PRE-CLASS ASSIGNMENT
PROFESSIONAL COURSE
SEMESTER I
2020/2021 SESSION
GLRB 0010
COURSE NAME:
DESIGN THINKING FOR ENTREPRENEURSHIP
NAME
KAVITHA A/P MATHIAZAN
MATRIC NUM
A17HA0061
I/C NUM
980226015632
COURSE
GLRB 0010 SECTION 1 (16/1/2021)
INSTRUCTOR
Prof. Madya Dr.Abdul Rashid bin Husain
This study source was downloaded by 100000849085667 from CourseHero.com on 06-24-2022 18:37:37 GMT -05:00
https://www.coursehero.com/file/80102892/PRE-CLASS-ASSIGNMENT-KAVITHA-MATHIAZHAN-A17HA0061-GLRB-0010-SEC-1pdf/
1. Design Thinking (DT) is described by Brown in [1] as a process that must pass through
three spaces. Then, DT has been evolving and become in more refined model as the 5steps Design Thinking Process shown in the video by InVision. Describe the similarity
between the DT process defined by Brown [1] and InVision [2].
From my point of view, the similarity between both definitions given by Brown and
InVision is 5 stages of design thinking process (Empathize, Define, Ideate, Prototype, Test) are
actually extracted from the initial definition of 3 spaces of design thinking processes defined by
Brown which are “Inspiration, Ideation, Implementation”. These three phases are broken down
into five actionable stages which means that they’re interconnected. Besides, both definition by
Brown and InVision have same approaches in solving the problems whereby both refers to user’s
perspective. Human centered exploration done in inspiration phase to understand the core
customer base in both.
2. The step called ‘Prototype’ is a very important and crucial part in Design Thinking.
Elaborate this ‘Prototype’ step and explain how it should be executed in order to offer
effective solutions.
Refers to InVision, prototype comes in all shapes and sizes from basic bottles to
interactive digital mock ups in order to have something tangible that can be tested in real people.
Testing prototypes with real users will give a great insight whether the solution provided for the
problem is valid or need more work to improve with the feedbacks received. It is also important
to make changes and improvements before spending the time and money building or producing
the real product. The steps are the team should produce an inexpensive, scaled down version of
the product as it could even be a simple paper prototype. It doesn’t have to be complex and
expensive. In order to achieve the effective solution, design prototype in a way the users could be
able to understand to be much more precise about what the ultimate design should accomplish
and the specific usage of it. Prototype should be made to learn about the strengths and
weaknesses of the idea and to identify new directions that further prototypes might take. The
design that emerged.
This study source was downloaded by 100000849085667 from CourseHero.com on 06-24-2022 18:37:37 GMT -05:00
https://www.coursehero.com/file/80102892/PRE-CLASS-ASSIGNMENT-KAVITHA-MATHIAZHAN-A17HA0061-GLRB-0010-SEC-1pdf/
3. Describe how the IDEO Design Thinking team have helped Shimano, the manufacturer
of bicycle components, to revisit the Shimano design approach in order to improve the
company’s growth.
Shimano collaborated with IDEO team as they were having flattening business growth.
IDEO DT team approached the three phases of design thinking. At first, during the inspiration
phase, both team worked on identifying appropriate constraints for the project. They started
focusing more broadly than on the high-end market where they have problem as 90% of
American adults don’t ride bikes. Looking for new ways to think about the problem, the team
members spent time with all kinds of consumers. They discovered that nearly everyone they met
rode a bike as a child and had happy memories of doing so.
They also discovered that many Americans are intimidated by cycling today—by the
retail experience (including the young, Lycraclad athletes who serve as sales staff in most
independent bike stores); by the complexity and cost of the bikes, accessories, and specialized
clothing; by the danger of cycling on roads not designed for bicycles; and by the demands of
maintaining a technically sophisticated bike that is ridden infrequently. They did human-centered
exploration by looking its insights from people outside Shimano’s core customer base which led
to the realization that a whole new category of bicycling might be able to reconnect American
consumers to their experiences as children while also dealing with the root causes of their
feelings of intimidation—thus revealing a large untapped market.
Later, the design team came up with the concept of “Coasting” which aims to entice
lapsed bikers into an activity that was simple, straightforward, and fun. The design team didn’t
stop with the bike itself. In-store retailing strategies were created for independent bike dealers, in
part to alleviate the discomfort that biking novices felt in stores designed to serve enthusiasts.
IDEO team also developed a brand that identified Coasting as a way to enjoy life. (“Chill.
Explore. Dawdle. Lollygag. First one there’s a rotten egg.”). In addition, it designed a public
relations campaign by collaborating with local governments and cycling organizations that
identified safe places to ride. Although many others became involved in the project when it
reached the implementation phase, the application of design thinking in the earliest stages of
This study source was downloaded by 100000849085667 from CourseHero.com on 06-24-2022 18:37:37 GMT -05:00
https://www.coursehero.com/file/80102892/PRE-CLASS-ASSIGNMENT-KAVITHA-MATHIAZHAN-A17HA0061-GLRB-0010-SEC-1pdf/
innovation is what led to this complete solution. The team also created a reference design to
inspire the bike companies own design teams which leads to seven more bicycle manufacturers
signed up to produce Coasting bikes in 2008.
4. Aravind Eye Care System, founded by Dr. Venkataswamy Aravind, is one of the biggest
eye care provided in the world [1]. Aravind’s approach towards establishing the Eye care
system is viewed to be in some way ‘inherit’ the Edison’s world view of electric power
system invention. Discuss the similarity of the design approach taken by Aravind and
Edison.
Aravind’s execution of its mission and model is in some respects reminiscent of Edison’s
holistic concept of electric power delivery. whom made it a profession that blended art, craft,
science, business savvy, and an astute under- standing of customers and markets. His concept is
similar to Thomas Edison where he understood people’s need that mere a bulb isn’t enough so he
generated the electric power supply as well. Likewise, Aravind understand the rural populations
where unaffordable or unavailable health care and decided to deliver eye care by bringing both
preventive care and diagnostic screening to the countryside with his innovative idea. He always
provide solutions to all the challenges he faced just like Edison whereby. For instance, due to
lack of access, Aravind’s hospitals are located far from urban centers so that business goes
beyond ophthalmic care per se to transmit expert practice to populations that have historically
lacked access.
He also implemented team-based approach to innovation just like Edison where the
company operates with its network of hospitals and held “eye camps” Aravind’s problem solving
approaches of design thinking similar to Edison which featured endless rounds of trial and
error—the “99% perspiration” in Edison’s famous definition of genius. For example, since
access to transportation is a common problem in rural areas, the company provides buses that
take patients needing further treatment to one of its urban facilities and then home again. Later in
few years, the solution was bolstered its diagnostic capabilities in the field with telemedicine
trucks, which enable doctors back at Aravind’s hospitals to participate in care decisions.
Innovation is hard work but Aravind deals with it design thinking approaches similar to Edison.
Furthermore, the problem he faced when Aravind faced problem as the suppliers costs a pair of
This study source was downloaded by 100000849085667 from CourseHero.com on 06-24-2022 18:37:37 GMT -05:00
https://www.coursehero.com/file/80102892/PRE-CLASS-ASSIGNMENT-KAVITHA-MATHIAZHAN-A17HA0061-GLRB-0010-SEC-1pdf/
intraocular lenses made in the West at $200 which is very expensive. Instead of persuading them,
he decided to build his own solution just like Edison come up with his own innovations. He built
manufacturing plant in the basement of one of its hospitals which is an inexpensive technology
to produce lenses for $4 a pair. Throughout its history—defined by the constraints of poverty,
ignorance, and an enormous unmet need—Aravind has built a systemic solution to a complex
social and medical problem.
5. Outline the steps taken by Bank of America developing its product – Keep the Change.
Also elaborate what has inspired the design team to propose the product.
First of all, as a way of applying design thinking in the innovation of its product, Bank of
America seek outside help from IDEO to work with a team from the bank. They helped in
identifying a consumer behavior that many people will recognize Bank of America’s innovation
was to build this behavior into a debit card account. They innovated in a way that customers who
use their debit cards to make purchases can now choose to have the total rounded up to the
nearest dollar and the difference deposited in their savings accounts. The success of this
innovation lay in its appeal to an instinctive desire we have to put money aside in a painless and
invisible way. Keep the Change creates an experience that feels natural because it models
behavior that many of us already exhibit. To be sure, Bank of America sweetens the deal by
matching 100% of the change saved in the first three months and 5% of annual totals (up to
$250) thereafter. This encourages customers to try it out. But the real payoff is emotional: the
gratification that comes with monthly statements showing customers they’ve saved money
without even trying. Keep the Change demonstrates that design thinking can identify an aspect of
human behavior and then convert it into both a customer benefit and a business value.
This study source was downloaded by 100000849085667 from CourseHero.com on 06-24-2022 18:37:37 GMT -05:00
https://www.coursehero.com/file/80102892/PRE-CLASS-ASSIGNMENT-KAVITHA-MATHIAZHAN-A17HA0061-GLRB-0010-SEC-1pdf/
6. Share you view on the main difference between the Design Thinking and conventional
design approach in designing solutions. Also give your views on the important factors
that should be considered in Design Thinking approach to ensure effective solutions can
be proposed.
In my opinion, conventional thinking is the usual common way of thinking and doing
things at workplace, in your family and society in daily basis. Conventional thinking tends to
lead to conforming to cultural norms in behavior and thinking while design thinking is thinking
out of the box in a creative and innovative way within our capabilities to provide the perfect
effective solution for the problem we face or others facing. Design thinking is the better
approach that everyone should exercise in daily challenges and problems. Innovative solutions
always benefit the users with the prototypes and testing as well as giving opportunity for
corrections and enhancement. Factors need to be considered in Design thinking is mainly the
users ‘mindset and understand the root cause of the problems. Alternative solutions and
assumptions should be taken in consideration and later on test it with the real users’ before
producing the final product or solution. Prototype must be made with all the specific features for
the users to understand fully on the uses. It takes time but it worth it when the solution paid off at
the end of the process. It’s all about trials and errors but every error is a learning process. It
satisfies the human needs based on the situation and technological changes. For instance, Grab is
a transport company which was initially providing e-hailing services but then later on modified
their services to provide food delivery as well which eventually doubled up their profits. They
knew their customers’ needs and wants and enhancing services based on their customers’
perspectives.
This study source was downloaded by 100000849085667 from CourseHero.com on 06-24-2022 18:37:37 GMT -05:00
https://www.coursehero.com/file/80102892/PRE-CLASS-ASSIGNMENT-KAVITHA-MATHIAZHAN-A17HA0061-GLRB-0010-SEC-1pdf/
Powered by TCPDF (www.tcpdf.org)