenge brief – Designing & Crafting the value proposition
– Designing and Testing Value Proposition; Design a compelling value proposition; Process, tools and techniques
of Value Proposition Design
UNIT IV CONCEPT GENERATION 9

Solution Exploration, Concepts Generation and MUP design- Conceptualize the solution concept; explore, iterate
and learn; build the right prototype; Assess capability, usability and feasibility. Systematic concept generation;
evaluation of technology alternatives and the solution concepts
UNIT V SYSTEM THINKING 9

System Thinking, Understanding Systems, Examples and Understandings, Complex Systems
TOTAL: 45 PERIODS
TEXT BOOKS:
1. Steve Blank, (2013), The four steps to epiphany: Successful strategies for products that win,
Wiley.
2. Alexander Osterwalder, Yves Pigneur, Gregory Bernarda, Alan Smith, Trish Papadakos,
(2014), Value Proposition Design: How to Create Products and Services Customers Want, Wiley
3. Donella H. Meadows, (2015), Thinking in Systems -A Primer, Sustainability Institute.
4. Tim Brown, (2012) Change by Design: How Design Thinking Transforms Organizations
and Inspires Innovation, Harper Business.
REFERENCES:
1. https://www.ideou.com/pages/design-thinking#process
2. https://blog.forgeforward.in/valuation-risk-versus-validation-risk-in-product
Innovations-49f253ca86-24
3. https://blog.forgeforward.in/product-innovation-rubric-adf5ebdfd356
4. https://bloa.foraeforward.in/evaluatina-Droduct-innovations-e8178e58b86e
5. https://bloa.foraeforward.in/user-auide-for-Droduct-innovation-rubric-857181b253dd
6. https://bloa.foraeforward.in/startuD-failure-is-like-true-lie-7812cdfe9b85
COURSE OUTCOMES
On completion of this course, the student will be able
C302.1 Define & test various hypotheses to mitigate the inherent risks in product innovations.
Design the solution concept based on the proposed value by exploring alternate solutions to
C302.2
achieve value-price fit.
C302.3 Develop skills in empathizing, critical thinking, analyzing, storytelling & pitching
C302.4 Describe concept generation and evaluate alternative technologies
St. Joseph’s Institute of Technology 1

C302.5 Apply system thinking in a real-world scenario
MAPPING BETWEEN CO, PO AND PSO WITH CORRELATION LEVEL 1/2/3
MAPPING OF COs WITH POs AND PSOs
PROGRAM
PROGRAM OUTCOMES (POs) SPECIFIC
Cos OUCOMES
PS PS PS PS
PO1 PO2 PO3 PO4 PO5 PO6 PO7 PO8 PO9 PO10 PO11 PO12
O1 O2 O3 O4
CO1 2 2 0 0 0 1 0 1 1 1 1 1 1 1 0 1
CO2 3 2 3 2 2 1 1 1 1 0 1 3 2 1 1 1
CO3 2 3 2 2 2 2 0 0 2 1 2 1 1 2 1 2
CO4 3 2 2 2 2 1 1 0 1 1 1 2 2 1 1 1
CO5 2 3 2 3 1 1 0 1 0 0 2 2 1 2 1 2
RELATION BETWEEN COURSE CONTENT WITH COs

UNIT I - DESIGN THINKING PRINCIPLES
Knowledge Total No of Hrs Books
S.No Topics
level Handled Referred
1 Exploring Human-centered Design BL1,2 1 T1
Understanding the Innovation process,
2 BL2 1 T1
discovering areas of opportunity
3 Interviewing & empathy BL3 2 T1
4 Building techniques BL4 1 T1
Mitigate validation risk with FIR [Forge
5 BL3 2 T1
Innovation rubric
6 Case Studies BL5 2 T1
UNIT II - ENDUSER- CENTRIC INNOVATION

S.No Topics
1 Importance of customer-centric innovation BL1,2 2 T1
2 Problem Validation and Customer Discovery BL3 2 T1
Understanding problem significance and
3 BL2 2 T2
problem incidence
Customer Validation. Target user, User persona
4 BL4 1 T1
& user stories
5 Activity: Customer development process BL5 2 T2
UNIT III - APPLIED DESIGN THINKING TOOLS

S.No Topics
BL2
1 Concept of Minimum Usable Prototype [MUP] 1 T2
2 MUP challenge brief BL3 2 T1
3 Designing & Crafting the value proposition BL2,1 2 T1
4 Designing and Testing Value Proposition BL4 2 T1
5 Design a compelling value proposition BL5 2 T2
UNIT IV - CONCEPT GENERATION


S.No Topics
Solution Exploration, Concepts Generation and BL3
1 2 T2
MUP design
2 Conceptualize the solution concept BL3 2 T1
3 Explore, iterate and learn BL2,1 2 T2
Build the right prototype; Assess capability, BL4
4 1 T1
usability and feasibility
5 Systematic concept generation BL5 2 T2
UNIT V - SYSTEM THINKING

S.No Topics
1 System Thinking BL3 2 T2
2 Understanding Systems BL3 2 T1
3 Examples and Understandings BL2,1 2 T2
4 Complex Systems BL4 3 T1
BL1 – Apply; BL2 – Analyze; BL3– Understand, BL4- Evaluate, BL5-Create, BL6- Remembrance
UNIT I DESIGN THINKING
PRINCIPLES
Exploring Human-centered Design – Understanding the Innovation process, discovering areas of
opportunity, Interviewing & empathy-building techniques, Mitigate validation risk with FIR [Forge
Innovation rubric] – Case studies
S.No UNIT I- PART-A BL CO
1. What are the key challenges our customers face? BL1 CO1
Difficulty in accessing or utilizing product features: Many customers struggle
to find and use key product functionalities.
• Lack of personalization: Customers feel the product doesn't cater to their
specific needs or preferences.
• Inefficient problem-solving: Customers experience challenges in
resolving issues or completing tasks using the product.
• High learning curve: Understanding how to use the product effectively
takes significant time and effort.
2. How do our users feel about our current product? BL1 CO2
• Frustrated with limitations: Users often express dissatisfaction with the
product's capabilities.
• Overwhelmed by complexity: Some users find the product interface and
features confusing.
• Satisfied with core functionality: Many users appreciate the product's
basic functions but desire more.
• Indifferent towards the brand: Users may not have a strong emotional
connection to the product or company.

3. What are the most common daily frustrations they have? BL2 CO1
• Time-consuming tasks: Users often complain about spending too much
time on routine actions.
• Frequent errors and glitches: Technical issues lead to frustration and
wasted time.
• Lack of support or guidance: Users feel unsupported when encountering
difficulties.
• Inconsistent user experience: Different parts of the product behave
differently, causing confusion.
4. What are their goals, both short-term and long-term? BL2 CO2
• Short-term goals: Complete specific tasks efficiently, solve immediate
problems.
• Long-term goals: Achieve overall objectives, improve productivity or
performance.
• Personal goals: Enhance skills, learn new things, or satisfy personal
interests.
• Business goals: Increase revenue, reduce costs, or gain a competitive
advantage.
5. What motivates our customers and drives their decisions? BL1 CO1
• Problem-solving needs: Customers are driven to find solutions to their
challenges.
• Desire for convenience: Ease of use and time-saving features are
important factors.
• Cost-effectiveness: Value for money is a key consideration.
• Social proof: Recommendations and reviews influence purchasing
decisions.
6. What specific pain points does our product need to address? BL2 CO2
• Inefficient workflows: Identify steps that slow down users or create
bottlenecks.
• Error-prone processes: Pinpoint areas where users make frequent
mistakes.
• Lack of clarity: Determine where users experience confusion or
uncertainty.
• Limited customization: Identify features or options that are missing.
7. How might we refine the problem to make it more actionable? BL2 CO1
• Focus on specific user segments: Identify target groups with shared
challenges.
• Quantify the problem: Use data to measure the impact of the issue.
• Prioritize pain points: Rank problems based on severity and frequency.

• Break down the problem: Divide complex issues into smaller,
manageable components.
8. What is the root cause of the issues we aim to solve? BL1 CO2
• Underlying user needs: Identify the fundamental motivations driving
behavior.
• Systemic flaws: Analyze how the product or process contributes to
problems.
• Environmental factors: Consider external influences impacting user
experience.
• Cognitive biases: Understand how user thinking patterns affect decision-
making.
9. Define empathy in the context of Design Thinking. BL1 CO1

• Understanding user perspectives: Seeing the world through the user's
eyes.
• Connecting emotionally: Building rapport and establishing trust.
• Identifying unmet needs: Discovering hidden desires and frustrations.
• Informing design decisions: Using insights to create user-centric
solutions.
10. What is the importance of ideation in the Design Thinking process? BL2 CO2
• Generating creative solutions: Exploring a wide range of possibilities.
• Overcoming constraints: Finding innovative ways to address challenges.

• Fostering collaboration: Encouraging diverse perspectives and teamwork.
• Inspiring innovation: Cultivating a culture of experimentation and risk-
taking.
11 Explain the concept of prototyping in Design Thinking. BL2 CO1

• Creating tangible representations: Building physical or digital models of
ideas.
• Testing and learning: Gathering feedback to refine concepts.
• Iterative process: Continuously improving prototypes based on user input.
• Reducing risk: Mitigating uncertainties before full-scale development.
12 How does iteration contribute to the success of a design project in Design BL1 CO2
Thinking?
• Improving product-market fit: Aligning the product with user needs.
• Enhancing user experience: Refining interactions and usability.

• Mitigating risks: Identifying and addressing potential issues early.
• Optimizing performance: Fine-tuning features and functionality.
13 What role does experimentation play in Design Thinking? BL1 CO1

• Testing assumptions: Validating hypotheses about user behavior.

• Discovering new opportunities: Uncovering unexpected insights.
• Learning from failure: Adapting strategies based on results.
• Fostering innovation: Encouraging a culture of trial and error.
14 What constraints (budget, time, etc.) do we need to consider? BL2 CO2

• Financial resources: Allocate funds effectively for research, development,
and testing.
• Timelines: Establish realistic project schedules and milestones.
• Team capacity: Consider available personnel and skills.
• Technical limitations: Assess existing technology and infrastructure.
15 Who are the key stakeholders we should involve in problem-solving? BL1 CO1
• Customers: Gain insights into their needs and preferences.
• Designers: Bring expertise in creating user-centered solutions.

• Developers: Ensure technical feasibility and implementation.
• Business stakeholders: Align product development with company goals.
16 How might we enhance the user onboarding experience? BL1 CO2

• Simplify the process: Reduce steps and provide clear guidance.
• Personalize the welcome: Tailor onboarding to user needs or preferences.

• Offer interactive tutorials: Provide hands-on learning opportunities.
• Provide immediate value: Demonstrate benefits quickly to encourage
continued use
17 What if we could completely rethink our packaging? BL2 CO1

• Focus on sustainability: Use eco-friendly materials and reduce waste.
• Enhance unboxing experience: Create a memorable and delightful

moment.
• Improve product protection: Ensure safe delivery and prevent damage.
• Consider user needs: Design packaging for easy storage and disposal.
18 How can we encourage more user engagement with our app? BL2 CO2
• Implement gamification elements: Introduce rewards, challenges, and
levels.
• Personalize content and recommendations: Tailor experiences to user
interests.
• Foster a sense of community: Create opportunities for user interaction.
• Leverage push notifications effectively: Deliver relevant and timely
updates.
19 What if we offered subscription-based services? BL1 CO1

• Create exclusive content or features: Provide added value for
subscribers.

• Offer tiered subscription options: Cater to different user needs and
budgets.
• Build a loyal customer base: Encourage long-term relationships.
• Generate predictable revenue streams: Improve financial stability.
20 What is the role of empathy in Human-centered Design (HCD)? BL1 CO2

• Understanding user needs: Identifying pain points and motivations.
• Building relationships: Establishing trust and rapport with users.

• Creating meaningful solutions: Designing products that resonate with
users.
• Measuring impact: Evaluating designs based on user satisfaction.
21 How can designers use storytelling techniques to communicate the value of

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their solutions in HCD?
• Create compelling narratives: Develop engaging stories around user
problems and solutions.
• Visualize user journeys: Use storytelling to illustrate the user experience.
• Highlight emotional connections: Evoke empathy and understanding.
• Demonstrate impact: Showcase how the design improves user lives.
22 How might we leverage emerging technologies in our industry? BL1 CO2

• Identify relevant technologies: Research advancements in the field.
• Assess potential benefits: Evaluate how technologies can solve user

problems.
• Develop prototypes: Experiment with new ideas and concepts.
• Collaborate with experts: Partner with technology providers to accelerate
development.
23 How do we know our new website design is user-friendly? BL2 CO1

• Conduct usability testing: Observe user behavior and gather feedback.
• Analyze user metrics: Track key performance indicators (KPIs) like

bounce rate and time on site.
• Gather user feedback: Collect qualitative and quantitative data through
surveys and interviews.
• Iterate and refine: Make improvements based on user insights.
24 How can designers ensure that the solutions they develop in HCD are scalable
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and sustainable?
• Consider long-term impact: Evaluate environmental and social
consequences.
• Design for flexibility: Create adaptable solutions that can evolve over
time.
• Optimize resource utilization: Minimize waste and maximize efficiency.

• Build partnerships: Collaborate with other stakeholders to achieve
sustainability goals.
25 What are some best practices for conducting user research in HCD? BL1 CO1
• Define research objectives: Clearly outline goals and questions.
• Choose appropriate methods: Select techniques that align with research

questions (interviews, surveys, observations).
• Recruit representative participants: Ensure a diverse sample of users.
• Analyze data thoroughly: Identify patterns, trends, and insights.
• Iterate and refine: Use findings to inform design decisions and future
research.
UNIT I PART-
B
1. Explain the innovation process in Human-centered Design (HCD) and how it
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differs fromtraditional product development approaches.
The Innovation Process in Human-Centered Design (HCD)

Human-Centered Design (HCD) is a design approach that prioritizes
understanding user needs and experiences throughout the product development
process. It differs significantly from traditional product development, which often
starts with a product concept and then focuses on technical implementation.
The HCD Innovation Process
HCD typically follows a cyclical process involving:
1. Empathize: This is the core of HCD. Designers immerse themselves in the
lives of the users they are designing for. They conduct research, interviews,
observations, and empathy maps to deeply understand user needs, pain
points, and motivations.
o Example: A team designing a new public transportation app might
spend time riding buses and trains, observing passenger behavior,
and interviewing commuters about their experiences.
2. Define: Based on the insights gathered during the empathize phase,
designers define the problem that needs to be solved. This involves clearly
articulating the user's needs and challenges in a problem statement.
o Example: Based on the research, the team might define the
problem as "Commuters struggle to plan their journeys efficiently
and reliably due to lack of real-time information and unreliable
service updates."
3. Ideate: This is the creative phase where designers generate a wide range of
potential solutions to the problem. Brainstorming sessions, sketches, and
mind mapping are common techniques used in this stage.
o Example: The team might brainstorm ideas such as real-time bus
tracking, integrated payment systems, and personalized journey
recommendations.
4. Prototype: Designers create tangible representations of their ideas. These
prototypes can be low-fidelity (sketches, paper prototypes) or high-fidelity

(interactive digital prototypes).
o Example: The team might create a low-fidelity prototype of the
app's interface using paper and pens to test the basic flow and user
interactions.
5. Test: Prototypes are tested with users to gather feedback and insights. This
iterative process helps refine the design and ensure it meets user needs.
o Example: The team might conduct usability tests with potential
users to evaluate the prototype's effectiveness and identify areas for
improvement.
This cycle is not linear but iterative. Designers often revisit previous stages as
they gather new information and refine their understanding of the problem and
solutions.
Differences from Traditional Product Development
Traditional product development often follows a more linear, sequential
approach:
• Market-driven: Focuses on identifying market opportunities and creating
products to fill those gaps.
• Product-centric: Emphasis on developing a product based on internal
expertise or technology.
• Limited user involvement: User feedback is often gathered after the
product is developed.
• Risk of product failure: High chance of developing products that don't
meet user needs or market demands.
In contrast, HCD is:
• User-centered: Prioritizes understanding and meeting user needs.
• Iterative: Involves continuous testing and refinement.
• Collaborative: Encourages cross-functional teams and user involvement.
• Risk-mitigated: Reduces the likelihood of product failure by involving
users throughout the process.
By placing the user at the center of the innovation process, HCD increases the
chances of creating products that are truly valuable and satisfying to customers.
2. Discuss the importance of discovering areas of opportunity in HCD and how

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designers can uncover unmet user needs and pain points.
The Importance of Discovering Areas of Opportunity in HCD

Discovering areas of opportunity is the cornerstone of Human-Centered Design
(HCD). It’s about identifying gaps, pain points, and unmet needs that can be
addressed through innovative solutions. By understanding the nuances of user
experiences, designers can create products or services that truly resonate with
their target audience.
Key benefits of uncovering opportunities:
• Innovation: Identifying unmet needs leads to groundbreaking solutions
that differentiate a product or service.
• Customer Satisfaction: Addressing pain points and fulfilling desires
enhances user satisfaction and loyalty.
• Competitive Advantage: Understanding unique user needs can create a
strong market position.
• Efficient Resource Allocation: Focusing on areas of high impact
maximizes the return on investment.
• Reduced Development Risks: By understanding user needs upfront, the
risk of developing products that fail to resonate is minimized.
Uncovering Unmet User Needs and Pain Points
Designers employ a variety of methods to uncover hidden opportunities:
• Empathy Mapping: Creating visual representations of users to understand
their thoughts, feelings, actions, and pain points.
• User Interviews: Conducting in-depth conversations to gain insights into
user behaviors, motivations, and challenges.
• Observations: Observing users in their natural environments to identify
pain points and opportunities.
• Surveys and Questionnaires: Gathering quantitative data on user
preferences, behaviors, and satisfaction levels.
• Journey Mapping: Visualizing the steps a user takes to achieve a goal,
identifying touchpoints and potential improvements.
• A/B Testing: Experimenting with different design variations to measure
user responses and preferences.
• Competitive Analysis: Studying competitors' offerings to identify gaps
and opportunities.
Additional tips for uncovering opportunities:
• Ask "Why" Multiple Times: Delving deeper into user responses to
uncover underlying needs.
• Look for Inconsistencies: Identifying contradictions in user behavior or
statements can reveal hidden opportunities.
• Consider the User's Context: Understanding the environment in which
the product or service will be used.
• Involve Diverse Teams: Bringing together people with different
perspectives can lead to fresh insights.
• Embrace Failure: Viewing failures as learning opportunities can lead to
innovative solutions.
Example: Designing a Fitness App
Imagine a team designing a fitness app. Through user research, they discover that
many users struggle with maintaining consistency in their workout routines. They
also find that users value convenience and flexibility in their fitness regimens. By
identifying these pain points and unmet needs, the design team can focus on
developing features that address these issues, such as personalized workout plans,
progress tracking tools, and integration with smart home devices.
By systematically uncovering unmet user needs and pain points, designers can
create products and services that truly delight users and drive business success.
3 Explain the role of interviewing in HCD and how it helps designers gain
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insights into user perspectives and behaviors.
The Role of Interviewing in HCD

Interviews are a cornerstone of Human-Centered Design (HCD). They provide a
direct channel to understand user perspectives, motivations, behaviors, and pain
points. By engaging in conversations with users, designers can gain invaluable
insights that inform the design process.
How Interviews Help Designers
• Uncovering Unmet Needs: Users often have implicit needs that they may
not articulate explicitly. Through open-ended questioning, designers can
uncover these underlying desires and aspirations. For instance, a user
might say they want a faster computer, but through probing questions, a
designer might discover that the user actually needs a more efficient
workflow.
• Understanding User Behaviors: Observing users in their natural
environment is crucial, but interviews provide a deeper understanding of
why they behave in certain ways. By asking about their routines, habits,
and decision-making processes, designers can identify patterns and
opportunities for improvement.
• Identifying Pain Points: Users often encounter frustrations in their daily
lives. Interviews allow designers to pinpoint these pain points and
understand their impact on the user's experience. This information is
essential for developing solutions that address specific problems.
• Gathering Feedback on Existing Products: If a product or service
already exists, interviews can be used to gather feedback on its strengths
and weaknesses. Users can provide insights into what they like and dislike,
helping designers identify areas for improvement.
• Building Empathy: Interviews foster empathy by allowing designers to
connect with users on a personal level. Understanding users' emotions,
values, and perspectives helps designers create products that resonate with
their target audience.
Example: Designing a Fitness App
Imagine a team designing a fitness app. To gain insights, they conduct interviews
with potential users. Through these interviews, they might discover:
• Unmet Needs: Users express frustration with tracking their progress and
staying motivated. They desire personalized workout plans and social
features to connect with friends.
• User Behaviors: Many users prefer short, high-intensity workouts at home
due to busy schedules. They value convenience and flexibility in their
fitness routines.
• Pain Points: Users find it challenging to maintain consistency with their
workout plans and struggle with finding suitable workout videos.
• Feedback on Existing Apps: Users mention that current fitness apps lack
community features and personalized recommendations.
Armed with this information, the design team can focus on developing a fitness
app that addresses these specific needs and pain points. The app could offer
personalized workout plans, social features, and easy-to-follow home workouts.
By conducting in-depth interviews, designers can gather rich qualitative data that
informs every stage of the design process, from understanding the problem to
creating innovative solutions.
4 Discuss the impact of empathy-building techniques in HCD and how they

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contribute tothe development of more empathetic and effective solutions.
The Impact of Empathy-Building Techniques in HCD

Empathy is the cornerstone of Human-Centered Design (HCD). It's the ability to
understand and share the feelings of another person. In the context of design, it's
about stepping into the user's shoes to comprehend their needs, frustrations, and
desires.
Building Empathy: A Cornerstone of Effective Design
Empathy-building techniques are essential for creating products or services that
truly resonate with users. They help designers:
• Understand User Needs Deeply: By stepping into the user's world,
designers gain a comprehensive understanding of their challenges,
motivations, and goals. This knowledge is critical for developing solutions
that truly address user pain points.
• Identify Unmet Needs: Empathy can reveal hidden opportunities that
users might not articulate. By understanding the context of a user's life,
designers can identify needs that haven't been met by existing products or
services.
• Create Emotionally Resonant Designs: Empathy allows designers to tap
into the emotional aspects of user experiences. By understanding how users
feel about a product or service, designers can create designs that evoke
positive emotions and build loyalty.
• Foster Innovation: Empathy encourages creative thinking by challenging
designers to think beyond existing solutions. By understanding user
frustrations, designers can develop innovative approaches to address those
challenges.
• Improve Collaboration: Empathy helps build stronger relationships
between designers and users. By understanding user perspectives,
designers can collaborate more effectively to create solutions that meet
user needs.
Examples of Empathy-Building Techniques
• User Interviews: In-depth conversations with users to understand their
experiences, motivations, and pain points.
• Observation: Observing users in their natural environment to gain insights
into their behaviors and interactions.
• Empathy Mapping: Creating a visual representation of a user to
understand their thoughts, feelings, actions, and needs.
• Journey Mapping: Visualizing the steps a user takes to achieve a goal,
highlighting touchpoints and opportunities for improvement.
• Role-Playing: Stepping into the shoes of a user to experience their
challenges firsthand.
Example: Designing a Fitness App A team designing a fitness app might use
empathy-building techniques to understand the challenges users face in
maintaining a workout routine. Through interviews and observations, they might
discover that many users struggle with motivation, lack time, and feel
overwhelmed by the complexity of fitness routines. By empathizing with these
challenges, the design team can develop features that address these issues, such
as personalized workout plans, progress tracking tools, and social features to
encourage motivation.
By incorporating empathy into the design process, designers can create products
and services that not only meet functional needs but also resonate with users on
an emotional level. This leads to higher user satisfaction, loyalty, and ultimately,
the success of the product.
5 Explain how the Forge Innovation Rubric (FIR) can be used to mitigate
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validation risks in HCD and ensure solutions are viable and valuable to users.
Forge Innovation Rubric (FIR) and Mitigating Validation Risks in HCD

The Forge Innovation Rubric (FIR) is a diagnostic tool designed to assess the
validation risk of a product innovation. It helps innovators systematically validate
assumptions and translate them into facts, providing a clearer picture of the
product's commercial potential. In the context of Human-Centered Design
(HCD), FIR is particularly useful in mitigating validation risks and ensuring
solutions are viable and valuable to users.
How FIR Mitigates Validation Risks in HCD
1. Focus on Customer Acceptance and Commitment: FIR emphasizes
customer-centric validation. By assessing factors like customer motivation,
problem significance, and solution adoption, it ensures that the solution
aligns with real user needs and desires.
2. Systematic Evaluation of Assumptions: FIR encourages innovators to
explicitly state their assumptions about the product or service. It then
provides a structured framework to gather evidence to either support or
refute these assumptions.
3. Identification of Adoption Barriers: The rubric helps identify potential
obstacles to product adoption. By addressing these barriers proactively,
designers can increase the likelihood of successful implementation.
4. Measurement of Commercial Potential: FIR evaluates the product's
potential for generating revenue and market share. This ensures that the
solution not only meets user needs but also has commercial viability.
FIR and Ensuring Viable and Valuable Solutions
By using FIR, designers can ensure that their solutions are:
• User-Centric: FIR's focus on customer acceptance and commitment
guarantees that solutions are aligned with user needs and preferences.
• Problem-Focused: The rubric helps identify the core problem and ensures
that the solution effectively addresses it.
• Viable: By assessing factors like resource availability and market
potential, FIR helps ensure the solution is feasible and sustainable.
• Valuable: The rubric measures the potential value proposition of the
solution, ensuring it provides significant benefits to users.
Example: Using FIR in a Fitness App Design
Imagine a team designing a fitness app. Using FIR, they can:
• Validate Problem Significance: Conduct surveys and interviews to
determine the severity of users' fitness-related problems, such as lack of
motivation, difficulty tracking progress, or limited workout options.
• Assess Solution Adoption: Create prototypes and conduct usability tests
to understand how users would adopt the app and identify potential
barriers.
• Evaluate Commercial Potential: Analyze the market size, competition,
and potential revenue streams for the app to assess its commercial viability.
• Identify Adoption Barriers: Conduct focus groups to uncover potential
challenges users might face, such as technical difficulties, privacy
concerns, or high subscription costs.
By systematically applying the FIR, the design team can increase the likelihood
of creating a fitness app that is not only valuable to users but also commercially
successful.
In conclusion, the Forge Innovation Rubric is a valuable tool for HCD
practitioners. By rigorously assessing product concepts against key validation
criteria, it helps mitigate risks, ensure user-centricity, and increase the chances of
developing successful and impactful solutions.
6. Discuss a successful case study where empathy-building techniques led to an

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innovativeand impactful solution in HCD.
Case Study: Redesigning the Hospital Experience

The Challenge
Hospitals are often perceived as impersonal, stressful environments. Patients,
caregivers, and staff alike experience challenges related to navigation,
communication, and overall well-being. The aim was to create a more patient-
centric and efficient hospital experience.
The Empathy Phase
A multidisciplinary team, including designers, healthcare professionals, and
patients, embarked on a deep dive into the hospital experience. Empathy-
building techniques were pivotal in understanding the complexities of the
healthcare environment.
• Observation: The team spent time shadowing patients, caregivers, and
staff, observing their routines and interactions. They noted physical
layouts, signage, and the emotional impact of the environment.
• Interviews: In-depth interviews were conducted with patients, families,
doctors, nurses, and support staff. The focus was on understanding their
pain points, frustrations, and unmet needs.
• Empathy Mapping: Visual representations of different user groups were
created to synthesize the gathered insights. This helped visualize the
emotional journeys of patients, caregivers, and staff.
• Journey Mapping: The team mapped out the typical patient journey,
from admission to discharge. This helped identify pain points and
opportunities for improvement.
Uncovering Insights
Through these empathy-building techniques, the team uncovered several key
insights:
• Patients felt lost and anxious due to complex hospital layouts and
unclear signage.
• Caregivers experienced high levels of stress due to heavy workloads
and inadequate support systems.
• Staff members were often overwhelmed by administrative tasks,
hindering patient care.
• Communication breakdowns between patients, families, and healthcare
providers led to misunderstandings and delays.
The Innovative Solution
Based on these insights, the team developed a comprehensive redesign focused
on creating a more patient-centered, efficient, and supportive hospital
environment.
• Wayfinding and Signage: A clear and intuitive wayfinding system was
implemented, using color-coded zones and large, easy-to-read signage.
Digital kiosks provided interactive maps and directions.
• Patient-Centric Rooms: Patient rooms were redesigned to be more
home-like, with adjustable lighting, comfortable furniture, and noise-
reducing features.
• Family Involvement: Designated family waiting areas and comfortable
accommodations were created to support caregivers.
• Technology Integration: Digital tools were introduced to improve
communication between patients, families, and healthcare providers.
Electronic health records were implemented to streamline workflows and
reduce paperwork.
• Staff Well-being: Initiatives were implemented to reduce staff burnout,
such as dedicated support services, flexible scheduling, and opportunities
for professional development.
Impact and Outcomes
The redesigned hospital experienced a significant improvement in patient
satisfaction, reduced patient anxiety, and increased staff morale. The new
environment fostered better communication, improved efficiency, and enhanced
the overall patient experience.
This case study demonstrates the power of empathy in driving innovation in
healthcare. By deeply understanding the needs and challenges of patients,
caregivers, and staff, the design team was able to create a solution that had a
profound impact on the hospital experience.
7 Explain the role of prototyping in the validation process in HCD and how it
BL3 CO1
helps designers test and refine ideas before full-scale development.
Prototyping in HCD: A Validation Tool

Prototyping is an indispensable phase in the Human-Centered Design (HCD)
process. It involves creating tangible representations of design concepts to test
and refine ideas before committing to full-scale development. By building
prototypes, designers can gather valuable feedback from users, identify potential
issues, and iterate on their designs to create more effective solutions.
The Role of Prototyping in Validation
• Early Feedback Loop: Prototypes provide an opportunity to gather
feedback early in the design process. By testing with users, designers can
identify flaws, usability issues, and areas for improvement before
significant resources are invested.
• Risk Mitigation: Prototyping helps to reduce the risk of building a product
that doesn't meet user needs. By testing different concepts, designers can
identify the most promising directions and avoid costly mistakes.
• Iteration and Refinement: Prototypes are a foundation for iterative
design. By testing and refining prototypes multiple times, designers can
gradually improve the product's usability, desirability, and feasibility.
• Communication and Collaboration: Prototypes serve as a tangible
representation of design ideas, facilitating communication and
collaboration among team members. They can be used to align
stakeholders and gain buy-in for the project.
Types of Prototypes
• Low-fidelity prototypes: These are simple, basic representations of the
product, often created using paper, sketches, or digital wireframes. They
are useful for early-stage testing and exploring different concepts.
• High-fidelity prototypes: These are more detailed and realistic
representations of the product, often including interactive elements and
visual design. They are used for testing user interactions and gathering
feedback on the overall user experience.
Example: Prototyping a Mobile App
A team designing a mobile food delivery app might start with low-fidelity paper
prototypes to visualize the app's basic flow and user interface. They could then
create a high-fidelity prototype using design software to simulate the app's look
and feel.
By testing these prototypes with potential users, the team might discover that
users find it difficult to search for specific cuisines, or that the checkout process
is too complex. Based on this feedback, they can iterate on the design, refining
the search functionality and simplifying the checkout process.
The Iterative Nature of Prototyping
Prototyping is an iterative process. Designers often create multiple prototypes to
test different ideas and refine their designs. Each iteration brings the product
closer to meeting user needs and achieving its goals. By continuously testing and
refining, designers can increase the likelihood of creating a successful product.
In conclusion, prototyping is a critical component of the HCD process. By
providing a tangible representation of design ideas, it enables designers to gather
valuable feedback, identify and address issues, and create products that truly meet
user needs.
8 Discuss the challenges designers may face when trying to balance user needs
BL3 CO2
with business goals in the innovation process in HCD.
Balancing User Needs and Business Goals in HCD

Balancing user needs with business goals is a perennial challenge in Human-
Centered Design (HCD). While designers strive to create products that perfectly
align with user desires, businesses often have specific metrics and targets to meet.
This tension can lead to significant challenges.
Common Challenges
1. Conflicting Priorities: User needs and business goals often diverge. For
instance, users might desire a highly customizable product, while the
business seeks a standardized solution for cost efficiency.
2. Short-Term vs. Long-Term Goals: Business often demands immediate
returns, while user-centric design might require investments in research
and development with long-term payoffs.
3. Resource Constraints: Limited budgets and timelines can force designers
to prioritize features based on business impact rather than user value.
4. Stakeholder Alignment: Different departments within an organization
may have conflicting priorities. Marketing might emphasize features that
drive sales, while customer support focuses on usability.
5. Measuring Success: Defining success metrics can be challenging. Should
the focus be on user satisfaction, sales figures, or a combination of both?
Examples
• A streaming service: Users might desire a vast library of content, while
the business focuses on cost-effective licensing deals, potentially leading to
a smaller catalog.
• A healthcare app: Users might want detailed health tracking features, but
the business might prioritize features that generate revenue, such as in-app
purchases for premium content.
• An e-commerce platform: Users might desire free shipping on all orders,
while the business needs to balance shipping costs with profit margins.
Strategies for Balancing User Needs and Business Goals
• Empathy Mapping: Gaining a deep understanding of user needs can help
identify opportunities to align them with business objectives.
• Value Proposition Canvas: This tool can help clarify the intersection of
user needs, business goals, and product features.
• Prioritization Frameworks: Techniques like the MoSCoW method can
help prioritize features based on their importance to both users and the
business.
• Data-Driven Decision Making: Using analytics to measure user behavior
and business performance can inform decision-making.
• Iterative Design: Continuously testing and refining the product allows for
adjustments based on user feedback and business results.
• Open Communication: Fostering collaboration between design, business,
and other stakeholders can help align goals and find common ground.
By effectively balancing user needs and business goals, designers can create
products that not only delight users but also contribute to the overall success of
the organization. It's essential to remember that these two aspects are not
mutually exclusive but rather interconnected and interdependent.
9 Explain how designers can use storytelling techniques to effectively

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communicate the value of their solutions in HCD.
Storytelling in HCD: Communicating Solution Value

Storytelling is a powerful tool for designers to convey the value of their solutions.
By crafting narratives around user experiences and the impact of their designs,
designers can create emotional connections and build a compelling case for their
work.
The Power of Narrative
• Empathy and Connection: Stories help people relate to experiences. By
sharing user stories, designers can evoke empathy and understanding for
the challenges users face. This creates a strong foundation for presenting
solutions.
• Visualization of Value: Stories paint a picture of how a design will
improve a user's life. By narrating the user journey, designers can
demonstrate the tangible benefits of their solution.
• Persuasion and Engagement: Stories are inherently engaging. By crafting
a compelling narrative, designers can capture the audience's attention and
persuade them of the solution's value.
Storytelling Techniques for Designers
• User Personas: Create detailed narratives about fictional users to represent
different segments of the target audience. These personas can be used to
tell stories about their challenges and how the design addresses their
needs.
• Customer Journey Mapping: Visualize the user's experience as a story,
highlighting pain points and opportunities for improvement. This helps to
communicate the problem and the solution's impact in a clear and engaging
way.
• Scenario-Based Storytelling: Create hypothetical scenarios that showcase
the design in action. This helps stakeholders visualize how the solution will
be used in real-life situations.
• Emotional Storytelling: Focus on the emotional impact of the design. By
evoking emotions, designers can create a deeper connection with the
audience and highlight the value of the solution.
Example: Healthcare App
A design team developing a healthcare app might use storytelling to
communicate its value. They could create a user persona named "Alex," a busy
working professional struggling to manage chronic health conditions. By sharing
Alex's story, including challenges like missed appointments and difficulty
tracking medication, the team can evoke empathy for the user's situation.
The team can then demonstrate how the app addresses Alex's needs by creating a
customer journey map that shows how the app simplifies appointment
scheduling, provides medication reminders, and offers personalized health
insights. This narrative helps stakeholders understand the app's value in
improving Alex's life and the potential impact on other users.
By incorporating storytelling into their design process and presentations,
designers can effectively communicate the value of their solutions, build stronger
relationships with stakeholders, and increase the likelihood of project success.
10 Discuss the ethical considerations designers should keep in mind when

conducting user BL5 CO2
research in HCD and how they can ensure research is conducted ethically and
responsibly.
Ethical Considerations in User Research

User research is a cornerstone of Human-Centered Design (HCD), but it's
essential to conduct it ethically to protect participants and maintain research
integrity.
Key Ethical Considerations
• Informed Consent: Participants must fully understand the research, its
purpose, and potential risks or benefits before agreeing to participate. This
involves clear communication about the research process, data usage, and
participant rights.
• Privacy and Confidentiality: Researchers must protect participants'
personal information and data. This includes ensuring anonymity, using
secure data storage, and obtaining explicit consent for data sharing.
• Do No Harm: Research should not cause physical or psychological harm
to participants. This includes avoiding stressful or uncomfortable situations
and providing support if participants experience distress.
• Respect for Participants: Researchers should treat participants with
dignity and respect. This involves valuing their time, listening attentively,
and acknowledging their contributions.
• Transparency: Researchers should be transparent about the research
process, including its goals, methods, and potential outcomes. This builds
trust with participants and ensures they understand their role.
• Power Dynamics: Researchers should be aware of power imbalances
between themselves and participants. This includes avoiding coercion,
exploitation, or undue influence.
Ensuring Ethical Research
• Institutional Review Boards (IRBs): Many organizations have IRBs to
review research proposals and ensure ethical compliance. These boards can
provide guidance and approval for research projects.
• Ethical Guidelines: Following established ethical guidelines, such as
those provided by professional associations or regulatory bodies, can help
researchers maintain high standards.
• Participant Incentives: If incentives are offered, they should be fair and
not coercive. Avoid offering excessive rewards that could influence
participants' behavior.
• Data Security: Implement robust data protection measures to prevent
unauthorized access, use, or disclosure of participant information.
• Debriefing: Provide participants with an opportunity to ask questions and
clarify any misunderstandings after the research session.
Example: A Healthcare App
A team researching a healthcare app might encounter ethical dilemmas. For
instance, when interviewing patients about sensitive health conditions,
researchers must be particularly mindful of privacy and confidentiality. They
should obtain explicit consent to record the interview, and ensure that any
identifying information is removed from transcripts or reports. Additionally,
researchers should be prepared to offer support or referrals to mental health
resources if participants disclose distressing experiences.
By adhering to these ethical principles, designers can build trust with participants,
protect their well-being, and conduct research that is both meaningful and
responsible.
11 Case Study: A company wants to design a new mobile app for managing
personal finances. How can the company use empathy to understand the needs BL6 CO1
and challenges of
potential users?
Case Study: Designing a Personal Finance App Through Empathy

Understanding the User Through Empathy
To design a successful personal finance app, a deep understanding of users'
financial behaviors, challenges, and aspirations is essential. Empathy plays a
pivotal role in uncovering these insights.
Empathy Building Techniques:
• User Interviews: Conduct in-depth conversations with potential users to
understand their financial habits, goals, and frustrations. Explore topics
such as budgeting, saving, investing, and bill payments.
• Observations: Observe people in their natural environments to understand
how they manage their finances. This could involve shadowing users as
they pay bills, use existing financial apps, or discuss finances with others.
• Surveys and Questionnaires: Gather quantitative data on financial
behaviors, attitudes, and preferences from a larger sample of potential
users.
• Empathy Mapping: Create visual representations of users to understand
their thoughts, feelings, actions, and pain points related to personal finance.
Case Study: A Personal Finance App
Problem: Many people struggle with managing their finances effectively,
leading to financial stress and poor decision-making.
Empathy Phase:
1. User Interviews: Conduct interviews with people from different age
groups, income levels, and financial backgrounds. Explore topics such as:
o How they track their income and expenses
o Their financial goals (saving for a house, retirement, education)
o Challenges they face in managing their finances (overspending,
debt, lack of financial knowledge)
o Their experience with existing financial tools and apps
2. Observations: Observe people in their daily lives to understand how they
interact with money. This could involve visiting banks, observing shopping
behaviors, or shadowing individuals as they manage their finances.
3. Surveys: Conduct online surveys to gather data on financial habits,
attitudes, and technology usage.
4. Empathy Mapping: Create empathy maps for different user segments to
visualize their thoughts, feelings, actions, and pain points related to
personal finance.
Example Insights:
• Many users struggle to track irregular income sources (freelance work, side
hustles).
• Users want personalized financial advice based on their goals and spending
habits.
• There's a need for tools to help users create and stick to budgets.
• Users are concerned about data security and privacy when using financial
apps.
By deeply understanding users' financial lives and challenges, the company
can design a personal finance app that truly meets their needs and provides
a valuable solution.
Leveraging Insights for Design
The insights gathered through empathy can be used to inform the design process:
• Identify core features: Prioritize features that address the most common
pain points and meet essential user needs.
• Create user-centric design: Design the app's interface and user
experience to be intuitive and easy to use.
• Develop personalized features: Offer tailored recommendations and
insights based on user data and behavior.
• Build trust and security: Implement robust security measures and
transparent data handling practices.
By placing the user at the center of the design process, the company can create a
personal finance app that is not only functional but also emotionally resonant and
effective in helping users achieve their financial goals.
12 Case Study: A healthcare organization wants to improve the patient experience

in its BL6 CO2
clinics. How can the organization define the problem statement to focus on the
most critical aspects of the patient experience?
Defining the Problem Statement for Improved Patient Experience

A well-defined problem statement is crucial for focusing improvement efforts. It
should clearly outline the issue, its impact, and the desired outcome.
Understanding the Patient Journey
To effectively define the problem, it's essential to map out the patient journey.
This involves identifying all touchpoints a patient encounters from the moment
they consider seeking care to post-treatment follow-up.
Key touchpoints include:
• Scheduling appointments
• Check-in and registration
• Waiting room experience
• Interaction with medical staff
• Treatment or procedure
• Billing and payment
• Post-treatment care
Identifying Pain Points
Through patient interviews, surveys, and observations, identify the pain points
within each touchpoint. These are areas where patients experience frustration,
inconvenience, or dissatisfaction.
Example Pain Points:
• Long wait times
• Difficulty scheduling appointments
• Poor communication with healthcare providers
• Complex billing processes
• Lack of information about treatment options
Defining the Problem Statement
Based on the identified pain points, create a problem statement that is specific,
measurable, achievable, relevant, and time-bound (SMART).
Example Problem Statement:
• "To improve patient satisfaction by reducing average wait times by 20%
within the next quarter by optimizing appointment scheduling and
streamlining check-in processes."
• "To enhance patient communication by increasing patient satisfaction with
provider interaction by 15% within six months through improved
communication training for staff."
Case Study: Improving the Check-in Process
A healthcare organization noticed patients frequently complained about long wait
times at the check-in counter.
• Problem Identification: Through patient interviews and surveys, the
organization identified that patients often arrived early for appointments,
leading to overcrowding at the check-in desk.
• Problem Statement: "To reduce average wait times at the check-in
counter by 15% within three months by implementing an online pre-
registration system and optimizing staffing levels during peak hours."
By clearly defining the problem, the organization can focus its improvement
efforts on the most critical aspect of the patient experience and measure the
impact of its interventions.
Additional Considerations:
• Prioritize problems: Not all pain points will have equal impact. Focus on
those that affect the largest number of patients or have the most significant
negative consequences.
• Involve stakeholders: Collaborate with patients, staff, and administrators
to develop a shared understanding of the problem and potential solutions.
• Use data: Collect and analyze data to support problem identification and
measure the impact of improvement efforts.
By following these steps, healthcare organizations can effectively define problem
statements and take targeted actions to enhance the patient experience.
13 Case Study: An educational institution wants to create a new learning platform

for students. How can the institution generate creative ideas for the platform BL6 CO1
through ideation sessions?
Case Study: Ideation for a New Learning Platform

Understanding the Challenge
An educational institution aims to develop a new learning platform that
enhances student engagement, improves learning outcomes, and adapts to
diverse learning styles.
Forming the Ideation Team
A diverse team of stakeholders should be involved in the ideation process,
including:
• Educators
• Students
• Technologists
• Instructional designers
• Administrators
Defining the Ideation Goal
Clearly articulate the desired outcome of the ideation session. For example:
• Generate a list of innovative features for the learning platform.
• Identify potential challenges and opportunities for the platform.
• Explore new ways to engage students in the learning process.
Creating a Conducive Environment
• Physical Space: Choose a comfortable, open space that encourages
creativity and collaboration.
• Ground Rules: Establish guidelines for respectful communication, idea
sharing, and building on others' ideas.
• Materials: Provide necessary materials such as whiteboards, markers,
sticky notes, and digital tools.
Ideation Techniques
• Brainstorming: Encourage free-flowing ideas without judgment.
• Mind Mapping: Visually represent ideas and their connections.
• SCAMPER: Challenge existing concepts by substituting, combining,
adapting, modifying, putting to another use, eliminating, and reversing.
• Role-Playing: Adopt different perspectives (e.g., student, teacher,
administrator) to generate ideas.
• Design Thinking: Employ the empathy, define, ideate, prototype, and test
phases to generate innovative solutions.
Example Ideation Session
• Warm-up: Begin with a short icebreaker to relax participants and foster
creativity.
• Brainstorming: Ask participants to generate ideas for features,
functionalities, and learning experiences. Examples include:
o Personalized learning paths
o Gamified learning experiences
o Virtual reality simulations
o Collaborative project spaces

o AI-powered tutoring
• Mind Mapping: Visualize the generated ideas, grouping similar concepts
and identifying potential connections.
• SCAMPER: Challenge existing learning platforms by applying
SCAMPER techniques. For example, combining elements of social media
with learning platforms, adapting gamification mechanics from popular
games, or eliminating traditional assessments.
• Role-Playing: Have participants act as students, teachers, or
administrators to experience the platform from different perspectives.
Idea Refinement and Selection
• Clustering: Group similar ideas together to identify patterns and themes.
• Voting: Have participants vote on their favorite ideas to prioritize.
• Feasibility Assessment: Evaluate ideas based on technical feasibility,
budget constraints, and alignment with institutional goals.
Next Steps
• Prototype Development: Select the most promising ideas for further
development through prototyping.
• User Testing: Involve students in testing prototypes to gather feedback
and refine the platform.
• Implementation: Incorporate the selected ideas into the platform's
development process.
By following these steps and leveraging diverse perspectives, the educational
institution can generate a wealth of innovative ideas for the new learning
platform, ultimately enhancing the student experience and achieving its
educational objectives.
14 Case Study: A retail company is redesigning its website for better usability. How
can the company involve users in testing the website prototypes to gather BL6 CO2
feedback and make
improvements?
Case Study: User Testing for a Retail Website Redesign

Identifying Target Users
• Define user segments: Identify different groups of customers based on
demographics, purchasing behavior, and website usage patterns.
• Create user personas: Develop detailed profiles of representative users to
guide the design and testing process.
Developing Prototypes
• Low-fidelity prototypes: Create basic sketches or wireframes to visualize
the website's layout and information architecture.
• High-fidelity prototypes: Develop interactive prototypes that closely
resemble the final design to test user flows and interactions.
Recruiting Participants
• Target recruitment: Identify users who match the defined user personas.
• Incentivize participation: Offer incentives like discounts or gift cards to
encourage participation.
• Build trust: Clearly communicate the purpose of the test and assure
participants of data confidentiality.
Conducting Usability Testing
• Moderated testing: Conduct one-on-one sessions with participants,
guiding them through tasks and observing their behavior.
• Unmoderated testing: Allow participants to complete tasks
independently, recording their actions and thoughts.
• Remote testing: Utilize online tools to conduct tests with participants
located in different regions.
Gathering Feedback
• Observe user behavior: Watch how users interact with the prototype,
noting any difficulties or confusion.
• Collect verbal feedback: Ask participants to think aloud as they complete
tasks and provide explanations for their actions.
• Use questionnaires: Gather quantitative data through surveys to assess
overall satisfaction and specific aspects of the website.
Analyzing Feedback
• Identify patterns: Look for recurring issues or positive feedback across
participants.
• Prioritize findings: Determine which issues have the most significant
impact on the user experience.
• Create action plans: Develop specific improvements based on the
gathered feedback.
Iterative Design
• Incorporate feedback: Make changes to the prototype based on user
insights.
• Retest: Conduct additional rounds of testing to evaluate the effectiveness
of changes.
• Refine and optimize: Continuously improve the website based on user
feedback.
Case Study Example
A fashion retailer is redesigning its website to improve the shopping experience.
• Target Users: The company identifies three primary user segments:
fashion-conscious millennials, budget-conscious parents, and luxury
shoppers.
• Prototype Development: Low-fidelity wireframes are created to visualize
the website's layout and information architecture. High-fidelity prototypes
are developed for specific sections like product browsing, checkout, and
customer support.
• User Recruitment: Participants are recruited from the target user
segments through online surveys and social media.
• Usability Testing: Moderated usability tests are conducted in a lab setting,
observing participants as they navigate the website and complete tasks like
finding products, adding items to the cart, and completing checkout.
• Feedback Analysis: The team analyzes user behavior, verbal feedback,
and survey results to identify pain points, such as difficulty finding desired
products, confusing navigation, and unclear product information.
• Iterative Design: Based on the findings, the website design is updated
with improved product categorization, clearer navigation menus, and
enhanced product details.
By involving users in the design process through rigorous testing, the retail
company can create a website that meets the needs and expectations of its target
audience, leading to increased customer satisfaction and sales.

UNIT II ENDUSER- CENTRIC INNOVATION
Importance of customer-centric innovation - Problem Validation and Customer Discovery - Understanding
problem significance and problem incidence - Customer Validation. Target user, User persona & user
stories. Activity:
Customer development process - Customer interviews and field visit
S.NO UNIT II PART-A BL CO
1 What is customer-centric innovation? BL1 CO2
• A business approach that prioritizes customer needs and desires in the
creation of new products, services, and experiences.
• Focuses on delivering value to customers rather than simply creating new
offerings.
• Involves deep understanding of customer behaviors, motivations, and pain
points
2 Why is customer-centric innovation important in today's market? BL2 CO2

• Increased competition: Customers have more choices, so businesses must
differentiate through superior customer experiences.
• Rapidly changing customer expectations: Customer needs and
preferences evolve quickly, requiring constant adaptation.
• Focus on customer value: Aligning innovation efforts with customer
needs leads to higher satisfaction and loyalty.
• Data-driven decision making: Customer insights inform innovation
strategies for better results
3 Why is customer-centric innovation important? BL1 CO3

• Drives customer satisfaction and loyalty.
• Reduces the risk of product failure by ensuring market fit.

• Fosters innovation by focusing on real customer needs.
• Improves business performance through increased revenue and market
share
4 . How can businesses foster a culture of customer-centric innovation? BL1 CO2

• Prioritize customer feedback and insights.
• Empower employees to be customer advocates.

• Create cross-functional teams to collaborate on customer-centric projects.
• Implement customer journey mapping to understand the entire customer
experience.
• Use customer data to inform decision-making.
5 . What is the significance of problem validation in the innovation process? BL2 CO2
• Ensures that the problem being solved is real and relevant to customers.
• Avoids wasting resources on solutions for non-existent problems.

• Helps prioritize innovation efforts based on problem severity and impact.

• Improves the chances of successful product or service launch.
6 What is the importance of understanding the significance of a problem in the

BL1 CO3
innovation process?
• Helps to identify the most critical problems to address.
• Ensures that innovation efforts are focused on high-impact areas.

• Facilitates prioritization of solutions and resource allocation.
• Improves the overall effectiveness of the innovation process.
7 How does problem incidence impact the prioritization of problems in the

BL3 CO2
innovation process?
• Problems with higher incidence (occurring more frequently) often have a
greater impact on customers.
• Prioritizing problems based on incidence helps maximize the potential
impact of solutions.
• However, other factors like problem severity and potential market size
should also be considered.
8 Discuss the role of customer interviews in validating the significance of a BL2 CO2
problem?
• Provides direct feedback from customers about their challenges and pain
points.
• Helps understand the impact of problems on customers' lives.
• Uncovers hidden needs and opportunities.
• Validates problem existence and severity through firsthand accounts.
9 How can market research be used to determine the significance of a problem? BL2 CO3
• Identifies the size and scope of the problem within the target market.
• Measures the willingness of customers to pay for a solution.

• Compares the problem to competitors' offerings.
• Provides data-driven insights into problem severity and impact.
10 Why is it important to actively listen to customers during the customer

BL2 CO2
development process?
• Uncovers hidden needs and insights that customers may not explicitly
state.
• Builds trust and rapport with customers.
• Improves understanding of customer behavior and decision-making.
• Generates ideas for new products or services.
11 What are the benefits of conducting field visits as part of the customer
BL1 CO2
• Provides firsthand observation of customer behavior and environment.
• Identifies unmet needs and pain points that may not be apparent in

interviews.
• Builds rapport with customers and creates opportunities for deeper
engagement.
• Generates new ideas for product or service improvement.
12 Define the target user in the context of product development. BL2 CO3
• The specific group of people for whom a product or service is designed.
• Shares common characteristics, needs, and behaviors.

• Represents the primary audience for the product or service.
13 Explain the concept of a target user in customer-centric innovation. BL1 CO2

• The central focus of innovation efforts.
• Represents the ideal customer who will benefit most from the new product
or service.
• Informs product development decisions and marketing strategies.
14 Discuss how user personas are used to understand target users in the
BL1 CO2
innovation process.
• Creates detailed profiles of representative target users.
• Helps to empathize with user needs, motivations, and challenges.

• Informs design decisions and feature prioritization.
• Facilitates communication and collaboration among teams.
15 Explain the role of user stories in the development of customer-centric BL2 CO3
solutions.
• Describes specific user needs and goals in a clear and concise format.
• Guides product development by focusing on user value.

• Promotes collaboration between design, development, and business teams.
• Helps prioritize features and functionalities.
16 Differentiate between a target user and a user persona in customer-centric

BL1 CO3
innovation.
• Target user: A general category or group of people.
• User persona: A detailed fictional representation of a specific target user.

• User personas provide more depth and specificity than target users.
17 Explain the role of user stories in validating the design of a product or BL2 CO2
service.
• Tests whether the design meets the specific needs of users.
• Identifies gaps or inconsistencies in the design.

• Provides feedback on the usability and desirability of the product or
service.
• Helps prioritize design improvements based on user impact.

18 Explain how user personas and user stories differ in their use in the
BL2 CO2
innovation process.
• User personas: Focus on understanding the target user and their context.
• User stories: Focus on specific user needs and goals.

• User personas inform the creation of user stories.
19 Why are customer interviews and field visits important in the customer
BL2 CO3
• Provide direct access to customer insights and feedback.
• Help validate product ideas and identify market opportunities.

• Uncover unmet customer needs and pain points.
• Build relationships with customers and create brand advocates.
20 How can customer interviews help validate product ideas and features? BL2 CO3
• Gather feedback on product concepts and prototypes.
• Identify features that resonate with customers.

• Understand how customers would use the product.
• Assess customer willingness to pay for the product.
21 Discuss the benefits of conducting field visits as part of the customer

BL2 CO2
development process.
• Observe customer behavior in their natural environment.
• Identify usage patterns and pain points.

• Discover hidden opportunities and unmet needs.
• Build stronger relationships with customers.
22 How can customer interviews and field visits help businesses refine their
BL2 CO2
target market and customer personas?
• Identify specific customer segments with the highest potential.
• Understand the unique needs and preferences of different customer groups.

• Refine user personas based on real-world observations.
• Adjust marketing and sales efforts to target the most promising segments.
23 Explain how customer interviews and field visits can help businesses identify
BL2 CO3
unmet needs in the market.
• Uncover customer pain points and frustrations.
• Discover gaps in existing product offerings.

• Identify new opportunities for product or service innovation.
• Generate ideas for solving customer problems.
24 Discuss the challenges businesses may face when conducting customer

BL2 CO3
interviews and field visits.
• Difficulty recruiting participants.

• Time-consuming and resource-intensive process.
• Ensuring participant honesty and objectivity.
• Analyzing and interpreting qualitative data.
25 What are some key considerations when planning a field visit as part of the
BL2 CO2
Customer Development Process?
• Defining the purpose and objectives of the visit.
• Selecting appropriate locations and participants.

• Developing a structured observation plan.
• Ensuring participant confidentiality and data security.
26 What is the purpose of conducting customer interviews in the Customer

BL1 CO2
Development Process?
• To gather qualitative data about customer needs, preferences, and
behaviors.
• To validate product ideas and concepts.
• To identify potential market opportunities.
• To build relationships with customers.
27 How can field visits benefit a company implementing the Customer

BL1 CO3
Development Process?
• Provide firsthand observation of customer behavior.
• Identify unmet needs and opportunities.

• Validate product concepts in real-world settings.
• Build stronger customer relationships.
28 What is the primary goal of problem validation in the Customer

BL2 CO3
DevelopmentProcess?
• To confirm that a problem exists and is significant enough to warrant a
solution.
29 How do customer interviews contribute to the process of problem validation? BL1 CO2
• Provide direct evidence of the problem from customers.
• Help assess the severity and impact of the problem.

• Identify potential solutions based on customer feedback.
30 What role does field visit play in customer discovery? BL2 CO2
• Provides direct observation of customer behavior and environment.
• Helps identify unmet needs and pain points.

• Validates problem existence through firsthand observation.
UNIT II PART B
1 Explain the importance of problem validation in customer-centric innovation. BL4 CO3
The Importance of Problem Validation in Customer-Centric Innovation

Problem validation is the cornerstone of successful customer-centric innovation.
It involves rigorously testing the assumption that a specific problem exists and
significantly impacts a target market. This critical step ensures that innovation
efforts are focused on addressing real customer needs rather than pursuing
solutions in search of problems.
Why Problem Validation Matters
• Focuses Innovation Efforts: By validating the problem, businesses can
concentrate resources on developing solutions that directly address
customer pain points. This prevents wasting time and money on features or
products that don't resonate with the market.
• Reduces Product Failure: A validated problem signifies a genuine market
need. This increases the likelihood of product success by ensuring that the
solution aligns with customer demands.
• Enhances Customer Satisfaction: When a product effectively solves a
validated problem, it delivers tangible value to customers, leading to higher
satisfaction levels and loyalty.
• Improves Resource Allocation: By prioritizing problems based on their
severity and impact, businesses can allocate resources efficiently,
maximizing the return on investment.
• Facilitates Decision Making: A validated problem provides a solid
foundation for making informed decisions regarding product development,
marketing, and sales strategies.
Example: The Fitness Industry
Imagine a fitness app startup that believes people struggle to maintain workout
consistency. Instead of jumping into product development, they conduct thorough
market research to validate this problem.
• Customer Interviews: They interview potential users to understand their
workout routines, challenges, and motivations.
• Surveys: They distribute surveys to gather quantitative data on workout
habits and pain points.
• Observations: They observe people at gyms and fitness studios to identify
behavioral patterns.
Through this process, they discover that many people indeed struggle with
consistency due to factors like time constraints, lack of motivation, and difficulty
tracking progress. This validation confirms that there is a genuine market need
for a solution, providing a strong foundation for developing a fitness app that
addresses these specific challenges.
In conclusion, problem validation is essential for ensuring that innovation efforts
are aligned with real customer needs. By rigorously testing problem assumptions,
businesses can increase their chances of developing successful products and
services that deliver value to their target market.
2 Discuss how customer discovery helps in identifying new opportunities for BL3 CO2
innovation.
Customer Discovery: The Catalyst for Innovation

Customer discovery is the process of understanding customer needs, pain points,
and desires to identify opportunities for innovation. It involves direct interaction
with potential customers to uncover insights that can lead to the development of

new products or services.
How Customer Discovery Fuels Innovation
• Uncovering Unmet Needs: Through in-depth conversations and
observations, businesses can identify gaps in the market where current
offerings fall short. These unmet needs represent significant opportunities
for innovation.
• Identifying New Market Segments: Customer discovery can help
businesses uncover new customer segments with unique needs and
preferences. This opens up new markets for product or service expansion.
• Validating Product Concepts: By testing product ideas with potential
customers, businesses can gather feedback and refine their concepts before
investing heavily in development.
• Building Customer Empathy: Immersing oneself in the customer's world
fosters a deep understanding of their challenges and aspirations. This
empathy is crucial for creating truly innovative solutions.
• Discovering Unexpected Opportunities: Sometimes, the most
groundbreaking innovations emerge from unexpected customer insights.
By exploring diverse customer perspectives, businesses can uncover
hidden opportunities.
Example: The Rise of Plant-Based Meat Alternatives
Before the explosion of plant-based meat alternatives, companies like Beyond
Meat and Impossible Foods conducted extensive customer discovery research.
They discovered a growing segment of consumers who were seeking healthier,
more sustainable protein options without sacrificing taste or texture. By deeply
understanding these consumers' needs and preferences, they were able to develop
innovative products that disrupted the traditional meat industry.
Key Customer Discovery Techniques
• Customer Interviews: In-depth conversations with potential customers to
understand their needs, behaviors, and pain points.
• Surveys and Questionnaires: Gathering quantitative data on customer
preferences, demographics, and purchasing habits.
• Observation: Watching customers in their natural environment to
understand their behavior and interactions with products or services.
• Customer Journey Mapping: Visualizing the customer experience to
identify pain points and opportunities for improvement.
By actively engaging with customers and gaining a deep understanding of their
world, businesses can uncover a wealth of opportunities for innovation. Customer
discovery is an ongoing process that should be integrated into the core of any
innovation strategy.
3 Explain the significance of understanding problem significance and problem

BL3 CO2
incidence inthe innovation process.
Understanding Problem Significance and Incidence in Innovation

Problem Significance
Problem significance refers to the impact a problem has on a target audience. It
measures how severely the problem affects users, their daily lives, or their
businesses. A problem with high significance indicates a strong potential for a
solution to create value.
Why it matters:
• Prioritization: Problems with high significance should be prioritized for
solution development.
• Resource Allocation: Significant problems justify greater investment in
research and development.
• Customer Focus: Understanding the severity of a problem helps align
solutions with customer needs.
Example: In healthcare, a life-threatening disease like cancer would be
considered a problem with high significance, warranting significant research and
development efforts.
Problem Incidence
Problem incidence refers to the frequency or prevalence of a problem within a
target market. It measures how many people are affected by the problem.
Why it matters:
• Market Size: Problems with high incidence represent larger potential
markets for solutions.
• Resource Allocation: Problems with high incidence might require scalable
solutions and efficient delivery mechanisms.
• Competitive Analysis: Understanding the incidence of a problem helps
assess competitive intensity.
Example: A common cold, while less severe than cancer, affects a significantly
larger population, making it a problem with high incidence. This could lead to a
large market for cold remedies.
The Interplay of Significance and Incidence
Both problem significance and incidence are crucial for successful innovation. A
problem might have high significance but low incidence, such as a rare medical
condition. While important, it might not be commercially viable to develop a
solution. Conversely, a problem with high incidence but low significance might
not justify significant investment.
Ideally, innovation efforts should target problems with both high significance and
high incidence. However, there might be exceptions where addressing a
significant problem with low incidence can lead to groundbreaking innovations
with high potential returns.
By carefully considering both problem significance and incidence, businesses can
make informed decisions about which problems to address and how to allocate
resources for maximum impact.
4 Discuss how customer validation contributes to the success of an innovation. BL4 CO3
Customer Validation: The Cornerstone of Innovation Success

Customer validation is the process of testing a product or service idea with
potential customers to determine its viability and desirability. It involves
gathering feedback, insights, and data to assess whether a product or service
meets a genuine customer need and is likely to succeed in the market.
How Customer Validation Contributes to Innovation Success
• Reduces Risk: By testing product concepts with real customers,
businesses can identify potential flaws, challenges, and areas for
improvement early in the development process. This helps mitigate risks
associated with launching a product that doesn't resonate with the market.
• Enhances Product-Market Fit: Customer validation helps ensure that a
product or service aligns with customer needs and desires. This alignment,
known as product-market fit, is crucial for long-term success.
• Improves Decision Making: Feedback from customers provides valuable
data that can inform product development decisions. It helps prioritize
features, allocate resources effectively, and make necessary adjustments to
the product or business model.
• Identifies New Opportunities: Engaging with customers can uncover
hidden needs and opportunities for innovation. By understanding customer
pain points, businesses can develop unique solutions that create new
market segments.
• Builds Customer Trust: Involving customers in the product development
process demonstrates a commitment to meeting their needs. This builds
trust and loyalty, increasing the likelihood of customer adoption.
Example: A New Fitness App
A fitness app startup wants to introduce a feature that allows users to compete
with friends in virtual challenges. Before launching the feature, they conduct
customer validation through surveys, interviews, and beta testing.
• Surveys: They gather data on users' interest in competitive features and
identify the types of challenges they would find engaging.
• Interviews: They conduct in-depth interviews to understand how users
socialize through fitness and what motivates them to compete.
• Beta Testing: They release a limited version of the feature to a small
group of users to gather feedback on usability, enjoyment, and
engagement.
By validating the feature with potential customers, the startup can refine the
concept, address any usability issues, and ensure that it aligns with user
expectations. This increases the chances of successful adoption and positive user
experience when the feature is fully launched.
In conclusion, customer validation is an essential component of the innovation
process. By involving customers early and often, businesses can increase the
likelihood of developing products and services that truly resonate with the market
and drive long-term success.
5 Explain the importance of defining a target user in customer-centric innovation. BL5 CO3
The Importance of Defining a Target User in Customer-Centric Innovation

Defining a target user is a crucial step in the customer-centric innovation process.
It involves identifying a specific group of people who share similar
characteristics, needs, and behaviors. This focused approach enables businesses
to tailor their products or services to meet the exact requirements of their ideal
customer.
The Benefits of Defining a Target User
• Focused Innovation: By clearly defining the target user, businesses can
concentrate their innovation efforts on addressing their specific needs and
preferences. This prevents wasting resources on features or functionalities
that are irrelevant to the target market.
• Improved Customer Experience: A deep understanding of the target user
allows businesses to create products or services that truly resonate with
their customers. This leads to a more satisfying user experience and
increased customer loyalty.
• Effective Resource Allocation: By focusing on a specific target user,
businesses can allocate resources efficiently. This includes marketing,
sales, and product development efforts.
• Enhanced Market Positioning: A well-defined target user helps
businesses to position their products or services effectively in the market.
This can lead to stronger brand recognition and increased market share.
• Facilitated Decision Making: Having a clear understanding of the target
user makes it easier to make informed decisions about product features,
pricing, and marketing strategies.
Potential Drawbacks of a Narrow Target User Focus
While defining a target user is essential, it's important to avoid an overly narrow
focus that excludes potential customer segments. This can limit growth
opportunities and hinder the ability to adapt to changing market conditions.
Example: Fitness App
A fitness app company might define its target user as a health-conscious
millennial living in an urban area. By focusing on this specific group, the
company can tailor the app's features, design, and marketing efforts to meet their
needs. However, it's important to consider expanding the target user base over
time to include other segments, such as older adults or families.
In conclusion, defining a target user is a critical step in customer-centric
innovation. By understanding the specific needs and preferences of a particular
group of customers, businesses can create products or services that truly resonate
and drive success. However, it's essential to maintain a balance between a
focused approach and the potential for market expansion.
6 Discuss how creating user personas can help in understanding customer

BL3 CO2
needs and behaviors.
Understanding Customer Needs and Behaviors Through User

Personas
User personas are fictional representations of ideal customers based on
real data and insights. They serve as a powerful tool for understanding
customer needs, behaviors, motivations, and challenges. By creating
detailed user personas, businesses can gain a deeper empathy for their
target audience, leading to more effective product development and
marketing strategies.
How User Personas Help Understand Customer Needs and
Behaviors
• Empathy Building: User personas help teams step into the
shoes of their customers, fostering empathy and understanding
for their experiences.
• Identifying Pain Points: By understanding users' challenges
and frustrations, businesses can identify areas where their
products or services can provide solutions.
• Discovering Needs and Desires: Personas help uncover latent
needs and desires that customers may not explicitly articulate.
• Informing Design Decisions: User personas guide design
choices by ensuring that products or services align with user
preferences and behaviors.
• Creating Targeted Marketing Messages: Personas help tailor
marketing messages to resonate with specific customer
segments, increasing the effectiveness of campaigns.
• Prioritizing Features: By understanding user priorities,
businesses can prioritize product features and functionalities
accordingly.
• Improving Customer Experience: User personas help identify
opportunities to enhance the customer experience at every
touchpoint.
• Facilitating Collaboration: Personas can be used as a shared
language across teams, ensuring everyone is aligned on customer
needs.
Example: A Fitness App
A fitness app company might create several user personas, including:
• The Busy Professional: A time-constrained individual seeking
quick and effective workouts.
• The Fitness Enthusiast: A dedicated athlete looking for
advanced training plans and performance metrics.
• The Weight Loss Seeker: Someone aiming to lose weight and
improve overall health.
By understanding the specific needs, goals, and challenges of each
persona, the company can develop features and marketing messages
that resonate with each segment. For example, the app could offer
short, high-intensity workouts for the busy professional, personalized
training plans for the fitness enthusiast, and calorie-tracking tools for
the weight loss seeker.
In conclusion, user personas are essential for gaining a deep
understanding of customer needs and behaviors. By creating detailed
and realistic representations of target customers, businesses can make
informed decisions about product development, marketing, and
customer experience.
7 Explain the role of user stories in the innovation process. BL3 CO2
The Role of User Stories in the Innovation Process

User stories are concise descriptions of a software feature written from the end-
user's perspective. While often associated with agile development, they are a
valuable tool for the entire innovation process.
How User Stories Drive Innovation
• Focus on User Needs: User stories shift the focus from building features
to solving user problems. This ensures that innovation is centered around
customer needs rather than technical capabilities.
• Facilitates Collaboration: User stories promote collaboration between
different teams (design, development, marketing) by providing a shared
understanding of the desired outcome.
• Prioritization: User stories can be prioritized based on their value to the
user, helping to focus development efforts on the most impactful features.
• Flexibility: User stories are adaptable and can evolve as user needs
change, allowing for iterative development and innovation.
• Measurable Outcomes: By clearly defining the desired outcome, user
stories help set clear goals and measure the success of the innovation.
Example: A Fitness App
A fitness app company might use user stories like:
• "As a busy professional, I want to find quick workout routines so I can fit
exercise into my busy schedule."
• "As a fitness enthusiast, I want to track my progress and set personalized
goals to improve my performance."
• "As a beginner, I want to learn proper exercise techniques to avoid
injuries."
These user stories help the development team understand the different needs of
users and focus on building features that address those needs.
Challenges and Considerations
While user stories are valuable, they are not without limitations.
• Subjectivity: User stories can be open to interpretation and may require
additional clarification.
• Scope Creep: Without proper management, user stories can lead to feature
creep if not prioritized effectively.
• Technical Details: User stories often lack the necessary technical details
for development.
To overcome these challenges, user stories should be combined with other
techniques like wireframes, mockups, and detailed specifications to ensure a
comprehensive understanding of the product requirements.
In conclusion, user stories are a powerful tool for aligning innovation efforts with
user needs. By focusing on the user perspective, they help teams create products
that deliver real value and drive customer satisfaction.
8 Discuss the customer development process and its importance in customer-

BL4 CO3
centricinnovation.
Customer Development: The Backbone of Customer-Centric Innovation

Customer development is an iterative process that focuses on understanding
customer needs, validating product ideas, and building a sustainable business
model. It is a critical component of customer-centric innovation, as it ensures that
products or services are developed with a deep understanding of the target
market.
The Customer Development Process
The customer development process typically consists of four key stages:
1. Customer Discovery: This involves identifying potential customers,
understanding their needs, and validating problem-market fit.
2. Customer Validation: Testing product concepts with potential customers
to assess their interest and willingness to pay.
3. Customer Creation: Building a customer base and generating initial
revenue through sales and marketing efforts.
4. Company Building: Scaling the business and refining the business model
based on customer feedback and market dynamics.
The Importance of Customer Development
• Reduces Risk: By validating product ideas with customers early in the
process, businesses can minimize the risk of developing products that fail
to meet market needs.
• Enhances Customer Focus: Customer development fosters a culture of
customer-centricity by placing the customer at the heart of all decisions.
• Improves Product-Market Fit: By closely aligning product development
with customer needs, businesses can achieve a strong product-market fit,
leading to higher customer satisfaction and loyalty.
• Drives Innovation: Customer insights gathered through the customer
development process can spark new ideas and innovations.
• Optimizes Resource Allocation: By focusing on products and services
that resonate with customers, businesses can allocate resources more
effectively.
Example: A Fitness App Startup
A fitness app startup might use customer development to validate its product
idea. They would start by conducting customer interviews to understand people's
fitness goals, challenges, and technology usage habits. Based on these insights,
they would develop a minimum viable product (MVP) and test it with a group of
early adopters. By gathering feedback and iterating on the product, the startup
can refine its offering to better meet customer needs and achieve product-market
fit.
In conclusion, customer development is an essential component of customer-
centric innovation. By placing the customer at the center of the process,
businesses can increase their chances of success and build long-term relationships
with their customers.
9 Explain how customer interviews and field visits are used in the customer
BL4 CO3
development
process.
Customer Interviews and Field Visits in Customer Development

Customer interviews and field visits are essential components of the customer
development process, providing invaluable insights into customer needs,
behaviors, and pain points.
Customer Interviews
Customer interviews involve in-depth conversations with potential or existing
customers to gather qualitative data. They are a cornerstone of understanding
customer perspectives and identifying opportunities for innovation.
Key purposes of customer interviews:
• Uncovering unmet needs: Customers often have unspoken needs or
challenges that they may not explicitly articulate. Interviews provide an
opportunity to uncover these hidden desires.
• Validating problem-market fit: By discussing a potential product or
service with customers, businesses can assess if there is a genuine market
need and if the proposed solution aligns with customer expectations.
• Generating product ideas: Customers often share insights and
suggestions for improvements that can spark new product concepts.
• Building customer relationships: Interviews create an opportunity to
build rapport with customers, fostering trust and loyalty.
Example: A fitness app startup conducts interviews with potential users to
understand their workout routines, challenges, and goals. Through these
conversations, they discover a significant need for personalized workout plans
and social features.
Field Visits
Field visits involve observing customers in their natural environment to gain

firsthand insights into their behaviors, habits, and interactions with products or
services.
Key purposes of field visits:
• Understanding customer behavior: Observing customers in their daily
lives provides valuable context for product development.
• Identifying pain points: By watching customers struggle with tasks,
businesses can identify areas for improvement.
• Discovering usage patterns: Observing how customers use existing
products or services can reveal opportunities for innovation.
• Building empathy: Spending time with customers helps teams develop a
deeper understanding of their needs and challenges.
Example: A home cleaning service conducts field visits to observe how
customers clean their homes and identify pain points. They might notice that
customers struggle to find cleaning supplies or that they are dissatisfied with the
effectiveness of certain products.
Combining Interviews and Field Visits
Often, customer interviews and field visits are used in conjunction to provide a
comprehensive understanding of the customer. For example, a company might
conduct interviews to identify potential problems and then conduct field visits to
observe these problems in action.
By combining these methods, businesses can gain a deeper and more nuanced
understanding of their customers, leading to more innovative and customer-
centric products and services.
10 Discuss the benefits of using user personas and user stories in the innovation BL5 CO2
process.
The Power of User Personas and User Stories in Innovation

User Personas: The Heart of Understanding
User personas are fictional representations of ideal customers based on real data
and insights. They serve as a powerful tool for understanding customer needs,
behaviors, motivations, and challenges.
Benefits of User Personas:
• Empathy Building: Personas help teams step into the shoes of their
customers, fostering empathy and understanding.
• Identifying Pain Points: By understanding users' challenges and
frustrations, businesses can pinpoint areas where their products or services
can provide solutions.
• Informing Design Decisions: Personas guide design choices by ensuring
that products or services align with user preferences and behaviors.
• Creating Targeted Marketing Messages: Personas help tailor marketing
messages to resonate with specific customer segments.
• Prioritizing Features: By understanding user priorities, businesses can
prioritize product features and functionalities accordingly.
User Stories: The Voice of the Customer
User stories are concise descriptions of a software feature written from the end-
user's perspective. They provide a clear and actionable representation of user
needs.
Benefits of User Stories:
• Focus on User Needs: User stories ensure that development efforts are
centered around solving user problems rather than building features.
• Facilitating Collaboration: User stories promote collaboration between
different teams (design, development, marketing) by providing a shared
understanding of the desired outcome.
• Prioritization: User stories can be prioritized based on their value to the
user, helping to focus development efforts on the most impactful features.
• Flexibility: User stories are adaptable and can evolve as user needs
change, allowing for iterative development and innovation.
• Measurable Outcomes: By clearly defining the desired outcome, user
stories help set clear goals and measure the success of the innovation.
The Synergistic Relationship Between Personas and User Stories
• Personas Inform User Stories: User personas provide the context for
creating relevant and impactful user stories.
• User Stories Validate Personas: By writing user stories, teams can
validate the accuracy and completeness of their personas.
• Shared Understanding: Both personas and user stories contribute to a
shared understanding of the target audience and their needs within the
innovation team.
By combining user personas and user stories, businesses can create a
comprehensive picture of their target customers and develop products or services
that truly meet their needs. This approach fosters innovation by ensuring that
solutions are customer-centric and deliver real value.
11 How does the application of the Customer Development Process in a specific

BL6 CO2
case study enhance the understanding of customer needs and drive product
development?
Case Study: Customer Development in the Fitness App Industry

To illustrate how the customer development process enhances understanding of
customer needs and drives product development, let's consider a fitness app
startup.
Understanding the Problem
The startup begins by identifying a potential problem: many people struggle
with maintaining consistent workout routines.
Customer Discovery
• Customer Interviews: The team conducts interviews with potential users
to understand their fitness goals, challenges, and technology usage habits.
They discover that many people lack motivation, find it difficult to track
progress, and desire personalized workout plans.
• Surveys: A wider survey is conducted to gather quantitative data on
workout frequency, preferred exercise types, and willingness to pay for a
fitness app.
Customer Validation
• MVP Development: Based on the insights gathered, the team develops a
minimum viable product (MVP) focusing on core features like workout
tracking, progress monitoring, and basic exercise routines.
• Beta Testing: The MVP is tested with a group of early adopters to gather
feedback on user experience, feature usability, and overall satisfaction.
Customer Creation
• Marketing and Sales: The startup launches a marketing campaign
targeting the identified user segments.
• Customer Acquisition: Early adopters are converted into paying
customers, providing valuable data on user behavior and preferences.
Customer Feedback and Iteration
• Continuous Improvement: The startup actively seeks customer feedback
through app reviews, social media, and customer support channels.
• Feature Updates: Based on user feedback, new features like personalized
workout plans, social integration, and nutrition tracking are added.
Impact on Product Development
By following the customer development process, the fitness app startup gained a
deep understanding of customer needs and preferences. This led to the
development of a product that directly addresses user pain points and provides
value. The iterative approach ensured that the app evolved based on customer
feedback, resulting in a higher level of customer satisfaction and loyalty.
Key Insights:
• Customer-centric focus: The entire process revolves around
understanding and meeting customer needs.
• Iterative development: The startup can quickly adapt to customer
feedback and market changes.
• Reduced risk: By validating the product with customers early on, the
startup minimizes the risk of product failure.
• Increased customer satisfaction: By addressing customer pain points
and delivering value, the startup builds a loyal customer base.
This example demonstrates how the customer development process can be
applied to enhance understanding of customer needs and drive successful
product development.
12 What were the key insights gained from customer interviews and field visits in
BL6 CO3
the casestudy and how did they inform the development or refinement of the
product/service?
Insights from Customer Interviews and Field Visits: Fitness App Case Study
Recap: In the fitness app case study, the company conducted customer
interviews and field observations to understand user needs and behaviors.
Key Insights from Customer Interviews
• Lack of motivation: Many users struggled with maintaining consistency
in their workout routines.
• Time constraints: Busy lifestyles made it difficult for users to find
dedicated time for exercise.
• Desire for personalization: Users wanted workout plans tailored to their
fitness goals and preferences.
• Importance of social connection: Many expressed interest in connecting
with friends or like-minded individuals.
• Need for progress tracking: Users wanted to monitor their progress and
celebrate achievements.
Key Insights from Field Visits
• Observation of gym behavior: Users often spent time socializing or
browsing their phones before starting workouts.
• Challenges with home workouts: Lack of equipment and motivation were
common barriers to home-based exercise.
• Importance of convenience: Users valued fitness options that fit
seamlessly into their daily routines.
Impact on Product Development
Based on these insights, the fitness app was refined to include:
• Short, high-intensity workouts: Addressing time constraints and
providing quick results.
• Social features: Allowing users to connect with friends, compete, and
share achievements.
• Personalized workout plans: Tailoring workouts to individual goals and
fitness levels.
• Progress tracking tools: Providing visual representations of achievements
to boost motivation.
• Home workout options: Offering bodyweight exercises and equipment-
free workouts.
Additional Considerations
• Iterative process: Insights from interviews and field visits were
continuously incorporated into the app's development, leading to ongoing
improvements.
• Target audience segmentation: Different user segments (e.g., beginners,
fitness enthusiasts) had varying needs, requiring tailored features.
• Competitive analysis: Insights from customer interactions helped identify
opportunities to differentiate the app from competitors.
By deeply understanding customer needs and behaviors through interviews and
field visits, the fitness app company was able to develop a product that resonated
with users and drove customer satisfaction.
Would you like to delve deeper into a specific aspect of customer interviews or
field visits, or perhaps explore how to analyze the collected data?
//

UNIT III APPLIED DESIGN THINKING

TOOLS
Concept of Minimum Usable Prototype [MUP] – MUP challenge brief – Designing & Crafting the value
proposition –Designing and Testing Value Proposition; Design a compelling value proposition; Process,
tools and techniques of
Value Proposition Design
SL NO UNIT-III PART A BL CO
1 Define the concept of a Minimum Usable Prototype (MUP). BL2 CO2
2 How does a MUP differ from a Minimum Viable Product (MVP)? BL1 CO3
3 What is the primary objective of creating a MUP challenge brief? BL2 CO2
4 How does a MUP challenge brief help in guiding the design process? BL2 CO2
5 What are the key elements to consider when designing and crafting a value
BL1 CO3
proposition?
6 Explain the significance of customer research in value proposition design. BL2 CO2
7 Describe a scenario where A/B testing could be used to test a value proposition. BL1 CO2
8 How does the Value Proposition Canvas help in identifying areas for
BL1 CO3
improvement in
a value proposition?
9 How does the Value Proposition Canvas help in identifying customer pains and BL2 CO2
gains?
10 What is the purpose of testing a value proposition with potential BL1 CO2
customers?
11 How can a MUP challenge brief aid in effective collaboration among team BL1 CO3
members?
12 Describe the iterative nature of the value proposition design process. BL2 CO2
13 How does prototyping contribute to the development of a
BL1 CO2
compelling value proposition?
14 Explain the term "crafting" in the context of value proposition design. BL1 CO3
15 What role does storytelling play in crafting a compelling value proposition? BL2 CO2
16 How can customer testimonials be used to strengthen a value proposition? BL1 CO2
17 Name one technique for gathering feedback on a value proposition from
BL2 CO3
potential customers.
18 How does understanding customer pains contribute to designing a compelling
BL1 CO2
value
proposition?
19 Describe the concept of a "value proposition fit." BL1 CO2
20 Why is it important to communicate the unique selling points of a product or
BL2 CO3
servicein the value proposition?
21 What is the role of empathy in value proposition design? BL1 CO2
22 How can value proposition design contribute to customer acquisition and BL2 CO2
retention?
23 Explain the concept of a "customer persona" in value proposition design. BL1 CO3
24 What is the significance of simplicity in value proposition design? BL1 CO2
25 How does value proposition design contribute to brand positioning? BL2 CO2
26 Describe the process of creating a MUP challenge brief. BL1 CO3
27 Explain the concept of a "value proposition canvas" and its components. BL2 CO2
28 How does value proposition testing differ from market research? BL1 CO2
29 What are some potential sources of inspiration for designing a
BL1 CO3
compelling value proposition?
30 Describe the role of iteration in value proposition design. BL2 CO2
31 How can visual design elements be used to enhance a value proposition? BL1 CO3
UNIT-III PART-B
1 Explain the concept of a Minimum Usable Prototype (MUP) and discuss its
significancein the design process. Provide examples of scenarios were creating a BL6 CO3
MUP would be
beneficial.
2 Create a MUP challenge brief for a mobile application aimed at improving
BL6 CO2
productivity inthe workplace. Outline the key components of the brief and explain
how it guides the
//

design process.
3 Design a value proposition canvas for a subscription-based meal delivery service
targeting busy professionals. Identify the customer segments, their pains and BL6 CO3
gains, and
articulate the unique value proposition of the service.
4 Discuss the process of crafting a compelling value proposition for a new e-
commerce BL3 CO3
platform. Explain how market research, customer feedback, and competitor
analysis contribute to the development of the value proposition.
5 Evaluate the importance of testing and validating a value proposition with potential
customers before launching a product or service. Describe the methods and BL6 CO2
techniques you
would use to conduct effective validation tests.
6 Compare and contrast the features of a Minimum Usable Prototype (MUP) and a
Minimum BL3 CO3
Viable Product (MVP). Discuss the advantages and disadvantages of each approach
in thecontext of product development.
7 Analyze the role of iteration in the design and refinement of a value proposition.
Provide examples of how iterative processes can enhance the effectiveness of a BL4 CO3
value proposition over time
8 Explore the tools and techniques commonly used in Value Proposition Design.
Select onetool and one technique, and explain how they can be applied to develop BL4 CO2
and refine a value
proposition for a new health and wellness app.
9 Critically assess the challenges and opportunities associated with designing a value
proposition for a niche market. Discuss strategies for effectively BL4 CO3
targeting and communicating value to a specific audience segment.
10 Reflect on the ethical considerations involved in the design and testing of value
propositions. Discuss how designers can ensure that their value propositions BL3 CO3
prioritize user
well-being and contribute positively to society.
11 Design a value proposition canvas for a sustainable fashion brand targeting
Environmentally conscious consumers. Identify the customer segments, their pain BL6 CO2
points, And how the brand's unique value proposition addresses these needs.
12 Evaluate the importance of user feedback in refining a value proposition. Describe
strategies For effectively collecting and analyzing feedback from target users to BL6 CO3
iterate and improve The value proposition iteratively.
13 Compare and contrast qualitative and quantitative methods for testing value
propositions. Discuss the advantages and limitations of each approach and provide BL6 CO3
examples of when
Each method would be most appropriate.
14 Explore the ethical implications of designing and testing value propositions in the
context of BL6 CO2
Data privacy and user consent. Discuss principles and guidelines that designers
should Consider to ensure ethical value proposition development.
15 Investigate the role of storytelling in communicating the value proposition of a
product orservice. Discuss how narrative techniques can be used to engage BL6 CO3
customers emotionally and

Differentiate a brand in the market.
UNIT IV CONCEPT GENERATION

Solution Exploration, Concepts Generation and MUP design- Conceptualize the solution concept; explore,
iterate and learn; build the right prototype; Assess capability, usability and feasibility. Systematic concept
generation; evaluation of technology alternatives and the solution concepts
SL UNIT- IV PART- A BL CO
NO
1. What is concept generation? BL1 CO3
2. List out the steps for concept generation. BL2 CO4
3. What is the initial step to exploring solutions to a problem? BL1 CO3
4. What was the content of solution concept? BL1 CO3
5. What is solution in design thinking? BL2 CO4
6. What is the iterative process? BL1 CO3
7. Is incremental design the same thing as iterative processes? Discuss BL2 CO3
8. What is meant by prototype? BL1 CO4
9. What is the benefit of building a prototype? BL1 CO3
10. What are the advantages of iterative design in building your prototype? BL2 CO4
11. What is meant by minimum usable prototype? BL1 CO3
//

12. How do you assess feasibility? BL4 CO3

13. What is the difference between usability and feasibility? BL1 CO4
14 What are the steps in evaluating the new technology? BL1 CO4
15. List out the criteria for assessing usability. BL1 CO3
16. How to Conduct Capability Assessments? BL1 CO3
17. What is a capability process? BL2 CO4
18. What is concept generation? BL1 CO4
19. What is the solution concept? BL1 CO3
20. What does conceptualize solutions mean? BL2 CO3
21. What is the role of conceptualization? BL1 CO4
22. What are some ways that design thinking can be successful? BL1 CO4
23. How do you evaluate the impact of design thinking on organizational BL2 CO3
performance?
24 What is solution design thinking? BL2 CO3
25 What is problem decomposition? BL1 CO4
UNIT IV PART
B
1. Explain the 5 steps process for generating concept for design. BL4 CO3
2. Explain the processes involved in iterative phase of system design. BL3 CO4
3. Discuss in detail about systematic concept generation BL4 CO3
4. Consider the system design for translation of any language to English. Discuss BL3 CO4
about techniques for assessing the system based on feasibility and usability.
5. Explain in detail about COBIT for assessing the capability of system performance. BL5 CO3
6. What is MUP design? How it was useful in concept generation for design process? BL5 CO4
Explain.
7. Explain the process of building the right prototype. BL3 CO3
8. Consider any search engine was the existing system and provide alternate search
engine.Assume alternate search engine provides more efficiency and justify that BL4 CO4
with applicable
performance measures.
9. Explain the process of design thinking based on iterative strategies involves
BL4 CO3
explore, iterateand learn.
10. Explain in detail about evaluation of technology alternatives. BL3 CO4
UNIT V SYSTEM THINKING
System Thinking, Understanding Systems, Examples and Understandings, Complex Systems
`
UNIT V- PART-A BL CO
SL
NO
1 What is meant by systems thinking? BL1 CO4
2 What is the difference between system thinking and process thinking? BL1 CO5
3 How to use systems thinking? BL2 CO4
4 What are the three key features of human-centered design? BL2 CO5
5 What are some examples of system thinking in nature? BL1 CO4
6 What is system structure? BL1 CO5
7 What is an example of a company using systems thinking? BL1 CO4
8 What are systems thinking in organizations? BL2 CO5
9 How is systems thinking useful in healthcare? BL1 CO4

10 What are systems thinking in health care? BL2 CO5
11 What is human centered design thinking process? BL1 CO4
12 What are the tools for system thinking? BL2 CO5
13 What is Structural modeling software? BL3 CO4
14 What are complex systems thinking? BL2 CO5
15 What are the basic concepts of complex system? BL3 CO4
16 What are the four characteristics of complex systems? BL2 CO5
17 What is the need for leverage points in complex systems? BL2 CO4
18 What is the need for language in system thinking? BL2 CO5
19 What is system thinking in design? BL2 CO4
20 What is the understanding of the problem in design thinking? BL2 CO5
21 What is understand in design thinking? BL2 CO4
22 What is the difference between systems thinking and strategic thinking? BL2 CO5
//

23 How are systems thinking used? BL2 CO4

24 What is process thinking in management? BL2 CO5
25 What are the three 3 major steps followed in systems thinking? BL2 CO4
UNIT V PART-
B
Explain the concept of system behavior over time with the concept of storing the
1 BL4 CO4
information.
2 Explain the concept of system thinking and discuss it applications in real time BL3 CO5
systems.
3 Explain about system thinking process in the step-wise manner. BL3 CO4
Explain the need of system thinking based on iceberg model by relating with the
4 BL4 CO5
real timeapplication.
5 Explain the need, applications and features of system thinking in healthcare. BL4 CO4
6 Discuss in detail about the tools for system thinking. BL3 CO5
Illustrate the characteristics of Structural modeling software and derive its
7 BL4 CO4
importance in system thinking.
How the system thinking approaches vary for complex system from a simple
8 BL5 CO5
system?Differentiate in each level of design and explain.
9 Discuss about leverage points to check the complex system behavior. BL5 CO4
Consider the scenario for designing the system like you to carry out your official
10 BL6 CO5
activities without your knowledge. Illustrate the step-by-step process in system
design.

//

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OME354 APPLIED DESIGN THINKING Department of ADS 2024-2025

OME354 APPLIED DESIGN THINKING L T P C

UNIT II ENDUSER- CENTRIC INNOVATIO 9

UNIT III APPLIED DESIGN THINKING TOOLS 9

UNIT IV CONCEPT GENERATION 9

UNIT V SYSTEM THINKING 9

St. Joseph’s Institute of Technology 1

RELATION BETWEEN COURSE CONTENT WITH COs

UNIT II - ENDUSER- CENTRIC INNOVATION

Knowledge Total No of Hrs Books

UNIT III - APPLIED DESIGN THINKING TOOLS

Knowledge Total No of Hrs Books

UNIT IV - CONCEPT GENERATION

St. Joseph’s Institute of Technology 2

Knowledge Total No of Hrs Books

UNIT V - SYSTEM THINKING

Knowledge Total No of Hrs Books

St. Joseph’s Institute of Technology 3

St. Joseph’s Institute of Technology 4

9. Define empathy in the context of Design Thinking. BL1 CO1

• Overcoming constraints: Finding innovative ways to address challenges.

11 Explain the concept of prototyping in Design Thinking. BL2 CO1

• Enhancing user experience: Refining interactions and usability.

13 What role does experimentation play in Design Thinking? BL1 CO1

St. Joseph’s Institute of Technology 5

14 What constraints (budget, time, etc.) do we need to consider? BL2 CO2

• Designers: Bring expertise in creating user-centered solutions.

16 How might we enhance the user onboarding experience? BL1 CO2

• Personalize the welcome: Tailor onboarding to user needs or preferences.

17 What if we could completely rethink our packaging? BL2 CO1

• Enhance unboxing experience: Create a memorable and delightful

19 What if we offered subscription-based services? BL1 CO1

St. Joseph’s Institute of Technology 6

20 What is the role of empathy in Human-centered Design (HCD)? BL1 CO2

• Building relationships: Establishing trust and rapport with users.

21 How can designers use storytelling techniques to communicate the value of

22 How might we leverage emerging technologies in our industry? BL1 CO2

• Assess potential benefits: Evaluate how technologies can solve user

23 How do we know our new website design is user-friendly? BL2 CO1

• Analyze user metrics: Track key performance indicators (KPIs) like

St. Joseph’s Institute of Technology 7

• Choose appropriate methods: Select techniques that align with research

The Innovation Process in Human-Centered Design (HCD)

St. Joseph’s Institute of Technology 8

2. Discuss the importance of discovering areas of opportunity in HCD and how

The Importance of Discovering Areas of Opportunity in HCD

The Role of Interviewing in HCD

4 Discuss the impact of empathy-building techniques in HCD and how they

The Impact of Empathy-Building Techniques in HCD

Forge Innovation Rubric (FIR) and Mitigating Validation Risks in HCD

6. Discuss a successful case study where empathy-building techniques led to an

Case Study: Redesigning the Hospital Experience

Prototyping in HCD: A Validation Tool

Balancing User Needs and Business Goals in HCD

9 Explain how designers can use storytelling techniques to effectively

Storytelling in HCD: Communicating Solution Value

10 Discuss the ethical considerations designers should keep in mind when

Ethical Considerations in User Research

Case Study: Designing a Personal Finance App Through Empathy

12 Case Study: A healthcare organization wants to improve the patient experience