(DESIGN THINKING)

(2023JULB01280)
TABLE OF MEETING

S.No content
1 Coursera Module-1
2 About the Company
3 Observation & Insights
4 Customer Interview and Reflection &
Insights
5 Problem Statement
6 Customer journey map
7 Coursera 3rd module
REFLECTION NOTE OF COURSEERA MODULE 1
We will learn about design thinking in this session, which
introduced a different, more methodical approach to the
creative process that depends less on the brilliance of the
individual.
To describe design thinking, ask yourself these four questions: •
Just what is?
How about if?
What amazes me?
How does it function?
(4) Initially, generating ideas (What if?) and testing them with
consumers (What works?) should come from a thorough
understanding of the current reality (What is?). Additionally,
you emphasized how crucial it is to fail frequently in order to
pick up lessons rapidly and refine your concepts.
(4) Everything that was spoken above gave a decent overview
of design thinking's concepts and methods.

While it delivers innovative ideas, design thinking is not a

panacea for all issues. It blends qualitative research,
prototyping, iteration, and same and different thinking. Design
thinking does not solve all problems, but it provides
innovative thinking. Combining like-minded and different
thinking, prototyping iterations, and qualitative customer
research. Design thinking enables trendy solutions and
prototypes that move towards solutions. It emphasizes the
importance of adaptability to complex and ongoing
problems. In design thinking, step-by-step solutions are
often not enough. Instead, it's important to develop a
language of creativity and understand the nuances of
problem solving.

In this video we must need to u understand what the

actual problem was.. By using journey mapping Hatch&
Blooms understand the experience of the seniors from
beginning to end.. This journey mapping allows allow to
identify hidden pain points and opportunities for
improvement.. With the help of journey mapping, they
found that seniors aged people hated eating alone
because it reminded them that their families were no
longer around.. Shifting metal model through analogies
is powerful tool.. It encourages creative thinking in a
new field, potentially leading to creative thinking..
valuable insight into the importance of business model
innovation and its contrast with traditional product
development.. It highlights the potential for significant
impact on profits and overall success when business
models are changed.. The importance of collaboration
and diversity of input in generating new and innovative
business model.

Groundbreaking ideas thrive in the fertile soil of

inefficiency and ambiguity, which are essential
ingredients in the design process.

Business model innovation is the “Holy Grail” of

innovation. It is the most challenging types of
innovation, but it is also the most rewarding. When
accompany successfully change its business model, it
can open new markets, create new value for the
customer, and achieve significant competitive
advantage.

Applicability of design thinking to various types of

problems. It highlights the importance of discerning
between wicked and tame problems and understanding
when to apply design thinking versus traditional
analytic approaches.

Thoughtful questions to guide the decision-making

process when choosing between design thinking and
linear analytic methods. These questions focus on
factors such as human-centeredness, clarity of problem
definition, level of uncertainty, and availability of
relevant data. This practical framework provides a clear
roadmap for selecting the most appropriate problem-
solving approach.

Conveys the nuanced consideration involved in choosing

the right problem -solving approach, showcasing a deep
understand of the intricacies of design thinking. It
provides a solid foundation for approaching complex
problems with a well- informed and strategic mindset

Distinction between verbal communication and

visualization as a nonverbal mode of thinking is well
articulated. It dispels the common misconception that
visualization is solely about drawing, emphasizing that
it encompasses a wide range of visual thinking tools and
techniques, including diagrams, images, color, and
symbols.

The reflection highlights how visualization aids in

achieving consensus and agreement among
stakeholders by providing a clear and shared
understanding of ideas. It serves as a powerful tool for
aligning perspectives and driving progress, especially in
environments where collaboration and understanding
are crucial.

The integration of visualization throughout the design

process, from exploration to prototyping and scaling, is
emphasized. It demonstrates how this tool can be
applied at various stages to enhance understanding,
synthesis, and concept development.

The advice to practice and overcome initial intimidation

in using visualization is valuable. It encourages
individuals to embrace this skill as a powerful means of
communication and problem-solving.

ABOUT THE COMPANY

TOPIC-FABRICO
Offering a practical and hassle-free solution for all your laundry
needs, Fabrico is a top laundry and drycleaning service provider
in India. Fabrico is dedicated to offering premium dry cleaning
and laundry services at reasonable costs, and it has a network
of more than 100 locations nationwide.
Principal attributes of Fabrico:
Doorstep Pick-up and Delivery: You won't have to bother about
hauling your filthy clothes to the laundromat because Fabrico
provides free pickup and delivery.
Online booking- Also Fabrico services are available in an online
mode
Have your laundary insured- fabrico insurance policy have a
have impact in their services as well they value their customer
relation.

OBSERVATION AND INSIGHT

S.NO OBSERVATION INSIGHTS
1 As on service related at No fast delivery according
some point cleaning to company policy.
service good but delivering
service is not that too fast
as mention on policy
2 store is less crowded employee related-less
because of high price they workforce because of that
charge on service services they provide get
delayed

CUSTOMER INTERVIEW
NAME OF REFLECTON INSIGHTS
CUSTOMER
TANMAY BARIK . Tanmay recently had a . price of services is too
high 139per kg
 service of fabric while . price cleaning of leather
interviewing him I last shoe is too high around it
upon some observation like cost 540 per payer
he pointed that. . delivery services is not
. The store is a prime store that too fast according to
. ambience of store is good company policy
. store contains 4 washing
machine and iron steam
machine
. services they offer are
laundry, starching,
drycleaning, shoe
cleaningetc.and many
more

PROBLEM STATEMENT
.DELIVERY IS NOT THAT TO FAST AS GIVEN IN COMPANY POLICY
. LESS CROWDED
.PRICE OF CLEANING IS TOO HIGH
CUSTOMER JOURNEY MAP

1. GET TO KNOW ABOUT FABRICO FROM

YOUTUBE ADEVERTISEMENT.

2. SEARCHED THEIR OFFLINE STORE

AND SERVICES THEY OFFER.

3. VISITED THE STORE AND FOUND

GOOD AMBIENCE WITH HIGH
QUALITY MACHINES.

4. AFTER CONSUMING THE SERVICE

SATISFACTION NOT THAT AS GOOD
ACCORDING TO COMPANY POLICY.
7.COURSERA SUMMARY 3RDMODULE SUMMARY
All four of these films provide insightful analyses of the design
thinking process, with an emphasis on the critical idea creation
stage. The design thinking framework's four main questions—
what is, what if, what wows, and what works—are presented to
us in the first video. It is emphasized that having a learning
mentality in particular is crucial for good idea generation. The
video offers helpful guidelines for coming up with concepts as
well.

In the second video, we learn about entrepreneur Chris Carter

and how his company, Essential Design, applied design thinking
to promote healthier lifestyles. Through thorough ethnographic
research, personas, and a deep understanding of well-being
perspectives, they were able to come up with innovative
solutions that met specific criteria.

The third video showcases the success of Me You Health, a

company that leverages social networking for well-being
improvement. By combining research with ideation, they were
able to launch projects like Monumental and The Daily
Challenge, which resulted in significant user engagement and
improvements in well-being.

Professor Marian Moore concludes the series of videos by

talking about the effectiveness of mind mapping as a tool for
design thinking. In order to grasp the existing situation and
come up with ideas for possible remedies, the mind mapping
technique is demonstrated in the movie with a focus on its
collaborative and creative character.
8.COURSERA 4TH MODULE
Sure, here’s a summary of the Design Thinking for Business
Innovation session you’re studying:
The session covers the concept of design thinking in business
innovation, focusing on the process of experimentation. The
design thinking process is divided into four key questions:

1. What is?
2. What if?
3. What wows?
4. What works?

These questions guide the generation and testing of ideas. The

session emphasizes the importance of an individual’s learning
mindset in innovation.
Two examples of design thinking applications are discussed:

 The Good Kitchen’s approach to addressing poor nutrition

in the elderly.
 Chris Carter’s use of social networking to promote
healthier lifestyle choices.

The session then delves into the latter part of the design
thinking process, which involves experimentation. This includes
determining the ‘Wow Zone’, an intersection of customer value
(something that offers better value to customers),
organizational capabilities (whether the organization can create
it or find partners to help), and financial objectives (whether it
can help meet financial objectives).
The process of reaching the ‘Wow Zone’ involves immersing
oneself in data, generating ideas, surfacing the assumptions
underlying why the ideas are good, and designing real-world
experiments, referred to as ‘learning launches’.
The session illustrates this process using the example of IBM
using design thinking to rethink trade shows and determine
which concepts wowed and worked in the marketplace.
In summary, the session provides a comprehensive
understanding of the design thinking process, its application in
different contexts, and the importance of experimentation in
business innovation.
VIDEO2= Hello there, it's great to have you here and thank you
for your interest in our Design Thinking for Business Innovation
session! I'm excited to share with you all the valuable insights
you'll gain from attending.

During this session, we'll be delving into the world of design

thinking and how it can drive innovation in businesses. We'll
focus on the power of experimentation, a crucial element of
design thinking. This process involves asking ourselves four key
questions that guide our idea generation and testing:

1. What is the current situation?

2. What if we try something new?
3. What will truly impress our customers?
4. What will actually work in the real world?

Together, we'll explore these questions in depth and discover

how they can lead to groundbreaking and successful ideas.
We'll also emphasize the importance of having a learning
mindset when it comes to innovation.

To help you better grasp the practical application of design

thinking, we'll examine two real-life examples. The first is The
Good Kitchen, a company that used design thinking to tackle
the issue of poor nutrition in the elderly. The second is Chris
Carter, who utilized social networking to promote healthier
lifestyle choices.

Moving on to the experimentation phase of the design thinking

process, we'll dive into identifying the "Wow Zone". This is the
sweet spot where customer value, organizational capabilities,
and financial objectives intersect. We'll discuss how to reach
this zone by immersing ourselves in data, generating ideas, and
designing real-world experiments

VIDEO3 Ed Hesse, a colleague of Professor Jeanne Liedtka,

delves into the concept of 'Learning Launches' within the realm
of design thinking. This concept tackles the question of what to
do with the fresh and innovative business ideas that stem from
the process of design thinking.

Hesse argues against the conventional method of creating a

business plan for these ideas, highlighting its reliance on
assumptions and financial estimates based on guesswork. He
asserts that this approach is not suitable when exploring
uncharted territories.

Instead, he proposes a more agile approach of conducting

experiments. These experiments are swift, cost-effective, and
allow for the testing of multiple ideas. The main objective of an
experiment is to put a hypothesis, which is a specific form of an
idea, to the test. The aim is to conduct numerous experiments
promptly and inexpensively, thus avoiding the depletion of
resources before discovering a new source of income.

The 'Learning Launch' process involves taking the leap into the
unknown and involves pinpointing crucial customer, execution,
and defensibility assumptions. These learning launches
primarily revolve around comprehending the needs of the
customers and actively engaging with them.

In conclusion, Ed Hesse introduces the concept of 'Learning

Launches' as a more efficient alternative to traditional business
plans for evaluating and implementing new business ideas
generated through design thinking. This approach emphasizes
the importance of expeditious, cost-effective experimentation
and direct customer involvement.
VIDEO4= Let me give you a quick rundown of what we'll be
covering in this session. We'll start off by going over the design
thinking process, honing in on four crucial questions: what is,
what if, what wows, and what works. These questions will serve
as our guide as we brainstorm and test out ideas. We'll also
touch on the significance of having a learning mindset when it
comes to innovation.

Next, we'll dive into a couple of real-life examples of design

thinking in action. First, we'll take a look at The Good Kitchen
and how they tackled the issue of poor nutrition in the elderly.
Then, we'll examine Chris Carter's use of social networking to
promote healthier lifestyle choices.

Moving on, we'll focus on the second half of the design thinking
process, which involves experimentation. This step involves
identifying the "Wow Zone", where customer value,
organizational capabilities, and financial objectives intersect.
We'll discuss how to reach this zone by immersing ourselves in
data, generating ideas, and testing them out through "learning
launches".

To really drive home this process, we'll use the case of IBM and
their use of design thinking to revamp their trade shows. We'll
see how they determined which concepts were truly wowing
and working in the marketplace.

VIDEO5= The discussion comes to a close with an examination

of the opportunities that arise from the design thinking process.
One key opportunity is the importance of embracing the
unknown and continuously questioning, which leads to more
meaningful and boundary-pushing inquiries. This requires a
level of patience and a willingness to navigate through the
murky and uncertain territory in order to gain a deeper
 understanding of the problem at hand and the obstacles that
need to be overcome.

Another opportunity that was brought to light is the pursuit of

higher ground, rather than settling for common ground. This
involves harnessing the diverse perspectives and experiences
of individuals to drive innovation, even if it means encountering
conflicts within a group. The use of design thinking methods
and techniques can facilitate collaboration and co-creation
among different individuals, avoiding the trap of simply settling
for the easiest solution and instead striving for the optimal one
that meets all design criteria.

In essence, the session highlights the immense power of design

thinking as a tool for driving innovation, fostering collaboration,
and achieving optimization. It encourages a mindset of
patience, exploration, and utilizing the unique strengths of
diversity to arrive at the best solutions. It concludes by
emphasizing that while the outcomes produced through design
thinking may seem unexpected or even magical, the process
itself is rooted in discipline and does not rely on miracles. It's all
about building bridges in a disciplined and intentional manner .

IDEA FROM PROBLEM STATEMENT

IDEA INCREAS REASON GIVE MORE REASON BULK REASON
E THE FOR SCORE DISCOUNTI FOR SCORE SERVICE FOR
NUMBER NG OFFERS PACAKAG SCORE
OF ES
EMPLOYE
ES TO
GIVE
FASTER
SERVICE
QUALITY 9/10 HELP IN 9/10 Providing 8 Bulk
OF IDEA GIVING more service
QUALITY OF discounting packages
SERVICE offers is offer a
highly useful practical
for solution
attracting and
 customers potential
and for
increasing increase
sales. d sales
through
package
deals.
USEFULLNE 9/10 HELP TO 7/10 While 9 Bulk
SS REDUCE offering service
OF IDEA WORK discounts is packages
TIMINGS common, are
implementin highly
g more useful for
creative or customer
unique s
discount needing
strategies frequent
could cleaning
enhance services,
novelty. providing
them
with cost
savings.
NOVELITY 8/10 CUSTOMER 8/10 Feasible to 6 While
OF IDEA SATISFACTI implement bulk
ON by adjusting service
pricing packages
strategies are
and profit common
margins. in
service
industrie
s, they
might
lack a
unique
selling
point
compare
d to
more
innovativ
e ideas.
FEASIBILITY 9/10 FEASABLE It has a high 9 Feasible
OF IDEA TO potential for to
IMPLEMENT 9/10 success in impleme
WITH attracting nt by
ADITIONAL more bundling
HIRING customers existing
and services
boosting together,
sales. leading
to
operation
 al
efficiency
and
increase
d
customer
satisfacti
on.
VIABILITY 7/10 GOOD 9/10 Offering 9 High
OF IDEA POTENTIAL more potential
BUT MIGHT discounts for
REQURE can enhance success
INVESMENT the as it
perceived caters to
value of the customer
service/prod s' needs,
uct. encourag
es
loyalty,
and
increases
revenue
through
larger
sales.
TOTAL 42/50 43/50 41/50
SCORE