Module 1

Understanding Design Thinking

Meaning of Design Thinking

Design Thinking is not just the property of designers all the great inventors of engineering, science,

literature, art, music, and business have used it. Design thinking supports in developing, teaching,

learning, and applying strategies to solve complications in a creative manner in the projects and

processes of the business.

Definition of Design Thinking

Design thinking is a term used to denote a set of strategic, conceptual, and practical processes in which

design concepts are developed (product proposals, structures, equipment, communications, etc.).

Many key concepts and aspects of design thinking have been identified through studies, across all

different design fields, design concepts and design work in both laboratory and environmental

contexts.

Design considerations are also linked to the establishment of products and services within the business

and social environment. Some of these guidelines have been criticized for simplifying the design

process and undermining the role of technical knowledge and skills.

Origins of Design Thinking

The methods and concepts of design thinking, although promoted by developing companies and

design consultants, ranging from a wide range of fields including software development, engineering,

anthropology, psychology, art, and business.

Design ideas as they exist today have evolved collaboratively in various fields and industries. Over 50

years, and even more have emerged and merged into the quasi-Darwin system of natural selection.

These have been integrated, documented, and promoted by leading design firms (such as IDEO and

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Frog) and educational institutions (such as Stanford's d.school, and Rotman School of Management),

and have been increasingly accepted by the industry.

While these evolutionary and experimental design experiments have led to methods process in the

form of design thinking tools and methods.

1963: The idea of using Design as a way of solving complex problems in a simplified manner in

authored by Herbert A. Simon

1973

1982: cedures

of design are developed .and includes the study of how designers work and think

1987

designers and architects use

1980s to 1990s: The work of Robert Mckim was consolidated by Rolf Faste at Stanford university

during this period 1991 David M Kelly Founded IDEO and adapt Design thinking to business

interests

2009: The design thinking process itself is human centered, offering methods for inspiration, ideation

and learning to designers Brown

2012: Apply the study of design thinking principles in engineering.

2015: Verbal protocol analysis, cognitive ethnography, controlled laboratory experiments, and other

formal methods from cognitive science have been rigorously applied in engineering

2017: Design thinking reflected in many applications like prototyping, solution-based method is often

useful way to encourage inspiration, ideation and organization learning and human centered methods

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Design Thinker in the organizations

Any individual who has the following traits can be design thinker in the organizations, namely

1. Individual who has the concern for the individuals and who know the working challenges in

at workplace

2. Knowledge of multi -functionality of the organization

3. Vision for developing right process in the organization

4. Capability to understand the problems on the job and ability to work on the problems related

to the jobs of the organization.

Features of Design Thinking

The features of design thinking are as under

1. Design thinking understands from the perspective of the customers and provides solution for

improving the product and service quality in the organization.

2. The role of design thinking is to collect feedback from the customers and employees by

iteration of prototyping

3. Expanding the range of solutions to the problems identified in the organization and employee

better customer and employee satisfaction

4. Enable the design thinkers to develop new products, features or services to customer and

process satisfaction.

5. Providing and eco-system through the interaction with the employees, technical capabilities

and customers.

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Principles of Design Thinking

At this point, it seems to the reader that design thinking is about how to think and act as it is about

process. The process is obviously important, and there are certain, tested tools that need to be

considered within each mode, each with its own set of inputs, outputs, and well-defined functions.

Aside from the process, design thinking is also about thinking, where the concept can be thought of

as an integrated set of beliefs and attitudes.

Human Focused Design Thinking: The process that understands from the perspective of the human

including the employees and customers. While doing so design thinker needs to consider the

individuals, beliefs, values and attitudes.

Diversity to work in a team: Design thinking needs to consider individuals from different background

and train to work in a team. While group membership should be balanced throughout the project, it

may be wise to occasionally include outside-organization participants such as clients, suppliers, and

other topic professionals in specific modes or activities.

Comprehensive: Although details are important, design experts are also able to identify and consider

relationships, collaborations, and communication between seemingly different ideas.

Flexibility and unconventional comfort: Design thinking is best suited to deal with problems and

opportunities described in an incomprehensible way, and requires great flexibility in terms of both

content and methodology (e.g., with the required repetition of modes and categories).

Communication Skills: Willingness to communicate and work in a variety of ways, including speaking,

visual, and touch. Design experts design and build prototypes, without the perceived lack of skill or

competence.

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Stages of Design Thinking

We will focus on the five-phase Design Thinking model proposed by the Hasso-Plattner Institute of

Design at Stanford (d.school). D.school is a leading university when it comes to teaching Design

Thinking. The five stages of design thinking, according to d.school, are as follows: Empathy, Explain

(problem), Ideate, Prototype, and assessment. Let's take a look at five different categories of Design

Thinking

1. Empathy

The first step in the design process is to gain a critical understanding of the problem you are trying

to solve. This involves consulting with experts to find out more about the area of concern, to

consult and empathize with people to understand their experiences and motives, and to immerse

themselves in a visible environment to gain a deeper personal understanding of the issues involved.

Sensitivity is very important in a person-centered design process like Design thinking, and

sensitivity allows designers to set aside their ideas about the world in order to gain an

understanding of users and their needs. Depending on the time limit, a large amount of

information is collected in this section for use during the next phase and to develop a better

understanding of users, their needs, and the problems that underpin the development of that

particular product.

2. Define

During the Define stage, you combine the information you have created and collected during the

empathy phase. This is where you will analyze what you have seen and put it together to explain

the core values that you and your team have identified so far. You should want to describe the

problem as a problem statement in a person-centered way.

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 For example, i

nd

Define Forum will help designers in your team come up with great ideas for creating features,

functions, or any other features that will allow them to solve problems or, at the very least, allow

users to solve problems themselves with minimal difficulty. In the Definition section you will

begin to move on to the third phase, Ideate, by asking questions that can help you seek ideas for

solutions by asking: "How can we ... a food product or company service?"

3. Ideate

During the third phase of the design thinking process, designers are ready to begin producing

ideas. You have grown to understand your users and their needs in the Sensory section, and have

analyzed and summarized what you saw in the Define section, and ended up with a problem-

focused problem statement. With this solid domain, you and your team members can start

"thinking outside the box" to see new solutions to the problem statement you created, and you

can start looking at other ways to look at the problem. Ideas at the end of the Ideation section to

help you investigate and evaluate your ideas to find the best way to solve a problem or provide

the necessary features to avoid it.

4. Prototype

The team of designers will now produce less expensive, discounted versions of the product or

specific features found within the product, in order to be able to investigate solutions to problems

developed in the previous section. Prototypes may be shared and tested within the team itself, in

other departments, or in a small group of people outside the design team. This is the testing phase,

and the aim is to identify the best solution for each problem identified during the first three phases.

Solutions are applied to prototypes, and, individually, are investigated and adopted, developed and

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 tested, or rejected on the basis of user knowledge. By the end of this section, the design team will

have a better idea of the existing product problems and problems, and have a clear idea of how

real users will behave, think, and feel about the product and services.

5. Test

Designers or testers firmly test the complete product using the best solutions identified during the

simulation phase. This is the final stage of a 5-phase model, but with a recurring process, the

results produced during the testing phase are often used to redefine one or more problems and

inform users' understanding, usage conditions, and how people think. , behave yourself, and be

sensitive, and compassionate. Even in this phase, changes and improvements are made to solve

problems and gain as much insight into the product and its users as possible.

Benefits of Design Thinking

1. It helps to overcome creative challenges: Design Thought gives you the freedom to look at problems in

many ways. It involves a lot of brains to come up with the best ideas, which helps to improve students

2. Helps to meet customer requirements effectively: As we discussed earlier, design thinking involves developing

prototypes when testing and using customer feedback repeatedly to ensure quality assurance. By

following a successful design idea, your product will eventually meet the needs of customers.

3. It helps to increase your knowledge of Design Thinking: You will do a lot of experiments in the design

thinking process. You will always try to improve your model by using customer feedback to ensure

customer satisfaction.

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Theories and Practices of Design Thinking

Design scholars continue to discuss theoretical developments in the design thinking Different

theoretical perspectives have been used in research into design thinking: one stream of research

through protocol analysis to catch the ways designers are making sense of their own working processes

another examines methods for teaching designedly thinking to design students through normative

decision-based protocol. design ut it has grown

rapidly. In one interpretation, way for manag

in a more straightforward way than through the design management discourse that is built on a

managerial platform.

When design management started as an academic area in the 1970s, it was taught by designers aiming

to help management scholars and practitioners understand what design is and why it is relevant to the

organizations.

Theory of Thinking Modes

there are three basic modes of thinking: Analytical, judicial, and

synthetic. Analytical thinking is the process for separation of things from the visible relationships in

the process and production in the organization. Judicial thinking is comparing and making judgments

based on in-depth analysis in the thinking. Synthetic thinking is the process to combine two things

and ideas with the intention of making new process and combination.

Theory of Problem Solving

There are three types of problems; they are analytical, judicial and synthetic. The concept of analytical

problems includes precise challenges and solution which are based on the small number of challenges

and have precise way of working on the challenge. Judicial problems are influenced by complex

challenges and which require solution that require correct direction based on the problem statement

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present through complex challenge. Synthetic problems are based on the open concept that has

various ways of working of resolving the problem.

Theory of Creative Blocks

According to this theory there are barriers to the creativity of the individual and the individual

expresses inability to access creativity and hence there is an block created in the creativity process of

the individual.

Theory of Creative Process

A creative process is the choice between the inner and outer, conscious and unconscious mind of the

individual through the process of reflection and active collaboration of the individual.

Theory of Creative thinking education and Meta Cognitive Control

According to this theory creative thinking is increased through creative education and supports in

creating higher creative achievement among the individuals. This process also increased the individual

creative potential and supports in developing right mindset for creativity of the individual.

Practices of Design Thinking

At this stage the processes are presented from the perspective of designers and consultants.

1. Design ideas from the perspective of designers show that ideas are used for customer problem

as this is driven by organizational culture. Therefore, design thinking has an impact on the

culture of the organization and therefore designers need to consider the impact of design

thinking on the organization.

2. Design thinking from a consultant's perspective demonstrates that supporting design thinking

in providing support for complex business issues and providing solutions to complex business

problems in the organization.

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Team based Design Thinking

Team size has a direct impact on design thinking process of the organization; following aspects are to

be taken care in the design thinking for an organization.

1. Building the right type of team: Team members from diverse background and specialization

support in providing solution to the challenges faced by the design team

2. Right Team Culture: Involvement of the team members is an important component for

developing right culture; hence, rules, regulations and process of the team have an impact on

developing right culture in the team. Therefore, design thinking team needs to have the right

culture for developing right directions in the team process of the design team.

3. Development of higher inclusions, cohesion, interaction and confidence support in developing

effective team for design thinking.

4. Effective communication among the members supports in sharing the ideas and solutions for the

design teams in design thinking.

5. The role of leadership is an important aspect in design thinking, team leader support and

encouragement support the design thinking team in the organization.

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 Module 2

Tools of Design Thinking

1. Visualization means any activity that takes information beyond text as well as numbers and

pictures, maps, and stories. At its simplest level, imagination is about creating visual images and

images and moving away from our trust as masters in numbers and text. At a deeper level, it is

about visualization: creating mental images, clear representations of our ideas and details about

customers and their information, in a way that makes them human and attractive.

2. Journey mapping is an ethnographic research method that focuses on tracking a "journey" of a

client as he or she interacts with the organization while still working on receiving a service, with

special attention to heightening and reducing emotions. Mapping experience is used to identify

needs that customer may be able to articulate.

3. Value chain analysis examines how an organization works with value chain partners to produce,

market, and distribute new offerings. This analysis provides ways to create a better value for

customers in the series and reveals important clues about the skills and goals of partners.

4. The mind map is used to represent how ideas or other objects are linked to the main idea and so

on. Mind maps are used to produce, visualize, organize, and classify ideas to look at patterns and

details that provide important design conditions.

5. Rapid Concept development is a tool to use the design details and terms we have developed to

development may be the only thing they can think of, and they often equate it with the brain.

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6. Assumption testing is a tool for expressing important assumptions that are less attractive to a

new business idea and using available data to assess the feasibility of these assumptions. This

approach acknowledges that any new business idea is actually an informed speculation about what

customers want and what they will appreciate.

7. Prototype is a test model of a proposed solution used to test or validate ideas, design assumptions

and other aspects of its consideration quickly and cheaply, so that the designer / participants can

make appropriate refinements or possible changes along the way.

8. Co- creation is based on the belief that the presence of users is essential to the creative process,

as users provide an understanding of what is important to them. At your core, this means that co-

creation is any process that brings users and designers together to work towards a shared goal.

9. Learning Launches is the study for designer to explore the fundamental assumptions of total

production potential for new growth in the market place. In contrast to the complete release of a

new product, the learning implementation is a quick and inexpensive learning test to collect

market-driven data.

10. Story telling in a logical way: summarizing a story. It is a close relative of imagination one way

to make new ideas sound real and compelling. Visual storytelling is a very compelling type of story.

Every good presentation whether analytical or designative tells a fascinating story.

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