design thinking workshop pavan soni

Design Thinking: A Primer

Dr. Pavan Soni

Innovation Evangelist and Founder

Inflexion Point Consulting

[email protected]

www.pavansoni.com

• Founder and Innovation Evangelist at Inflexion Point

• PhD from IIM Bangalore (Corporate Strategy & Policy)

• Former Innovation Evangelist at Wipro (6 years)

• Only Indian to be shortlisted for the Financial Times and McKinsey Business

Book of the Year Award- 2016

• Bachelor of Engineering- MBM Engineering College Jodhpur (Branch Topper)

and PGDIE- NITIE Mumbai

• Recipient of ‘On-the-Job Achiever Award’- Lakshya- CII Mumbai in 2007 for

the work on Innovation

• Associated with Karnataka Knowledge Commission, Bangalore Chamber of

Industry and Commerce and CII

• Columnist at YourStory, India’s leading magazine for entrepreneurs

• Speaker at TEDx BITS Goa, SIBM Pune and HewlettPackardBangalore

• Advisor to Founder Institute, UpGrad, Utilis Capital, and Bhive.

• Coach at NSRCEL – IIM Bangalore.

• Mentor at Budli.in, Brainstars, Silver Talkies, and ChalknPaper

READING | WRITING | TEACHING | COACHING

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linkedin.com/in/pavansoni

facebook.com/drpavansoni

@Pavan_Soni

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About Dr. Pavan Soni

http://www.pavansoni.com/

https://in.linkedin.com/in/pavansoni

https://www.facebook.com/pa1soni

https://twitter.com/Pavan_Soni

https://www.youtube.com/user/innov6

Session objective

• An overview of principles and practices of Design Thinking

• Hands-on engagement on important techniques of Design Thinking

• How to frame problem or opportunities

• Generating and validating ideas

• Creating a business case based

Topics covered

• Design Thinking Process

• Principles of Design Thinking

• Discovery techniques

• Opportunity framing

• Mind mapping + Brainwriting

• Idea shortlisting framework

• Prototyping

• Storytelling / Storyboarding

• Value proposition map

Design Thinking Process:

✓ Design Thinking is a ‘process’

✓ It all starts with ‘Discovery’

✓ Ideation comes later, first is the problem

✓ It’s an iterative process✓ Successive phases of

divergence and convergence

Principles of Design Thinking

Customer centricity

Rapid iteration Visual thinking

✓ Empathetic ✓ Storytelling ✓ Customer validation

✓ Prototyping ✓ Quick and dirty ✓ Look/ Feel/ Work

✓ Mind mapping✓ Art and craft ✓ Storyboarding

Discovery

• Empathy mapping

• Pain-Gain analysis

• Appreciative inquiry

• Day in Life scenario

• Buyer personas

Empathy Mapping

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Pain Gain Analysis

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Appreciative Inquiry

8/24/2017

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Day in life scenarios

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Source: https://www.iprogrammer.com/how-a-mobile-wallet-can-be-used-a-full-day-example/

https://www.iprogrammer.com/how-a-mobile-wallet-can-be-used-a-full-day-example/

Buyer personas


Interpretation

• Clustering of problems

• Problem/ Opportunity framing

Clustering problem areas

Opportunity framing

Does my challenge drive toward ultimate

impact, allow for a variety of solutions, and

take into account context?

Ideation

• Mind mapping + Brainwriting

• Moment of Truth Analysis

• Non-customer analysis

• Extreme user/ scenario analysis

Ideation rules

Mind map + Brainwriting

Moment of Truth Analysis


Pre-purchase Purchase Usage Repurchase

Value for money

Risk reduction

Convenience

Maruti Suzuki value chain


Securing the non-customers

Soon to be non-customers

Refusing non-customers

Unexplored non-customers

Prospecting non-customers

Securing the non-customers

Soon to be non-customers

Refusing non-customers

Unexplored non-customers

Why are they likely to leave

you?

Ideas of securing their commitment

Why don’t the buy from you?

Ideas of getting them to try your

offerings

Why haven’t you even considered

them?

Ideas of exploring such customers

Prospecting non-customers

Why aren’t they able to make a

decision?

Ideas of tipping their choices

Four extreme contexts


Extreme customers Extreme environments

Extreme regulation/ policy changes Extreme competitive threats

Movie subtitles Volvo interiors design OLA boats Local train handle design

Paytm’s QR codes OLA auto booking Indigo rampHand sanitizer

Four extreme contexts


Extreme customers

Extreme environments

Extreme market changes

Extreme competitive threats

Experimentation

• The right fit

• Rapid prototyping

Shortlisting ideas Right fit


On prototyping


How it:

1. Feels2. Looks3. Works

Evolution

• The narrative

• Value Proposition Map

• Storyboarding

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

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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

• IDOE 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/