Design thinking, good design thinking is good business

Dharam Mentor
Good Design-thinking is Good Business

Dharam Mentor
Issues related to
dental/oral hygiene
have been observed
/researched in
Indian households.

Dharam Mentor
1) Research has shown
that a significant
number of people
currently store their
toothbrush in an open
brush holder in the
bathroom.

Dharam Mentor
2) There is a higher
likelihood of the
brushes becoming
contaminated by the
surroundings in the
bathroom due to this
unprotected toothbrush
storage practice.

Dharam Mentor
3) There is a
need for hygienic
storage for your
toothbrush.

Dharam Mentor
Needs
finding:
Desirability
Solution
providing:
Viability
Feasibility
There is a need in Indian households for hygienic storage
of toothbrushes.
Introducing a Smart Toothbrush Holder with UV Toothbrush
Sanitizer in India for hygienic toothbrush storage.
1) The product costs 4,000
INR and is durable for one
year.
2) The UV light needs to be
replaced every six months,
and it costs 1,000 INR.
!) UV sanitizer technology
developed in-house by the
R&D department.
2) Manufacturing is carried
out by a sister company to
reduce production costs.
3) Accessory ‘UV lights’ are
sourced from a third party
to save on production and
inventory costs.
1) My family is safe, and dental
hygiene is intact because of the
UV toothbrush sanitizer.
2) Germ-free toothbrushes are
now possible due to the UV
toothbrush protector.
3) Protecting toothbrushes from
germs, along with storage and
convenient toothpaste disposal,
has become easy.

Dharam Mentor
Solution
providing:
Introducing a Smart Toothbrush Holder with UV Toothbrush
Sanitizer in India for hygienic toothbrush storage.

Dharam Mentor
1) Family members’ toothbrush holders.
2) Easy-to-use toothpaste disposal.
3) UV sanitizing actively kills germ deposits on the
toothbrush.

Dharam Mentor
My Hygiene Morning,
My Happy Morning.
Every Morning!!!

Dharam Mentor
Moving from an unsmart
to a smart choice.

Dharam Mentor
Design thinking is a
human-centered approach
to innovation

Dharam Mentor
Helps to develop:
1) Products
2) Services
3) Processes
4) Organizations
Design thinking is a
human-centered approach
to innovation

Dharam Mentor
1) Products 2) Services 3) Processes 4) Organizations
Oral-B was looking for ways to get ahead of the competition
and raise its market share. To achieve this goal, Oral-B started
working with IDEO, who rigorously followed the design thinking
approach that created benefits for consumers and Oral-B
businesses.

Dharam Mentor
Toothbrush for
adult
Toothbrush for
kid

Dharam Mentor
Image _A Image _B
Empathy study of the user and findings:
The IDEO observed how kids brush their teeth compared to adults
and their brushing technique. The research team noticed differences
in how children and adults hold the toothbrush in their hands. Further,
they observed that children hold on to the toothbrush with their fists.
However, adults tend to hold it with their fingers. Because kids are still
growing, their fingers have less grip and motor skills than a grown-up
person.

Dharam Mentor

Dharam Mentor
The problem noticed with the current kids’ toothbrushes:
1) The conventional kids’ toothbrushes were the same as the ones for adults, slimmer in
shape and shorter in length. (The assumption was that children’s hands were smaller to
adult’s; therefore, they would need a smaller toothbrush to fit their hands).
2) Having less grip strength at a younger age and gripping the handle very far up close
to the brush head using their fists to move the toothbrush (children need a way to hold
the handle of the brush tightly).
3) The narrow brushes grown-ups use were too tricky for small hands to efficiently
navigate around the mouth (ergonomically, not-friendly toothbrushes were a big part of
why children refused to brush their teeth).
The solutions provided:
The solution was the thicker handle and soft but textured grip toothbrush, making it
easier to hold on to the brush and easier to brush.

Dharam Mentor
Background: MRI scanning procedures are cutting-edge
technology. However, they are an unpleasant experience
for patients. Especially for kids. Who gets scared of the
machine and cries on their way to a scanner.
Challenge: How do
we create a scanner
experience that children
would love?

Dharam Mentor
• Identifying an Innovation Challenge - Kids Scared of MRI Scanner
• Needs Finding - kids love joyful environments
• Identifying Assumptions - Turn Scary MRI Scanner into an Adventure for Kids

Dharam Mentor
Turn Scary MRI Scanner into an Adventure for
Kids:
Most of the time, Design thinking has been
described as an empathic approach to
understanding and solving a problem.
Example: GE Healthcare, empathy was
needed to understand how children
experience MRI scanning procedures.

Dharam Mentor
Option _A Option _B

Dharam Mentor
Issue:
Airbnb, co-founder noticed a pattern in all their
rental listings in New York houses. The house
and room photographs had poor image quality,
making it very difficult for customers to see what
they would be paying for. Therefore, prospective
consumers were not trusting Airbnb’s services.

Dharam Mentor
Approached:
Non-technical solution to this unique problem. Rent a camera, and visit
all the properties to take good quality photographs of the properties
and amenities and replace the old amateur images with the new high-
resolution and beautiful photographed pictures.
Even though the solution suggested by Graham was not backed by any
data, however, the results were fantastic.
Option _A Option _B

Dharam Mentor
Impact:
After improving the photographic quality of
images for the listings, the revenue generated rose
to $400 per week.
It was the first financial progress and a turning
point for the company.
Today Airbnb is worth $80.31 billion

Dharam Mentor
Citi Bank Design team partnered with Design Studio
to develop a new version of the Design-thinking
Methodology to forge the internal capabilities for
customer-centric thinking at Citi bank.

Dharam Mentor
The Citi Design Thinking Methodology was
meant to build 5 critical behaviors among the
practitioners:
BE CURIOUS
(be always open to
learning/understanding
new knowledge)
LOOK AT DIVERSE
PERSPECTIVES
(you invite people from
varied fields to work on an
idea)
KEEP THE CUSTOMER AT
THE CENTER
(you are creating things
people want)
USE PROTOTYPING TO
THINK
(you prototype/simulate
ideas to explore more
possibilities)
ITERATE VERY OFTEN
AND QUICKLY
(so that you can produce
more possible solutions
quickly to test)

Dharam Mentor
Design thinking program rolling out strategy followed:
Not everyone in the organization will need to have the same level of mastery of
the design thinking methodology.
Group 1 Employees
someone working as a branch
coordinator will not use Design
thinking daily.
Model 1: AWARENESS
for Group 1 Employees
+ They need to learn about Design thinking,
but they do not need a deep dive into all
aspects of the methodology.
+ This is done through a 2 to 3-hours
session.
Group 2 Employees
anyone creating new products/services
for the consumers need to have a
mastery of the Consumer-centered
Design Thinking Methodology.
Model 2: MASTERY
for Group 2 Employees
+ They need to learn and use Design thinking
in their day-to-day work, so they need to
have a deeper understanding and hands-on
of the methodology.
+ This is done through a 1 to the 3-day
course.

Dharam Mentor
Ways to Measure:
1) Profitability.
2) Number of Customers
3) Satisfaction Level TG.
4) Market reach

Dharam Mentor
Analysis & Synthesis
Research Generating Solutions
-Identifying an
Innovation Challenge
-Needs Finding
-Identifying
Assumptions
Interview
-Consumer/user
Observation
-A.E.I.O.U. tool
User Persona
-Demography
-Psychography
-Behaviorial
Affinity Clustering
-Bucketing
Empathy mapping
-knowing user deeper
needs
5 Whys
-Rational/Emotional Needs
L.A.T.C.H.
-Data Organiser
Ideate
-Adv. Brainstorming Techniques
Prototype
-Introduction to Prototyping
TEST
-Minimum Viable Product (MVP)
-MVP Testing and Iteration

Dharam Mentor
INTERNSHIP
PROGRAM
Recap:
Dharam Mentor

Dharam Mentor
Why you should learn!
If you wish to:
1) Work in a
branding/ad agency
as a researcher/
strategist
2) Work as a brand
manager in an FMCG
company
3) Want to run a
startup or family
business

Dharam Mentor
Option _ A Option _ B
Branded
Shoes
Shoes Vs

Dharam Mentor
Branded
Unbranded

Dharam Mentor
Option _ A Option _ B
Rs 8000/-
Known
High Trust
Rs 4000/-
Unknown
Low Trust

Dharam Mentor
Branded
Unbranded
Brand Perception/
meaning
Rich
Sports Lover
Like Quality
Modern
Active LifeStyle

Dharam Mentor
Brand Perception

Dharam Mentor
- Branding Agency
- Advertising Agency

Dharam Mentor
- Branding Agency

™
Good Design-thinking is
Good Business

€ ‚
ƒ ‚
„

Good Design-thinking Good Business-thinking
Innovation
Mindset
Management
Mindset

®

Big Brand Idea
Big Brand Idea and manifestation (touch points)
Brand Elements/Ambassador
Brand Communication
Brand Packaging other touch points
Subway® aims to offer:
- fresh,
-made to order
-affordable sandwiches
-quick, nutritious meals
Subway® is a food franchising business
specialises in the submarine sandwich
Target customer’s specific
needs: fresh, affordable,
made to order, craving and
healthy sandwiches
Brand goal
To be #1 in Quick Service Restaurants by delivering top sales, high customer
counts and an excellent customer experience.
Our purpose
Inspire members of the Subway® Family to Create Great. We will do this by:
Embracing opportunities
Crafting craveable, nutritious and affordable sandwiches Delivering a
superior customer experience
Being a trusted community partner
Our promise
Inspiring you to live a vibrant lifestyle by providing nutritious food that is
affordable and easy to find. It’s a chance to seize the moment because
every good choice makes a difference. Eat Fresh. Live Fresh.
Our brand’s positioning is
accessible quality.
Our brand’s positioning statement:
Subway® is for
people who are
seeking a meal
choice that
they can feel
great about.
Subway® is
“the sandwich”
shop.
We offer
the ideal
combination
of quality and
value.
Our consumer’s
understand
that a delicious
sandwich with
fresh ingredients
should be for all.
Everyone can
have easy
access to the
quality of food
they deserve.

THE SAGE + THE EVERYMAN
Intelligent
Understanding
Educator
Genuine
Down-to-earth
Approachable.
Hexagon BrandAudit Tool
Subway Eat Fresh® is more
than just a marketing line, it's
our brand promise of a
fresher way.
a fresher way of looking at
fast food.
a fresher way of looking at
value.
a fresher way of thinking.
It brought the food
preparation to the front, so
you could see your favourite
ingredients come together
right before your very eyes
It gave everyone control of
their own food, everything
you want
It put the store owners in charge,
with every franchisee being a full
owner of their own business, it
means fair working conditions for
all Sandwich Artists™
Demographic
The age group of 7 – 18
customers are targeted with
Kid’s park product category
Age of 18-55 group takes up
90% of Subway® target
markets.
No gender specification,
customer can be either study
or work (working
professionals will be highly
targeted in the business
area).
Average food spending
outside the home should be
AU $30 -$45
（2 person）
Psychographic
The slogan of “My kind of fresh”
demonstrate the psychographic
among Subway® customer.
People who are a beginner to
intermedia level fitness lover
practise healthy lifestyle.
Also, the customizable choice of
healthy sandwich will be
another primary factor of brand
engagement. It is the exact
opposite way of delivering the
service by its competitors like
KFC, McDonald’s
Behavioural
- The target market has no
concern for fast food.
- They are career-orientated
- They are looking for fast
service to satisfy hunger and
thirst without worrying too
much about health.
- They are bargain hunter, smart
shopper
Subway brand advertisements
are based on the brand values
and communicate the brand
message, while also tapping
into the desires of the targeted
audience's needs.

Design thinking, good design thinking is good business

Recommended

Recommended

More Related Content

Similar to Design thinking, good design thinking is good business

Similar to Design thinking, good design thinking is good business (20)

More from Dharam Mentor

More from Dharam Mentor (20)

Recently uploaded

Recently uploaded (20)

Design thinking, good design thinking is good business