Design Thinking

UNIT - I
PROCESS OF DESIGN

PROCESS OF DESIGN :
Introduction – Product Life Cycle - Design Ethics - Design Process - Four Step -
Five Step - Twelve Step - Creativity and Innovation in Design Process - Design
limitation.
 What Is a Design Process?

A design process is a systematic problem-solving

strategy, with criteria and constraints, used to develop
many possible solutions to solve or satisfy human
needs or wants and to narrow down the possible
solutions to one final choice.
 Topic 1

Product Life Cycle

 Product Life Cycle
• A new product progresses through a sequence of
stages from introduction to growth, maturity,
saturation and decline. This sequence is known as
the product life cycle and is associated with changes
in the marketing situation, thus impacting the
marketing strategy and the marketing mix.
Product Life Cycle
Some of the most important stages through which
product life cycle passes are as follows:
(i) Introduction stage
(ii) Growth stage
(iii) Maturity stage
(iv) Saturation stage
(v) Decline stage.
1. Introduction Stage
The product is developed keeping in view a particular
need of a set of consumers, and introduced in the market
by initiating its commercial production. At this stage
product is new in the market, consequently its demand is
low and requires vigorous sales efforts. The promotional
costs are, therefore, high at this stage and the production
costs are also not fully recovered due to low volume of
sales.
2. Growth Stage
• There is a rapid expansion in
sales as the cumulative impact
of the promotional expenditure
helps in the market acceptance
of the product as well as the
reputation of the product gains
around. But this rapid
expansion can be sustained
only by the maintenance of
product quality.
 3. Maturity Stage
• When the product enters the maturity stage the rate of
growth of its sales declines, though the volume of
sales keeps on increasing. This is so because most of
the persons needing the product-had; already adopted
it during the growth stage and now when the product
enters its maturity stage, it faces a small and declining
number of potential buyers. Consequently, the firm
has to spend relatively increasing amount of sales
promotion.
4. Saturation Stage
At this stage, the sales volume of the product ceases
to grow. The only additional demand for the product
happens to be its replacement demand.
5. Decline Stage
Ultimately the product enters a stage of decline where its
sale volume starts shifting down. The competitors have by
then entered the market with substitutes and imitations and
the product distinctiveness starts diminishing.
Consequently, the sale of the product also starts declining.
Example 1: APPLE IPOD PRODUCT LIFE CYCLE
Example 2: Human Life Cycle
 Topic 2

Design Ethics
 Design Ethics
Ethics:
A set of moral values and principles which form the
standards guiding the code of conduct of individuals,
organizations and professions. It is the principles of good and
bad behaviour governing what is right and wrong conduct.
DESIGN ETHICS
• Design ethics concerns moral behavior and responsible choices in the
practice of design.
• It guides how designers work with clients, colleagues, and the end
users of products.
• Design ethics assess the ethical significance or moral worth of the
products that result from the activity of designing.
• Ethical considerations have always played a role in design thinking,
but the development of scientific knowledge and technology has
deepened awareness of the ethical dimensions of design.
• It provides the awareness of the consequences of design for
individuals, societies, cultures, and the natural environment.
 Important Design Ethics
1. They are able to prove values.
2. They are confident of their value.
3. They cannot design in a vacuum.
4. They are unable to steel.
5. They will not undercut.
6. They offer more than designs.
7. They give back.
8. They listen.
9. They love what they do.
10.They will work for projects they can stand behind.
 Topic 3

Four Step Design Process

 Design Process
“It is a methodical approach to problem solving”

Different step’s of design process:

Four Step Design Process
Five Step Design Process
Twelve Step Design Process
1. FOUR STEP DESIGN PROCESS
There are an infinite number of problems which
designers are trying to solve, so everyone’s design
process is different. Nevertheless, I believe there are a
few basic steps in the design process : problem
definition, design exploration, design optimization,
and design communication.
 i. Problem Definition
• Defining the problem is an integral part of design thinking
process. It requires the clear understanding of the user’s needs
and it’s often the hardest part of the process. Follow these
practical steps and look at how we defined the problem with a
help of Space Saturate and KWL Chart. 
Space Saturate and Group
Space saturate and group is a method of bundling ideas,
observations and experiences that you have gained in
the first phase of design thinking process. It is a collage of
findings from entire team gathered in one place.
KWL CHART
 ii. Design Exploration
• We all want to design the best and most desirable products. Not
surprisingly, the way we design them (i.e., the steps we take to
conceive, develop, and commercialize a product) has a big influence
on how good and how desirable those products become.
• Design Exploration is a particular way of arriving at an optimal design
solution. To be formal, design exploration is the human-driven, often
computer-assisted, divergent/convergent process used to evolve and
investigate multidisciplinary design space with the intent of design
discovery and to inform decision making throughout the design
process.
Tissue Box Design Exploration
iii. Design Optimization
Design optimization is the process of finding the
best design parameters that satisfy project requirements.
Engineers typically use design of experiments, statistics,
and optimization techniques to evaluate trade-offs and
determine the best design.

Optimization of flexible wing

structures
iv. Design Communication
Communication design is a mixed
discipline between design and
information-development which is
concerned with how media
intervention such as printed,
crafted, electronic media or
presentations communicate with
people.
 Topic 4

Five Step Design Process

 FIVE STEP DESIGN PROCESS
The basic five-step process usually used in a problem-solving works for
design problems as well. Since design problems are usually defined more
vaguely and have a multitude of correct answers, the process may require
backtracking and iteration. Solving a design problem is a contingent
process and the solution is subject to unforeseen complications and
changes as it develops. Until the Wright brothers actually built and tested
their early gliders, they did not know the problems and difficulties they
would face controlling a powered plane.
1. Empathize
The first stage of the Design Thinking process demands gaining an
empathic understanding of the problem you are trying to solve,
typically through some form of user research. Empathy is crucial
because it allows you to set aside your own assumptions about the
world in order to gain insight into users and their needs. This stage
involves entering the realm of the users and, as far as possible,
“becoming” them so as to begin work on custom-designing a
solution.
2. Define
During the Define stage of Design Thinking, you put
together the information you have created and
gathered during the Empathize stage. You analyze
your observations and synthesize them in order to
define the core problems you have identified so far.
This is where you ensure that what you are
addressing sits in sharp relief before you, its
properties known in full.
3. Ideate
The process’s third stage finds you ready to start
generating ideas. With the knowledge you have
gathered in the first two phases, you can start to “think
outside the box” to identify new solutions to the
problem statement you have created, and you can start
to look for alternative ways of viewing the problem.
4. Prototype
In the Prototype phase of Design Thinking, your
design team produce a number of inexpensive, scaled-
down versions of the product or specific features
found within the product so you can investigate the
problem solutions generated in the previous stage.
5. Test
In the Test phase of Design Thinking, you rigorously
test the completed product using the best solutions
identified during the prototyping phase. This is the
final stage; however, in an iterative process, the
results generated during the testing phase are what
you will often use to redefine one or more problems.
 Topic 5

Twelve Step Design Process

12 STEP PROCESS
 1. Define a problem
Identify a problem that exists
Determine the root cause
Gather information
2. Brainstorm
• Present ideas in group
• Generate and record ideas
• Seek quantity not quality
• Keep the mind alert through rapid paced sessions
3.  Research and generate ideas
Analyze the reasons for the need,
want, or problem.
Investigate who or what it is that is
affected, and consider the need, want,
or problem from their perspective.
Research any existing solution, and
identify why they are not adequate or
appropriate.
Listen to clients to solve problems that
they have discovered.
Perform market research to determine
if a want or need exists and warrants
the development of a design solution.
4. Identify criteria and specify constraints
Identify the end user if the client is not.
Redefine the problem to the agreement of both client
and engineer.
Identify what the solution must do, and the degree to
which it will be pursued.
Identify the limitations within which the engineer must
perform his/her duties.
Compile the information into a design brief
 5. Explore possibilities
Initiate further development of brainstorming ideas
with constraints and tradeoffs considered.
Explore alternative ideas based on further knowledge
and technologies.
 6. Select an approach
Create a decision-matrix to compare the attributes of
the various ideas and analyze the trade-offs associated
with each one.
Verify alignment between the idea selected and the
criteria and constraints
 7. Develop a design proposal
Develop detailed and annotated sketches
Determine the type(s) of materials from which the
solutions will be constructed
Make computer models
Create technical drawings from the computer model
 8.  Make a model or prototype
Make study models (scaled models)
Fabricate a functional prototype
9.  Test and evaluate the design using
specifications
Test the prototype under controlled conditions
Test the prototype under actual conditions
Record the results
Evaluate results to determine if problems exist and
further work is needed
 10. Refine the design
Reassess the validity of the design criteria and
make adjustments to the design brief, if
necessary.
Work through the design process until the
solution satisfies the design criteria.
Update the documentation of the final
solution.
 11. Create or make solution
Determine custom/mass production
Consider packaging
12. Communicate Processes and Results
Present oral presentations with visual aids (computer
generated slide show, models, and protoype)
Develop written reports with appropriate graphic
documentation (charts, graphs, technical drawings,
renderings, etc.)
Market the product
Distribute
 Topic 6

Creativity and Innovation in Design Process

 Creativity in Design Process
Creativity is the act of turning new and imaginative ideas
into reality. Creativity is characterized by the ability to
perceive the world in new ways, to find hidden patterns,
to make connections between seemingly unrelated
phenomena, and to generate solutions.
Creativity involves two processes: thinking, then
producing.
 Innovation in Design Process
• Innovation is the implementation of a new or
significantly improved product, service or process that
creates value for business, government or society.
Creativity and Innovation in Design Process
 Topic 7

Limitations of Design
 Limitations of Design
Design should not violate scientific rules
Design should be economical
Design should be compatible to psychology and
ergonomics
Design must satisfy requirements stated in standards,
laws and regulations
Level of education and capabilities of the user
Production facilities
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