Design Thinking: Techniques and Methods

Design Thinking: Techniques and

Methods

Dr. Pavan Soni

Innovation Evangelist and Founder

Inflexion Point Consulting

[email protected]

www.InflexionPoint.net

mailto:[email protected]

http://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

www.PavanSoni.com 14

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?

55

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

https://www.ideou.com/

https://www.creativeconfidence.com/

https://www.ted.com/talks/tim_brown_urges_designers_to_think_big

https://www.ideo.com/work

http://www.designkit.org/

Design Thinking: Techniques and Methods

Education

Transcript of Design Thinking: Techniques and Methods