Strategic Innovation & Design Thinking - Detailed Exam Notes
Point of View (POV)
### Introduction
In Design Thinking, the **Point of View (POV)** is a human-centered problem statement that
frames the design challenge. It emerges from the empathy stage and combines **user, need, and
insight**.
### Definition
POV = [User] + [Need] + [Insight]
Example formula: A [user] needs [need] because [insight].
### Importance
- Narrows broad problems into actionable focus.
- Inspires creative ideation.
- Keeps solutions user-centered.
- Provides criteria for evaluating ideas.
### Differences from Problem Statements
- Problem statements: broad, generic (Improve shopping carts).
- POVs: specific, human-centered (A busy parent needs a safer, faster way to shop because they
must keep kids safe while buying groceries).
### Famous Examples
- **Airbnb** Budget traveler needs authentic lodging because they want cultural connection.
- **IDEO Shopping Cart** Parents need safer, faster carts because kids safety is critical.
- **OXO Good Grips** People with arthritis need easy-to-use peelers because traditional handles
cause pain.
- **Nike+ Running** Recreational runner needs motivation because running alone feels
monotonous.
- **Embrace Warmer** Rural mother needs affordable infant warmth because incubators are too
costly and hospitals are far.
### How to Frame POV
- Use **User, Needs, Insights** from empathy research.
- Avoid embedding a solution.
- Convert POV to How Might We? for ideation.
### Conclusion
POVs bridge empathy and ideation by framing challenges in a way that is **specific, human, and
inspiring**.
Open Innovation
(Open Innovation detailed expansion already written above)
Prototyping
### Introduction
Prototyping is a **core stage in Design Thinking** where ideas are turned into tangible forms to
test assumptions. It emphasizes quick, cheap, and iterative learning.
### Definition
A prototype is an **early, inexpensive, scaled-down version of a product/service** built to test
ideas with users. It is not about perfection but about learning fast.
### Spectrum of Prototyping
- **Low-Fidelity (Lo-Fi):**
- Quick sketches, storyboards, paper mockups, role-playing.
- Focus = concept and function.
- Benefit = encourages feedback without emotional attachment.
- **High-Fidelity (Hi-Fi):**
- Digital mockups, interactive apps, 3D models, pilot services.
- Focus = usability, aesthetics, closer to final product.
### Key Principles
- Start Lo-Fi Move to Hi-Fi gradually.
- The **Cost of Change Curve**: Early changes are cheap; late changes are expensive.
- Test business assumptions: Will users pay? Does it solve the pain point?
### ROI of Prototyping
- Failed prototype = minimal loss.
- Failed launch = huge financial and reputational loss.
### Mindset
- Fail fast, learn fast.
- Every failure = valuable data point.
- Aim = reduce risks and ensure market readiness.
### Examples
- Google prototypes multiple app features before release.
- Tesla pilots software updates before full rollout.
- IDEO prototyped shopping carts in different lo-fi forms.
### Conclusion
Prototyping is a **learning tool, not just a development step**. It ensures innovation is desirable,
feasible, and viable before scaling.
Ideation
### Introduction
Ideation is the **third stage of Design Thinking**, following Empathy and Define. It is the
process of generating a wide variety of ideas and then narrowing them down.
### Definition
Ideation = Divergent Thinking (expand ideas) + Convergent Thinking (select and refine).
### Rules of Ideation
- Defer judgment.
- Encourage wild ideas.
- Build on others ideas.
- Focus on quantity quality emerges.
### Tools & Techniques
- **Brainstorming** free flow of ideas.
- **SCAMPER** Substitute, Combine, Adapt, Modify, Put to other use, Eliminate, Reverse.
- **Mind Mapping** visual idea expansion.
- **Crazy 8s** 8 sketches in 8 minutes.
- **Lotus Blossom** expand central theme into branches.
- **6-5-3 Technique** structured idea sharing in groups.
- **Bodystorming** acting out user experiences.
### Examples
- **Airbnb** solved booking problem by sending pro photographers.
- **P&G Swiffer** breakthrough via SCAMPER.
- **Spotify Discover Weekly** personalized playlists.
- **Google Street View** wild idea of cameras on cars & camels practical innovation.
- **Nike Flyknit** 60% waste reduction with weaving technology.
- **Lego Ideas** crowdsourcing.
- **Tesla OTA Updates** car as smartphone.
- **Amul Girl Campaign** humor + culture.
- **Zomato Pivot** from discovery to delivery.
- **Ola Share** Indian context innovation.
### Framework: Lean Canvas
Quick test of ideas: Problem, Customer Segments, UVP, Solution, Channels, Revenue, Costs,
Metrics, Unfair Advantage.
### Conclusion
Ideation fuels creativity and innovation. By balancing divergence and convergence,
organizations generate breakthrough solutions rooted in user needs.
Design Thinking in India
### Introduction
India provides excellent real-world examples of **Design Thinking** applied in healthcare,
finance, mobility, social innovation, and consumer products.
### Case Studies
1. **Jaipur Foot** Low-cost prosthetics using local materials.
*Lesson: Empathy + local context global impact.*
2. **Aravind Eye Care** Assembly-line cataract surgery model.
*Lesson: Efficiency + empathy scalable healthcare.*
3. **Paytm** Mobile wallet addressing small payment pain points.
*Lesson: Start small, iterate, scale.*
4. **Amul** Farmer cooperative consumer brand Taste of India.
*Lesson: Producer empathy + branding inclusive growth.*
5. **SELCO Solar** Solar with microfinance.
*Lesson: Ecosystem partnerships scale innovation.*
6. **ITC e-Choupal** Kiosks for farmers market access.
*Lesson: Human-centered tech adoption disrupts middlemen.*
7. **Zomato** Pivot from menu scanning to global delivery.
*Lesson: Iteration + lifestyle fit.*
8. **Godrej ChotuKool** Affordable rural fridge.
*Lesson: Frugal innovation.*
9. **Ola Cabs** Transparent, safe, app-based taxis.
*Lesson: Urban transport innovation.*
10. **Embrace Infant Warmer** Affordable incubator substitute.
*Lesson: Frugal innovation saves lives.*
11. **Aadhaar** Biometric ID for inclusion.
*Lesson: Large-scale governance innovation.*
12. **Narayana Health** Assembly-line cardiac surgeries.
*Lesson: Scale + cost reduction + empathy.*
13. **Akshaya Patra** Mid-day meals for schools.
*Lesson: System-level food innovation.*
14. **Bandhan Bank** From microfinance NGO to bank.
*Lesson: Empathy-driven financial inclusion.*
15. **Mitti Caf** Differently-abled run cafs.
*Lesson: Inclusion as innovation.*
### Conclusion
Indian examples highlight how **empathy, frugality, and scalability** can make design thinking
a driver of social and commercial impact.
Canvas & Value Proposition
### Introduction
A **Value Proposition Canvas** helps companies design products/services that align with
customer needs. Combined with the **Six Path Framework**, it reveals innovation opportunities.
### Value Proposition Elements
- **Customer Values** what users care about.
- **Disruptive Tech Value** new possibilities.
- **Incumbent Tech Value** existing offerings.
- **Points of Value:** Opportunity, Overshoot, Untapped, Parity, Superiority, Inferiority.
### Six Path Framework (Blue Ocean Strategy)
1. **Look Across Alternative Industries** e.g., Yakult competing with pharma & drinks.
2. **Look Across Strategic Groups** luxury vs budget.
3. **Look Across Buyer Groups** end-users vs influencers (e.g., insulin pens marketed to patients).
4. **Look Across Complementary Offerings** Philips kettles adding filters.
5. **Look Across FunctionalEmotional Orientation** add/subtract emotion.
6. **Look Across Time** anticipate trends (irreversible, decisive, clear trajectory).
### Application Examples
- **Smart Home Tech** Looking beyond current appliances.
- **Khadi India** Emotional heritage + functionality.
- **Apple iPod** Look across complementary (music + iTunes).
### Conclusion
Canvas tools guide **strategic innovation** by identifying **where value is untapped** and
how to differentiate beyond competition.
