Design Thinking - A New Product Development Approach

Design Thinking- A New Product
Development Approach
Sreekanth N V
Asst. Professor
Overview
• Product Design
• Design Thinking Approach
• Vision and Strategy
• Product Research
• User Analysis
• Ideate
• Design
• Testing
• Post Launch Activities
Product Design
Product design is the process of identifying
-a market opportunity,
-clearly defining the problem,
-developing a proper solution for that problem
-validating the solution with real users

Design Thinking
Design thinking is a method for the practical resolution of problems.
Originally coined by David Kelley and Tim Brown of IDEO, design thinking has
become a popular approach to creating products.
This approach encapsulates methods and ideas of human-centered design into a

single unified concept.
Stanford-Design Thinking
Design Thinking
Design Thinking is a more creative and user centered
approach to problem solving than traditional design
methods-Baeck & Gremett (2011)
Phases of Design Thinking
Empathize Define Ideate Prototype Test

The Questions- For Target Market
What do
problem
we want
we to
are
Who has the problem?
solving?
achieve?
Empathize
Learn about the people
for whom you are
designing.
Conduct research to develop a

deeper understanding of your
users.
Define
• Create a point of
view that is based
on user needs
and insights
Ideate
Brainstorm and come up
with as many creative
solutions as possible.
Generate a range of potential

solutions by giving yourself
and your team total freedom.
Prototype
• Build a prototype (or
series of prototypes) to
test your hypothesis.
• Creating a prototype
lets designer see if
they’re on the right
track, and it often
sparks different ideas
that you wouldn’t have
come up with
otherwise.
Test
Return to your users for feedback.
The Process-Design Thinking
Empathize Define Ideate Prototype Test

Are you ready to
Lets Start!!
Defining the product vision
Product research
User analysis
Ideation
Design
Testing and validation
Post-launch activities
1. Vision and Strategy
A Japanese Proverb
“Vision without action is a daydream. Action
without vision is a nightmare.”
Vision Strategy
Why we How are
are doing we doing
this? this?
Setting Vision
WHY ARE WE DOING THIS?
• Is it User Oriented ?
• Discuss with the Users about
the problem
• Use Digital media and Press
• Take feedback from Users
• Rework on Vision
• Brainstorm with all team
members
• Write down the Vision
Statement…
Vision should define what you are not building

Strategy
HOW ARE WE DOING THIS?
• Define Success Criteria

Have a clear business goal
- Expected number of sales/month
- Key Performance Indicators(KPIs)
- Evaluation of business on timely
basis
- Map your market and scale
- Interview with stakeholders
Strategy
Schedule meeting with Project Stakeholders
-Discuss with Team and stakeholders
--KPIs
--Metrics
Create your strategy for success…
Vision and Strategy Relationship
2. Product Research
Conduct insightful research before making any
product decisions
Conduct User Research: Know Your Customer First
Online Surveys- Google forms User interviews
-For large volume data -Conduct Interviews in person
-Questions aimed at motivation of -Plan your Questions before to
purchase align with learning goal
- Keep the survey short - Keep it neutral
-Ask open ended neutral questions
Contextual Enquiry
Market research -Visit the place and enquire
-Competitors Research -Empathize the user
-Direct and Indirect Competitors -Learn their perspectives
-List and collaborate with team -Do not interfere/ less interference
-Observe and record
3. User Analysis
• Model the Users and Environments-Persona
• Make a complete customer centric Persona
• Avoid usage of names in the Persona
• Make a complete analysis of the user
3. User Analysis
Empathy Map
4. Ideation
• Generate Ideas
• Scenarios and Storyboards
• User Stories
• Job Stories
• Plan the Structure of the product
• Sketching
• Validate Ideas
4. Ideation
• Generate Ideas
-User journey mapping
-Complex user journey
mapping
4. Ideation
• Scenarios and Storyboards
Build a strong narrative
Design a clear outcome
4. Ideation
• User Stories
Use user stories to prevent feature creep which is
common in adding all features to one product
• Job Stories
Use user stories to prevent
feature creep which is
common in adding all
features to one product
4. Ideation
• Plan The Structure of product
-Using flow charts
-using card sorting method to determine the flow of communication
and command
4. Ideation
• Generate Ideas
-Sketch
-3D / Wireframe
Flow Process Charts
4. Ideation
Validate ideas
-Design Sprints
- Explore the various ideas
5. Design
• Prototyping
- Website template/ 3d printing/CNC/ Android Boards
• Reviewing
-Take feedback of users/ stakeholders
• Refining
-Identify areas to be refined
• Paper/ Digital Prototype
-Develop the prototype using paper and Digital prototype
• Design handoff to production/ 3D Printing
-Discuss with the production team and 3D printing
• Design Specifications
-develop design specifications critical to design
6. Testing and Validation
• Test with Product Team
• Test with Real Users
• Diary Study (User primary task/Workflow of
complex tasks)
- Where were you when using the product?
- What tasks did you hope to achieve?
- Did something frustrate you?
7. Post Launch Activities
• Understand How users
Interact with the product
-Metric Analysis
-Feedback From Users
-Testing Changes in Design
Things to Remember
 Product Design is customized to Products

 Product design is not a linear process
 Product design is never ending
 Communication is key to product design
QUESTIONS??
Sreekanth N V
+91-8050464696
snv.mech@bmsce.ac.in

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Design Thinking- A New Product

-clearly defining the problem,

-developing a proper solution for that problem

-validating the solution with real users

Design thinking is a method for the practical resolution of problems.

This approach encapsulates methods and ideas of human-centered design into a

Empathize Define Ideate Prototype Test

Conduct research to develop a

Generate a range of potential

Empathize Define Ideate Prototype Test

Vision should define what you are not building

• Define Success Criteria

 Product Design is customized to Products

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