Overview of Design Thinking &

Unit 1 : Introduction to product design

B Jagadish Kumar
Assistant Professor
Department of EECE
GITAM Institute of Technology (GIT)
Visakhapatnam – 530045
Email: jbokam2@gitam.edu

Department of EECE, GIT

Course Code and Course Title: 19EID132 & Design Thinking &Product Innovation
1
 About this presentation
This presentation contains:
Overview of Design Thinking
Design Thinking & Product Innovation Syllabus &
Unit-1
 1) Introduction to product design
 2)Characteristics of a Successful product development
 3)Product Development Process
 4)Identification of Opportunities
 5)Product Planning
 6)Innovation in product development
Overview of Design Thinking

What is Design Thinking?

“Design thinking is a human-centered approach to innovation that

draws from the designer's toolkit to integrate the needs of people,
the possibilities of technology, and the requirements for business
success”
Or
Design thinking refers to the Cognitive, Strategic and practical
processes by which design concepts (proposals for new products,
buildings, machines etc.) are developed.

Simply it is a Philosophy & Set of tools to help solve problems Creatively

Human-centered approach
Design thinking looks at creative problem
solving through lens of human centered Design
5 Main Steps in Design Thinking Process
1.Empathise
Gathering information with user
interviews
Ask
* Who are we making this for
* What is their Problem
* What do these people do
2.Define
Coming to conclusions about

Ask

* What are the user needs

* What are their Problems
* What are their Challenges
* What are their insights
3.Ideate
By challenging assumptions and
creating ideas for innovative
solutions

* Develop solutions
* Develop ideas
* Coming up with Potential
matches of Products or Services
4.Prototype

To start creating solutions

* Take the ideas you want to

develop
* Turn them into simple, testable
prototypes
5.Test
Test with real Users

* Real users selected based on

Empathize Step
Design Thinking Cycle
Design Thinking Cycle
Difference Between Design Thinking & Linear Analytic Methods
How to use Design Thinking in Everyday Life
 Tools at Design Thinking Stage
• 1) Empathize : Zoom, Typeform, Creator
• 2) Define : Samply,Userforge,MakeMyPersona
• 3) Ideate : Session Lab, Stormboard,IdeaFlip
• 4) Prototype : Boords,Mockingbird,POP
• 5) Test : UserTesting,HotJar,PingPong
• 6) for the complete process :
Sprintbase,InVision,Mural,Miro.
 SYLLABUS
UNIT-I
• Product Development : Introduction to design, characteristics of successful product
development, product development process, identification of opportunities, product planning,
Innovation in product development.
UNIT- II
•Design Thinking: Introduction, Principles, the process, Innovation in Design Thinking, benefits
of Design thinking, design thinking and innovation, case studies.
UNIT – III
•Idea generation: Introduction, techniques, Conventional methods, Intuitive methods,
Brainstorming, Gallery method, Delphi method, Synectics etc .Select ideas from ideation
methods, case studies.
UNIT – IV
•Design Thinking in Information Technology, Design Thinking in Business process model,
Design Thinking for agile software development, virtual collaboration, multi user and multi
account interaction, need for communication, TILES toolkit, Cloud implementation.
UNIT – V
•Design thinking for service design: How to design a service, Principles of service design,
Benefits of service design, Service blueprint, Design strategy, organization, principles for
information design, principles of technology for service design.
After completing this course,
the student will be able to
innovate new methods in product development.
apply Design Thinking in developing the new designs.
select ideas from ideation methods in new product development.
use Design Thinking in developing software products.
apply principles of Design Thinking in service design.
Books:
1. Pahl, Beitz, Feldhusen, Grote – Engineering Design: a systematic
approach, Springer, 2007
2. Christoph Meinel and Larry Leifer, Design Thinking, Springer, 2011
3. Aders Riise Maehlum - Extending the TILES Toolkit – from Ideation to
Prototyping
4. http://www.algarytm.com/it-executives-guide-to-design-thinking:e-book.
5. Marc stickdorn and Jacob Schneider, This is Service Design Thinking,
Wiely, 2011
 UNIT – I
Product Design & Development

TOPICS to be covered :
1.Introduction to Product Design.

2.Characteristics of successful product development.

3.Product development process.

4.Identification of opportunities.

5.Product planning.

6.Innovation in product development.

 1.Introduction to Product
Design
Some Definitions
• Product: A term used to describe all Goods, services, and
knowledge sold
• A Product Development Process is the Entire set of activities
required to bring a new product concept to a state of market
readiness
• Product Types Market-Pull Products : furniture, sporting goods,
tools etc.,
• Technology-Push Products : Cellular phones, Medical equipment
etc.,
1.What is Design

 Product Design is a realization of a concept or idea into a

configuration, drawing or a product.
Examples of Design

Old and New bag for Carrying Groceries

Examples of Design

Design puts the world in Design helps us play games

your hand
Examples of Design

Design helps us move

Examples of Design

Design can be incremental or radical

 New Product or Service

• I Create
• I Take Risks
• I Live my Passion
• I am an Entrepreneur
Few Straight Situations to be addressed about
New product or a Service
Few Straight Situations to be addressed
about New product or a Service
Design Methodology
Design Methodology
 Proximity Design
The Principle of proximity is simply the process of
ensuring related design elements are placed
together. Any unrelated items, should be spaced
apart. Close proximity indicates that items are
connected or have a relationship to each other
and become one visual unit which helps to
organise or give structure to a layout.
Ex: On your web page or your business card,
related information is placed together and it
forms a visual unit.
Example
Proximity Design used in rural development in Myanmar
Example
Proximity Design used in rural development in Myanmar
2.Characteristics of Successful
New Product Development

i) An Active Product owner

ii) Qualities of Good Problem Solving Team
iii) Intelligence & Creativity
iv) Decision Making Qualities
v) Clear Objectives
vi) Novelty of Product
i) An Active Product owner
ii) Qualities of Good Problem
Solving Team
iii) Intelligence & Creativity
IV)Decision Making Qualities
• a) Recognising dependencies in complex systems
• b) Estimating importance and urgency
• C)Continuity and Flexibility
• d) Failures cannot be avoided
• e) Qualities of a Good Designer
iv) Decision Making Qualities
a) Recognising dependencies in complex systems

b) Estimating importance and urgency

C)Continuity and Flexibility
d) Failures cannot be avoided
e) Qualities of a Good Designer
v) Clear Objectives
vi) Novelty of Product
• 1. Original Design – Invention & Innovation
• 2. Adaptive Design
• 3. Variant Design
vi) Novelty of Product

1. Original Design
Invention
Invention
Innovation
Key elements of Innovation
2. Adaptive Design

3.Variant Design
 Identification of Opportunities
At this step, scan the environment to
determine what unfulfilled needs or desires
are in the marketplace. Ideas can also come
from employees, managers, customers,
suppliers, research and development
departments, and even your competitors.
You need to carefully define your
market at this stage to set the
scope of the market and to
determine your competition
Opportunity identification
A market can be defined by
customer needs,
demographics, price, and
product type, among other
criteria.
 Opportunity identification
Finally, you must carefully analyze these opportunities to
determine if they're feasible and useful in helping your
company achieve its objectives.
 Idea Generation and Screening

Concept Development and Testing

3.Product Marketing Strategy

Development
Process Business Analysis

Product Development

Test Marketing

Commercialization
Commercialization
Product Development
Process
1st Stage: Idea Generation & Screening
1st Stage: Idea Generation & Screening
 1.Idea generation
 Ideas are the key to innovation.
 The purpose of idea generation is to create a large pool of ideas.
 Idea generation is the first stage of the process and entails a method for
coming up with new ideas for product development that are superior to what
competitors are currently offering.
 Often, businesses come up with hundreds of new ideas and end up with only a
few that will be pursued in the end.
 There are quite a few ways to generate ideas, but they are less a “eureka”
moment and more akin to hours of target market research, discussion,
questioning, and brainstorming utilizing both internal
Externaland external idea sources.
Idea
Internal Idea sources sources
Company employees at Customers
all levels Competitors
Distributors
Company R&D Suppliers
Let's look at one example of Idea generation
o Sam is a marketing manager for a shoe company, and he has about eight
people who work for him. Sam is a big fan of using idea generation with his
team whenever they need to tackle a new challenge.
o The team has a new project this month. They have to come up with a brand
new way of marketing the newest line of shoes to a previously unaddressed
target audience.
o Sam puts his group to work into pairs. Each pair tackles the task by first
thinking of many ideas, far more than they would ever use.
o The pair will eventually rejoin the team, and the team will select the best idea
or ideas before assessing the ideas' worth on a focus group of potential
customers at a later date.
o After feedback from the focus group, the team will adjust their approach and
build on the idea using the focus group feedback before putting their plan
through real testing or trials.
o Finally, when the team is confident in their idea, the idea will be passed on for
1 Stage: Idea Generation & Screening
st
 Idea Screening
 The second step in New product development is Idea screening.
 Idea screening is like, narrowing ideas down, and picking out the best ones
with which to move forward.
 Pursing non feasible ideas can clearly be costly for the company. Because the
costs involved in new product development increase exponentially as we
move through each stage, the screening process becomes crucial in avoiding
huge financial loss.
 There are more factors involved in screening than simply whether or not a
product idea is deemed “good” or “bad.”
 Ideas must also fit into the overall business strategy and direction of a
company.
 If the idea is potentially a good idea but does not fit into the marketing mix, it
can end up being more costly and impossible to scale, which simply means
that your business will be unable to continue to grow in the long term.
 If a product does not meet the objectives and goals of the screening process,
The following are the few examples in Idea screening
Relevance : Does the idea achieve your objectives?

Assumptions : Is the idea based on stated assumptions?

Constraints : Is the idea consistent with your constraints such as your

budget, resources and dates?

Feasibility : Is the idea feasible ?

Value : How valuable is the idea ?

Risks : what are the risks etc.

2nd Stage: Concept Development &
Testing
2. Concept Development
and Testing

 Products are based on ideas, but they themselves are not

ideas.
 Idea serves as the basic foundation that can be
conceptualized in different products.
 Therefore, an idea needs to be evolved into a detailed
statement expressed in consumer terms.
 Idea is an initial thought; when finished with details an idea
becomes a concept.
i. Concept Development:
An idea when detailed in terms of consumer needs, technology, user,
and use situation takes the form of product concept.
For example, The mobile communication idea can take shape of
different product concepts.
These may include the following:
Concept 1—Basic communication device for entry level consumers
Concept 2—Communications device that allows busy executives to
do office work while on the go
Concept 3—Fashion accessory with communication ability for socially
conscious people
Concept 4—Communication device coupled with music capability
Concept 5—Phone complete with social media applications for
socially networked people
These concepts are derived from the basic idea given to solving
peoples’ need to stay in touch with other.
ii. Concept Testing:

Concepts are expanded ideas.

The concepts developed are tested with consumers to find out
whether the idea is worth taking forward.
A number of concerns arise at this stage regarding concept’s appeal,
understanding, and relative superiority over other options in terms of
preference, believability, and willingness to try and buy.
For testing purposes, the concepts may be verbally described,
expressed through pictures, or developed into a physical form.
These are then shown to a select group of consumers who are probed
by asking questions meant to check their understanding of the concept,
concept believability, and perceived superiority over existing options in
relation to its reasonable pricing, and probability of purchase.
Typically, the types of questions that can be asked when a concept is
being tested.
3rd Stage: Market Strategy
3rd Stage: Market Strategy
3rd Stage: Market Strategy
3. Marketing Strategy Development

 After the scrutiny of alternative concepts, the next task is to

conceptualize its marketing strategy.
 The idea here is to achieve clarity on certain questions related to
marketing.
 Marketing is about segmentation, targeting, and positioning and
arriving at an appropriate marketing mix.
Following are some important aspects related to marketing strategy:
i. Target Market:
Targeting is only possible when target consumers are described in terms of their
identifiable descriptors such as age, income, and location.
For instance, in our case the target market can be described as ‘people in the age
group of 15—25 years located in urban areas with affordability to spend around
Rs.10,000 who listen to music about 3—4 hours a day’.
The statement of target market must be able to meet the criteria of effective
targeting.
ii. Marketing Mix:
It represents the aspects related to strategy execution. Marketing is about being
able to meet consumer needs profitably.
For these decisions would have to be taken in the area of labelling, packaging,
pricing, discounts, promotions, advertising, and channels and logistics.
For instance, continuing with the case of music phone the marketing mix elements
can be elaborated upon as a brand that would be called ‘music express’ and would
be made available in three variants.
Each of the variants would be manufactured in three colours that will be indicative
iii. Objectives:
It is said that what cannot be quantified cannot be managed.
Therefore, targets have to be established in various areas related to
marketing strategy.
 To begin with, a clear statement has to be made about marketing goals
and objectives that the product in question must achieve in a given
period of time.
Distinction has to be made between objectives and goals.
Abstract statement like the product should achieve decent sales, share,
and profit is meaningless.
The question is what is meant by ‘decent’. Therefore, goals need to be
spelled out in quantitative terms.
For instance, the objective may be stated as that the product is
expected to achieve a sales target of Rs.10 crore in the first year that
should yield an estimated 5 percent net profit.
4th Stage: Business Analysis
4 Stage: Business Analysis
th
5th Stage: Product Development
 5.Product Development

 We have three steps in this stage, when a paper idea is duly converted into a
physical product-
(a) prototype development giving visual image of the product,
(b) consumer testing of the model or prototype, and
(c) branding, packaging and labeling.
 Consumer testing of the model products will provide the ground for final selection
of the most promising model for mass production and mass distribution.
 Initial stages with broad design parameters
 Produce early prototypes
 Show and obtain feedback from end users
 Refine design
 Fine tune & finalise design
 Vary formulations on key ingredients
 Conduct product testing amongst end users
 Experimental designs offer most powerful learning
 Optimise final design and packaging
6th Stage: Market Testing
 6. Test Marketing

 Test marketing is done to find out market response on a mini scale.

 It can provide a glimpse into whether the envisaged marketing
strategy would be effective if the product is launched in the entire
market.
 In test marketing, data are collected on specific outcomes such as
customer trial, repurchase, satisfaction, advertising recall, product
recognition, dealer response, and dealer satisfaction.
 It must be understood that results of test marketing are useful only
when it simulates actual market conditions.
 Discrepancies in firm’s marketing efforts or differences of test market
with the actual market can lead the company into taking wrong
Test Marketing
•Simulated Test Market
•Live Test Market
Simulated Test Market (STM)
Similar to Concept Test but with product
Provide samples to consumers who are
Interested in the concept
Measure both trial potential and reaction to product
Reaction to product is used to forecast repeat rate
Volume is forecasted on basis of both the trial forecast and the repeat
forecast
Live Test Market (LTM)
•To measure actual sales volume
• Controlled – Behaviour Scan
• Conventional –normal channels
•Track sales rate, trial, repeat
•Compare to goals and identify gaps
7th Stage: Commercialization
 7. Commercialization

 Commercialization is the last stage in the new product

introduction process.
 If data collected in the test marketing stage provides
positive indications then the product is considered ready
for full-scale launch.
 Product commercialization commits the firm to the
product’s introduction in the market. This involves
incurring costs on real basis.
 First, the product has to be manufactured or outsourced.
 If production is to be done in-house then questions arise
about the existing plant’s scale.
 A full-scale launch would involve commitment of
resources on building distribution network, appointment of
dealers, sales force appointment and training, advertising,
and promotion budget.
Broadly four aspects are important at this stage:
i. Timing:
A company must decide the exact time of launch of the new product.
Several issues come to fore with regard to timing.
For instance, it is no good to launch an air conditioner during the winter
months or a woollen jacket in the summer months.
If the new product seeks to replace an old one, then its launch should be
postponed till its previous stocks are exhausted.
ii. Where:
There are two options with regard to geographical strategy of the launch.
The company may choose from full-scale national or international launch or
start with a limited area.
Going for a full- area launch requires enormous resources, capital,
confidence, and capacity.
Therefore, firms opt for a gradual roll-out starting with one region to the
other.
iii. Target:
New products do not appeal to all potential consumers equally.
People differ in their receptiveness of new products and ideas.
Therefore, consumers with best responsiveness should be chosen at the
launch stage.
Technically, the right prospects for any new product or service are
innovators.
Innovators are psychologically inclined to try out new things.
The ideal target consumer is the one, who is an early adopter, heavy
user, spreads word-of-mouth communication, and is accessible at low cost.
iv. How:
This aspect concerns how marketing mix elements are orchestrated.
The allocations must be made to different, marketing mix elements.
For instance, what arrangements are made for the product’s movement
from place of production to place of consumption or how the product
 4.Opportunity identification
At this step, scan the environment to
determine what unfulfilled needs or desires
are in the marketplace. Ideas can also come
from employees, managers, customers,
suppliers, research and development
departments, and even your competitors.
You need to carefully define your
market at this stage to set the
scope of the market and to
determine your competition
Opportunity identification
A market can be defined by
customer needs,
demographics, price, and
product type, among other
criteria.
 Opportunity identification
Finally, you must carefully analyze these opportunities to
determine if they're feasible and useful in helping your
company achieve its objectives.
 Product Planning
&
Development Process
Notes
Idea Generation (Opportunity Idea Screening
Identification)
Internal sources This process involves shifting through the
Company employees at all ideas generated above and selecting ones
levels which are feasible and workable to
External develop.
sources
Customers Pursing non feasible ideas can clearly be
Competitors costly for the company.
Distributors
Suppliers
Outsourcing

Concept Development and Testing Market Research Options

Done by Marketing and/or Advertising (Strategy)
Qualitativ Depth
Agency
Conducting “Focus Groups” e Interviews Focus
Objectives Groups Expert
•Judge whether the concept fits the Quantitativ Judgment
opportunity area, and constraints e
Pre-Prototype Post-
•Refine and / or describe the product Prototype
concept Surveys Product Use
What it is : Conceptual Tests Test Lab Test
What benefit(s) will it deliver to the user Perceptual Maps Market Test
Key information – size, varieties, package, Conjoint Market
Business Analysis

Evaluate the marketing plan will special

emphasis on sales , cost, profit
estimates. Must pass the business test
criteria for further development

Product Development

•Initial stages with broad design parameters

• Produce early prototypes
• Show and obtain feedback from end users
• Refine design

•Fine tune & finalise design

• Vary formulations on key ingredients
• Conduct product testing amongst end
users
• Experimental designs offer most powerful
learning
Commercialisatio
n
• National expansion of product
• Develop market rollout plan
• Can involve significant capital investment
•Brick & Mortar : Equipment
• Can involve distribution costs
•Slotting fees : Sales incentives
• Build product into a “Platform”
•Maintain growth and sustain competitive advantage
 5. Product Planning
 Product Planning determines the characteristics of product best
meeting the consumer’s numerous desires, characteristics that add
stability, to products and incorporates these characteristics into the
finished product.
 Product planning involves devising procedures to evaluate the
performance of products and planning the modification where
necessary, of existing products aimed at extending their lives, the
deletion of those products which have reached the terminal stage of
their lives and the development and marketing of new products
Product planning signifies three important considerations:
a) Development and introduction of new products.
b) Modification of existing lines as may be needed in terms of changing
customer needs and preferences.
c) Discontinuance or elimination of marginal or unprofitable products.
Main Objectives of Product Planning Process
i. To meet the customer needs – Successful marketing lies in identifying and meeting
customer needs. This makes possible delivering customer satisfaction.
ii. To increase the sales – Product planning enables a company to manufacture appropriate
products which satisfy customer expectations and thereby increase sales.
iii. To optimally utilize resources – Every company has limited resources in terms of money,
material and human resources. Product planning enables the company to make the best use of
such limited resources by channelizing them towards the most appropriate products.
iv. To analyze the company’s strengths and weaknesses – Product planning analyzes the
strengths and weaknesses of the company in the light of the market requirements. This enables
the company to consolidate on its strengths and overcome its weaknesses.
v. Survival of the firm – Product planning enables a company to survive in a highly competitive
market through its components such as product innovation, renovation and elimination.
vi. Commercial success – Product planning enables a company to achieve commercial success
by coordinating the activities of all the specialists in the company who contribute to the product’s
performance in the marketplace. This is done through product development teams, marketing
executives, quality managers and sales representatives.
vii. Achieving the goals of marketing management – Product management and marketing
management share similar objectives, which are to maximize revenue and profit by meeting
customer needs.
viii. To plan effectively – A key objective for product management is planning and developing
6.Innovation in Product Developmen
 Product innovation is defined as “the development and market
introduction of a new, redesigned, or substantially improved good or
service.”
 It’s not only about developing something new and original, it’s also
about taking what’s already there and making it much better
 Four reasons to pursue innovation as a driver of business success:
•Expansion. Successful innovation begets more innovation, which by
nature enables your business to scale and grow.
•Competition. The unique solutions you develop help differentiate
your business among the competition, giving a boost to your own
revenue while nudging the entire industry in a positive direction.
•Customer retention. Innovation helps ensure that what you sell
doesn’t become irrelevant or stop meeting the needs of your
customers.
•Talent acquisition. Top-tier employees want to work for businesses
Innovation in Product Development
Innovation in Product Development
Innovation in Product Development
Innovation in Product Development
Types of Innovation :
(a) Product Innovation
(b) Process Innovation

(a)Product innovation
It is launching new or improved products or services on to the markets.
Product design is normally the first step immediately after accepting
the concept of the product.
Product design has direct impact over selection of processing
equiments & methods, plant layout and in- process material flows.
A proper product design ensures that

the intended functions are discharged by the product

it can be manufactured with ease in the factory

Examples of Product innovation :

When people think of innovation, often, they’re thinking of

product innovation.
Product innovation can come in three different forms.
1)The development of a new product, such as the Fitbit or
Amazon’s Kindle.
2) An improvement of the performance of the existing product,
such as an increase in the digital camera resolution of the
iPhone 11.
3)A new feature to an existing product, such as power windows
to a car.
Reasons for Change in Product Design / Product Redesign
(Drivers of product innovation)

Change in customer requirements Adding more functions / attributes

Increasing saleability (appearance etc.) Enhancing ease in manufacturing
Tapping new markets or market segments Increasing product’s life cycle
Enhancing convenience to use

Technological advancements and progress

Standardization and simplification efforts in an organization. ---
Simplification aims at reducing product complexity and Standardization
seeks manufacture of standardized products and dropping what is
unnecessary or superfluous.
Improving quality Improving product reliability
Maintaining technological leadership Reducing processing and
manufacturing costs Gaining competitive edge
(b) Process innovation
It is finding better or more efficient ways of producing existing
products or delivering existing services.
It means the complete delineation and description of specific steps
in the production process and the linkages among these steps that
will enable the production system to produce products / provide
services as per the goals / policies of the organization.
Like product design, process design is very crucial to the success of
an organization.
Process design directly influences plant layout.

It affects processing wastage and quality of output.

The process design decision influences processing time, in-process-
inventories and processing costs.
It influences capability of an organization to make timely deliveries.
Process innovation
Examples of Process innovation :

One of the most famous and groundbreaking examples of

process innovation is Henry Ford’s invention of the world’s first
moving assembly line. This process change not only simplified
vehicle assembly but shortened the time necessary to produce
a single vehicle from 12 hours to 90 minutes.
Reasons for changing in Process Innovation
(Drivers of process innovation)

 For controlling and reducing process wastage For improving quality of

output
 For controlling and reducing work in process inventories
 For reducing processing time For reducing processing costs For
improving process efficiency For improving productivity
 For improving ease in manufacturing For ensuring timely deliveries

 For reducing health hazards and improving safety of workforce

Steps inProcess Innovation
Proper Planning as to focus area of innovations; deciding about use of
technological tools for mechanization, computerization & automation;
setting targets, goals; deciding timeframe of commercialization etc.
Creating a multifunctional team of Technical, Production and
Maintenance Department
Selecting a small group of operators and workers, seeking their
participation in process innovation though communication, counselling,
training and rewards etc.
Pilot run of the new process

Observations and improvements in the new process based on feedback

from pilot testing
Large scale training of entire work force Commercial use of new
Process
Tools for Process Innovation :
Developing Assembly Charts for studying conceptual framework of
material flow
Developing Process Charts for studying conceptual framework of
process flow
Computer Aided Designing (CAD), Computer Simulation

Time Study for comparing time taken for various operations and
tasks
Value Engineering and Analysis Business Process Reengineering
Benchmarking
Using Change Management Strategies Financial Appraisal
THANK YOU