07-03-2023

Session 7 – 8

Design Thinking & Innovation

Systematic Inventive Thinking

Ideation | Two Approaches

Diverge Converge
SWEET SPOT

-ER IDEAS

RESOURCES FAR IDEAS

Go far…. Don’t go too far…

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Sources of new ideas

• New Knowledge
• Customers
• Lead Users
• Empathetic Designs
• Innovation Consultants
• Open market innovations

SIT | Principles

1. Remove Fixedness of Mind

• Functional Fixedness
• A cognitive bias that limits a person to using an
object only in the way it is traditionally used.

2. Closed World Approach

• The only resources for inventing something new,
solving a problem, or dealing with any issue
creatively are those that are already there.

3. Function follows Form

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Template # 1 | Subtraction

To improve a product you remove attributes—

sometimes even ones deemed indispensable—
rather than adding features or attributes

Examples of Subtraction

• Placebo Medications
• Automatic Teller Machines
• Using screen to do controls, no need for remote
• iPads
• Eye glasses Contact Lenses Lasik Surgery
• Disintermediation
– Travel agent
– Cooperatives
– Health care—Eye exam kiosk, OTC, portable x-rays, Nurse practitioners
– Retail – Amazon, web retail

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Template 2 | Multiplication

We add one more copy of an existing component,

but the newly added component needs to perform
a qualitatively different task than its existing parts.

Examples –
• Different colored refills in same ballpoint pen
• Two prescriptions for influenza – the second
one getting activated only after 24 hours

Template 3 | Task Unification - Examples

We assign more than one task to an existing

component.
Example – Copenhagen Wheel
Torch in mobile phone

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SIT | Principles

1. Remove Fixedness of Mind

• Functional Fixedness
• Structural Fixedness
• The tendency to think of an object or process as a
whole, with a defined structure that cannot be
modified, divided, or rearranged.

2. Closed World Approach

3. Function follows Form

Template 4 | Division

By dividing a product, process, or business model

into its component parts you see the collection in a
new light. This process allows you to reconfigure
parts in unanticipated ways.

Source: SIT 2012

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Examples of Division

• Replacing control knobs from a TV, music

system, air-conditioner with a remote
• Split air-conditioners (compressor outside to
reduce noise)
• Divide refrigerator into different compartments
for different foods, including a freezer
• Time share condos
• Zip car

SIT | Principles

1. Remove Fixedness of Mind

• Functional Fixedness
• Structural Fixedness
• Relational Fixedness
• The tendency to view relationships and
dependencies between attributes of a
product or situation as static and
permanent.
2. Closed World Approach
3. Function follows Form

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Template 5 | Attribute Dependency

To create, change or eliminate dependencies

between variables of a product or a system and its
environment.

Examples of Attribute Dependency

ClimaCon Jacket
Engages Peltier effect so that jacket cools you
when you’re hot, warms you when cold
Life insurance policies
Pay death benefits when diagnosed with a terminal
illness
Loyalty programs
Length of relationship results in special privileges
Cold medicine for daytime and night time use

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Tool Structural Functional Relational

Fixedness Fixedness Fixedness

Subtraction X
Division X
Attribute Dependency X
Task Unification X X
Multiplication X