Unit 1

Content

● Introduction to Design Thinking

● Traditional Problem Solving v/s Design Thinking
● History of Design Thinking
● Wicked Problems
● Innovation & Creativity
● The role of innovation & creativity in organizations
● Creativity in teams and their environments
● Design Mindset
● Introduction to elements and principles of Design
● 13 musical notes for design mindset
● Examples of Great Design
● Design Approaches across the world

Compiled & Prepared By: Himanshu Tripathi

 Introduction to Design Thinking

“Design Thinking taps into capacities we all have but that are overlooked by more conventional
problem-solving practices. It is not only human-centered; it is deeply human in and of itself. Design
thinking relies on our ability to be intuitive, to recognize patterns, to construct ideas that have
emotional resonance as well as functionality, to express ourselves in media other than words or
symbols…”
- Tim Brown, CEO Ideo (Book: Change by Design)

Design thinking is a human-based approach to innovation that aims to establish creative ideas and
effective business models by focusing on the needs of people. The basic idea behind design thinking
is that you apply the approaches and methods of designers to the development of innovations (this
is what the word design stands for) while also engaging in a systematic, fact-based analysis of the
feasibility and economic viability of these innovations — just like what a researcher does (this is what
the thinking part of the term stands for).

Designers start with their customers’ problems or wishes and consider them from the perspective of
their target users. With this knowledge, designers develop the first user-oriented ideas, visualize their
METHOD creative solutions at an early stage, and then design prototypes. They quickly request their
customers’ feedback and change their concept on this basis. Step by step, the designers approach
the best solution for their target users. The approach and individual methods of the design are
supplemented by a mindset that purposefully analyzes the feasibility and economic viability of the
product during development. Like a researcher, you set verifiable goals for each step, make
assumptions, and test these assumptions with the help of observations and surveys regarding their
validity.
bhadawa

Design Thinking is a human-centered problem-solving approach that fosters innovation and creative
solutions through a structured and iterative process. It places strong emphasis on understanding
the needs of users, challenging assumptions, and generating practical and effective solutions to
complex challenges. Design thinking is not limited to any specific field or industry, rather, it is a
versatile methodology that can be applied to various contexts, from product design to business
strategy to social issues.

The design thinking approach is characterized by its user centric focus, collaboration among
multidisciplinary teams, and a willingness to embrace experimentation and failures as part of the
creative process. It encourages designers and problem-solvers to challenge assumptions, think
outside the box, and develop solutions that truly meet the needs of users.

Overall, Design thinking offers a structured framework for approaching complex challenges with
empathy, creativity and a commitment to creating meaningful and innovative solutions. It's a mindset
that can lead to breakthrough innovations and positive outcomes across various domains.

Compiled & Prepared By: Himanshu Tripathi

Here are some real-world examples of organizations and projects that have successfully utilized
Design Thinking:

1. Apple's iPhone Design: Apple's iPhone is a classic example of how Design Thinking can
revolutionize a product. Apple empathized with users' frustrations with traditional phones
and created a device that combined a phone, an iPod, and an internet communicator into one
cohesive and intuitive product. The iterative design process focused on user experience,
aesthetics, and simplicity, resulting in a game-changing product that transformed the
smartphone industry.
2. IDEO's Shopping Cart Redesign: Design and innovation consultancy IDEO used Design
Thinking to redesign the traditional shopping cart. By empathizing with shoppers and store
employees, they identified pain points such as cart congestion and difficulty navigating
aisles. Through ideation and prototyping, IDEO developed the "IDEO Shopping Cart," which
featured smaller carts, nesting capabilities, and adjustable sizes to enhance the shopping
experience.
3. Airbnb's User-Centered Platform: Airbnb's success is attributed to its user-centered
approach, which is rooted in Design Thinking principles. The company empathized with both
hosts and guests, focusing on their needs, concerns, and aspirations. Airbnb's platform
evolved through iterative prototyping and testing, ensuring that the user experience remained
at the forefront of their design decisions.
4. Warby Parker's Disruptive Eyewear Model: Warby Parker, an online eyewear retailer,
disrupted the eyewear industry with a user-centric approach. Frustrated by the high cost of
eyeglasses, they empathized with customers and developed an affordable, direct-to-
consumer model. They used prototyping to design and test frames, ensuring both style and
comfort. This approach allowed them to quickly establish a successful business and reshape
the eyewear market.
5. The Human-Centered Design Approach by IDEO.org: IDEO.org, a nonprofit organization,
applies Design Thinking to address global challenges. They worked with the Acumen Fund to
create the "LifeStraw," a portable water purifier for communities without access to clean
water. Through empathy and iterative prototyping, they developed a simple, cost-effective
solution that improved health and quality of life in underserved areas.
6. IBM's Design Thinking Transformation: IBM embraced Design Thinking to transform its
culture and approach to product development. The company established the IBM Design
Studio to foster collaboration and innovation. They applied Design Thinking principles to
reimagine products and services, resulting in improved user experiences and more innovative
solutions.
7. City of Chicago's Food Safety Inspections: The City of Chicago used Design Thinking to
improve its food safety inspection process. By empathizing with restaurant owners,
inspectors, and citizens, they identified inefficiencies in the existing system. Through
prototyping and testing, they developed a mobile app that allowed inspectors to conduct
faster and more accurate inspections, leading to better public health outcomes.

Compiled & Prepared By: Himanshu Tripathi

These examples highlight how Design Thinking has been applied across industries to create
innovative products, services, and experiences by focusing on user needs, collaboration, and
iterative problem-solving.

Here are a few real-world examples of initiatives in India that have applied Design Thinking principles
to solve various challenges:

1. Project Sammaan for Public Toilets: In 2015, the Gates Foundation partnered with the
Ministry of Urban Development in India to improve public sanitation facilities using Design
Thinking. The initiative, known as Project Sammaan, aimed to transform the user experience
of using public toilets. Design Thinking workshops were conducted with sanitation workers,
facility managers, and users to gain insights into their needs and preferences. This led to the
redesign of public toilet facilities in several cities, incorporating features like improved
cleanliness, lighting, and user-friendly designs.
2. d.light's Solar Lanterns for Rural Areas: d.light, a company focused on providing solar
solutions for off-grid communities, used Design Thinking to design and distribute solar
lanterns in rural India. The company empathized with the challenges faced by communities
without reliable access to electricity and designed affordable solar lanterns that catered to
their specific needs. This approach helped improve living conditions, education, and
economic opportunities in rural areas.
3. Aarogya Setu App for COVID-19: The Aarogya Setu mobile app was developed by the
Government of India to help in the fight against COVID-19. The app was created using a
Design Thinking approach to effectively track and trace potential virus exposure. It
incorporated user feedback and underwent iterative improvements to enhance its usability,
ensuring that it could be used by a diverse population across the country.
4. Project SammaVastra for Rural School Uniforms: SammaVastra, an initiative by the Design
Innovation and Craft Resource Centre (DICRC) at CEPT University, focused on reimagining
school uniforms in rural India. By engaging with parents, students, and teachers, they
designed comfortable and culturally relevant uniforms that were better suited to the local
climate and context. This project showcased how Design Thinking can address educational
and cultural challenges in innovative ways.
5. Project Chakshu for Rural Eye Care: Project Chakshu, led by Aravind Eye Care System, used
Design Thinking to address the issue of avoidable blindness in rural India. By conducting
empathy-driven research and collaboration, they designed a system to provide quality and
affordable eye care services to underserved communities. The initiative not only improved
access to eye care but also empowered local communities to take charge of their eye health.

These examples demonstrate how Design Thinking has been utilized in India to create innovative
solutions that cater to the unique needs and challenges faced by diverse communities in the country.
Through empathy, collaboration, and iterative problem-solving, these initiatives have made a positive
impact on various aspects of Indian society.

Compiled & Prepared By: Himanshu Tripathi

Key principles of Design Thinking

Design Thinking is a problem-solving methodology and approach that emphasizes empathy,

creativity, and a user-centered perspective to address complex challenges and generate innovative
solutions. It was popularized in the fields of product design and innovation but has since been
applied to various domains, including business, education, healthcare, and social issues. At its core,
Design Thinking focuses on understanding the needs and desires of users, identifying opportunities
for improvement, and iteratively developing solutions through a series of structured steps.

The key principles of Design Thinking include:

I. Empathy: Design Thinking starts by understanding and empathizing with the end-users or
stakeholders for whom a solution is being designed. This involves observing, interviewing,
and interacting with users to gain insights into their experiences, needs, and pain points.
II. Define: Once a deep understanding of user needs is established, the problem is defined in a
way that is human-centered and specific. This helps in reframing the challenge to focus on
creating meaningful solutions.
III. Ideation: In this phase, diverse teams generate a wide range of creative ideas without
judgment. Brainstorming sessions and other ideation techniques are used to encourage out-
of-the-box thinking and generate innovative concepts.
IV. Prototyping: Promising ideas are turned into tangible prototypes, which can be low-fidelity
sketches, physical mock-ups, or even digital simulations. These prototypes serve as early
representations of potential solutions and are used for testing and validation.
V. Testing: Prototypes are tested with real users to gather feedback and insights. This iterative
process helps identify what works, what doesn't, and what needs further refinement.
Feedback from users is crucial for refining the solution and making necessary improvements.
VI. Iteration: Based on the feedback gathered during testing, the design is refined and iterated
upon. The process of prototyping, testing, and iterating is repeated until a suitable and
effective solution is developed.
VII. User-Centered Approach: Design Thinking places users at the center of the design process,
ensuring that solutions address their actual needs and pain points. This approach often
results in more relevant and impactful outcomes.
VIII. Collaboration: Design Thinking encourages multidisciplinary collaboration. Teams with
diverse skill sets and perspectives work together to generate a wide range of ideas and
contribute to the overall solution.
IX. Bias Towards Action: Design Thinking emphasizes taking action and creating tangible
prototypes as early as possible to test and validate ideas in real-world contexts.
X. Mindset of Experimentation: Design Thinking acknowledges that failure and learning from
failures are essential parts of the process. It encourages a willingness to experiment, take
risks, and adapt based on results.

Compiled & Prepared By: Himanshu Tripathi

In practice, Design Thinking is not a linear process but a dynamic one that often involves moving
back and forth between different stages. It promotes a creative and user-centered approach to
problem-solving that fosters innovation and results in solutions that genuinely resonate with users.
Whether applied to product development, service design, or social challenges, Design Thinking offers
a structured framework to approach problems in a human-centered and iterative manner.

Traditional Problem Solving v/s Design Thinking

Traditional problem-solving and the Design Thinking approach differ in their methodologies, mindset,
and emphasis on user-centricity. Here's a comparison of the two approaches:

Traditional Problem-Solving:

1. Linear Process: Traditional problem-solving often follows a linear process where the
problem is identified, analyzed, and then a solution is developed in a step-by-step manner.
2. Expert-Driven: Solutions are typically generated by experts or individuals with domain
knowledge. Decisions are made based on their expertise and analysis.
3. Emphasis on Efficiency: The focus is on finding the most efficient solution based on
available resources and established methods.
4. Limited User Involvement: User input is often limited to feedback on proposed solutions
after they are developed.
5. Single Solution: The process usually leads to a single solution that is considered the best
based on analysis and expertise.
6. Risk Avoidance: Traditional problem-solving tends to prioritize minimizing risks and avoiding
potential failures.
7. Stability: The goal is often to maintain stability and solve problems within existing
frameworks and paradigms.

Design Thinking Approach:

1. Iterative Process: Design Thinking is iterative, with multiple cycles of empathizing, defining,
ideating, prototyping, and testing to continually refine solutions.
2. User-Centric: Users and stakeholders are central to the process. Understanding their needs,
desires, and pain points is the foundation of the approach.
3. Diverse Collaboration: Cross-functional teams with diverse perspectives collaborate to
generate a wide range of innovative ideas.
4. Creative Ideation: Creative brainstorming and ideation sessions encourage out-of-the-box
thinking and exploration of unconventional solutions.
5. Multiple Solutions: Design Thinking generates multiple solutions that are tested and refined
based on user feedback, leading to the best-fitting solution.
6. Embracing Failure: Design Thinking embraces the concept of failure as a stepping stone to
learning and improvement. Prototypes are built to fail early and learn from failures.

Compiled & Prepared By: Himanshu Tripathi

 7. Innovation: The goal is to create innovative solutions that address latent needs and open up
new possibilities.
8. Human-Centered: Solutions are designed with a deep understanding of users' emotions,
behaviors, and experiences.
9. Adaptability: Design Thinking is adaptable to various contexts, industries, and challenges,
promoting flexibility and adaptability in problem-solving.

Traditional problem-solving approaches tend to rely on analysis, expertise, and efficiency, while
Design Thinking emphasizes empathy, collaboration, creativity, and iterative development with a
strong focus on meeting user needs and creating innovative solutions.

History of Design Thinking

Design Thinking's history dates back several decades and has evolved through contributions from
various fields, practitioners, and methodologies. While it's difficult to pinpoint a single origin, Design
Thinking as a formalized problem-solving methodology has roots in various disciplines, but it gained
prominence in the 20th century. Here's a brief history of its development:

1) Early Influences (1960s - 1970s): Design Thinking's roots can be traced to the industrial
design practices of the mid-20th century. While not explicitly called "Design Thinking," key
ideas and principles were laid down during this period. Designers like Charles Eames, who
focused on user-centered design, and Herbert Simon, who introduced the concept of
"satisficing" in decision-making, contributed to shaping the mindset that later became
foundational to Design Thinking.
2) IDEO's Emergence (1980s - 1990s): The design and innovation firm IDEO played a significant
role in popularizing Design Thinking. David Kelley, a co-founder of IDEO, emphasized human-
centered design and created a culture of multidisciplinary collaboration, rapid prototyping,
and user empathy. The firm's work on products like the Apple Mouse and the Palm V PDA
showcased the effectiveness of these approaches.
3) Stanford d.school (2000s - Present): The Hasso Plattner Institute of Design at Stanford
University, commonly known as the d.school, has been a driving force in advancing Design
Thinking. It was founded in 2005 and has contributed greatly to the methodology's
formalization and dissemination. The d.school's curriculum, workshops, and design
challenges have played a crucial role in educating students and professionals in Design
Thinking principles.
4) Tim Brown's Influence: Tim Brown, the CEO of IDEO, is often associated with popularizing
the term "Design Thinking" and formalizing the methodology. His book "Change by Design,"
published in 2009, provided a comprehensive framework for understanding Design Thinking
and its application.
5) Global Adoption (2010s - Present): In the past decade, Design Thinking has gained
significant traction across industries and around the world. Organizations like IBM, Airbnb,

Compiled & Prepared By: Himanshu Tripathi

 and governments like Singapore and India have integrated Design Thinking into their
problem-solving processes.
6) Expansion Beyond Products: While Design Thinking initially gained prominence in product
design and innovation, it has expanded to encompass diverse domains, including business
strategy, service design, healthcare, education, and social innovation. This adaptability has
contributed to its widespread adoption.
7) Integration in Education: Many universities and educational institutions have incorporated
Design Thinking into their curricula. Stanford's d.school, mentioned earlier, is a prominent
example, but many other institutions worldwide have introduced Design Thinking courses
and workshops.
8) Ongoing Evolution: Design Thinking continues to evolve, incorporating elements from
cognitive psychology, anthropology, and other fields. Its core principles of empathy, iteration,
and user-centeredness remain consistent, but various variations and adaptations have
emerged based on specific needs and contexts.

Design Thinking's history is characterized by a journey from scattered concepts to a recognized and
applied methodology. Throughout its history, Design Thinking has absorbed insights from fields like
architecture, engineering, psychology, and business, blending creative and analytical approaches to
problem-solving. Its growth has been driven by the need for user-centric solutions, adaptable
methodologies, and a holistic understanding of the complexities of modern challenges. Its impact
on innovation, problem-solving, and human-centered approaches to challenges has made it a
valuable tool across industries and disciplines.

Wicked Problems

"Wicked problems" is a term introduced by social scientists Horst Rittel and Melvin Webber in the
early 1970s to describe complex and highly interconnected issues that are challenging to define, let
alone solve. These are problems that often involve a high degree of uncertainty, multiple
stakeholders, and no clear-cut solutions. These problems are often characterized by their open-
ended nature, lack of clear solutions, and a multitude of possible approaches, which makes them
inherently difficult to address using traditional linear problem-solving methods.

Key characteristics of wicked problems include:

1. Complex Interdependencies: Wicked problems are intertwined with numerous factors and
variables, making it hard to isolate individual causes or solutions. Changes in one aspect of
the problem can lead to unforeseen consequences in other areas.
2. Ambiguous Problem Definition: Wicked problems are often difficult to define clearly due to
differing viewpoints and interpretations. Stakeholders may have varying opinions on what
the problem actually is.

Compiled & Prepared By: Himanshu Tripathi

 3. Multiple Perspectives: Different stakeholders may have diverse opinions on the nature of the
problem and the desired outcomes. This can lead to conflicts and disagreements about how
to approach a solution.
4. No Ultimate Solution: Unlike "tame" problems that have definitive solutions, wicked problems
do not have a single best answer. Solutions are not right or wrong; they are judged by their
effectiveness in addressing the problem within a particular context.
5. Changing Nature: Wicked problems can evolve over time due to changing circumstances,
new information, and shifting priorities. This dynamic nature further complicates finding
sustainable solutions.
6. No End Point: There is no clear point at which a wicked problem can be considered
completely solved. Solutions may need continuous adaptation and adjustment as the
problem context changes.

Examples of wicked problems include issues like climate change, poverty, healthcare access, urban
planning, and education reform.

Addressing wicked problems requires a different mindset and approach. Design Thinking, with its
emphasis on empathy, collaboration, iteration, and holistic understanding, is well-suited for tackling
wicked problems. This approach acknowledges the complexity of the issues, engages diverse
perspectives, and encourages the exploration of multiple possible solutions, even if they are not
immediately achievable in their entirety.

While Design Thinking is a powerful approach for addressing a wide range of challenges, there are
certain issues within the realm of design and innovation that can be considered as "wicked
problems." Some examples include:

 Designing for Social Change: Creating solutions for complex social issues such as poverty,
inequality, and access to education involves addressing deeply ingrained societal structures
and perceptions. These problems are not easily solved due to their multifaceted nature and
the need for systemic change.
 Sustainable Design: Developing products, services, and systems that are environmentally
sustainable poses significant challenges due to the intricate balance between economic,
environmental, and social considerations. Achieving true sustainability often requires
innovative approaches that challenge existing norms.
 User-Centered Innovation: Designing products or services that truly resonate with diverse
user groups and cultural contexts is a complex task. Balancing individual preferences and
needs while considering larger societal and cultural factors requires thoughtful exploration.
 Healthcare System Redesign: Improving healthcare systems involves addressing the needs
of patients, medical professionals, administrators, and policymakers. The interplay of
various stakeholders, regulations, technology, and patient expectations makes this a
complex and challenging issue.

Compiled & Prepared By: Himanshu Tripathi

  Urban Planning and Smart Cities: Designing cities for future growth while considering
factors like transportation, infrastructure, environmental impact, and community
engagement is a complex endeavor. The interconnectedness of urban systems requires a
holistic approach.
 Ethical Design: Balancing technological innovation with ethical considerations is a wicked
problem. Developing technologies that respect user privacy, avoid bias, and promote positive
social impact involves navigating a complex landscape.
 Cultural and Inclusive Design: Designing products and experiences that are inclusive of
diverse cultural backgrounds requires a deep understanding of cultural norms, preferences,
and sensitivities. This complexity demands careful consideration to avoid unintended biases
or exclusions.
 Innovating in Education: Redesigning education systems and curricula to meet the needs of
students in an evolving world involves navigating cultural, societal, and technological
changes. Adapting traditional education models to foster creativity, critical thinking, and
collaboration poses challenges.

These are just a few examples of wicked problems within the realm of design and innovation. Design
Thinking's iterative, empathetic, and user-centric approach is well-suited to addressing these
challenges, as it encourages exploration, collaboration, and the development of creative solutions
that may not have clear-cut answers.

Innovation & Creativity

Innovation

The concept of innovation is not tied to a specific date or time; rather, it has been an inherent aspect
of human progress throughout history. People have been innovating and creating new solutions,
tools, and technologies to adapt to their environments and improve their lives for thousands of years.
From the invention of the wheel and the development of agricultural techniques to the creation of
written language and the discovery of new scientific principles, innovation has been a continuous
and fundamental part of human evolution.

The term "innovation" has been in use for centuries, and its origins can be traced back to Latin and
Middle English. However, it gained prominence and a more structured definition in the context of
economics and business in the mid-20th century. One of the key figures associated with formalizing
the concept of innovation is economist Joseph Schumpeter.

Joseph Schumpeter, an Austrian-American economist, introduced the concept of "entrepreneurial

innovation" in his book "The Theory of Economic Development," published in 1911. Schumpeter's
work highlighted the role of entrepreneurs in driving economic growth through the introduction of
new products, processes, and technologies that disrupt existing markets and create new ones. He
emphasized that innovation is a primary force behind the dynamics of capitalism.

Compiled & Prepared By: Himanshu Tripathi

Over time, the term "innovation" has become more widely used and has evolved to encompass
various aspects of creativity, invention, and improvement across different domains. While
Schumpeter was a key contributor to shaping the modern understanding of innovation, it's important
to note that the concept has historical roots that date back even further.

Innovation can be defined as the intentional and purposeful act of introducing novel ideas, methods,
products, or processes that result in transformative changes, improvements, or advancements in
various spheres of human endeavor. It encompasses the exploration of creative possibilities, the
application of original thinking, and the utilization of emerging technologies to create solutions that
address existing challenges, fulfill unmet needs, and drive progress, ultimately shaping the trajectory
of industries, societies, and the global landscape.

Here are few more definitions of innovation for your reference -

Innovation is the introduction of novel ideas, methods, products, or processes that bring about
significant advancements, improvements, or disruptions in various domains. It involves creative
thinking, experimentation, and the implementation of inventive solutions to address challenges,
seize opportunities, and drive progress in business, technology, and society.

or

Innovation refers to the process of introducing new concepts, practices, products, or services that
lead to meaningful and positive changes in how things are done. It involves breaking away from the
conventional and embracing fresh approaches, often driven by creative thinking, research, and the
application of emerging technologies, with the aim of fostering growth, competitiveness, and
societal development.

Creativity

The term "creativity" has roots that trace back to the Latin word "creare," which means "to produce,
bring forth, or create." It has been used in various forms throughout history to describe the act of
bringing something new into existence. However, the concept of creativity as we understand it today
has evolved over time.

The modern understanding of creativity emerged in the late 19th and early 20th centuries, particularly
within the fields of psychology and aesthetics. Psychologists and philosophers began exploring the
cognitive processes behind innovative thinking, artistic expression, and problem-solving.

One of the early influential figures in discussing creativity was psychologist William James, who in
the late 1800s explored the idea of "originality" and the generation of novel ideas.

Compiled & Prepared By: Himanshu Tripathi

However, it was psychologist and education reformer J.P. Guilford who contributed significantly to
shaping the modern conceptualization of creativity in the mid-20th century. In 1950, Guilford
proposed a framework that separated creativity into divergent thinking (generating multiple
solutions) and convergent thinking (finding a single solution). He emphasized the importance of
fluency, flexibility, originality, and elaboration in creative thought.

Since then, the understanding of creativity has continued to evolve, with contributions from various
fields such as psychology, arts, education, and business. While the term itself has been in use for
centuries, the formal exploration and definition of creativity as a psychological and cognitive process
gained prominence in the 20th century.

Creativity can be defined as the innate human capacity to generate original and valuable ideas,
concepts, solutions, or expressions that go beyond conventional thinking. It involves the ability to
connect seemingly unrelated elements, explore uncharted territories, and envision novel
perspectives. Creativity thrives in diverse domains, including arts, sciences, technology, and
problem-solving, often resulting in the production of innovative outcomes that inspire, transform,
and contribute to the advancement of society and human understanding.

Here are a few more definitions of creativity. These definitions highlight the multifaceted nature of
creativity, encompassing originality, imagination, and the ability to produce meaningful and valuable
contributions to various fields.

"Creativity is the process of generating unique ideas, concepts, or solutions through the exploration
of different perspectives, connections between seemingly unrelated elements, and the application
of imagination."
ucha uthna
or
"Creativity is the ability to transcend conventional boundaries, think beyond the ordinary, and
produce original expressions, inventions, or solutions that have value and impact."
or
"Creativity involves the capacity to envision and bring forth new and imaginative ideas, often
characterized by a combination of curiosity, open-mindedness, and the willingness to challenge
established norms."
or
"Creativity is the dynamic interplay of curiosity, knowledge, and the willingness to take risks,
resulting in the creation of something innovative, inspiring, or transformative."
or
"Creativity is the cognitive and emotional process of generating novel ideas, concepts, or
interpretations that contribute to the enrichment of human experiences and the evolution of various
disciplines."

Compiled & Prepared By: Himanshu Tripathi

Innovation v/s Creativity

Aspect Innovation Creativity

Both involve generating novel ideas, Both involve generating original and
Origin of New
concepts, or solutions that extend imaginative ideas, often breaking away
Ideas
beyond existing norms. from conventional thinking.

Both rooted in human cognitive

Both rooted in cognitive processes like
Human Cognitive processes, such as imaginative
divergent thinking, idea generation, and
Processes thinking, problem-solving, and making
the exploration of possibilities.
connections.

Both aim to produce outcomes that Both seek to create results that
have value and impact, whether in terms contribute meaningfully to a field,
Value and Impact
of solving problems or advancing whether through artistic expression or
knowledge. novel insights.

Both prioritize originality, aiming to Both emphasize the novelty and

Originality create something unique that has not freshness of ideas, striving to introduce
been seen or done before. new perspectives or concepts.

Differences:

Aspect Innovation Creativity

Creativity focuses on the generation of

Innovation focuses on practical
new and imaginative ideas without the
Focus and Outcome application of creative ideas to solve
immediate need for practical
specific problems or address needs.
application.

The innovation process includes

Creativity involves the process of idea
Process vs. taking creative ideas and
generation, exploration, and original
Application transforming them into practical
thought.
solutions or products.

Compiled & Prepared By: Himanshu Tripathi

 Innovation has a more targeted
Creativity has a broader scope,
scope, aiming to create practical
Scope encompassing artistic expression,
solutions in specific areas or
writing, brainstorming, and more.
industries.

Innovation often involves systematic Creativity is often seen as an

Individual vs. processes, including research, individual trait or process, involving
Systematic development, and implementation personal inspiration and imaginative
strategies. thinking.

Creativity emphasizes the exploration

Innovation emphasizes the
Exploration vs. of ideas and the generation of
implementation of creative ideas to
Implementation possibilities without immediate
achieve real-world outcomes.
implementation.

In summary, innovation focuses on applying creative ideas to practical solutions with targeted
impact, while creativity revolves around the generation of original ideas, often with a broader and
more exploratory scope. Both concepts complement each other, with creativity serving as a
wellspring of ideas that can fuel the innovative process.

The role of innovation & creativity in organizations

In organizations, innovation and creativity play pivotal roles in driving growth, competitiveness, and
adaptability. They enable businesses to develop unique products, processes, and strategies that can
differentiate them in the market and respond effectively to changing circumstances. Let's delve into
their roles with examples:

Innovation: Innovation in organizations involves the application of creative ideas to practical

solutions that create value and address specific needs. It is about turning ideas into action and
making a tangible impact on the business.

Example 1 - Product Innovation: A technology company introduces a new smartphone with

groundbreaking features and a user-friendly interface. This innovation not only captures customers'
attention but also sets the company apart from competitors in the highly competitive market.

Example 2 - Process Innovation: A manufacturing plant implements robotics and automation to

streamline its production line, reducing manufacturing time and minimizing errors. This innovation
leads to increased efficiency, reduced operational costs, and improved product quality.

Compiled & Prepared By: Himanshu Tripathi

Example 3 - Business Model Innovation: An e-commerce platform introduces a subscription-based
model for its services, providing customers with exclusive benefits and regular product deliveries.
This innovation enhances customer loyalty, generates recurring revenue, and sets a new standard in
the industry.

Creativity: Creativity fuels the generation of novel ideas, insights, and perspectives. It involves
thinking beyond conventions and exploring new possibilities, often leading to the initial spark for
innovation.

Example 1 - Idea Generation: A marketing team brainstorms creative ideas for a new advertising
campaign that aims to resonate with a younger audience. The team's imaginative thinking generates
concepts that eventually contribute to a successful and memorable campaign.

Example 2 - Problem-Solving: In response to a supply chain disruption, a logistics company

encourages its employees to think creatively to find alternative routes and transportation methods.
This creative problem-solving approach helps the company overcome challenges and maintain its
service levels.

Example 3 - New Approaches to Challenges: A nonprofit organization faces fundraising challenges

due to donor fatigue. Through creative thinking, they devise a digital campaign that gamifies
donations and rewards contributors with virtual badges. This fresh approach revitalizes donor
engagement and increases donations.

Symbiotic Relationship:

Innovation and creativity are interdependent. Creativity generates the raw material for innovation,
while innovation channels creative ideas into practical outcomes. Organizations that foster a culture
of both creativity and innovation empower their teams to continuously explore new ideas,
experiment, and embrace change, ensuring long-term success and resilience.

Creativity sparks the initial ideas, and innovation transforms those ideas into real-world solutions
that drive progress, growth, and competitiveness in organizations across various sectors.

Creativity in teams & their environments

Creating an environment that nurtures and encourages creativity is essential for fostering innovation
within teams. When teams work in a supportive atmosphere that values diverse perspectives, open
communication, and experimentation, they are more likely to generate fresh ideas and inventive
solutions. Here's how creativity flourishes in teams and the environments they operate in, along with
relevant examples:

Compiled & Prepared By: Himanshu Tripathi

Psychological Safety: Teams that feel psychologically safe are more willing to take risks and
express unconventional ideas without fear of criticism or negative consequences. When team
members trust that their contributions will be respected, they are more likely to share creative
insights.
Example: In a software development team, a junior developer suggests a unique approach to solving
a complex coding challenge. Because the team fosters psychological safety, the idea is openly
discussed and refined, ultimately leading to an innovative solution.

Diverse Perspectives: Diversity within teams, whether in terms of skills, backgrounds, or

experiences, leads to a variety of viewpoints. These diverse perspectives stimulate creative thinking
and promote the exploration of multiple solutions.
Example: In a marketing team working on a new advertising campaign, team members from different
cultural backgrounds contribute ideas that reflect their unique insights. The resulting campaign
resonates with a broader audience due to its inclusive approach.

Collaborative Environment: Collaboration encourages the exchange of ideas and the synthesis of
different viewpoints. Teams that collaborate effectively can combine their strengths to develop more
innovative solutions.
Example: A cross-functional team consisting of designers, engineers, and marketing experts
collaborates on designing a new product. By pooling their expertise, they create a product that
seamlessly integrates aesthetics, functionality, and user appeal.

Freedom to Experiment: Teams that are given the freedom to experiment and explore unconventional
approaches are more likely to generate breakthrough ideas. Allowing time for experimentation
without fearing failure encourages creative problem-solving.
Example: An innovation-focused team at a tech company dedicates a portion of their work time to
"hackathons," where members experiment with new technologies and concepts. This environment
leads to the development of novel features and products.

Supportive Leadership: Leaders who encourage and recognize creative efforts motivate teams to
think outside the box. When leadership values creativity, it sets the tone for the entire team to
prioritize innovation.
Example: A project manager consistently acknowledges and rewards team members who propose
innovative solutions. This recognition reinforces the team's commitment to creativity and
encourages others to contribute their ideas.

Fostering creativity within teams involves creating an environment that values openness, diversity,
collaboration, experimentation, and supportive leadership. When these elements are present, teams
can harness the collective imagination and problem-solving capabilities of their members, leading
to innovative solutions that drive organizational success.

Compiled & Prepared By: Himanshu Tripathi

 Design Mindset

A design mindset refers to an approach or way of thinking that prioritizes creative problem-solving,
empathy, and user-centered design. It involves adopting a set of principles and practices commonly
associated with design thinking to address challenges and create solutions that are both innovative
and human-centric. A design mindset goes beyond aesthetics and encompasses a holistic view of
problems, solutions, and their impact on users and society.

Key aspects of a design mindset include:

1. Empathy: Understanding and empathizing with users' needs, feelings, and experiences to
design solutions that truly resonate with them.
2. User-Centered Approach: Placing the needs and perspectives of users at the core of the
design process, ensuring that solutions address real-life challenges.
3. Iterative Process: Embracing a cycle of ideation, prototyping, testing, and refining to
continuously improve and evolve solutions based on feedback.
4. Collaboration: Engaging cross-functional teams with diverse skills and perspectives to
collaboratively generate ideas and insights.
5. Open-Mindedness: Being open to exploring a wide range of possibilities and considering
unconventional solutions.
6. Holistic Problem-Solving: Considering the broader context, including social, environmental,
and ethical factors, when designing solutions.
7. Experimentation: Willingness to experiment and take calculated risks to discover innovative
approaches.
8. Bias Toward Action: Prioritizing action and implementation over endless deliberation,
encouraging learning through doing.
9. Continuous Learning: Embracing a growth mindset, seeking to learn from failures, and
adapting to changing circumstances.

A design mindset can be applied not only in traditional design fields but also across various domains,
including business, technology, education, and healthcare. It empowers individuals and teams to
tackle complex challenges creatively, with a focus on delivering meaningful and user-focused
solutions.

Introduction to elements & principles of design thinking

Design thinking is a human-centered approach to problem-solving that emphasizes empathy,

creativity, and iterative processes. It consists of several elements and principles that guide the
process of creating innovative solutions that resonate with users' needs. These elements work
together to help teams generate ideas, prototype solutions, and refine them based on feedback. The
principles of design thinking provide a framework for approaching challenges with empathy and
creativity.

Compiled & Prepared By: Himanshu Tripathi

Elements of Design Thinking

1. Empathy: Understand the users' needs, desires, and challenges by engaging in conversations,
observations, and interviews. This step helps create a deep understanding of the user's
perspective.
2. Define: Clearly define the problem or challenge based on the insights gained from the
empathy phase. This step ensures that the team is focused on addressing a specific issue.
3. Ideation: Brainstorm a wide range of creative ideas to solve the defined problem. Encourage
a diverse group to contribute ideas without judgment, fostering a free-flowing creative
process.
4. Prototyping: Create tangible representations of the ideas generated during the ideation
phase. Prototypes can be low-fidelity (sketches, paper prototypes) or high-fidelity (interactive
digital prototypes) and serve to visualize solutions.
5. Testing: Put the prototypes in front of actual users and gather feedback. This step helps
identify what works, what doesn't, and how the solution can be improved.
6. Iteration: Based on user feedback, refine and improve the prototype. This iterative process
helps to continuously enhance the solution until it effectively addresses the problem.

Principles of Design Thinking

1. User-Centered: Prioritizing users' needs and experiences throughout the design process.
2. Collaborative: Engaging diverse perspectives and cross-functional teams to generate
innovative ideas.
3. Iterative: Embracing a cycle of iteration and refinement based on continuous feedback.

Compiled & Prepared By: Himanshu Tripathi

 4. Visual and Tangible: Using visual tools and prototypes to make concepts tangible and
accessible.
5. Bias Toward Action: Taking actionable steps and experimenting to learn from real-world
experiences.

Example: Designing a More User-Friendly Mobile App

Consider a design team tasked with improving an educational mobile app used by students. Through
empathy and user research, they identify that students struggle to find relevant study materials
quickly. During ideation, the team brainstorms solutions such as a more intuitive search feature,
personalized content recommendations, and a simplified navigation structure. They create low-
fidelity prototypes with different design options and functionalities. Testing the prototypes with
students reveals that the personalized content recommendation feature is highly effective and
appreciated, but the navigation structure needs further improvement. The team iterates on the
navigation layout based on user feedback, ultimately creating a more user-friendly app that enhances
students' learning experience.

1. Empathy: Understanding users' needs, feelings, and pain points is at the heart of design
thinking. In the context of designing a mobile app, empathizing with users involves identifying
their frustrations, desires, and preferences. Conducting user interviews and surveys helps
uncover insights about what users truly need.
2. Define the Problem: Clearly defining the problem is essential for effective problem-solving.
For the mobile app example, the problem might be identified as "Users struggle to navigate
and find relevant information quickly within the app."
3. Ideation: This phase involves brainstorming and generating a wide range of potential
solutions. Encouraging a diverse group of team members to contribute ideas fosters
creativity. Ideas can range from redesigning the user interface to introducing new features.
4. Prototyping: Creating low-fidelity prototypes, such as sketches or wireframes, allows teams
to visualize their ideas. In the app design case, a prototype might include different navigation
layouts and screens to test different approaches.
5. Testing and Feedback: Prototypes are tested with actual users to gather feedback. This step
helps identify what works well and what needs improvement. Observing users' interactions
with the prototype reveals pain points and usability issues.
6. Iteration: Based on user feedback, the design is refined and iterated upon. Changes are made
to address user concerns and enhance the user experience. The process of prototyping,
testing, and iterating continues until a satisfactory solution is reached.

In this example, the elements of design thinking (empathy, ideation, prototyping, testing, and
iteration) are applied to solve a specific problem related to app usability. The principles of human-
centered design and collaboration guide the team's approach throughout the process.

Compiled & Prepared By: Himanshu Tripathi

Example: Designing a User-Friendly Commuting App

Let's explore how design thinking elements and principles can be applied to design a user-friendly
commuting app:

1. Empathy: Start by conducting interviews and observations with commuters to understand

their pain points, preferences, and needs. Learn about their frustrations with existing apps,
such as complex interfaces and inaccurate information.
2. Definition: Define the problem statement: "How might we create a commuting app that
simplifies travel planning and enhances the user experience?"
3. Ideation: Host brainstorming sessions with designers, developers, and commuters to
generate diverse ideas. Encourage wild ideas, such as gamified features, real-time crowd
updates, or personalized recommendations.
4. Prototyping: Create low-fidelity wireframes and paper prototypes that showcase the app's
potential interface. Include key features like intuitive navigation, real-time updates, and a
user-friendly booking process.
5. Testing: Share the prototypes with a group of commuters and gather feedback through
usability testing. Understand which features resonate, which confuse users, and what
improvements are needed.

Applying the principles of design thinking

● User-Centered: Incorporate feedback from users to refine the app's interface and features,
ensuring they address users' actual needs and preferences.
● Collaborative: Involve designers, developers, and potential users throughout the design
process to leverage diverse expertise.
● Iterative: Continuously iterate and refine the app based on user feedback, improving its
usability and functionality.
● Visual and Tangible: Prototype the app's features to make them tangible, allowing users to
interact and provide meaningful feedback.
● Bias Toward Action: Implement improvements based on user feedback, and be open to
experimenting with innovative features.

Through the application of design thinking elements and principles, the resulting commuting app is
likely to be user-friendly, intuitive, and responsive to the needs of its users.

Example: Designing a Mobile App for Time Management

1. Empathy: Team members conduct interviews with college students to understand their time
management challenges. They learn that students struggle to balance coursework, part-time
jobs, and personal activities.

Compiled & Prepared By: Himanshu Tripathi

 2. Define: The problem is defined as "College students need a mobile app to help them
effectively manage their time and tasks."
3. Ideation: During brainstorming sessions, the team generates ideas like visual time blocking,
task prioritization, reminders, and a user-friendly interface.
4. Prototyping: The team creates low-fidelity paper prototypes of the app's screens, showing
the layout, features, and interactions.
5. Testing: The paper prototypes are presented to a group of students. They interact with the
prototypes, providing feedback on what is intuitive, confusing, or missing.
6. Iteration: Based on user feedback, the team refines the paper prototypes, adjusting the layout
and incorporating additional features requested by the users.
7. Final Prototype: The team develops a high-fidelity digital prototype of the app, incorporating
design elements, interactive features, and refined user flows.
8. Testing and Feedback (Again): The digital prototype is tested with a larger group of students.
Feedback highlights remaining usability issues and areas for improvement.
9. Final Iteration and Implementation: The team makes final adjustments based on the
feedback, addressing the identified issues and improving the user experience. The app is
then developed and launched.

In this example, the design thinking process is applied to create a mobile app for time management.
The principles of human-centered design and collaboration guide the team through each phase,
resulting in a user-friendly solution that addresses students' time management challenges
effectively. The iterative nature of the process ensures that the app evolves based on real-world
feedback.

13 musical notes for design mindset

The "13 musical notes" is a metaphor in the domain of design thinking. Tim Brown, the CEO of IDEO,
a leading design and innovation consultancy has mentioned the “13 ingredients for design mindset”.
These ingredients represent qualities that contribute to fostering a design mindset within individuals
and teams. While they are not explicitly musical notes, they can be thought of as key elements that
harmonize to create an environment conducive to design thinking. Here are the 13 ingredients:

1. Empathy: Understand the needs and perspectives of users to design solutions that resonate
with them.
2. Intention: Approach challenges with purpose, aiming to create meaningful and impactful
solutions.
3. Optimism: Maintain a positive outlook, even in the face of setbacks, to drive creative
problem-solving.
4. Iteration: Embrace a process of continuous improvement through prototyping, testing, and
refinement.
5. Collaboration: Engage diverse perspectives and collaborate with team members to generate
innovative solutions.

Compiled & Prepared By: Himanshu Tripathi

 6. Experimentation: Be open to trying new approaches and taking calculated risks to explore
possibilities.
7. Tolerance for Ambiguity: Embrace uncertainty and ambiguity as opportunities for
exploration and discovery.
8. Craftsmanship: Strive for excellence in your work, paying attention to detail and quality.
9. Bias Towards Action: Prioritize taking action and creating tangible outcomes over excessive
planning and deliberation.
10. Systems Thinking: Understand the larger context and interconnectedness of elements when
designing solutions.
11. Resilience: Learn from failures and setbacks, using them as stepping stones for growth and
improvement.
12. Curiosity: Maintain a curious mindset, asking questions and seeking to understand deeply.
13. Awareness: Stay attuned to the world around you, observing patterns and opportunities for
innovation.

Each of these ingredients contributes to the symphony of a design mindset, fostering an environment
where creativity, empathy, and innovation thrive. Just as musical notes harmonize to create
melodies, these elements come together to create a holistic approach to design thinking.

Examples of great design

Here are the examples of great design along with the names of the projects or products.

1. iPhone: Designed by Apple in 2007.

“An iPod, a phone, an Internet
communicator” was how the late
Steve Jobs announced the iPhone to
the world in 2007. At the time it was
an impressive claim. Now it seems
like a massive understatement for a
device that changed how we live.
Analysts were initially skeptical that
Apple could succeed selling a
premium phone for $499 in a market
in which most devices were subsidized or given away by carriers. But by relentlessly pushing
the envelope of hardware and software design, adding a professional-grade camera, and
creating an ecosystem of apps and services, Apple has sold more than 2 billion iPhones—
and in the process has become the most valuable company in the world.

Compiled & Prepared By: Himanshu Tripathi

2. Macintosh: Designed by Apple in 1984. Apple
started the personal computer revolution with the
Apple II, but the Macintosh defined the category.
“The Macintosh was not the first personal
computer, nor was it the first one with a graphical
user interface, but it was the first complete
product that took all these ideas and more into a
complete package. It became a computer one
could understand and interact with using both language and vision, typing and drawing. It
changed the way we relate to a computer.” —Johan Redstrom, professor, Umeå University

3. Eames Fiberglass Armchair: Designed by Ray +

Charles Eames in 1950. Say “Eames chair,” and one
might think of the leather and plywood lounge chair
created by husband and wife design team Charles
and Ray Eames in 1956. But it’s the distinctly more
democratic molded plastic and fiberglass armchair
introduced six years earlier that ranks high on our
list. Available in a variety of styles and colors, the
design can be found everywhere from conference
rooms to downtown lofts. Another testament to its greatness: The chair remains in
production today.
4. Lego Building Blocks: Designed by Lego +
Hilary Fisher Page in 1939. A delight to
children and the bane of any parent who has
stepped on an errant brick, Lego is the most
popular toy in the world, with 75 billion
pieces made annually. Though the company
is famously Danish, the design originates
with English toymaker Hilary Fisher Page,
who created an “Interlocking Building Cube”
in the late 1930s. Lego founder Ole Kirk
Christiansen brought the bricks back from a trip to London and later acquired permission
from Page.

Compiled & Prepared By: Himanshu Tripathi

 5. Google Maps: Designed by Where 2 Technologies in
2005. Maps transformed our relationship with our
environment. Nowhere is unknown. “Google Maps
looks at how people think about navigation—planning,
time management, anticipating micro-steps,
discovering what’s nearby or on the way, and
destination info—and then layered on crowd sourced
data to make real-time adjustments to results,
integrated with its other products (search, advertising, etc.).” —Russell Flench, service
designer, Cleveland Clinic

Other noticeable products are as follows:

1. Google Search Engine: Designed by Google in 1997

2. Sony Walkman TPS-L2: Designed by Norio Ohga in 1997
3. OXO Good Grips Peeler: Designed by Sam Farber + Smart Design in 1990
4. Uber Rideshare: Designed by Uber in 2009
5. Netflix Streaming: Designed by Netflix in 1997
6. iPod: Designed by Apple (Jonathan Ive) in 2001
7. Apollo 11 Mission: Designed by NASA in 1969
8. Akari Lamp 1A: Designed by Isamu Noguchi in 1951
9. Post-it Notes: Designed by 3M (Spencer Silver + Arthur Fry) in 1977
10. Boeing 747: Designed by Joe Shutter + Boeing Team in 1970
11. Polaroid SX-70: Designed by James Gilbert Baker + Edwin Herbert Land in 1972
12. Model S Sedan: Designed by Tesla (Franz von Holzhausen) in 2012
13. Nokia 3210: Designed by Alastair Curtis in 1999
14. Philips Hue Lighting System: Designed by Philips (Signify) in 2012
15. App Store: Designed by Apple in 2008
16. Spotify: Designed by Spotify in 2006
17. Airbnb: Designed by Airbnb in 2008
18. Wikipedia: Designed by Wikipedia in 2001

Design Approaches across the World

Across the world, various design approaches have emerged that reflect cultural, technological, and
societal influences. Some prominent design approaches include:

1. Bauhaus: Originating in Germany, the Bauhaus movement emphasizes the integration of art,
craft, and technology. It promotes functional and minimalist design, focusing on form following
function.

Compiled & Prepared By: Himanshu Tripathi

2. Scandinavian Design: Hailing from the Nordic countries, Scandinavian design prioritizes
simplicity, minimalism, and functionality. It often incorporates natural materials, neutral colors,
and clean lines.
3. Japanese Design: Japanese design emphasizes harmony, simplicity, and a deep connection to
nature. It values craftsmanship, attention to detail, and the concept of "wabi-sabi," embracing
imperfections and transience.
4. Italian Design: Italy is known for its luxurious and elegant design, particularly in fields like
fashion, automotive, and furniture. Italian design often combines aesthetics with functionality
and a strong sense of craftsmanship.
5. User-Centered Design: This approach puts users at the core of the design process, focusing on
understanding their needs, preferences, and behaviors. It aims to create products and
experiences that cater to user requirements.
6. Human-Centered Design: Similar to user-centered design, human-centered design broadens the
scope to consider not only users but also the broader social and cultural context in which the
design will be used.
7. Service Design: This approach focuses on designing and improving services to enhance user
experiences. It involves mapping out user journeys, touchpoints, and interactions to create
seamless service experiences.
8. Design Thinking: Design thinking is a problem-solving approach that emphasizes empathy,
ideation, prototyping, and testing. It encourages interdisciplinary collaboration and creative
thinking to address complex challenges.
9. Sustainable Design: Sustainable design aims to minimize negative environmental impacts. It
considers materials, energy efficiency, waste reduction, and lifecycle analysis to create
environmentally friendly solutions.
10. Universal Design: Universal design seeks to create products and environments that are
accessible and usable by people of diverse abilities and ages. It promotes inclusivity and equal
access.
11. Agile Design: Emerging from software development, agile design promotes iterative and flexible
design processes that respond to changing requirements and user feedback.
12. Critical Design: Critical design challenges conventions and assumptions to provoke thought
and discussion about societal, ethical, and cultural issues. It often takes a conceptual and
provocative approach.
13. Responsive Design: Common in web and digital design, responsive design ensures that
websites and applications adapt seamlessly to various devices and screen sizes.

These design approaches reflect a rich tapestry of cultural values, philosophies, and creative
methodologies from around the world. Designers often draw inspiration from these approaches to
create solutions that align with their objectives and resonate with their audiences .

Compiled & Prepared By: Himanshu Tripathi