This was my presentation at ubstransform's DesignThinking Conclave event in Jan 2017, Bangalore

1. “Unlocking your Organization’s
Creative Potential”
through - Design Thinking
Sameer Chavan
Director - Experience Design
INTUIT
@sameerux

2. Design
What is Design?

3. What is Design ?
Many definitions!
Creation of plan or process to construct
object or system.
Detail drawing about form and function

4. Design - Classification
Craft Design
- Artist
Industrial Design
- Product Designer
Human Computer Interaction(HCI)
- User Experience Designer
Touch, Gestures, Voice
---------
Multimodal

5. Design – Myths in Software
Design Perception?
A cosmetic makeover?
Last minute after-the-fact thing?
Not so important for business?
Anyone can do it in spare time?

6. Design - Facts
A cosmetic makeover?
Last minute after-the-fact thing?
Not so important for business?
Anyone can do it in spare time?
Is highly functional & user centric !
Involves in every stage of development !
Drives business. Can make or break !
Highly skilled, trained, design educated !
Design Perception?

7. Design - what is it ?
Is about improving human life
and influencing the future
Solve problems
Balancing of technical,
commercial, human and
aesthetic requirements.

8. So how it started at Intuit?
http://investors.intuit.com/press-releases/press-release-details/2015/Building-a-Design-Driven-Company/default.aspx

9. Design - Do you care ?
Design is what makes
you -
love or hate things!

10. Measuring Customer Experience
Intuit’s transformation arguably began in 2004, with its adoption of the
famous Net Promoter Score(NPS), developed by Fred Reichheld, of Bain &
Company.
NPS depends on one simple question for customers:
“How likely are you, on a scale of 0 (not at all likely) to 10 (extremely
likely), to recommend this product or service to a colleague or friend?”
• “Detractors” answer from 0 to 6,
• “passives” answer 7 or 8,
• “promoters” answer 9 or 10.

11. Trying hard to be design driven
For the first couple of years, Intuit saw its NPS rise
significantly.
But by 2007 NPS growth had stalled.

12. Everyone is a Designer!
2007 : Scott Cook wanted the company he had cofounded to
be like Apple—design driven, innovation intensive, wowing
consumers year in and year out with fantastic offerings

13. The Birth of the Idea
Cook, a member of Procter & Gamble’s board of directors,
approached Claudia Kotchka, then P&G’s vice president of
design innovation and strategy, for advice
Cook and Steve Bennett, then Intuit’s CEO, decided to focus
on the role of design in innovation at a two-day off-site for the
company’s top 300 managers
Cook created a one-day program on what he called
- Design for Delight (D4D)

14. From Idea to Initiative
Cook turned to a particularly talented young design director,
Kaaren Hanson, and asked her what she would do to promote
design at Intuit.
She persuaded Cook to let her create a team of design-
thinking coaches—“innovation catalysts”(IC)
FY 2009: The team worked through a design challenge,
creating prototypes, getting feedback, iterating, and refining.

15. From Idea to Initiative

16. From Presentations to Experiments
To begin building design thinking into the DNA of the company,
Cook and Hanson organized a series of Design for Delight
forums(D4D).
Employees have moved from satisfying customers to delighting
them.
• Focus on doing then talking
• Experimenting then debating
• Sketching, Rapid prototyping
• Testing with real users
• Iterating.

17. http://www.intuitlabs.com/resources/

18. Design in India
Do we have design
mark/standards for Indian product
like ISI ?

19. Design in India
www.indiadesignmark.in

20. History of Design - History
Early Design started in -
Typography - manuscripts
Architecture
Mechanical Design
Textile
Crafts
World War resulted in to lot of
inventions and their application/Design
User Research and Psychologist
involved in early fighter aircrafts
Prof M P Ranjan

21. History of Design - History
Bauhaus, was an art school in Germany that
combined crafts and the fine arts, and was
famous for the approach to design that it
publicised and taught. It operated from 1919 to
1933.

22. Design - Craft
Design as CRAFT ?
A craft is an activity such as weaving, carving, or pottery that involves making
things skilfully by hand, often in a traditional way.
● Craft artists create artwork and other
objects that are visually appealing
● Develop creative ideas or new methods for
making art
● Selects & process materials, often by
shaping, joining, or cutting

23. History of Design - Furniture

24. History of Design - Automobile

25. History of Design - Fashion

26. History of Design - Consumer Electronics

27. Iterations/Concepts
Detail Design/Function
Prototyping
Engineering
Research/Customer Insights Industrial Design (ID)
Industrial Design

28. Thinking process
● Analytical Thinking
● Creative Thinking
● Visual Thinking
● Design Thinking

29. Analytical Thinking
Breaks down raw information and undefined problems into specific, workable components that in-turn clearly identifies the issues at hand.
Makes logical conclusions, anticipates obstacles, and considers different approaches to the decision-making process.

30. Analytical Thinking
● Focusing on facts and evidence
● Analyzing data or information or systems
● Dissecting data/information and the analysis of complex things into
simpler constituents
● Reasoning – thinking that is coherent and logical
● Partitioning, breakdown – an analysis into mutually exclusive
categories
● Eliminating extraneous data or analysis of a problem into alternative
possibilities followed by the systematic rejection of unacceptable
alternatives
● Analyzing trends or the analysis of changes over time

31. Creative Thinking
A way of looking at problems or situations from a fresh perspective that suggests
unorthodox solutions (which may look unsettling at first).
http://blog.iqmatrix.com/better-creative-thinker

32. Creative Thinking
● Consider rejecting standardized
formats for problem solving.
● Have an interest in a wide range of
related and divergent fields.
● Take multiple perspectives on a
problem.
● Use trial-and-error methods in their
experimentation.
● Have a future orientation.
Analytical Thinking Creative Thinking
analytic generative
convergent divergent
vertical lateral
probability possibility
focused diffuse
objective subjective
left brain right brain
verbal visual
linear associative
reasoning richness, novelty

33. Visual Thinking (Rapid Prototyping) / Sketching UX
1973 - Robert McKim publishes Experiences in Visual Thinking, which includes
"Express, Test, Cycle" (ETC) as an iterative backbone for design processes.
● Thinking in mental images/pictures
● Converting every text, narration, words
into pictures and movies
● If your ideas can’t be drawn, they can’t
be done.
● It’s also about using tools — like pen
and paper, index cards and software
tools — to externalize your internal
thinking processes, making them more
clear, explicit and actionable.
● Rapid Prototyping ?

34. Visual Thinking (Rapid Prototyping)
Affinity Diagrams
Sketching ideas
Co-creations
Prototyping
Storytelling

35. Design Thinking

36. Design Thinking
“Everything that needs to be said
has already been said.
But, since no one was listening,
everything must be said again.”
André Paul Guillaume Gide was a
French author and winner of the Nobel
Prize in literature in 1947.

37. What is this sudden “Design Thinking”
There is nothing new about “Design Thinking”!
It’s about teaching non-designers
how designer thinks and solve
problem.
- Everyone is designer!
Designer has always been doing
Design Thinking anyway

38. What is this sudden “Design Thinking”
● Although Design is most often used to describe an object or end
result, Design in its most effective form is a process, an action, a
verb not a noun
● “Design Thinking” — a human-centered, prototype-driven process
for innovation that can be applied to product, service, and business
design.
● This human-centered methodology, coupled with a “fail fast” attitude,
allows us to quickly identify, build, and test our way to success.
● We spend less time planning, more time doing/sketching

39. Design Thinking is a MARKETING !
Today, design has gone far beyond its simple
origins as a craft to develop powerful new
ways for people to interact with the world,
emphasizing experience, not technology.
Moreover, it has evolved into a way of
thinking, of problem discovery, and of
enhancing the lives of individuals
Don Norman is well
known person in the field
of User Experience and
Usability. He has
education in Electrical
Engineering and
Psychology
“The phrase “Design Thinking” is controversial. Designers
have talked about design thinking for at least half a century.
It has recently been revived, in part as a marketing slogan
by the company IDEO” - Don Norman

40. Design Thinking?
The notion of design as a "way of thinking"
Problem-focused solvers vs Solution-focused solvers
First Divergent Thinking and then Convergent Thinking

41. Demystifying “Design Thinking”
● Design thinking, is more of a process to solve all kinds of problems
using existing design tools & methodologies.
● Design Thinking as a term was popularized to influence higher
management.
● It is about a mindset change in the entire organization.
● It’s about a changing paradigm in management theory, moving from the
traditional top‐down and quantitative approach to a more bottom‐up,
qualitative approach in innovation & transformation processes.
● It gives a seat for designers to be a part of top management.

42. ● Spend less time planning, more time doing,
● Challenge ourselves to see the world through the eyes
of our customers every step of the way.
● It is applied where both the problem and the solution
are unknown at the outset of the problem-solving
process (as opposed to “tame” or “well-defined”
problems, where the problem is evident and the solution
is possible with some technical knowledge.)
● It has led to the creation of a new executive role of
“Chief Innovation Officer.”
Demystifying “Design Thinking”

43. Design Thinking - Is there anything new ?
Industrial Design
Design = Product (Problem Solving) Design Thinking = Process (Product + Business) = Strategic
User Centered Design
Business Centered Design
Design Thinking
Research Problem Statement Ideation Prototyping Testing Build
Research Concept Prototype Test Develop DeployRe-Design
UCD + Business Goals + Marketing
Emotional Design Participatory Design Contextual Design
Empathize Define Ideate Prototype Test

44. Design Thinking

45. Thanks
@SameerUX