In this seminar, we have two exercises: Design Thinking Cafe Exercise In both exercises, you will have ample opportunities to apply your creativity and design skills. First, you will design a new hat or a new shoe using principles and practices of design thinking. Second, you will design a cafe - your own cafe - that you would like to open (thinking of clients, target segment, menu, operations, decoration etc.)

1. University of East Anglia
Norwich Business School
Management Skills and
Personal Development
NBS-7031X
SEMINAR 5
15 and 18 March 2021
Dr. Fahri Karakas
F.Karakas@uea.ac.uk

2. Slide 1.2
 Seminar 5 Activity:
 Design Thinking
◦ Exercise and Discussion
 Seminar 6 Activity:
 Café Exercise
◦ Exercise

3. Slide 1.3

4. Slide 1.4
Week Self-Directed
Learning Activity
(i.e. what you did)
Learning/Inspiration/Lesson drawn
1 Listened to
Desert Island
Discs episode
of Dame Zaha
Hadid
I reflected on the critical importance of courage to shake up
traditional practices and concepts of architecture through fluid and
futuristic thinking. Zaha Hadid was one of the most celebrated
architects in the world in a field dominated by men. Her triumph
was to turn the beautiful graphic visions of her sculptural approach
into reality. This is due to her rare courage, conviction, tenacity and
a free creative spirit – all qualities that I find extremely valuable in
my future career. I am inspired to learn more about the unique life
and career of this remarkable woman.
2 Listened to
Desert Island
Discs episode
of Cath Kidston
Known for her floral designs combining the vintage and the
modern, Cath Kidston achieved amazing business success with her
business and brand worth £50 million and 100 shops worldwide.
Japanese are crazy about the brand calling it ‘kawaii’ (cute), a
celebration of cheerfulness. I find it a remarkable success story
based on finding this universal appeal of ‘cheering people up’
through practical design. Listening to her story, including the
obstacles and her vulnerable feelings during growing up her
business, was refreshing and gave me hope. Like her, perhaps I can
nourish my entrepreneurial side one day – all it requires is the
courage and readiness to experiment/fail along with a niche
business idea/solution that makes cheers up people.

5. Slide 1.5

6. Slide 1.6
Six Options – choose one of them
1. Personal Logo Table
2. Ten Responses Table: Your Best Year Yet
3. Table of Role Models
4. Table of Potential Firms and Job Positions
5. SWOT Analysis of Yourself and Your Career
6. Create your own Netflix Show

7. Design Thinking
Application
Seminar 5 Activity

8. Slide 1.8

9. Slide 1.9

10. Slide 1.10

11.  The Deep Dive – A company’s secret weapon to
innovation
https://www.youtube.com/watch?v=2Dtrkrz0yoU

13. Slide 1.13
Problem
identification,
reframing and sense-
making
Visualisation,
ideation and
brainstorming
Iteration, prototyping
and building
solutions
Involving
stakeholders, getting
and incorporating
feedback
Refinement of
solutions, assessing
feasibility and
viability
Piloting. launching,
financing, and
implementing
solutions
Immersion in the
field, observation,
and listening
Cycle of Design
Thinking
HEAR
CREATE
DELIVER

14. Slide 1.14
 You are the younger generation and heir of a
traditional family business based in London. Your
company produces and sells hats and shoes (please
choose one of them).
 The sales have recently dropped and the company
needs to come up with innovations in this product
line in order to survive.
 Your task is to use design thinking principles,
methods, and practices to come up with a new
conception of a hat or a shoe.
 Think about both form and functionality of your
chosen product: Why and how do we use it? How can
you innovate in this product line?

15. Slide 1.15
 Design a hat

16. Slide 1.16
 Design a shoe

17. Slide 1.17
 Select a target segment for your product. Who
is the end user that you want to reach?
Describe and create an end user profile.
 Potential Characteristics You Might Include in
Your End User Profile:
◦ Gender
◦ Age range
◦ Income range
◦ Geographic location
◦ Personality
◦ Image?
◦ What makes them special and identifiable?

18. Slide 1.18
 Develop insights into their behaviour.
◦ Start with understanding/empathising with the end
user.
◦ Learn to see things “with a fresh set of eyes”.
 What motivates them?
◦ Why will they use this product?
 What is the general reason they are buying
this product?
◦ Interpret intangible meaning of this product and
how they experience it
 Discover the emotions that guide behaviours


19. Slide 1.19
 Unpack and synthesize your empathy findings
into compelling needs and insight
◦ Come up with a guiding statement that focuses on
specific users, and insights and needs that you
uncovered during the empathize mode.
 Scope a specific and meaningful challenge.
◦ Craft a specific and compelling problem statement
◦ Which bigger problem are you trying to solve?
◦ What is your guiding statement?
 Come up with some questions starting with:
“How might we”?

20. Slide 1.20
 “Going wide” in terms of concepts and
outcomes
◦ Explore a wide solution space – both a large quantity
of ideas and a diversity among those ideas.
 Create fluency (volume) and flexibility (variety)
in your options
◦ Generate at least 10-15 ideas for your new product.
◦ Step beyond obvious solutions.
◦ Use diverse sources of inspiration.
◦ Borrow creative ideas from at least 3 different and
unrelated fields.
◦ Synthesize your ideas and try to choose/combine
some of these ideas to create prototypes.

21. Slide 1.21
 Design a poster for your product.
◦ You might use sketches, concept maps, and rough
drawings to depict your ideas.
 Come up with your Brand Name.
 Come up with a catchy slogan that will reach
your target consumers.
 What will be the price of the product?
 How will you reach your customers?
◦ Internet, department stores, outlets etc?
◦

22. Seminar 6 Activity
Café Exercise

23.  Your Task
You are going to launch a new business
(a new English Café).

24.  1. Think of the profile of your target
clients, their lifestyles, and their – how
will you attract them to your café?

25. 2. Propose the English café concept by:
 attribute listing a typical English café
 suggesting changes to some of these attributes
 choosing the most interesting option.
 borrowing ideas from diverse contexts or institutions
(e.g. hospital, school, barber, green grocery, gym,
hotel, NGO etc.)
 borrowing ideas from diverse realms of life (e.g.
fashion, architecture, haute couture, haute cuisine,
cats, motorcycles, flowers,
washing clothes, chocolate etc.)

26.  3. Design a poster and come up with a slogan
that would attract your clients.
 Suggest a couple of ideas for the poster by:
◦ Brainstorming a long word list of everything you
think of when you hear the word “English”.
◦ Come up with a theme for a campaign by playing
with one or two of these words using the
following…
 Using a metaphor
 Use of sense of Humour
 Use of Major Exaggeration
 Be Literal with words

27.  4. Design a logo for the café.
 5. Design a menu for the café - try to think of
interesting options (food and beverages)

28.  6. Visualize the layout of the café – furniture,
surroundings, decoration, facilities, artwork etc.
 7. Come up with some ideas towards a final
statement that would capture the philosophy of
your café.

29.  Finalize your “Design Thinking Application” (5)
 Finalize your “Café Exercise” (6)
 Attach them to your coursework
 Try to finalize all your portfolio elements:
◦ Job application portfolio
◦ Asset creation project
◦ Two creativity challenges
◦ Lecture evidence
◦ Seminars 1-6

30. Slide 1.30
 Choose your job advertisement and copy-paste it at
the top of your portfolio
 Update and customize your CV and Cover Letter
◦ Both your CV and Cover Letter should demonstrate a very
good match for the job requirements.
 Remember to complete and attach the following:
1) Job Advertisement
2) CV
3) Cover Letter
4) Poster (Creative CV or Vision Board)

31. Treat 2021 as the year of ASSET CREATION
In your individual project, you will be creating assets for your
future.
1. SEVEN I PROJECT (Kickstarter type project)
2. ENTREPRENEURIAL BUSINESS PROPOSAL (Shark Tank type
project)
• Think about the assets you want to
create for your future
• Do not think like a student. Do not
treat this as assignment.
• Do this for your own future.
• Do something real – create something
real and fresh.

32. Slide 1.32

33. Slide 1.33