MG305 Tutorial Week 7

1. What are customer pains and how do they fit into the design thinking process
model?
Customer pains are specific problems that customers experience in their lives. In the
design thinking process, understanding customer pains is crucial for empathy, which is
the first stage. It helps in defining the problem accurately and creating solutions that truly
meet customer needs.
2. Why do we say that design is a noble calling for entrepreneurs?
Design is often seen as a noble calling for entrepreneurs because it involves creating
solutions that not only serve a functional purpose but also improve the quality of life and
contribute positively to society.
3. What is meant by ‘wicked problems’?
‘Wicked problems’ refer to complex, ill-defined issues that are difficult to solve because
of incomplete, contradictory, and changing requirements. They are often societal
problems without a clear solution.
4. Give an example of when you have used ‘design intelligence’ to reframe a problem
after initially framing it wrongly.
I don’t have personal experiences, but ‘design intelligence’ involves using creative
problem-solving skills to reframe issues. For example, a business might initially frame a
problem as a need for a new product but upon reframing, realize the need is actually for a
better customer service experience.
5. What do the following term mean?
—Designerly Cognition-Thinking processes typical of design activities, involving problem-
solving and creativity.
—Design intelligence- The ability to understand and apply knowledge in design, including the
use of tools, methods, and materials.
—Deductive logic- Reasoning from general principles to specific cases, as in applying a
mathematical theorem.
—Inductive logic- Reasoning from specific cases to general principles, as in deriving a rule
from examples.
—Abductive logic- Reasoning to the best explanation, often used in hypothesis formation.
—Critical thinking-Analyzing facts to form a judgment, often questioning assumptions and
biases.
—Intuitive thinking-Relying on instinctive feelings rather than conscious reasoning.
—Reflective reframing-Reconsidering problems in new ways to find innovative solutions.
—Holistic view- Seeing the whole picture, not just the parts, often in systems thinking.
—Integrative thinking-Combining different perspectives and ideas into a cohesive whole.
—Divergent thinking-Generating creative ideas by exploring many possible solutions.
—Convergent thinking-Narrowing down multiple ideas to find the best solution.

6. What is meant by the following terms: Pretotyping and Prototyping?

As for Pretotyping, it’s a way to test a product concept quickly and inexpensively by simulating
its core experience with minimal resources before full-scale prototyping. Prototyping, on the
other hand, is creating a preliminary model of a product to test and refine it before production.