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Design Thinking: A
Primer
Dr. Pavan Soni
Innovation Evangelist and Founder
Inflexion Point Consulting
Innovation.evangelis...
• Founder and Innovation Evangelist at Inflexion Point
• PhD from IIM Bangalore (Corporate Strategy & Policy)
• Former Inn...
Session
objective
• An overview of principles and practices of
Design Thinking
• Hands-on engagement on important techniqu...
Topics covered
• Design Thinking Process
• Principles of Design Thinking
• Discovery techniques
• Opportunity framing
• Mi...
Design Thinking Process:
✓ Design Thinking is a
‘process’
✓ It all starts with
‘Discovery’
✓ Ideation comes later,
first i...
Principles of Design Thinking
Customer
centricity
Rapid iteration Visual thinking
✓ Empathetic
✓ Storytelling
✓ Customer v...
Discovery
• Empathy mapping
• Pain-Gain analysis
• Appreciative inquiry
• Day in Life scenario
• Buyer personas
Empathy Mapping
www.PavanSoni.com 9
Pain Gain Analysis
www.PavanSoni.com 10
Appreciative
Inquiry
8/24/2017
Pavan Soni | www.PavanSoni.com | 2
Day in life scenarios
8/24/2017 Pavan Soni | www.PavanSoni.com | 12
Source: https://www.iprogrammer.com/how-
a-mobile-wall...
Buyer
personas
8/24/2017 Pavan Soni | www.PavanSoni.com | 13
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 accoun...
Ideation
• Mind mapping + Brainwriting
• Moment of Truth Analysis
• Non-customer analysis
• Extreme user/ scenario analysis
Ideation rules
Mind map +
Brainwriting
Moment of Truth Analysis
www.PavanSoni.com 21
Pre-purchase Purchase Usage Repurchase
Value for money
Risk reduction
Conven...
Maruti Suzuki value chain
8/24/2017 Pavan Soni | www.PavanSoni.com | 22
Securing the non-customers
Soon to be non-
customers
Refusing non-
customers
Unexplored non-
customers
Prospecting non-
cu...
Securing the non-customers
Soon to be non-
customers
Refusing non-
customers
Unexplored non-
customers
Why are they
likely...
Four extreme contexts
8/24/2017 Pavan Soni | www.PavanSoni.com | 25
Extreme customers Extreme environments
Extreme regulat...
Four extreme contexts
8/24/2017 Pavan Soni | www.PavanSoni.com | 26
Extreme
customers
Extreme
environments
Extreme market
...
Experimentation
• The right fit
• Rapid prototyping
Shortlisting
ideas
Right fit
www.PavanSoni.com 28
On prototyping
www.PavanSoni.com 29
How it:
1. Feels
2. Looks
3. Works
Evolution
• The narrative
• Value Proposition Map
• Storyboarding
A good story is…
The final presentation: Value Proposition
www.PavanSoni.com 32
Storyboarding
www.PavanSoni.com 33
Concepts
learnt
Always start with the problemStart
Invest in framing the opportunity wellFrame
Go for quantity of ideasLar...
Useful
references
• IDEO U: https://www.ideou.com
• Creative Confidence:
https://www.creativeconfidence.com
• TED Talk by ...
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Outline of the Design Thinking Program aimed at building the mindset and skillset of innovation

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Design thinking workshop pavan soni

  1. 1. Design Thinking: A Primer Dr. Pavan Soni Innovation Evangelist and Founder Inflexion Point Consulting Innovation.evangelist@gmail.com www.pavansoni.com
  2. 2. • Founder and Innovation Evangelist at Inflexion Point • PhD from IIM Bangalore (Corporate Strategy & Policy) • Former Innovation Evangelist atWipro (6 years) • Only Indian to be shortlisted for the Financial Times and McKinsey Business Book of theYear 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 atYourStory, 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 www.PavanSoni.com linkedin.com/in/pavansoni facebook.com/drpavansoni @Pavan_Soni youtube.com/user/innov6 www.PavanSoni.com 2 About Dr. Pavan Soni
  3. 3. 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
  4. 4. 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
  5. 5. 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
  6. 6. 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
  7. 7. Discovery • Empathy mapping • Pain-Gain analysis • Appreciative inquiry • Day in Life scenario • Buyer personas
  8. 8. Empathy Mapping www.PavanSoni.com 9
  9. 9. Pain Gain Analysis www.PavanSoni.com 10
  10. 10. Appreciative Inquiry 8/24/2017 Pavan Soni | www.PavanSoni.com | 2
  11. 11. Day in life scenarios 8/24/2017 Pavan Soni | www.PavanSoni.com | 12 Source: https://www.iprogrammer.com/how- a-mobile-wallet-can-be-used-a-full-day- example/
  12. 12. Buyer personas 8/24/2017 Pavan Soni | www.PavanSoni.com | 13
  13. 13. Interpretation • Clustering of problems • Problem/ Opportunity framing
  14. 14. Clustering problem areas
  15. 15. Opportunity framing Does my challenge drive toward ultimate impact, allow for a variety of solutions, and take into account context?
  16. 16. Ideation • Mind mapping + Brainwriting • Moment of Truth Analysis • Non-customer analysis • Extreme user/ scenario analysis
  17. 17. Ideation rules
  18. 18. Mind map + Brainwriting
  19. 19. Moment of Truth Analysis www.PavanSoni.com 21 Pre-purchase Purchase Usage Repurchase Value for money Risk reduction Convenience
  20. 20. Maruti Suzuki value chain 8/24/2017 Pavan Soni | www.PavanSoni.com | 22
  21. 21. Securing the non-customers Soon to be non- customers Refusing non- customers Unexplored non- customers Prospecting non- customers
  22. 22. 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
  23. 23. Four extreme contexts 8/24/2017 Pavan Soni | www.PavanSoni.com | 25 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
  24. 24. Four extreme contexts 8/24/2017 Pavan Soni | www.PavanSoni.com | 26 Extreme customers Extreme environments Extreme market changes Extreme competitive threats
  25. 25. Experimentation • The right fit • Rapid prototyping
  26. 26. Shortlisting ideas Right fit www.PavanSoni.com 28
  27. 27. On prototyping www.PavanSoni.com 29 How it: 1. Feels 2. Looks 3. Works
  28. 28. Evolution • The narrative • Value Proposition Map • Storyboarding
  29. 29. A good story is…
  30. 30. The final presentation: Value Proposition www.PavanSoni.com 32
  31. 31. Storyboarding www.PavanSoni.com 33
  32. 32. Concepts learnt Always start with the problemStart Invest in framing the opportunity wellFrame Go for quantity of ideasLarge Validate during the journeyValidate Visualize your thinking and workVisualize www.PavanSoni.com 2
  33. 33. 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
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Outline of the Design Thinking Program aimed at building the mindset and skillset of innovation

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