DESIGN THINKING THE ROAD

AHEAD FOR Sustainability

Dr. Vishal Chavan
Associate Professor
Sanjivani Rural Education Society
College of Engineering and MBA
Background – Human Civilization
What is life? Uncertainty or Certainty

What is lifestyle? Answer- Maslow’s Hierarchy

needs

What we value in life- we pay for it and marketers strive

to create value by bringing new solution i.e. Product,
Services-experiences and Processes to our life or
lifestyle
Background – Major early Inventions
Background – Invention Timeline
Invention- Innovation and Discovery

• Invention: the action of inventing something – Light bulb by _____

Car___ Aero plane_____

• Innovation: Innovation is the practical implementation of ideas that

result in the introduction of new goods or services or improvement
in offering goods or services. Smart Lighting____ Tesla____ Multi
mode Car (road, air and water)

• Discovery: the act of finding something for the first time

Background

• Occasionally, a new way of organizing work leads to extraordinary

improvements.
• Total quality management- 1980 kanban cards, quality circles, and
so on – social technology
• Just in Time -1970 Toyota
• Six Sigma (6σ) – Bill Smit 1986 – Motorola
• Kaizen – 1986- Masaaki Imai from Japan
Types of Innovation

• Product Innovation – features, quality, design etc

• Process Innovation – Minimizing TAT
• Marketing Innovation – adding more value (extended p’s)
• Business Model Innovation - Dell
• Open Innovation – CRM, Competitions etc
• Close Innovation – RnD, Defense Projects etc
• Radical Innovation – Blue ocean strategy
• Incremental Innovation – Read ocean or purple ocean strategy
Why these terminologies important in delivering value to
stakeholders

• Value- Product, Services, Process

• Co-creation through CRM
• From Down stream to Upstream (from RnD, Factory to Market-
Customer)
• All this need Creative Thinking, Critical Thinking, Design Thinking
and Innovation Design
 Design Thinking
• Design thinking is a process for solving
problems by prioritizing the consumer's needs
above all else. It relies on observing, with
empathy, how people interact with their
environments, and employs an iterative, hands-
on approach to creating innovative solutions.
• Tim Brown coined the word that became a
buzzword. ... Design thinking is created
because big corporation lack the ability to be
creative and on extreme cases, aren't able to
create new products and services that meet
unmet needs of their customers.
Design Thinking
Design Thinking
Creative Thinking, Critical Thinking and Design Thinking for Innovation

• Creative Thinking: Creative thinking refers to using abilities and

soft skills to come up with new solutions to problems. Creative
thinking skills are techniques used to look at the issue from
different and creative angles, using the right tools to assess it and
develop a plan.
Critical Thinking
• Critical thinking is the intellectually
disciplined process of actively and
skillfully conceptualizing, applying,
analyzing, synthesizing, and/or
evaluating information gathered from,
or generated by, observation,
experience, reflection, reasoning, or
communication, as a guide to belief
and action.
Design Innovation
• Design Innovation, as you can infer, is a
process used to create innovation. It
focuses on addressing people's needs
with what is technologically feasible
and devising a viable business strategy
to derive value from this market
opportunity.
Design Thinking
Design Thinking
Design Thinking