Design thinking basics introduction ppt2

design thinking

1. Chapter 2 Setting the Stage for Design Thinking in Management Education Design Thinking Shalini Rahul Tiwari Rohit Rajendra Swarup Copyright © 2024 by Wiley India Pvt. Ltd.

2. 2 CH2 Setting the Stage for Design Thinking in Management Education Chapter 2 Setting the Stage for Design Thinking in Management Education Learning Objectives: Understand the importance of context in a design thinking process. Understand the difference between traditional problem-solving and design thinking. Understand that design thinking requires careful research and planning for effective problem-solving. Remember that design thinking begins with a design thinking mindset. Copyright © 2024 by Wiley India Pvt. Ltd.

3. 3 Introduction Design thinkers can be seen as skilled facilitators essential for organizations in fostering the three Cs—collaboration, critique, and consensus-building. Facilitators ensure that companies prioritize customer needs in every aspect of their work. They put themselves in the customers' shoes to understand their experiences and challenges. Although they work within the company, their primary focus is on advocating for and serving the customers' best interests. Copyright © 2024 by Wiley India Pvt. Ltd. CH2 Setting the Stage for Design Thinking in Management Education

4. 4 Establishing the Context for Design Thinking Project Businesses frequently rely on assumptions and generalizations rather than engaging in deep, ethnographic research to truly understand customers as individuals. Managers are often too pressed for time to thoroughly explore customer insights. It leads to a disconnect between customer desires and company goals. Without a customer-centric approach, companies may focus on data and statistics, neglecting the human aspects that drive customer satisfaction and loyalty. Copyright © 2024 by Wiley India Pvt. Ltd. CH2 Setting the Stage for Design Thinking in Management Education

5. 5 Fig. 2 .1 Generic steps involved in a DT project. Copyright © 2024 by Wiley India Pvt. Ltd. CH2 Setting the Stage for Design Thinking in Management Education

6. 6 DT in a Nutshell A structured method for innovation. Encourages radical thinking. Enables deeper stakeholder understanding. Reduces risk. Copyright © 2024 by Wiley India Pvt. Ltd. CH2 Setting the Stage for Design Thinking in Management Education

7. 7 Traditional Problem-Solving and Design Thinking Design thinking involves continuous feedback from stakeholders, unlike traditional methods that rely on fixed data from the start. It emphasizes understanding users' needs and desires to create innovative, user-centered solutions. Design thinking integrates desirability, feasibility, and viability, unlike the traditional approach that often prioritizes feasibility and viability alone. Design thinking is defined by Tim Brown, the Executive Chair of IDEO as follows: “Design thinking is a human-centered approach to innovation that draws from the designer’s toolkit to integrate the needs of people, the possibilities of technology, and the requirements for business success.” Copyright © 2024 by Wiley India Pvt. Ltd. CH2 Setting the Stage for Design Thinking in Management Education

8. 8 Copyright © 2024 by Wiley India Pvt. Ltd. CH2 Setting the Stage for Design Thinking in Management Education

9. 9 Fig. 2 .2 DT at the intersection of desirability, feasibility, and viability. Copyright © 2024 by Wiley India Pvt. Ltd. CH2 Setting the Stage for Design Thinking in Management Education

10. 10 Research and Planning for a DT Project Key Steps in a Design Thinking Project: Define the need for deeper insights to understand stakeholders better. Conduct an in-depth study to gather pertinent information. Use quantitative and qualitative methods to collect data. Analyze behaviors and attitudes to inform design decisions. Copyright © 2024 by Wiley India Pvt. Ltd. CH2 Setting the Stage for Design Thinking in Management Education

11. 11 Research and Planning for a DT Project Developing a Research Plan: Clearly outline goals and scope to guide the research process. Understand drivers and potential obstacles. Use Visual tools like diagrams to organize and communicate research findings. Plan the research duration and how to present findings effectively. Copyright © 2024 by Wiley India Pvt. Ltd. CH2 Setting the Stage for Design Thinking in Management Education

12. 12 DT Journey Guidelines Exploration Stage : Focuses on observation, empathy, and gathering insights about the problem domain, stakeholders, and environment. Experimentation Stage : Involves generating ideas, prototyping, and testing to develop feasible and innovative solutions. Expression Stage : Communicates the final prototype through pitches, presentations, or creative displays, emphasizing clear and impactful storytelling. Copyright © 2024 by Wiley India Pvt. Ltd. CH2 Setting the Stage for Design Thinking in Management Education

13. 13 Fig. 2 .3 The three-stage process of design thinking: Explore, Experiment, and Express Copyright © 2024 by Wiley India Pvt. Ltd. CH2 Setting the Stage for Design Thinking in Management Education

14. 14 Fig. 2 .4 740 words for a lunch box—distributed cognition. Photo courtesy: Authors Copyright © 2024 by Wiley India Pvt. Ltd. CH2 Setting the Stage for Design Thinking in Management Education

15. 15 What Constitutes DT Problems? DT has been mostly used to solve the issues related to the following problems: Used for creating systems, communication structures, and physical spaces like schools and community centers. Applies to the design and development of new technologies, products, and innovative solutions. Integrates knowledge from various fields to address specific challenges, such as designing emergency shelters or improving medical studies. Tackles social issues and creative projects by enhancing experiences and solving human-centered problems. Copyright © 2024 by Wiley India Pvt. Ltd. CH2 Setting the Stage for Design Thinking in Management Education

16. 16 Fig. 2 .5 DT principles Copyright © 2024 by Wiley India Pvt. Ltd. CH2 Setting the Stage for Design Thinking in Management Education

17. 17 Principles of Design Thinking Relevant for Business Management For design thinking to be more relevant for a Business Management area, the following principles need to be adhered to: Human-Centric Approach : Focuses on understanding the needs, behaviors, and perspectives of customers or end-users to develop high-quality products, services, or solutions. Action-Oriented and Iterative Process : Promotes learning by doing and iterating, encouraging teams to test ideas, prototype solutions. Empathy and Understanding : Involves immersing in the user's environment to gain deep insights into their challenges, fostering empathy to create relevant and effective solutions. Copyright © 2024 by Wiley India Pvt. Ltd. CH2 Setting the Stage for Design Thinking in Management Education

18. 18 Principles of Design Thinking Relevant for Business Management Encouraging Change and Innovation : Supports embracing disruptive ideas and stepping out of conventional roles to explore new perspectives and innovate beyond traditional boundaries. Integrating Foresight with Strategic Planning : Encourages exploring uncertainties and unknowns, allowing imagination to drive problem-solving and strategic innovation. Improving Organizational Culture : Fosters a culture of questioning, challenging assumptions, and embracing ambiguity, which promotes continuous learning and adaptation. Copyright © 2024 by Wiley India Pvt. Ltd. CH2 Setting the Stage for Design Thinking in Management Education

19. 19 Principles of Design Thinking Relevant for Business Management Risk Reduction : By adopting a "fail fast and fail often" mindset, design thinking minimizes the risk of product or service failure through iterative testing and refinement. Alignment with Business Strategy : Complements business strategies by identifying market gaps and creating innovative solutions, achieving competitive advantage through user-focused innovation. Copyright © 2024 by Wiley India Pvt. Ltd. CH2 Setting the Stage for Design Thinking in Management Education

20. 20 Thank you Copyright © 2024 by Wiley India Pvt. Ltd. CH2 Setting the Stage for Design Thinking in Management Education