This document provides an overview of Design Distinction, a practice area at Tata Management Training Centre (TMTC) focused on design thinking. It discusses why design thinking is relevant for businesses today to help solve complex problems. Design Distinction aims to conduct research and learning interventions to integrate design thinking into business strategy and practice. This will help both consumers and creators of design. The document outlines TMTC's proprietary model of Design Distinction and how it can be executed through various learning and development programs, research studies, pilot projects, and specialist alliances to establish design thinking within Tata Group businesses.

1. Page 1 of 4
Design Distinction….. WHY IS IT RELEVANT NOW?
Though extensively discussed and increasingly proposed, design thinking is
relatively a recent concept in management. It is now almost at the
threshold of defining the strategy and planning roadmap, as well as,
plotting the application and execution parameters for everyday course of
business.
In a popular Harvard Business Review article, Tom Kelly, the CEO of IDEO,
describes design thinking as “a discipline that uses a designer’s sensibility
and methods to match user needs with what is technologically feasible and
what a viable business strategy can convert into customer value and
market opportunity.” While this might have all the elements that define
design thinking, even this description is not considered as a generic
definition for lack of wide-spread acceptance across academia and
industry.
Design Distinction, the emerging quarters of research and learning at
TMTC, is essentially what emerges as ‘the viewpoint of consensus’ from
the design thinking greenfield; regardless of the vantage point from where
it is perceived – the concept designer’s or the business manager’s.
Therefore, the most pertinent starting point for this specialty practice area
is the understanding on how design thinking might be relevant and
conducive for business, given that design influences a variety of outcomes
in an organization – product, packaging, merchandising, interaction, process and even services. The
foremost purpose of this ‘design device’ is to employ design thinking and help solve ill-defined and/or
complex problems in each of these manifestations.
Design Distinction, though essentially about research and learning
interventions in design thinking, would also help in integrating that
knowledge in strategy and practice. Thus making it relevant for both; the
consumers, as well as, the creators of design!
Tata Nano Pixel: Personal Transport Concept
ACTIVATE Design
WELL BEGUN. HALF WON.
INTEGRATE
Highlight the Design
Distinction practice further by
inviting TMTC for a gratis
workshop with the leadership.
FACILITATE
Enable writing of Design
Distinction case studies by
granting access to relevant
data within the business.
NOMINATE
Identify relevant human
capital in design and nominate
them for customized Design
Distinction programs at TMTC
STIMULATE
Sponsor Design Distinction
events in-house with TMTC, to
create and foster a design
culture within the business.

2. Page 2 of 4
TATA MOTORS
Design Distinction….. HOW DOES IT WORK?
Proprietory Model of Design Distinction at Tata Management Training Centre (TMTC)

3. Page 3 of 4
Design Distinction….. WHY IS IT PERTINENT TODAY?
Design Distinction has the potential to be a crest practice for several Tata
Group businesses that have successfully embodied the Quality Excellence
promise by following the Tata Business Excellence Model (TBEM).
Design Distinction, if embodied and employed well by these organizations,
can catalyze their journey in surpassing quality benchmarks and regulatory
compliances. For others, who are yet to get there, this will accelerate the
quest for distinctive differentiation.
Design Distinction, in either case, when adopted as a paradigm will
facilitate development of products and services (and all processes in
support) to evoke emotional connect with the potential buyers and users.
Design Distinction emanates limitless ‘emotional quality’. The brand,
product and profit premium when attached to this virtue; could now
aspire to evoke pertinent customer emotions. That too in line with some
of most desired responses sought from consumers:
 PRODUCT/PROCESS SEMANTICS
It speaks out its utility. And the users that.
 PRODUCT/PROCESS FUNCTION
It works without a snag. Its use is intuitive.
 PRODUCT/PROCESS FORM
It fits into the user’s space/scheme. And blends in well.
 HOLISTIC EVALUATION
It has everything. With its attention to detail, it feels special.
 DELIGHTFUL EXPERIENCE
It has something within (a factor) that’s make it almost magnetic.
Brand Aligned Competitive Analysis Design
INDIAN HOTELS
MANIFEST Design
GET THEM TO SAY THIS
Design Reflex: Stage 1
OBJECTIVE
I got to have it going.
It ties into me.
Design Reflex: Stage 2
REQUISITE
I know it’s made for me.
It talks to me.
Design Reflex: Stage 3
ESSENTIAL
I can’t live without it.
It adds to me.
Reflective Recurrences
CERTAINTY
It couldn’t have been any
better.
DIGNITY
It makes me feel good about
myself.

4. Page 4 of 4
Design Distinction….. HOW CAN WE EXECUTE IT?
EMPHASISE ENDEAVOUR EXERCISE
Learning and
Development
Interventions for
Business Excellence via
DESIGN DISTINCTION
DESIGN DISTINCTION
through User Design
Research vis-à-vis
Consumer Market
Research
Research and Learning
Interventions for Pilot
Rollouts of Seamless
and Integrated
DESIGN DISTINCTION
EMPHASIS PROGRAMS
for
Business managers,
who are consumers of
design outputs
OBSERVATION STUDIES
with
Prototype/Substitute/
Competitive product
development
PILOT ENTERPRISE
through
Project based rollout to
implement design
thinking in companies
SPECIALIST
PROGRAMS
For designers in various
design faculties viz.
product, brand,
packaging, service,
industrial, interface,
information design
SPECIALIST
ALLIANCES
Tie-up with task forces
for design research
Develop cases on group
design experiences*
SPECIALIST
CO-CREATION
Contribute to current
design exercise,
strategically
Create a designer
forum to periodically
share learning
* Titan / Tata Motors ERC / Jaguar / mJuntion / TCS HR / Tata Salt
TMTC : TGBU
80:20
TMTC : TGBU
50:50
TMTC : TGBU
20:80
Scale of Involvement - Tata Management Training Center : Tata Group Business Unit
ESTABLISH Design
HELP US, HELP YOU
RAJIV NARVEKAR, PhD
Practice Leader
Innovation & Strategy
Domains: Design Innovation,
Business Strategy and
Service Science
E rnarvekar@tata.com
M +91-92253 64060
AJAY KOLHATKAR, PhD
Senior Practice Consultant
Innovation & Strategy
Domain: Design Thinking,
Consumer Interface and
Social Connectivity
E akolhatkar@tata.com
M +91-92255 24842
NIRANJAN PRAKASH
Practice Consultant
Markets & Customers
Domain: Brand Strategy,
Marketing Communication and
Visual Design
E nprakash@tata.com
M +91-97111 77877