Design Thinking End-Sem

Exam
SECTION A
Answer 1
Human-centred design is a problem-solving strategy that incorporates the human perspective
into all stages of the problem-solving process. It is often used in design, management, and
engineering frameworks. Observing the problem in context, brainstorming, thinking,
designing, and executing the solution are all examples of human engagement.
Answer 2
The goal of convergent thinking is to arrive at a single, well-defined solution to a problem.
This kind of thinking is excellent for activities that need logic rather than creativity, such as
multiple-choice questions or addressing a problem for which you know there are no
alternative options.
Divergent thinking, on the other hand, is more creative than convergent thinking. You may
create ideas and build several solutions to a problem using this kind of thinking.
Answer 3
Disruptive innovation is looking at a situation where a smaller firm is able to challenge
established incumbent businesses. This situation occurs as the incumbent businesses are too
focused on improving their existing products and services. disruptive innovation is a process
and is represented by the evolution of a product or a service. This means that disruption is
something that happens over time.
Radical innovation is an innovation beyond our imagination, it is major. A more formal
definition of the term describes radical innovation as something that “stem from the creation
of new knowledge and the commercialization of completely novel ideas or products. Radical
innovation has more focus on organizational behaviour and commercialization structures. In
addition to this, radical innovation is usually a method for securing long term competitiveness
and can thus be seen as the counterpart to incremental innovation
Answer 4
There are 7 traits a design thinking mindset has, they are:
1. Being at ease with ambiguity
2. Embracing Risk
3. Mindfulness
4. Holistic view
5. Problem reframing
6. Team working
 7. Envisioning new things
Answer 5
An empathy map is a collaborative tool that allows teams to learn more about their
consumers. An empathy map, similar to a user persona, can represent a group of users, such
as a consumer segment.

SECTION B
Answer 1
There are three main criteria a design thinking should meet, they are:
1. Desirability- will there be people who will buy the product
2. Technical Feasibility- Is the product possible to make
3. Economic viability- is it sustainable in an economic standpoint
Steve jobs in 2007 when he was unveiling the iPhone to the world said that the product
combines the use of three separate devices, namely the iPod, the phone, and an internet
communicator and makes it into one device which can fit into your pockets, the iPhone. Steve
jobs and apple wanted to be innovative and make something the world had never seen before
and they invented the first iPhone. The desirability for a product like that was never in doubt
due to the then upcoming trend of mobile phones and youth at the time were largely getting
into technology. There were a lot of sceptics when the iPhone first came out. In an interview
at the time, then-Microsoft CEO Steve Ballmer stated that the iPhone had "no chance" of
dominating the smartphone industry. On June 29, 2007, Apple released the first iPhone. It
cost $499 and $599 in the United States, respectively, for the 4GB and 8GB variants, with a
two-year AT&T contract. According to Statista, Apple sold 1.9 million iPhones in 2007. In
2017, however, they sold 216.76 million iPhones. Apple took a few years to establish itself as
the market leader, as the device evolved, gained more capabilities, and grew more
inexpensive and accessible on more carriers.
Answer 2
IDEO defines human centred design as a creative approach to problem-solving that starts
with people and ends with innovative solutions that are tailor-made to suit their needs. The
central philosophy that human centred design revolves around is that when you understand
the people that you’re trying to create a product for and design from their perspective and
their needs, you will come up with ideas that the consumers will appreciate and embrace. The
process consists of the following phases:
Phase 01: Observation: The first phase is all about observing the end-user, learning, and
being open to creative possibilities. The goal is to understand the people the products are
being designed for. To be able to put oneself in the situation of the consumer so as to
experience what they experience to enhance their experience with the product is crucial as it
helps to identify the patterns of behaviour, pain points and places where users face difficulties
while performing some function.
Phase 02: Ideation: This phase entails brainstorming ideas on the basis of the learnings from
the observations and experiences from phase 01. The goal is to come up with as much ideas
as possible while keeping in mind the needs and desires of the people the product is being
designed for so that the ideas will evolve into the right solutions.
Phase 03: Rapid prototyping: In this phase, a simple prototype is created, making it tangible
and ready to test with the end users. IDEO suggests creating simple prototypes instead of
high-fidelity prototypes so that minimal time is spent in building the product and receiving
user feedback as quickly as possible. The purpose of this phase is not to create a perfect
solution but to ensure that the solution is on target.
Phase 04: User feedback: This phase is when the prototypes are provided to the consumers
the product is being designed for. This is the most crucial phase of the human centred design
process as the feedback of the users is very essential to know if the solution is on target or not
if the product is user friendly or not and the ease with which one can operate the product.
Feedback is important to know how to evolve the product and make sure there’s continued
usage of the product.
Phase 05: Iteration: Once the users have provided their feedback, the feedback can be used to
fuel the changes in the design. It is important to keep iterating, testing, and integrating user
feedback until the solution has been fine tuned. Once the solution is completely fine-tuned
and is ready to be used, the next phase can be implemented.
Phase 06: Implementation: Once the usefulness of the solution has been validated by the end
users and the design has been perfected, it is time to release the product into the world. In
case one is designing software products, apps or websites, with each new update, it is
important to observe the users, design for them, and use their feedback to direct future
solutions.
Answer 3
The “diffusion of innovations” theory attempts to identify and explain the factors that lead to
people and groups adopting innovations Design teams that account for both usability and how
people adopt innovation stand a much greater chance of having users accept and use their
products. The key attributes for diffusion of innovation are as follows:
Relative advantage: Relative advantage measures how improved an innovation is over a
competing option or the previous generation of a product. Potential users need to see how an
innovation improves their current situation. Improvements can be implemented in one or
many of the following areas: Saving of time, space, storage, and money, reduced
environmental impact and user effort, better service, decreased need for equipment and
supplies, increased productivity, longevity and customizability, empowerment of users,
improved interface and consolidation of multiple functions into one tool.
Complexity: Complexity or simplicity refers to how difficult it is for adopters to learn to use
an innovation. Complexity slows down the gears of progress. The more complex an
innovation, the more difficult it will be for potential adopters to incorporate it into their lives.
Potential adopters do not usually budget much time for learning to use an innovation. The
more intuitive an innovation, the more likely it will be adopted.
Compatibility: Compatibility refers to the level of compatibility that an innovation has with
individuals as they assimilate it into their lives. Potential adopters need to know that your
innovation will be compatible with their life and lifestyle. If an innovation requires a huge
lifestyle change or if the user must acquire additional products to make your innovation work,
then it is more likely to fail. Innovations meet with the greatest success when users are able to
seamlessly adopt them — when they replace an existing product or idea, for the better.
Trialability: Trialability describes how easily potential adopters can explore the innovation.
Trialability is critical to facilitating the adoption of an innovation. Potential users want to see
what the innovation can do and give it a test run before committing. This is the underlying
concept of trial sizes for tangible goods, and demo or beta releases for digital goods. Potential
adopters can see for themselves what life might be like once they adopt the product.
Observability: Observability is the extent to which the results or benefit of using an
innovation are visible to potential adopters. The adopter types who come after early adopters
rely on seeing members of this group using an innovation. Observability extends beyond
having earlier adopters use an innovation in view of later adopters. Potential adopters of all
types must clearly see the benefit of adopting an innovation and using it.
Usefulness and ease of use: Usefulness of a product is very important as it is positively
related to the perceived attitude of the customers towards the said product. Findings suggest
that if the users find the product to be useful, they will continue to use the product. Therefore,
making users aware of the usefulness of the products and emphasising the features of the
product makes users feel the usefulness when success stories about the product are provided.
Ease of use refers to how user friendly the product is. Service providers make huge efforts to
ensure a more user-friendly interface to encourage continued usage of the product.
Answer 4
A user persona is fictitious characters that are put together by three main things, they are
product, design, and marketing teams to represent the types of people that could become
users.
The various checklist of the persona should have are:
1. Photo- Use a stock photo or sketch to illustrate your customer persona.
2. Demographics-this section give them a name, an age, and a likely profession
3. Goals- Think about the user’s short term and long terms goals in life
4. Quote- Find a quote that relates to this persona and reflects their values and needs.
5. General Description- Trying to identify character traits such as habits, value,
behaviour
6. Motivation- What are their needs and wants from your product or service?
7. Frustration- What are their existing frustrations?
8. Favourite Brands- This can be where they shop, what they buy, and where they access
information.
The benefits of using persona are:
1. Create consistency
2. Knowledge of user behaviour- Persona’s aid in the discovery of insights regarding the
behaviour of your target audience. What are they talking about and where are they
talking? What are the themes that they are interested in? You may exploit your
audience's online activities to the fullest impact for your business and content
marketing if you deliver targeted material where they are currently engaged.
 3. User focused reasoning- Personas provide you with the data and perspective you need
to make objective judgments about how to construct your brand messaging in the
most generally consumed and approved formats, such as videos, social media posts,
and articles. This enables you to generate captivating content that is tailored to each
persona's requirements.
4. Better accessibility- Personas assist you in fine-tuning and focusing your content so
that it is strategically targeted at customers who are likely to be interested. Personas
give useful information that can help you deliver your message to the appropriate
people at the right time. They also make it easier for you to do market research,
targeted advertising, usability testing, and keyword research.

Answer 5
A prototype is an early sample, model or release of a product that is used to investigate and
determine the challenges, ideas, and possibilities within a specified target area. Prototypes are
a crucial part of the design process and are used by almost all design disciplines as a sample
model. Prototypes help to communicate ideas in an understandable way and helps to receive
specific feedback about the specific idea from end users. Conventionally, a prototype is used
to test a new design in order to improve and increase the accuracy of analysts and system
users. It is the step between formalization and evaluation of an idea. It is a basic experimental
model used to inexpensively test the designs and rectify the flaws found before investing in
their mass production.
The different types of prototypes are as follows:
Horizontal prototypes: These prototypes are usually used during the early stages of analysis
as they provide a broad view of the application including sample screens, menus, buttons,
pop-ups, and sample reports that reflect the current requirements. It is a user interface in the
form of screenshots that demonstrate the outer layer of the human interface only.
Video prototype: Video prototyping is a simple way to demonstrate speculative and new
designs, ideas, or products in a visual or graphical way. Videos provide a clear perspective of
how users might perceive a concept that might be difficult to prototype otherwise.
Mock-up prototype: A mock-up prototype is an unpolished and primitive version of the
product that has no active features and is used to get a general idea of what the product looks
like.
Feasibility prototype: This type of prototype is usually developed to determine the feasibility
of various solutions. It is applied to the resolve technical risks attached to the development in
terms of performance, compatibility of components etc. Typically, it is used to determine the
viability of different ideas.
Simulation prototype: Simulation prototype is the digital representation of a physical product
in order to predict and determine the product’s performance in the real world.
Animation prototype: Animation prototypes are the images that are drawn and put in a
sequence in order to proclaim the proposed 3- dimensional structure of the product/ solution.
Vertical Prototype: Vertical prototypes are the back end of a product like a database
generation to test front end. It is used to improve database design, test key components at
early stages or showcase a working model, though unfinished, to check the key functions.
Rapid Prototype: The rapid prototyping technique is used to quickly engineer an initial model
of a product using a three-dimensional computer-aided design when you want to produce
something in a short span.
Storyboard prototype: A storyboard describes a product in a form of a story and demonstrates
a typical order in which information needs to be presented. It helps in determining useable
sequences for presenting information.
Wireframe: Wireframe is a skeleton of a product which is depicted in the form of illustrations
or schematics that capture an aspect of design such as an idea, layout, form, architecture or
sequence.