Design Thinking Techniques for Innovation: A Comprehensive Overview

This presentation provides a comprehensive overview of various design thinking techniques for innovation such as visualization, journey mapping, rapid concept development, assumption testing, storytelling, customer co-creation, post-its, value chain analysis, mind mapping, and learning launches. The challenges associated with the implementation of each technique are also discussed.

DESIGN THINKING
TECHNIQUES
NAME OF THE STUDENT
STUDENT ID
NAME OF THE UNIVERSITY

VISUALIZATION
 THE METHOD INVOLVES IMAGES AND
PICTORIAL PRESENTATION FOR THE
AUDIENCE TO OBTAIN INSIGHTS BY
THINKING (SCOTT, 2015).
 THE PROCESS IS A SELF ADMINISTERED
METHOD WHERE THE INDIVIDUAL WILL
TRY TO OBTAIN THE KNIOWLEDGE
FROM HIS OWN THINKING.
 THE GROUP IS ABLE TO EVALUATE THE
CHALLENGES IN IMPLEMENTATION OF
THE METHOD WITH A PRECISE FOCUS
ON THE MISINTERPRETATION OF THE
MESSAGE SHOWN IN THE VISUALS.

JOURNEY MAPPING
 THE METHOD FOLLOWS THE CUSTOMERS’ JOURNEY
WHILE INTERACTING WITH ANY ORGANIZATION
REGARDING THE SERVICE OR ANY PRODUCT OF
THAT PARTICUALR ORGANIZATION.
 THE METHOD FOLLOWS FOUR STEPS WHICH ARE
INQUIRY OR AWARENESS, COMPARISON,
CONSIDERATION, PURCHASE, INSTALLATION,
RETENTION AND ADVOCACY (LEMON & VERHOEF,
2016).
 THE GROUP IS ABLE TO ASSESS THE CHALLENGES
IN IMPLEMENTATION OF THE METHOD IN THE FORM
OF CUSTOMER’S VARYING EMOTION WHICH WILL
BE SIGNIFICANTLY AFFECTING THE JOURNEY
MAPPING OF THE CUSTOMER.

RAPID CONCEPT
DEVELOPMENT
• THE METHOD INVOLVES THREE STAGES.
• THE FIRST ONE IS THE CONNECTION BETWEEN
CUSTOMER DEMANDS ALONG WITH THE VALUE
CHAIN INSIGHTS WHICH CREATES IMPORTANT
IDEAS (PRAKASH, SRIDHAR & ANNAMALAI, 2014).
• THE NEXT ONE IS THE CONVERSION OF THE
IDEAS IN FORM OF EXCITING BUSINESS
CONCEPTS.
• THE THIRD ONE IS THE ELABORATION OF THE
BUSINESS DESIGN BASED ON THE CONCEPTS.
• THE MAJOR CHALLENGE IN THE IMPLEMENTATION
DETECTED BY THE GROUP IS THE POSSIBILITY OF
THE ASSOCIATION OF IMPURITY ALONG WITH THE
MARKET INSIGHTS.

ASSUMPTION TESTING
 THE PROCESS OF ASSUMPTION ANALYSIS
INCLUDES THE IDENTIFICATION OF THE
ASSUMPTIONS THAT ARE RESPONSIBLE FOR THE
ATTRACTIVENESS OF THE NEW BUSINESS IDEAS
(LIEDTKA, 2015).
 IT INVOLVES THE ASSESSMENT OF THE
AVAILABLE DATA IN ORDER TO FIGURE OUT THE
POSSIBILITY OF THE ASSUMPTIONS IN
BECOMING TRUE.
 THE CHALLENGE IN IMPLEMENTATION OF THE
DESIGN WILL ARISE FROM THE DATA TESTING
PROCEDURE WHERE THE UNAVAILABLE DATA IS
A MAJOR PIOINT OF CONCERN FOR THE

STORYTELLING
o THE STORYTELLING ENABLES THE
AUDIENCE TO HAVE A BETTER AND
INTERACTIVE PRESENTATION OF THE
SERIES OF POINTS (KESHAVARZ & MAZÉ,
2013).
o THE METHOD HAS THE ADVANTAGE TO
MAKE THE ANALYSIS SIGNIFICANTLY
REALISTIC TO THE AUDIENCE
o THE GROUP IS ABLE TO IDENTIFY THAT
THE MAJOR PROBLEM IN THE
IMPLEMENTATION OF THE MENTIONED
DESIGN TECHNIQUE WILL AGAIN BE
ISSUE OF INCORRECT INTERPRETATION.

CUSTOMER CO-CREATION
 THE METHOD INCORPORATES THE CUSTOMERS ALONG
WITH THE MANAGERS IN A MUTUAL COMMUNICATION
REGARDING THE GENERATION AND DEVELOPMENT OF
THE NEW AND INNOVATIVE BUSINESS IDEAS.
 IT HELPS THE CUSTOMER TO HAVE THEIR SAY IN THE
OPERATIONS OF THE ORGANIZATION.
 IT ALSO ENABLES THE ORGANIZATION TO INCREASE
THE CUSTOMER LOYALTY (RIHOVA ET AL. 2015).
 THE CHALLENGES IN THE IMPLEMENTATION WILL BE
THE DIFFERENCE IN THE CHOICES AND THE
PREFERENCES OF THE CUSTOMERS IN THEIR
RECOMMENDATION TO THE MANAGERS AS IT WILL BE
DIFFICULT TO SUM UP ALL THE DIFFERENT BUSINESS
CHOICES.

POST-ITS
 POST-ITS ARE BASICALLY TEXTUAL
PAPER MESSAGES WHICH ENABLES
THE INDIVIDUALS TO WRITE DOWN
THEIR OWN IDEAS FOR FUTURE USE.
 THE PROCESS ALSO ENABLES
OTHERS TO GET ACCESS ON THE
SUMMARIZATION OF THE IDEAS IN
THE FORM OF POST-ITS.
 THE MAJOR CHALLENGE IN THE POST-
ITS METHOD LIES IN THE WRITING OF
THE INDIVIDUALS AS THE SHORT
DESCRIPTION IN THE POST-ITS WILL
ONLY BE PERFECTLY DESCRIBED BY
THAT PARTICULAR INDIVIDUAL.

VALUE CHAIN ANALYSIS
 THE VALUE CHAIN ANALYSIS IS A
METHOD WHERE THE ORGANIZATION
INTERACTS WITH THE PARTNERS OF THE
VALUE CHAIN IN ORDER TO PRODUCE
NEW OFFERS TO THE CUSTOMERS.
 IT ENABLES THE ORAGNIZATION TO
LOOK FOR THE INCREMEMNT OF THE
VALUES FOR THE CUSTOMERS AND
ALSO HELPS THE ORGANIZATION TO
INVENT THE CAPABILITY OF THE VALUE
CHAIN
 THE GENERAL PROBLEM ASSOCIATED
WITH THE METHOD ACCORDING TO THE
GROUP WILL BE THE VARIATION IN
RESPONSE FROM THE VALUE CHAIN
PARTNERS.

MIND MAPPING
 THE PROCESS INTEGRATES THE OTHER
IDEAS TO THE BASIC FUNDAMENTAL
CONCEPT.
 IT PROVIDES A LINKING BETWEEN THE
GENERATION, VISUALIZATION,
FORMATION OF THE STRUCTURE AND
CLASSIFICATION OF THE IDEAS IN
ORDER TO SEARCH FOR THE PATTERNS
AND CRITERIA WHICH WILL PROVIDE
THE FFUNDAMENTAL DESIGN CRITERIA.
 THE CHALLENGES IN IMPLEMENTING
THE METHOD WILL BE ISSUE OF
SUITABLE INTEGRATION BETWEEN THE
FUNDAMENTAL IDEA AND THE OTHER
SUPPORTING CONCEPTS

LEARNING LAUNCHES
 IT TESTS THE IMPORTANT VALUE CREATING ASSUMPTIONS OF A
POTENTIAL AND PROBABLE NEW GROWTH INITIATIVE IN THE
INDUSTRY.
 THE GROUP IS ABLE TO COMMENT ON THE ADVANTAGE OF THE
METHOD IN CONDUCTING THE LEARNING EXPERIMENT IN A
SIGNIFICANTLY QUICK AND INEXPENSIVE MANNER TO GATHER
MARKET DATA.
 IT CAN ALSO BE FELT AS THE EXTENSION OF THE CO CREATION
PROCESS BUT HERE THE CUSTOMERS ARE INVITED TO PUT
THEIR MONEY RATHER THAN JUST RECOMMENDATION.
 THIS WILL GIVE THE ORGANIZATION THE CLEAR PICTURE
REGARDING THEIR POTENTIAL CUSTOMERS

REFERENCES
KESHAVARZ, M., & MAZÉ, R. (2013). DESIGN AND DISSENSUS: FRAMING AND STAGING PARTICIPATION IN DESIGN
RESEARCH. DESIGN PHILOSOPHY PAPERS, 11(1), 7-29.
LEMON, K. N., & VERHOEF, P. C. (2016). UNDERSTANDING CUSTOMER EXPERIENCE THROUGHOUT THE CUSTOMER
JOURNEY. JOURNAL OF MARKETING, 80(6), 69-96.
LIEDTKA, J. (2015). PERSPECTIVE: LINKING DESIGN THINKING WITH INNOVATION OUTCOMES THROUGH COGNITIVE
BIAS REDUCTION. JOURNAL OF PRODUCT INNOVATION MANAGEMENT, 32(6), 925-938.
PRAKASH, W. N., SRIDHAR, V. G., & ANNAMALAI, K. (2014). NEW PRODUCT DEVELOPMENT BY DFMA AND RAPID
PROTOTYPING. ARPN J ENG APPL SCI, 9(3), 274-279.
RIHOVA, I., BUHALIS, D., MOITAL, M., & GOUTHRO, M. B. (2015). CONCEPTUALISING CUSTOMER‐TO‐CUSTOMER VALUE
CO‐CREATION IN TOURISM. INTERNATIONAL JOURNAL OF TOURISM RESEARCH, 17(4), 356-363.
SCOTT, D. W. (2015). MULTIVARIATE DENSITY ESTIMATION: THEORY, PRACTICE, AND VISUALIZATION. JOHN WILEY & SONS.