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Design Mindset

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Design has slowly shifted from outcome oriented process to a thinking oriented process that does problem solving.

We made a presentation at Lounge 47, which is a upcoming startup incubation center.

Published in: Design, Technology, Business
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Design Mindset

  1. 1. Design Mindset & HOW TO APPLY TO STARTUP THINKING
  2. 2. Hi!
  3. 3. Mindset The established set of attitude held by someone For most professions, can be divided into two parts. First being skills, which is what designers train for in design schools and use in their day to day ‘designing’ activities. Second being mindset, this is the way of thinking that is a comes as a part and parcel of the profession. This can be understood and applied anywhere…
  4. 4. WHAT IS DESIGN?
  5. 5. Graphic Design Product Design Photography Fashion Design Automobile Design LifeStyle & many more
  6. 6. De•sign [dəzajn] is a method of problem solving. Design was understood or rather misunderstood as a way to design something rather than a process to solve a problem. Definitions have give a better picture. The simplest definition. Design is so many things, executed in many different ways, but the function is always the same. Whether it’s blueprints, a clever UI, a brochure, or a chair – design can help solve a visual or physical problem.
  7. 7. DESIGN TRANSITIONS PRODUCT PERCEPTION MANAGEMENT Tangibility What you speak? Visibility Who are you? (and hence who are your customers) Looking Good Here you can see how design progressed over the years and shift in the mindset of the designer? What are you standing up for? THINKING What does the customer want? How do we fulfill needs and wants better? How can we arrive at the ideal solution for the customers?
  8. 8. PRODUCT FOCUSED
  9. 9. PERCEPTION MANAGEMENT
  10. 10. THINKING ORIENTED
  11. 11. WHAT IS DESIGN MINDSET ?
  12. 12. MINDSETS FOR DESIGN THINKING Business Thinking Design Thinking Creative Thinking Left Brained Using both sides of the brain to solve problems Right Brain Rational & Structured Switching at will between rational & structured to a more emotive & intuitive Emotional and intuitive Focus on Analysis Iterating between analysis and synethesis Focused on synthesis Dealing with well defined problems Dealing with ill-defined problems Dealing with undefined problems A problem is something to get out of the way A problem is the start of the process There is no problem Mistakes are not tolerated Mistakes are learning experience There are no mistakes Analyse > Decide Analyse > Ideate>Prototype> Evaluate> Decide Percieve > Ideate > Decide Focused on the parts of the problem Zooming in and out, taking the problem apart to reassemble it in a different way Holistic Focus
  13. 13. DESIGN HAS EVOLVED FROM DESIGN AS A OUTCOME TO NOW, A THINKING MINDSET AND METHODS
  14. 14. Challenge Insight Opening New Accounts Rounding up change for convenience REFRAMING THE PROBLEM Can a bank a partner with customers to help them save better?
  15. 15. Keep the Change Save automatically with everyday purchases. A free service – Only from Bank of America
  16. 16. Keep the Change After Bank of America’s extensive testing, refinement, and validation of prototypes, Keep the Change launched in October 2005. In less than one year, it attracted 2.5 million customers, translating into more than 700,000 new checking accounts and one million new savings accounts for Bank of America.
  17. 17. The Sex Profile // Case Study http://vimeo.com/32788295
  18. 18. Why STARTUPS + DESIGN? (or for that matter, anything + design)
  19. 19. WHY? BECAUSE Startup problems have unique problems which most often requires reframing …
  20. 20. WHY? BECAUSE Startups usually are into the process of ‘founder-centric design’ than user centric design….
  21. 21. WHY? BECAUSE Startups are more focused on ‘lets feature fill the product’ than ‘lets design a service that would really matter to my customer’
  22. 22. WHY? BECAUSE Startup business landscape is dynamic and they require iterative process to sail through….
  23. 23. WHY? BECAUSE Because startup need more faster methods and visual tools that help everybody be on the same page
  24. 24. Toolkits Problem Reframing Sacred Cows Mindmapping User Research Co-creation Design Thinking Collaboration Ethnography Iterative Process Service Design Thinking Customer Feedback Sessions Visual Tools like Business Model Canvas
  25. 25. Excercise (this is the fun part) Form small groups of 6 Take up a small industry / service / product category that you use And lets do a ‘sacred cow’ exercise to look at some new opportunities WHAT IS A ‘SACRED COW’? Every idea or thought is based on assumptions and pillars of thought, without which we think it would not exist or work. What innovators and game changers understood that every pillar that we look at that supports any industry today is only bound to change with time… and hence they tend to question these very pillars in hope to come to something new. WHATS THE EXERCISE? Take anything, industry and take a note of the all the ‘sacred cows’ that people say are given for that industry …. Like at a time, that we would surely remember … starting up meant having an office space. Today a lot of startups, only have only spaces or virtual offices. The idea is to question these norms to get to something new. Also understand, sacred cows is not the same as competitors. Its not used to create differentiation with your competitors… its done to innovate. (For fun, try the same exercise but not with industries or professions, do it with your friends or relationships… you’d find interesting ideas … )
  26. 26. Traditional approaches fall short of problem solving in a complex world wherein problems are dynamic and complex, a designers mindset gives the required lenses or perspective to sail through smoothly.
  27. 27. Thank you © Vizen Design & Consulting 2014 | www.vizen.in Francis Xavier | Principal Designer / Vizen Design & Consulting | francis@vizen.in

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