University Design Thinking Report: MGMT20140 Module Reflection

This report is a comprehensive reflection on the application of design thinking principles for managers, focusing on both knowledge and personal development. The student analyzes various aspects, including visualization (journey mapping), brainstorming, persona development, leadershi...Read More

Running head: DESIGN THINKING FOR MANAGERS
Design Thinking for Managers
Name of the Student
Name of the University
Author Note

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Executive Summary:
In this paper I have discussed about the design thinking concepts and tools. My paper
primarily informs my understanding of the knowledge development and personal
development attributes. In this paper I have covered various aspects such as the visualization,
persona, brainstorming, leadership skills, presentation skills, confidence and self -esteem.
This paper also assesses my strengths and weakness in each of the aspects with a precise
understanding of the weaknesses of mine in the mentioned aspects, the paper recommends
some important practices such as post its, Osborn Checklist, Six Thinking Hats, parameter
based performance evaluation and increasing my participation in the interactive sessions.

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Table of Contents
Introduction:...............................................................................................................................3
Knowledge Development:..........................................................................................................4
Visualization (Journey Mapping):..........................................................................................4
Brainstorming:........................................................................................................................5
Persona:..................................................................................................................................6
Personal Development:..............................................................................................................7
Leadership Skills:...................................................................................................................7
Confidence and self -esteem:.................................................................................................8
Presentation Skill:..................................................................................................................9
Action Plan:................................................................................................................................9
Conclusion:..............................................................................................................................11
References:...............................................................................................................................13

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Introduction:
I have observed that the dynamics of the modern business world has changed in a
notable manner and is forcing the professionals for the effective improvement of considerable
number of skills. It has come under my observation that various business environment places
the companies in such a position where their hard and fast rule of success is limited. Under
such situation, I have seen the companies to face the necessity of strategizing in such a
manner that it effectively prepares them for the efficient management of the uncertainty
associated with the conduct of their business and the business environment. I have also
noticed that the role of the business leaders in managing the uncertainty of the business
environment is seen to be largely dependent on their ability of visionary leadership along
with the understanding and managing the needs of the stakeholders associated with their
business (Dunne et al., 2016). Hence, the capability of the business managers or the leaders in
thinking creatively, is considered to be a significant attribute for their success in managing
the eve changing business environment.
From my research I have found out that the creative thinking or design thinking
enables the leaders of the businesses to achieve the much required flexibility in their style of
business management (Mootee, 2013). I think that the importance of design thinking for the
efficient management of the business, in the modern world of business, is pretty prominent.
Other than this, I also would like to point out that success of the individuals in the
professional and personal context, is observed to be significantly dependent on the leadership
skills, presentation skills along with the confidence and the self -esteem of the individuals.
My paper critically analyses the necessity of the above mentioned skills in the business
management of the managers and at the same time, it summarizes my capability in adapting
and achieving such skills. While analysing my ability in portraying the skills, the paper

4DESIGN THINKING FOR MANAGERS
identifies the developmental needs that I have and with effective understanding of the needs,
my paper presents an action plan for improving my capability in the successfully achieving
the skills.
Knowledge Development:
Visualization (Journey Mapping):
According to the literature of visualization I can claim that, the process of
visualization is expected to be recognized as mere mental rehearsal (MacEachren and Taylor,
2013). I can state that the modern business professionals are observed to face the necessity of
conducting extensive thinking (Scott, 2015). I can easily say that individuals are able to
develop images in their mind regarding the activities that they are expected to do or want to
do. I must say that the success that the individuals achieve with the implementation of the
image, is a massive motivation for them in repeating the same (Yosinski et al., 2015). Hence,
I can clearly visualize the literature as the practical implementation of the imagination skill.
With a detailed emphasis on the weekly workshops, for me it is visible that the
importance of the design thinking tools is notably high for the efficient management of the
process of visualization. From the workshop, I was able to understand the fact that the
practice of the design thinking tools for the process of visualization enables us to open up
important part of our brain. The session conducted was significant for me in gaining the
importance of the process of visualization as I got to know that the visualization is recognized
as the mother of all design tools for the repetitive conduct of it in almost each and every
stages of the design thinking process. Other than this, the session helped me to realize that the
broad visualization process is linked by a series of parts such as drawing, thinking and
listening. I consider that the listening is the part that can be categorized as input in the process
and thinking requires to be considered as the processing and the output is expected to be the

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drawing. Hence, the effective achievement of the synchronization of all the parts is much
required for achieving the desired success in visualization. Along with this, I was taught that
the visualization is an important aspect of the modern business management and that is
evident with the impact of it in the decision making process, in the application of the problem
solving skills and in promoting the scope of achieving innovative solutions.
Considering the journey mapping, I understood that the success of the business
managers is largely dependent on their ability to track the purchase behaviour of the
customers. I understand the ability of the business managers to strategize in accordance to the
buyer behaviour of the customers re considered to be significant for their success. In
organizational context, I find the journey map has the capability to help the business
managers in meeting that definite business need. I can also say that the concept of the journey
map is based on the purchase behaviour of the customers and the activities that the customers
will conduct while purchasing a particular order (Marquez, Downey and Clement 2015).
Agreeing with Rosenbaum, Otalora and Ramírez (2017), I can say that the development of
the journey map depends on the social values, demographics and the purchase characteristics
of the customers. From the activity of visualization, I understood that my ability of avoiding
the emotions in visualizing or thinking creatively is an important strength of mine. However,
the lack of practice of the design thinking tools is a prime weakness for mine going forward.
Hence the development need for me, in the activity is the increased practice of the design
thinking tools.
Brainstorming:
I find the concept of brainstorming and design thinking is pretty similar. I think
brainstorming sessions have the ability to contribute to development of the skills of the
business managers in such a manner that it enables them for the efficient management of the
changing dynamics of the business industry (Shi, 2015). I have put a detailed emphasis on the

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necessity that the business managers face in adapting to the frequently changing business
environment, by the significance of finding a pool of appropriate solutions is increasing in a
substantial manner (Wilson, 2013). Agreeing with Gallagher (2013), I find the success of the
business managers in managing the varying business industry is seen to be dependent on their
ability in formulating solutions that are unique and are perfectly aligned with the parameters
of the changing business environment. From the session, I was able to understand the fact
that the brainstorming helps to gather multiple number of solutions of a single problem and
that adds value and flexibility to the business operations of the leaders. It has the capability to
improve the decision making of the business leaders. From the session, I understood that the
brainstorming has the capability to contribute in development of multiple number of solutions
with the active participation of the employees and that has the capability to improve the level
of involvement of the employees with the organizations. Considering the brainstorming
sessions, I consider that my strength is the ability to be motivated in communicating my ideas
proactively. A lot of people, in the modern world of business, are observed to be shy or
concerned about the excellence of their inputs and that restricts them from communicating
the ideas. I consider that I am in better position in that case. However, my apathy in
practicing the brainstorming activities for the improvement of the creative thinking portrays
the need of certain amount of development.
Persona:
I find persona is another important aspect for the business leaders and the
development of the same is considered to be substantial for the success of the leaders in
anticipating the varying purchase behaviour of the customers. During my workshop, I was
able to gather information regarding the problem finding which a unique concept for the
business leaders is. Agreeing with Perlman (2018), I can claim that the proactive
identification of the problems that the customers are expected to face with the available

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solutions are significant in evaluating and in identifying the demands of the market. I have
found out that for the companies that have the expertise of delivering innovative solutions,
the capability of identifying the problems is a significant part of their value proposition. I can
say that such companies effectively educate their customers regarding the modern trends and
the products that suit the customers (Marshall 2014). Hence, I find that the ability of
identifying the problems is crucial for developing best seller products and solutions. Under
such situation, I think the development of the personas help the business companies in
formulating their customer centric strategies which have the capability to meet the demands
of the customers. My strength in the mentioned activity was my excellent ability in
identifying the problems that need to be managed. On the other a significant weakness of
mine in the mentioned activity was that I was clueless regarding the link between the persona
development and the demographics of the customers such as age, gender, hobbies, marital
status and the occupation of the customers.
Personal Development:
Leadership Skills:
I find the skills of leadership have greater significance for the individuals in the
modern generation and that is evident with the necessity of the same in managing the
complex business environments. Apart from this, the excellence of the leadership skills is
pretty evident to me even in the personal life as well. The skills of leadership enables a leader
to effectively lead a group of people towards a common goal or objective. I think that the
vision is an important aspect of the leadership and it helps the leaders in the effective
formation of the strategies that are crucial for the success of the companies in near future
(Taylor, Cornelius & Colvin, 2014). However, there are multiple styles of leadership present
in the modern world. To me the style of leadership differs on the basis of the characteristics
of the leaders. I agree with Beerbohm (2015) who claimed that the democratic leadership

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enables the entire group to take decisions and under such situation, power is not centred to a
particular individual. I find that the practical application of the democratic leadership which
is participative management, is observed to put strong emphasis on the capability of the
leaders to involve the followers. In the form of leadership I mentioned, the decision making is
observed to be largely distributed. On the other hand, I think the autocratic form of leadership
is seen to be considerably limited in involving the other individuals. For me, the power of the
decision making is observed to be centred to one individual only and that is the leader. I have
seen that the form of leadership is seen to be largely criticized for developing significant
amount of stress and frustration amongst the followers and that affects the normalcy in the
team. Considering the leadership skills in the business context, I understood that my strength
is the strong interpersonal skill which helps me in communicating with the other individuals
in an efficient manner. Along with this, my strength of interpersonal skill is crucial in
minimizing the scope of formation of the destructive conflicts and that adds value to my
operations as a leader. On the other hand, my inappropriate evaluation of the performances of
my followers is a major point of concern for me going forward and that is essentially a
massive developmental need of mine.
Confidence and self -esteem:
By applying a detailed emphasis on the need of confidence for the managing the
business in an efficient manner, I understand that self –confidence is an important skill for the
business leaders. I would also like to say that the self- confidence enables the leaders to have
the sufficient capabilities in taking important business decisions and at the same time, it
improves the approach and the ability of the leaders in executing their decisions (Charness,
Rustichini & Van de Ven, 2018). I find self- esteem to be an important factor as a form of
values or beliefs that differentiates an individual from others (Baumeister, 2013). I have
categorized Self- esteem as the overall sense of an individual regarding his or her self- worth.

9DESIGN THINKING FOR MANAGERS
In a nut shell, I find the concept of the self -esteem can be considered as the extent to which
one appreciate himself or herself. From my research I can claim that self -esteem can be
considered as the personality traits and that ensures that it tends to be enduring and stable
Orth and (Robins, 2014). Hence, the self-esteem includes the appraisal of own experience,
behaviours, beliefs and emotions. I consider the strength and weakness, by considering the
firmness in my approach to be a massive strength of mine. Having said that, the impulsive
nature of mine is a point of concern for me going forward.
Presentation Skill:
I understand that the presentation of the individuals is significant for their success in
representing themselves and their ideas related to the professional and personal context. I find
that skill is required by an individual to be confident about the things that he or she is going
to deliver. However, if an individual does not portray the required amount of confidence, it
affects his or her success in presenting his or her work and ability. Considering the
presentation skill, I consider my communication skills to be an important strength of mine.
On the other hand, my apathy in interacting with the audience is a significant weakness of
mine for gaining the much required excellence in presentations.
Action Plan:
S.N. Area Proposed Activity Time Frame

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1. Visualization
(Journey Mapping):
By providing a detailed emphasis on
the visualization (journey mapping)
skills, it is visible to me that
incompetent usage of the design
thinking concepts and tools is one of
the major developmental need.
Hence, I proposed an activity for
managing the mentioned
developmental need is the practice of
creating the post its.
The activity I
proposed is expected
to be managed
within 15th
November 2019.
2. Persona: From the analysis of the persona, it is
visible that I have certain limitations
in gathering the knowledge regarding
the linkage between the development
of the persona and the demographic
factors such as age, gender, hobbies,
marital status and the occupation of
the customers. Hence the activity I
proposed is used to gather the
required information regarding the
linkage from the relevant literature on
the same topic.
My objective is
expected to be
achieved within 10th
November 2019.
3. Brainstorming: For the brainstorming activity, my
main point of concern is the lack of
urgency in practicing the
My objective is
expected to be
achieved within 25th

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brainstorming activities. For the
efficient management of the
mentioned objective, I will practice
six thinking hats and Osborn
checklist.
November 2019.
4 Presentation Skill As mentioned, my concern in the
mentioned activity is the lack of
interaction with the other individuals.
Hence, for my own improvement, I
would like to participate in increasing
number of sessions where I can
interact with the audience.
My objective is
expected to be
achieved within 15th
December 2019.
5 Leadership Skills: For improving my skills of
performance evaluation, I would like
to create a form including ten
different parameters of evaluation.
This will be significant for my
success in avoiding the impact of
rater bias such as the leniency bias,
strictness bias, horn effects or halo
effects.
This objective of
mine is expected to
be achieved within
10th December 2019.
6 Confidence and self
-esteem:
As my weakness in the mentioned
activity is the impulsive nature of
mine, I consider meditation to be an
important remedy for me going
This objective is
expected to be
achieved within 5th
November 2019.

12DESIGN THINKING FOR MANAGERS
forward.
Conclusion:
On an ending note, I find that the workshop sessions have played a massive role in the
improvement of my knowledge. However, it is visible that I lacked in certain skills which
have the capability to improve my excellence in being an efficient professional. Having said
that, the activities such as the practice of post its, Osborn Checklist, Six Thinking Hats,
parameter based performance evaluation and increasing my participation in the interactive
sessions have the capability to improve my ability in being an efficient professional.

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References:
Baumeister, R. F. (Ed.). (2013). Self-esteem: The puzzle of low self-regard. Springer Science
& Business Media.
Beerbohm, E. (2015). Is Democratic Leadership Possible?. American Political Science
Review, 109(4), 639-652.
Charness, G., Rustichini, A., & Van de Ven, J. (2018). Self-confidence and strategic
behavior. Experimental Economics, 21(1), 72-98.
Dunne, T. C., Aaron, J. R., McDowell, W. C., Urban, D. J., & Geho, P. R. (2016). The impact
of leadership on small business innovativeness. Journal of Business Research, 69(11),
4876-4881.
Gallagher, S., 2013. Brainstorming: Views and interviews on the mind. Andrews UK
Limited.
M. Taylor, C., J. Cornelius, C., & Colvin, K. (2014). Visionary leadership and its relationship
to organizational effectiveness. Leadership & Organization Development Journal,
35(6), 566-583.
MacEachren, A. M., & Taylor, D. F. (Eds.). (2013). Visualization in modern cartography
(Vol. 2). Elsevier.
Marquez, J. J., Downey, A., & Clement, R. (2015). Walking a mile in the user's shoes:
Customer journey mapping as a method to understanding the user experience.
Internet Reference Services Quarterly, 20(3-4), 135-150.
Marshall, P. D. (2014). Persona studies: Mapping the proliferation of the public self.
Journalism, 15(2), 153-170.

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Mootee, I. (2013). Design thinking for strategic innovation: What they can't teach you at
business or design school. John Wiley & Sons.
Orth, U., & Robins, R. W. (2014). The development of self-esteem. Current Directions in
Psychological Science, 23(5), 381-387.
Perlman, H. H. (2018). Persona: Social role and personality. University of Chicago Press.
Rosenbaum, M. S., Otalora, M. L., & Ramírez, G. C. (2017). How to create a realistic
customer journey map. Business Horizons, 60(1), 143-150.
Scott, D. W. (2015). Multivariate density estimation: theory, practice, and visualization. John
Wiley & Sons.
Shi, Y. (2015). An optimization algorithm based on brainstorming process. In Emerging
Research on Swarm Intelligence and Algorithm Optimization (pp. 1-35). IGI Global.
Wilson, C. (2013). Brainstorming and beyond: a user-centered design method. Newnes.
Yosinski, J., Clune, J., Nguyen, A., Fuchs, T., & Lipson, H. (2015). Understanding neural
networks through deep visualization. arXiv preprint arXiv:1506.06579.