Session 7: Design Thinking

Design thinking
• Who can practice design thinking?
• Mindset improve people’s lives through their experiences
• What is the experience? (The wallet or customer enjoying using the
wallet)
• Focus on the experience to cater to human needs
• Customers do not care about how a wallet is made. They seek a
lightweight, value for money, secured way to carry cash and card and
other essentials

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Ten tools
• Visualization
• Journey mapping
• Value chain analysis
• Mind mapping
• Rapid concept development
• Assumption testing
• Rapid prototyping
• Customer co-creation
• Learning launches
• Storytelling
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• Visualization:
• Pictorially depicting the complex problems to gather insights and also depict
in a way which can be understood by many to facilitate cross-functional
discussion and contribution
• Used in all stages
• Journey mapping:
• Traces customer’s journey or experience as they interact with the company
over the process of receiving its product or services
• Focus on the highs and lows  reduce lows and enhance highs
• Generate ideas during growth phase

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• Value chain analysis:
• Examines how organization interact with value chain partners to produce,
market, and distribute its offerings
• Reveals partners’ capabilities and intention also shows own firm’s
vulnerabilities and opportunities
• Journey mapping for the business side
• Creating value for the organization
• Mind mapping:
• Looking for patterns in large quantity of data

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• Rapid concept development
• Tools for using the insights and design criteria we have generated to develop
new business opportunities
• Generate ideas quickly and get them out to the customers
• Assumption testing:
• Bring to surface the key assumptions underlying the attractiveness of a new
business concept
• Testing the assumption  minimize risks
• Specific tests
• Criticality of assumptions

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• Rapid prototyping:
• Visual manifestation of concepts
• Visual and narrative forms: images, stories
• Make mistakes faster
• Customer co-creation:
• Engages potential customer in the development of new business ideas

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• Learning launches:
• Experiments conducted in the market place quickly and inexpensively
• Test critical assumptions
• Extension of co-creation process
• If an idea is good enough to get to the learning launch stage, its problems are
temporary
• Storytelling:
• It is close to visualization
• Allows to sell a problem as well as its solution

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