A DESIGN ACHIEVING INNOVATIVE THROUGH

THINKING DESIGN THINKING

CRASH By Raman Teja Venigalla,
CTO, Innovative Business Solutions
COURSE
 Welcome! Message

Raman Teja Venigalla

CHIEF TECHNOLOGY OFFICER,
INNOVATIVE BUSINESS SOLUTIONS DIRECTOR OF TECHNOLOGY,
INDIAN INNOVATORS ASSOCIATION

Welcome to one and all! I wish you all a great learning experience in this
Seminar organized by
IYSA – Indonesian Young Scientist Association
The real value of an innovation is when it gets into commercialization. I believe that this seminar is an
excellent platform to achieve our collective goal of transforming every innovation from concept to
commercialization.
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About Us
What we do at Innovative Business Solutions!
 Trade missions
 Business to innovation support
 Global marketing and brand development
 Best IT solutions
 Trainings
 Conferences

Reach your Focus on the Make Grow

business goals right market The perfect your network
segment deals
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Agenda
What we will learn in the session

What is Why
Use
Design Design How? Wrap up!
Cases
Thinking? thinking?

Let’s Get Started!

 What is Design
Thinking?
And what it isn’t!

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Designer Desk
What does it take to be a design thinker?

We are referring to
DESIGN
in it’s MOST
generic form!
 Engineer’s Definition

A skill that allows a designer to align what people want with what can be
done, produce a viable business strategy that creates customer value and
market opportunity.
 A much simpler explanation!

A Method of focusing innovation on people and designing based on:

What people need and want, What people like or dislike
In regards to production, packaging, marketing, retailing, support etc.
 Design thinking is often
confused with visual design!
“Design is not just what it looks like and feels like.
Design is how it works.”
- Steve Jobs, Co-
Founder Apple
 “EVERYTHING IS DESIGNED”
Start stop > lower emissions > lower taxes >
I can afford driving pleasure!
 “There is design even on our dining table!”
Utensils are placed in the order of use, that is, from the outside in
Forks go to the left of the plate, and knives and spoons go to the right
Only set the table with utensils you will use. No soup; no soup spoon.
Design thinking is a user-centered approach to problem solving.
Design thinking is Less about THINKING!
and more about DOING!
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Key Elements
The characteristics of design
People Centered
thinking
You start from what people,
users, customers, consumers,
need or want to do. Their
motivations and the problems
they are trying to solve.
Empathy is key. It’s not about
you. You need the ability to
understand and share
the feelings of others.
.
Hands On
Stop discussing, start working. Make
ideas tangible. Prototyping is thinking
with your hands. Test your hypothesis.
Failure is a (necessary) part of the
process in order to succeed.
Experiments with trial and error are key.
Highly Creative
Design thinking stimulates you to
look at situations differently and
come up with new solutions, that
go beyond and improve existing
alternatives.
Integrative thinking is key. You
need the ability to look at all the
different aspects of a problem.
Iterative
The road to success does not
follow a straight line. The more
you can loop through
“understand > create > learn”
cycle, the higher chance you
have for good results.
Google Ventures ‘Design Sprint’
This is how design feels like!
 How do we apply
design thinking?
Key Pillars, models and process

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When can design thinking be helpful?
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When can design thinking be
helpful?
‘Wicked’ problems
Understanding the applicability of design thinking
Problems that are ill-defined:
both problem and solution are
unknown at the beginning. A
large part of the problem
solving is defining the problem!
And/or tricky: it involves quite
a bit of risk, as you are leaving
the comfort zone of the
organization.
Not every problem!
Design thinking (creative, intuitive,
emotional) is not the answer to every
single problem.
For some question you will need rational
thinking, spreadsheets, PowerPoint and
men/women in suits to come to a valid
answer! e.g. acquiring a local competitor
Feasibility
Design thinking can be deployed when
we required to formulate an Innovation
that is also feasible and viable
The design-thinking Zone
 Design Thinking Process

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Design Thinking Processes

Various approaches to design thinking

No ‘one size fits all’ The Human Centered

approach Design process
There is not one single Human-centered design
process or toolkit that consists of three phases. In
serves every single case. the Inspiration Phase
There is a wide variety of you’ll learn directly from
processes and tools that the
people customise to serve people you’re designing
their needs. for.
In the Ideation Phase you’ll
The five-step process from make sense of what you
Stanford Design School is a learned, identify
model that is broadly used opportunities for design,
and has proven its value. and prototype possible
solutions. And in the
Implementation Phase you’ll
bring your solution to life,
and eventually, to market
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The Iterative Process of Design Thinking

Let us understand the various stages of the cyclic process
Ideate Prototyp
e

Define

Test

Empathize
 EMPATHISE
understand the experience, situation and emotion of the person who you are working for

Observe: users and their behavior in the context of their lives.

Engage: with people in conversations and interviews. Ask why.
Listen: ask someone to complete a task and tell you what they are doing

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 DEFINE
Process and synthesize the findings in order to form a user point of view that you will address

User: develop an understanding of the type of person you are designing for
Needs: synthesize and select a limited set of needs that you think are important to fulfill
Insights: express insights you developed and define principles

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 IDEATE
Focus on idea generation. You translate problems into solutions. Explore a wide variety and large quantity of ideas to go
beyond the obvious solutions to a problem.

Creativity: combine the un/conscious with rational thoughts and imagination.

Group Synergy: leverage the group to reach out new ideas and build upon others’ ideas.
Evaluation: Separate the generation and evaluation of ideas to give imagination a voice

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 PROTOTYPE
Build to think. A simple, cheap and fast way to shape ideas so you can experience and interact with them.

Start Building: Create an artefact in low resolution. This can be a physical object or a digital clickable sketch.
Do it quick and dirty!
Storyboard: create a scenario you can role play in a physical environment and let people experience your solution

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 TEST
Ask for feedback on your prototypes. Learn about your user, reframe your view and refine your prototype.

Show: let people use your prototype. Give it in their hands and let them use it. Listen to what they say.
Create Experiences: let people talk about how they experience it and how they feel.

That’s it! You are ready to be a design thinker!

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 Case Studies
Some practical examples and use cases.
Please refer to your handouts!

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Q&A Session!
Feel free to express your queries

What we know is a tip of Learn as if you will be

the ice-berg! teaching it someday!
There is lot more to
learn!

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Thanks for being here!
Have a nice day!