WELCOME

To
Faculty Development Program on Design Thinking

Dr.Gummadi Srinivasa Rao

Associate Professor
Department of Electrical and Electronics Engineering
Velagapudi Ramakrishna School of Engineering
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Reference Reference
Book:
Ulrich, Karl
T.,
Eppinger,
Steve D.,
and Yang,
Maria
C., Product
Design and
Developme
nt.
7th ed.,
McGraw-
Hill
Education,
2020.
Website:
https://www
.pdd-
resources.
net/

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Session-1

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Why design thinking?

 This will help address, identify and solve

problems creatively whatever the filed of
specialization

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What is design thinking?

 Step by step process thinking for creating

new or improved good or service
 The creation of solutions that meets
requirements or needs
 The best journey from between problem
to solution is called “design thinking”

Innovation and creativity prepare people to succeed in a

rapidly changing world
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 What is design thinking?
 “A collaborative and problem solving
approach to create solutions”
 Design thinking is a human centered
approach to innovation that integrates
the needs of the people, the
possibilities of technology and the
requirements for the business success

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 What is design thinking?

 Design thinking:
A systematic approach to solve design
problems by understanding users’ needs
and developing insights to solve those
needs
User problems, pains and issues is central
to design thinking not technology. The
technology is enabler to solve the user
problems.
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What is Design Thinking

 A framework means there are a series of

steps to follow. There are no hard rules in
Design Thinking. Just some guidelines that
we will use.

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 Basic principles of “design thinking”

1. Clear Problem Definition

2. Breakthrough Ideas
3. Human centered
4. Solution should be economic social
impact
5. Solution should be multiple iterations
6. Collaborative systematic process
 How can we measure quantitatively
whether a company is more innovative than
another?

 I am sure your list includes things like:

number of products launched, number of
patents filed, other metrics like revenue,
R&D budget, R&D budget/employee, sales
from new products, trademarks, etc.

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 So, patent data is easily available and it is a
good measure of innovation. Does it mean
that if Company A has more patents than
Company B, it is more innovative than
Company B?
 Not necessarily

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The prototype product may be,

Innovation problem and Existing solution

OR
Existing problem and Innovation solution
OR
Innovation problem and Innovation solution

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History of Design thinking
Four Noble truths
1. Dukkha: The truth of suffering in the world,
acknowledgement of suffering:
because of death, birth, aging, diseases, losing of
like things etc..Therefore Buddha suggested that
happiness and suffering is part and parcel of our
life

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History of Design thinking
Four Noble truths
2. Samudhaya: The root cause of suffering, i.e. source
of suffering: Meditate, Talk to experts, talk to family
members for finding the root cause

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History of Design thinking
Four Noble truths
3. Nirodha or Cessation: The end of suffering, After
finding the root cause of suffering then find how to
mitigate

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History of Design thinking
Four Noble truths
4. Marga: Path to the end of suffering,
Set yourself a path to the end of suffering

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History of Design thinking

S.No The four Design Description

Noble truths thinking
1 DUKKHA Empathy Know the customer suffering
2 SAMUDAYA Analyze Know the Root cause of suffering
3 NIRODHA Solve End to the suffering by offering
your solution with your
idea/Innovation
4 MARGA Test Make sure their suffering are end
or their problems are over

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Design Thinking approach
Below is the simple one liner for the approach we
will dive into.
 Empathy - we will know our customers in this
stage
 Define (Analysis) - here we narrow down on a
problem to solve
 Ideate (Solve) - this is when we generate bunch
of ideas to solve the problem
 Prototype (Solve) - making something that
demonstrates the idea
 Test - validating our solution

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Design Thinking approach

• know the user and understand their

Empathize needs

• frame the problem in a user-

Define centered way

• come up with as many new solutions

Ideate as possible

• experiment and turn ideas into

Prototype tangible product

• test the prototype with real users

Test and get feedback

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Lets summarize

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The Design thinking Process - Business driven

Empathy/Research>Create Needs
Analysis>Fit Users
Ideate/Solve>Create Variations
Test>Test and Verify
Build>Develop Technology
Implement >Business Plan
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Who is Design thinker?

 A design thinker is a person who applies

the design thinking process to solve the
problems and find creative innovative
solutions in any field or domain

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Innovation from Pushpa movie
https://drive.google.com/file/d/1j8dp0EFMW
aJymv6mt4vqFHQ555k7ie1l/view?usp=sha
ring

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Business strategy from Pushpa movie
https://drive.google.com/file/d/1aztshxD20x
Damb-
duKXyw_wXa3LDcEj1/view?usp=sharing

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Task-1
 What are the steps in Design thinking
 What is the inspiration for Design
thinking
 What are some good examples of human
centered product or service
 What is opinion on innovation

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Session-2

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Important terminologies

Inter-disciplinary: Co-operative:
Inter-disciplinary team has Co-operative working means that
members with different you share the workload with your
backgrounds and skill sets. group team members.

Group-work: Collaborative:
Group work involves team Collaborative working means that
members working together as a you work-together with your
team usually without hierarchy. group team members at the same
time.
Participative: Iterative:
Participative design process is Iterative design process is a cyclic
involves users at different phases of process that involves improving the
the design process and to seek design solution based on feedback
their feedback.

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 Identification of Design thinking
Theme and scenario
for
formulation of problem statement
and
development of solution

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Project based hands-on learning

 Here the participants of the FDP will

identify, study, analyze, ideate and find
innovative solutions to a live contextual
problem as an open design challenge.

 Select your Project Topic for any of

the 17 SDGs

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Sustainable Development Goals

https://sdgs.un.org/goals

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How to do Secondary Research?
 These are the steps involved in Secondary
Research:
1. First, Identify your Problem Area/Topic for the
DT project
2. Identify sources of secondary research relevant
to your topic.
3. Collect relevant information/data
4. Document the information/data in appropriate
categories in folders (using sharable drives,
Miro/Figma Board, etc. are helpful)
5. Make sure to note down full references

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Project outcomes
A. Product Design E. Service Design
Design of Design of services addressing
Products/Artifacts/Devices useful issues for any of the 17 SDGs
for any of the 17 SDGs
B. Environment Design F. Communication Design
Design of Home/Office/Public Design of
Spaces on issues for any of the 17 Identity/Campaign/Narratives/Vide
SDGs o on issues for any of the 17 SDGs
C. Game/Toy Design G. Learning Design
Card/Board Game or a Toy based Learning content on addressing
on addressing issues for any of the issues for any of the 17 SDGs
17 SDGs
D. Digital Design H. Open Design of your choice
Design of an interactive digital Open Design Challenge of your
system/device/ software addressing choice addressing issues for
issues for any of the 17 SDGs any of the 17 SDGs

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Empathy

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Purpose of the 5Ws and 1H Matrix Table:

 In this exercise, answering the questions

5Ws and 1H is useful in better
understanding of issues concerning the
topic.

 Making a 5Ws and 1H Matrix Table gives an

understanding of the topic from different
points of views as well as making cross-
connections between information in
different cells.
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5Ws and 1H Matrix table - Example
Activities Environments Behavior

When? Children usually have at home in the morning Children's behavior

a daily routine: evenings and at night at is dependent on
Getup> breakfast school in the daytime at their comfort
>school > lunch > playground in the levels, tiredness,
study play homework evening rest-times, etc.
>tv >dinner> sleep

Where? Children's activities Children's environment Children are

happen mainly at is made up of Home, comfortable in
Home, School and School, Playground, environments that
Playgrounds Outings, Celebrations, are familiar to
Make- believe world, them
etc.
Whom? Children are social at home with parents, Children are
and would like to Siblings, Grand Parents, usually friendly
interact with Parents, Neighbors – with those that are
Siblings, Grand at school with teachers, familiar
Parents, Teachers, school mates at
Friends and neighbors playground
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Input through brain storming
Brain storming

 Is used to understand the topic, find the

components and parts of your topic and
get an over all world view of your topic
 It can again be used as a technique to
generate alternate ideas at the ideation
stage of the project

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For example, keywords for topic world of children
Write all possible keywords for the above topic

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For example, keywords for topic world of
children
Sorting them into groups

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For example, keywords for topic world of
children
Title for the groups

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For example, keywords for topic world of
children
Affinity links

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Empathize
(Understand the problem/opportunities)

 Understand the scenario using 5Ws & 1H and brain

storming
 By self experiencing the scenario
 Spend lot of time with consumers (Observation of
emotional feelings in reality by going to the field of target
segment)
 Talking with target segment (Interview)

Activity: Frame the all the activities in chronological order

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Empathy
 Ask yourself the following questions
after self experiencing, observation and
interview:
 Have you identified your target user? Who
are you solving for?
 Have you collected data from a wide user
set?
 Do you have a mix of both qualitative
(observations, conversations) and
quantitative data (surveys)?
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Session-3

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Empathy (Process):

Tool:
Customer Journey Map (CJM)

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 Task-3 CUSTOMER JOURNEY MAPPING
PROCEDURE

 Correct the procedure according to the

new insights
 Mark the emotional highs and lows using
smileys and sadeys
 Develop CJM
Task-3 Procedure
1. Work on your scenario
2. Interview at least 2 people from other groups as your
customers
3. Draw a customer journey map of both of them (Draw
pictures, if you want)
 List the problems of your user
 Mark the emotional highs and lows on your map
(☺ and ☹)
Gather information - Listen & Watch carefully
• Understand the situation
• Observe, immerse and learn from the
product/Usage context
• Identify user needs and problems, goals, pain
points and tasks to be done

[Get attached to the need, not the 1st idea.]

Around 50% of the companies aren't talking to
users during development.
McKinsey's (Oct 2018)

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 Stage 2: Analyze and define

 To identify exact problem and

understanding the problem
 To identify root cause

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