In this session, they want to see the five faces that make up the design thinking process, and they
are also going to see the historical perspective on design thinking.
So design thinking is essentially a solution oriented approach.
It's also a problem solving method of like Six Sigma.
Lean on many other approaches, just that design thinking is a right brain oriented problem solving
approach.
It is important to note that design thinking is a fantastic tool to manage complex problems, problems
that are poorly defined or the solution is absolutely OK.
We go about the process by understanding the human needs.
It's important to note that many of the failures of organizations happen because the human needs are
more clearly understood, meaning what they offer as a product or service is not really addressing the
human needs.
There is no requirement in the first place.
We solve problems by reframing the problem instead of focusing on the problem, focus on the solution,
we brainstorm for identifying multiple solutions.
You can prioritize.
Design thinking also involves prototyping, in fact, is one of the very important aspects.
OK, so all these things make up the design thinking process, the five steps that we are going to see.
They are not sequential.
They can be treated.
And a few things can happen in parallel worlds.
So understand, these five stages will really empower an organization or an individual to solve complex
problems in our companies, countries and even in our lives.
So that's the beauty of design thinking.
So if you really look at the history, OK, we can trace it back to the late 60s when the Nobel laureate,
Herbert Simon, he outlined the design thinking process in his seminal text on the science of the artificial
OK, very highly developed, a seven step approach to all the first formal models of design thinking,
because if you see that these five phases are quite commonsensical.
But it was he who gave a lot of formal structure to this process.
Right.
As I noted initially when he conceded there were seven faces to the popular model that is currently
being used in this five step approach, we want to focus on the five step approach.
But please note that what Herbert Simon proposed in the late 60s was a seven step approach.
The first step approach that we are going to use is quite effective in solving the problem or any challenges.
Right.
So this is on the history of design thinking, right?
It's come along with design.
Thinking is attracting a lot of attention in the last 10 years or so as the complexities of problems
increases, as the pace of change increases, design thinking is a very, very important tool to solving
and managing the problems of today's world.
Right.
At its core, it's a customer centric.
As I said earlier, it's a solution oriented approach to right brain oriented approach and is also customer
centric approach to people oriented approach.
Because we are talking of empathy.
We are talking of looking at the problem as an opportunity rather than as a challenge or a roadblock.
Right.
So there are multiple aspects to it.
Right.
There is the technology component that is the cultural right is the business, that is the employees
company.
But at its core, it is customer.
At its core, it's customer.
I want to take a moment to deep dive on culture wars, innovation and design thinking, or at its core
there.
It's all about culture, right?
You can provide training.
You can run projects on innovation and design thinking.
But if the culture of the organization doesn't incorporate the right wing approaches of innovation and
design, thinking, the organization is not going to benefit, not even in the medium term.
Don't forget about the Long-Term, right?
So our organization should attempt to blend the left brain and right brain approaches in solving problems.
So culture definitely plays a role, right?
It's essential that organizations foster a culture of innovation, experimenting things.
It's okay to fail, but you can fail.
In fact, can you fail fast so you can learn from the mistakes and offer a better solution to your customers
and to the market.
So culture is a very, very important aspect, one that will go a long way in providing benefits to
the organization.
Right.
So it's one thing about knowing what is design, thinking how to apply.
But culture is a totally different thing and organizations must focus equally on the culture aspect.
So this is the five step process, right?
We start with empathise, OK, define.
I did prototype and test, as I indicated earlier.
These are not sequential and many of these steps can happen in parallel.
They can very well be triggered because you can learn from mistakes.
But at the core, right, it's a solution oriented approach.
You view the problem as an opportunity to provide a solution.
Right.
To understand the human needs.
Emphasizing emphasize on photo time, I introduce the concept of free fast in the previous line.
Design thinking approach.
Lays a lot of emphasis on experimentation, right?
When you experiment, you'll want to fail sometimes if you don't have the appetite.
For failure, don't even think of design, think.
Right, because when you try something.
That is a probability that you should be prepared to say.
So very fast, so you can learn from the mistakes, recover fast from the failure.
Very, very important aspects of design.
That's why we prototype so you can test the solution with a small group of customers you love, OK,
the emphasis is a lot of emphasis.
Also, the emphasis is on speed.
The emphasis is on people and customers.
You start with understanding the human needs.
Starts with understanding the requirements like.
In simple human need, those OK, then we try to reframe the problem, we idiot.
We look for many, many ideas.
Then we validate it and then we expect.
So this is the five step approach, one that you can use it to redefine your process to offer a better
customer experience, you running a service process, service delivery process, or if you're planning
to launch a product, it can be a physical product or it can be a software product.
Many, many applications, you saw your building user interface, you can apply the design thinking
approach right to one model used in multiple industries.
To innovate and to address.
One key aspect to note is in all of this.
It's important to start with your problem or objectives, right?
What is it that you're trying to solve?
It's important to articulate clearly alignment objectives before you start the design thing, because
at the end of the process, let's say you rolled out a new product product announcement service.
You need to validate if that particular announcement or rollout is addressing the problem or objectives
you had causing.
This is very important, right?
So you approached the design thinking within the boundaries.
All your problems and objectives that you're trying to address.
Right.
You think that I'm constraining the innovation of the thinking process, that's not the objective here,
is to clearly articulate what is it that you're trying to solve?
Right.
Why are you holding what are you trying to solve?
Optical.
Define on to get a sign off from all the stakeholders, then start the process.
Right, because this is not a theoretical exercise in an organization, if you are ruling out a product
or ruling out a service, that is money, what you need to have a clear return on investment.
Right, even if you allow for things to feel right, this is not an academic exercise.
Right.
So it's important that you have the objectives on problem areas in mind as you start the design process.
Remember what I said?
I want to blend the right brain with the left brain approaches, right?
What about like what are the advantages and disadvantages are it is too much to do, right?
Yes.
The focus of this program is about design thinking.
That doesn't mean that we stop looking at the things like return on investment or the what is the tangible
benefit of a new product or an announcement from.
Right.
So everything is measured in terms of numbers and with respect to what you decided at the beginning
of the program.
Right.
So please keep this my keep this in mind.
This is also an important aspect as you kick off your innovation or design thinking to.
Kim.
So having seen the five step approach, right, the five stages that can happen iteratively empowerment,
right?
We've seen that.
Now let's understand that can applied apply design.
You can apply design thinking for product development, software development, especially software,
product development, user interface, service design.
You're rolling out a service.
You could be running a restaurant.
Or you could be running a series resort.
Could be running a ticketing service, so you're offering service to customers and that is the service
design and you can apply design thinking all these scenarios.
So two things that you need to keep in mind is.
How the organization relates itself to the users, right?
This is important aspect because this will form the basis for your innovation solution.
Right.
And equally important is how you prototype the products.
Right.
Design thinking, as I've been telling you, to balance or a blend of left and right, rightly so left
brain is analytical thinking and right brain is more into innovation ideas.
So design thinking is actually a balance is actually a blend of these two approaches.
Right.
And I said intelligent design thinking is all about people.
And I say people, it's about employees, it's about customers and design thinking integrates the elements
of people.
Technology and more importantly, viability.
Remember what I said when I talked about the five stages keep the objectives of the problem areas in
mind as you start your design thinking just because design thinking is equally about liability.
This is not an academic exercise.
Right.
So when you are thinking of innovation, when you're rolling out a new announcement to a product, liability
is a very, very important aspect.
In fact, that is the reason you do a pilot.
That is the reason you do a prototype.
You want to validate your business idea before you can roll it at a much larger scale.
Claire.
So that's what I wanted to cover in this session.
So we saw the five step approach, five phases involved in the design thinking process, the importance
of keeping the problem and the objectives of mind.
It is all about viability, design.
We also learned that design thinking is so people centric approach.
When I say people, you're talking of employees and customers.
OK, so good.
So that's what I wanted to cover in this session.