Introduction to design thinking

1. Design Thinking for
Innovation
Anandakuttan B Unnithan
Professor of Marketing
Indian Institute of Management Kozhikode

2. From drawing board to a home

3. From script to a movie

4. Software development

5. Software
development

6. Software development evolution

7. The evolution of Flipkart
• From an inventory driven model to a market-place

8. Pivoting

9. Pivoting

10. Apoorva Mehta

11. Successful innovations are often Iterative
• Many cycles of improvements through which the original idea is
transformed or sometimes discarded in favour of better ideas.

12. Quest for a better razor

13. Evolution of razor

14. 0
1
2
3
4
5
6
7
1960 1970 1980 1990 2000 2010 2020
Number of Blades

15. Innovation is not always MORE
• Can we solve a customer problem in a way that is better than existing
solutions?
• For that
• We need to know the customer – Empathy
• We need to go through cycles of trial and error – Iteration
• We need to consider several possibilities – Divergent thinking
• We need to visualize our vague and abstract ideas to some thing more
concrete so that our customers can see, interact –Prototyping

16. What is design
thinking?
Design
thinking is
primarily
iterative and
empathetic
design.

17. Empathetic
design

18. Doug Dietz

19. Can an MRI
scan be a less
traumatic
experience?

20. Coral cave

21. A fresh look

22. Swipesense

23. Swipesense

26. Design Thinking Mindset
• Creative confidence
• Empathy
• Embrace Ambiguity
• Visualise
• Make it, show it
• Learn from failure
• Iterate , Iterate, Iterate
• Optimism

27. Design process