Fundamentals of Design Thinking

Application of Design Thinking in Healthcare

Application of Design Thinking in Healthcare
UNIT – I

 Design Thinking-Definition

 Need of Design Thinking

 Variety within the Design Thinking Discipline

 phases of Design Thinking

 Design Thinking Mindset

 Tools for Design Thinking

 Relevance of Design and Design Thinking in Engineering

 IDEO (Innovation Design Engineering
What is Design Thinking: Organization) is a design and consulting firm

Reference: https://www.youtube.com/watch?v=ldYzbV0NDp8
Design Thinking Definition:

 Design thinking is a process for creative problem

solving that starts with people and their needs.

 Design thinking is a human-centered approach to

innovation.

 By using design thinking, you make decisions based on what customers really want instead
of relying only on historical data or making risky bets.

Reference: https://www.ideou.com/pages/design-thinking
Design Thinking Definition:
 Design thinking brings together what is desirable from a human point of view with what
is technologically feasible and economically viable.

Desirability: What makes sense to people

and for people?

Feasibility: What is technically possible

within the foreseeable future?

Viability: What is likely to become part of

a sustainable business model?

Reference: https://www.ideou.com/pages/design-thinking
Understanding Design Thinking:

Reference: https://www.youtube.com/watch?v=7oPZg_FR-ys
Phases of Design Thinking Definition:
 Design thinking is a non-linear, iterative process involving five phases —Empathize,
Define, Ideate, Prototype and Test — it is most useful to tackle problems that are ill-
defined or unknown.

https://medium.com/@bhmiller0712/what-is-design-thinking-and-what-are-the-5-stages-associated-with-it-d628152cf220
Phases of Design Thinking Definition:

Stage 1: Empathize — Research Your Users' Needs

 In this phase, designers seek to understand the problem from the user's perspective.

 They gather insights and empathize with the people they are designing for.

 This often involves conducting interviews, surveys, and observations to gain a deep
understanding of users' needs, behaviors, and motivations.
Phases of Design Thinking Definition:

Stage 2: Define — State Your Users' Needs and Problems

 It‘s time to accumulate the information gathered during the Empathize stage.

 Analyze your observations and synthesize them to define the core problems you and
your team have identified. These definitions are called problem statements.
Phases of Design Thinking Definition:

Stage 3: Ideate — Challenge Assumptions and Create Ideas

In the ideation phase, designers brainstorm and generate a wide range of creative ideas
and potential solutions to the defined problem.

 This is a divergent thinking phase where quantity and variety of ideas are encouraged
without judgment.

Techniques like brainstorming, mind mapping, and ideation workshops are commonly
used.. Brainstorming is particularly useful here.
Phases of Design Thinking Definition:

Stage 4: Prototype—Start to Create Solutions

After ideation, designers create physical representations of their ideas in the form of
prototypes.

Prototypes can be low-fidelity (e.g., sketches, paper models) or high-fidelity (e.g.,

interactive digital mockups) and are used to test and validate ideas quickly.

Prototyping allows designers to iterate and refine their concepts based on feedback.
Phases of Design Thinking Definition:

Stage 5: Test—Try Your Solutions Out

 In the testing phase, designers gather feedback on their prototypes by involving real
users.
This feedback helps them understand how well their solutions meet user needs and
where improvements are needed.

 Testing can involve usability testing, user interviews, and other evaluation methods.
Airbnb Case Study

Reference: https://en.wikipedia.org/wiki/Airbnb
Airbnb Case Study Reference: https://youtu.be/d72wIGioR0M
Need of Design Thinking

Need of Design Thinking

1) For companies to innovate 3) For individuals to compete

2) For society to solve human problems

 1) For companies to innovate
 Design thinking will allow companies and startups to innovate and explore
opportunities, based on unmet consumer needs and understanding of the
situation. You can explain the example of how iPod came into existence in the year 2001
 Apple  AirPods, Apple TV, Apple Watch, HomePod, iPad, iPhone, MacBook
Air, MacBook Pro, iMac, Mac Mini, Mac Pro, Mac Studio
1990–1997: Decline and restructuring
 Apple company on the brink of failure — but they proceed to adopt an
innovative culture through design thinking to achieve amazing records of
success.
 Amazon  Initially an online marketplace for books, it has expanded into a
multitude of product categories.

 Flipkart  The company initially focused on online book sales with country-
wide shipping.
2) For society to solve human problems

 People need design thinking to solve human problems (difficulties we

encounter in daily life).

 For example, we face issues like overcrowding at train stations, bad online
banking experiences, and traffic jams, which can lead to frustration and social
problems.

 By applying design thinking principles, we identify the best possible options

to streamline and make these experiences go better, faster, and smoother.

 staircase example
Staircase Example
 IDEO (Innovation Design Engineering
3) For individuals to compete
Organization) is a design and consulting firm

 Design thinking has already been seen as a competitive advantage for

individuals who want to excel in their career or business.

 Stanford University, IDEO is a design and consulting firm have offered

exclusive courses on Design Thinking to executives and professionals.

 They aim to give students with design backgrounds a stronger business

advantage, while offering business-minded people a more creative edge.
 Design Thinking Mindset
Design thinking requires a certain type of mindset that can empower their thinking and
creativity. Here is collection of design thinking mindsets to inspire your design thinking
activities:
IDEO’s Human- Centered Design Mindsets

IDEO (Innovation Design

Engineering Organization)
is a design and consulting
firm

Reference https://www.innovationtraining.org/design-thinking-mindsets/
 Design Thinking Mindset
Empathy is not only a wonderful skill for understanding your customers
better, it can also help you solve problems from their perspective and gain
insight into the design process.

Ultimately, your product or service should be built to improve other people‘s

lives and experiences, Therefore an empathetic view of the world is key

IDEO (Innovation Design Engineering Organization) is a design and consulting firm

IDEO describes design thinking as inherently optimistic.

Optimism is acceptance of possibility and knowledge that there is a better

solution to the problem out there.
https://www.youtube.com/watch?v=6bkMSltohkc&list=PLIeYpC-T18cbnZcjli2x9ScBABYL76n12
Reference
 Design Thinking Mindset

Design thinking designers start from not knowing the answer to the
problem.

This ambiguity may feel uncomfortable at first, but by embracing it,

you will be able to open yourself up to creative ideas and arrive at
unexpected solutions.

Design thinking is about experimenting with prototypes.

Through building and testing you will be able to know if a product or

service is doing what it should do.

Whether it‘s a simple cardboard and scissors model, or a

sophisticated digital mockup, creating a prototype will allow you to
share your idea and gain feedback early and often.
 Design Thinking Mindset

This is all about the ability to learn from failure and use failure as a
tool to improve your practices.

As Tim Brown, CEO of IDEO explains, ―Don‘t think of it as failure,

think of it as designing experiments through which you‘re going to
learn.‖

Design begins with not knowing the solution to a challenge.

Instead of being scared of failure, use every opportunity to experiment

and grow from your mistakes.
 Design Thinking Mindset

This is all about iteration. In order to reach the right solution, you
need to receive feedback from customers early and frequently.

By constantly improving and refining your work, you will be able

to produce better ideas and arrive more quickly at the right
solution.

This is about approaching the world like a designer. It‘s

understanding that you have creative ideas and the power to turn
those ideas into a reality.
 What tools are used for design thinking?
1. Immersion
2. Visualization
3. Mind Mapping
4. Rapid Iteration
5. Assumption Testing
6. Prototyping

7. Finding the Value Proposition

8. Learning Launch
9. The Art of Selling
1. Immersion first tool in the process of design thinking

Immersion includes various sub-processes:

Simulation: A day in the life of a person to understand
her/his needs.
Research:After simulation, research related to the context
surrounding the problem begins. Again, it can be varied
depending on the data that is to be collected and used.

Brainstorming: This tool is most crucial when it comes to collaborative brainstorming sessions
with a team, stakeholders.
Overshadowing: This tool is used to monitor a client‟s interaction with a product over a
considerable period to understand preferences and dislikes.

Tools available in the market that can be used for undertaking Immersion are SessionLab, Stormboard,
IdeaFlip etc.,
2. Visualization
In Design Thinking, the visualization tool is crucial.
After identifying the problem in Immersion, the
second step is to visualize how to solve the problem.

Visual thinking helps designers to imagine/create a

product that is suitable to the needs of the market.

For example, to manufacture a chair, a designer draws the chair she/he wants to sell in the
market, the entire team will have its perception of what a chair should look like.
Although we are all for ‗an idea can come from anywhere, we do not want to be in a situation
where the decision to go with any single idea of a chair becomes a hassle.
Tools available in the market for Visualization: Google Jamboard, Mural, Shape etc.,
3. Mind Mapping

A mind map is a visualization technique and brainstorming tool which allows you to explore
a central idea, and all of its related topics, in a non-linear way.
3. Mind Mapping

For instance; What is the first thing that comes to mind

when someone says, Tesla?

Naturally, after Elon Musk, it is their Electric Vehicles

(also known as EV‘s).

The reason why we mention Tesla‘s Electric Car is that

the electric automobile is not an innovation. It has been
around for some 200 years.

But Tesla‘s use of a design thinking tool- mind mapping- helped them identify the challenges
around electric cars to now have the most successful and profitable EV fleet in the world.

Design Thinking Tools in the market that can be used for Mind Mapping: ClickUp, SmartDraw,
Microsoft Visio etc.,
4. Rapid Iteration

Rapid Iteration tool is used to test designs

quickly in the real world.

In the fast-paced world we live in today,

where competition is tighter than ever, it is
necessary to adapt quickly to sustain your
organization.

Uber Eats in India failed because it couldn't customise: Swiggy

Zomato acquires Uber Eats business in India to consolidate position

5. Assumption Testing

Assumption testing implies identifying

assumptions that underlie the attractiveness
of any new product and then testing it. It
involves thought testing and field
experiments.

In 2009, two Harvard Business School graduates launched Rent the Runway on the assumption
that customers like to rent dresses over the internet.

The founders tested this assumption before proceeding and looked at where the company
stands today.

Let‘s take the case of Fair & Lovely, which is now Glow & Lovely.

Can you think of the kind of assumption testing the beauty brand did to take a step towards a
more inclusive brand image (skin-lightening product)
5. Prototyping
This tool that turns your idea into material
reality.

The idea of the chair (as discussed

above) becomes a full-fledged prototype
of a chair.

This prototype can then be sent across to

your stakeholders and partners for
feedback.

Prototypes can also include storyboards, images, role-play, skits, etc.

Tools available in the market for Prototyping are Boords, Mockingbird, PowerPoint, Keynote,
Lumen5 etc.,
Value Proposition is what brings people to a buying
decision

When Steve Jobs left the Apple organization in 1985,

Apple changed its product development cycle
completely. It launched more and more products,
pumped millions into R & D around them, but hardly
found success.
When Jobs returned to the company in 1997, he dumped the old product cycle and
established a new line of products using design thinking. Yes, he specifically used this
„value proposition‟ tool to launch and fund R & D around very few products to deliver
with the best software and hardware service in the world.
8. Learning Launch
Once your prototype is approved, it goes to the final end-user, your customer.

Learning Launch is the tool wherein your test product is launched in the market for a quick
experiment.

In contrast to a new product launch, this test is conducted solely for gathering data.

For example, post-lockdown, the French government‟s initiative to make the country
green, sustainable and inclusive translated into making 650-km bicycle lanes throughout the
territory.

It was an urban planning project that worked along the learning launch process to see what
works best.
9. The Art of Selling Storytelling
If you see any successful life-cycle of a product or service, notice that how it was
introduced in the market made all the difference in bringing about sales and staying in
the minds of consumers forever.
Let‘s say: A diamond is forever.

Do you know how old this brand slogan is?

More than 80 years. Founded in 1888, De Beers Group is a

large corporation that specializes in diamond mining operations.

Forever Diamond campaign in 1939 made the company become a legacy in the jewelry
industry.

It is so because the slogan so rightly matches with the brand personality and the product
besides being catchy.
Variety within the Design Thinking Discipline

1)The Double Diamond design model

The double diamond is one way of

showing the design process,
illustrating how designers work
through four key stages:

Discover, Define, Develop and

Deliver.
Variety within the Design Thinking Discipline
2) 4D
This methodology is similar to previous one. 4D Methodology divides a project
into four distinct stages: Discover, Design, Develop, and Deploy.

3) DeepDive If one wants to dig a problem very deeply, this one is very appropriate

In the first stage, we understand the market/client/technology and constraints.

In the second stage, real people in real situations are witnessed.
Next, new-to-the-world concepts and ultimate customers are envisioned.
Following, prototypes are refined and evaluated. Finally, we apply new concept for
commercialization.
4) Stage-Gate

The aim of this methodology is to increase our growth and profit from new products.

It provides a roadmap with good stages and decision gates which help projects teams and
management on their risky journey from idea to a useful product.

Gates are places where a selected management group (the gatekeepers) decide whether a
project should continue or stop advancing.
5)Pentathlon

This methodology has interaction with the

environment and people and makes it one of
the most important methodologies from the
others.

Ideas are generated, some are selected and

developed into the concepts, and the best of
these concepts are chosen for execution and
application.
6) Simon Herbert

Another linear and non-iterative form of methodology is

Simon Herbert. Simon Herbert divides a project into seven
distinct stages: Define, research, ideate, Prototype, choose,
implement, and learn. The steps aren't linear; they can be
occurred simultaneously and can be repeated.[7]
7) Bootcamp bootleg (Stanford)
This methodology recommended for the complex design works. Empathy is the
foundation of a human centered design process. The define mode is critical to the design
process because it explicitly states the problem you are trying to address through your
efforts. Ideate is the idea generation process. Prototyping is getting ideas and explorations
out of your head and into the physical world. Traditionally, prototyping is thought of as a
chance to test functionality. Testing is the opportunity to improve our solutions and makes
them better.
8) Donut
Among the methodologies that are linear, there is
Donut which is circular and iterative.

It starts from the design brief, and then circulates

until it solves the problem.

The Iterative Design Process Cycle divides the

problem solving process into four categories:
problem finding (observing and research),

problem selecting (reframing and contextualizing),

solution finding (converging and establishing core

user needs) and

solution selecting (experimenting and prototyping).

9) Designing for growth

This methodology has its own tools at

different stages of the design process.

These four questions identify design

process.

What is?, what if?, what wows?, and

what works?
10) Waterfall

In this simple methodology, set of

activities are consisted in which the
outputs of each step are the inputs to the
next (the "waterfall").

Small, well-defined problems in a stable

context need this approach.
Relevance of Design and Design Thinking in Engineering
 UNIT – II : Approach for Design Thinking

 Fundamental Concepts - Empathy

 Ethnography
 Divergent Thinking
 Convergent Thinking
 Visual Thinking
 Assumption Thinking
 Prototyping
 learning and validation
 Fundamental Concepts - Empathy

Stage 1: Empathize — Research Your Users' Needs

 In this phase, designers seek to understand the problem from the user's perspective.

 They gather insights and empathize with the people they are designing for.

This often involves conducting interviews, surveys, and observations to gain a deep
understanding of users' needs, behaviors, and motivations.
 Useful techniques to empathize with users:
1)User interviews  During user interviews, users are asked to tell a story about the
last time they experienced the problem. The answer will help product creators understand
how people currently solve the same or similar issues.
Airbnb failed in the first two attempts, in the third attempt they come up with door-to-door meeting with
users and conducted user interviews and identified three main problems
 Useful techniques to empathize with users:

2)Contextual inquiry  It is a method where participants are observed while they

perform tasks and simultaneously talk about what they are doing while they perform them.

Contextual inquiry is not just a traditional interview. The key difference between contextual
inquiry and other user research methods is that participants must take a more active role in
leading their session in contextual inquiry.

Three features of Contextual inquiry are 1) Observing

2) Inquiring
3) Documenting
 Contextual inquiry – Banking Application – Looking to create a more easy banking application

Reference : https://youtu.be/ozPjaQom1Y4
 3) Empathy map  ( Group Activity) An empathy map is a visualization tool used to
summarize what the user says, thinks, does, and feels. This information leads to a better
understanding of the target audience.
Google Jamboard

Reference: https://youtu.be/jw0zqDciPLo
 Empathy map– Swiggy Customer

Reference: https://youtu.be/jw0zqDciPLo
4) USER FEEDBACK TEMPLATE ( Group Activity)

1. Customer profile: -
2. Questions to ask: List of Questions
3. Why do we ask these questions?
4. User feedback: Observations and feedback
5. Insights / Actions

To gain a better understanding of the overall customer experience so you can identify
areas for improvement
PERSONAS TEMPLATE ( Group Activity) Empathize your end-users on who they are,
1. Name
2. Profile / Lifestyle
3. Characteristics
4. Goals / Ambitions
5. Behaviors / Habits
6. Fears / Challenges
7. Influencers and Activities

Persona template is a tool for representing and summarizing a target audience for
your product or service that you have researched or observed.
 Ethnography

Ethnography is qualitative research on a group of people and their behaviors and social
interactions within their own, native environment.

A classic example of ethnographic research would be an anthropologist traveling to an

island, living within the society on island for years, and researching its people and culture
through a process of sustained observation and participation.

Anthropology  the study of human societies and cultures and their development.

 Types of ethnographic research 1. Open vs Closed ethnography

2. Overt vs Covert ethnography

3. Active vs Passive ethnography

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1. Open vs Closed ethnography
In open ethnography, the setting is public and does not block the ethnographer from fully
viewing the community and its activities.
For example, a local neighborhood is an open setting because the neighborhood is freely
accessible.
In closed ethnography, the ethnographer may have certain boundaries and limitations
for how close an outsider can get into the inner workings of its community.

For example, gaining access into a prison to study the social and cultural norms of inmates
would be more difficult, making it a closed setting.
2. Overt vs Covert ethnography

Most ethnographic studies are overt, meaning that the researcher clearly defines and
explains their purposes for being there.

An overt study is potentially more ethical.

However, having this knowledge may skew the results because group members may behave
differently knowing someone is there to study them.

Covert ethnography refers to an ethnographer who does not disclose that they're studying the
group, so the researcher may provide a different explanation for being there. This type of
ethnographic research can allow the ethnographer to get a more realistic view of the group as
they naturally are, but many believe it to be inherently unethical behavior.
3. Active vs Passive ethnography
In Active ethnography, the group may encourage the researcher to participate in some of
its activities. However, this can disrupt their normal functions.

An ethnographer who opts for a more passive role typically stands out of the way and
observes from an unassuming location so the group can continue what they normally do
with no interference.

This can help the ethnographer conduct a more thorough observation while also taking
important notes about what's occurring.
Examples of ethnography
1) Observing a group of children playing.
A researcher can observe a group of elementary school children playing on a playground to
understand their habits, personalities and social dynamics.
2) Observing employees in a corporate office.
A researcher may study a group of employees at a business consulting agency to determine
the work culture. The researcher may observe their interactions with clients to understand
how they behave with people outside of their workspace.
3) Observing medical personnel in a high-volume hospital.
An ethnographer may study medical personnel inside a high-volume hospital to understand
hospital culture and how the staff handles stress. Because of the environment, the
ethnographer may observe passively so as to not disrupt their work.
4) Observing an indigenous or native village
An ethnographer may study a village of indigenous people living within the society on
island for years, and researching its people and culture through a process of sustained
observation and participation.
 Divergent Thinking & Convergent
ConvergentThinking
Thinking

&
Convergent thinking focuses on reaching
one well-defined solution to a problem.

Convergent thinking is best suited for tasks

that involve logic as opposed to creativity,
such as answering multiple-choice tests or
solving a problem where you know there are
no other possible solutions.
 Divergent Thinking & Convergent Thinking

Divergent thinking is the opposite of convergent

thinking and involves more creativity.

Using divergent thinking, you can generate ideas

and develop multiple solutions to a problem.

Divergent thinking often involves brainstorming

for many possible answers to a question, the goal
is the same as convergent thinking — to arrive at
the best solution.
 Divergent Thinking & Convergent Thinking Small Example

Convergent thinking: If the copy machine breaks at work, a convergent thinker would
call a technician right away to fix the copy machine.

Divergent thinking: If the copy machine breaks at work, a divergent thinker would try to
determine the cause of the copy machine‘s malfunction and assess various ways to fix the
problem.
Do it yourself
One option may be to call a technician, while other options may include looking up a DIY
video on YouTube or sending a company-wide email to see if any team members have
experience with fixing copy machines. They would then determine which solution is most
suitable
 Benefits of Convergent thinking  Benefits of Divergent thinking
A quicker way to arrive at a solution. Identify new opportunities

Leaves no room for ambiguity. Find creative ways to solve problems

Encourages organization and linear processes Assess ideas from multiple perspectives

Understand and learn from others

There‟s nothing wrong with using convergent
thinking as there are many instances in project
management when you must reach solutions Fast results and predictability may work
quickly. some of the time, but this way of thinking
won‘t help you stand out from competitors.
However, if you completely avoid divergent You‟ll need divergent thinking to impress
thinking, you‘ll have trouble developing clients or customers and set yourself apart
innovative solutions to problems. from others.
You can use a mix of
convergent and divergent
thinking to solve problems in
your processes or projects.

https://asana.com/resources/convergent-vs-divergent
 Visual Thinking

Visual thinking can help you organize

information, thoughts and ideas better through
images either drawings, pictures, graphs..

It is a very useful tool when we work in

teams, because sharing ideas using images
help us to communicate better and more
efficiently than by simply talking and writing,
thus we increase the group effectiveness

https://harappa.education/harappa-diaries/visual-thinking-2/
 How visual thinking strategies benefits businesses:
Visual Thinkers Are Creative, Which Means They will Bring Fresh Perspectives To The
Table And Find Innovative Solutions To Problems.

When Employees Think Visually, They Brainstorm Ideas, by Laying Them Out
Graphically. This Further Encourages Teamwork And Collaboration.

Explaining Organizational Goals Or Project Objectives Is Easier When They‟re Explained

Graphically (Through Presentations) than it is to try and spell it out verbally.

Here are some useful tools that will help you apply visual thinking skills more actively at work:

 Mind Maps Mind maps are useful in brainstorming sessions, that is, a free flow of
ideas, thoughts and opinions.

https://harappa.education/harappa-diaries/visual-thinking-2/
Here are some useful tools that will help you apply visual thinking skills more actively at work:

 Presentation Slides
One of the most effective ways to present an idea (especially in business meetings with
internal or external stakeholders) is by using presentation slides. It helps your audience
focus on the information as you take them through multiple slides. To avoid any
misinterpretations, it‘s best to keep the presentation slides clear and concise.

 Flow Charts
Flow charts allow you to be clear about your ideas. It minimizes miscommunication as
you can draw your process in detail. This step-by-step approach not only paints a detailed
picture but also helps analyze problems with greater efficiency.
 Assumption Thinking
An assumption is a thing that is accepted true or as certain to happen without proof.

Assumptions are the foundation of much of our thinking.

Assumption may be based on reason, experience or on prejudice assumptions.

Solutions may fail when assumptions prove to be false or on occasions are contradicted.

It is necessary for the design thinking team to identify assumptions and evaluate their
significance if they fail to be correct.
 Prototyping
To assess whether a product really solves its users'
problems, designers create an almost-working model of the
product, called a prototype.

 Why is Prototyping important?

Collect feedback from users/ stakeholders about the functionality of the product before the
public release.

Reveal areas for improvement and help identify faults and usability issues before the
public release.

Allow the user to interact with a working model of their product

Helps to convert an abstract idea into a tangible product in a cost-effective way

 Types of prototyping
Prototyping is generally categorized into two types. These categories are low-fidelity prototyping
and high-fidelity prototyping.

 Low-fidelity prototyping
Low-fidelity prototypes quite often won't be made of the same material as the finished product,
instead they‘ll be made of wood, paper or plastic. These prototypes are cheaply and easily
made. Examples of low-fidelity prototypes are storyboarding, sketching, card sorting etc.

 Pros of low-fidelity prototypes

• Quick and Cheap
• Can change them very quickly
• Disposable
• Not resource heavy - anyone can make a low-fidelity prototype regardless of experience
level
 Cons of low-fidelity prototypes
• Not realistic
• Prototypes that lack the look or feel of the product may lack
• May not be appropriate for what you are creating for

 High-fidelity prototyping
High-fidelity prototypes look much closer to the end result. An example of a high-fidelity
prototype could be a 3D plastic model that has moving parts and allows the users to feel
the function of the product.
 Pros of high-fidelity prototypes
• More engaging for the user.
• Users are more likely to navigate the product alone without needing a step by step
explanation from the designer.
• The closer the prototype is to the finished product the more confidence the designer can
have as to how users will react to the final product.
 Cons of high-fidelity prototypes

•They take longer to produce

•Because of the realistic aspects - users will be more prone to asking questions about
characteristics that you don‘t need observing as they won‘t be in the final product (e.g
color)

https://www.workshopper.com/post/design-thinking-phase-4-everything-you-need-to-know-about-prototyping
 learning and validation

Testing can be undertaken throughout the process of a design thinking project, although it
is most commonly undertaken concurrently with the prototyping stage.

Testing in design thinking involves generating user feedback as related to the prototypes,
as well as gaining a deeper understanding of users.

 To perform learning and validation or test

1)Let your users experience the prototype: Create different prototypes, each with slight
variations based on your different ideas, so that users can compare prototypes and tell you
which one they prefer.

Avoid over explaining how prototype works, or how it is supposed to solve users problems.
Let the users experience in using the prototype speak for itself, and observe their reactions.
2) Ask users to talk through their experience:
When users are exploring and using the prototype, ask them to tell you their thought
processes out loud so you can see how their mind is working and observe more closely.
3) Observe:
Observe how your users use - "correctly" or "incorrectly― – prototype, and correct them
when they misinterpret how it‘s supposed to be used.
4) Ask follow up questions:
Ask follow up questions even if you think you know what the user means. Ask a lot of
questions so everything feels clear on both ends.
5) Negative feedback is your way to learn and improve:
When test your ideas and prototypes, remember that negative feedback is an important way
to learn and improve.
UNIT – III Up to Mid 1 Syllabus

 Design Thinking Resources and Processes:

 Design Thinking Resources  Design Thinking Processes

 People
 Double Diamond Process
 Place
 5 Stage d. school Process
 Materials
 Designing for growth process.
 Organizational Fit.
Design Thinking Resources
In order for design thinking to succeed, the right ingredients need to be assembled.

1) PEOPLE

 Adopt the design thinking mindset.

 Observant and listen.

 Ability to frame problems and solve

 Both creative and analytical

 Communicative and comfortable with visual thinking and visualization

 Need to be empathetic with colleagues and stakeholders

Design Thinking Resources

PLACES A space needs to be located that facilitates collaboration and imagination.

 Space is dedicated to the project or can be reserved for the project

Need for stationary and mobile whiteboards, pin boards on rollers, display screens,
easels, rolling shelves, storage caddies and large surfaces on which to hang things.

The color temperature of creative space light should approach sunlight especially if
natural light is not available in the creative space.
Design Thinking Resources

Making and visual idea transfer are essential elements of design thinking, and
MATERIALS
to that end, the materials are needed.

Sketching and diagramming with pencils and markers on whiteboards, sticky notes,
flip chart paper or tablet computers can go a long way in terms of idea expression.

Quick list of materials typically needed: whiteboard markers, colored pencils, sticky
notes of various shapes and colors, colored adhesive dots, string, colored sheets of
paper, pipe cleaners, flip charts, large rolls of paper, tape (cellophane, masking), glue,
Lego blocks, scissors, and index cards.
Design Thinking Resources

ORGANIZATIONAL FIT
 Employees are a business's most valuable asset. A team‘s cohesion can make or break
office dynamics, team happiness, and overall productivity.

 Organizational fit ensures you find someone who shares the same values as your brand,
meets the requirements of the job, and meshes with your team.

 An important aspect of any project is managing expectations and keeping project

sponsors, investors, partners and managers informed.
Design Thinking Resources

ORGANIZATIONAL FIT
Liedtka and Ogilvie have four suggestions for ―managing up.‖

 The first is to tell ―human-centered‖ stories. Human-centered

stories help make ideas and progress feel real.

 The second tip is to incorporate data (ex. cost of old approach

vs. design thinking approach, size and impact of the problem)
into the stories.

 The third suggestion is to provide transparency.

 The last suggestion is to share project results.

Design Thinking Processes

Several well-known design thinking processes such as

 Double Diamond Process

 5 Stage d. school Process

 Designing for growth process.

 Design Thinking Processes

Double Diamond Process

 There are four stages in this model.
As shown in figure, the stages are
Discover, Define, Develop and Deliver

 Process flows primarily left to right.

Double Diamond process stages

Double Diamond Process

 In the Discover stage, design thinkers expand on the initial problem description by using
design methods that expand understanding, get different points of view, and notice things
about the problem they had not earlier considered.

 The Define stage is where the design thinking team builds a coherent understanding
informed by considering the insights obtained in the Discover stage. They consider
feasibility as a criterion.

 The Develop stage is dedicated to the creation, testing and refinement of solution concepts
and prototypes.

 The Deliver stage signifies the selection and final adjustments of the solution. The
solution is manufactured or implemented and made accessible to the targeted population.
5-Stage d.School Process

Stanford d.School 5-Stage process model

In the Stanford d. School‘s process model, the stages have the following objectives:

1) Empathize - The stage is oriented towards understanding the intended users and the
problem from their viewpoint by observation, engagement and immersion.
5-Stage d.School Process
At this stage the needs and insights discovered in Empathize are transformed into
2) Define -
an actionable problem statement.

3) Ideate - Within the context of the problem statement, the team generates many ―radical‖
design alternatives that explore the solution space.

4) Prototype - At this stage, promising design alternatives are made tangible with which the
team, users and others will experience and interact.

5) Test - Prototypes are placed into appropriate contexts of users‘ lives with the goal of
gathering thoughtful feedback, learning and refining solutions.
Designing for growth process

 The Growth process model consists of

four stages that are framed as
questions:
What is?, What if?, What wows?, What
works?

 The ten tools align with the process

model.

Growth process model

What is? - The design thinking team in this stage investigates and seeks to understand the
users and their current needs, wants and pains related to the problem.

What if? - In this stage, the team imagines and conceives possible future solutions.

What wows? - In this stage, the team selects and focuses on concepts that wow, which
requires testing assumptions and prototyping.

What works? - In this stage, users have an opportunity to experience the prototype and
make creative suggestions. The most promising prototype is transformed into a nearly
final product/service and rolled out to a test market.
Assignment marks evaluation for FDT Subject MID II (10 Marks).

You need to present a problem as a batch of five in the order of

roll numbers and use design thinking to your problem to get a
better solution. (10 MARKS).
UNIT – III Post Mid 1 Syllabus

 Idea Generation
 Ideas are the key to innovation.

 It's obvious that ideas alone won't make innovation happen, as you need to be able
to build a systematic process for managing those ideas.

 The point of ideation isn't just about generating tons of ideas but paying attention
to the quality of those ideas as well.
Idea Generation: Basic design direction

 Starting from a given point, designers can think in specific „directions‟ in order
to generate new ideas from existing designs.

Divergence Convergence Transformation A qualitative change in

appearance or character.

Moving away in different The coming together of two or

directions from a common point. more entities towards a central
Also called branching out. point or common ground.
Idea Generation: Basic design direction

Thus, instead of taking a history- and tradition-based

approach to the packaging, it produced a young and
energetic image, focusing on the inherent qualities and
flavours found within the product.
Idea Generation: Basic design direction MTV (facing page)
Pictured here are two Myspace web pages created for MTV.

The Myspace page pulls content The page on the right is taken
from the MTV UK website, from MTV‘s FUR TV
which makes publishing content Myspace site. Here, the design
easier. This is a cluster design as has moved away from the
its general presentation structure typical Myspace layout to
is similar to that commonly make the pages look like a
found on web pages. desk or bulletin board. This
design has a familiar, engaging
look with snippets of
information that are easy to
locate.
Idea Generation: Basic design direction Crawley Library

These typographic tree sculptures are an

example of transformation and
convergence. The design features 14 trees,
installed throughout the library building
from floor to ceiling like supporting pillars.

Sand-blasted typography transforms, yet

converges, diverse texts
Themes of Thinking: Communicating Design Ideas Efficiently

 Designers often face the challenge of fitting

large quantities of information into formats
with limited space.

 If you have that problem, there are practical

tools that can help. Three “themes of
thinking” can be used to inform this process
and overcome its challenges.
Themes of Thinking: Communicating Design Ideas Efficiently

1) KISS Keep It Short and Simple, or Keep It Simple Stupid (KISS)

KISS requires a sharp understanding of the message that must be communicated

and the mindset of the audience you‘re targeting.

2) FOCUS Select only the key message elements as the focus for the design.

A company may have many products or projects but the design should focus on the
most important ones. Information about other aspects of the company can be provided
via other communications such as printed materials, brochures or the web page.
Themes of Thinking: Communicating Design Ideas Efficiently

3) OCKHAM‘S RAZOR

Ockham‘s razor principle states that elements that are not really needed should be
pared back to produce something simpler and in doing so, the risk of introducing
inconsistencies, ambiguities and redundancies will be reduced.
Brainstorming

Brainstorming is a part of design thinking used in the ideation phase.

Brainstorming is a method design teams use to generate ideas

to solve clearly defined design problems.

Design teams gather for a brainstorming session in a room

with a large board/wall for pictures/Sticky Notes.

A good mix of participants will expand the experience pool

and therefore broaden the idea space.
Brainstorming Brainstorming Rules

1. Set a time limit

2. Begin with a target problem/brief
3. Refrain from judgment/criticism
4. Encourage weird and wacky ideas
5. Aim for quantity
6. Build on others‟ideas
7. Stay visual
8. Allow one conversation at a time
 The following steps steer the brainstorming process towards producing
Brainstorming
ideas that can be developed further.

Visualisation Quick visual aids can be used to aid brainstorming and focus attention

Groups and voting The brainstorming participants can be split into smaller groups, each of
which is tasked with finding solutions to particular concerns or
challenges.

Scribble, say, slap

Brainstorming
Brainstorming

Assessment criteria

Finally, to assess the ideas generated requires the need for criteria against which they can
be assessed. Criteria can include

 Cost,

 Resources required,

 Necessary resources available,

 Time factors etc..

Value Addition

Value is a term often used in design. A designer „adds value‟ to a brand through the
creation of a visual identity.

Designs can add value directly by boosting sales, or indirectly by increasing the prestige
of a brand or organisation.

Testing with focus groups can give an indication of how positively the
target group will respond to a design and its perceived value.

Surveys can also provide feedback once a new design has been
launched and will provide a learning opportunity about the value
added by design.
Value Addition
Pictured are from a catalogue created by
Research Studios for the Bugatti Veyron
Grand Sport, a luxury car with a luxury
car price tag.

The design thinking was to create a

brochure that reflected the value and
qualities of the product, and let readers
appreciate the exclusive, prestigious
nature of the car.

The brochure production qualities are

first class – from the glossy art paper
stock to the commissioned studio
photography and sewn leather cover.
Sketching
Sketching is perhaps most often associated with the ideation stage.

During ideation stage a designer rapidly outlines possible design solutions and creates a
visual representation of ideas as they are generated.

Designers prefer to „sketch‟ directly into their computers rather than using traditional
materials such as pencil and paper.

Sketching digitally makes ideas can easily be archived and circulated by email, and they
occupy less space than hard copies.

However, a designer should use the method that they find quicker and easier.
Sketching
Digital sketching Traditional sketching

A digital interface that allows a

designer to sketch ideas straight
into their computer where they
can be easily stored and emailed. III EEE A BATCH NO 1
Sketching

Bonfire

These digital sketches by Research

Studios form ideas for part of a
visual identity and typography
design for clothing brand Bonfire.

These sketches, part of an ongoing

design work Programme, illustrate
how rapidly different ideas and
styles can be generated around a
given theme.
Sketching

This book features a typography of sketched

letters, which will appear on the dust jacket and
the hardbound cover.

This treatment reflects the artist‟s work and

conveys a sense of care and craft.
Presenting ideas
Potential design solutions have to be presented to the client, who will then choose one
for implementation.

Presenting ideas well is crucial. A good idea presented badly can fall at the first hurdle.

The solutions (ideas which you are made) need to be presented in such a way that the
client can appreciate and understand the thought processes behind them and the
messages they are trying to communicate.

Each solution should be presented in the same way, so as not to introduce any bias
towards one particular solution.

The design team can state which is its preferred solution, but the final decision is the
client‟s.
Presenting ideas

The artwork for the design is typically presented on white boards or it may also include a
computer presentation using PowerPoint or similar software.

Don’t assume When presenting ideas, it is important not to make assumptions

about how the client will assess them.

The presentation should include all relevant information, including a clear idea about
the scale of the final production.
Presenting ideas

Checklist
 Is the focus on key information and visuals?
 Have bullet points been used for conciseness?
 Have key decisions been explained clearly?
 Have visuals been printed to a high quality?
 Are visuals mounted on boards for clients to handle?
 Have you practiced your presentation?
 Are there any spelling or grammatical errors?
 Have terms been used consistently?
UNIT – IV : Implementation of Design Thinking

 What is Meant by Implementation ?

 Format selection

 Material selection

 Finishing – techniques for finishing-classification

 Advanced technology for marketing – scale-continuity.

 What is Meant by Implementation

Once a design has been selected it has to be implemented or produced.

During this stage design job is realised, completed and handed over to the client.

Implementation is the end of the design process and involves physically putting into effect
many of the design decisions previously taken, such as those regarding format, scale, media
and use of materials.
 Format selection Format selection is the first aspect of the implementation stage

A range of standard formats are available for designers to choose from.

The widespread use of standard formats does not mean that a design is restricted to
following the herd.

Non-standard formats provide opportunity to physically differentiate and distinguish a

design from its competitors.
For example a baker could use a format with similar dimensions to a loaf of bread, a
builder could use similar dimensions to a brick, and so on.

Using different formats can help physically set a company apart from the competition,
and this may justify any additional costs involved.
 Client: ->The City Paper

Pictured are spreads from The City Paper, a monthly

English-language newspaper launched in Bogota,
Colombia, in April 2008.
The Guardian is a British daily newspaper

Inspired by the Guardian, the innovative newspaper

brought a new concept to Colombia, including the
use of a 28 x 38.5cm European format.
This format was difficult to implement as Colombia
uses US paper sizes, which meant the printer had to
trim the stock on two sides.
As a consequence, creative cutting and format
choices have now become more prominent
considerations within Colombian print production.
 The second aspect in implementation is to consider the materials
 Material selection
that will be used for the production.

Designs need not be restricted to paper, an extra meaning can be added to a design by using
something different.

Use of alternative materials (wood, ceramic, metal, and cloth etc..) can add different
qualities to a design, perhaps making it more of a luxury item.

The use of different materials may also increase the longevity of the design product.

Use of novel materials can, however, also present additional challenges at the
implementation stage: higher production costs and different timescales etc..
 Client: ->Jefferson Sheard Architects

Jefferson Sheard Architects is a British architectural design

firm based in Sheffield, Manchester, Peterborough and
London. It was founded in 1958

This design was created by Peter and Paul for a rebrand

of Jefferson Sheard Architects (JSA).

Featuring a clever use of materials, the new logo was

inspired by the locking shapes of Galt Toys, architectural
plans and the desire to create a 3D logo.
 Client: ->Jefferson Sheard Architects

The design team made three logo models using aluminium, wood and perspex, all of
which provided photographic variation and were graphic devices for the client to retain.

The final 2D logo is pictured left, whose letters are based on the
shapes of the 3D logo pieces.
 Finishing – techniques for finishing-classification
 What is Meant by Finishing ? The materials used to produce a design can
be finished in a number of different ways,
and this is the third aspect in
implementation stage.
 Finishing – techniques for finishing- classification
1) Binding
A process to gather and securely hold the pages of a printed work to form a publication.
2) Debossing
Stamping a design into a substrate (Substrates include paper, board, ceramic, cloth and
metal etc..) to produce an indented surface.

3)Embossing Stamping a design into a substrate to produce a raised surface.

 Finishing – techniques for finishing- classification
4) Deckle edge
The rough, irregular edge of a sheet of paper after it leaves the deckle and before it is trimmed.

5) Die cutting Use of a steel die cutting machine to decoratively cut away stock.
 Finishing – techniques for finishing- classification
6) Endpapers Pages that secure a text block to the cover boards of a case binding.

7) Foil blocking Applying a coloured foil to a substrate via a heated die.

 Finishing – techniques for finishing- classification
8) Folding
Turning a printed sheet into a more compact form or signature by parallel and vertical folds.

It is also known as mini folding, is a specialized folding method that

reduces a large sheet of paper into a very condensed size.

9) Fore-edge printing Printing on the fore edge of a publication.

 Finishing – techniques for finishing- classification
10) Perforation
An area of a substrate weakened with a die cut so it can be detached, or for decorative effect.

A printing method where ink is passed through a screen carrying a design

11) Screen printing
on to a substrate.
 Finishing – techniques for finishing- classification
12) Thermography
Thermography is a specialized process that combines offset printing
ink with a powdered resin which is baked so that the resin rises to
give the ink a raised, textured effect

13) Throw outs

A sheet of paper folded and bound into a publication
that opens out to a much larger dimension.
 Finishing – techniques for finishing- classification
14) Tipping-in Tipping-in is a page that is printed separately from the main text of the book

It lets you add extra standout messaging to any existing print product.

15) Varnishing
A colourless substrate coating to protect and enhance visual appearance.
 Advanced technology for marketing

Using modern technology and tools, marketers and

business owners can quickly improve their presence on
Social media,
Enhance their “findability” on a search engine,
Connect with individuals by email, and
Much more…

1) Scale

2) Series / Continuity
 Advanced technology for marketing
Implementation thinking also needs to consider scale: challenging preconceived
1) Scale
ideas about size can produce a striking solution.

Thinking big
Designers can „think big‟ to produce a piece at a scale at which its visual elements
have great impact.
Thinking big may involve moving boundaries or challenging accepted norms.
Aware of something

Thinking small „Thinking small‟ is a conscious effort to produce work at a reduced scale to
challenge perceptions. Unreasonable or illogical

Thinking small can often appear to be counter-intuitive, as in many aspects of life, people are
asked to give more or consider the bigger picture. Involving Careful Judgement
Thinking small implies the need to engage a more critical eye about content due to the limited
space available in small formats.
 Public services company

Client: Empresas Publicas de Medellin

These installations, from Lights of Life by
the river Medellín in Medellín, Colombia,
form part of the city‘s 2008 huge Christmas
lights display.

Large-scale design to illuminate a large area

of a city.
Client: Pople Landscapes Ltd and Shed Grounds Maintenance Ltd.

Pictured is a business card for Pople Landscapes Ltd and Shed

Grounds Maintenance Ltd.

The Pople side is designed to be like a plant identification tag,

while the Shed side looks like a garden shed.

This example shows that the small scale of a business card

does not mean that a design cannot be interesting, engaging
and witty.
Client: Kentish Town Healthcare Centre

Pictured is the interior of Kentish Town

Healthcare Centre in London

It features the use of colourful, easy to see,

large-scale, medical-themed graphics that fill the
huge space and provide a reassuring feeling to
the people within it.
 Advanced technology for marketing

2) Series / Continuity The design team needs to consider whether a job is a stand-alone piece
or part of a series/ Continuity…

A visual identity and logo will appear on different stationery elements, on company
clothing, on the website and so on….

If a design will form part of a series, implementation thinking needs to consider how the
piece will relate to earlier and subsequent versions or editions.

This continuity allows a design team to obtain a deep understanding about the client and
the development of a product or brand over a period of time.

So, Continuity is key elements of a design, and ensure consistent implementation.

Client: Mothercare (infant product retailer)

Pictured are a series of print materials created by NB

Studio for infant product retailer Mothercare.

Naive animal illustrations represent key elements of

the Mothercare message to new and expecting parents
with a simple playfulness.

The illustrations and a standard layout provide

continuity through the series.
 UNIT – V : Application of Design Thinking

 Design Thinking in Various Sectors

 Health Care
 Finance
 Education
 Infrastructure
 Information Technology, and
 Manufacturing

 Design thinking case studies in engineering and management.