Design Process

1. UNIT I : Introduction to Design Thinking
By
Dr.K.Lalitha
Asso. Professor / IT
Kongu Engineering College
Perundurai, Erode, Tamilnadu, India
Thanks to and Resource from : Jeanne Liedtka and Tim Ogilvie, "Designing for Growth: A Design Thinking Tool Kit for Managers", NA Edition, Columbia University
Press, NA, 2011 & Lee Chong Hwa, "Design Thinking The Guidebook", NA Edition, Design Thinking Master Trainers of Bhutan, NA, 2017.
18GEO03 – Design Thinking for Engineers

2. Unit I : Contents
1. Introduction
2. Need for design thinking
3. Design and Business
4. The Design Process
5. Design Brief
6. Visualization
7. Four Questions & Ten Tools
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1.4 _ Design Process
8. Explore
9. STEEP Analysis
10. Strategic Priorities
11. Activity System
12. Stakeholder Mapping
13. Opportunity Framing

3. Design Process Stages
• Design process deals with 4 basic questions also called
4 stages of Design process.
• What is?
– explores current reality.
– refers to the present.
• What if?
– builds on the present to envisions a new future.
• What wows?
– makes some choices and narrow choices to the best.
– helps teams focus on solutions that stand out.
• What works?
– takes us into the marketplace.
– tests possible solutions with actual users in the real world.
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4. Design Process
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5. Design Process
• The widening and narrowing of the bands around each
question represent what designers call “divergent” and
“convergent” thinking.
• The first two – ‘what is?’ and ‘what if?’
– are about ‘divergent thinking’
– exploring many possibilities and solutions
• The last two – ‘what wows?’ and ‘what works?’
– are about ‘convergent thinking’
– narrowing focus to a prototype and experiments within the
field.
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6. Convergent Thinking Vs Divergent Thinking
Convergent Thinking Divergent Thinking
The process of figuring out a concrete
solution to any problem is called
Convergent Thinking.
The process of thinking that explores
multiple possible solutions in order
to generate creative ideas is called
Divergent thinking.
It’s a straight forward process. It’s opening the mind in various
directions.
It’s recognize the previously tried out
techniques and reapplying them.
It relates to figuring out new
procedures.
It refers to approaching a definite
limit.
It provides limitless number of
solutions.
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7. Divergent Thinker Vs Convergent Thinker
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8. What is?
• In this phase, teams exploit the knowledge existing in the
organisation across the value chain.
• It’s about getting buried in the current ways of doing things to
surface the known problems.
• It requires empathising with individuals involved and getting clear
on their issues without judgement.
• To develop a sense of empathy or user centric view of the problem.
• Sankey diagrams can be a useful tool in this phase.
• This stage enables one to answer the scope of the problem often
from deep ethnographic perspective.
– that is, the team of design thinkers actually go and live with the users
whose problems they are trying to solve and live within the situations
to study them.
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9. Sankey Diagram
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• Sankey diagrams are a type of flow diagram in
which the width of the arrows is proportional to
the flow rate.

10. What if ?
• The aim of this stage is to come up with as many ideas as possible.
• 100 ideas is OK. Anything is constructive.
• Generate plenty of ideas and then narrow down to a few ideas.
• No wrongs answers, giving voice to everybody.
• Wild dreams, humble incremental improvements, it’s all good.
• During this stage, it’s vital to remove the power dynamics.
• Teams riff using Post-its to get ideas up on the wall, bubble maps,
groupings.
• Again, all areas of the business are represented. This is about
working and learning as a system.
• This avoids analysts coming up with solutions in a silo.
• This phase generates insight.
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11. What wows?
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• Now we’re narrowing down ideas into the potentially
viable ones – ideas to wow.
• Here the team build prototypes.
• These could be slidedecks, clay models, Lego structures,
digital mock-ups.
• The team quickly gets these prototypes in front of
customers to test them out.
• Here it’s about failing fast and getting the organisational
learning that comes from failure.

12. What Works?
• This is point where we ask:
– Can we make money out of us?
– Which of these things would work based on the
constraints in the business?
– If it won’t work now, when might it work?
• If a team has found something that they think works,
now is the time to engage in multi-stage planning.
• Experimenting, testing and implementing.
• Get feedback from stakeholders.
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13. Design Process - Mapping from 4 questions to 5 phases
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• The four questions are answered by following the five steps
of design thinking phases(d.school).

14. 5 Stages of Design Thinking Process
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15. Vadivelu Version on Design Thinking
• Empathise
– Not like this ... https://www.youtube.com/watch?v=wCWQMf1B-C4
– Like this ... https://www.youtube.com/watch?v=PBxcAmsaLqY
• Define
– Thani Oruvan Scene ..
https://www.youtube.com/watch?v=EQX_RzC2424
• Ideate
– like this... https://www.youtube.com/watch?v=1N4v3C8tryo
• Prototype
– Not like this...https://www.youtube.com/watch?v=pBjGdfgbB4A
• Test
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16. Thank you
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