Design Thinking

1. Design Thinking

2. Design Thinking Disclaimer
The names of events, personalities and actions by them are
taken purely for explaining the concept of Design Thinking
.
This does not tend to convey the speakers political or social
affiliations.
Information presented/talked is the one in public domain and
the speaker does not have any insights into working of these
organizations
Design Thinking has to be experienced in a real situation.
This session just attempts to introduce the concept

3. 3
Ice Breaker
What do these
companies
have in
common?
1955 2017
How many
such
companies
exist?
60
88% of the companies who
were in the 1955 list have
- either gone bankrupt
- merged with other
companies or
- have vanished from the list
Important Lessons
- Today’s strength might be
tomorrow’s weakness
- Every competitive advantage
has a limited lifespan
- Feedforward over Feedback

4. 4
Why Design Thinking?

5. 5
Why Design Thinking?
PS : Wicked problems do not have clear yes or no solution
Design thinking is a
problem solving
methodology that is used
to address ‘wicked
problems’

6. Operation Thunderbolt
6

7. 7
Design Thinking –New Product or Improving the User Experience

8. 8
Where is Design Thinking applied?
Armed Forces Consumer Goods User Experience
Finance
Cosmetics

9. 9
What is Design Thinking?
- Identify Problem from user’s
perspective
Problem solving method
- Understand the user and
challenge assumptions
Understand our customers
- Iterate, Prototype, Develop
- Test the solution before
implementation
Solution based approach
01
02
03
An iterative process in
which we seek to
understand the
user, challenge
assumptions, and
redefine problems in an
attempt to identify
alternative strategies
and solutions that might
not be instantly apparent
with our initial level of
understanding

10. 10
Design Thinking – The Big Picture
Conduct research in order to
develop knowledge about what
our users do, say, think, and feel
01 Empathize
02
Combine all your research and
identify where our users’
problems exist
Define
Brainstorm a range of crazy,
creative ideas that address the
unmet user needs identified in
the define phase
04 Prototype
03 Ideate
Build real, tactile representations
for a subset of our ideas
05 Test
Return to our users for feedback.
Ask powerful questions
Does the solution meet your
needs?
Put the vision into effect
Ensure that the solution is
materialized and touches
the lives of the end users.
06 Implement
Design thinking employs divergent thinking as a way
to ensure that many possible solutions are explored,
and then convergent thinking as a way to narrow
these down to a final preferred solution.

11. Design Thinking – Empathize
11
- Understand the
user’s problem
- Put yourself in
the shoes of the
person
- Emotional
attachment with
the subject
- Helps remove
my biases and
assumptions

12. Design Thinking – Empathize
12

13. Design Thinking –
Empathy Map
13

14. 14
Design Thinking – Define
- Analyze your
observations and
synthesize
- Create a Problem
Statement
- Human centered
approach
“We need to increase our food-
product market share among
young teenagers by 5%,”
“Teenagers need to eat
nutritious food in order to thrive,
be healthy and grow.”

15. 15
Design Thinking – Define
- Analyze your
observations and
synthesize
- Create a Problem
Statement
- Human centered
approach

16. 16
Design Thinking – Ideate
- Start generating
multiple ideas
- “Out of Box” thinking
- Brainstorming, Brain
writing, SCAMPER
- Multiple solutions
encouraged
SCAMPER : Substitute, Combine, Adapt, Modify, Put to another use, Eliminate, Reverse

17. 17
Design Thinking – Prototype
- Develop the
prototype
- Goal of this phase is
to understand what
components of your
ideas work

18. 18
Design Thinking – Test
- Test the prototypes
- Trial runs… Pilot
- Redefine the
problem
- Rework on the
solution
- Final Go Ahead

19. Design
Thinking –
The Problem
Statement

20. Case Study - Background Information
Bank
A
Bank
B
Insurance
Subsidiary
• Personal
• Motor
• Home
VP (Sales)
Embedded
Insurance
Product
Home Buyer
Sales @ FY’17-18
(100 Crores)
Public
Sector
Loan
application
Loan
Approval
4
1
2 2
3 3
Design Thinking – Insurance Product Sale
Bank A & B (Public Sector banks) have come
together and formed an Insurance subsidiary
1
2
Subsidiary is into selling insurance policy for
individual, Travel, Motor, General Insurance &
Home Insurance
3 Company C has a product which is of
personal insurance to cover Home Loan
seekers liability… FY’17-18 Sales : 100 Crores
4 Total Home Loan Disbursed (FY 17-18)
Bank A : 500 Crores
Bank B : 250 Crores
2 VP (Sales) disappointed with sales of insurance
product
750 Crores
Problem Statement
20

21. Case Study – Key Challenges Today!!
Bank
A
Bank
B
Insurance
Subsidiary
• Personal
• Motor
• Home
VP (Sales)
Embedded
Insurance
Product
Home Buyer
Sales @ FY’17-18
(100 Crores)
Public
Sector
Loan
application
Loan
Approval
4
1
2 2
3 3
Design Thinking – Insurance Product Sale
Members forms from Bank A & B are not
shared with Insurance subsidiary
2
2
No leads available for customers who have
applied for Home Loan and not opted for
Liability Insurance
2 Challenges in obtaining the Loan Application
status where liability insurance cover has
been opted
2
2 Current Sales process needs an overhaul.. Can
Design Thinking help??
Problem Statement
21
How to we identify new Home Loan seekers
who have not opted for liability insurance

22. 22
Design Thinking – Implement
- Solution reaches the
customer
- Iteratively improve or
/ and solve the pain
points / problem