PRE-CLASS ASSIGNMENT

PROFESSIONAL COURSE
28/05/2022
GLRB 0010
COURSE NAME:
DESIGN THINKING FOR ENTREPRENEUR

NAME THURKHESAN MURUGAN

From my point of view, the similarity between both definitions given by Brown and InVision is 5
stages of design thinking process (Empathize, Define, Ideate, Prototype, Test) are actually
extracted from the initial definition of 3 spaces of design thinking processes defined by Brown
which are “Inspiration, Ideation, Implementation”. These three phases are broken down into
five actionable stages which means that they’re interconnected. Besides, both definition by
Brown and InVision have same approaches in solving the problems whereby both refers to
user’s perspective. Human centered exploration done in inspiration phase to understand the
core customer base in both.

2. The step called ‘Empathise’ is a very important and crucial part in Design Thinking.
Elaborate this ‘Empathise’ step and explain how it should be executed in order to offer
effective solutions.

The first stage of the design thinking process allows you to gain an empathic understanding of
the problem you are trying to solve. You will consult experts to find out more about the area of
concern, and conduct observations to engage and empathize with your users. You may also
want to immerse yourself in your users’ physical environment to gain a deeper, personal
understanding of the issues involved—as well as their experiences and motivations. Empathy is
crucial to a human-centered design process such as design thinking as it allows design thinkers
to set aside their own assumptions about the world and gain real insight into users and their
needs. Depending on time constraints, you will gather a substantial amount of information at
this stage to use during the one that follows. The main aim of the Empathize stage is to develop
the best possible understanding of your users, their needs and the problems that underlie the
development of the product or service you want to create.

3. Describe how the IDEO Design Thinking team have helped Shimano, the manufacturer
of bicycle components, to revisit the Shimano design approach in order to improve the
company’s growth.

Shimano collaborated with IDEO team as they were having flattening business growth. IDEO DT
team approached the three phases of design thinking. At first, during the inspiration phase, both
team worked on identifying appropriate constraints for the project. They started focusing more
broadly than on the high-end market where they have problem as 90% of American adults don’t
ride bikes. Looking for new ways to think about the problem, the team members spent time
with all kinds of consumers. They discovered that nearly everyone they met rode a bike as a
child and had happy memories of doing so. They also discovered that many Americans are
intimidated by cycling today by the retail experience (including the young, Lycraclad athletes
 who serve as sales staff in most independent bike stores); by the complexity and cost of the
bikes, accessories, and specialized clothing; by the danger of cycling on roads not designed for
bicycles; and by the demands of maintaining a technically sophisticated bike that is ridden
infrequently. They did human-centered exploration by looking its insights from people outside
Shimano’s core customer base which led to the realization that a whole new category of
bicycling might be able to reconnect American consumers to their experiences as children while
also dealing with the root causes of their feelings of intimidation—thus revealing a large
untapped market. Later, the design team came up with the concept of “Coasting” which aims to
entice lapsed bikers into an activity that was simple, straightforward, and fun. The design team
didn’t stop with the bike itself. In-store retailing strategies were created for independent bike
dealers, in part to alleviate the discomfort that biking novices felt in stores designed to serve
enthusiasts. IDEO team also developed a brand that identified Coasting as a way to enjoy life.
(“Chill. Explore. Dawdle. Lollygag. First one there’s a rotten egg.”). In addition, it designed a
public relations campaign by collaborating with local governments and cycling organizations that
identified safe places to ride. Although many others became involved in the project when it
reached the implementation phase, the application of design thinking in the earliest stages of
innovation is what led to this complete solution. The team also created a reference design to
inspire the bike companies own design teams which leads to seven more bicycle manufacturers
signed up to produce Coasting bikes in 2008.

4. Aravind Eye Care System, founded by Dr. Venkataswamy Aravind, is one of the biggest
eye care provided in the world [1]. Aravind’s approach towards establishing the Eye
care system is viewed to be in some way ‘inherit’ the Edison’s world view of electric
power system invention. Discuss the similarity of the design approach taken by
Aravind and Edison.

Aravind’s execution of its mission and model is in some respects reminiscent of Edison’s holistic
concept of electric power delivery. whom made it a profession that blended art, craft, science,
business savvy, and an astute under- standing of customers and markets. His concept is similar
to Thomas Edison where he understood people’s need that mere a bulb isn’t enough so he
generated the electric power supply as well. Likewise, Aravind understand the rural populations
where unaffordable or unavailable health care and decided to deliver eye care by bringing both
preventive care and diagnostic screening to the countryside with his innovative idea. He always
provide solutions to all the challenges he faced just like Edison whereby. For instance, due to
lack of access, Aravind’s hospitals are located far from urban centers so that business goes
beyond ophthalmic care per se to transmit expert practice to populations that have historically
lacked access.
 He also implemented team-based approach to innovation just like Edison where the company
operates with its network of hospitals and held “eye camps” Aravind’s problem solving
approaches of design thinking similar to Edison which featured endless rounds of trial and
error—the “99% perspiration” in Edison’s famous definition of genius. For example, since access
to transportation is a common problem in rural areas, the company provides buses that take
patients needing further treatment to one of its urban facilities and then home again. Later in
few years, the solution was bolstered its diagnostic capabilities in the field with telemedicine
trucks, which enable doctors back at Aravind’s hospitals to participate in care decisions.
Innovation is hard work but Aravind deals with it design thinking approaches similar to Edison.
Furthermore, the problem he faced when Aravind faced problem as the suppliers costs a pair of
intraocular lenses made in the West at $200 which is very expensive. Instead of persuading
them, he decided to build his own solution just like Edison come up with his own innovations.
He built manufacturing plant in the basement of one of its hospitals which is an inexpensive
technology to produce lenses for $4 a pair. Throughout its history—defined by the constraints of
poverty, ignorance, and an enormous unmet need—Aravind has built a systemic solution to a
complex social and medical problem.

5. Outline the steps taken by Bank of America developing its product – Keep the Change.
Also elaborate what has inspired the design team to propose the product.

First of all, as a way of applying design thinking in the innovation of its product, Bank of America
seek outside help from IDEO to work with a team from the bank. They helped in identifying a
consumer behavior that many people will recognize Bank of America’s innovation was to build
this behavior into a debit card account. They innovated in a way that customers who use their
debit cards to make purchases can now choose to have the total rounded up to the nearest
dollar and the difference deposited in their savings accounts. The success of this innovation lay
in its appeal to an instinctive desire we have to put money aside in a painless and invisible way.
Keep the Change creates an experience that feels natural because it models behavior that many
of us already exhibit. To be sure, Bank of America sweetens the deal by matching 100% of the
change saved in the first three months and 5% of annual totals (up to $250) thereafter. This
encourages customers to try it out. But the real payoff is emotional: the gratification that comes
with monthly statements showing customers they’ve saved money without even trying. Keep
the Change demonstrates that design thinking can identify an aspect of human behavior and
then convert it into both a customer benefit and a business value.
6. Share you view on the main difference between the Design Thinking and conventional
design approach in designing solutions. Also give your views on the important factors
that should be considered in Design Thinking approach to ensure effective solutions
can be proposed.

In my opinion, conventional thinking is the usual common way of thinking and doing things at
workplace, in your family and society in daily basis. Conventional thinking tends to lead to
conforming to cultural norms in behavior and thinking while design thinking is thinking out of
the box in a creative and innovative way within our capabilities to provide the perfect effective
solution for the problem we face or others facing. Design thinking is the better approach that
everyone should exercise in daily challenges and problems. Innovative solutions always benefit
the users with the prototypes and testing as well as giving opportunity for corrections and
enhancement. Factors need to be considered in Design thinking is mainly the users ‘mindset and
understand the root cause of the problems. Alternative solutions and assumptions should be
taken in consideration and later on test it with the real users’ before producing the final product
or solution. Prototype must be made with all the specific features for the users to understand
fully on the uses. It takes time but it worth it when the solution paid off at the end of the
process. It’s all about trials and errors but every error is a learning process. It satisfies the
human needs based on the situation and technological changes. For instance, Grab is a transport
company which was initially providing e-hailing services but then later on modified their services
to provide food delivery as well which eventually doubled up their profits. They knew their
customers’ needs and wants and enhancing services based on their customers’ perspectives.

7. Based on the IDEO [3], multi-disciplinary team formation is one of the requirements to
ensure successful design. Elaborate this points in context of design.

A multidisciplinary team approach brings professionals with different skills and expertise
together to solve a problem. You’ll find multidisciplinary team examples in health care,
education, business and community organizations. By bringing a wide variety of team
members together, you can broaden the conversation, solve problems and realize faster
outcomes. The concentrated effort of many hands and minds is transformative in most
organizational applications.