Day 9 - Design Thinking Process

Okay, so listen to it. In fact, I've chosen the topic in a way it should be aligned with this hackathon. That's the reason I've did it. Okay, or else. Today the topic was very different for the 6 o' clock skill booster. Just a second. It's getting streamed. Okay, let me put the view differently. Okay, just wait in this. Okay, okay, just a second, just a second. Yeah. So can you see me in full screen or still you are able to. Just a second. Oh my God. Where am I? Okay, can you see my screen now? Fully. But still, why in YouTube it is like that. I'm not sure exactly what's happening. YouTube also you are on what? YouTube. Also you are in full screen. Oh, sure. Yeah. But how come? Okay, okay. Maybe my thing is lagging, I guess. Okay. Ah, okay, cool, guys. Fine. So welcome to this day nine for the skill booster session. And in this call it is very special because our students are also in this live hackathon call. And I request everybody to go and type out in your chat box when some question is asked. Okay, so a lot of people have answered this question. How many of you know design thinking process? Everybody said yes, yes, yes. Okay. And we have also given a live activity for the students. So people have answered this. So now let me give you a little conceptual understanding because ultimately you should also know, what is this concept about? Okay, I'm sharing the screen. Can you see my screen? Can you see my screen? Everybody please type out yes. Okay, fine. So first of all, what is this concept of design thinking process? See, first of all, the design thinking process was first ideated and given by a studio called ideo. Okay? So on the process of solving the many problems, what IDEO did is they came up with a common methodology and it was very different from the other market. So what other designers and other people out there in industry start seeing it in a very different way. Okay, so how it got emerged, I'll tell you guys, there is a smart. There is a short story to it. Okay, so when idea was solving this problem, David Kelly and Tim Brown are the founders. Who has actually did this. Okay, first, so what they did is one company came up with a problem statement which is called redesigning the bicycle. That's it. Okay, they came up with that. And what happened is this David Kelly and this guy Tim Brown, they started asking this question. What question? Previously, what you used to do is they used to design some cycle bars, cycle rim, okay, 3D, model it, render it and just give it. That's all. Okay, but what happened is they asked a question. Why is your cycle sales getting down? Why are you first redesigning your cycle? Please can you tell me? They were like, why do you need this data? No, we needed this. Then they started asking this question, why? Why? Why? Why? Why? Okay. They asked, okay, no, people are not preferring this. So then what people are preferring anyways, other brands are getting sold, right? So why your brand is not getting sold? Can you tell me? I don't know. People are now liking the. The. The mountaineering kind of a bike. Okay. A tracking experience bike. Okay, what else they like? They like some kind of a. Like let's say adventurous kind of a styling and aesthetics or not. Okay, what else they like? Okay. They were like the age of 18 to 25. Okay. So that's the typical age this population is. And what are the color preference they have? So by asking this question, they have not just redesigned the bicycle, they have redesigned the whole way of seeing this bicycling experiences. They brought in the elements which is needed for a trekking people to go like, let's say they'll keep water can. They'll have a different tire trading size. They have a different body structure for the entire cycle. And the color is very different. It should not look very flashy because it's a trekking bike and it should look very rugged, sturdy. They created the entire requirements based on analysis. What they did, listen very carefully. Okay. After that they went and presented to their clients. They don't know the importance of it. Okay? Nobody knows about what is design thinking unless it is realized in a real time. And then what happened? They went and sold this product. It become number one in that region. Everybody started questioning. They didn't do anything. They just redesigned. But they asked a set of questions and then they started. Initially when they came up with this questioning, that client was actually telling. Why are you asking so much of questions? Just redesign this. No, that's what we are asking. Just do it and send it to me. We needed to launch this product in this month end. That's what the target is. An ideo will get the payment. But the design studio ideo, it's not a normal design studio. They were like, wait, tell me what is your real problem? Tell me what? Tell me why? Why? Why? Okay. What? Where? How? They asked a lot of questions and after a month they did not complete the project. They started the project. This client was getting impatient. Okay. They said, see, we are working on something. Please wait. Ideally no client will accept this. Okay. But your communication should be in a way you have to make your client understand that you are doing something greater benefit for him. So ask him to be very patient. Don't tell my client will always not allow me to do research. Don't, don't tell that stupid things. Because ultimately you are in the control of the design field, right? So you should know when to drive the process, when not to drive the process. Here it is very different context. Okay, so now they did a lot of brainstorming. They did a cycle which is completely different from the market, which is more customized for the user, more usable, more functional, more aesthetic. The moment when they launched in the market, you guys will not believe. You have to read a book called Change by Design. It was written by Tim Brown. It's one of the great book. Every designer has to read it, okay? Even before reading Don Norman book. Please go and read that. In fact, that is most important. So the client was absolutely stunned. Omg. What happened? Oh my God. What happened? Their supplies is not enough. Now people are placing lot of orders and they were not able to manage the supplies. What the demand, what they're getting. They were like totally shocked. They came back to Ideo and then they gave hundreds of projects to IDEO again. Redesigning the accessories for the cycle, redesigning another variant, redesigning the ladies bicycle adventurous bicycle bike. It's not only that by seeing this company's growth, the competitor also came to know that ideas designed this. And then they came to IDEO again. It's not only the bicycle company, it's also about the other industries which started seeing how this particular product is getting becoming viral in the market. What these people have did. And then they came to know that idea has designed the product for these people. And then they started to give a lot of different, different problems to them. They saw the creativity, they say they saw the process in them. They saw these guys are doing something else. They're not just going in the moment. When I say ventilator is there and the people are dying because of your ventilator and you are a product designer. Just now we saw the activity, right? How you guys have reacted. You went and immediately tried to figure this same like that, giving a pause. Even if it's a one hour project or five minutes project, giving a pause to really think whether is this a real problem? Whether my machine is causing this or something else is happening, what is really happening? If you have that kind of a thinking methodology to approach a situation based on that context, you are truly learning the design process. If you are not doing that, then you are becoming A machine. Then you are becoming a robot. Then you are becoming a laborer. I would say a typical engineering firm in India thinks like this. Because I am also an engineer. I know very well how it's happening. Okay, the moment when you go and ask any design studio engineering people they will tell you ah time naye by. We don't have that much time. Client is asking project tomorrow, right? Anybody will tell that, right? When you go to the industry, same feedback you will also hear, okay? Everybody will try to pull you including your boss, including your CEO. Everybody will come to your seat. Have you done this screen or not? We have given you an instruction to build the screens in figma. Have you did or not? That's what they will ask you. Only one question. They'll ask you again and again. No Saturday we are not allowing you to go home. Please sit and do this work now tomorrow we have to launch this website. Do it. Have you ever asked a question whether your client needs this design website or not? Have you ever asked this question? Why does he need always a mobile app? Have you ever asked why do you need a social media page? Why don't the client work with the communication which is in just a form of posters, which is just a form of WhatsApp post with just a form of normal social media post is enough. Why does he need a website? If you ever ask a question like what David Kelly and Tim Brown has asked, you will never be able to see the full, full entirety of the process. Okay? For the first few minutes I told you, you have to just get loosened up. Got it guys. Everybody just type out GT if you got it, what the example, what we said and it's real, it's not fake. Type out GT in the chat box in YouTube. Okay? A lot of people are typing here. I want everybody to go and type out in the YouTube. That would be ideally better. Okay, great, great, great, great. I think people are now chatting. Excellent guys, excellent. Thank you so much Gokul. Thank you so much. Srinivas Punish. Punish. Excellent, great, great. So the point here is it is not a one way to solve any process. That's my only objective. There are multiple ways to solve it. Okay, then what happened? Then ideo guys came up with okay, this is getting really viral. Let's solve some other problem. How many of you have seen Colgate toothbrush? How many of you have seen Colgate toothbrush? How many of you have seen Colgate toothbrush for the very first time, very early in the like, let's say very early, like 30, 40 years before. I'll share the screen. Okay, just a second. How many of you have seen this? How many of you have seen this Colgate device? This was first ideated by ideo. Nobody has ever designed a brush like this way. If you go to their product, the way in which they thought that, the way in which they solved about brushing a teeth, it's not only about brushing a teeth, designing a sticker, designing a bristles and then you give to the customer. No, they have entirely thought very differently how they can able to do it. And after seeing this, lot of other design studios came up with a lot of different, different problems. You know, people came up with, I have a problem of sexual harassment in my country. I'm a government of this particular country. Can you solve this problem? Idea was like omg, how do I solve this? People from Nigeria, people from third world countries, Somalia, all these people came. We have a problem of water. We have a problem of sanity. We have a problem of hygiene. We have a problem of poverty. We have a problem of education. Can you solve it? See, look at this Ido. Now I was literally getting blown. Oh my God. I have started solving some problem differently. I understand, but how can I solve this intangible problem? This is called system thinking. The reason being many problems are intertwined inside this particular design thinking method. In. In this particular problem, okay? When you take water, when you take poverty, when you take education, everything is mingled. Politics is mingled. Systems policy, education, technology, people, local parties. Everything is mingled here. So how, how do you solve a system process like that? System problem like that? Then IDEO came up with something called IDEO Design Toolkit. They designed a process, they designed a methodology which is giving you a framework which any designer can jump in and build a solution on top of it and solve the problem. And that toolkit is available for free of cost. Everybody can open what you call this website. Just very interesting. Just listen to me. Can you see my screen? Don't worry, it's available free of cost for everybody. Okay? Everybody can go and download it. Go to this design toolkit, okay? And if you go to this design toolkit, there'll be option to download as well here. Okay? Can you see this is a toolkit. So what they did is for the tangible problem, intangible problem, what kind of a solution, what kind of a questions you can ask for your customer, what kind of a design process you can have, what kind of interviews you can ask. Like let's say if you're going for a place where people have not been much educated and you are going like a tip top dress and all these things. And when you ask questions, do you think they will answer you to give you a lot of insights? They will be little scared. Who are you? Which planet are you coming from? When you go to a place like Somalia and other places where people have not seen much of this technology for them if you give water, they'll be thankful for you for 100 years. That much of need is there. So think about how you can able to solve those kind of a problem. Don't sit and just design some website and application guys. That's fine. Even if you are not doing some other design is going to anyway do it. Okay? Hundreds and hundreds of people are waiting in the behance of their portfolio to do that laboring work. But think about this kind of a bigger things. Ultimately the reason why I asked you to write 10 years goal is you as a designer are capable of solving much more bigger problems than designing some random stuffs. That is the reason when I went for NID and I understood designing one more chair or designing one more car or designing one more shoe is not my cup of tea. I can do much more different things than this. And that's how I started unlearning the way in which the schooling and college has taught me. That's why I don't believe in all these things. I believe only on thinking, methodology, process. That's it. I don't believe in the schooling because. Because that is like very much put lot of things in our mind not to think out of the box and anything. Okay, so these people have made a toolkit and you can able to click it here, you'll find out the toolkits here. Can you see I'm just pasting this website guys, please go and use it out carefully, okay? This is very, very important. And people who are using this like I'm just pasting that also. Okay, Please use it. Cool. A lot of other people are also getting it. That's great. That's great. No problem. Good, good. So this toolkit was predominantly used by many people across the world. Can you see here sticky notes, guides, everything is available. Whatever is your problem statement, if you go, there'll be a method to solve it. Okay. Ideally if you start going through this and then when you apply for your project what you did already and then you take a case study inside it and then you do it, that becomes a super super super process guys. Okay, so this is one such material which I'm sharing you. But ideally speaking you can do any Approach based on anything what you have, even if you don't have an approach process, totally fine. But IG has created a benchmark like this. So why don't the design community across the world can take it? They have come up with something called a framework and they have kept it free of cost. Everybody can able to download it, read that. It's a. It's a hundred page workbook actually. If you want you can able to go to a spiral printing workshop book Xerox shop, take a printout, put a spiral diary. That's how I have my office, me and my team. I only gave this to my team to start reading because they were also like generally randomly drifting. I also told them, hey, see, idea is already designed. So now we're doing. In fact I'm working on a medical product, right? So I need to think about how I can able to do it. In fact, we have changed lot of our questions in our, in our research. When we go for a field, we used to travel across India, Delhi, Bombay, Andhra. We have lot of sites which our product is getting deployed for the medical product. Okay, so we need to go to the site before to understand how the doctor is going to use our product. We need to understand whether that site is qualified or not. We need to understand how the doctor is knowing our protocols, what we have created. So we need to create user manuals, we need to create usability evaluation parameters. You need to create the design layouts, we need to create everything before going and deploying our product design. This much of work is there when you, when you are a product designer coming into the field, you will know it. Okay, but it's a very high confidential project. We cannot reveal that outside. But ideally speaking, the process is very, very unique what we are doing. So we all studied this ideo method. We all did that because it's available open source, everybody is having the access. And then we implemented a lot of questions, we opened up a lot of open communication questions, closed end questions. And then we started getting research and insights. Okay, but the typical process, what I would tell you is typically any problem is given. This is majorly applied. Guys, empathize, definition, ideate, prototype and test it. Okay, but remember this is completely non linear. You can do testing also first you can do ideation also first you can first define the problem. Also first you can build, prototype, test it, iterate it, ideate it, then do research, then go and define the problem statement. Also there is no hard and fast rule for it based on the context. You have to rearrange it okay, so this is what IDEA says. First start empathizing with your user. Who is your user? What are the problem he has? What are the real goals and aspiration he has Try to define that. Nobody knows how to define a problem statement. In fact, I've recorded two podcasts in fact in the day four or five. I also told you how you can able to redefine the problem. IDEA will not come and teach you. This guy, please don't think IDEA is going to teach you design classes. IDEO has given you framework. From there you should know how to define your problem very clearly. You should know how you can able to structure it, how you can able to bring the best out of it to solve your problem. And then you start ideating, build, prototype and then test it. Okay, so design thinking is a non linear and iterative approach. It is all based on the feedback. In fact, more than this node, this is also not important. This is the most most important thing, okay? This anybody can teach you. But this nobody is going to ever teach you because they itself don't know. They, they are itself very scared. Whether do I get a result or not. If I talk nonlinear, if I talk creativity, if I talk out of box, will my client accept my project? Will my boss accept this project? That insecurity thinking is there first with us. Think about it, okay? And then there is something called linear and non linear thinking. See, when you solve a problem step by step, ideally for a straightforward problem, it is okay. But when you solve a iterative approach, when you're solving a problem of hand gloves, if you're designing a hand gloves for a particular like let's say, like let's say a guy who is very precise operation. Like let's say when some guy, some somebody is digging the holes, okay? And the Indian government is now going to bring out a policy saying people whoever is working in the roads has to wear the gloves. That's the project which is given to your design studio. So now do you think you can do this without a prototype? Do you think you can do this without any design process? Of course you will do a design process. But the very ideal way what you will be able to do it is you will first find out lot of prototypes which is fitting for all the human hand sizes, okay? And there is no one way to first find out that anthropometric data. Because there are short people, this are tall people, there are mota people. Like everybody has a different anthropometric dimensions of their fingers. So ideally, when you wanted to give a road Worker a gloves. First of all you need to find out what are the common boundary for it. And you have to reiterate, you'll have to give for the Gujarat region, for the north region, for the south region, what size really fits them. Somebody will say it's loose, somebody will say it's too tight. So what is the optimal size? When you iterate this, only you will get the output. So it is depends all on the project. It depends everything on your context, what you're doing. Okay, have you seen this? Apple iPhones, Apple AirPods. You know, recently they have launched a product in AirPods Pro. They have generated millions of people's ear profile. They have collected millions of people's ear profiles and then they have formed a shape which fits for millions of people. This is called iterative design. How many of you don't know this design process means you have to talk about iteration. Don't think that I'll make only one solution and I'll launch it in the portfolio and then I'll put it in the project. You are a student. If you're doing that, please be a professional. Ideally, if you are building a process, if you are doing something, it should be iterative in nature. The moment when it becomes iterative in nature, then you will find out you are getting close to a solution. Okay? Because ideally you will make a lot of mistakes, you will make a lot of concept from that. You will narrow down, okay, diverging and then you are converging and then you will make lot of iterations there and then you will make a lot of variation and then you will narrow down and then you'll make a lot of iterations and then you'll narrow down. This is how you just go on a uphill to find out more optimal size gloves for your worker. And once you give that, that becomes foolproof. Then you have to talk about material, then you have to think about how it can be protected, how it can be aesthetically made better, how the colors could be, choose how the communication should be there. It should communicate that this, this is a gloves. This should communicate that this is used for firework electrical work or a mud hole digging work. So everything comes after that. So this is how you can able to do it. Okay, Example, Tesla's electric vehicle development involved iterative nonlinear thinking between prototype and testing. How many of you don't know this? Tesla's electric vehicle, it's not a non, it's not a linear process, guys, they have exactly did something called non linearity. They don't know what's going to really happen. Tesla has come up with a battery design which is there inside their seat. Many people are finding struggle to keep their components in the car. Right. Tesla has come up with the design of a seat in which the battery is imbibed. They have really gone out of the box to think through how people can able to get the value out of it. It is really crazy. Go and read that case study. Okay. Analyze the facts to form judgments and evaluate the solution. Always believe the facts because facts tell you the stories. The facts and numbers will not tell you lie. It will only tell you the exact thing. Okay. And then you make a decision. Spontaneous thinking. You need to apply certain rapid ideation without overthinking. Sometimes if one hour is given, you should not overthink too much. You have to just be in that presence of mind and try to solve it. Okay. If you wanted to use quickly a kind of online research. Do it fast. You have one hour time. Do it fast. Try to understand why people are having this problem. Try. Talk to the doctor. Try to understand how your device can help them immediately fix it. So whenever, whatever situation requires, please do it. That's called spontaneous thinking. In fact, in our, in our intensive program classes, we used to have some live activities to do that anyway. Now it's fine. You are getting the basics. Okay. Critical thinking. Analyze the facts and try to evaluate that and try to create a balance. Okay. In design, we use both to create and refine our innovative solution. It should not be too much innovative where it's not even real time implementable. It should not be too simple. People are like, it's already there here. It's already solved. Why do you have to design it again? So there should be always a balance when you're innovating something. This balance is majorly missing a lot of designers today, they don't know how to balance this. They're just randomly ideating something. They're just randomly drifting here and there and nothing is coming out. Okay. Yes. Ideas. Cart redesign. I would ask you to go and watch that YouTube video which I'll also paste the link. Guys. Okay. Can watch it in your free time. Ideo shopping cart. In fact, it's a very good case study where David Kelly and his team. You can watch David Kelly there. Okay. It's a. It's a. It's a wonderful case study. You can able to watch it. I'm just pasting the link also. You can do it. Okay. Yeah. So I'm pasting the link. Thank you, Arvind. Thank you for posting this information. Thank you. Arvind has given the field guide. That's great. Okay, so download that and use it. Good. Okay, now come back and ideas Shopping cart redesign. See idea shopping cart and all came very late. They have given the requirement of design a shopping cart. But they have created a new experience of a shopping cart. In a way they can able to stack it, they can able to put their babies on it, they can able to even throw their products. And automatically the barcode scans the product and it gets built. That is mobile, flexible and in a small place you can store hundreds of their trolleys shopping cart as well. Copying this. All the airports, railway station across the globe, people have implemented this technology. This was actually innovated by ideo. I don't know how many of you really know this. The shopping cart, what you're seeing outside there in the market, in your nearby shopping market. It was first actually thought through by these guys. Okay. And then Airbnb's transformation. Airbnb is a very, very detailed case study guys. But I'll give you an example. Initially in 2013, 2011, Airbnb was not that famous. They were not having lot of bookings and people are not aware. They did a lot of design iterations. They did a lot of process. And what happened is they found out through better host photos we can able to increase the bookings a lot. They found out this real problem statement using their research. And then once they improved it, 200% improvement came see just by adding pictures. But to find out if pictures is a real problem, you should apply a design process to know it. And the design process will only come in your deep dive when you deep dive into a problem. Okay. And then Google's design Sprint five day process used to develop products like Gmail. Yeah, that's okay. I think this both case studies is okay guys, for now. Okay. This you can do it later. And then McKinsey report says design driven companies outperform others by 200 percentage in revenue growth. Can you see design driven companies outperform by 200 percentage. That's why I'm telling you people who are earlier not thinking about design process. Now the way in which they are thinking is very different. 50% of the higher customer satisfaction and 20% faster go to market with design thinking. See, in fact if you apply design thinking guys, you can launch the product faster. It is not exactly the other way around. In fact, this is a misconception. I would say a lot of people think it takes a lot of time to do research, right? No, it's actually a misconception. Ideally you will go very faster. IDEO research process says reduced development cost by up to 30 to 50% and product failure by 20 to 30%. You look at this, even the development cost is coming down. Even the failures is coming down. See guys, if you are building a project and then if you're showing this kind of a metrics by implementing your thought process, how do you save a cost of the company? How do you bring down the product failures by up to 20 to 30 percentage? By doing some heuristic analysis or by doing some a failure mode analysis and showing that your product, your solution will be solid proof, it will be robust. People will love to have you in their design studios to hire you as a designer. But you should apply all these things in your project and show it. Don't just show. I will redesign one shopping cart, I will redesign one landing page, take some screenshot, go to Figma, arrange here and there. That is okay. Try to understand what is this website for? Who is going to use that? Why is this particular option coming here? Can I create a different experience for him to do it? Can I create a AR VR way to communicate this message? Can I use a very simple step? Even my user is not studied at all can use it? Can I create another simple one click option to do it? So think about many other different ways how we can do it and then start your process and then write down your process and then apply that process and then do the research or whatever your process says and then implement a solution. When you go by this method, guys, I don't think you will have any problems going forward, okay? So I will give you an activity, guys. In fact, this is for the hackathon people also you have to choose a problem, okay? Go to the public. In fact, people who are doing it for the first time, you should be really excited, okay? There are a lot of people in our program who have gone to the field. But anyway, this is also for the people who are watching live in the YouTube. I don't think they will do it, but people who are doing it. They are super damn good. But our people have to do it for sure. People who are there in this call with me, please do it because you are learning this stuff. Live with me. If you're not taking action, you will not do anything. Okay? So observe a public problem. Let's say if you're going for any kind of a bus stop, some water is dripping, okay? Or maybe some electrical wire is not properly connected or buses is not standing on the Exact one bus stand. Okay. You go for the railway station, think about something. Try to find out and observe any one product or one service. It could be product, it could be service, no problem. Water supply is a service, right? Water container is a product. So think about anything and then observe and empathize. Interview three users to understand what are the challenges. Go and talk to a bus depot owner and ask them. Sir, what problems you guys are facing in this bus depot. Can you tell me? Sir, everything we are doing manual, sir. Just a bus coming in, come going out. We don't know who is coming, who is going out and every driver has to come here and sign. Can you do something for it? Yeah, we can create confined of a digital way to solve it. Good problem. Next, what is the other problem you have? Sir, so nobody is coming on time. Sir, every bus is getting late. How can we avoid this? Getting late is a very big problem. How do I solve it? Okay, let's put a GPS tracker on each of these buses. See, you don't know whether you are going to solve it in that particular time or not. But understand, ideally you have the potential to solve it. You can still make a concept for it. You don't have to go and implement it tomorrow itself. Maybe you can propose to the government that you could solve it over the time. Right? So think about it and then define what is the real core issue. And then generate five possible ideas at least for that solution. Let it be very raw and then create a small prototype. Don't worry. In the Thursday session implementation, I'll help you how you can able to prototype and try to test it with your user and then submit a report. Let's say before Monday. Today is what? Tuesday, right? You have another five days time. Go to the field, travel to the field tomorrow maybe in the evening or early in the morning, go out, observe a problem. Tuesday and Wednesday try to brainstorm and bring out one. One real core problem. Interview with the people and then next weekend you can generate a lot of ideas and show it to me. Post it to the group, show it to me, share it to me. I'll give you feedbacks. Because a lot of people out there will not have that facility. You guys are there with me. I can able to see your works. Okay. But people are watching in YouTube also they can comment in the type chat box and I will definitely reply back to you. But you can also send an email to us. We will also review your work if it is possible. Okay. And I would say please reflect on all of this design thinking critical thinking methodology. And you can also go and register in the below link for the upcoming webinars which is free of cost. You can take an advantage. Okay. And you can subscribe all of my channels. So thank you so much guys for attending this not for you guys. Just wait. Okay? This is for the people out there who is watching the live stream. So thank you so much guys. We'll see in the day 10. Bye bye. Take care.