Presentation at

Course Title : Design Thinking and Creativity

Course code : 230IDCB0101

Prepared By
Dr. Arjuna Muduli
Associate Professor
1 Dept of ENTC
Course Outcomes: On successful completion of the course the learner will be able to:
CO # Cognitive Ability Course Outcome
CO1 REMEMBERING DESCRIBE The Design thinking principles of Human Centered
approach to real life problem solving
CO2 UNDERSTANDING DEMONSTRATE Through the project-oriented approach the
basic theories and knowledge of design thinking and master the
tools and principles of design thinking, and their application.
CO3 APPLYING EXPERIMENT With design thinking principles to come up with
innovative solutions to the problems, as new products, services,
experiences, or new Business models.
CO4 ANALYSING ANALYSIS of various applications of design thinking.
CO5 EVALUATING DETERMINE the suitable design thinking approach to solve the
problem.
CO6 CREATING DEVELOP a low fidelity prototype of the alternative Solutions to
the identified Problem
Unit Unit Title Content Hours
no. (L+T+P)
1 Design Thinking Introduction & definition of design thinking, Principles, the 3
Introduction process, Innovation in design thinking, importance of design
thinking method, the relationship between design thinking
and innovation & entrepreneurship. Five step method of
Design thinking (Empathize, Define, Ideate, Prototype, Test).

Class Activity: Students are asked to form groups. Classroom

Project begins: Share ideas with team members, discuss
about meaning of DT, it’s importance in today’s world.

Case: ABC Nightline- IDEO Shopping Cart, (the video can

be shown in classroom for discussion.)
2 Awareness of the Stage 1 & 2: Empathize & Define 6
five stages of design Introduction of the tools in the stage of empathy. Emphasize
thinking, Empathize the skills and tactics of interviews. Understand the persona,
& Define Methods of collecting the data from interviews. The empathy
map.
Establishing the Problem statement using 5 Why’s technique
as a tool to understand the root cause.

(Ex.26/11 attack, rescue team not able to move with

ambulance due to stagnation) & Emphasis on establishing the
"Problem Statement” only for faculty ref.

Classroom Project: Each group will write the Problem

Statement by using Stages of Empathy and technique of 5
Why’s.
Each group member will do the interview round for writing
the problem statement.
Take record of the interview process.
3 Ideate Stage 3, Ideate 12
Process to Find and select ideas, The creative process and
creative principles, Creativity techniques, Evaluation of ideas.
Idea Generation Stage-Fine tuning process of ideas (every team
member comes up with 1 idea and passes on to next person,
each idea will be fine-tuned by each team member and
ultimately matured ideas are established- round robin method)
and selection of best three ideas by voting method.

Classroom Project: Through the project, students will know how

to propose the point of view (POV) statement based on the
analyses of data from user research via the brainstorm and
others.
Students are asked to submit ideas as many as possible.
Note in POV practice: please define the problem which each
group is finally going to resolve.
The practice process: unpack the interview data, select one
interviewee as analysis target and solution. Make inferences to
generate ideas and POV statement. Please remember: No
solution in the POV statement.
4 Prototype & Test, Stage 4 and 5, Prototype & Test 6
Prototype and test stage, Prototype model, The role of
prototype and test in the innovation and entrepreneurship.
prototype and the way to test, visualization of ideas.

Classroom project: groups design the prototype to show ideas

about the innovative way to resolve the problem in the
dormitory life.
Concerning the test practice: Ask other group to visit your
group and test your prototype, and then in turn.
5 Understanding Checking the Business viability of selected ideas derived in 2
Business Viability stage 3 using BXT model, Tools for the Design Journey, Pillars
of Design thinking.
6 Presentation and The student groups will give the final presentation of the 3
closure project they have done (Unit 1 to 5) and close the DT process.
 Unit I : Design Thinking Introduction

Introduction & definition of design thinking, Principles, the process, Innovation in design thinking, importance of
design thinking method, the relationship between design thinking and innovation & entrepreneurship. Five step
method of Design thinking (Empathize, Define, Ideate, Prototype, Test)
INVENTION vs. INNOVATION
Invention is the "creation of a product or introduction of a process for the first time."
Thomas Edison was an inventor.

Think of an invention that you use regularly that would impact your life greatly if you had
to live without it.

Innovation happens when someone “improves on or makes a significant contribution”

to something that has already been invented.

Steve Jobs was an innovator.

• Innovation and invention are different. Whereas innovation may be defined as “change
that adds value”, invention may be perhaps best defined as something “new, novel and
without precedent”.

• Notwithstanding the above, most inventions are in fact created by making improvements
to existing things. Indeed there are few totally new inventions.

• However, whereas novelty is an essential part of an invention, novelty is not an essential

part of an innovation.
• In the end, innovation does not need to mean inventions like induced pluripotent stem

cells or anything else.

• The emergence of new discoveries is absolutely a good thing, but even without

inventions, a country or company can still come out ahead.

• After all, Japan didn’t invent the car or the TV, but it certainly innovated on them and

built world-leading companies and economies.

 What is innovation?
• Innovation is the process and outcome of creating something new, which is also of
value.

• Innovation involves the whole process from opportunity identification, ideation or

invention to development, prototyping, production marketing and sales, while
entrepreneurship only needs to involve commercialization (Schumpeter).
What is innovation?
• Today it is said to involve the capacity to quickly adapt by adopting new
innovations (products, processes, strategies, organization, etc)

• Also, traditionally the focus has been on new products or processes, but
recently new business models have come into focus, i.e. the way a firm
delivers value and secures profits.
What is innovation?
• Schumpeter argued that innovation comes about through new
combinations made by an entrepreneur, resulting in
• a new product,

• a new process,

• opening of new market,

• new way of organizing the business

• new sources of supply

What is innovation?

• Gary Hamel argued that today’s market place is hostile to incumbents,

who now needs to conduct radical business innovation:
• Radically reconceiving products and services, not just developing new products and
services
• Redefining market space
• Redrawing industry boundaries
The Design
Thinkers
WHAT IS DESIGN?
DESIGN THINKING IS THE USER
CENTERED APPROACH FOR
PROBLEM SOLVING.

DESIGN THINKING IS LESS

ABOUT THINKING AND MORE
ABOUT WORKING

GOAL : TO MAKE PEOPLE’S

LIVES BETTER
Definition of Design Thinking

• Design thinking is a term used to denote a set of strategic, conceptual, and practical processes in which
design concepts are developed (product proposals, structures, equipment, communications, etc.). Many
key concepts and aspects of design thinking have been identified through studies, across all different
design fields, design concepts and design work in both laboratory and environmental contexts.

• Design considerations are also linked to the establishment of products and services within the business
and social environment. Some of these guidelines have been criticized for simplifying the design process
and undermining the role of technical knowledge and skills.
Principles of Design Thinking
1. Human Focused Design Thinking: The process that understands from the perspective of the human
including the employees and customers. While doing so design thinker needs to consider the
individuals, beliefs, values and attitudes.

2. Diversity to work in a team: Design thinking needs to consider individuals from different background
and train to work in a team. While group membership should be balanced throughout the project, it
may be wise to occasionally include outside-organization participants — such as clients, suppliers, and
other topic professionals — in specific modes or activities.
Principles of Design Thinking
3. Comprehensive: Although details are important, design experts are also able to identify and consider
relationships, collaborations, and communication between seemingly different ideas.

4. Flexibility and unconventional comfort: Design thinking is best suited to deal with problems and
opportunities described in an incomprehensible way, and requires great flexibility in terms of both content
and methodology (e.g., with the required repetition of modes and categories).

5. Communication Skills: Willingness to communicate and work in a variety of ways, including speaking,
visual, and touch. Design experts design and build prototypes, without the perceived lack of skill or
competence.
 People Centered:
KEY ELEMENTS IN You start from what people, users,
DESIGN THINKING. customers, customer needs or want to do.
1.PEOPLE-CENTERED Their motivations and the problems they
are trying to solve..
2.HIGHLY CREATIVE
3.HANDS ON
4.ITERATIVE

Empathy is key: it’s not about you. You need the

ability to understand and share the feelings of
other.
Highly Creative:
Design thinking stimulates
you to look at situations
differently and produce new
solutions, that go beyond and
improve existing alternatives.

Integrative thinking is key:

you need the ability to look
at all the different aspects of
a problem .
Hands-on:
Stop discussing, start
working. Make ideas
tangible, prototyping is
made with your hands by
different best alternatives.

Failure is a part of the

process in order to succeed.
Iterative:
The road to success does not
follow a straight line.
The more you are able to loop
through
“Understand>create>learn>”
cycle, the higher chance you
have for good result.
• Google developed a smart wearable
product named Google Glass.
• This was known to be Google
"moonshot" technology.
• The image behind the invention was
utterly brilliant but, the product didn't
come to stand on its expectations.
• The product was highly criticized
around every aspect from price to
safety.
• Google focused on hyping and uplifting
people's expectations for its products
but didn't bring out the harsh reality or
its lacking in the market.
• This led to the major failure of Google
Glass.
Empathize ➢ This stage is oriented towards understanding the intended users
and the problem from their viewpoint by observation,
engagement and immersion.

Define ➢At this stage the insights discovered in empathize are

transformed to needs.

Ideate ➢ Within the context of the problem statement, the team

generates many radical design alternative that explore the
solution space and identify the best solution.
Prototype ➢At this stage, the best solution is made as a product with which
the team, users and others will experience and interact.

Test ➢ Prototypes are placed into appropriate contexts of user’s lives the goal of
gathering thoughtful feedback, learning and refining solutions.
29
Things You Must Know
• Problem Definition in Design Thinking
• Know the goal and align the approach with the goal
• Identify the kind of problem that needs to be solved
• Contextualization
• Contextualization means adjusting a solution to the situation
• The situation (culture) in India requires affordable, sustainable, sensitive,
and understandable solutions
DESIGN THINKING EXAMPLES
IDEA ?
TYPES OF CULTURAL PROBLEMS:
WHAT NEEDS TO BE FIXED?
▪ Physical problem (health and age
related)
▪ Logical problem (logical reasoning
skills)
▪ Psychological problem (emotions
and mental health)
▪ Political problem (problems involving
political issues)
▪ Economic problem (Economy related
problems)