Assignment

DESIGN THINKING
Write Up on Videos of Previous Session

1st Video (The Shopping Cart) - Designer at Ideo. Ideo has designed every high
tech equipment. They are not expert at any particular area rather they focus on
process. How to innovate by applying a process. They chose a project leader not
because he was senior but because he was good with group. There were more
members like mbaian, linguist, marketing expert, physiologist, biology major.
Safety emerges early, safety was became major concern and theft. There were no
titles and permanent assignment. The team splits into group to find out firsthand
what the people use, make and repair shopping cart really thinks. The trick was to
find the real expert to learn more quickly. They found that the cart was not good
for the one with children, it was not safe. So the seat needs to be redesigned. Only
professional shoppers left the cart at the place. They returned back and each team
demonstrated and communicated everything they learnt. One conversation at a
time. Stay focused on topic encourage wild ideas.
Before judgment built on the ideas of other. Hardest thing people do to restrain
themselves from criticizing an idea. Enlighten trial and error succeed over the
planning of the lone genius. If anything sums up idea and approach that is it.
They made different models of the cart. They decided to take a piece from every
idea and put them together. And finally they came up with a best prototype that
finally did work. The cart wheel turned 90 degree, and sideways, no more lifting,
the bags are hung on hook with no more concept of basket
Take Aways
 Group of self-appointed adults and give each team a need area.
 If you don’t work on time constraint you could never get anything done.
 Fail often in order to succeed sooner was the saying so they try and gave up
on many prototypes.
 Open minded boss who demand fresh idea.
 A belief the chaos can be constructive.

2nd Video (The Good Kitchen) – To illustrate the process of design thinking video
of good kitchen story was shown us. It involves different tools and approaches.
Design thinking can be used to solve ever type of problem.
Problem - Country recognized the ageing of the population presents many
challenges.
Place – Denmark
125000 senior citizens rely on Gov. Sponsored meal
Municipality deliver food to the citizen who suffered from reduced ability to
function.
Many of them have nutrient challenges and poor quality of life because they do not
eat much. Seniors were malnourished.
The municipality decided to dedicate their effort to improve meal service for
seniors and called innovation firm hatch and bloom firm for the same.
Initially by taking a very narrow problem base to fix the menu in order to get
senior eat more and asked elderly client about their menu preferences.
No problem can be solved with such a narrow problem base. Later they built a
completely redesigned meal service that offered higher quality, flexibility and
increased choice. This emerged from user centric designed approach
 They began by explaining what is - Digging deep into senior behavior, their
needs and wishes using observing and interviewing. Try to know about their
unarticulated need. The approach they chose to use was ethnographic. The
tool they use was journey mapping. Follows a customer or stakeholder as
they go through a product or process. Journey mapping identifies that most
of the articulated need are on the emotional side. Making this tool valuable
for identifying hidden opportunity that create values for people.
Hatch and bloom use journey mapping to trace the experience of elderly people
from beginning to end. The ride with food service to deliver the food, they watch
how they prepare food, set table and also ate food
The also inspects the area where food was prepared and found that the employee
was demotivated because working in a public service kitchen was considered as
low status job. So now it was not enough only to focus on the need of elderly
employees. There was also a need to focus on the need of employees who was
preparing and serving food. They under stood why this dual focus was necessary.
So they decided to broaden the scope of project and not just be confined to the
fixing the menu.
This way interesting insights began to emerge. Both the seniors and employees
were having emotional needs which were not being met. They were both have
feeling of loneliness and disconnection and alienation. They hated eating alone
because they reminded they were not with their family.
Workers were bored and unmotivated creating the same meals day after day not
because they lack skill but because perceived economic and legislative constraints
from doing something. Hatch and bloom team discovered that the kitchen staff do
care and wanted to do good.
 Once they finished the ethnographic stage they moved to ‘what if’ stage -
They wanted to in list broader group of stakeholder and wanted to co-create and
wanted to build a better meal service
They conducted workshop and the participants were –
- Employees of residential care centers
-Municipality official
-Volunteers
-Kitchen workers
-Experts in elderly issues.
Inviting key stake holders into the design process create ownership and
engagement as well as produce better ideas.
They then started brain storming and started to ask questions like what if this
public service food delivery organization were a restaurant.
Thereof they converted
- Kitchen to restaurant
-cooks to chefs
-vehicles to waiters
-description to menu.
• After that they moved to ‘what wows ‘stage
This time co creation used to test ideas rather to create them.The third workshop
was of the prototyping from what if workshop. Hatch and bloom worked on 3
different version of menu. They used design tool called visualization one of the
essential tool. Converting the idea to tangible and concrete and includes drawing
pictures, tell a story, take photo or make a map and make abstract idea more public
Clear and understanble to others.
 After that next stage was ‘what works’- They didn't talk to people about
different options they show them different options.
RESULT
This results in some good ideas of - new uniform, new name that reflected
everybody’s aspiration, new communication channel i.e. the newsletters and
comment card. To keep kitchen staff and customers close to each other.
They both built professional and personal relationship with each other.
Reorganizing the menu, and approving the descriptions of the meal shows
 500 % increase in certain meal orders in the first week alone. The kitchen
workers were much more satisfied and motivated and the customers were
happier with the food.
It was more than developing a new product or service it’s about innovation the
entire business model.

Submitted By – Somya Mathur