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Design Thinking: A Primer
Dr. Pavan Soni
Innovation Evangelist and Founder
Inflexion Point Consulting
www.pavansoni.com
• Founder and Innovation Evangelist at Inflexion Point
• PhD from IIM Bangalore (Corporate Strategy & Policy)
• Former Innovation Evangelist at Wipro (6 years)
• Only Indian to be shortlisted for the Financial Times and McKinsey Business
Book of the Year Award- 2016
• Bachelor of Engineering- MBM Engineering College Jodhpur (Branch Topper)
and PGDIE- NITIE Mumbai
• Recipient of ‘On-the-Job Achiever Award’- Lakshya- CII Mumbai in 2007 for
the work on Innovation
• Associated with Karnataka Knowledge Commission, Bangalore Chamber of
Industry and Commerce and CII
• Columnist at YourStory, India’s leading magazine for entrepreneurs
• Speaker at TEDx BITS Goa, SIBM Pune and HewlettPackardBangalore
• Advisor to Founder Institute, UpGrad, Utilis Capital, and Bhive.
• Coach at NSRCEL – IIM Bangalore.
• Mentor at Budli.in, Brainstars, Silver Talkies, and ChalknPaper
READING | WRITING | TEACHING | COACHING
www.PavanSoni.com
linkedin.com/in/pavansoni
facebook.com/drpavansoni
@Pavan_Soni
youtube.com/user/innov6
www.PavanSoni.com 2
About Dr. Pavan Soni
Session objective
• An overview of principles and practices of Design Thinking
• Hands-on engagement on important techniques of Design Thinking
• How to frame problem or opportunities
• Generating and validating ideas
• Creating a business case based
Topics covered
• Design Thinking Process
• Principles of Design Thinking
• Discovery techniques
• Opportunity framing
• Mind mapping + Brainwriting
• Idea shortlisting framework
• Prototyping
• Storytelling / Storyboarding
• Value proposition map
Design Thinking Process:
✓ Design Thinking is a ‘process’
✓ It all starts with ‘Discovery’
✓ Ideation comes later, first is the problem
✓ It’s an iterative process✓ Successive phases of
divergence and convergence
Principles of Design Thinking
Customer centricity
Rapid iteration Visual thinking
✓ Empathetic ✓ Storytelling ✓ Customer validation
✓ Prototyping ✓ Quick and dirty ✓ Look/ Feel/ Work
✓ Mind mapping✓ Art and craft ✓ Storyboarding
Discovery
• Empathy mapping
• Pain-Gain analysis
• Appreciative inquiry
• Day in Life scenario
• Buyer personas
Day in life scenarios
8/24/2017 Pavan Soni | www.PavanSoni.com | 12
Source: https://www.iprogrammer.com/how-a-mobile-wallet-can-be-used-a-full-day-example/
Opportunity framing
Does my challenge drive toward ultimate
impact, allow for a variety of solutions, and
take into account context?
Ideation
• Mind mapping + Brainwriting
• Moment of Truth Analysis
• Non-customer analysis
• Extreme user/ scenario analysis
Moment of Truth Analysis
www.PavanSoni.com 21
Pre-purchase Purchase Usage Repurchase
Value for money
Risk reduction
Convenience
Securing the non-customers
Soon to be non-customers
Refusing non-customers
Unexplored non-customers
Prospecting non-customers
Securing the non-customers
Soon to be non-customers
Refusing non-customers
Unexplored non-customers
Why are they likely to leave
you?
Ideas of securing their commitment
Why don’t the buy from you?
Ideas of getting them to try your
offerings
Why haven’t you even considered
them?
Ideas of exploring such customers
Prospecting non-customers
Why aren’t they able to make a
decision?
Ideas of tipping their choices
Four extreme contexts
8/24/2017 Pavan Soni | www.PavanSoni.com | 25
Extreme customers Extreme environments
Extreme regulation/ policy changes Extreme competitive threats
Movie subtitles Volvo interiors design OLA boats Local train handle design
Paytm’s QR codes OLA auto booking Indigo rampHand sanitizer
Four extreme contexts
8/24/2017 Pavan Soni | www.PavanSoni.com | 26
Extreme customers
Extreme environments
Extreme market changes
Extreme competitive threats
Concepts learnt
Always start with the problemStart
Invest in framing the opportunity well Frame
Go for quantity of ideasLarge
Validate during the journeyValidate
Visualize your thinking and work Visualize
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Useful references
• IDEO U: https://www.ideou.com
• Creative Confidence: https://www.creativeconfidence.com
• TED Talk by Tim Brown: https://www.ted.com/talks/tim_brown_urges_designers_to_think_big
• IDOE Cases on Design Thinking https://www.ideo.com/work
• Design Kit http://www.designkit.org