Design Thinking - An introductory presentation to make understand its basics, practical guidelines, Tools & Techniques and processes to manage a project using Design Thinking.

1. Project Management
using Design
Thinking
Saurabh Kaushik (saurabh.kaushik.in@gmail.com)
Project Management
using Design
Thinking
Saurabh Kaushik (saurabh.kaushik.in@gmail.com)

2. AgendaAgenda
Why, Design Thinking?Why, Design Thinking?
What is Design Thinking?What is Design Thinking?
How to Practice, Design Thinking?How to Practice, Design Thinking?
How to Manage, Design Thinking?How to Manage, Design Thinking?
Where to go for More, Design Thinking?Where to go for More, Design Thinking?

3. Which is the
One?
Which is the
One?
Which is
the One?
Which is
the One?

4. Why, Design Thinking?Why, Design Thinking?

5. Human Center (vs
Product/Service)
Possibility Driven (vs
Standardized Path)
Option Focused (vs
One Big Gamble)
Iterative (vs First
Time Right)
Challenge – “Ideation Process???”
Myth – “I am not Creative, I cant Ideate, Why Me, … it is not me!!”
Hammering – “Need of Hours – Ideate or Perish!!!“
“Good News!! Yes, we all can Be
Creative, even if we think otherwise!”
Design Thinking is
Need for Design ThinkingNeed for Design Thinking

6. Root of the ProblemRoot of the Problem

7. Design Thinking and InnovationDesign Thinking and Innovation

8. Design Thinking – ImpactDesign Thinking – Impact

9. Design
Thinking
Culture
Empathy
Creative
Confidence
Integrated
Collaboration
Design ThinkingDesign Thinking

10. Choosing a Mindset!Choosing a Mindset!

11. Companies Using itCompanies Using it

12. What is Design Thinking?What is Design Thinking?

13. Design Thinking – Stanford ModelDesign Thinking – Stanford Model

14. Design Thinking – Another ProcessDesign Thinking – Another Process

15. •Broaden Problem Definition
•Uncover Unarticulated
Needs
•Translate into Design Criteria
What Is
•Generate Idea
•Combine New Ideas and
create new Concepts
What If • Treat each Concept as
Hypothesis
• Evaluate Each concept
against Design Criteria
• Choose the Concept that
wow
What Wow
• Iteratively Test Prototype
with Users
What Works
Structure of Design ProcessStructure of Design Process

16. Process of Design ThinkingProcess of Design Thinking

17. How to Practice, Design Thinking?How to Practice, Design Thinking?

18. Tools of Design ThinkingTools of Design Thinking

19. Tools – DetailsTools – Details
Visualization:
• using imagery to
envision
possibilities and
bring them to
life
Journey
Mapping:
• assessing the
existing
experience
through the
customer’s eyes
Value Chain
Analysis:
• assessing the
current value
chain that
supports the
customer’s
journey
Mind Mapping:
• generating
insights from
exploration
activities and
using those to
create design
criteria
Brainstorming:
• generating new
possibilities and
new alternative
business models
Concept
Development:
•assembling innovative
elements into a
coherent alternative
solution that can be
explored and
evaluated
Assumption
Testing:
•isolating and testing the
key assumptions that
will drive the success
or failure of a concept
Rapid Prototyping:
•expressing a new
concept in a tangible
form for exploration,
testing, and
refinement
Customer Co-
Creation:
•enrolling customers to
participate in creating
the solution that best
meets their needs
Learning Launch:
•creating an affordable
experiment that lets
customers experience
the new solution over
an extended period of
time, to test key
assumptions with
market data

20. VisualizationVisualization
Using imagery to envision possibilities and bring them to life

21. Journey MapJourney Map
Assessing the existing experience through the customer’s eyes Ethnography

22. Value Chain AnalysisValue Chain Analysis
Assessing the current value chain that supports the customer’s journey
•

23. Mind mappingMind mapping
Generating insights from exploration activities and using those to create design criteria
Output - Design Criteria for Next

24. BrainstormingBrainstorming
Generating new possibilities and new alternative business models
•

25. Concept DevelopmentConcept Development
Assembling innovative elements into a coherent alternative solution that can
be explored and evaluated
•
Storytelling

26. Assumption TestingAssumption Testing
Isolating and testing the key assumptions that will drive the success or failure
of a concept
•

27. Rapid PrototypingRapid Prototyping
Expressing a new concept in a tangible form for exploration, testing, and
refinement
•

28. Customer Co-CreationCustomer Co-Creation
Enrolling customers to participate in creating the solution that best meets
their needs
•

29. Learning LaunchLearning Launch
Creating an affordable experiment that lets customers experience the new
solution over an extended period of time, to test key assumptions with
market data
•

30. How To Manage, Design Thinking?How To Manage, Design Thinking?

31. Project Management - ProcessProject Management - Process
Design Brief
(What Is)
• Formalizes the growth project
• Defines goals, resources, timelines, etc.
• Serves as a “North Star” throughout the project
Design
Criteria
(What If)
• Sets criteria to evaluate alternative designs (derived from study of user needs and business
requirements)
• Becomes part of the design brief
Napkin Pitch
(What Wows)
• Crystalizes communication of solution concepts (after brainstorming and concept
development)
• Describes each of the best few (3–5) solutions that meet the design criteria in a template
that allows for apples-to-apples comparison
Learning
Guide (What
Works)
• Defines an affordable level of resources to invest in learning whether (or not) the top 2–3
concepts are feasible.

32. Managing Design Process -
Emotional Journey
Managing Design Process -
Emotional Journey

33. How To Go for More, Design
Thinking?
How To Go for More, Design
Thinking?

34. • http://jeanneliedtka.wordpress.com/
• http://batten.squarespace.com/
• http://jeanneliedtka.wordpress.com/
• http://batten.squarespace.com/
References:References:

35. RecapRecap

36. Happy Design Thinking
Saurabh Kaushik (saurabh.kaushik.in@gmail.com)
Happy Design Thinking
Saurabh Kaushik (saurabh.kaushik.in@gmail.com)