UNIT 1 INTRODUCTION TO DESIGN THINKING
Syllabus: Introduction
to elements and principles of Design, basics of design-dot, line, shape, form
as fundamental design components. Principles of design. Introduction to design thinking, history of Design Thinking, New materials in
Industry.
Meaning of Design Thinking :
Design Thinking
is not just the property of designers — all the great inventors of engineering,
science, literature, art, music, and business have used it. Design thinking
supports in developing, teaching, learning, and applying strategies to solve
complications in a creative manner in the projects and processes of the
business.
Definition of Design Thinking:
Design thinking
is a term used to denote a set of strategic, conceptual, and practical
processes in which design concepts are developed (product proposals,
structures, equipment, communications, etc.). Many key concepts and aspects of
design thinking have been identified through studies, across all different
design fields, design concepts and design work in both laboratory and
environmental contexts.
Design
considerations are also linked to the establishment of products and services
within the business and social environment. Some of these guidelines have been
criticized for simplifying the design process and undermining the role of
technical knowledge and skills.
History
or Origins of Design Thinking
The methods and
concepts of design thinking, although promoted by developing companies and
design consultants, ranging from a wide range of fields including software
development, engineering, anthropology, psychology, art, and business.
Design ideas as
they exist today have evolved collaboratively in various fields and industries.
Over 50 years, and even more have emerged and merged into the quasi-Darwin
system of natural selection. These have been integrated, documented, and
promoted by leading design firms (such as IDEO and Frog) and educational institutions
(such as Stanford's d.school, and Rotman School of Management), and have been
increasingly accepted by the industry.
While these
evolutionary and experimental design experiments have led to methods process in
the form of design thinking tools and methods.
1963: The idea
of using Design as a way of solving complex problems in a simplified manner in
sciences originated in the book ‘The science of the Artificial’ authored by
Herbert A. Simon
1973: The idea
of design was achieved for Design Engineering by the book ‘experiences in
visual thinking’ authored by Robert McKim
1982: Design
methodology is defined by “cross” the study of the principles, practices and
procedures of design are developed .and includes the study of how designers
work and think
1987: Peter
Rowes Book Titled “design thinking” describes methods and approaches that
planners, designers and architects use
1980s to 1990s:
The work of Robert Mckim was consolidated by Rolf Faste at Stanford university
during this period 1991 David M Kelly Founded IDEO and adapt Design thinking to
business interests
2009: The design
thinking process itself is human centered, offering methods for inspiration,
ideation and learning to designers –Brown
2012: Apply the
study of design thinking principles in engineering.
2015: Verbal
protocol analysis, cognitive ethnography, controlled laboratory experiments,
and other formal methods from cognitive science have been rigorously applied in
engineering
2017: Design
thinking reflected in many applications like prototyping, solution-based method
is often useful way to encourage inspiration, ideation and organization
learning and human centered methods
Design
Thinker in the organizations
Any individual who has the following traits
can be design thinker in the organizations, namely
1. Individual who has the concern for the
individuals and who know the working challenges in at workplace
2. Knowledge of multi -functionality of the
organization
3. Vision for developing right process in
the organization
4. Capability to understand the problems on
the job and ability to work on the problems related to the jobs of the
organization.
Principles of Design Thinking
At this point,
it seems to the reader that design thinking is about how to think and act as it
is about process. The process is obviously important, and there are certain,
tested tools that need to be considered within each mode, each with its own set
of inputs, outputs, and well-defined functions. Aside from the process, design
thinking is also about thinking, where the concept can be thought of as an
integrated set of beliefs and attitudes.
Human Focused
Design Thinking: The process that understands from the perspective of the human
including the employees and customers. While doing so design thinker needs to
consider the individuals, beliefs, values and attitudes.
Diversity to
work in a team: Design thinking needs to consider individuals from different
background and train to work in a team. While group membership should be
balanced throughout the project, it may be wise to occasionally include
outside-organization participants — such as clients, suppliers, and other topic
professionals — in specific modes or activities.
Comprehensive:
Although details are important, design experts are also able to identify and
consider relationships, collaborations, and communication between seemingly
different ideas.
Flexibility and
unconventional comfort: Design thinking is best suited to deal with problems
and opportunities described in an incomprehensible way, and requires great flexibility
in terms of both content and methodology (e.g., with the required repetition of
modes and categories).
Communication
Skills: Willingness to communicate and work in a variety of ways, including
speaking, visual, and touch. Design experts design and build prototypes,
without the perceived lack of skill or competence.
Application across Professions
In the wake of such support
and encouragement for design thinking by big entities, it is easy to
understand the significance and influence that design thinking will assume
in the near future for all
sorts of professions. Design thinking is a methodology for finding simplicity
in complexity, improving quality of experience
with the designed products and serving the needs
of customers by addressing the target problem faced by them. Design thinking is
at the core of the development of efficient and effective strategies for organizational change.
Design thinking
is a five-step process, where each step focuses on a specific
goal. Each of the steps is independent of the next step
but is borne out of the previous step. Design thinkers are expected not to think of the following steps when working on one step.
For example, it
is not recommended to think of solutions, when the problem is being defined. The problem definition must be written in
detail without missing any point, even if it makes finding a solution difficult. In this tutorial,
we will understand the importance of design thinking, its impact of strategy
development and we will then explore each of the steps of design thinking.
For a better understanding of the project,
its requirements, and schedule we can use the methodology called Design Thinking.
It helps in the discovery
phase of the product. That means
How and What will make a great
product. This creative approach is very
important in creating things with systematic design.
Design Thinking is also known as
Out of the Box
thinking. Designers are trying to find more and more ways for solving the most common
problems. Design Thinking
is a way to
develop the products
by the complete study of how customers
interact with products
and the conditions in which they implement.
Design thinking helps us to research the right topic and create exact prototype according to the customer’s needs. It helps to go in-depth for better understanding and powerful research.
It discovers new ways to upgrade the product with its design.
Design Thinking is an iterative
process. It is non-linear too. It means that the previous results
are continuously examined
and reviewed by the development team for better understanding. It also helps to
add an alternative solution that replaces the previous model or design.
Features of Design Thinking
The features of
design thinking are as under
1. Design
thinking understands from the perspective of the customers and provides
solution for improving the product and service quality in the organization.
2. The role of
design thinking is to collect feedback from the customers and employees by
iteration of prototyping
3. Expanding the
range of solutions to the problems identified in the organization and employee
better customer and employee satisfaction
4. Enable the
design thinkers to develop new products, features or services to customer and
process satisfaction.
5. Providing and
eco-system through the interaction with the employees, technical capabilities
and customers.
Such problems
require multidimensional solutions. Design thinking helps in this regard. It not only assists a professional to come
up with a solution, but it also helps the organization to gain a competitive edge over its rivals. Following
are the benefits conferred by design thinking.
Benefits by
design Thinking :
a) Finding simplicity in complexities.
b) Having a beautiful and aesthetically appealing
product.
c) Improving clients’ and end user’s quality
of experience.
d) Creating innovative, feasible, and viable solutions to real world problems.
e) Addressing the actual requirements of the end users.
Below are the distinguishing features of design thinking,
shown in Figure
1.12.
Most of the
challenges in the world do not get solved because people trying to address
those problems focus too much on the
problem statement. At other times, the problem statement is overlooked and there is too much stress to find a solution.
Design thinking helps to gain a balance between the problem statement and the solution developed. A design-oriented mindset is not problem focused, but solution focused
and action oriented. It has to involve both analysis and imagination. Design thinking is the way of resolving issues and dissolving problematic situations by the help of design.
Strategy of Innovation
Design thinking is also considered to be a strategy for innovation. It leads to dramatic improvements in innovation. This is why design thinking forms the core of effective strategy development and seamless organizational change. Anything that involves human interaction, from products, services, processes etc., can be improved through design thinking. It all depends on the designer’s way to create, manage, lead, and innovate.
Use of Design Thinking
The basic principle of design thinking is that innovation can be disciplined. Innovation is not an elusive entity that only a few genius people can experience. It is, rather, a practice that can be systematically approached by a set of practical and meticulous tools, methodologies, and frameworks.
Design thinking helps you learn the following.
How to optimize the ability to innovate?
How to develop a variety of concepts, products,
services, processes, etc. for endusers?
- How to leverage the diverse ideas of innovation?
- How to convert useful data, individual insights and vague ideas into feasible reality?
- How to connect with the customers and end-users by targeting their actual requirements?
- How to use the different tools used by designers in their profession for solving your customers’ problems?
Fig 1.13 Design Thinking Help
Design thinking helps, Figure 1.13 people of every profession to arrive at solutions in a planned, organized, and systematic manner. The step-by-step process helps to create solutions with both the problem statement and the required solution in mind.
The Elements and Principles of Design:
Elements :
The elements of design, are the building blocks used by the designers to create the designs. They are the parts, the components that can be isolated and defined in any visual design, they are the structure of the work, the objects to be arranged and used as part of any composition. Although without referring to a specific design (editorial, web, etc.) we can say that the general Design Elements are composed by:
Point
A point is the smallest and most basic element of design and it can be used alone or as a unit in a group (forming a line or a shape). It has position, but no extension, it is a single mark in a space with a precise and limited location and it provides a powerful relation between positive and negative space.
Line
If we place many points one next to the other we obtain a line, which can have length and direction, but no depth. Lines, besides to be used to create a shape, can be used to create perspective and dominant directional lines (which create a sense of continuance in a composition). Also, they can be grouped to create a sense of value, density or texture.
Shape
Shape is an element defined by its perimeter, a closed contour. It is the area that is contained within implied line and it has have two dimensions: height and width. A shape can be geometric (triangle, square, circle, etc.), realistic (animal, human, etc.) or abstract (icons, stylizations, etc.).
Form
The Form is derived from the combination of point, line and shape. A form describe volume, the 3D aspect of an object that take up space and it can be viewed from any angle (a cube, a sphere, etc.), it has width, height and depth.
Color
The color is the response of the eye to differing wavelengths of radiation within the visible spectrum. Colors are used to generate emotions, define hierarchy, create interest, etc. There are many different kinds of color systems and theories but we will focus on the
3 properties: Hue, Value and Saturation.
Hue: is the color name.
Value: it refers to the lightness or darkness, to how close to black or white the Hue is.
Saturation: It refers to the intensity of a hue, the less gray a color has in it, the more Chroma it has.
Value
Is defined as the relative lightness or darkness, which suggests the depth or volume of a particular object or area, it is the degree of light and dark in a design, the contrast between black and white and all the tones in between.
Texture
Texture is the surface quality (simulated and/or actual) that can be seen and felt, can be rough or smooth, soft or hard, etc. It exists as a surface we can feel, but also as a surface we can see and imagine the sensation we might have if we touch it, is both a tactile and a visual phenomenon.
Space
Is the area between and around objects (negative space) but it also refers to variations in the perspective and proportions of objects, lines or shapes and it is used for the comparative relation between different objects or areas. The real space is three dimensional, but in Design when we create the feeling of depth we call it space.
Principles of Design:
The principles of design combine the elements to create a composition, they are the guidelines used to arrange the elements. Each principle is a concept used to organize or arrange the structural elements of a design and it applies to each element of a composition and to the composition as a whole. Again, without turning to a specific discipline, we can say that the basic Design Principles are composed by:
Balance
Balance is the concept of visual equilibrium of similar, opposing, or contrasting elements that together create a unified whole. It refers to the appropriate arrangement of the objects in a design to create the impression of equality in weight or importance. It comes in 2 forms: Symmetrical (when the weight of a composition is evenly distributed around a central vertical or horizontal axis) and Asymmetrical (when the weight of a composition is not evenly distributed around a central axis).
Emphasis
It marks the location in a composition which most strongly draw the viewer attention, it is also referred as the focal point. It is the most important area or object when compared to the other objects or areas in a composition. There are three stages of emphasis, related to the weight of a particular object within a composition: Dominant (the object with the most visual weight), Sub-dominant (the object or element of secondary emphasis) and Subordinate (the object with the least visual weight, which is usually the background).
Movement
Is the visual flow through the composition, where (depending on the elements placement) the designer can direct the viewer´s eye over the surface of the design. The movement can be directed along edges, shapes, lines, color, etc and the purpose of movement is to create unity with eye travel. By arranging the composition elements in a certain way, a designer can control and force the movement of the viewer's eyes in and around the composition.
Pattern
An object or symbol that repeats in the design is a pattern. It can be a pattern with a precise and regular repetition or an alternate pattern, which uses more than a single object or form of repetition. We can say that is simply keeping your design in a certain format.
Repetition
Repetition creates unity and consistency in the composition; it is the reuse of the same, similar or different objects throughout the design. The repetition can be irregular, regular, uneven or even and can be in the form of Radiation (where the repeated elements spread out from a central point) or Gradation (where the repeated elements become smaller or larger). It often works with a pattern to make it seem active and along with the Rhythm helps to create different types of it.
Proportion
Proportion is the comparative relationship in between two or more elements in a composition with respect to size, color, quantity, degree, etc, or between a whole object and one of its parts. The purpose of the proportion principle is to create a sense that has order between the elements used and to have a visual construction; and it can occur in two ways: Harmonious (when the elements are in proportion) or Unbalanced (when the disproportion is forced).
Rhythm
Rhythm is the alternation or repetition of elements with defined intervals between them, it creates a sense of movement and it is used to establish a pattern and/or a texture. There can be 3 different types of rhythm: Regular, Flowing or Progressive. The Regular rhythm occurs when the intervals between elements are similar, the Flowing rhythm gives a sense of movement while the Progressive rhythm shows a sequence of forms through a progression of steps.
Variety
Variety is the principle that refers to the combination of elements in an intricate and complex relationship using different values, lines, textures, shapes, hues, etc. It is complementary to unity and often needed to create visual interest or to call the attention to a specific area in the composition.
Unity
Unity it is used to describe the relationship between the individual elements and the whole of a composition (which creates a sense of completeness, that all of the parts belong together) and it is a concept that comes from the Gestalt theory of visual perception and psychology. Three of the most well-known concepts of this theory are the Closure (is the idea that the brain tends to fill in missing information when it perceives an object is missing some of its pieces), Continuance (is the idea that once you begin looking in one direction, you will continue to do so until something more significant catches your attention) and Similarity, Proximity and Alignment (is the idea that elements of similar size, shape and color tend to be grouped together by the brain).
Examples
In the following quick examples, you may notice how the Elements and Principles of Design are combined. The following examples do not pretend to be a complex explanation of the multiple possible combinations, but to serve as an easy visual example of how the elements and principles work together.
New materials in Industry
Products & Services Made Using Design Thinking:
From health to technology, design thinking has inspired human-centered products across a wide range of fields and industries. Now more than ever, startups, nonprofits, and large corporations are going out into the real world to understand their users’ needs and uncover insights that lead to innovative ideas. Here are some of our favorite examples of products and services created using design thinking.
1. PillPack, a prescription home-delivery system :
For many older adults, keeping track of when to take medications can be challenging and time-consuming. PillPack, an online pharmacy and a former startup-in-residence at IDEO that was acquired by Amazon, has sought to make the experience easier. The company created a prescription home-delivery system that organizes medications into presorted, easy-to-open packets labeled by date and time—and sends them straight to your door.
Instead of having medications in five different prescription bottles (in addition to vitamins, supplements, and over-the-counter medicine) and having to remember when and how often to take them, you receive them all in packets with clearly marked time stamps that you tear open at specific times. By understanding customers’ needs and pain points, PillPack was able to design a more seamless and convenient prescription experience.
2. Airbnb, the online platform that lets you stay anywhere:
When Airbnb was founded in 2008, homestays weren’t as common as they are today. In the company’s early days, people weren’t booking rooms, and revenue wasn’t increasing beyond $200 per week. Airbnb is now a multibillion dollar online platform for lodging and accomodations, but it was a moment of learning about their users that the founders saw as a turning point in getting the company to where it is today.
The early Airbnb team believed that people were hesitant to book through the platform because photos of listings were low resolution and didn’t effectively show users where they would be staying. As a result, they traveled to New York to spend time with hosts and help them take high quality photos, and revenue doubled. According to Joe Gebbia, the designer of the group, that instance of meeting their users changed the trajectory of the business. Today, Airbnb continues to encourage its employees to test ideas and understand the people who use their platform.
3. Uber Eats, an app that’s redefining food delivery:
Food delivery apps have changed how we eat. Uber Eats connects people to restaurants in cities all over the world, and each place has its own individual food culture and ecosystem. Uber realized that to create a product that would address the unique needs of each city, it needed to immerse and learn about the varied experiences of restaurant workers, delivery partners, and customers.
While developing Uber Eats, the team’s designers regularly traveled to different markets to interview users and observe their product out in the world, from shadowing delivery drivers to visiting local restaurant owners. Based on their insights, the team has run experiments and built prototypes to create features—such as the “Most Popular Items” category. Through research and iteration, the app has continued to evolve and transform the experience of food delivery.
4. Pay It Plan It from American Express, a feature to manage your money:
Unexpected health issues, car repairs, and other larger credit card purchases can lead to interest when not paid off on time. As a result, American Express worked with IDEO to start Pay It Plan It, a feature that gives cardmembers more flexibility and control over their money. Pay It allows you to make payments on small purchases that are less than $100 throughout the month while still earning rewards. While Plan It makes it possible to split large purchases of more than $100 into equal monthly payments with a fixed fee and no interest.
The research team found that many young adults were anxious about larger purchases, and they missed out on rewards when using debit cards or cash for small purchases. The two options of Pay It and Plan It were started in conjunction with each other to respond to both of these insights, and give people the tools to anticipate upcoming payments and take control of their spending. Today, almost all American Express consumer card members have access to Pay It Plan It.
5. Project Bloks, a Google project that helps kids learn to code:
Learning to code empowers kids to build new things, interact with their environment, and use their imaginations. Project Bloks is an interactive learning experience that teaches children how to experiment with code through physical blocks. It makes computer science educational, fun, and perhaps most importantly, tangible.
To create Project Bloks, Google Creative Lab collaborated with IDEO to discover how kids physically play and learn. They used materials like foam core, paper, Play-Doh, and 3D-printed models to find out what made children engaged and curious. The team’s kid-centered approach led them to realize that many kids gain skills through physical building. As a result, they ultimately decided to create a set of blocks with various functions and shapes, which kids could combine and arrange into different commands and patterns.
6. Braun / Oral-B electric toothbrush, a better brushing experience:
As Braun and Oral-B were designing their new electric toothbrush, they originally wanted to create a high-tech device that could provide in-depth data on people’s brushing performance. After consulting with designers Kim Colin and Sam Hecht of Future Facility, the team instead decided to include different features that better met their customers’ needs—and developed a toothbrush that can both charge through a USB port and connect with an app to easily order new brush heads.
The team’s research with their users allowed them to discover that people were typically already nervous about not brushing properly, and that such detailed data on hygiene habits would increase their anxiety. A key insight was that people were looking for ways to make brushing less stressful—for example, making it simple to charge their toothbrushes and get brush head replacements. The result is a product that removes barriers rather than adding additional ones.
7. Moonrise, a platform that connects people with on-demand work:
In the US, more than half of people don’t have cash to cover emergency expenses. Moonrise is a digital platform that matches workers looking for extra shifts with potential employers. It allows people to easily sign up for short-term, on-demand work with a partner organization via phone and get paid as soon as they finish, so they can earn extra money to pay for unexpected bills and other expenses. Additionally, they are labeled as W-2 employees of Moonrise rather than contractors, which means that they don’t pay self-employment taxes.
Before starting Moonrise as a new business venture, American Family Insurance worked with IDEO to uncover the needs of working families. Initially, they thought that people needed a budgeting tool, but their research began to show that people instead wanted a way to create a financial cushion from extra income. The team then tested a pilot with 11 Moonrisers, 6 employers, and a group of designers and programmers to create an efficient service. Since Moonrise launched in 2018, more than 7,000 people have applied to become Moonrisers, and they have earned more than $500,000.
8. LA County Voting System, an intuitive and accessible voting device:
Los Angeles County, with a diverse population of almost 5 million registered voters, is the largest voting jurisdiction in the US. When its voting system, designed in the 1960s, started to become outdated and not serve the needs of the present, the county collaborated with Digital Foundry, Cambridge Consultants, and IDEO to prototype a new voting device that would be intuitive and accessible to residents of all backgrounds, including people who are low vision or hard of hearing, use wheelchairs, have learning disabilities, or speak different languages.
The team focused on creating a voting system that would be customizable for different user experiences. Touch screens navigate voters through the process, then provide a printed paper ballot that is placed into an integrated ballot box. There are 11 languages supported, and for those who are low vision, audio provides clear instructions. The result is a voting experience that supports equal access, meets the needs of today’s voters, and can be adaptable over time.
9. Bendable, a community learning program for South Bend:
In today’s economy, people without higher-level degrees often have a difficult time accessing education and career support. The city of South Bend, Indiana partnered with The Drucker Institute and IDEO to build a lifelong learning program that helps communities stay resilient through change. Managed by South Bend’s St. Joseph County Public Library, Bendable serves as a community-powered platform that gives residents opportunities to learn from one another.
Before designing Bendable, the team interviewed more than 75 residents, librarians, and business owners to understand the needs of South Bend. Their on-the-ground research led them to realize that many South Bend residents wanted to learn from community members, yet at the same time were under-connected. The team created a repository of learning based on the skills of residents, and coordinated community connectors to share prototypes throughout South Bend. The result was a learning program centered around local knowledge and human connection.
QUESTIONS:
1. Define & Briefly Explain Design Thinking?
2. Explain History & Features of Design Thinking?
3. Explain Principles of Design Thinking?
4. Explain Basic Elements of Fundamental Design Components?
5. Explain Principles of Design of Basic Elements?
6. Briefly Discuss on New Materials in Industry
Introduction to Design
Depending
on the industry we are talking about, design can have many different
definitions. Most generally, “design” is a process for deliberately creating a
product to meet a set of needs. Mobile app development requires both
engineering design and product design. Engineering design focuses on physics,
such as speed, mass and other performance measures while product design also
considers user and consumers by asking what the user wants in a product. Thus,
Design is a realization of a concept or idea into a configuration, drawing or a
product.
Characteristics of successful product development
A product
is something sold by an enterprise to itscustomers oraproduct is a set of
attributes offered to customers to fulfill their needs or requirements. It is obtainedbyconversionofrawmaterial.Theproductisanentityforwhichclear ideaofitsdesignanddevelopment
isknown.Thepurposeoftheproduct shouldbe clearly visible.
Product Design & Development (PDD)
·
Basic need of everymanufacturingcompany
·
Consumerswantandexpectnewandbetter products
·
Nottoinnovateapproachisbecomingincreasinglyrisky
·
Innovatingnewproductisexpensiveandrisky
Whatisproductdevelopment?
Product Development is the set ofactivities, beginning
with the perception of a market opportunity and ending in the production, sales
and delivery of a product.The goal of
the subject is to present a clear and detailed way a set of product development
methods while focusing together the marketing, Design and manufacturing
functions of the organization.
 |
Productdevelopmentisaninterdisciplinaryactivityrequiringcontribution
from the following three functions.
Design
Marketing:Themarketing
function mediates the interactions between the firm and its customers.
Marketing also typically arranges for communication betweenthe firm and its
customers, sets target prices and oversees the launch and promotion of the product.
Design: The design function playsthe lead rolein
defining the physical formof the product to best meet customer needs. In this
context, the design function includes engineering design (mechanical,
electrical, software etc.) and industrial design (aesthetics, ergonomics, user
interfaces).
Manufacturing: The manufacturing function is
primarily responsible for designing and operating the production system in
order to produce the product. Broadly defined, the manufacturing function also
often includes purchasing, distribution and installation. This collection of
activities is sometimes called the supply chain.
