Design Thinking

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SUB: DESIGN HUMANICS

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.

• The iterative design process.


• a method to think of unimaginable solutions and then trying to make them not just feasible, but also
viable.

• Design thinking is a blend of Logic, Powerful Imagination, Systematic Reasoning


and Intuition to bring to the table the ideas that promise to solve the problems of the clients with
desirable outcomes.

• 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.

• Design thinking helps to gain a balance


between the problem statement and the
solution developed.

• A design-oriented mindset is not problem


focused, but solution
focused and action oriented.

• It has to involve both analysis and


imagination.
Design thinking helps people of every profession to arrive at solutions in a planned, organized, and
systematic manner.
The step-by-step process helps to create solutions with both the problem statement and the required
solution in mind.
THE PRINCIPLES OF DESIGN THINKING

• 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.

These four principles form the foundation of the design thinking


process.
A design thinker needs to form his ideas and put them forward
based on these principles.
THE FIVE-STEP PROCESS OF DESIGN THINKING
• The design thinking process or method has five steps in all to be followed.

• 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

Consider a Modular Kitchen Design project.

Examine the project as a Designer.

Determine and explain Design Thinking Process.


Explain at what all stages and how design thinking process is involved in the
project.
What is
Design Thinking
Action Plan?
It’s a framework that contains series of action phases
that execute Design Thinking Process.
Design Thinking Action Plan consists of 5 phases
and each action phase has specific Activities,
Tools and Deliverables to achieve
desired objectives.
Stage 1: Empathize
• During this phase, we need to pit ourselves into end user’s shoes, deep dive into learning
their needs, uncover the problem that we are trying to solve.

• 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

Developing empathy map and personas based on research

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.

The team challenges status quo by asking intriguing questions like:


What is the problem we are trying to solve?
Have we identified the problem and is it a real one?
Are we moving in the right direction and we have all the relevant
information like problem definition, constraints, impact etc.
Who are we helping here?
Identify the users/user groups who would get benefitted
What is the differentiator and value proposition?
What are the various scenarios and situations?
Identify all use cases and interactions that lead to various
emotions like
happy, angry, sad, fear, surprise etc.
How and When does a scenario/incident occur?
Stage 3: Ideate
This is the critical and the most celebrated phase of Design Thinking.
The team will be challenged to think out of the box and brainstorm on ideas.
This is the most fun and enjoyed activity. The teams involved are encouraged to come up
with maximum number of ideas in a single session
The team members involved here wear the hats of dreamers, thinkers and future
visionaries.

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.

The aim is to identify the best possible solution for


each of the problems identified during the first
three stages. The solutions are implemented within
the prototypes and, one by one, they are investigated
and then accepted, improved or rejected based on the
users’ experiences.

By the end of the Prototype stage, the design team


will have a better idea of the product’s limitations
and the problems it faces. They’ll also have a clearer
view of how real users would behave, think and feel
when they interact with the end product.
Stage 5: Testing

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.

Expand the horizons, inculcate growth oriented mindsets in designers


How to Cultivate
Develop a common language and framework for design thinking as an
Design Thinking Culture innovation catalyst.
in organizations ?
Learn practical tools and techniques you can use on the job
The key elements of a design driven Equip team members with design thinking action plan, activities,
culture include a better tools/templates, and checklists
understanding of the customer, bring in
empathy, Decisions should be taken around user’s anxieties, challenges
designing in real time with customer Establish standard set of rules to govern team collaboration and
customer co-creation
experience as the top
priority, acting swiftlybased on user Develop an integrated design thinking model with business processes
feedback. that improves innovation outcomes

Establish a clear guidelines and rulebook about when NOT to use


design thinking
Netflix
How Netflix Uses Design Thinking to Reinvent Itself, Over and
Over
It transformed from a DVD delivering company to a streaming service and is now more and more producing its own
movies and series.

Netflix’s Early Days

1997 August 29th – Netflix was founded

•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.

1998 April 14 – Website launch


•On the first day Netflix got 137 orders, but needed to buy more servers the same day as the website crashed. 
1999 – Subscriber-based business model
•Netflix changed their business model from fee per movie to unlimited DVD rentals for one low monthly price.

In 2002 Customers complained about delivery time of the DVD’s


•Netflix opened regional warehouses as a response for overnight delivery.

2007 – Netflix begins streaming content


•As technology advances and enables streaming, Netflix decides to test streaming in Canada with 1,000 titles  

2010 – Blockbuster files for bankruptcy. 


•As Blockbuster didn’t focus on the needs of its customers it went out of business. 

2012 – Netflix starts making original shows 


•They released the first show Lily hammer and then House of Cards, which was a big success. 

2016 – Instant Trailer launch instead of pictures


•User Engagement was increased by directly starting the trailer from movies, instead of just showing a still image.
Design Thinking @Netflix

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

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