Design Thinking and Creativity for

Innovation
21UCT101

Design Thinking and Creativity for Innovation DISCOVER . LEARN . EMPOWER

 Introduction to Design
Thinking

CO Title Level
Number

CO1 To extend the basics of design thinking and creativity for Understand 
innovation.

CO2 To relate the concept of design thinking in job & business Apply
scenario.  
CO3 To devise methods to solve business problems with the help Analyze
of design thinking.
CO4 To appraise design thinking process for disruptive innovation. Evaluate

CO5 To prepare design thinking plans for products, services and Create
business model genre.

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Introduction to Design Thinking

• "Design thinking is a human-centered approach to innovation that

draws from the designer’s toolkit to integrate the needs of people, the
possibilities of technology, and the requirements for business success".
—TIM BROWN, EXECUTIVE CHAIR OF IDEO

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Introduction to Design Thinking

• According to Liedtka (2014), the design thinking process needs to

answer four questions — What is? What if? What wows? What
works? — each representing a different stage of a design experience.
“What is” refers to the present. “What if” builds on the present to
envision a new future. “What wows” helps teams focus on solutions
that stand out and “What works” tests possible solutions with actual
users in the real world.

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What is Design Thinking

• At a glance, the journey from “What is” to “What works” may seem linear.
However, as in any design thinking framework, it is iterative.

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What is Design Thinking

Five Step Process of Design Thinking

1. Empathize

Source: https://medium.com/cylinderproject/how-to-actually-empathize-8198e7800166
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• The first stage of the design process is to understand the perspective
of the target audience/customer/consumer to identify and address
the problem at hand. To do this, design thinkers are encouraged to
cast aside all assumptions about the problem, the consumers, and the
world at large. This allows them to objectively consider any and all
possibilities about the customers and their needs.

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 What is Design Thinking
• Define

Source:http://www.pmlive.com/pharma_news/define_the_problem_then_find_the_answer_341206?
SQ_ACTION=clear_design_name&full=true
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• Putting together all of the information gathered in the first stage, the
next step is to define the problem statement clearly. The resulting
problem statement should be captured in human-centered terms
rather than focused on business goals. For example, instead of setting
a goal to increase signups by 5%, a human-centered target would be
to help busy moms provide healthy food for their families.

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 What is Design Thinking
• Ideate

Source:https://www.interaction-design.org/literature/article/stage-3-in-the-design-thinking-process-ideate

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• Now that the problem is apparent, it’s time to brainstorm ways to
address those unmet needs. You collect as many ideas as possible at
the start, so that by the end, your team can investigate and test them.
• The ideation stage marks the transition from identifying problems to
exploring solutions. It flows between idea generation and evaluation,
but it’s important that each process remains separate from each other.
When it’s time to generate ideas, do so quickly without focusing on
the quality or feasibility of the idea for now. After ideas are collected,
move into the evaluation phase. This is where you can go around the
room and discuss the ideas presented to get clarification if needed.

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 What is Design Thinking
• Prototype

Source: https://refactoring.guru/design-patterns/prototype

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• It’s time to experiment! Through trial and error, your team identifies which of
the possible solutions can best solve the identified problem(s). This typically
will include scaled-down versions of the products or systems in question so
you can present and get feedback from the people they are intended to serve.
• The goal is to start with a low-fidelity version of the intended solution and
improve it over time based on feedback. Beginning with a paper prototype can
help you learn quickly with minimal effort. The prototype should be a realistic
representation of the solution that allows you to gain an understanding of
what works and doesn’t work. It is changed and updated based on feedback
from the Test phase in an iterative cycle. The low-cost, lightweight nature of
prototyping also allows you to develop multiple solutions to test in tandem to
identify the best possible solution for meeting those unmet user needs.
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 What is Design Thinking
• Test

Source: https://www.flexibleproduction.com/how-to-carry-out-a-final-test-on-machine-tool/

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• All of the work and information come together to test the product in the final
stage. It’s important to note that this is still an interactive stage. You will want
to hear from your users again —just as you did in the Empathize phase. The
difference is that you are showing them your prototype to get feedback on
whether or not it solves their problem.
• Testing is essential because everything, ultimately, should be about the
people who will use your products. Now’s the time to revisit the problem
statement and make sure the end solution is meeting those needs and
resolving frustrations.
• You want to see what real people think about your idea. This stage allows for
all details to be flushed out and refined to create the best solution possible.

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Ethics in Design Thinking
Leslie Becker (2012) argues that “design practices can involve many genres of ethical
problems”. From her perspective, even though design professionals have been discussing
ethics for decades, there is no conversation about what method is being used to define
what is a right action. Becker then describes five methods that could assist the decision
about right action (Becker, 2012):
• Deontology: a right action is the result of one’s moral obligation and duty;
• Communicative ethics: rational speech defines what is right and rational people
understand each other;
• Virtue ethics: a method focused on one’s moral character — someone of high moral
character acts right;
• Consequentialism: outcomes are more important than the process;
• Casuistry: acting right depends on the particulars of a problem — cases are resolved
based upon comparison with similar cases.
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 REFERENCES
• Balkan, A. (2017). ”The nature of the self in the digital age”, 23 Jan. Available at: 
https://ec.europa.eu/futurium/en/content/nature-self-digital-age.
• Becker, L. (2012). Design and Ethics: sealed-off thinking, pp.51–53.
• Dorst, K. (2011). The core of ‘design thinking’ and its application, pp.521–532.
• Liedtka, L. (2014). Innovative ways companies are using design thinking, pp.40–45.

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THANK YOU

Faculty In charge: Ms. Shikha Agnihotri (E8887)

Contact No: 7042346928