MGMT20140: Design Thinking Approach to Strategy and Innovation

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Added on 2024/07/01

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This poster explains the concept of design thinking and its application to strategy and innovation. Design thinking is a methodology used to solve complex problems and find desirable solutions, focusing on solutions and actions for a preferred future. It uses logic, intuition, imagination, and systematic reasoning to explore possibilities and create desired outcomes, utilizing elements like experimentation and empathy. Design thinking allows decisions based on future customer demand rather than historical data, transforming how organizations develop services, products, processes, and strategies. The design thinking process includes five stages: empathize, define, ideate, prototype, and test. Challenges in design thinking include impulsive reactions, egos, perception, mindsets, knowledge, beliefs, group thinking, education, skills, language, team construction, environment, time, and money, which can hinder effective outcomes.

MGMT20140 Design It

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Contents
Poster............................................................................................................................................... 3
Summary..........................................................................................................................................3
References........................................................................................................................................6

Poster
Summary
The poster presented above is explaining the concept of design thinking and its application to
strategy and innovation. Design thinking is a methodology used by the people who design it to
solve their complex problems and find solutions that are desirable to them and their clients. The
mindset of designer is not focussed in the problems but on the solutions and the actions that can be
taken for creating a preferred future. It is drawn upon logic, intuition, imagination, and systematic
reasoning for exploring the possibilities of desired outcomes and creating them accordingly. It
utilizes elements from toolkit of designer like experimentation and empathy to arrive at innovative
solutions. By using design thinking, one can make decisions based on the demand of future
customers instead of relying on the historical data. It can transform the way in which the
organizations develop services, products, processes and strategy (Roberts, et.al., 2016)

An example of a problem that could be addressed using design thinking can be building a MR
scanner that can be provide a better experience for children by using paintings and storytelling. For
the purpose od resolving this problem, a design can be developed. The process of design thinking
comprises of five stages which are discussed as under:
 Empathise:
It is important to gain an empathic understanding of the problem that one is trying to
resolve. It involves consulting experts of the area of concern to find out more about the
problem. This can be achieved through engaging, observing and empathizing with people
to understand their motivations and experiences (Curedale, 2018).
 Define (the problem):
The second stage includes putting together all the information collected or created during
the previous stage. Such information shall be analysed and then synthesised in order to
define the core problem.
 Ideate:
In this stage, designers start generating the ideas. The identify new solutions to the defined
problems and start looking for alternatives ways of viewing the problem. For the purpose of
ideation, they use various techniques such as Brainwrite, Brainstorm, SCAMPER, etc.
 Prototype:
In this stage, various inexpensive, scaled down versions of the product are created by
design team so that they can investigate the solutions generated in previous stage for
defined problem (O'Keefe, & Rottenberg, 2017).
 Test:
This is that last stage of process and in this stage, the complete product is rigorously tested
by designers and evaluators. In case any alterations or refinements are required, they are
made in this stage.
In the process of design thinking, there are various challenges faced by the organizations and
people involved in design thinking. Such challenges may include impulsive reactions of team
members, and many a times their egos get in the way. These are the most commonly faced
challenges but there are other constraints that includes perception, mindsets, knowledge, beliefs,
group thinking, education, skills, language, team construction, environment, time, money, etc.

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(Scott, & McGuire, 2017). All these challenges act as barrier to effective and innovative design
thinking process and at times demotivate the designers thereby leading to ineffective outcomes.

References
 Bjögvinsson, E., Ehn, P., & Hillgren, P. A. (2012). Design things and design thinking:
Contemporary participatory design challenges. Design Issues, 28(3), 101-116.
 Curedale, R. (2018). Design Thinking: Process & Methods Guide. Design Community
College Incorporated.
 O'Keefe, A., & Rottenberg, S. (2017). Integrated Design Innovation: A Mindset for
Designers of Tomorrow. Design Management Review, 28(3), 10-16.
 Roberts, J. P., Fisher, T. R., Trowbridge, M. J., & Bent, C. (2016). A design thinking
framework for healthcare management and innovation. In Healthcare. Elsevier (Vol. 4, No.
1, pp. 11-14).
 Scott, S., & McGuire, J. (2017). Using Diffusion of Innovation Theory to Promote
Universally Designed College Instruction. International Journal of Teaching and Learning
in Higher Education, 29(1), 119-128.