LMCW1022 Design Thinking Concept

Design
Thinking:
The Concept
Presented by: Dr Noor Azuddin Yakob
What is Design Thinking?
Design thinking draws on logic, imagination, intuition and systemic reasoning to explore the possibilities
of what could be and to create desired outcomes that benefit the end user (the customer).
A design mindset is not problem-focused, it’s solution-focused and action-oriented. It involves both
analysis and imagination.
Design thinking is linked to creating an improved future and seeks to build ideas up – unlike critical
thinking, which breaks them down.
Problem-solving is making something go away. Creating is bringing something into being.
Design thinking informs human-centred innovation and begins with developing an understanding of
customers’ or users’ unmet or unarticulated needs.
• Identify the consumers’ problem.
Why is • Challenge the status quo.
Design • Innovate to provide better solutions.
Thinking • Improve the consumers’ experience.
important? • Opportunities to launch more
products.
The biggest driving force is the accelerated rate of change in
business and society caused by advances in technology.
Technology and creativity do work together and are not

mutually exclusive.
What is the
driving force Creativity is about finding the problem worth solving.
behind design
thinking? An absence of a scalable creative framework encourages
incremental innovation in lieu of disruptive innovation.
To strive for disruptive innovation – must find ways to inject

and scale creativity.
• Design thinking is human-centred on two levels:
1. we begin with understanding the end user’s needs
and centre those needs throughout; and
HOW DESIGN 2. the process itself is a social one – it necessitates
collaboration and effective team work.
THINKING • Over time we have tested and refined our approach
HELPS to design thinking.
• It takes advantage of both divergent and convergent
INNOVATION thinking, and requires creative and analytical
thinking.
• It is a process that can be used across businesses –
for products and services – and we know it’s a
process that works!
Design Thinking and Wicked Problems
• Design thinking is a problem solving methodology that is used to address ‘wicked problems’.
• A wicked problem means that the nature of the problem is highly ambiguous.
• Think of it as a highly complex problem where there are many knowns and unknowns.
• Wicked problems do not have clear yes or no solution.
• There are only better or worse solutions to wicked problems.
• Better solutions, usually, uncover more design challenges.
• A solution that works today might not work in the future.
• A solution that works in one market might not work in another market (now or in the future).
• This is one of the main reasons why design thinking has become so popular in business and
strategy.
• Some people refer to wicked problems as design problems.
• Design thinking is divergent in nature.
• During the initial stages of design
thinking process, there is a strong
emphasis on coming up with many
creative ideas as possible.
• A good design facilitator would create
an environment in which the
participants come up with as many
ideas as possible.
• One way to create such an
environment is to ensure that
participants do not judge the initial
ideas.
Design thinking is a human
centred approach to
innovation that integrates
needs of the people,
possibilities of technology
and the requirements of
business success.
Design Thinking for
Business
Innovation
Jeanne Liedtka, PhD
University of Virginia
Four main stages of the Design Thinking process
Phase one: What is?
• The first phase of design thinking is the “What Is?”
phase. In this stage we are doing our research to find
out what the status quo is.
• What is the state of things in our current reality?
• This stage is the most difficult for those of us who are
quick to take action.
• In this phase we will gather lots of insights about the
state of things, and will likely want to start right away to
make decisions about how the status quo needs to
change.
• However, do your best to avoid making judgements and
resist taking action for now. Just focus on being a
scientist (if you will), and simply make observations.
• The second phase of the Design Thinking
process is where we start to generate ideas.
• Here we will generate as many possibilities as
possible.
• The important thing to remember in this stage
Phase two: is that anything goes.
• Frequently we are critical of ideas, and that
What if? critical eye has its place and time, but not in this
phase.
• This phase is about coming up with many ideas
that will later be candidates for testing and
prototypes.
In this third phase, we start to assimilate all the ideas from
phase two into prototypes that can then be tested.
But first, we will identify all the key assumptions made such
as, what our stakeholders need and what our customers
Phase three: want.
What In the first phase of the process, “what is?”, you will have
wows? gathered many insights about your stakeholders needs, and
the objectives of the organization.
In this third phase, “what wows?”, you will look for the
intersection of three key questions. Is it feasible, do the
stakeholders want it, and does it meet our organizations
needs?
Phase four: What works?
• This final phase is about testing out the prototypes which were
developed in the third phase that have been generated from the
ideas created in the second phase which were built on our insights
from the first phase.
• It’s all falling into place.
• This is where our already engrained Lean mindset becomes very
useful.
• The goal of this phase is to first make small tests, fail (or succeed!)
early, and move on the next test.
• A key to remember in this phase is to listen to your customer.
• You’ve likely nurtured an idea through the whole process, and even
though you may be somewhat attached to that idea by now, it’s
important to stay neutral and focus on the voice of your customer.
15 steps to guide through the Design Thinking process.
10 tools used iteratively at all phases
Design Thinking in Action
A designer places a premium on gaining a deep understanding of the
fundamental human needs underlying a given design challenge.
End of Lecture
Thank You

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Design

Problem-solving is making something go away. Creating is bringing something into being.

Technology and creativity do work together and are not

To strive for disruptive innovation – must find ways to inject

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