IDT
Module 1
Introduction
In today's rapidly evolving world, organizations across all sectors face complex
challenges that demand innovative solutions.
Traditional problem-solving approaches often fall short when confronted with ambiguity,
uncertainty, and the need to truly understand user needs.
This is where design thinking emerges as a powerful and human-centered approach.
It's not just about aesthetics; it's a systematic methodology that fosters creativity,
collaboration, and a deep understanding of the problem space to drive meaningful
innovation
Examples:
Swachh Bharat Abhiyan (Clean India Mission)
Paytm and UPI Revolution
FIDS model (Feel-Imagine-Do-Share)
Design Thinking as a Solution
Design thinking offers a structured yet flexible framework for tackling complex problems.
It embraces iteration and experimentation, allowing for continuous learning and
refinement.
By focusing on empathy and understanding the user's perspective, design thinking helps
to identify unmet needs and develop solutions that are not only feasible and viable but
also desirable.
It provides a toolkit of methods and techniques that guide teams through the process of
understanding, ideating, prototyping, and testing solutions in a user-centric way.
Examples:
Aadhar (UIDAI Project)
Hyperlocal Model – Banks/ Zomato
The Value of Design Thinking
The adoption of design thinking can bring significant value to
individuals, teams, and organizations:
• User-Centricity: At its core, design thinking places the user at the
center of the problem-solving process. This leads to solutions that
truly address their needs and pain points, resulting in greater user
satisfaction and adoption.
Example: Ola Auto
• Innovation and Creativity: By encouraging diverse perspectives
and employing creative ideation techniques, design thinking fosters
the generation of novel and innovative solutions that might not
emerge through traditional methods.
Example: Agastya International Foundation
Problem Reframing: Design thinking encourages teams to challenge initial
assumptions and reframe problems from different angles. This can lead to a deeper
understanding of the underlying issues and the identification of more effective
solutions.
Example: e-Choupal by ITC
Reduced Risk and Cost: Through rapid prototyping and testing, design thinking
allows for early identification of flaws and potential issues, minimizing the risk of
investing significant resources in solutions that may not resonate with users.
Example: Aravind Eye Care
Enhanced Collaboration: The process emphasizes cross-functional collaboration,
breaking down silos and fostering a shared understanding and ownership of the
problem and its solution.
Example: India Stack (UPI, DigiLocker, Aadhaar, etc.)
Faster Learning and Adaptation: The iterative nature of design thinking allows for
continuous learning and adaptation based on user feedback and testing results,
leading to more robust and effective solutions over time.
Example: Swiggy's Evolution
The History of Design Thinking
Four Core Principles of Successful
Innovation
While design thinking provides a methodology, successful innovation
often hinges on certain core principles:
1. Empathy: Deeply understanding the needs, motivations, and pain
points of the users or stakeholders for whom the innovation is intended.
This involves putting oneself in their shoes and gaining insights into their
experiences.
Tata Motors – Tata Nano (and later models like Punch & Tiago)
2. Collaboration: Fostering a multidisciplinary environment where
diverse perspectives and expertise can come together to generate and
refine ideas. Effective communication and teamwork are crucial.
Infosys – Design Thinking Training for Employees & Clients
3. Experimentation: Embracing a mindset of trial and error, where
ideas are quickly prototyped and tested to gather feedback and learn
what works and what doesn't. This iterative approach minimizes risk
and maximizes learning.
Swiggy Genie, Instamart
4. Holistic Thinking: Considering the broader context in which the
innovation will exist, including technological feasibility, business
viability, and societal impact. This ensures that the solution is not only
user-centered but also sustainable and impactful.
Mahindra Electric – Sustainable Mobility
Model of the Design Innovation
Process
Empathize: Understanding the user's needs, problems, and context through
observation, interviews, and other research methods.
Define: Synthesizing the insights gathered during the empathize phase to clearly
define the problem statement in a user-centered way.
Ideate: Brainstorming and generating a wide range of potential solutions to the
defined problem. This phase emphasizes quantity over quality in the initial stages.
Prototype: Creating low-fidelity representations of the potential solutions to test and
gather feedback. Prototypes can take various forms, from sketches and storyboards to
simple mockups.
Test: Evaluating the prototypes with users to gather feedback and refine the
solutions. This iterative process helps to identify flaws and areas for improvement.
Implement: Bringing the refined solution to life and scaling it for wider adoption.
Seven Modes of the Design Innovation
Process – Tim Brown – CEO IDEO
Insight: Gathering information and developing a deep understanding of the problem
and the user needs. This often involves research and analysis.
Observation: Watching and engaging with users in their natural environment to
uncover unmet needs and behaviors.
Interpretation: Making sense of the gathered data and identifying key insights and
patterns.
Ideation: Generating a wide range of potential solutions through brainstorming and
other creative techniques.
Experimentation: Building prototypes and testing them with users to learn and
refine the ideas.
Evolution: Iterating on the prototypes based on user feedback and testing results,
gradually refining the solution.
Implementation: Bringing the final solution to market or into practice.
Understanding Methods
Throughout the design innovation process, various methods and tools
are employed to facilitate each phase. These can include:
• Empathize: User interviews, surveys, observation, empathy
mapping, persona creation.
• Define: Problem statement development, journey mapping, "How
Might We" questions.
• Ideate: Brainstorming, mind mapping, sketching, storyboarding.
• Prototype: Paper prototyping, wireframing, 3D printing, role-playing.
• Test: Usability testing, A/B testing, feedback sessions.
