Design Thinking

Prepared By* Mohamed Osman

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Introduce yourself
 Journey of the Startup companies
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Increasing sales and the

power of marketing Applying different tools
to improve and solve
problems.

Manage Innovation Operations

and Project
Management

Design your product

Idea generation Commercialize the idea

(Business Planning)

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New Trends

Cloud technologies
Cyber- physical systems

Artificial intelligence

Industry 4.0

I.O.T
Human Centric Design 5

HUMAN VALUES

BUSINESS TECHNOLOGY

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Design Thinking ‫اﻟﺗﻔﻛﯾر اﻟﺗﺻﻣﯾﻣﻲ‬

It is a creative and collaborative problem-solving

methodology used to generate more empathetic
and innovative solutions.
‫ھﻲ اﻟﻣﻧﮭﺟﯾﺔ اﻟ ُﻣﺳﺗَﺧدﻣﺔ ﻣن ﻗِﺑل اﻟﻣﺻ ّﻣﻣﯾن ﻟﺣل اﻟﻣﺷﺎﻛل‬
‫اﻟﻣﻌﻘّدة واﻟﻌﺛور ﻋﻠﻰ ﺣﻠول ﺗﺗواﻓﻖ ورﻏﺑﺎت اﻟﻌﻣﻼء‬
 The Human Centered Design Process
• Human Centered Design Process implements consideration of the user throughout planning and design.
• An ISO has been published that documents the underlying tenants of the human/user centered design
process.
• ISO 13407 provides a level of consistency in the way HCD/USC is implemented, and focuses upon process, not
specifics.
• There are 4 fundamental steps to the process:
• Define the context of use: what are the tasks or objectives associated with the design.
• Specify requirements: what expectations or requirements must the design accommodate
• Create design solutions: prototyping, rendering, mockup building
• Evaluate designs: usability testing and ergonomic assessment
Identify Need Define Context Specify Requirements

Evaluate Design Create Design

Design Complete
 What Is Design Thinking?

• Design Thinking is an iterative process

in which we seek to
• Understand the user
• challenge assumptions
• redefine problems in an attempt to
• identify alternative strategies and solutions
that might not be instantly apparent with
our initial level of understanding.
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The Double Diamond* approach to design
has two divergent/convergent stages

* Developed by the UK Design Council circa 2006

‫ﻣﻔﻬﻮم ﻣﻨﻄﻘﺔ اﻟﻤﺸكﻠﺔ و ﻣﻨﻄﻘﺔ اﻟﺤﻞ‬
 Do you Know
your Customer?

If you don’t know your customer well

then 99% of your assumptions are wrong
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 Customer Segmentation

Why Segment?

- Meet consumer needs more precisely

- Increase profits
- Segment leadership
- Retain customers
- Focus marketing communications

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 Quantitative Customer Segmentation
Customer
Segmentation

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Customer Persona
 What are Personas?
Archetypes representative of actual groups
of customers and their needs
Based on research with real people
Ideally based on qualitative and/or
quantitative customer research:
observational studies, contextual inquiry,
interviews, etc.
Not reflective of every customer or
marketing segment
Personas represent behaviour patterns,
not job descriptions

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Personas – Consumer

Who am I ? Buying behaviour

(Family status, Ethnic / cultural background)
Looks for a romantic, relaxed, dining
Not married, boyfriend (James) experience, bar facility, good décor,
Born in Germany, parents relaxing environment, likes to test no
immigrated from China offers
Name: Lin
Age: 27
Gender: Female

Hobbies Job description Education Statements

Playing tennis, gym, Chef Designer at Arts4U Inc., Studied graphic Romance is part of
watching movies developing new designs design in my life
Germany.

Salary
2.500 € monthly

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Personas – B2B

Who am I ? Job Position Purchasing Company

(Family status, Ethnic / cultural
Manager, Reports Greenfield
background, Education)
directly to CEO, 2 staff Technologies Inc.,
Married, 1 Kid at school,
member in his unit, Welding
1 kid at university
Name: James Winter Performance measure: equipment, 100
Education: MBA
Age: 55 Operation efficiency, cost employees, $20M
Standford
Gender: Male reduction. Turnover.

Goals and Challenges Communication Preference Statements

Value most: job security, family recognition for Email, phone, uses internet for getting Do it right at
success, church / Biggest challenge: managing information about suppliers, reads the first time
people, keeping all balls on air / Biggest Economist and Best Supplier
objections: Appearance, not state of the art, Magazine, Social networks: Linkedin
liability, look dumb

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 Action Time
🕒🕒 Wallet Design

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Ways to Create an Innovative Solution

Systematic Problem Solving

Customer Demand
Creativity
Solution

Learning from Competitors

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• What is the difference between the Creativity and Innovation?

• is thinking up a new thing or an idea that is new

Creativity
to you
• Spending Money to Generate Ideas
• is the transformation of money into knowledge

• is doing a new thing or the practical application of

Innovation
creative ideas
• Spending Ideas to Generate Money
• is the transformation of knowledge into money
 The difference between innovation, creativity and
invention?
Implementation
‫اﻟﺗﻧﻔﯾذ‬

Need
Invention Innovation
Discovery Idea ‫اﻟﻔﻜﺮة‬ ‫ت‬
‫اﻻﺧ�اع‬ ‫اﻻﺑﺘكﺎر‬
‫ا�تﺸﺎف اﻟﺤﺎﺟﺔ‬

Generate Ideas Value Creation

‫ﺗوﻟﯾد اﻻﻓﻛﺎر‬ ‫ﺧﻠﻖ اﻟﻘﯾﻣﺔ‬

creativity? Invention? Innovation?

Coming up with a new idea Implementation of a new That the idea succeeds in making money
new concept idea or a new concept after implementation
‫اﻟﺧروج ﺑﻔﻛرة ﺟدﯾدة او ﻣﻔﮭوم ﺟدﯾد‬ ‫ﺗﻧﻔﯾذ اﻟﻔﻛره اﻟﺟدﯾدة او اﻟﻣﻔﮭوم اﻟﺟدﯾد‬ ‫ان ﺗﻧﺟﺢ اﻟﻔﻛره ﻓﻲ ﺟﻧﻲ اﻟﻣﺎل ﺑﻌد اﻟﺗﻧﻔﯾذ‬
Innovation is:

Successful Application of new ideas

:‫• اﻻﺑﺗﻛﺎر ھو‬

‫اﻟﺗطﺑﯾﻖ اﻟﻧﺎﺟﺢ ﻟﻼﻓﻛﺎر اﻟﺟدﯾدة‬

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 Where do Ideas coms from?
1. Market (Pull/Demand/Need) (The necessity is the ‫ اﻟﺣﺎﺟﺔ( )اﻟﺣﺎﺟﺔ ھﻲ أم‬/ ‫ اﻟطﻠب‬/ ‫اﻟﺳوق )ﺳﺣب‬ .1
mother of innovation) (‫اﻻﺑﺗﻛﺎر‬
2. Technology push (Radar, Mobile, Microwave, ،‫ ﻣﯾﻛرووﯾف‬،‫ ﻣوﺑﺎﯾل‬،‫دﻓﻊ اﻟﺗﻛﻧوﻟوﺟﯾﺎ )اﻟرادار‬ .2
hovercraft, Antibiotics) (‫ اﻟﻣﺿﺎدات اﻟﺣﯾوﯾﺔ‬،‫اﻟﺣواﻣﺎت‬
3. Regulation ‫اﻟﺗﺷرﯾﻌﺎت‬ .3
4. Recombination ‫إﻋﺎدة اﻟﺗرﻛﯾب‬ .4
5. Futures and forecasting ‫اﻟﺗﻧﺑؤ ﺑﺎﻟﻣﺳﺗﻘﺑل‬ .5
6. Accidents ‫اﻟﺣوادث‬ .6
‫أدوات و أﺳﺎﻟﯾب اﻟﺑﺣث‬ .7
7. Search tools & methods
(‫ واﻹﻟﮭﺎم‬،‫ )اﻟﻣﻧﺎخ واﻹﺑداع‬- ‫• ﻣﺻﺎدر داﺧﻠﯾﺔ‬
• Internal sources – (climate & creativity, Inspiration)
،‫ اﻻﺑﺗﻛﺎر اﻟﻣﻔﺗوح )ﻟﻠﻣﺳﺗﺧدﻣﯾن‬- ‫• ﻣﺻﺎدر ﺧﺎرﺟﯾﺔ‬
• External sources – open innovation (Users, Watching
others, Competitors, partners, etc.)
(.‫ اﻟﺦ‬،‫ﻣﺷﺎھدة اﻵﺧرﯾن واﻟﻣﻧﺎﻓﺳﯾن واﻟﺷرﻛﺎء‬
Natures Creation? or Human Creation

The Leaf or Solar Panel (energy from light)

Brain or Computer/Electronic Circuitry

DNA or Computer Program

Ear Drum or Microphone

Eye or Camera (lens, focus, iris, film)

Eye Lid or Windshield Wiper

Tears or Wiper Fluid

Incisor Teeth or Knife

Heart or Pump

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 Ideation Tools & Techniques

Associations Mapping techniques

1. Delphi-Method 12. Mind Mapping
2. Brain-Walking Systematic variation
3. Method 635 13. Morphological Analysis
4. Brain Storming 14. Osborn's Checklist
Change of perspectives 15. Head Stand
5. Walt Disney-Method Analogy technique
6. The Six Thinking Hats 16. Visualizing
7. Identification method 17. Bionic
Random methods Buzz words 18. Prototyping
8. Catalogue method 19. Visual Synaptic
9. Alternative Scenarios Moderation & Team building
10. Attribute Listing 20. Outdoor association
11. Lexicon method 21. Autumn Foliage
 Workshop#1

Morphological Analysis
Morphological Analysis as Innovation Tool
• Morphological chart or general morphological analysis is
a method developed by Fritz Zwicky (1967, 1969) for
exploring all the possible solutions to a multi-dimensional,
non-quantified complex problem

• Technique for exploring all the possible solutions to a

multi-dimensional, non-quantified problem complex.

• As a problem-structuring and problem-solving technique,

morphological analysis was designed for multi-
dimensional, non-quantifiable problems where causal
modelling and simulation do not function well or at all.

Analyze the
Brain storming for
possible solution
Describe the possible Evaluate possible
parameters
problem manifestations of all solution
(product
parameters
characteristics) 37
Morphological Box: Example Ink Jet Printer

Dimensions
Attributes 1 2 3 4
Frame quadrate rectangle oval round
Material ordinary steel plastics aluminium timber
rainbow-
Colour grey green-yellow gold-coloured
coloured
Paper reservoir single 10 sheets 50 sheets 100 sheets
Connection USB COM infrared radio
Ink black 2 cartridges 3 cartridges 4 cartridges
Volume of ink
20 ml 30 ml 40 ml 60 ml
cartridge
2 sheets / 40 sheets /
Printing rate 10 sheets / min 60 sheets / min
min min
24 hour
Service guarantee no service service 24 hour service
(free of charge)
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Morphological Box: Example Ink Jet Printer

Dimensions
Attributes 1 2 3 4
Frame quadrate rectangle oval round
Material ordinary steel plastics aluminium timber
rainbow-
Colour grey green-yellow gold-coloured
coloured
Paper reservoir single 10 sheets 50 sheets 100 sheets
Connection USB COM infrared radio
Ink black 2 cartridges 3 cartridges 4 cartridges
Volume of ink
20 ml 30 ml 40 ml 60 ml
cartridge
Printing rate 2 sheets / min 10 sheets / min 40 sheets / min 60 sheets / min
24 hour service
Service guarantee no service 24 hour service
(free of charge)

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Example: New Beverage

Presentation Flavor Color Size Price Target Attribut

Glass bottle Strawberry Red 1 liter Very cheap Students es
Plastic bottle Banana Orange 1,5 liters Cheap Men
Plastic Bag Orange Transparent 2 liters Average Women
Tetra brick Grape Green 50cl Expensive Kids
Dimensions
Can Peach Violet 100 Very expensive Sportsman

Presentation Flavor Color Size Price Target

Glass bottle Strawberry Red 1 liter Very cheap Students
Plastic bottle Banana Orange 1,5 liters Cheap Men

Combination 1 Plastic Bag Orange Transparent 2 liters Average Women

Tetra brick Grape Green 50cl Expensive Kids
Can Peach Violet 100 Very expensive Sportsman

Presentation Flavor Color Size Price Target

Glass bottle Strawberry Red 1 liter Very cheap Students
Plastic bottle Banana Orange 1,5 liters Cheap Men
Combination 2 Plastic Bag Orange Transparent 2 liters Average Women
Tetra brick Grape Green 50cl Expensive Kids
Can Peach Violet 100 Very expensive Sportsman

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Water Boiler Morphological Chart

Size
Shape
Material
Hand shape
Hand material
Energy source
Cover shape

Cover Material
Water Boiler Morphological Chart

Size
Shape
Material
Hand shape
Hand material
Energy source
Cover shape
Cover Material
Solutions
Morphological Chart for Cake
Now we must:

• Shortlist the ideas

from 50 ideas to 10 ideas

• Then we will use the six thinking hats

tools to select the single BEST idea.
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The Assignment?
• What are the Solutions You choose it for solving the problem?

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Workshop#2
 Walt Disney-Method
It is a creativity technique developed by Robert Dilts by
modeling Walter Elias Disney. (Modeling here means"
Behavior Modeling" a term from the Neuro-Linguistic
Programming).

Objective
This method is useful for working out targets and
improving your creativity without forgetting the
feasibility

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The Six Thinking Hats

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Idea Evaluation

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 Business Opportunity Map (BOM)

Business Line 1 Business Line 2 Business Line 3

Market Growth

New Customer Demand

Insatisfied Customer Demand

New Standards, Regulations, Certifications

Competitor investment in Business Lines

Appearance of new Competitors

Disappearence of Competitors

Appearance of new Technologies

Outdated Technologies
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 Idea
Validation Tools
 What Is Idea
Validation?
Idea validation is the process of testing business ideas to
understand their viability. It helps to prove the market
need and target audience’s willingness to pay.
- Your idea might be the business achievement of the decade.
But without a market need, the idea is worth nothing.
- Testing your startup idea is a cheap and confident way to ascertain there
are early adopters. And to make sure they are ready to spend money on
your product.

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SWOT Analysis
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What is Lean Start-
up BML?

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