How

Design-thinking
helps to grow an
innovative culture
& mindset Dharam Mentor @ GDGB
Good Design-thinking is Good Business
Dharam Mentor

Dharam Mentor @ GDGB

 Profitable

Successful/Famous

Good Design-thinking is Good Business

Growth

Specialist/known

Dharam Mentor @ GDGB

 Customers love it

Looks Attractive

Good Design-thinking is Good Business

Innovative

Communicate brand values

Dharam Mentor @ GDGB

Good Design-thinking is Good Business
is a term used to represent a set of
- thinking methods,
- strategic approaches,
- practical processes
by which innovative concepts/solutions
are developed.

Dharam Mentor @ GDGB

 An Innovation Process

Good Design-thinking is Good Business

Follow 5 stage process

Dharam Mentor @ GDGB

 Design-thinking: 5 stage process

1
Empathize

1) During the Empathize stage,

you understand the problem.

Source: Ideo
Dharam Mentor @ GDGB
 Design-thinking: 5 stage process

1
Empathize
2
Define

1) During the Empathize stage,

you understand the problem.

2) During the Define stage,

you (put together) collate the
information

Source: Ideo
Dharam Mentor @ GDGB
 Design-thinking: 5 stage process

1
Empathize
2
Define
3
Ideate

1) During the Empathize stage,

you understand the problem.

2) During the Define stage,

you (put together) collate the
information
3) During the Ideate stage, you
start generating ideas.

Source: Ideo
Dharam Mentor @ GDGB
 Design-thinking: 5 stage process

1
Empathize
2
Define
3 4
Ideate Prototype

1) During the Empathize stage,

you understand the problem.

2) During the Define stage,

you (put together) collate the
information
3) During the Ideate stage, you
start generating ideas.

4) Prototype stage is an
experimental phase, and the aim
is to identify the best possible
solution

Source: Ideo
Dharam Mentor @ GDGB
 Design-thinking: 5 stage process

1
Empathize
2
Define
3 4
Ideate Prototype
5 Test

1) During the Empathize stage,

you understand the problem.

2) During the Define stage,

you (put together) collate the
information
3) During the Ideate stage, you
start generating ideas.

4) Prototype stage is an
experimental phase, and the aim
is to identify the best possible
solution
5) During the testing stage we
understand how people think,
behave and feel about the
Source: Ideo
product/design
Dharam Mentor @ GDGB
 Design-thinking - 5 stage process
leads to 3 types of innovations

Source: Ideo
Dharam Mentor @ GDGB
 Design-thinking - 5 stage process
leads to 3 types of innovations

These innovations are meant to

fulfill the emerging demand

Source: Ideo
Dharam Mentor @ GDGB
 Design-thinking - 5 stage process
leads to 3 types of innovations

These innovations are meant to

fulfill the emerging demand

People
Desirability

Demand is coming
from the consumer’s
desirability
Source: Ideo
Dharam Mentor @ GDGB
 Design-thinking - 5 stage process
leads to 3 types of innovations

These innovations are meant to

fulfill the emerging demand

Use technology to
serve emerging
Demand

Technology
Feasibility

People
Desirability

Demand coming
from the consumer’s
desirability
Source: Ideo
Dharam Mentor @ GDGB
 Design-thinking - 5 stage process
leads to 3 types of innovations

These innovations are meant to

fulfill the emerging demand

Use budget to serve Use technology to

emerging Demand serve emerging
Demand

Business Technology
Viability Feasibility

People
Desirability

Demand coming
from the consumer’s
desirability
Source: Ideo
Dharam Mentor @ GDGB
 Use budget to serve Use technology to
emerging Demand serve emerging
Demand

Business Technology
Viability Feasibility

People
Desirability
Process
Innovation

Demand coming
from the consumer’s
desirability
Source: Ideo
Dharam Mentor @ GDGB
 Use budget to serve Use technology to
emerging Demand serve emerging
Demand

Business Technology
Viability Feasibility

People
Desirability
Process
Innovation
Example:
- Green Printing Technology
- Unique Materials, Special Inks
Demand coming
from the consumer’s
desirability
Source: Ideo
Dharam Mentor @ GDGB
 Use budget to serve Use technology to
emerging Demand serve emerging
Demand

Business Technology
Viability Feasibility

People
Desirability
Emotional Process
Innovation Innovation
Example:
- Green Printing Technology
- Unique Materials, Special Inks
Demand coming
from the consumer’s
desirability
Source: Ideo
Dharam Mentor @ GDGB
 Use budget to serve Use technology to
emerging Demand serve emerging
Demand

Business Technology
Viability Feasibility

People
Desirability
Emotional Process
Innovation Innovation
Example: Example:
- Sophisticated quality - Green Printing Technology
- Sustainability - Unique Materials, Special Inks
Demand coming
from the consumer’s
desirability
Source: Ideo
Dharam Mentor @ GDGB
 Functional
Innovation

Use budget to serve Use technology to

emerging Demand serve emerging
Demand

Business Technology
Viability Feasibility

People
Desirability
Emotional Process
Innovation Innovation
Example: Example:
- Sophisticated quality - Green Printing Technology
- Sustainability - Unique Materials, Special Inks
Demand coming
from the consumer’s
desirability
Source: Ideo
Dharam Mentor @ GDGB
 Example:
- New print technology
- Advance printing

Functional
Innovation

Use budget to serve Use technology to

emerging Demand serve emerging
Demand

Business Technology
Viability Feasibility

People
Desirability
Emotional Process
Innovation Innovation
Example: Example:
- Sophisticated quality - Green Printing Technology
- Sustainability - Unique Materials, Special Inks
Demand coming
from the consumer’s
desirability
Source: Ideo
Dharam Mentor @ GDGB
 Design-thinking leads to
innovate 3 types of innovations

Brand Requirement:
You use budget Business Technology
Wanted to look sophisticated to serve emerging
Demand Viability Feasibility

Product:
Falls under the premium
dental care category
People
Desirability
Design Strategy: Emotional
Adding the glamour quotient Innovation
through the use of special Demand coming
packaging (holographic met from the consumer

pack) materials and inks.

Source: Ideo
Dharam Mentor @ GDGB
 Design-thinking leads to
innovate 3 types of innovations

You use budget Business Technology

to serve emerging
Demand Viability Feasibility

People
Desirability
Emotional
Innovation
Demand coming
from the consumer

Brand Requirement
Ponds rejuvenation

Product
Ponds Age Miracle Range

Design Strategy
Giving a very aesthetically enhanced look which appeals to their target audience.
Dharam Mentor @ GDGB
 Design-thinking leads to
innovate 3 types of innovations

Business Technology You use technology

to serve emerging
Viability Feasibility Demand

People
Desirability
Process
Innovation
Demand coming
from the consumer

Brand Requirement
Capture their belief and philosophy in their brand touchpoints.

Product
Olive Leaf Tea.

Design Strategy
Translating their ideology of capturing all-natural olive goodness into their
packaging by using sustainable material and processes.
Dharam Mentor @ GDGB
 Design-thinking leads to
innovate 3 types of innovations

Business Technology You use technology

to serve emerging
Viability Feasibility Demand

People
Desirability
Process
Innovation
Demand coming
from the consumer

Brand Requirement
Wanted to reduce their footprint and build on their initiatives
towards cleaner, greener, and safer practices.

Product
Shoe Category

Design Strategy
They looked at the most difficult and stagnant issues facing the
retail industry in regards to sustainability and environmental
harm: packaging, and more specifically shoeboxes.
Dharam Mentor @ GDGB
Golden Age
of Innovation is here...

Dharam Mentor @ GDGB

3 trillion economy 5 trillion

Dharam Mentor @ GDGB

Economy growing from 3 trillion to 5 trillion:

Huge opportunity
for growth / sectors

Food and Beverage

Other Sectors

Dharam Mentor @ GDGB

Economy growing from 3 trillion to 5 trillion:

Huge opportunity
for growth / sectors

Food and Beverage

Perfume/Deo

Immunity enhancing Foods

Other Sectors

Dharam Mentor @ GDGB

Economy growing from 3 trillion to 5 trillion:

Huge opportunity
for growth / sectors

Food and Beverage

Perfume/Deo

Immunity enhancing Foods

Personal care
Other Sectors

Protein Foods

FMCG

Plant-based Meat
Superfood
Organic Foods
Dharam Mentor @ GDGB
Economy growing from 3 trillion to 5 trillion:

Huge opportunity
for growth / sectors

Food and Beverage

Perfume/Deo

Immunity Enhancing Foods

Personal Care

Protein Foods

FMCG

Plant-based Meat

Superfood

Organic Foods

Dharam Mentor @ GDGB

Design-thinking
Case study
Personal Care Sector:

Dharam Mentor @ GDGB

How Good Design-Thinking is Good Business

High Quality
High Price
Shampoo - INR 530
Conditioner - INR 630
Total - 1160

Dharam Mentor @ GDGB

 How Good Design-Thinking is Good Business

High Price

Premium market

Low Quality High Quality

Low Price

Dharam Mentor @ GDGB

 How Good Design-Thinking is Good Business

High Price

Low Quality High Quality

How to capture
this aspiring market?
Affordable Luxury

Low Price

Dharam Mentor @ GDGB

 How Good Design-Thinking is Good Business

More Money

How brand Dove applied

Design-thinking process
to increase their product
reach.

Design-thinking was instrumental

Less Quality More Quality to arrive at a new format (sachets)
that eventually made Dove an
affordable luxury brand

Less Money

Dharam Mentor @ GDGB

More
opportunities
for printing

Dharam Mentor @ GDGB

How Good Design-Thinking is Good Business

- More Business
To meet the rising demand brand
- More Products Lifebuoy had to expand into different
- More Design categories which provides more
- More Printing opportunities for more business
Dharam Mentor @ GDGB
How Good Design-Thinking is Good Business

- More Business
- More Products
- More Design
- More Printing Same goes for MTR range of products
Dharam Mentor @ GDGB
How Good Design-Thinking is Good Business

- More Business In less than 16 years brands like ID

- More Products expanded in a short period of time,
- More Design giving a huge opportunity for the
- More Printing printing business to capitalize on.
Dharam Mentor @ GDGB
Coming days
are the Golden Age
for Printers,

Dharam Mentor @ GDGB

Coming days
are the Golden Age
for Printers,
only if we keep
innovating
Dharam Mentor @ GDGB
 Follow these 3 steps to grow
an innovative culture in your
organization

1) Focus on Research and

Developments

PRINTING 2) Experimenting with new

PRESS printing techniques

3) Building knowledge about

the current market trends

Dharam Mentor @ GDGB

 In Sum
Example:
- New print technology
- Advance printing

Functional
Innovation

You use budget Business Technology You use technology

to serve emerging to serve emerging
Demand Viability Feasibility Demand

People
Desirability
Emotional Process
Innovation Innovation
Demand coming
from the consumer

Example:
Example:
- Sophisticated quality
- Green Printing Technology
- Sustainability
- Unique Materials, Special Inks
Dharam Mentor @ GDGB
Thank You

Dharam Mentor @ GDGB