Design Thinking
Design Thinking
Design Thinking
SESSION 01
INTRODUCTION OF DESIGN THINKING
AR.AKANKSHA PENDHARKAR.
DATE: 11-02-2023
DESIGN TO DESIGN THINKING
DIRECT DESIGN
• Design or making , has been classically understood to be a process of turning ideas into things
• In this design process there is a vision or an idea, it can be figured out by some drawings work with
fabrications of crafts and if everything worked out right then it be materialized.
• So, there is a direct correspondence between ideas, drawings, and finished products. This design process
called as Direct Design
• While doing the direct design it marginalizes and ignores the agency of things, environments, users and
relations.
• Direct designs are criticized that these are not responsive to real world conditions.
From an awareness of the power of engagement ,a new and expanded form of design emerged called as
RESPONSIVE DESIGN
• Responsive design is just that it begins in a considered response of the world rather than an idea comes from
designers.
• Design now become about all the interactive processes needed to make anything come into being.
Responsive design came in many from environmental design to human centered design
• In responsive design the most popular form is “Design thinking”
• The simplest way to understand how responsive design transforms direct design is to see that it adds a new
critical step prior to beginning of direct design called Consultation.
DESIGN THINKING - INTRODUCTION
• Design thinking is a methodology for finding simplicity in complexity, improving quality of experience
with the designed products and serving the needs of customers by addressing the target problem faced by
them.
• Design thinking is a five-step process, where each step focuses on a specific goal. Each of the steps is
independent of the next step but is borne out of the previous step. Design thinkers are expected not to think
of the following steps when working on one step.
For example, it is not recommended to think of solutions, when the problem is being defined. The
problem definition must be written in detail without missing any point, even if it makes finding a
solution difficult.
FEATURES OF DESIGN THINKING
• Design thinking is a methodology that
designers use to brainstorm and solve
complex problems related to Designing and
Design engineering.
• The Human Rule - This rule states that all kinds of design
activity are ultimately social in nature.
• The Ambiguity Rule - This rule requires all design thinkers to
preserve ambiguity in the process design thinking.
• The Re-design Rule - The re-design rule states that all designs
are basically examples of re-design.
• The Tangibility Rule - The tangibility rule states that making
ideas tangible always facilitates communication between
design thinkers.
• The process starts with empathizing with the problem of the customer or the end-user. The
process then moves to ideate on solutions using divergent thinking.
ASSIGNMENT 01
• The team talks to key stakeholders and users through brainstorming sessions and interviews to develop
sound knowledge on their experiences, interactions etc.
• It is putting aside ones learning, culture, knowledge, opinions, and worldview purposefully in order to
understand other peoples’ experiences of things deeply and meaningfully.
• It requires a strong sense of imagination to be able to see through another person’s eyes.
• Why to empathize?
For absorbing and understanding the raw information.
Because we are trained
Whether consciously in our schools or workplaces, or subconsciously from our prior experiences
To form judgements and opinions about others rather than absorbing and understanding the raw data.
Abandon Ego:
In order to empathize with others deeply one needs to tame and put aside our egos.
Adopt Humility:
Through humility one elevates the value of others above oneself, and in turn becomes more empathic.
Be a Good Listener:
One has to stop listening to ones inner conflicting voices and allow others voice to resonate. We need to
train ourselves to control our natural tendency to formulate our own opinions and voice in order to listen
which uncovers deeper meaning and experience.
Observation skills:
For close reading of other’s behavior, subtle indications, their non-verbal expressions, body language, and
environments
Care:
One must build a sense of care, a deep concern and desire to want to help, nurture, and provide assistance.
Be Curious:
Curiosity leads ourselves to naturally incline, dig into unexpected areas, uncover new insights, and explore
all aspects of people’s lives.
Be Sincere:
Nothing kills empathy more than a lack of sincerity.
An empathy mapping session:
Assemble your team and have them bring any personas, data,or
insights about the target of your empathy map
Printout or sketch the empathy map template on a large piece of
paper or white board
Hand each team member sticky notes and a marker
Each person should write down their thoughts about end users
on stickies
Ideally everyone would add atleast one sticky to very section
You might ask questions,
An empathy map is a collaborative tool teams Such as:
can use to gain a deeper insight into their end
What would the user be thinking & feeling?What are some of
users
their worries and aspirations?
What would the user see while using our product in their
environment?
What might the user be saying and/or doing while using our
product
What are some of the user’s pain points or fears when using our
product?
Stage 2: Define the Problem by Synthesizing Information
There is a lot of effective methods which helps to analyze and synthesis all the
gathered data. Some of those are as follows:
Telling the most significant and surprising user stories
Mapping all the gathered data brought out open to the fellow team members
Immersing your personas in stories and flesh out the scenarios in which user find
themselves
Point of view, a bold problem statement after understanding the full scope of user’s
world
We derive key insights, formulate hypotheses and informed decisions
from the inputs in
phase.
The goal here is to develop clarity on the problem by asking relevant
questions to stakeholders and users.
Why ideation?
• To ask the right questions and innovate.
• To step beyond the obvious solutions and therefore increase the innovation potential of your solution.
• To bring together perspectives and strengths of team members.
• To uncover unexpected areas of innovation.
• To create volume and variety in your innovation options.
• To get obvious solutions out of your heads, and drive your team beyond them.
• Steps to Ideate
1.Active Facilitation
2.Idea Generation Techniques
3. Select the ideas:
Stage 4: Prototype
The design team will now produce a number of inexpensive, scaled down versions of the product (or specific
features found within the product) to investigate the key solutions generated in the ideation phase.
These prototypes can be shared and tested within the team itself, in other departments or on a small group of
people outside the design team.
What is Testing?
Testing in design thinking means getting feedbacks
from the users about the developed prototype.
These feedbacks helps to understand the users more
deeply.
Why Testing?
Getting feedback is crucial in design thinking, with out
understanding the needs of the user the iterative process
will fail.
If the users facing any problem in the present solution
then the design team must rethink and develop some
alternative solution.
Here are some of the best practices to develop a design driven
culture in your organization.
•Netflix was founded in 1997 by Marc Randolph and Reed Hastings as a video-rental company.
•They realized the big pain point for customers to pick up the DVD’s at stores.
•Therefore, they started offering to mail the DVD’s directly to the customers’ homes and found success in doing so.
•The founder tested the idea by posting DVD’s to their home and when it arrived without any damage, decided to test the idea.
There are 4 phases of design thinking, which can and should be iterated.
1.Clarify “observing a situation without bias”
2.Ideate “brainstorm possible solutions”
3.Develop “develop potential solutions, test, experiment”
4.Implement “implement the successful solution, reiterate if needed ”
To encourage innovation Netflix built an environment that allows failure and motivates employees to try out new ideas.
They’re given a high degree of independence.
In addition Netflix created constant feedback loops for employees.
Results
•DVD (overnight) delivery
•Online Streaming
•In-House production (Squid Game, House of Cards, …)
Lessons Learned
Netflix never stopped to apply Design Thinking and could grow to the industry giant it’s today.
•Think Big, but start small
• When the opportunity due to technological advancement occurred to stream movies online, Netflix took it (tested it
at one location).
•Fail Quickly
• Dropped early efforts to offer streaming, because the technology wasn’t advanced enough yet.
THANK YOU