Design Brief and Visualization

1. UNIT I : Introduction to Design Thinking
By
Dr.K.Lalitha
Asso. Professor / IT
Kongu Engineering College
Perundurai, Erode, Tamilnadu, India
Thanks to and Resource from : Jeanne Liedtka and Tim Ogilvie, "Designing for Growth: A Design Thinking Tool Kit for Managers", NA Edition, Columbia University
Press, NA, 2011 & Lee Chong Hwa, "Design Thinking The Guidebook", NA Edition, Design Thinking Master Trainers of Bhutan, NA, 2017.
18GEO03 – Design Thinking for Engineers

2. Unit I : Contents
1. Introduction
2. Need for design thinking
3. Design and Business
4. The Design Process
5. Design Brief
6. Visualization
7. Four Questions & Ten Tools
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8. Explore
9. STEEP Analysis
10. Strategic Priorities
11. Activity System
12. Stakeholder Mapping
13. Opportunity Framing

3. The Project Management Aids (PMA)
• To succeed at harnessing the power of design
thinking to grow your business,
• We need to do more than try out the ten tools of
design thinking.
• We introduce four project management aids
(PMAs) in this unit as well.
– Design Brief
– Design Criteria
– Napkin Pitch
– Learning Guide
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4. The Project Management Aids (PMA)
• The PMAs are not design tools—they are not about
generating or testing ideas.
• Instead, PMAs are communication protocols that link
the design thinking process to the established project
management structures of the organization.
• PMAs will help you control the project by
– systematically capturing the learning from each stage.
– codifying decisions.
– transitioning from one stage to the next.
– integrating the results into a successful growth project.
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5. Purposes of 4 PMAs
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7. Mapping into 4 stages of Design Thinking
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8. Design Brief
• The design thinking team starts with a design brief
(project management aid 1).
– It clarified the scope of the project, its intent, the
questions it hoped to explore, and the target market it
wanted to explore them with.
• What is?
– starts with the creation of the design brief and
– ends with the identification of design criteria.
• Between those two project management aids are four
design thinking tools:
– visualization
– journey mapping
– value chain analysis
– mind mapping
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9. Design Brief (PMA 1)
• PMA 1 forces you to clarify your ambitions
and constraints.
– It asks you to frame your design challenge,
– define its scope, and
– pose the key questions to explore at the outset:
• What do you expect to get out of this work?
• What would success look like?
• How will you know if the project added value?
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10. Design Brief - Positives
• A design brief tells the project team where it is going and
why, what pitfalls to avoid, and what resources are
required.
• Use the design brief to kick off the project, and revisit it at
every key milestone.
• It sets the schedule, names the important milestones, and
lays out the metrics that will assess the project.
• Not surprisingly, brevity is a key attribute of a good design
brief.
• The document— two or three pages at most—should give
the team plenty of leeway to use their creativity.
• The design brief provides that guidance throughout the
project.
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11. Design Brief – Document Format
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Design Brief – Sample Document

13. Visualization
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14. Visualization
• Visualization is about using images.
• It’s not about drawing; it’s about visual thinking.
• It pushes us beyond using words or language alone.
• 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.
• When you explain an idea using words, the rest of us will
form our own mental pictures.
• For example,
– When you say, “We need a new growth platform,” the IT
specialist sees servers and code and the marketing guru sees an
advertising campaign.
• If instead you present your idea to us by drawing a picture
of it, you reduce the possibility of unmatched mental
models.
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15. Visualization
• Visualization is a very special design tool.
• This is really a “meta” tool, so fundamental to the way designers
work that it shows up in virtually every stage in the process of
designing for growth.
• Often, visualization is integral to the other tools we will talk about.
• It is an approach for identifying, organizing, and communicating in
ways that access “right brain” thinking while decreasing our
dependency on “left brain” media such as numbers.
• Visualization consciously inserts visual imagery into our work
processes.
• It focuses on bringing an idea to life, simplifying team
collaboration and (eventually) creating stories that go to the heart
of how designers cultivate empathy in every phase of their work
and use it to generate excitement for new ideas.
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16. Left Brain vs Right Brain
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• The theory is that people are either left-brained or right-
brained, meaning that one side of their brain is dominant.
• If you’re mostly analytical and methodical in your thinking,
you’re said to be left-brained.
• If you tend to be more creative or artistic, you’re thought
to be right-brained.

17. Thank you
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