DESIGN THINKING in architecture- Introduction

Design Thinking

1. SRM Institute of Science & Technology
(Deemed to be university u/s 3 of UGC Act, 1956)
School of Architecture & InteriorDesign
B.ARCH -19IDO109T DESIGN THINKING
UNIT-1
Compiled By
Assoc. Prof. M.C.RajaMuthaiah
SAID, SRMIST KTR

2. 19IDO109T DESIGN THINKING
PURPOSE
•CLR-1Learn the pragmatic approach as a system for i nducing creativity and innovation.
•CLR-2: Understand a framework for solving complex p roblems.
•CLR-3 Develop an understanding of the fundamental p hases and methods in design thinking
•CLR-4: Explore Design thinking methods and strategi es that belong at every level of the design process
•CLR-5: To understand ideation techniques that help in fusing the rational with the creative.
•CLR-6: To explore concepts of prototyping and testi ng that get you closer to your final solution.
OUTCOME
CLO-1: Apply design thinking in order to generate inn ovative and user-centric solutions
CLO-2: Apply design thinking to solving complex problems
CLO-3: Use the process to organize their fact finding an d decision making
CLO-4: Employ ethnographic and analysis methods, such as interviews, focus groups, and surveys
CLO-5: Understand the Elements and Thinking Modes that Create Fruitful Ideation Sessions
CLO-6: Gain insights into how your users will interact, and react to the end product..

3. SYLLABUS

4. 19IDO109T DESIGN THINKING
INTRODUCTION TO DESIGN THINKING
Design thinking helps to understand:
The capability of the architects for the synthesis of complex requirements bears the potential to
develop new and needed systems for cities, industri es and societies beyond building design.
The tools and processes of Design Thinking should b ecome an additional enabler for the
architecture student to enable free intuitive think ing.

5. 19IDO109T DESIGN THINKING
INTRODUCTION TO DESIGN THINKING
5 UNIT1

6. 19IDO109T DESIGN THINKING
What is Design Thinking
6 UNIT1
IDEO
: Developed by IDEO, a global design
company, this toolkit helps educators get started i n
using design thinking in their classroom.

7. 19IDO109T DESIGN THINKING
Design thinking is a process of creative and critical
thinking that allows information and ideas to be
organized, decisions to be made, situations to be
improved and knowledge to be gained.”

8. 19IDO109T DESIGN THINKING
IKEA COMPANY –
•Is Successful Due To Their Design, Having Exciting Circulation Pattern t o all parts of the store,so customer naturally
checks every nook and corner of the store
•Their Furniture Involves the participation of buyer , While Assembling

9. 19IDO109T DESIGN THINKING

10. 19IDO109T DESIGN THINKING
10 UNIT1

11. 19IDO109T DESIGN THINKING
11 UNIT1

12. 19IDO109T DESIGN THINKING
12 UNIT1

13. 19IDO109T DESIGN THINKING
Design thinking

14. 19IDO109T DESIGN THINKING

15. 19IDO109T DESIGN THINKING
NEED OF DESIGN THINKING:
•The main objective is to solve the customer’s requirements
•Helps in tackling ambiguous and challenging problems
•Design thinking helps to design better and develop practical and innovative solutions
for the problems.
•It helps organisations to run faster with more efficiency
•It brings together the desirability from the customer’s perspective with what is
technologically feasible and economically viable.
•It also provides various opportunities for people w ho aren’t trained as designers to
utilise creative tools so that they can tackle a vast range of problems/ch allenges.
•Some problems are either ill defined or complex, s uch problems cannot be solved
rationally or analytically and simply need design thinking approach for the best solution
•Lives have become closely knitted with change. Ther fore its high time to device
innovation alternatives like design thinking when existing practices are ou tdated
15 UNIT1

16. 19IDO109T DESIGN THINKING
DIFFERENCE BETWEEN SOLUTION BASED THINKING AND PROBLEM BASED THINKING
Solution-based thinking
focuses on finding solutions; coming up with something const ructive to effectively
tackle a certain problem.
It allows you to focus on the end result and allows you to picture how your
business/design will look like in the future, once you've solved or eliminated the problem.
Problem-based thinking Focusing on the problem or the reason why a problem emerged (problem focused thinking).
Design thinking (DT) has been viewed as a process o f solution-based thinking to produce creative
future outcomes or to innovatively solve problems
For example, design thinking paradigm is implemented as a method to find solutions for specific
problems and challenges within higher education.
A design mindset is not problem-focused, it’s solution-focused and action-oriented. It involves
both analysis and imagination.
16 UNIT1

17. 19IDO109T DESIGN THINKING
DIFFERENCE BETWEEN SOLUTION BASED THINKING AND PROBLEM BASED THINKING
17 UNIT1

18. 18 UNIT1
19IDO109T DESIGN THINKING

19. HOLISTIC DESIGN “Holistic design takes into account the person, the device, the moment, the ethnographic en vironment, the physical
space as well as human behavior and psychology, i.e . thinking, attitudes, emotions, motivations, abili ties, triggers
etc., and aims to deliver an optimal experience . At times the entire experience is not limited to digital devices but is a
mix of digital, real-world brick-and-mortar, and hu man-to-human interactions.”
— Miklos Philips, Principal UX Designer at Toptal
•Holistic design approaches in architecture enable architects to account for al l of these things. They examine the way
that the design will appear aesthetically– in context. They’ll look at neighboring buildings and open spaces. They’ll
consider the position of the sun at different times of day and how light will play o n the surface. Then they’ll examine
the use of the space and consider what sort of messages the design shoul d project.
•They’re interested in the layout of space inside a building
•They want to be certain that their energy consumption is kept to a minimum These clients may also want things that
they don’t need but have the budget for anyway (play rooms, studies, meeting rooms, etc.).
•Sustainabilitywill be examined from a materials perspective (how l ong will the structure last?) and from an
environmental perspective (how to reduce energy cons umption? Solar panels? Structural ordering?) Can mat erials be
recycled when a building is completed?
•There may even be spiritual considerations in holistic design. Does this building enrich the l ives of the people who will
use it and interact with it in other ways?
19 UNIT1
19IDO109T DESIGN THINKING

20. HOLISTIC DESIGN
How To Conduct Holistic Design?
Industrial designer Yves Behar captured holistic
design in seven points, condensed as follows:
Hotel Design - Muskat
20 UNIT1

21. HOLISTIC DESIGN
Succeed with Holistic Design
Here are the main holistic considerations:
•Because one interaction is typically only part of a series, a user takes towards a goal, examine wher e one task fits in
overall and make the best entry and exit points (e.g., check out).
•Investigate cause-and-effect chains and get behind users’ eyes with, for example, desig n thinking. Issues aren’t
typically isolated. They can be wicked problems (i.e ., extremely intricate). If decision-makers “solve” one problem but
fail to consider associated issues, they can cause repercussions.
•Design for the transitions between interactions – users access products/services in various circumst ances and ways.
Twenty-first-century user experiences consist of ma ny user moments where users pursue goals in many wa ys.
Previously, there was one way (e.g., to buy vacation s from a bricks-and-mortar travel agent).
•Use customer journey maps, user stories, personas and touchpoints matrices t o help illustrate the entire user context
and the associated systems and tangent issues.
•Produce sufficient resources for all touchpoints . For example, the designers of a municipal bicycle system in a city
that requires helmets must examine how to supply he lmets. Similarly, UX designers must predict both di gital and
physical aspects of users’ needs.
Hotel Design - Muskat
21 UNIT1

22. DESIGN THINKING – STRATEGY FOR INNOVATION
19IDO109T DESIGN THINKING

23. 19IDO109T DESIGN THINKING
DESIGN THINKING STRATEGY FOR INNOVATION
•Design Thinking strategy for innovation is a proces s through which we try to understand and identify the challenges that the users might
facewhile working with the upcoming innovation.
•The idea is to pre-assume things and then come up w ith a comprehensive plan to overcome those challenges.
•It offers a human-centric approach towards systematic problem s olvingand further innovations.
•It will further help us put things in a different perspectiveand see the problems differently.
•At the same time, it offers a way to figure out solutions for the existing problems and innovate products or services accordingly.
•Design thinking strategy for innovation helps in understanding the audiencefor whom we are designing the products. It helps us in
developing empathy towards the target user.
•It is further helping in tracking the known-unknown problems andre-framing them in different ways.
•Design thinking strategy for innovation gives peopl e to space to come up with as many ideasas possible. Then adopting the best approach
of all and finally testing it. However, when it comes to innovation,
design thinking
can take a slightly different approach towards
everything. Meanwhile, design thinking is a process that ensu res that the people follow a specific type of minds et.
•Design thinking strategy for innovation can be appl ied to almost every methodology, social innovation models, management practices
and much more. It is a process that changes according to different strategies and disci plineswithout losing its original purpose.

24. 19IDO109T DESIGN THINKING
DESIGN THINKING STRATEGY FOR INNOVATION
Why is Design Thinking Strategy for Innovation Impo rtant?
•It is best suited when the challenges are looked upon as per the
human needs
.
•Design thinking strategy for innovation starts with the intention, desire or a need to make a particul ar situation better.
While we don’t know if the path is viable, it gives us the tools to explore “what could be”.
•Design Thinking strategy for innovation helps you t o understand what would make your audience want to come to your
products or services and not get distracted to the rest.
•While the times are changing fast, so is the concep t of design thinking . Design thinking changes with time and people.
•it’s essential to understand that design thinking s trategy for innovation only works when people are open to change, and
the organizations offer an environment to grow.

25. 19IDO109T DESIGN THINKING
IMPLEMENTING DESIGN THINKING IN ORGANIZATION
1.Right Mindsets
•While design thinking strategy is open to everyone possible, but as a brand, you need the right people in your team
Design
thinkers’
have the ability to merge creative thinking and the ir analytical abilities into one.
•Need people who are open to different possibilities and exploration and design thinking strategy for i nnovation assists in
doing so.

26. 19IDO109T DESIGN THINKING
….IMPLEMENTING DESIGN THINKING IN ORGANIZATION
2. Cross-Disciplinary Teams
•Each person is different, and they all have different abilit ies.
•Itwould be best to have people in your team who are different a nd excel in their own fields.
•For example,a graphic designer’s creative skills and the analytical ski lls of a marketing profess ional could be the perfect
combinationthat you’d need to boostyour products/service s.
•It would be best if you hadmultidimensional approaches towards problem-solving . Need a team that thinks across different
possibilities and finally comes up with one solution, which is the strategy for innovation.
3. Conducive Environments
•The environment you create within the organization for the team will determine their understanding of things and th e ability
to innovate.
•This is the primary reason why huge giants like Google, Apple and many other startups also are working towards making the
work environments fun and so encourage getaways and company parties to ensure that the emp loyees have their fun while
working.
•Many companies start with quirky colors' on the walls and some playrooms with in the company. It helps take the stress off of
the team and help them refresh themselves throughou t the day.
•Along with this, Having to start with a refreshed mind further enhances the design thinking strategy for i nnovation.
•It improves the way people behave with each other and experimen t with radically new ways of thinking and approaching the
problems. Also, it breaks the ice within the team.

27. 19IDO109T DESIGN THINKING
….IMPLEMENTING DESIGN THINKING IN ORGANIZATION
DESIGN THINKING IN BUSINESS EXAMPLES
Below are some of the best design thinking in busin ess examples that you can learn and implement for y our brand as well.
1.Braun/Oral B Toothbrush
•In the year 2016, Braun and Oral B hired some of th e expert designers, Kim Colin and Sam Hecht to crea te a smart
toothbrush.
•At first, the companies wanted them to create a too thbrush with intricate details like music player, gum sensitivity, etc.
•However, at that time, the experts suggested them t o go with the user’s experience than their own visi on for the product.
•
•Colin and Hecht added the on-the-go concept with USB charging and brush heads which the companies had already come
up with. The result was a completely new product th at not only boosted their sales and increased cust omer loyalty.
2.Airbnb
•Another brand for design thinking in business examp les is Airbnb, was once a time making less revenue.
•The co-founders of Airbnb, Joe Gebbia and Paul Graha m once said that they went through tons of charts, graphs and codes
with their design team to understand the slow growth rate. And they didn’t understand it until they check th eir app as a
user and understood that the pictures were terrible .
•Soon after, they went across New York with a camera and spoke to people and replaced their pictures on the app with
professional pictures. And within a few weeks, their revenue grew due to design thinking.

28. 19IDO109T DESIGN THINKING
IMPLEMENTING DESIGN THINKING IN INDIVIDUALS
Below are the qualities of an design thinker:
1. EMPATHY: understand the feelings of others and sensitive to the environment
2. BEING OBSERVATIONAL: Closely monitor actions and behavior. Design thinker need to participate in th e context not only monitor the
environment.

29. 19IDO109T DESIGN THINKING
IMPLEMENTING DESIGN THINKING IN INDIVIDUALS
3. KNOWLEDGE:
4.HOLISTIC AND INTEGRATED THINKING: must have 360 degree view of the problem to be solved

30. 19IDO109T DESIGN THINKING
IMPLEMENTING DESIGN THINKING IN INDIVIDUALS
5. TOLERANCE: Being open minded to different opinio ns and respect their judgments
6.BEING PRAGMATIC AND EXPERIMENTAL:

31. •Design thinkingis a way of planning. It is applicable to all kind of innovatio ns.
Based on Principles of
•observing
•Learning
•Teaching
•Application of Human centered techniques
NATURE OF DESIGN THINKING
Design thinking Enables, designer sees possible interconnections and similar ities between different parts of his design and
elaborates ways of uniting them to make interface clearer and simpler for the end user.
Design thinking is a kind of inner sense of how variety of components can be reduced without losing functionality and
accessibility.
Design thinking implies constant questioning, It also means that each part of Design on each st ep must be checked for its
necessity, like: ‘Do our users actually should see this elem ent, or we can remove it without losing any sense?’
Thus, design thinking could be catched as a knowledg e of how to design. But this is only one part of th e matter. The second
part connected with reinventing. Here design thinking reveals itself in going beyond existing interface patterns — in
developing new ways of interaction, which effective ly reduce amount of steps needed to achieve users’ goals.
They are close to pure unpredictable creativity and need evolution of tech nology on the background
Here designer plays visionary, almost psychoanalyti c role: they should show users what they have always been w anted for,—
as what Steve Jobs once said: ‘A lot of times, peop le don’t know what they want until you show it to t hem.’
31 UNIT1

32. 19IDO109T DESIGN THINKING
DESIGN THINKING IS

33. 19IDO109T DESIGN THINKING
DESIGNTHINKINGCHALLENGES A broader perspective Design thinking requires taking as broad a perspective as po ssible, one that will make us see the big picture. The problem s can
arise fromresearchers’ lack of familiaritywith the culture, customs or lifestyles of their clients .
Environment
An important aspect is the environment in which researchers begin their work and paying attention to ensure that the team is
diverse and consists of specialists from many fields and people who are open to new possibilities and empathetic e nough to
acceptvarious ideas.
Collaborationwith specialists or departments
Scientists and academicsremain reluctant to share data with researchers who are tryi ng to gather information for the
investigation or implementation of a productor service and the best solutions pop up on collaboration of both groups.
Communication
Individuals work in a team and each of them wants their idea to be noticed. Therefore,every manager, must constantly work on
communication in the teamand make sure that everyone will be fully heard – after all, re searchers are working on a common
idea.
Getting to know the user and their needs
The most important thing in the design thinking methodology isprecisely knowing the needs and problems that a potential user
has. Most people, even after the initial research, start to d raw hasty conclusions. Researchers often try to get to the fi nal stage of
solving
as
quickly
as
possible
.
However,
this
would
not
give
the
expected
results
.

34. 19IDO109T DESIGN THINKING
…..DESIGNTHINKINGCHALLENGES Getting discouraged by ideation and experimentation
The Design Thinking approach places a heavy emphasis on idea tion and testing. Unfortunately, the testing phase has to
end somewhereso you can actually bring an idea to market.
The solution: Commit to an idea first. Then develop a process for building the prototype and testing. Testing doesn’t mea n
starting from scratch after each failed attempt. It means a systematic look at what went wrong so you can improve upon the
failures. It’s often good to take a break for the team to look at the prot otype with fresh eyes.
Seeing Design Thinking as a linear process
There are five stages of Design Thinking. Its not a linear pro cess. Design Thinking may take you from empathizing to proto typing,
then to ideating, then from testing to defining.
The solution: Team needs to be adapted the process to the way t hat serves them best
. The stages may run concurrently, or
repeatthem. There is no right or wrong way to approachthe sta ges.
Becomingtoo attached to your prototype
One of the most difficult parts of Design Thinking methods is acknowledging that your prototype just isn’t working. The t ests are
failing, and there’s no way to improve. But have spent so much time on this prototype that just can’t let it go.
The solution: The Design Thinking process should be viewed a s an iterative process. There simply can be no getting attach ed to a
prototypethat isn’t servingthe user. if it’s not serving yo ur users, it’s not servingyou.

35. 19IDO109T DESIGN THINKING

36. 19IDO109T DESIGN THINKING
Design thinking is critical in helping organization s succeed in
the digital economy as they look for a mindset and
methodology to create innovations that bring togeth er: •
Technology (feasibility) • Business (viability) • The h uman
experience (usability
DIGITAL TRANSFORMATION WITH DESIGN THINKING

37. 19IDO109T DESIGN THINKING
Digital transformation
is a necessity for organisations; and design thinki ng is helping them to reimagine their
business in the digital context
The success of the digital transformation depends on meeting the key objectives of the business .
As consumers demand more speed and simplicity, tech nology becomes essential in providing delightful
experiences.
With design thinking, there is great emphasis on deep understanding of the customer environment, solving the
most important problems for them and taking regular feedback for improvements.
Design thinking methodology resonates & brings together top management, customers, employee s and all
stakeholders for a successful transformation. It helps organisationsto measure the right metrics and ensure
successful digital transformation with improved cus tomer engagement, efficiency and growth.
DIGITAL TRANSFORMATION WITH DESIGN THINKING

38. Below listed are some of the ways design thinking h elps with digital transformation
1. Customer Expectations :
Digital transformation is about your customers more than it is about your organisation. Design thinking understands and solves
problems for customers.
For e.g. one leading bank in Europe recently revamp ed their customer support system. Before starting t he process, the key
objective was to reduce the customer service hold time. The current hold time was 150 seconds and the goal was to bring to less
than 40 seconds across all customer communication c hannels.
2. Key Tasks are Clearly Defined :
When the work and deliverables are clear, the team is empowered.
The design thinking methodology starts with the end goal and clearly defines what is needed from the t eam. For e.g. customer
hold times across channels should be less than 40 s econds gives a clear picture of what needs to be ac hieved.
3. Alignment of Client and Business units :
When organisationsare large, it is sometimes diffic ult to communicate with other teams and business un its. With digital
transformation, everyone is interconnected. Teams across business units are in synchronisationa nd know what they are working
on. Early and regular client communication and feedback keeps everything on track.
4. Clear Milestones :
The work involved in complex projects can be quite overwhelming. The digital transformation can be a d ifficult process, if it is not
channelized diligently. The design thinking approac h establishes clear milestones that need to be reache d in a given time and is
communicated to everyone involved in the process.
5. Handling Changes & Transformation :
The customer interactions, on boarding and service channels are changing fast in the technology driven world. Managing
changes with consistency across various channels re quires a solid strategy. Design thinking is a great tool to help companies
adapt and transform themselves in line with their c onsumer needs.
DIGITAL TRANSFORMATION WITH DESIGN THINKING

39. 6. Customer Involvement : The real users or the customers are crucial to the success of the transformation. The customer feedbac k is incorporated to
make the final product delightful for them. The pro ducts and services are engineered to meet the desir ed experience for the
customers.
7. Explore Digital Innovations & Approach :
The digital innovations are always mapped to the cu stomer needs,design thinking cares about customer’s life.
For e.g., Customer complaints and queries are now h andled using chatbots. These chatbots are able to ha ndle generic
customer queries and eliminate majority of the serv ice calls with satisfied clients. Only less than 25 % are handled by human
support executives leading to reduced customer wait ing time for calls.
8. Indispensable for leaders :
Disruptive technologies change everything very quic kly. Design thinking is an emphatic tool for leader s of the digital world. It
helps them communicate with more empathy, discover new opportunities and create an inclusive environme nt.
9. Visualise Key Performance Indicators :
Design thinking approach is crucial in visualisingt he right metrics for performance. The priorities ar e visualiseddynamically
considering all parameters using artificial intelligence and machine learning . Data with the right designs can make
organisationsproactive. The key performance indicat ors are clearly visualised setting a clear direction on the goals.
For e.g. how long does it take to register a new cu stomer in a bank? The industry average is taken as a guideline to indicate
the performance of a particular financial instituti on.
10. It’s a Journey :
The digital transformation is an ongoing process to discover the best ways to create value for everyon e involved. The constant
evolution of an organisationbased on industry insig hts, latest technologies and customer expectations make it successful.
Design thinking creates experiences to merge the di gital, physical and the product/service offerings.
DIGITAL TRANSFORMATION WITH DESIGN THINKING

40. THANK YOU!
Compiled By
Assoc. Prof. M.C.RajaMuthaiah
SAID, SRMIST KTR