This document discusses design thinking and its principles. It emphasizes understanding human experiences and needs through techniques like observation, interviews and prototyping. Design thinking is presented as a process to understand problems, diverge from initial assumptions to generate many ideas, converge to select promising solutions, and test those solutions. The goal is to design products, services and systems that are meaningful, intuitive and delightful for users.

1. DESIGN THINKING
A N D T R U E V A L U E C R E A T I O N
Sudhir Nain, CEO @ Bayzil

2. How many of us have seen big bets…
…that failed and wasted a lot money?

3. Thats How We Tackle The Unknown…
…with the confidence that we’ll end somewhere great.

4. We Need An Antidote
To Death By Analysis

5. Starts With Being Ok With 'Sorta’ Answers
BRD, PRD, [X]RD Build & Test Model
V/S

6. Can’t Plan or Script Great Experiences
Embrace
Experimentation
Prototype to
Think and Learn
Ask Interesting
Questions
Prove/Disprove
Hypothesis

7. Darwin
Constant Evolution. Bottom Up. Never Done. Unpredictable. Large Scale.
Newton
Top down. Predictive. Imaginative.

8. Many Schools Of Thought, But Similar Intent

9. Layers Of Human Experience
STRATEGIC DESIGN
Make It
Meaningful
INTERACTION DESIGN
Make It
Intuitive
EMOTIONAL DESIGN
Make It
Delightful

10. It’s About Human Experience
Corporate Objective
COMPLAINT RATE
Design Thinking
INDIVIDUAL EXPERIENCE

11. “Design Thinking Comes Of Age”
DESIGNING SYSTEMS
Design isn’t just about
aesthetics. It’s about applying
the principles of design to the
way products are built.
DESIGNING BEHAVIOURS
Moving from the design of
objects to design of
behaviours. Designing verbs,
not nouns.
[Harvard Business Review September 2015]

12. Designing Systems

13. Designing Behaviours

14. TECHNOLOGY
(FEASIBILITY)
BUSINESS
(VIABILITY)
DESIGN INNOVATION
HUMAN VALUES
(DESIRABILITY, USABILITY)
Process Innovation
Functional Innovation Emotional Innovation

15. Where Millennials Learn About
Money Over Plates Of Chocolate
Mousse With Ginger Cream.
+

16. A Battle Tested Process to Build Things
Products | Services | Systems | Strategy
Understand
Finding the exact customer
segment and the problem space
to tackle. Falling in love with the
customer, knowing who that
person is, what job they want to
do, and where’s white space.
1
Diverge
Explore any and every possibility.
Think broad to get narrow. Keep
things open and flat. Quantity
begets quality. Focused on each
individual, not the larger group.
2 Converge
Begin deciding what elements to
keep or toss, how much fidelity,
etc.About making hard choices
and deciding on a direction.
3
Test
Getting the answer to "Should it
be built?" Testing for demand
through rapid iteration and
experimenting.
5
4
Prototype
Prototype the ‘money’ part, not
just the user experience. you can
also gain empathy through
prototyping.
CUSTOMER:PROBLEM FIT PROBLEM:SOLUTION FIT

17. Gaining Empathy
OBSERVE
ENGAGE
IMMERSE

18. Jobs To Be Done Interviews
The wrong place to start is by asking customers what they want.We need to look deeper and examine underlying needs.
High-level jobs-to-be-
done
1
Current approaches
and pain points
2
Benchmarks and
competing offerings
3
Performance criteria
customers use
4 What prevents new
solutions from being
adopted
5
Value success creates
for customers
6

20. Extreme Users
Their needs are amplified and their work-arounds are often more notable.

21. COMPLEXITY
CURIOSITY
ELABORATION
FLEXIBILITY
FLUENCY
IMAGINATION
ORIGINALITY
RISK-TAKING
Divergent Thinking

22. How Might We…
How might we create an Apple
Watch app to buy and sell stocks.
How might we redesign personal
finance for wearables.
How might rich people maintain
lifestyle after retirement.
TOO NARROW TOO WIDE
x x

23. Amp up the good
Remove the bad
Explore the opposite
Question an assumption
Go after adjectives
ID unexpected resources
Create an analogy from need or context
Play against the challenge
Change a status quo
Break POV into pieces

24. Sketching
NOTES
1
MIND MAP
2
CRAZY 8s
3
STORYBOARD
4

25. Convergent Thinking
Example: Which of the three vehicles are the best replacements for my car?
SPEED
LOGIC
ACCURACY
CULMINATION
REAPPLICATION
SINGULARITY
LUCIDITY
RIGHT ANSWER

26. Zen Voting
Review the ideas and vote in silence to allow everyone to form their own opinions before they get biased by each other.

27. Thinking Hats

28. Journey Map
What seems meaningless, could
actually be the nugget that develops
into a stunning insight.
You can create a journey map based
on observation and interview – or you
might ask a user to draw a journey
map and then explain it to you.
Look for patterns and anomalies and
question why those themes or events
occurred.
It is often the pairing of an
observation with the designer’s
knowledge and perspective that
yields a meaningful insight.

29. Draw how you think about spending money…
Tell me more about this intersection.
Prototype To Gain Empathy
Exposes different information than simple interviewing and observation might.

30. Pick some material and
start building.
Prototype to Test
Let users experience them and react to them.
Move on before you get
emotionally attached.
Identify what you’re
testing in the prototype.
Build with the user
and their behaviour in
mind.

31. Thank You
sudhir@bayzil.com