Design Thinking

1. Creativity and Innovation

2. Design Thinking
3. Process of Design Thinking
4. Examples of Design Thinking
CHANGE
is the basic law.

Creative and Innovative

 Creativity

Creativity is the ability to generate a thought

or an idea that is completely new, appealing,
and useful.
 Creativity
• Creativity is the characteristic of a person to generate new
ideas, alternatives, solutions and possibility in a unique and
different way.

• It is an activity of unveiling something which was previously

hidden.

• Creativity is a brainstorming activity in which a person has to

think beyond his imagination for bringing something
worthwhile.
Is Creativity Genetic ?
 Few Examples

• Apple Computer - iPod

• Painter creates a beautiful work of art
• Uber - Ride sharing
• Mobile phones
• Search Engine
 Role of creativity
• Creativity enables alternative ways of
thinking.

• It unblocks old patterns or habits of thinking.

• It allows for non-linear thinking.

• Creativity enables empathy.

 Main Component of creativity

1-Originality

2- Functionality
 Elements of Creativity

Fluency: The ability to think well and effortlessly

in order to generate a quantity of ideas, responses,
solutions or questions.
Flexibility: Ability to easily leave old ways of thinking, adopt
new ones and produce ideas, questions or solutions in a variety
of categories. Flexibility generates a variety of ideas.

Originality: It is the ability to develop ideas that are unusual,

novel or unique.
Elaboration: The ability to add details in order to modify
or expand upon an idea or a general scheme.

Sensitivity: the ability to notice and perceive the problems

before others notice it or see it again.
 Qualities of Creative
people
• They are Energetic.

• They are Intelligent

• Discipline
SIX THINKING HATS
CONCEPT
Curiosity and Creativity

CURIOSITY IS JET FUEL FOR

CREATIVITY
 Innovation
• Innovation is an act of application of new ideas to
which creates some value for the business
organization, government, and society as well.
Better and smarter way of doing anything is
innovation. It could be the introduction of:
• New technology.
• New product line or segment.
• A new method of production.
• An improvement in the existing product.
• . It is the process of doing something better for the
first time, which was not previously done by any
entity. It can also be termed as a change which can
bring a new edge to the performance and
productivity of the company.
Innovation and Creativity
1-Innovation is closely tied to creativity.

2. Innovation is a type of creativity (but not

vice versa).

3. Without creativity, innovation can’t exist.

Innovation is the best type of creativity.

 Creativity is related to ‘imagination’, but
innovation is related to ‘implementation.
• Does creativity consume money ?

• Does innovation consume money ?

 BASIS FOR
CREATIVITY INNOVATION
COMPARISON
Meaning Creativity is an Innovation is the
act of creating introduction of
new ideas, something new
imaginations and and effective into
possibilities. the market.
Process Imaginative Productive
Quantifiable No Yes
Related to Thinking Introducing
something new something new
Money No Yes
Consumption
Risk No Yes
 Creativity vs Creative thinking

• Creativity is the ability to generate a

thought or an idea that is completely new,
appealing, and useful.

• Creative thinking is a skill that enables you

to come up with original and
unconventional ideas.
Design Thinking
 APPLICATIONS IN
INDUSTRY
Consumer Packaged Goods
•Braun – Creating a Better Oral B Toothbrush
• Designing a Simplified IoT Electric Toothbrush
•PepsiCo – How Indra Nooyi Tured Design
Thinking Into Strategy
• Indra Nooyi HBR Design Thinking Interview
•Procter & Gamble – Classic Oil of Olay + DT
Case, often Cited by A.G. Lafley
• Using Design Thinking to Guide Product Developmen
t for Oil of Olay Brand
Financial Services
•Bank of America – “Keep the Change” Program
• Click Link & Scroll Down for Bank of America Case Profile
•ABN AMRO – Design Thinking As Competitive Advantage in the
World of Banking
• How ABN AMRO Leverages Design Thinking
•BBVA / USAA / Citi – Design Thinking Success Stories at 3 Large
Banks
• 3 Banks Integrating Design Into Customer Experience
•Deutsche Bank – Design Thinking to Achieve Customer Proximity
• Evolution of Design Thinking in Deutsche Bank’s IT Division
•Bank of Ireland – 20 Minute Podcast with Bank of Ireland’s Head of
DT
• Bank of Ireland’s Lesley Tully on the Value of Design Thinking
Healthcare
•GE Healthcare – Building a better MR scanner experience for children by
using paintings and storytelling
• GE Healthcare – From Terrifying to Terrific
•Thomas Jefferson University, University of Michigan, University of
Minnesota, University of Montreal – Design Thinking Success Stories at
University Hospitals
• NY Times – Design Thinking for Doctors & Nurses
•UCSF & IDEO – Applying Design Thinking to Schizophrenia Care
• Design Thinking in Healthcare – Schizophrenia
•Mayo Clinic – Design Thinking at Mayo Clinic’s Center for Innovation
• Design Thinking Lessons from Mayo Clinic
•Stanford Healthcare – Design Thinking to Improve Patient Experience
• Design Thinking at Stanford University Medicine
Retail
•Nike – Design Thinking Infuses Everything Nike Does (It All Starts with the
CEO)
• How Nike Became a Fashion Powerhouse Through Design
•Nordstrom – Building a Better Experience Shopping for Sunglasses
• Nordstrom Innovation Lab Video Profile
Tech
•Airbnb – Using DT to Avoid Bankruptcy & Develop a Winning Business Model
• Popular Airbnb Design Thinking Success Story
•Apple – Think Different about Innovation through Design Thinking
• Innovation at Apple – Design Thinking Case Study
•IBM – I Love That IBM Has An Entire Section of its Website Dedicated to DT!
• IBMs Design Centered Strategy
• Design Thinking at IBM
Please read:
•When Braun and Oral-B enlisted Colin and Hecht to help
them come up with an IoT electric toothbrush, the
manufacturers initially wanted to develop a sophisticated
data-tracking tool that could sense how well users were
brushing each and every tooth, tell them about their gum
sensitivity, and play music. The designers convinced them
to instead think about how additional technology could
solve a couple of really big frustrations with the product.
•“A toothbrush is already loaded with guilt, that you’re not
doing it properly or enough,” Colin says. “The companies
weren’t thinking about the customers’ experience. They
were thinking about the toothbrush the same way you
would an athletic activity tracker, that it records and
processes information.”
• Instead of adding to a user’s neurosis about brushing,
Colin and Hecht wanted to give them less to worry about.
The two features they decided would be most useful were
around charging the toothbrush and ordering
replacement heads. At home, the toothbrush charges on a
dock through induction but also comes equipped with a
USB hookup for use on the road. The other problem to
tackle was ordering replacement heads. You notice that
the brush is worn down when you use it, but often forget
to order a replacement after you leave the bathroom. To
solve that problem, the designers built an app that the
toothbrush connects to via Bluetooth. Pressing a button
on the brush sends a reminder notification to your phone
to buy replacements. “We’re curators of technology and
looking for what’s realistic and what’s pleasurable and
beneficial to users,” Colin says of the philosophy guiding
their design decisions.
Thank you