Innovation & Design Thinking – Module 1

Module – 1 Process of Design

Table of Contents

1. Understanding Design thinking Shared model in team-based design

2. Theory and practice in Design thinking
3. Explore presentation signers across globe
4. MVP or Prototyping

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 Innovation & Design Thinking – Module 1

Design Thinking
Design Thinking is a human-centered approach to problem-solving that focuses
on understanding user needs, generating creative solutions, and iterating
through prototyping and testing. It is widely used in product design, business
innovation, and service development.
The Five Phases of Design Thinking
1. Empathize – Understand the users, their experiences, and their
challenges through research, interviews, and observations.
2. Define – Clearly articulate the problem based on insights gathered during
the empathy phase.
3. Ideate – Brainstorm and explore a wide range of possible solutions
without judgment.
4. Prototype – Build simple, low-cost prototypes to quickly test concepts
and ideas.
5. Test – Gather feedback from real users to refine and improve the
solutions.
Key Principles of Design Thinking
• User-Centered: Focus on the needs, behaviors, and experiences of users.
• Iterative Process: Revisit and refine ideas continuously based on user
feedback.
• Collaboration: Encourage teamwork and input from diverse
perspectives.
• Creativity & Experimentation: Explore unconventional ideas and test
different approaches.

History of Design Thinking

The concept of Design Thinking has evolved over time, drawing from
disciplines like architecture, engineering, and cognitive science. Below is a
historical overview of its development:
1. Early Foundations (1950s–1960s)

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• The roots of design thinking trace back to Herbert A. Simon, a Nobel

laureate who described design as a way of thinking in his book The
Sciences of the Artificial (1969).
• John E. Arnold, a professor at Stanford University, emphasized creative
problem-solving in engineering and product design.
• Horst Rittel and Melvin Webber introduced the concept of “wicked
problems” in 1973—complex, ill-defined problems that require
innovative thinking.
2. Rise of Design Methodology (1970s–1980s)
• The Design Methods Movement emerged, advocating for systematic
approaches to design.
• Bruce Archer and other researchers at the Royal College of Art
developed structured design processes.
• In 1987, Peter Rowe published Design Thinking, which explored how
architects and urban planners solve problems creatively.
3. Human-Centered Design (1990s–2000s)
• IDEO, a leading design consultancy, popularized human-centered
design and design thinking as a process for innovation.
• David Kelley, co-founder of IDEO and the Stanford d.school, played a
crucial role in bringing design thinking to business and education.
• Companies like Apple, Procter & Gamble, and IBM started integrating
design thinking into product development.
4. Mainstream Adoption (2010s–Present)
• Design thinking spread beyond product design into fields like business
strategy, healthcare, education, and social innovation.
• Stanford d.school, IDEO, and other organizations developed frameworks
and training programs.
• Today, design thinking is a key methodology for solving complex
challenges, used by startups, corporations, and governments worldwide.

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Modern Applications
• Business Innovation: Used by companies like Airbnb and Google to
create user-friendly experiences.
• Healthcare: Applied in patient care improvements and medical device
design.
• Education: Schools and universities use design thinking to foster
creativity and problem-solving.
• Social Impact: Nonprofits and governments leverage it to tackle global
challenges like poverty and sustainability.
Key Features of Design Thinking
Design Thinking is a structured yet flexible approach to problem-solving that
prioritizes user needs and creative innovation. Here are its key features:
1. Human-Centered Approach
• Focuses on understanding the needs, behaviors, and experiences of users.
• Encourages empathy by observing and engaging with users to uncover
real pain points.
2. Iterative Process
• Involves continuous refinement of ideas through testing and feedback.
• Solutions evolve based on real-world interactions rather than following a
linear path.
3. Collaborative & Interdisciplinary
• Encourages teamwork across diverse disciplines (designers, engineers,
business strategists, etc.).
• Leverages different perspectives to develop innovative solutions.
4. Problem Framing & Reframing
• Helps redefine the problem from a user’s perspective rather than
assuming predefined solutions.
• Encourages challenging existing assumptions to find fresh insights.
5. Experimentation & Prototyping

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• Uses low-cost, quick prototypes to test ideas and refine them based on
user feedback.
• Encourages risk-taking and learning from failures early in the process.
6. Bias Toward Action
• Emphasizes doing and testing over excessive planning and analysis.
• Encourages real-world engagement instead of relying solely on
theoretical research.
7. Visual Thinking & Storytelling
• Utilizes sketches, diagrams, and prototypes to communicate ideas
effectively.
• Uses storytelling techniques to connect with users emotionally and
explain solutions compellingly.
8. Scalability & Flexibility
• Can be applied to various industries, from product design to business
innovation, healthcare, and education.
• Adaptable to both small projects and large, complex problems

Benefits of Design Thinking

• Design Thinking is widely used across industries because it fosters
creativity, enhances problem-solving, and leads to innovative solutions.
Here are some key benefits:
1. User-Centered Innovation
• Ensures solutions are designed around real user needs, improving
customer satisfaction.
• Helps businesses create products and services that are more intuitive and
desirable.
2. Encourages Creativity & Innovation
• Promotes "out-of-the-box" thinking by exploring unconventional ideas.
• Encourages brainstorming and rapid experimentation to discover
breakthrough solutions.
3. Faster Problem-Solving
• Speeds up the innovation process by using rapid prototyping and testing.
• Reduces time spent on lengthy planning, focusing instead on real-world
testing and learning.
4. Reduces Risk & Cost

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• Helps businesses identify and fix issues early through iterative

prototyping.
• Prevents costly mistakes by validating ideas with real users before full-
scale implementation.
• 5. Enhances Collaboration & Teamwork
• Brings together diverse perspectives (designers, engineers, marketers,
etc.) for well-rounded solutions.
• Encourages open communication and co-creation, fostering a strong
team culture.
• 6. Increases Business Success & Market Fit
• Results in products and services that better meet customer needs, leading
to higher adoption rates.
• Helps companies differentiate themselves from competitors with unique,
user-friendly solutions.
• 7. Adaptable to Any Industry
• Works across fields like business, healthcare, education, government,
and technology.
• Can be applied to small startups, large corporations, and even social
impact projects.
• 8. Promotes Continuous Learning & Improvement
• Encourages an iterative approach where failure is seen as a learning
opportunity.
• Ensures ongoing refinement of solutions based on feedback and evolving
user needs

What is a Shared Model in Team-Based Design?

• A shared model refers to a common understanding and framework that a

team uses to approach design challenges. It ensures that all team
members:
Share a common language and approach to problem-solving.
Align their goals, processes, and methods.
Work collaboratively, leveraging diverse skills and expertise.

Key Elements of a Shared Model

1. User-Centered Focus – The team collectively prioritizes user needs.

2. Defined Design Process – A structured but flexible approach
(Empathize, Define, Ideate, Prototype, Test).
3. Collaborative Tools & Methods – Shared brainstorming, prototyping,
and testing.

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4. Continuous Feedback & Iteration – Learning from user insights and

refining designs together.

2. How Design Thinking Enhances Team Collaboration

Encourages Diverse Perspectives – Teams with varied backgrounds

generate more creative solutions.
Facilitates Open Communication – A shared model helps avoid
misunderstandings.
Improves Efficiency – Having a common framework speeds up decision-
making.
Strengthens Innovation – Iterative processes ensure continuous
improvement and adaptability.

3. Steps for Implementing a Shared Model in Team-Based Design

Step 1: Establish a Common Framework

• Define the design thinking process that everyone follows.

• Align on goals, methods, and terminology.

Step 2: Foster Cross-Disciplinary Collaboration

• Encourage team diversity (designers, engineers, marketers, etc.).

• Use brainstorming sessions to integrate multiple perspectives.

Step 3: Utilize Collaborative Tools

• Use digital whiteboards (Miro, MURAL, FigJam) for shared ideation.

• Implement prototyping tools (Figma, Sketch, Adobe XD) for
visualization.

Step 4: Prioritize Iterative Testing & Feedback

• Test early and often with real users.

• Ensure continuous learning and improvement through feedback loops.

Step 5: Cultivate a Design Thinking Culture

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• Encourage experimentation and risk-taking.

• Foster a mindset of continuous learning and adaptability.

4. Real-World Example of a Shared Model in Team-Based Design

Airbnb used design thinking to create a shared model between designers,

engineers, and business strategists. By aligning on a user-centered framework,
they improved customer experience and revolutionized the travel industry.

Google applies design sprints (a shared model of rapid prototyping and

testing) to drive innovation in products like Google Maps and Gmail.

Conclusion

A shared model in team-based design ensures that teams collaborate

effectively, innovate efficiently, and remain user-focused. By embracing Design
Thinking principles, organizations can create breakthrough solutions that truly
meet user needs.

Media Models

• A Media Model Framework typically refers to a conceptual structure used

to understand, analyze, and design media-related projects or systems. This
framework helps to organize and integrate various components of media
content, delivery, and consumption, ensuring that different media elements
align with strategic goals, user needs, and technological capabilities.

❖ A media-model frame-work is required which categorizes media according

to levels of resolution and abstraction.
❖ This framework can be used to assess characteristics of various models and
as a general guide for discerning differences between media types.
❖ Designers can utilize the media-model framework to make informed
judgments about appropriate prototyping and modeling approaches within
various stages of the design process.
❖ New research in the application of media-models to Business Process
Modeling (BPM), which traditionally employs electronic media (in the
form of complex computer-generated flow-charts) aids in the generation of
Business Process Models.
❖ This research has resulted in the development of an innovative modeling
tool, called Tangible Business Process Modeling, or TBPM.

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1. What is a Tangible Business Process Model?

A TBPM transforms business operations into concrete, visual, or

interactive models, often integrating technology, prototypes, or
simulations. It helps organizations visualize workflows, optimize
efficiency, and identify bottlenecks.

Key Characteristics:

Physical or Digital Representation – Uses flowcharts, simulations,

3D models, or real-world prototypes.
User-Centric – Designed for employees, managers, and stakeholders
to interact with.
Real-Time Adaptation – Allows businesses to test and refine
processes before full implementation.
Data-Driven – Uses analytics, AI, and automation to enhance
decision-making.

2. Types of Tangible Business Process Models

Physical Business Process Models

• Concept: Uses real-world objects or diagrams to represent business

workflows.
• Example:
Lego Serious Play – Teams use LEGO bricks to build business
strategies.
Process Mapping Boards – Physical flowcharts with moveable
components.

Digital Process Models (Simulations & Prototypes)

• Concept: Uses software tools and digital simulations to model

processes.
• Example:
BPM Software (Bizagi, Signavio, ARIS) – Helps businesses create
process maps with automation.
Digital Twins – Virtual representations of physical business
operations.

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Augmented Reality (AR) & Virtual Reality (VR) Models

• Concept: Uses AR/VR to visualize complex processes interactively.

• Example:
Factory Process Simulations – Uses VR to train employees in
production workflows.
Retail Customer Flow Analysis – AR heatmaps show in-store
customer movements.

AI-Driven & Automated Models

• Concept: Uses AI to predict, optimize, and automate business

workflows.
• Example:
AI-Powered Chatbots – Automate customer support & sales
processes.
Predictive Business Process Automation – AI forecasts workflow
bottlenecks & suggests improvements.

3. Benefits of TBPM in Business Operations

✔ Improved Process Visibility & Communication

• Tangible models make business processes clearer for employees and

stakeholders.
• Example: A physical Kanban board helps track project tasks in real-
time.

✔ Enhanced Collaboration & Innovation

• Interactive models encourage team brainstorming and problem-solving.

• Example: Using Lego Serious Play for business strategy workshops.

✔ Reduced Errors & Inefficiencies

• Digital simulations help test business strategies before implementation.

• Example: Running AI-based simulations to predict demand in supply
chains.

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✔ Faster Decision-Making

• AI-driven TBPMs analyze real-time data to optimize workflows.

• Example: AI-based workflow automation for invoice approvals.

4. TBPM Framework: Step-by-Step Implementation

Step 1: Identify the Business Process

✔ Define the process you want to model (e.g., order fulfillment, customer
onboarding).

Step 2: Select the Right Tangible Model

✔ Choose between physical (boards, prototypes) or digital (BPM

software, AI, VR/AR).

Step 3: Design the Model

✔ Map out workflows using flowcharts, AI tools, or interactive

simulations.

Step 4: Test & Analyze

✔ Use real-world scenarios or digital simulations to evaluate

effectiveness.

Step 5: Optimize & Automate

✔ Improve efficiency by integrating AI and automation where needed.

5. Example: TBPM in Supply Chain Management

Business Process: Product delivery & logistics.

Tangible Model Used: Digital Twin + AI Automation.

Implementation:
3D Virtual Model of the Supply Chain – Simulates production &
delivery routes.

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AI Forecasting – Predicts delivery delays & optimizes routes.

Automated Inventory Tracking – Uses RFID & IoT sensors

Theory And Practice Of Design Thinking

The Theory of Design Thinking
Design Thinking as a theory is built on several key foundations:

Human-Centered Approach
• Rooted in cognitive psychology, anthropology, and sociology, Design
Thinking focuses on understanding user needs and behaviors.
• Theoretical Basis: Inspired by Herbert Simon’s (1969) idea of design as
a “way of thinking” and Donald Schön’s concept of the reflective
practitioner.

Problem-Solving & Wicked Problems

• Design Thinking is suited for solving “wicked problems”—complex,
ambiguous challenges with no clear solution (introduced by Horst Rittel
and Melvin Webber in 1973).
• It encourages reframing problems to uncover deeper insights.

Iterative and Non-Linear Thinking

• Unlike traditional linear problem-solving, Design Thinking follows an
iterative cycle of learning and refinement.
• Theoretical Link: Aligns with Kolb’s Experiential Learning Cycle,
where learning happens through doing, reflecting, and refining.

Collaboration & Interdisciplinary Thinking

• Encourages teamwork across disciplines to combine diverse
perspectives.
• Theoretical Influence: Draws from systems thinking and
organizational psychology, emphasizing collective intelligence.

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2. The Practice of Design Thinking

In practice, Design Thinking follows a structured process while remaining
adaptable.

The 5-Stage Process (Stanford d.school & IDEO Model)

1. Empathize – Research user needs through interviews, observations, and
engagement.
2. Define – Synthesize findings into a clear problem statement.
3. Ideate – Generate multiple creative solutions.
4. Prototype – Build low-fidelity versions to test ideas quickly.
5. Test – Gather feedback and refine solutions iteratively.

Practical Tools & Methods

Empathy Maps – Visualizing user emotions and experiences.

Personas – Creating fictional users to guide design.
Brainstorming & Mind Mapping – Generating and structuring ideas.
Rapid Prototyping – Using low-cost models (paper sketches, digital
wireframes).
User Testing – Collecting real-world feedback to improve designs.

Real-World Applications

Apple – Used Design Thinking to develop intuitive interfaces (e.g., iPhone,

Mac OS).
Airbnb – Transformed their platform by understanding travelers' pain
points.
IBM – Integrated Design Thinking across teams to improve software and
customer experience.
Exploring the Work of Designers Across the Globe
• Research found that the nature of relationship between the client and
consultant was experienced differently in different regions
• In North America re;ationship was collaborative Customer got involved
actively in projects even in framing the problem and the need.

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• In Europe relationship was not collaborative and there is greater distance

between the designer and client. There is resistant from client slide to
reverse relationship and being friendly
• Asian clients were similar, designers ask the clients to make choice in the
concept of design in midstream
MVP Or Prototyping
1. What is Prototyping?

Definition:
A prototype is a preliminary model or mockup of a product used to test
concepts, design, and usability before full development.

Purpose:
• Helps validate ideas before coding or manufacturing begins.
• Focuses on user experience (UX), design, and functionality.
• Used for feedback and iteration in early-stage development.

Types of Prototypes:

Low-Fidelity (Lo-Fi) Prototypes – Sketches, wireframes, or paper

mockups to visualize ideas quickly.
High-Fidelity (Hi-Fi) Prototypes – Interactive, digital representations with
real UI elements (e.g., Figma, Adobe XD).
Functional Prototypes – Simulated versions of a product with limited
features for usability testing.

When to Use Prototyping?

Exploring multiple design ideas.

Gathering early user feedback.
Testing functionality before development.
Aligning teams on product vision.

2. What is an MVP (Minimum Viable Product)?

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Definition:
An MVP is the simplest functional version of a product that includes core
features needed to test viability and gather real-world user feedback.

Purpose:
• Launch quickly with essential features to test market demand.
• Collect real user data to improve the product iteratively.
• Avoid wasting resources by building unnecessary features.

Characteristics of an MVP:

Functional & Usable – Unlike prototypes, an MVP is a working product.

Limited Features – Only includes must-have features, not nice-to-have
extras.
Real Users, Real Feedback – Released to early adopters for testing.

When to Use an MVP?

Validating a business idea with real users.

Testing market demand before full-scale development.
Gaining investor confidence by demonstrating traction.

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