The document discusses the design thinking (DT) process, emphasizing a human-centered approach to problem-solving that prioritizes consumer needs through empathy and observation. It illustrates how companies like Netflix, Oral-B, GE Healthcare, and Airbnb have successfully leveraged design thinking to innovate their products and improve user experiences. By focusing on real user needs rather than assumptions, these businesses have achieved significant growth and customer satisfaction.

1. DESINGING
THINKING (DT)
PRESENTED BY:
OMKAR SHINDE

2. • Some important points in desing thinking

3. DESIGN THINKING
 A process for solving problem by prioritizing the
consumer’s needs above all else.
Car parking issue Providing healthy meal
• It relise on observing, with empathy, how people interect with their enviroments,
• and employs an iterative, hands-on approach to creating innovative
solutions.
• Dsign thinking is “human-catered,”
• which means that it uses evidence of how consumers (humans) actually engage with a product or
service, rather than how someone else or an organization thinks they will engage with it.

4. Empathise
Empathise
⦿ Learn about the users for whom you are designing
• Understand the need and problems
• By Observation and Interview
⦿ Who is my user ? What matters to those user?
Design thinking process

5. Design thinking process
DEFINE
DEFINE
• Define the problem on the basis observastion and
interview
• What are their need problem ?

6. Design thinking process
IDEATE
IDEATE
• Brainstorm and come up with as many creative solution
as possible.
• Think of solutions to each aspects of the problem.
• Wild Ideas Encouraged

7. Design thinking process
Prototype
Prototype
• Build a representation of one or more creative
ideas
• It is rough draft
• How I can show my Ideas ?

8. Design thinking process
Test
Test
• Share prototype idea with original users for
feedback
• What worked ? What did not worked ?

9. • Although many companies have successfully used design thinking, Netflix has repeatedly leveraged it to
become an industry giant. During the company’s inception, its main competitor, Blockbuster, required
customers to drive to brick-and-mortar stores to rent DVDs. The process was the same for returns, which was
a major pain point for many. Netflix eliminated that inconvenience by delivering DVDs directly to customers’
homes with a subscription model.
• While this revolutionized the movie industry, Netflix’s real success has been in its innovation over the years.
For example, when the company realized DVDs were becoming outdated, it created an on-demand
streaming service to stay ahead of the curve. This also inadvertently eliminated the inconvenience of having
to wait for DVDs.
• Subsequently, in 2011, Netflix took its design thinking one step further and responded to customers’ need for
original, provocative content that wasn’t airing on traditional networks. Later, in 2016, it improved its user
experience by adding short trailers to its interface. Each of Netflix’s major updates was in response to
customers’ needs and driven by an effective design thinking process.
Design thinking example
No.1NETFLIK

10. • Design thinking not only succeeds at finding effective solutions for companies but also at putting
initiatives to the test before implementation.
• When Oral B wanted to upgrade its electric toothbrush, it enlisted designers Kim Colin and Sam Hecht
to help. The company’s request was to add more functions for electric toothbrush users, such as tracking
brushing frequency, observing gum sensitivity, and playing music.
• While clarifying the problem, however, Colin and Hecht pointed out that brushing teeth was a
neurotic act for many people. Users didn’t want additional functionality and, in many cases, thought
it could potentially cause more stress. Instead, they recommended two solutions that could improve
user experience without adding gimmicks.
• Their first recommendation was to make the toothbrush easier to charge, especially while users were
on the road. Another was making it more convenient for users to order replacement heads by allowing
toothbrushes to connect to phones and send reminder notifications. Both proposals were successful
because they focused on what users wanted rather than what the company wanted to roll out.
Design thinking example
No.2Oral-b

11. Design thinking example
• GE Healthcare is an example of a company that focused on user-centricity to improve a product that
seemingly had no problems.
• Diagnostic imaging has revolutionized healthcare, yet GE Healthcare saw a problem in how pediatric
patients reacted to procedures. Many children were observed crying during long procedures in cold, dark
rooms with flickering fluorescent lights. Considering this, GE Healthcare’s team observed children in various
environments, spoke to experts, and interviewed hospital staff to gain more insight into their experiences.
• After extensive user research, hospital pilots, and reiteration, GE Healthcare launched the “Adventure Series.”
This redesign initiative focused on making magnetic resonance imaging (MRI) machines more child-friendly.
• For example, the “Pirate Adventure” transforms MRI machines from dark, black holes to pirate ships with
scenery of beaches, sandcastles, and the ocean. By empathizing with children’s pain points, GE Healthcare
was able to craft a creative solution that was not only fun but increased patient satisfaction scores by 90 percent.
This also yielded unexpected successes, including improved scan quality of pediatric patients, and ultimately
saved customers time and resources.
No.3 GE Healthcare

12. Design thinking example
• Another household name, Airbnb, started by only making around $200 a week. After some observation, its
founders recognized that the advertising pictures hosts were posting online weren’t of a high enough
quality, which often deterred customers from renting rooms.
• To empathize with customers, the founders spent time traveling to each location, imagining what users
look for in a temporary place to stay. Their solution? Invest in a high-quality camera and take pictures of
what customers want to see, based on their travel observations. For example, showing every room rather
than a select few, listing special features like a hot tub or pool in the description, and highlighting the
neighborhood or areas in close proximity to the residence. The result? A week later, Airbnb’s revenue
doubled.
• Instead of focusing on reaching a bigger audience, Airbnb’s founders used design thinking to determine
why their existing audience wasn’t utilizing their services. They realized that rather than focusing on
traditional business values, like scalability, they needed to simply put themselves in users’ shoes to solve
business problems.
No.4 aIRBNB

13. THANKS
FOR
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