Design Thinking: Techniques and Methods

Design Thinking: Techniques and

Methods

Dr. Pavan Soni

Innovation Evangelist and Founder

Inflexion Point Consulting

Innovation.evangelist@gmail.com

www.InflexionPoint.net

~ Empathy mapping~ Pain-gain analysis~ Day-in-life scenario~ Consumer personas~ Problem framing rules~ Brain-writing/ Ideation~ Butterfly technique~ Moment of Truth Analysis~ Non-customer analysis ~ Extreme scenario/ customers ~ Business plan presentation

www.PavanSoni.com 2

Topic covered

Discovery

• Empathy mapping

• Pain-Gain analysis

• Appreciative inquiry

• Day in Life scenario

• Moment of truth analysis

• Buyer personas

Empathy mapping

Pain-Gain Analysis

Appreciative Inquiry

1/17/2018

Pavan Soni | www.PavanSoni.com | 6

Day in life scenarios

Moments | Activities | Challenges

Moment of Truth Analysis

Buyer personas

Representation of a typical customers/ buyer

A single product can address multiple personas

Buyer personas

1/17/2018 Pavan Soni | www.PavanSoni.com | 10

Interpretation

• Clustering of problems

• Problem/ Opportunity framing

Clustering problem areas

Opportunity framing

Creates an ultimate impact

Possibility of multiple solutions

Framed as a constraint

Begins with “how may we…”

Increase employee creativity?

How to use any two numbers to get 10?

Increase creativity without losing on

productivity

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Ideation

• Look across the value chain

• Design for extreme users/ scenarios

• Target refusing/ unexplored non-customers

• Intuitive design (minimalism)

• Across time and systems

• New business models

Across the value chain

Maruti Suzuki value chain

End to end customer engagement

Making it big- Indigo

Differentiation on the margins

Across the value chain

Pre-purchase Purchase Usage Repurchase

Value for money

Risk reduction

Convenience

Addressing unexplored markets

Soon to be non-customers

Unexplored non-customers

Refusing non-customers

Look at the non-customers

Soon to be non-customers

Refusing non-customers Unexplored non-customers

Across times and purposes

Retro innovations

Bringing back nostalgia

Hector Beverages Found in 2009Revenues of ~ INR 100 cr

~ 250 cr raised through Sequoia Capital and China’s

Hillhouse Capital

Nine windows and

retro innovation

Design for the extremes

Designing for the extremes

Designing for the extreme customers

• ATM On wheels – ICICI Bank 2002

• Solar ATM- IndusInd Bank-2009

• Talking ATM- Union Bank of India 2012

Extreme regulations

Extreme environments/ requirements

Extreme Design

Extreme regulations

Extreme competition

Extreme environment

Extreme Customers

Look for the extremes

Disruption and minimalism

Disrupting the market

Tech is not always superior

Making it intuitive

Towards minimalism

Buyer personas

Making it intuitive

Low-tech

Simple

Convenient

Triggers

Subtraction Divisions Multiplication Task

Unification

Attribute Dependence

Pricing/Business Models New

• Channel Sales – Multi Level Marketing

• Franchising Model

• Blockbuster Model/Portfolio

• Loss Leader Model/Cross Subsidising mode

• Reverse Auctioning

• Risk/Probability Based Pricing

• Asset Swapping/ Barter – First degree price Discrimination

• Entry fee model/Third Degree Pricing

• Bundling/ Economies of scale- Second Degree Price Discrimination

Pricing/Business Models New - 2

• Interest Money on Credit

• Time Based – Yield Management(Supply-Demand Gap) – First degree Price Discrimination

• Lottery Ticket Model

• Skimming

• Conditional Pricing (Closed Loop Based Pricing)

• Auctioning- First degree price discrimination

• Lowest Unique Bid

• Fine based Pricing – Credit Cards

Business model creations

Fixed to variable pays

Products to services

What pricing model suits you the best?

1. Asset Sale

2. Subscriptions

3. Usage

4. Renting

5. Licensing

6. Advertising

7. Broker

8. Freemium

9. Affiliate

10. Razor Blade

11. Donations

12. Predatory

13. Success based

14. Per Module

Experimentation

• The right fit

• Rapid prototyping

Shortlisting ideas Right fit

On prototyping

How it:

1. Feels2. Looks3. Works

Evolution

• The narrative/ story telling

• Value Proposition Map

• Storyboarding

• Scenarios

• Modelling

A good story is…

The final presentation: Value Proposition

Storyboarding

Concepts learnt

Always start with the problemStart

Invest in framing the opportunity well Frame

Go for quantity of ideasLarge

Validate during the journeyValidate

Visualize your thinking and work Visualize

Useful references

• IDEO U: https://www.ideou.com

• Creative Confidence: https://www.creativeconfidence.com

• TED Talk by Tim Brown: https://www.ted.com/talks/tim_brown_urges_designers_to_think_big

• IDEO Cases on Design Thinking https://www.ideo.com/work

• Design Kit http://www.designkit.org

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