The presentation unveil the concept of Design Thinking, its various stages, different tools and the scope of applying the concept of design thinking in tourism management

3. What is Design Thinking?
Design thinking is both an
ideology and a process, concerned
with solving complex problems in
a highly user-centric way.
Design thinking is an approach
used for practical and creative
problem-solving
It is based heavily on the methods
and processes that designers use
(hence the name), but it has
actually evolved from a range of
different fields — including
architecture, engineering and
business and can be used in any
field including Tourism

4. Design thinking can help your
team or organization:
Better understand the unmet
needs of the people you’re
creating for (customers, clients,
students, users, etc...).
Reduce the risk associated with
launching new ideas, products, and
services.
Generate solutions that are
revolutionary, not just incremental.
Learn and iterate faster.

5. Needs and preferences,
purchase power &
satisfaction of the User
Ability of the
Service
Provider to
offer as per
the desire of
the User
Consequences
of the deal:
environmental
problems,
cultural
degradation
etc
Putting into Practice

6. Design Thinking is a methodology that aims
to tackle highly complex problems
Common Sense Normal
Management
Skill
Design Thinking

7. Reinventing an entire
business model
Trying to maintain your start-
up culture as the business
grows
Working out how to please a
new customer group
Resolving conflict between
different departments

8. Design Thinking Method

9. The “Empathize” stage
Empathy is an ability to sense
other people’s emotions, coupled
with the ability to imagine what
someone else might be thinking or
feeling
Formal conversations to informal conversations
Observation

10. The “Define” Stage
This is a stage where you need to
process the data you’ve collected
from users in order to understand
the big picture and to identify
patterns.
put together your observations
make the key phrases and write them
visualize the important parts
make connections, patterns, themes.

11. The “Ideate” Stage
“The Difficulty Lies Not So Much In
Developing New Ideas As In
Escaping From Old Ones”.
to get away from obvious solutions
to use your teamwork and your team strengths
to explore the areas that previously remained in the shadow
to provide flow of satisfying and innovative solutions
You need it to come up with as
many ideas as possible – from
the primitive and the obvious, to
the absurd and impossible
ones.

12. The “Prototype” Stage
Prototype is an early sample,
model, or release of a product built
to test a concept or process
First create a simple layout, see if it works and how it
works, then continue with creation of more difficult and
more expensive one.
Low-fidelity prototypes – storyboarding,
storytelling, cardboard, paper mock-ups
or sketching allow you to get a general
idea of ​​the product with minimal time
and effort.
High-fidelity prototypes –animated
interfaces, moving 3D plastic
model) allow you to collect
information with a high level of
reliability and applicability

13. The “Testing” Stage
The testing is a great chance to
improve the solution to a problem
you are facing. Testing of
prototypes is usually carried out
repeatedly and in real conditions.
Observe — give the prototype to the user and let him to explore it
Provide alternatives — provide few different prototypes to the user and let
him to compare them and you can get feedback of what they like
Questioning — ask open questions like “Why are you doing this?”, “What do
you feel about it”
Assign a task — give the prototype to the user and ask him to do some
particular action or perform a task

15. Visualization It is a way of unlocking a
different part of our brains that
allows us to think nonverbally
and that managers might not
normally use
Whether you’re interviewing a
user, defining a problem,
ideating solutions, bringing
those solutions to life or
launching them into reality,
visualizing ideas, processes and
comparisons can help you
communicate with clients,
executives and colleagues.
Pen and paper, marker and
whiteboard, or keyboard and
a project management tool or
other software — whatever it
takes to get those thoughts out
into the physical world.

16. Journey mapping Mapping out both your current
and future state of your
customer experience maps.
You could capture every event
of one person’s travel in a year
– and consider who she was
with, where she came from,
where she travelled, and
where she went afterwards,
what she ate, where she stayed,
what she did. Experience mapping is used
with the objective of identifying
needs that customers are often
unable to articulate.

17. Value chain ana
Examines how an organization
interacts with value chain
partners to produce, market and
distribute new offerings.
Analysis of the value
chain offers ways to
create better value for
customers along the
chain and uncovers
important clues about
partners’ capabilities
and intentions.

18. Mind mapping A mind map is a diagram used
to visually organize information
It is often created around a
single concept, drawn as an
image in the centre of a blank
page, to which associated
representations of ideas such
as images, words and parts of
words are added.
After sketching the mind map,
invite a group of thoughtful
people to tour the visual data
and note any learnings that they
believe should inform new
ideas, then cluster those
learnings into themes

19. Mind
mapping

20. Rapid concept development
Generating hypotheses about
potential new business
opportunities.
1. We unearth the customer
personas and their pain points
and the value chain insights
2. We assemble the ideas into
a manageable number of
interesting concepts.
3. We elaborate on the
business design behind that
handful of concepts

21. Assumption testing
Identifying assumptions
underlying the attractiveness of
a new business idea and using
available data to assess the
likelihood that these
assumptions will turn out to be
true.
? What you know
?What you don’t know and can’t know
?What you don’t know but could.
Data you need

22. Rapid prototyping
Storyboarding
User scenarios
Experience journeys
Business concept illustrations
Role-playing and skits
Prototyping is all about
minimizing the “I” in ROI
Making abstract new ideas
tangible to potential partners
and customers

23. Customer co-creation
Techniques that allow managers
to engage a customer while in
the process of generating and
developing new business ideas
of mutual interest.
Collaborating: In this form, customers have the
power to collectively develop and improve a
new product’s core components and
underlying structure.
Tinkering: In this form, customers make
modifications to a commercially-available
product and some of these modifications are
incorporated into subsequent product
releases.
Co-Designing: In this form, a relatively small
group of customers provides a firm with most
of its new product content or designs, while a
larger group of customers helps select which
content or designs should be adopted by the
firm
Sharing: In this form, customers directly
communicate ideas for new product offerings
to a firm.

24. Learning launchesThis approach is a test on key
customers to figure out which
unarticulated, deep need must
be addressed and, if needed,
allows changes to the initial
idea.
In contrast to a full new-product
rollout, a learning launch is a
learning experiment conducted
quickly and inexpensively to
gather market-driven data.

25. Storytelling It is a close relative of
visualization — another way to
make new ideas feel real and
compelling.
Persuasive
access emotions and emphasize experiences
“Sell” a problem as well as its solution
Keeping audiences awake
For the climax, unveil your
resolution to the problem
And don’t forget the use of
metaphors and analogies to
bring your story to life!

26. Scientific Approaches to Tourism
Management - Bottlenecks
Destinations being over subscribed
Resource depletion
Community backlash
Climate Change
Carbon Footprints
Biodiversity loss
Ecological change
Solution is
Design Thinking

27. Application of Design thinking in Tourism
To help articulate the purpose of tourism and the visitor
economy beyond jobs and growth, i.e. identify social,
economic, environmental, cultural and other kinds of value
(positive and negative) that are generated by tourism.
To collectively diagnose and analyse visitor management
challenges.
To collectively ideate and innovate new, diverse, and/or
alternative business ecosystems fit for purpose.
To ideate and prototype ground-up visitor
management solutions and actions.

28. Design Thinking: A Tool to Address the Changing Tourist’s
Perspectives
Tourists are not satisfied only with
clean beaches, seas and all-
inclusive resorts; many travellers
now seek active leisure.
A full-value tourist experience
comprises impressions, memories
and new knowledge that leave
vivid footprints than bright photos
in holiday albums.

29. Benefits of design thinking in improving the
customer experience
Each service within the sector is "a
useful human-centred activity"
which meets a specific need and
should be built around empathy,
reliability, response to customer
expectations, professionalism and
trust.
It is no longer news that
service providers are losing
their relevancy and customers
because of the pace of change,
reach of technology, and a new
way of thinking.
As much as customers desire a
"worth it experience" during their
trip, design thinking can help
service providers plan and design
the "before the trip experience"
and "after the trip experience."

30. Co-creation process in creating a lasting experience
for the consumer
An impressive amount of services
are provided within the tourism
industry, and none of them can
stand alone. Many are part of a
network, dependent on direct and
indirect partners to provide a
lasting experience
The “interconnection” within the
industry can make it difficult to
deliver the desired experience for
the customers. Hence the need for
co-creative involvement of
partners and stakeholders to map
out the consumer journey and
experience.

31. Design Thinking & Tourism Marketing

32. The latest tourism marketing trends go
from staying in a tree house hotel, taking
part in the wine harvest as a family, or
spending a night in a castle. Brands
should be unique, transmit exclusive
sentiments, and, if you can share them
on the Internet, you’re well on your way
to success.
Differentiate yourself
from your competitors

34. Two-thirds of the world’s mobile
connections will be on 5G
networks by 2025. This evolution
will unlock a world of opportunities
since these networks will be 100
times faster
Place your bets on 5G (Future Oriented Marketing)
An example would be
that you’ll be able to
download a 1GB
movie in less than ten
seconds.
Tapping of New
Marketing Avenues

35. Artificial intelligence (AI) enables
marketers to use user web-
browsing behaviour information in
their marketing efforts

36. You might have heard the saying,
“A picture is worth a thousand
words”. It counts to be true on the
visual marketing platform. The
visual marketing uses pictures,
graphics and videos to market a
product or service.

37. Influencers have different identification
Influencers are individuals who
create high impact conversations
with the potential target
customers. Few years ago the
influencers were celebrities but the
present trend has changed from
celebs to common people who
have become influencers.

38. Best form of expression – Blogging
Blogging is not just to put some
content on the platform but the
main purpose is to provide
information and knowledge to a
vast group of people. These blogs
helps to form a two way
communication where the
audience are able to respond. By
providing your unique thoughts
and ideas to the audience you can
enhance your brand identity.