Design Thinking - Introduction
- 2. Design Thinking Disclaimer The names of events, personalities and actions by them are taken purely for explaining the concept of Design Thinking . This does not tend to convey the speakers political or social affiliations. Information presented/talked is the one in public domain and the speaker does not have any insights into working of these organizations Design Thinking has to be experienced in a real situation. This session just attempts to introduce the concept
- 3. 3 Ice Breaker What do these companies have in common? 1955 2017 How many such companies exist? 60 88% of the companies who were in the 1955 list have - either gone bankrupt - merged with other companies or - have vanished from the list Important Lessons - Today’s strength might be tomorrow’s weakness - Every competitive advantage has a limited lifespan - Feedforward over Feedback
- 5. 5 Why Design Thinking? PS : Wicked problems do not have clear yes or no solution Design thinking is a problem solving methodology that is used to address ‘wicked problems’
- 7. 7 Design Thinking –New Product or Improving the User Experience
- 8. 8 Where is Design Thinking applied? Armed Forces Consumer Goods User Experience Finance Cosmetics
- 9. 9 What is Design Thinking? - Identify Problem from user’s perspective Problem solving method - Understand the user and challenge assumptions Understand our customers - Iterate, Prototype, Develop - Test the solution before implementation Solution based approach 01 02 03 An iterative process in which we seek to understand the user, challenge assumptions, and redefine problems in an attempt to identify alternative strategies and solutions that might not be instantly apparent with our initial level of understanding
- 10. 10 Design Thinking – The Big Picture Conduct research in order to develop knowledge about what our users do, say, think, and feel 01 Empathize 02 Combine all your research and identify where our users’ problems exist Define Brainstorm a range of crazy, creative ideas that address the unmet user needs identified in the define phase 04 Prototype 03 Ideate Build real, tactile representations for a subset of our ideas 05 Test Return to our users for feedback. Ask powerful questions Does the solution meet your needs? Put the vision into effect Ensure that the solution is materialized and touches the lives of the end users. 06 Implement Design thinking employs divergent thinking as a way to ensure that many possible solutions are explored, and then convergent thinking as a way to narrow these down to a final preferred solution.
- 11. Design Thinking – Empathize 11 - Understand the user’s problem - Put yourself in the shoes of the person - Emotional attachment with the subject - Helps remove my biases and assumptions
- 12. Design Thinking – Empathize 12
- 13. Design Thinking – Empathy Map 13
- 14. 14 Design Thinking – Define - Analyze your observations and synthesize - Create a Problem Statement - Human centered approach “We need to increase our food- product market share among young teenagers by 5%,” “Teenagers need to eat nutritious food in order to thrive, be healthy and grow.”
- 15. 15 Design Thinking – Define - Analyze your observations and synthesize - Create a Problem Statement - Human centered approach
- 16. 16 Design Thinking – Ideate - Start generating multiple ideas - “Out of Box” thinking - Brainstorming, Brain writing, SCAMPER - Multiple solutions encouraged SCAMPER : Substitute, Combine, Adapt, Modify, Put to another use, Eliminate, Reverse
- 17. 17 Design Thinking – Prototype - Develop the prototype - Goal of this phase is to understand what components of your ideas work
- 18. 18 Design Thinking – Test - Test the prototypes - Trial runs… Pilot - Redefine the problem - Rework on the solution - Final Go Ahead
- 20. Case Study - Background Information Bank A Bank B Insurance Subsidiary • Personal • Motor • Home VP (Sales) Embedded Insurance Product Home Buyer Sales @ FY’17-18 (100 Crores) Public Sector Loan application Loan Approval 4 1 2 2 3 3 Design Thinking – Insurance Product Sale Bank A & B (Public Sector banks) have come together and formed an Insurance subsidiary 1 2 Subsidiary is into selling insurance policy for individual, Travel, Motor, General Insurance & Home Insurance 3 Company C has a product which is of personal insurance to cover Home Loan seekers liability… FY’17-18 Sales : 100 Crores 4 Total Home Loan Disbursed (FY 17-18) Bank A : 500 Crores Bank B : 250 Crores 2 VP (Sales) disappointed with sales of insurance product 750 Crores Problem Statement 20
- 21. Case Study – Key Challenges Today!! Bank A Bank B Insurance Subsidiary • Personal • Motor • Home VP (Sales) Embedded Insurance Product Home Buyer Sales @ FY’17-18 (100 Crores) Public Sector Loan application Loan Approval 4 1 2 2 3 3 Design Thinking – Insurance Product Sale Members forms from Bank A & B are not shared with Insurance subsidiary 2 2 No leads available for customers who have applied for Home Loan and not opted for Liability Insurance 2 Challenges in obtaining the Loan Application status where liability insurance cover has been opted 2 2 Current Sales process needs an overhaul.. Can Design Thinking help?? Problem Statement 21 How to we identify new Home Loan seekers who have not opted for liability insurance
- 22. 22 Design Thinking – Implement - Solution reaches the customer - Iteratively improve or / and solve the pain points / problem