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Design Thinking and Innovation

This document discusses design thinking, user-centered design, and innovation. It provides definitions of design thinking as a problem-solving methodology based on human-centric and iterative processes. User-centered design is defined as an approach that focuses on user needs throughout the design process. The key differences are that user-centered design prioritizes user needs above all else, while design thinking also considers technological feasibility and business goals. Several case studies on companies like PillPack and Bank of America are presented to illustrate how these approaches can drive innovation.

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213 views31 pages

Design Thinking and Innovation

This document discusses design thinking, user-centered design, and innovation. It provides definitions of design thinking as a problem-solving methodology based on human-centric and iterative processes. User-centered design is defined as an approach that focuses on user needs throughout the design process. The key differences are that user-centered design prioritizes user needs above all else, while design thinking also considers technological feasibility and business goals. Several case studies on companies like PillPack and Bank of America are presented to illustrate how these approaches can drive innovation.

Uploaded by

adinamdar
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
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Download as PDF, TXT or read online on Scribd
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Design Thinking,

UCD & Innovation


Amit Inamdar
Industrial Design Consultant,
Design Educator & Social Entrepreneur
Last week we saw
• Value of Design
• What is design?
• Importance of Design
• Role of Design in Business
• Definition of Design Thinking
• Essential aspects of Design Thinking
• Benefits of Design Thinking
Design Thinking by definition

Problem solving methodology based on a systematic,


human-centric, multidisciplinary and iterative
process that generates value through creative and analytical
thinking.
A design mindset is not problem-focused,
it’s solution-focused and action-oriented. It
involves both analysis and imagination.
Tim Brown, CEO of IDEO, the design company that
popularized the term design thinking, says “Design thinking
can be described as a discipline that uses the designer’s
sensibility and methods to match people’s needs with what
is technologically feasible and what a viable business
strategy can convert into customer value and market
opportunity
Impact of Design Thinking
The focus of innovation has shifted from being engineering-
driven to design-driven, from product-centric to customer-
centric, and from marketing-focused to user-experience-
focused
What is Innovation?
A feasible relevant offering such as product, service, process
or experience with a viable business model that is perceived
as new and is adopted by customers

- Gijs Van Wulfen


Building Experience Innovation
Design Thinking and Innovation
People need their interactions with technologies and other
complex systems to be simple, intuitive, and
pleasurable. When done well, human-centered design
enhances the user experience at every touch point and fuels
the creation of products and services that deeply resonate
with customers
Essential aspects of Design Thinking

• The main objective is to solve the customer’s requirements

• Helps in tackling ambiguous and challenging problems

• Drives people to create innovative solutions

• It helps organizations to run faster with more efficiency


Case Study
Understanding customer requirements

PillPack
Launching a nationwide venture that redefines and simplifies
how customers engage with their pharmacy

https://www.ideo.com/case-study/this-startup-revolutionized-an-industry-through-design
This Startup Revolutionized an Industry
Through Design Thinking
https://www.youtube.com/watch?v=IE5ZxZINyZQ&t=69s
Case Study
Tackling Ambiguous Problems

Clean Team
In-Home Toilets for Ghana’s Urban Poor

https://www.designkit.org/case-studies/1 , https://www.cleanteamtoilets.com/
Case Study
Tackling Ambiguous Problems
Case Study
Tackling Ambiguous Problems
Case Study
Innovative solutions
Life Saving Dot – Jeevan Bindi
Creating a “patch” which can deliver up to 150 micrograms of
iodine through the skin

https://borgenproject.org/tag/life-saving-dot/
Case Study
Innovative solutions

https://www.youtube.com/watch?v=R342pPtvbMM
Case Study
Improved efficiency

Keep the Change – Bank of America


This is how Bank of America attracted 2 million customers in
less than a year
Case Study
Improved efficiency

Research
1. All the women used to round up the numbers while writing
a cheque rather than mentioning the exact amount. For
example: instead of writing a check of 89.76$ for a refueling
bill, they used to round it up to 90$. Indeed, it simplified
calculations, but it also added a little buffer each month.
2. The second most concerning point was that mothers were
unable to save. Some of them did not have enough money
to put anything aside, while others could not control their
impulse buying.
Case Study
Improved efficiency

Live Calculator
https://www.bankofamerica.com/deposits/keep-the-change/
Design Thinking
v/s
User Centered Design
User Centered Design
User-centered design is an approach to
design that puts users’ needs front and
center, and follows an iterative design
process that focuses on the user’s needs
every step of the way.
User Centered Design

While there is some focus on the requirements


of the company, a majority of design decisions
are made with the user’s expectations and
needs at the forefront. The main goal of UCD
is to create a product that is highly desirable
and functional to the user.
Principles of User Centered Design
• Early involvement of end-users
• A clear understanding of the context of use and user
needs
• Regular collection, analysis, and incorporation of
user feedback
• Employing a user-centric approach to product
development and delivery procedures
• Utilizing an iterative design process with a continual
goal to improve user experience
Steps of UCD Process
Design Thinking
Design thinking is a non-traditional approach to
problem solving and can be applied to a variety of
industries to help strengthen their services, products,
policies, or design processes. It can be used to
develop solutions for end-users but can also help
organizations reinforce innovation, boost creativity,
and implement new strategies and concepts for
better overall function.
Design Thinking Process
Difference between UCD &Design
Thinking
User-centered design focuses on fostering deep empathy
with the population you are designing for. The goal is to
create solutions with users’ needs and feedback at the
forefront of all design decisions.
While design thinking also requires great knowledge of the
user, it also takes technological feasibility and business
goals into consideration. This is a method that can be
applied to more than just product development.
Difference between UCD &Design
Thinking
To Conclude
Both user-centered design and design thinking are
invaluable resources to keep in your designers toolbox.
When choosing which design method will work best for
your current project, it’s important to understand the
subtle variance between user-centered design and design
thinking.
While they each have analogous steps and similar
overarching concepts, the small differences in their main
focus may make one method more preferable than the
other.

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