TECHNOPRENUERSHI
DESIGN
P
HTT110
THINKING
LECTURER:MR CHARLES
FOR CHITUMBA
INNOVATION
PRESENTATION OUTLINE
1. Design thinking principles
2. Design thinking process
3. Designing services and products
4. The role of empathy in the design thinking process
5. The design tools managers can use
6. Relationship between creative development and design
thinking/practice
DEFINITION OF DESIGN THINKING
FOR INNOVATION
Is a process which seeks to understand the users, challenges, assumptions and
create innovative solutions.
This process aims at producing an early , inexpensive and scaled down version
of the product in order to reveal any problems with the current design.
To create meaningful innovations, one need to understand the needs of
customers, and how they think and feel.
– WHY USE PROTOTYPE
It helps how usable and valuable the product is to the end user. In doing so,
one gains the users’ input and insight and strive to come up with an innovative
solutions. For example in car or cellphone manufacturing.
Human Centred
Mindful process
Culture of prototyping
DESIGN
Bias toward action THINKING
Show Don’t tell
PRINCIPLE
S
Radical collaboration
HUMAN CENTERED
Also called “User Centered” It seeks to answer the WHAT,
WHY & HOW?
Entails that the design is grounded in responding to human
needs and user feedback.
Seek to engage with people who will be affected by the design
– to develop empathy for them to inspire & guide designs.
HUMAN CENTERED - Illustration
The power of ergonomics at play
MINDFUL OF PROCESS
It is a call to find ways to be thoughtful not only
about the work to be done , but of how it will done
and how to improve on in the future.
Enables engineers to be aware of what stage of the
design process they are engaged in and what
behaviours /goals
CULTURE OF PROTOTYPING
Prototyping is all about presenting ideas into action.
Allows to make changes, learn along the way and incorporate
those learnings into new ideas for better models.
The prototype can be in the form a sketch model or
cardboard box as illustrated below;
CULTURE OF PROTOTYPING
BIAS TOWARD ACTION
Is the core principle of design thinking
It means that action oriented behaviour is promoted rather
discussion based work
Action (e.g. getting out and engaging users , prototyping &
testing) is considered as a way to inspire new thinking
SHOW DON’T TELL
Involves expressing ideas in an non verbal way in order to make
ideas more compelling
Helps to see problems & opportunities that discussion may not
reveal.
It includes sketching and traditional prototyping and adding digital
communication and good story telling to the mix
Methods include : Communication design, graphic design techniques,
storytelling techniques such as sketching, prototyping, digital
visualisation tools and video/audio production
RADICAL COLLABORATION
Entail combining people from different disciplines to promote
different thinking styles, team work.
Main aim is to take advantage of the power of bringing different
types of thinkers together.
Radical collaboration can be achieved through ;
i. Building team flag exercise
ii. Bring & share a personal artifact exercise
iii. Coaching buddies exercise
DESIGN THINKING PROCESS
1. Empathy
2. Define
3. Ideate
4. Prototype
5. Test / Execution
Design Thinking Process - illustration
EMPATHY
Is defined as “deep understanding of the problems and realities of the users one
is designing for”. It involves learning about the challenges users face. The
process involves observing, engaging and empathising with the users in order
to understand their experiences and needs.
It is the cornerstone of any successful design project. The extent to which the
designer empathises with the users ultimately determines the outcome of the
design.
Will it be user-friendly?
Will it give solutions to the users’ problem?
Building empathy at every opportunity, getting to know your users,
experiencing users pain points and using this empathy to make smart design
decisions.
Need to understand how the users feel when interacting with a certain product.
DEFINE
Is defining the problem statement
Focus is on becoming aware of peoples’ needs and developing
insights
How might we … is often used to define a point of view which is
a statement of the :
User + Need + Insight
IDEATE
Is the process where one generate ideas and innovative solutions
through the use of sessions such as:
sketching , prototyping, brainstorming and brain writing.
Helps to think outside the box
It is a judgement free zone
It identifies the users’ problem and coming up with innovative
solutions
IDEATE - CONTINUED
It helps the designer to accumulate the unique perspectives and
creativity of different people, ensuring diversity of ideas and
ultimately coming up with innovative solutions.
It is all about creativity and fun.
In this phase , quantity is encouraged rather quality -
Engineers maybe asked to generate a hundreds of ideas in a
single session.
IDEATION - Example
IDEATION - Example
PROTOTYPE
It is a way to convey an idea quickly
Prototyping is a rough and rapid portion of the design process
Can be a sketch, model or a cardboard box
PROTOTYPE - Example
PROTOTPYE - Examples
PROTOTYPE - Example
TEST
It is part of an iterative process that provides feedback
The purpose of testing is to learn what works and what does not
work and then iterate
It involves going back to prototype and modifying based on
feedback
Testing ensures that designers learn what works and what
doesn’t work for the users
TESTING - illustration
DESIGNING SERVICES & PRODUCTS
Service design is concerned with the design of
services and to better suit the needs of the service’s users and
customers.
Is an activity of planning and implementing change to
improve a service’s quality to meet the needs of the users.
Service design is used both to create new services and to
improve the performance of existing services
Ideal services are considered to be user-friendly and
competitive within the market.
DESIGNING SERVICES & PRODUCTS
Service design – strategic role in which an organisation achieve its goals.
Examples of service design
Patient care systems
Airline – Checking
Website development
Social Media marketing (facebook, whatsapp, linkedin)
1. Customer satisfaction
2. Quality – is affected not only by design but also during production
3. Production Costs –
whether the production conforms to the intent of the design
Its manufacturability – the ease with which design features can be
DESIGNING SERVICES & PRODUCTS
Product design – Is the imagination and creation of objects or
items meant for mass production. It includes the physical aspects
e.g furniture, medical devices, cellphone, computer, printer.
Design affects costs – the costs of materials specified by design
labour and equipment costs
Production Development – involves almost every functional
area/department of the organisation ie Marketing , design and
operations.
Design – is an iterative process.
We don’t just use design to make things look pretty. We use design
to solve problem
DESIGNING SERVICES & PRODUCTS
Major factors in design strategy
i. Cost
ii. Quality
iii. Time-to-market
iv. Customer satisfaction
v. Competitive advantage.
DESIGNING SERVICES & PRODUCTS
REASONS FOR PRODUCT & SERVICE DESIGN
To be competitive
To grow the business
To make profits (Return on Investment)
An alternative to downsizing – by developing new
products ( reduces cost of labour) – by developing new
products or services
As productivity increases result in less workers needed.
DESIGNING SERVICES & PRODUCTS
REASONS FOR PRODUCT & SERVICE DESIGN
Redesign – Due to customer complaints, accidents or
injuries, excessive warranty claims and low demand
Economic
Social & Demographic environment
Political ,liability , legal issues
Technology
Competitive threats
DESIGNING SERVICES & PRODUCTS
REASONS FOR PRODUCT & SERVICE DESIGN
TQM – Customer oriented
Reducing the time needed to introduce a new product
/service
Capabilities – does the organisation have the right skills,
machinery to produce the product or produce
product/service
DESIGNING SERVICES & PRODUCTS
ENVIRONMENTAL ISSUES
Waste minimisation – waste management system
Disposition of waste
Recycling parts
Disposing warn out products
User friendly
DESIGNING SERVICES & PRODUCTS
DESIGNERS OF PRODUCT/SERVICE
Produce designs that align to the goals of the
organisation
Give customers the value they expect
Health and safety as a primary concern
Consider harm to the environment
DESIGNING SERVICES & PRODUCTS
LEGAL ISSUES
Food & drug administration
Occupational safety Healthy - OSHA
Production Liability – refers to the manufacturer being
liable in case of an injury, damage, caused by faulty
products or assembly during the production process
Uniform commercial code – the product or service
should be usable to its intended purpose.
Objectives of product
and service Design
Secondary focus
Primary Focus
Quality
Customer Satisfaction Cost
Profit
Appearance
Ease of production/assembly
Product/Service Life-Stages
Discontinue?
high cost, Replace?
low Find new
demand, uses
possibly
quality
issues,
getting
first into
the market
lower cost, low cost, high productivity,
increased standardization, few design
demand, changes are needed ,
higher higher reliability
reliability
THE ROLE OF EMPATHY- in design thinking
Empathy is one way of thinking about the
difference between art and design
Design is about being helpful and useful as well as
being provocative and surprising. Design makes
“the art of the possible” a collective endeavour
THE 10 DESIGN TOOLS
1. Visualisation
2. Journey mapping
3. Value chain analysis
4. Mind mapping
5. Rapid concept development
6. Assumption testing
7. Rapid prototyping
8. Customer co-creation
9. Learning launches
10. Story telling
The design tools managers can use
1. Visualisation
Is about using images its not about drawing , its about visual
thinking
It pushes beyond using words or language alone
It is a way of unlocking a different part of brains that allows
engineers to think no verbally and that managers might not
normally use.
The design tools managers can use
2. Journey Mapping
Is an ethnographic research method that focuses on
tracing the customer's journey as he or she interacts
with an organisation while in the process of receiving a
service.
Experience mapping is used with the objective of
identifying needs that customers are often unable to
articulate.
The design tools managers can use
Journey Mapping Continued
It is done by ;
i. laying out a hypothetical view of what a certain customer
group’s journey looks like
ii. Conducting pilot interviews are then done with small number
of customers to be sure that accurate steps are captured
iii. Identifying essential moments of truth and themes from the
interviews and identify a number of dimensions
The objective is to produce a set of hypotheses for testing.
The design tools managers can use
3. Value Chain Analysis
Examines how an organisation interacts with value chain partners
to produce , market and distribute new offerings.
Offers ways to create better value for customers along the chain and
uncovers important clues about partners’ capabilities and
bargaining power of other key suppliers
It begins by working backward from value creation for the end
customer and then adding the capabilities /bargaining power of
other key suppliers
The design tools managers can use
4. Mind Mapping
Directing designers to a particular way of thinking
Used to represent how ideas or other items are linked to a central
idea and to each other
Mind maps are used to generate, visualise , structure and classify
ideas to look patterns and insights that provide key design criteria.
This is done by displaying the data and cluster it into themes and
patterns to emerge.
The design tools managers can use
5. Rapid Concept Development
Need to shorten the time taken to develop the design. Eg ZIMPOST
had to take time to develop their concept and Econet had to
capitalise – came up with new products and services
Assist in generating hypotheses about potential new business
opportunities.
The design tools managers can use
6. Assumption Testing
focuses on identifying assumptions underlying the attractiveness
of a new business idea and using available data to assess the
likelihood that these assumptions will turn out to be true.
These assumptions are then tested through thought experiments,
followed by field experiments, which subject new concepts to
four tests: value creation, execution, scalability, and defensibility.
The design tools managers can use
7. Rapid Prototyping
Putting the design into action
These are techniques that allow us to make abstract new
ideas tangible to potential partners and customers.
These include storyboarding, user scenarios, experience
journeys, and business concept illustrations — all of which
encourage deep involvement by important stakeholders to
provide feedback
The design tools managers can use
8. Customer - Co-creation
Engaging customers to assist in designing.
Incorporates techniques that allow managers to engage a
customer while in the process of generating and developing
new business ideas of mutual interest.
They are among the most value-enhancing, risk-reducing
approaches to growth and innovation
The design tools managers can use
9. Learning launches
Usually used when a new product or service is launched i.e live screening,
frequency of hits (when Samsung Note 10 was launched), a way to find out
whether the product meets the expectation of customers’ needs.
are designed to test the key underlying value-generating assumptions of a
potential new-growth initiative in the market place.
In contrast to a full new-product rollout, a learning launch is a learning
experiment conducted quickly and inexpensively to gather market-driven
data
The design tools managers can use
10. Story telling
In short – giving a testimony of the product or service.
This is weaving together a story rather than just making a series of points.
It is a close relative of visualization—another way to make new ideas feel real
and compelling.
Visual storytelling is actually the most compelling type of story. All good
presentations—whether analytical or design-oriented — tell a persuasive story.
THE RELATIONSHIP BETWEEN
CREATIVE DEVELOPMENT & DESIGN
THINKING
Creativity – coming up with a concept thus creating from scratch not
addressing the problem.
Design thinking – coming up with new or developing an existing
product or service, addressing a specific problem through the use of
technology to come up with innovative ideas.
Hence Designing is answered through creativity.
CREATIVE DEVELPOMENT STAGES
Preparation
Illumination
Incubation
Verification
Creative Development Stages
Preparation - Establishment of centres that promote acquisition of
ideas, designs.
Illumination – Bringing out the design to life or reality.
Incubation – The use of prototyping to get users’ feedback.
Verification – Checks and balances – Does the design perform to
users’ expectation.
