GALES OF

CREATIVE
DESTRUCTION

MANAGING
INNOVATION

Session IV: Design Thinking and Project  Dr. Saurav Snehvrat

saurav@xlri.ac.in
 The application of principles of
design to a broader set of
Integrative way of thinking.
decision making, innovation,
business and society.

Design has shifted from how

Desirability (Human values), to make people consume
Feasibility (Technological) and more to how can we make
Viability (Business). people participate in the
process.

WHAT IS DESIGN THINKING?

WHAT IS DESIGN THINKING?

Innovative problem solving happens through Biggest feature:

Vision Asking the right question!
Luck
Process Based
Design Thinking Process

Individually

Group I Group II

How can the wallet be improved? How can the hair cut experience be improved?
 Empathize Ideate

Define Prototype

Test

DESIGN THINKING PROCESS

Design Thinking Process - Empathize
Turn to your partner in the other group and re-do (5+5 mins).

Group I Group II

What do you use your wallet for? Describe your last hair cut experience.

What are some pain points? What are some pain points?

What do you wish your wallet could What do you wish your hair cut
have? (and why?) experience had? (and why?)

When did you last buy your wallet? What are your preferences?

What are your preferences? What makes you happy or not happy w.r.t.
a hair cut experience?
What makes you happy or not happy
w.r.t a wallet?
EMPATHY MAPS
Source: https://www.ibm.com/design/thinking/page/toolkit/activity/empathy-map accessed on 28/8/2019
Design Thinking Process - Define
Identify a problem statement or Point of View (PoV)

Identify 01 need and 01 user.

1. Necessities, Goals or Wishes: What is your partner trying to achieve?

2. Insights: New learnings about your partner’s feelings and motivations.

What’s something you see about your partner’s experience
that maybe s/he doesn’t see?* make inferences from what you have heard
Design Thinking Process - Define
Design Thinking Process - Define
Take a stand with a point-of-view

Partner’s Name:
Age:
Gender:
Place of residence:
Marital Status:
Education:

Needs a way to:

Because (or but or surprisingly):

Design Thinking Process - Ideate
In groups, come-up with at least 1 radical way to meet your user’s needs (10 mins)

Define Customer segment:

Idea:
Define Customer segment:

Idea:
Design Thinking Process

Empathize Ideate

Define Prototype

Test
Project
Focus on a complex problem (at any level) that involves people and go through
atleast 2 iterations of design thinking.

If there are more than one stakeholders, process needs to be done for each
stakeholder.

Presentation plus report.

Dos: Donts:

• Identify Lead Users. • No existing projects.

• Start with a problem not the solution. • Work must be shown in the future.
• RIGOR, RIGOR, RIGOR – Show proof • Don’t focus on optimization problems.
wherever possible.
• Apply concepts from course.
• Choose problems or solutions that can be
prototyped.
• Keep project manageable.
Project
Some projects that should be done:

1. Develop a tool for Design Thinking using Design Thinking.

a) Split into two parts: Part 1 (Empathizing, Define and Ideate), Part II
(Prototyping and Test). Preferably should be compatible.
b) Groups with IT experience can attempt.

2. HR: How can we use gamification for hiring/L&D/appraisal?

a) With HR professionals/seniors develop a game based system.
b) Maybe use A/V components

3. Develop a new toy/game idea for Indian children.

a) Can choose an age segment (0-3, 3-5, 6-9, …)
Project
Examples (not necessary, at all, to be adopted):

1. How to improve health of video-gamers?

2. How to come up with an acceptable HR policy?
3. How to make parenting of babies less stressful?
4. How to develop a course structure that is more adapted to online teaching?
5. …….

Grading Overview:

Is the problem complex?

Is their adequate rigor?
Is the work original?
Have there been atleast two iterations?
Has the group gone from customer stated requirements to basic needs?
Has the group used concepts from the course?
…….and more