The document discusses the concepts of creativity, innovation, and design thinking, outlining their significance in problem-solving and product development. It emphasizes a user-centered approach that relies on empathy, iterative processes, and prototyping to generate effective solutions. Additionally, it highlights that design thinking fosters innovation by breaking down complex problems into manageable parts and encouraging experimentation and learning from failures.

1. MGT1022 Lean Start-up
Management
L1.2 Creativity and Design thinking

2. Invention / Innovation / Creativity
Invention – Something which is discovered for the first time
Innovation- Incremental steps of value addition to the
product or process based on end user requirements
Creativity- Use of imagination / ideas for Invention and
Innovation

3. Be Creative
Creative Thinking

4. Creative Thinking
• Creative Thinking consists of four parts
• Fluency:- It is the ability to produce many ideas for a
problem
• Flexibility:- It indicates the variety of thinking
• Originality:- It is the ability to produce new and unique
ideas to the same problem
• Elaboration:- It is the ability to go into details and work out
the implications of the ideas

5. Process of Creative Thinking
• There are four stages in this process
• Preparation:-It requires the individual to understand the
task and what is expected to do
• Incubation:-This stage requires the individual to relax from
the conscious effort he/she is making to solve the problem
• Illumination:-It is the stage the solution to the problem
emerges
• Verification:-During this stage the plausibility of the idea is
tested

6. Strategies for Creative Thinking
• Become more aware and sensitive to your surroundings
• Try to generate as many ideas and responses to a particular
problem
• Never accept the first idea or solution to a problem

7. 𝑪rEaTiViTy & DESIGN THINKING

10. Design Thinking: Meaning
• Design Thinking is a repetitive process in which we seek to
understand the user, challenge assumptions, and redefine
problems in an attempt to identify alternative strategies and
solutions that might not be instantly understandable with our
initial level of understanding.
• Design Thinking provides: A solution-based approach to solve
problems.
• It is a way of thinking and working as well as a collection of hands-on
methods.
• Design Thinking or 'Outside the Box' Thinking: Because the
designers are attempting to develop new ways of thinking that
are differs from common problem-solving methods.

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Connect these 9 dots with 4 straight lines
Think 'Outside the Box'

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Connect these 9 dots with 4 straight lines
Think 'Outside the Box'
Solution:

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Connect these 9 dots with 3 straight lines
Think 'Outside the Box'
Solution:

14. Characteristics of design thinking
• People-centered
• Highly Creative
• Hands-On
• Iterative
Design thinking starts from what people, users,
customers, consumers, need or want to do, their
motivations and the problems they are trying to solve.
Empathy is key.
Design thinking stimulates us to look at situations
differently and come up with new solutions that go
beyond and improve existing alternatives. Integrative
thinking is key.
Make ideas tangible. Prototyping is thinking with your
hands. Test your hypothesis. Failure is a (necessary) part
of the process in order to succeed. Experiments with trial
and error are key.
The root to success does not follow a straight line. The
more we are able to loop through "understand > create >
learn" cycle, the higher chance you have for good results.

15. Objective of Design Thinking
• To improve products by analysing and understanding how users
interact with products and investigating the conditions in which they
operate.
• To ask significant questions and make challenging assumptions.
• To prove whether previous assumptions are valid or not.
• To do the right kind of research
• To prototype and test our products and services so as to uncover new
ways of improving the product, service or design.

16. Process/ Phases

17. Empathize
(with your users)
• The first stage is to gain an empathic understanding of the
problem you are trying to solve.
• Empathy allows design thinkers to set aside their
own assumptions about the world in order to gain insight
into users and their needs.
• This involves consulting experts to find out more about the
area of concern through observing, engaging and
empathizing with people to understand their experiences
and motivations.

18. Define
(your users’ needs, their problem, and your insights)
• This is where you will analyse the observations and synthesise them in
order to define the core problems that the team have identified up to
this point.
• The Define stage will help the designers gather great ideas to establish
features, functions, and any other elements that will allow them to
solve the problems or, allow users to resolve issues themselves with
the minimum of difficulty.

19. Ideate
( By challenging assumptions and creating ideas for
innovative solutions)
• During the third stage of the Design Thinking process, designers are
ready to start generating ideas.
• With the help of information collected from previous phases, the team
members can start to "think outside the box" to identify new solutions
to the problem statement, and one can start to look for alternative
ways of viewing the problem.
• There are hundreds of Ideation techniques such as Brainstorm, Brain-
write, Worst Possible Idea, and SCAMPER used to generate ideas.

20. Prototype
(To start creating solutions)
• This is an experimental phase, and the aim is to identify the best
possible solution for each of the problems identified during the first
three stages.
• The solutions are implemented within the prototypes, and, one by
one, they are investigated and either accepted, improved and re-
examined, or rejected on the basis of the users’ experiences.
• By the end of this stage, the design team will have a better idea of the
constraints inherent to the product and the problems that are present,
and have a clearer view of how real users would behave, think, and
feel when interacting with the end product.

21. Test
(To get solutions)
• Designers or evaluators rigorously test the complete product using the best
solutions identified during the prototyping phase.
• The results generated during the testing phase are often used
to redefine one or more problems and inform the understanding of the
users, the conditions of use, how people think, behave, and feel, and to
empathise.
• Even during this phase, alterations and refinements are made to derive
deep understanding of the product and its users.

22. Importance
• Today’s reality demands innovation: It is impossible for a business to really
make waves without innovating. Design Thinking is the tool kit for
innovation. And yet, it’s laser targeted to focus on the core problem. Times
have changed. Customers have changed. In order for a business to stay
current, they must move with these changes.
• Solution to an insoluble/ challenging task: Design Thinking takes the
challenge or problem and drills it down into small bite-size pieces, enabling
us to drill down to the core issues. From there, we can see clearly and piece
together the most critical aspects to devise a strongly relevant solution.

23. • What if there is no market?
A common concern in developing a new product or service is “Will there be
a market?” In Design Thinking before developing a product or service, we are
spending time with the market, understanding their needs and the realities
of their world. The problem of having a market isn’t a problem at all with
design thinking. This is because design thinking begins with, and is rooted in,
people.
• Breaks you out of the box:
Design thinking breaks your preconceptions of what a good solution would
be and unleashing new undiscovered possibilities. A good example of this is
Proctor & Gamble who initially set out to develop a better cleaning
detergent. Design Thinking led them to realise customers didn’t need
another detergent on the market – but did need a faster, easier way to clean.
The result was the Swiffer, a revolutionary new mop which proved to be
massively successful for them.

24. • It’s always about people:
Design Thinking is empathetic and personal in nature and doesn’t exist without
people. Design thinking keeps you in tune with the real customer with real
problems, empowering you to create real solutions.
• Fail Fast:
8 out of 10 businesses fail. Design Thinking eliminates the risk of ultimate
failure by encouraging failures before. Design Thinking is systematically
developed to encourage experimentation, coupled with prototyping and
feedback, allowing you to fail and fail fast, leading you to recognise and
eliminate the weak areas so that you can ultimately succeed.

25. Any question ?
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