[PPT] _ UNIT 1 _ COMPLETE.pptx

UNIT I : Design Thinking and Explore
By
Mr.S.Selvaraj
Asst. Professor (SRG) / CSE
Kongu Engineering College
Perundurai, Erode, Tamilnadu, India
20CDT23 – Design Thinking
Thanks to and Resource from : Lee Chong Hwa, "Design Thinking The Guidebook", NA Edition, Design Thinking Master Trainers of Bhutan, NA, 2017.

Preamble and Course Outcomes - DT
5/16/2022 Unit 1: Design Thinking and Explore 2
Preamble:
Design Thinking is Human-centered problem solving tool which emphasize on
Empathy, Collaboration, Co-creation and Stakeholder feedback to unlock
Creativity and Innovation, which devises feasible and viable Big
Idea/solutions.
COURSE OUTCOMES:
On completion of the course, the students will be able to
BT Mapped
(Highest Level)
CO1 Prepare design challenge and reframe the design challenge into design opportunity Applying (K3)
CO2 Understand and share the feelings of users to foster deep user understanding and be able to
uncover the deep user insights and needs.
Applying (K3)
CO3 Discover huge quantity of ideas by brain storming using the ideation tools and create
prototypes.
Applying (K3)
CO4 Produce user walkthrough experience using ideal user experience journey. Applying (K3)
CO5 Develop smart strategies & implementation plan that will deliver/achieve the Big
Idea/solution deduced from earlier phases
Applying (K3)

Unit Wise Syllabus – DT

Mapping of CO, PO and Assessment Pattern - DT
Program Outcomes (PO)
1- Engineering knowledge 2-Problem analysis 3-Design/development of
solutions
4-Conduct investigations of
complex problems
5-Modern tool usage 6-The engineer and society 7-Environment and
sustainability
8-Ethics
9-Individual and team work 10-Communication 11-Project management and
finance
12-Life-long learning
Program Specific Outcomes (PSO)
1-Foundations of Computer Science 2-Software Design and Development

Continuous Assessment Pattern for
Design Thinking Subject
• CAT -1,2,3
– No Book, No Paper, No Pen, No Writing, No Exam
– Activity Based, Project Based, Prototype Based, Templates
Preparations, Team Work, Idea Generation, Concept
Development, Time Based, Problem Solving
• Tutorial – 1 to 10
– ODD tutorials are Activity Based
– EVEN tutorials are MCQ Based
• End Semester Exam (ESE)
– No …., No… , No…., No…., No….
– Yes, You got it. Ha ha ha…
– Be ready for this task…………………………..

Text Book and Reference Book - DT

Design Thinking
• Design Thinking is not an exclusive property of
designers—all great innovators in literature,
art, music, science, engineering, and business
have practiced it.

Why call it Design Thinking?
What’s special about Design Thinking?
• It is that designers’ work processes can help us
systematically extract, teach, learn and apply
these human-centered techniques to solve
problems in a creative and innovative way –
– in our designs,
– in our businesses,
– in our countries,
– in our lives.

Design Thinking - All over the World
• Some of the world’s leading brands, such as
Apple, Google, Samsung and GE, have rapidly
adopted the Design Thinking approach.
• Design Thinking is being taught at leading
universities around the world, including
d.school, Stanford, Harvard and MIT.

Design Thinking Institute at Stanford University
• The Hasso Plattner Institute of Design at Stanford,
commonly known as the d.school, is a design
thinking institute based at Stanford University.

Design Thinking Process
• There are many variants of the Design
Thinking process in use today, and they have
from three to seven phases, stages, or modes.
• However, all variants of Design Thinking are
very similar.
• All variants of Design Thinking embody the
same principles, which were first described by
Nobel Prize laureate Herbert Simon in The
Sciences of the Artificial book in 1969.

Design Thinking Process (d.school)
• Here, we will focus on the five-phase model
proposed by the Hasso-Plattner Institute of
Design at Stanford, which is also known as
d.school.
• We’ve chosen d.school’s approach because
they’re at the forefront of applying and
teaching Design Thinking.

Design Thinking Process – 5 Phases (d.School)
• The five phases of Design Thinking, according to
d.school, are as follows:
– Empathise – with your users
– Define – your users’ needs, their problem, and your
insights
– Ideate – by challenging assumptions and creating ideas for
innovative solutions
– Prototype – to start creating solutions
– Test – solutions

Design Thinking Process – 5 Phases (d.School)

Existing Process Flow - Types

Design Thinking Process – 5 Phases (DTMT of Bhutan)
5 Phases
and
17 Methods
and Tools

Design Thinking - Points
• It is important to note that the five phases,
stages, or modes are not always sequential.
• They do not have to follow any specific order and
can often occur in parallel and repeat iteratively.
• Given that, you should not understand the
phases as a hierarchical or step-by-step process.
• Instead, you should look at it as an overview of
the modes or phases that contribute to an
innovative project, rather than sequential steps.

The Problem with Ingrained Patterns of Thinking
• Humans naturally develop patterns of thinking
modeled on repetitive activities and commonly
accessed knowledge.
• These patterns of thinking are often referred to
as schemas, which are
– organized sets of information
– relationships between things, actions
– thoughts that are stimulated and initiated in the human
mind
• For example, we have a schema for dogs which
encompasses the presence of four legs, fur, sharp
teeth, a tail, paws, and a number of other perceptible
characteristics.

Thinking outside of the box
• Innovative problem solving is also known as
“thinking outside of the box”.
• Thinking outside of the box can be a real
challenge as we naturally develop patterns of
thinking that are modeled on the repetitive
activities and commonly accessed knowledge
we surround ourselves with.

Read the Problem and Give your Solution
• Some years ago, an incident occurred
where a truck driver tried to pass under a
low bridge. But he failed, and the truck
was lodged firmly under the bridge. The
driver was unable to continue driving
through or reverse out.
• The story goes that as the truck became
stuck, it caused massive traffic problems,
which resulted in emergency personnel,
engineers, fire fighters and truck drivers
gathering to devise and negotiate various
solutions for dislodging the trapped
vehicle.
• Emergency workers were debating
whether to dismantle parts of the truck
or chip away at parts of the bridge. Each
spoke of a solution which fitted within his
or her respective level of expertise.

One of the fine thinking by a small boy
• A boy walking by and witnessing the
intense debate looked at the truck, at
the bridge, then looked at the road
and said nonchalantly, "Why not just
let the air out of the tires?" to the
absolute amazement of all the
specialists and experts trying to unpick
the problem.
• When the solution was tested, the
truck was able to drive free with
ease, having suffered only the damage
caused by its initial attempt to pass
underneath the bridge.

Storytelling

The Power of Storytelling
• Why did we tell you this story?
– Telling stories can help us inspire opportunities, ideas
and solutions.
– Stories are framed around real people and their lives.
– Stories are important because they are accounts of
specific events, not general statements.
– They provide us with concrete details that help us
imagine solutions to particular problems.
• Please watch this 1-minute video to help you get
started understanding what Design Thinking is
about.
• https://www.youtube.com/watch?v=eDICzreiJXA

Take away
• Design Thinking is essentially a problem-solving approach specific to
design, which involves assessing known aspects of a problem and
identifying the more ambiguous or peripheral factors that contribute to
the conditions of a problem.
• This contrasts with a more scientific approach where the concrete and
known aspects are tested in order to arrive at a solution.
• Design Thinking is an iterative process in which knowledge is constantly
being questioned and acquired so it can help us redefine a problem in an
attempt to identify alternative strategies and solutions that might not be
instantly apparent with our initial level of understanding.
• Design Thinking is often referred to as ‘outside the box thinking’, as
designers are attempting to develop new ways of thinking that do not
abide by the dominant or more common problem-solving methods – just
like artists do.
• At the heart of Design Thinking is the intention to improve products by
analyzing how users interact with them and investigating the conditions in
which they operate.
• Design Thinking offers us a means of digging that bit deeper to uncover
ways of improving user experiences.

Thank you

Poll Question1
• No.of phases of design thinking?(DTMT of
Bhutan)
– 3
– 4
– 5
– 6

Poll Question 2
• Design Thinking is a ___
– Linear Process Flow
– Non-Linear Process Flow

Poll Question 3
• Design Thinking is also called as___
– Outside the box thinking
– Inside the box thinking

Poll Question 4
• 1st phase of Design Thinking is ___ (d.school)
– Define
– Empathise
– Prototype
– Ideate
– Test

Poll Question 4
• 1st phase of Design Thinking is ___ (DTMT of
Bhutan)
– Empathize
– Define
– Experiment
– Explore
– Engage

Unit I : Contents
1. Key Principles and Mindset
2. Five Phases, Methods and Tools of Design Thinking
3. User Guide
4. Foundation Building of Design Thinking
5/16/2022 34
Unit 1: Design Thinking and Explore
8. Explore
9. Methods and Tools
10.STEEP Analysis
11.Strategic Priorities
12.Activity System
13.Stakeholder Mapping
14.Opportunity Framing

Unit I : Contents
3. User Guide
5/16/2022 35
Unit 1: Design Thinking and Explore
8. Explore
10.STEEP Analysis
12.Activity System

Key Principles and Mindset
• Design Thinking human-centered problem solving approach
is based on a few easy-to-understand principles:

Mindsets, Skills and Thinking

Phases of Design Thinking

5 phases of Design Thinking, according to d.school
• Empathize
– with your users
• Define
– your users’ needs, their problem, and your insights
• Ideate
– by challenging assumptions and creating ideas for innovative
solutions
• Prototype
– to start creating solutions
• Test
– solutions

5 phases of Design Thinking Based on
Lee Chong Hwa ( 1st Text Book) DTMT of Bhutan
• Explore
– Reframe opportunities
• Empathise
– Rediscover your user deep needs
• Experiment
– Refresh your solutions & innovative Ideas
• Engage
– Reaffirm your user needs
• Evolve
– Review your activities and strategies

5 Phases ,Methods and Tools of DT (DTMT of Bhutan)
5 Phases
and
17 Methods
and Tools

4 Phases / 4 ?’s of Design Thinking Based on
Jeanne Liedtka et al. (2nd Text Book)
• What is? - explores current reality
• What if? - envisions a new future
• What wows? – makes some choices
• What works? - takes us into the marketplace

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.
5/16/2022 1.4 _ Design Process 43

Sankey Diagram
5/16/2022 1.4 _ Design Process 44
• Sankey diagrams are a type of flow diagram in
which the width of the arrows is proportional to
the flow rate.

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.
5/16/2022 1.4 _ Design Process 45

What wows?
5/16/2022 1.4 _ Design Process 46
• 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.

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.
5/16/2022 1.4 _ Design Process 47

Design Process - Mapping from 4 questions to 5 phases
5/16/2022 1.4 _ Design Process 48
• The four questions are answered by following the five steps
of design thinking phases(d.school).

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 .. (39:30sec)
– https://www.mxplayer.in/movie/watch-thani-oruvan-movie-online-
2413e100c2d6481b7e9203c23218e132?watch=true
• Ideate
– like this... https://www.youtube.com/watch?v=1N4v3C8tryo
• Prototype
– Not like this...https://www.youtube.com/watch?v=pBjGdfgbB4A
• Test
5/16/2022 1.4 _ Design Process 49

DT – User Guide
• Design thinking draws on logic, imagination, intuition
and systemic reasoning
– to explore the possibilities of what could be
– to create desired outcomes that benefit the end user (the
customer)
• A design thinking mind-set is not problem-focused
– it’s solution-focused
– It’s action-oriented
• It involves both analysis and imagination
• It helps the innovator
– to gain greater clarity
– to find viable, feasible and desirable ideas
• It is an approach for Creative Problem Solving

DT – User Guide
• Design Thinking is not a perfectly linear process,
and each project invariably has its own contours
and character.
• Generally, you will move through three main
modules: Inspiration, Ideation, and
Implementation which includes 5 phases.
• When you move through the 5 phases, you will
move from divergent thinking (create choices) to
convergent thinking (make choices).

DT – User Guide
• By going through these phases in turn, you will
build deep empathy with the communities
(user/citizen) and individuals you are designing
for,
• figure out how to turn what you have learned
into a chance to design a new solution and co-
create and test your ideas before finally putting
them out into the world.
• You can also follow specific phase or a Method &
Tool individually at your workplace to solve a
problem.

Design Thinking Project – User Guide
• to maintain creativity and energy you work in
teams
• to build deep empathy with the people you
conduct interviews
• to keep your ideas visual, practical and relevant,
you make tangible prototypes
• and since you rarely get it right the first time, you
share what you have made and iterate based on
the feedback you get through co-creation.

Empathy
• Design starts with empathy, establishing a deep
understanding of those we are designing for.
• Managers who thought like designers would put
themselves in their customers’ shoes.
• It involves developing an understanding of both their
emotional and their “rational” needs and wants.
• To be a customer –centric and know your customer.
• Great designs inspire —they grab us at an emotional
level.
5/16/2022 1.3 _ Design and Business 54

Sympathy and Empathy
• What's the difference between sympathy and empathy?
• At the most basic level,
– sympathy is feeling sorry for someone, while
– empathy is understanding their pain.
• These words are related, but they are not synonyms.
• Empathy is stronger than sympathy.
– Sympathy is a feeling you share with another person.
– Empathy is the ability to understand the emotions of another person.

Choose the Correct Word - Sympathy / Empathy
• Complete each of the sentences below with the word
sympathy or empathy, making the correct choice based on
what each word means.
1. I have ____________ for our new classmate because I know
what it feels like to change schools mid-year.
2. I don’t understand what Susie is going through, but I certainly
have ____________ for her situation.
3. The owner of our company just isn’t able to have
____________ for those of us trying to pay bills in a minimum
wage job.
4. I don’t have any ____________ for her. She knew exactly what
she was doing when she cheated on her exam.
5. We mailed a ____________ card to my teacher after learning
that her father passed away.

Answer Key
• Check your answers using the answer key
below.
1. empathy
2. sympathy
3. empathy
4. sympathy
5. sympathy

Need and Want
• Need
– Something you must have in order to survive
• Want
– Something you desire, but is not necessary

Customer –centric and know your customer
• Of course, we all know already that
we are supposed to be “customer-
centered,” but
– what we are talking about here is
deeper and more personal than that.
• It means “knowing” customers as
real people with real problems, not
seeing them as targets for
– sales or
– as a set of demographic statistics
around age, income level, or marital
status.

Design and Business
• Consider a challenge faced by a leading
consumer products firm.
• How to think about and respond to changes in
the retail marketplace over the next ten
years?
• Suppose that two student teams
– one composed of MBAs and
– the other of design students
• How might each team approach its study?

1st Team (Business Students)
• The MBAs would likely begin by researching
trends in the marketplace, social, technological,
environmental, and political.
• They’d read analysts’ reports, interview industry
experts, and benchmark leading retailers and
competitors.
• They’d produce forecasts and a recommended
set of strategies, complete with ROI (return on
investment) and NPV (net present value)
calculations.
• They’d deliver it all in a PowerPoint presentation.

2nd Team (Design Students)
• The design students would probably approach the project quite
differently.
• They might begin with a similar trend analysis, but they would use it
to develop scenarios of possible futures instead of spreadsheets.
• They would hang out in stores and talk to shoppers and
employees, focusing on the shopping experience.
• They’d likely create some different customer personas and use the
scenarios to try to model the changes in the personas’ lives—and,
accordingly, in their shopping habits—over the next ten years.
• They might sponsor a “store of the future” brainstorming session,
inviting their fellow students (and offering free pizza).
• They would use the scenarios and personas as a starting point and
build on them as a group.
• Ultimately, they’d present not solutions but a small number of
concepts to be prototyped, with the aim of soliciting feedback
from real customers and collaborators.

Business Thinking Vs Design Thinking

Business thinking vs Design Thinking
• Business thinking assumes rationality and
objectivity.
• Design thinking assumes instead human
experience, always messy, as its decision
driver and sees true objectivity as an illusion.
Reality, for designers, is always constructed by
the people living it.
• Hence, the MBAs analyzed trend data; the
designers observed the shopper’s experience.

Business and Design

Divergent and Convergent

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.
5/16/2022 1.4 _ Design Process 67

Divergent Thinker Vs Convergent Thinker
5/16/2022 1.4 _ Design Process 68

Left Brain vs Right Brain
5/16/2022 1.5 _ Design Brief and Visualization 69
• The theory is that people are either left-brained or right-
brained, meaning that one side of their brain is dominant.
• If you’re mostly analytical and methodical in your thinking,
you’re said to be left-brained.
• If you tend to be more creative or artistic, you’re thought
to be right-brained.

Case Study
• https://www.youtube.com/watch?v=y8QY4w
MYE3Q

Foundation Building of DT
• Scoping of design challenge
• When you want to work on real project using
Design Thinking, begin the process with a specific
and purposeful situation or problem to solve
called Design Challenge.
• The Design Challenge should be doable, clear,
actionable and hopefully inspiring.
• Your problem statement should be an outcome
and not a solution.
• You can use SCOPES as a tool to brainstorm and
frame your problem.

T1 : SCOPES Tool

Thank you

Poll Question 1
• Empathise phase focuses on whom?
– Manager
– Developer
– User

Poll Question 2
• Design thinking mind-set is not ____ ?
– Solution Focused
– Problem Focused
– Action Focused

Poll Question 3
• What is 1st phases of Design Thinking Based
on Lee Chong Hwa ____ ?
– Explore
– Empathise
– Experiment
– Engage
– Evolve

Poll Question 4
• Design Thinking is starts with ____ ?
– Manager
– Customer
– Programmer
– Developer

Poll Question 5
• Empathy is ____?
– Feeling
– Understanding

Poll Question 6
• As I had lost my job last year, I had ______ for
my friend when she was fired?
– Sympathy
– Empathy

Poll Question 7
• Education is a ____
– Want
– Need

Poll Question 8
• Which one give you more than one solution
for a particular problem?
– Business Thinking
– Design Thinking

Poll Question 9
• Exploring many possibilities and solutions are
____?
– Divergent Thinking
– Convergent Thinking
5/16/2022 1.4 _ Design Process 90

Poll Question 9
• Exploring many possibilities and solutions are
____?
– Divergent Thinking
– Convergent Thinking
5/16/2022 1.4 _ Design Process 91

Poll Question 10
• Who thinks for final solution?
– Divergent thinker
– Convergent thinker
5/16/2022 1.4 _ Design Process 92

Poll Question 10
• Who thinks for final solution?
– Divergent thinker
– Convergent thinker
5/16/2022 1.4 _ Design Process 93

Poll Question 11
• Post-it sticky notes used in which stage?
– What is?
– What if?
– What wows?
– What works?
5/16/2022 1.4 _ Design Process 94

Poll Question 11
• Post-it sticky notes used in which stage?
– What is?
– What if?
– What wows?
– What works?
5/16/2022 1.4 _ Design Process 95

Poll Question 12
• “What wows?” stage focus on which
concept____.
– Empathise
– Define
– Ideate
– Prototype
– Test
5/16/2022 1.4 _ Design Process 96

Poll Question 12
• “What wows?” stage focus on which
concept____.
– Empathise
– Define
– Ideate
– Prototype
– Test
5/16/2022 1.4 _ Design Process 97

Poll Question 13
• “What wows?” stage uses ____.
– Sankey Diagram
– Sticky notes
– Lego structures
5/16/2022 1.4 _ Design Process 98

Poll Question 13
• “What wows?” stage uses ____.
– Sankey Diagram
– Sticky notes
– Lego structures
5/16/2022 1.4 _ Design Process 99

Poll Question 14
• I am a scientist. What kind of brain i am
having?
– Left brained
– Right Brained

Unit I : Contents
3. User Guide
5/16/2022 103
1.3 _ Explore Phase
8. Explore
10.STEEP Analysis
12.Activity System

Unit I : Contents
3. User Guide
5/16/2022 104
1.3 _ Explore Phase
8. Explore
10.STEEP Analysis
12.Activity System

Scoping of design challenge
• When you want to work on real project using
Design Thinking, begin the process with a specific
and purposeful situation or problem to solve
called Design Challenge.
• The Design Challenge should be doable, clear,
actionable and hopefully inspiring.
• Your problem statement should be an outcome
and not a solution.
• You can use SCOPES as a tool to brainstorm and
frame your problem.
5/16/2022 1.3 _ Explore Phase 105

5/16/2022 1.3 _ Explore Phase 106
Template 1: SCOPES Tool

Phase 1 - Explore
• After scoping the design challenge, the
explore phase focuses on reframing the
design challenge topic into design
opportunity from multiple perspectives.
5/16/2022 1.3 _ Explore Phase 107

Activities of Explore Phase
• Synthesis the STEEP trends analysis to gain insights on the
implications and context of your design challenge.
• Foster multiple perspectives to explore your design
challenge.
• Map the organization’s activity system/ecosystem as the
foundation model to leverage for your new idea delivery.
• Map key stakeholders to appreciate the key people who
determine the success of your design challenge
• Frame project (design challenge) into design opportunity
• Identify, select and invite your target stakeholders for the
interview
• Plan your design challenge project management.
5/16/2022 1.3 _ Explore Phase 108

Explore Phase
5/16/2022 1.3 _ Explore Phase 109

Explore Phase – Methods and Tools
• There are 5 methods and Tools:
– STEEP Analysis
– Strategic Priorities
– Activity Systems
– Stakeholder Analysis
– Framed Opportunities
5/16/2022 1.3 _ Explore Phase 110

STEEP Analysis
5/16/2022 1.3 _ Explore Phase 111

What is STTEP Analysis?
• STEEP Analysis is a tool to explore and determine the
impact of macro-environmental trends in the context of
the project topic (design challenge) as you should not limit
your thinking just to the people you are designing for.
• You may need to consider governments, international
partner and other stakeholders.
• STEEP Analysis is used:
– To understand the future opportunities and challenges.
– To keep an eye on the future while focusing on the possibilities
of the current as new services, processes, administration and
public policies may have to be developed in response to these
trends.
– To cultivate thinking which leads to future implications of the
present changes?
5/16/2022 1.3 _ Explore Phase 112

How to conduct STEEP Analysis?
5/16/2022 1.3 _ Explore Phase 113

Templates to be used for the conduct
of STEEP analysis
5/16/2022 1.3 _ Explore Phase 114

STEEP Analysis
• The STEEP analysis, also called PESTE/PESTLE analysis, is a
strategy of external environmental analysis for companies.
• It lists the factors of the individual categories that may
influence the unit under investigation.
• STEEP is an English acronym for Sociological, Technological,
Economical, Environmental and Political.
• In the analysis, the factors are examined socially,
technologically, economically, ecologically, politically and
their mutual dependencies.
• The analyzed facts are then selected and weighted
according to the problem.
5/16/2022 1.3 _ Explore Phase 115

STEEP/PESTLE Analysis – Factors List
• Social factors include: values, attitudes, lifestyles, consumer trends,
demographic influences, income distribution, education, population
development, security. Aspects within society such as family, friends,
colleagues, neighbors and the media.
• Technological factors include: new technologies, technology effects,
research, development speed, new products and processes, product
lifecycles, technology investments, and government research expenditure.
• Economic factors include: economic growth, inflation, interest rates,
exchange rates, taxation, unemployment, income, business cycles, world
trade and resource availability.
• Environmental factors include: material, resources, disposal, emission
regulations, energy, transport routes, life cycles, effects of the ozone hole
and global warming.
• Political factors include: policy frameworks, labor market policies,
government policies, competition oversight, legislation, political stability,
tax policies, trade barriers, security requirements and subsidies.
5/16/2022 1.3 _ Explore Phase 116

STEEP/PESTLE - Factors List
5/16/2022 1.3 _ Explore Phase 117

Template 2 – STEEP TRENDS ANALYSIS
5/16/2022 1.3 _ Explore Phase 118

Template 2 – STEEP TRENDS ANALYSIS
5/16/2022 1.3 _ Explore Phase 119

Mark with Opportunity and
Challenges(Threat) – Example : AirBnB
5/16/2022 1.3 _ Explore Phase 120

Template 1 – Online Tools (STEEP)
• Tool1: (Sample Examples also Available)
– https://webtools.innovalor.nl/#/pestle
• Tool2: (Sample Examples also Available)
– https://online.visual-
paradigm.com/drive/#diagramlist:proj=0&new=PE
STAnalysis
5/16/2022 1.3 _ Explore Phase 121

Template 3 – STEEP Analysis Matrix
5/16/2022 1.3 _ Explore Phase 122

Template 3 – STEEP Analysis Matrix
5/16/2022 1.3 _ Explore Phase 123

Template 4 – STEEP Analysis Prioritization
5/16/2022 1.3 _ Explore Phase 124

Template 4 – STEEP Analysis Prioritization
5/16/2022 1.3 _ Explore Phase 125

Thank you
5/16/2022 1.3 _ Explore Phase 126

Poll Question 1
• ______a tool to brainstorm and frame your
problem.
– SCOPES
– STEEP
5/16/2022 1.3 _ Explore Phase 127

Poll Question 1
• ______a tool to brainstorm and frame your
problem.
– SCOPES
– STEEP
5/16/2022 1.3 _ Explore Phase 128

Poll Question 2
• Which Human Body Part is not in HHH
approach of Design Thinking?
– Head
– Hand
– Heel
– Heart
5/16/2022 1.3 _ Explore Phase 129

Poll Question 2
• Which Human Body Part is not in HHH
approach of Design Thinking?
– Head
– Hand
– Heel
– Heart
5/16/2022 1.3 _ Explore Phase 130

Poll Question 3
• STEEP Analysis is used to_____.
– Framing the Problem Statement
– Understand the future opportunities and
challenges
5/16/2022 1.3 _ Explore Phase 131

Poll Question 3
• STEEP Analysis is used to_____.
– Framing the Problem Statement
– Understand the future opportunities and
challenges
5/16/2022 1.3 _ Explore Phase 132

Poll Question 4
• Which STEEP template sort the trends based
on its impact and (un)certainty of its
occurrence?
– Trend Analysis
– Analysis Matrix
– Analysis Prioritization
5/16/2022 1.3 _ Explore Phase 133

Poll Question 4
• Which STEEP template sort the trends based
on its impact and (un)certainty of its
occurrence?
– Trend Analysis
– Analysis Matrix
– Analysis Prioritization
5/16/2022 1.3 _ Explore Phase 134

Strategic Priorities
• This tool is used after the STEEP Analysis.
• A Strategic Priorities Matrix is used to
– explore from multiple perspectives to gain insights
– deep understanding of the design challenge
5/16/2022 1.3 _ Explore Phase 135

What is Strategic Priorities?
• Strategic Priorities Matrix is a tool with
– which you will look through multiple perspectives
to better understand the context and
– the real issues with your design challenge and
– help you synthesise and formulate a point of view
or
– theory to explain your design challenge problem.
5/16/2022 1.3 _ Explore Phase 136

How to use the Strategic Priorities ?
5/16/2022 1.3 _ Explore Phase 137

List of Templates seen so far....
• T1: SCOPES
• T2: STEEP Trend Analysis
• T3: STEEP Analysis Matrix
• T4: STEEP Analysis Prioritization
5/16/2022 1.3 _ Explore Phase 138

Strategic Priorities - Templates
• Two Templates:
– T5: Strategic Priorities Matrix
– T6: Synthesis - making sense of STEEP analysis &
strategic priorities template
5/16/2022 1.3 _ Explore Phase 139

T5 – Strategic Priorities Matrix
5/16/2022 1.3 _ Explore Phase 140

Online Tool for T5
• https://miro.com/signup/
5/16/2022 1.3 _ Explore Phase 141

T6 – Synthesis : Sense Making
5/16/2022 1.3 _ Explore Phase 142

Activity System
• You can use the activity system
– to gain insights on the organization’s strengths,
weaknesses, advantages and
– gaps to explore fresh opportunities and possibilities.
• It should also be used to establish
– foundation for leveraging and evolving the strategic
‘ecosystem’.
(or)
– a model in the Design Thinking Phase 5: Evolve.
5/16/2022 1.3 _ Explore Phase 143

What is activity system?
• Activity system is a visual representation of
– how the organization creates value, satisfies its users and
builds competitive advantages.
• It also identifies gabs in achieving the objectives
(providing service) and possible duplication of jobs.
• A powerful organizational model is one with a unique
activity system that has mutually reinforcing activities
which is difficult to replicate.
5/16/2022 1.3 _ Explore Phase 144

How to define the activity system?
5/16/2022 1.3 _ Explore Phase 145

Activity System - Templates
5/16/2022 1.3 _ Explore Phase 146
• Two Templates:
– T7: Activity System Mapping
– T8: Key Components of Activity System

T7 – Activity System Mapping
5/16/2022 1.3 _ Explore Phase 147

T8 – Key Components of Activity System
5/16/2022 1.3 _ Explore Phase 148

• T1: SCOPES
• T5: Strategic Priorities Matrix
• T6: Synthesis
• T7: Activity System Mapping
• T8: Key Components of Activity System
5/16/2022 1.3 _ Explore Phase 149

Thank you
5/16/2022 1.3 _ Explore Phase 150

Poll Question 1
• Which tool is used to deep understand the
design challenge.
– SCOPES Tool
– Strategic Priorities Matrix
5/16/2022 1.3 _ Explore Phase 151

Poll Question 1
• Which tool is used to deep understand the
design challenge.
– SCOPES Tool
– Strategic Priorities Matrix
5/16/2022 1.3 _ Explore Phase 152

Poll Question 2
• _______ is used to gain insights on the
organization’s strengths and weaknesses.
5/16/2022 1.3 _ Explore Phase 153

Poll Question 2
• _______ is used to gain insights on the
organization’s strengths and weaknesses.
5/16/2022 1.3 _ Explore Phase 154

Poll Question 3
• In activity system, key components are listed
under____
– Strategic Hub
– Supporting Activities
5/16/2022 1.3 _ Explore Phase 155

Poll Question 3
• In activity system, key components are listed
under____
– Strategic Hub
– Supporting Activities
5/16/2022 1.3 _ Explore Phase 156

Poll Question 4
• A powerful organizational model is one with a
___ activity system.
– Unique
– Common
5/16/2022 1.3 _ Explore Phase 157

Poll Question 4
• A powerful organizational model is one with a
___ activity system.
– Unique
– Common
5/16/2022 1.3 _ Explore Phase 158

Stakeholder Mapping
5/16/2022 1.3 _ Explore Phase 159

Stakeholder Mapping
• Stakeholder Map can be used to help you visually
summarise and communicate the relationships
between various stakeholders when working on
a design challenge
• Address any issue that require to understand
various players involved.
5/16/2022 1.3 _ Explore Phase 160

Stakeholder Mapping
• Stakeholder mapping is a process
– to identify the key people, group and organization
that have direct influence on the design challenge
– to understand the key stakeholders so as to better
engage them.
• It draws the relationship between the
stakeholders
• It shows the importance of the stakeholder(s) as
it plays a key role in influencing the development
and outcome of the design challenge.
5/16/2022 1.3 _ Explore Phase 161

How to conduct the Stakeholder Mapping
5/16/2022 1.3 _ Explore Phase 162

Stakeholder Mapping - Templates
5/16/2022 1.3 _ Explore Phase 163
• Four Templates:
– T9: Stakeholder Mapping Matrix
– T10: Stakeholder Links & Relationship Mapping
– T11: Stakeholder Priority Mapping Matrix
– T12: Stakeholder Analysis & Engagement Strategy

T9: Stakeholder Mapping Matrix
5/16/2022 1.3 _ Explore Phase 164
• Identify your relevant Key Stakeholders

T10: Stakeholder Links & Relationship Mapping
5/16/2022 1.3 _ Explore Phase 165
• Define the links and relationships between stakeholders.

T11: Stakeholder Priority Mapping Matrix
5/16/2022 1.3 _ Explore Phase 166
• Develop engagement strategies

T12: Stakeholder Analysis & Engagement Strategy
5/16/2022 1.3 _ Explore Phase 167

• T1: SCOPES
• T6: Synthesis
• T9: Stakeholder Mapping Matrix
• T10: Stakeholder Links & Relationship Mapping
• T11: Stakeholder Priority Mapping Matrix
• T12: Stakeholder Analysis & Engagement Strategy
5/16/2022 1.3 _ Explore Phase 168

Opportunity Framing
5/16/2022 1.3 _ Explore Phase 169

Opportunity Framing
• Opportunity Framing is carried out after you
know and understand the ‘Future Trend’,
‘Organization’ and the ‘user’ (stakeholder)
– to relook into the design challenge
– to reframe from design challenge into opportunity.
• Opportunity Framing prepares you to better
define the design challenge.
• Opportunity Framing also help you in identifying
the potential interviewees for later phases.
5/16/2022 1.3 _ Explore Phase 170

Design Challenge Reframing
5/16/2022 1.3 _ Explore Phase 171
“How might we <verb> a <desired end state/outcome/issues for <user>?
Design Challenge : Frame the problem statement into “How Might We...?”
Reframing
the Design
Challenge

HMW Method Examples
• How might we design a product that makes our users feel
confident and secure during their online financial
transactions?
• How might we design the world’s most innovative banking
app?
5/16/2022 1.3 _ Explore Phase 172

HMW Verbs List
5/16/2022 1.3 _ Explore Phase 173

How to do Opportunity Framing?
5/16/2022 1.3 _ Explore Phase 174

Fundamentals of Opportunity Framing
• From the industry focus to user focus
– (Public Sector Agency to Citizen or End Users)
• From single idea to system
• From symptoms to root cause
– (What are the real issues, pain points, underlying
deep needs)
5/16/2022 1.3 _ Explore Phase 175

Opportunity Framing - Templates
• Three Templates:
– T13: Project Brief and Opportunity Framing
– T14: Project Brief and Reframing Project Challenges
– T15: Reframing the Opportunities
5/16/2022 1.3 _ Explore Phase 176

T13: Project Brief and Opportunity Framing
5/16/2022 1.3 _ Explore Phase 177

5/16/2022 1.3 _ Explore Phase 178

T14: Project Brief and Reframing Project Challenges
5/16/2022 1.3 _ Explore Phase 179

T15: Reframing the Opportunities
5/16/2022 1.3 _ Explore Phase 180

• T1: SCOPES
• T6: Synthesis
• T9: Stakeholder Mapping Matrix
• T10: Stakeholder Links & Relationship Mapping
• T11: Stakeholder Priority Mapping Matrix
• T12: Stakeholder Analysis & Engagement Strategy
• T13: Project Brief and Opportunity Framing
• T14: Project Brief and Reframing Project Challenges
• T15: Reframing the Opportunities
5/16/2022 1.3 _ Explore Phase 181

Thank you
5/16/2022 1.3 _ Explore Phase 182

Poll Question 1
• In Stakeholder Priority Mapping Matrix, High
Interest and High Influence Quadrant is
named as ______
– Engage Closely
– Keep Satisfied
– Monitor
5/16/2022 1.3 _ Explore Phase 183

Poll Question 1
• In Stakeholder Priority Mapping Matrix, High
Interest and High Influence Quadrant is
named as ______
– Engage Closely
– Keep Satisfied
– Monitor
5/16/2022 1.3 _ Explore Phase 184

Poll Question 2
• Which template is used to identify appropriate
key stakeholders?
– Stakeholder Mapping Matrix
– Stakeholder Priority Mapping Matrix
5/16/2022 1.3 _ Explore Phase 185

Poll Question 2
• Which template is used to identify appropriate
key stakeholders?
– Stakeholder Mapping Matrix
– Stakeholder Priority Mapping Matrix
5/16/2022 1.3 _ Explore Phase 186

Poll Question 3
• Which tool is used to reframe your design
challenge as opportunity?
– Stakeholder Mapping
– Opportunity Framing
– STEEP Analysis
5/16/2022 1.3 _ Explore Phase 187

Poll Question 3
• Which tool is used to reframe your design
challenge as opportunity?
– Stakeholder Mapping
– Opportunity Framing
– STEEP Analysis
5/16/2022 1.3 _ Explore Phase 188

Poll Question 4
• Which approach helps us to reframe our
opportunities?
– HHH Approach
– HMW Approach
– STEEPS Approach
– SCOPES Approach
5/16/2022 1.3 _ Explore Phase 189

Poll Question 4
• Which approach helps us to reframe our
opportunities?
– HHH Approach
– HMW Approach
– STEEPS Approach
– SCOPES Approach
5/16/2022 1.3 _ Explore Phase 190

[PPT] _ UNIT 1 _ COMPLETE.pptx

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[PPT] _ UNIT 1 _ COMPLETE.pptx