Introduction to Design Thinking

Idea Testing -The testing and feedback phase is the crucial stage in
Design Thinking, where we face our solutions head-on with real-
world feedback. It’s a chance to bridge the gap between our creative
dreams and the needs of users, ensuring our solutions are not just
feasible, but truly valuable.

This phase is all about asking critical questions!!

Testing isn’t about finding flaws, but about
uncovering opportunities. Every piece of
feedback, from a raised eyebrow to a burst
of laughter, is a valuable clue in the
treasure hunt for optimal solutions. It’s a
chance to learn, adapt & iteratively evolve
our ideas, ultimately crafting solutions that
truly shine.
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√ Opt: A x Opt: B
Various Testing Methods...
A/B Testing: It’s done to compare two
versions of an idea, like website
layouts or app features. Each version
is tested with real users. Based on the
testing performance data the winning 75% 43%
version is refined more. This helps
create a solution that truly click.
Stress Testing:
It is like a tough workout for the solution prototypes. It’s about
pushing them to the limit to see how they hold up under pressure.
We try to break the ideas with extreme scenarios, like a website
getting tons of traffic or an app being used in a noisy environment.
This helps in identifying the weak spots and make the solutions
stronger before they face real-world challenges.
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Expert Evaluation:
In this method, the specialists in
relevant fields scrutinize the
prototypes. They assess them
against established principles, like
usability guidelines or industry
standards and provide valuable
feedback based on their expertise.
User scenario testing
Scenario Testing: of a low fidelity
vehicle interface
In this testing, the idea solutions are prototype

tested for real-world “what if”

scenarios and their performance is
checked. It’s not just showing the
prototype, but acting out real-world
situations which users might
encounter while using it.
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Data-driven Testing:
It is like putting a magnifying glass to the solution, revealing hidden
patterns and insights through the power of numbers. It involves
collecting and analysing quantitative data about how users interact
with the solution prototypes.
This data might include:
• Website Analytics: Tracking clicks, page views, and user paths.
• App Usage Metrics: Logging interactions, completion rates, and time
spent on features.
• Survey Responses: Gathering feedback on user satisfaction,
preferences, and pain points.
By analysing this data, one can pinpoint areas for improvement,
understand user behaviour, and make informed decisions that drive
better outcomes.
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Action on Testing Feedback... You’ve crossed the testing hurdle and

gathered a treasure trove of feedback! Now comes the crucial part:
transforming those insights into action. Here are some next steps to
take on your test feedback:
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Things to Remember...
Be open to feedback: Don’t get defensive if users point out flaws.
Embrace their critiques as opportunities to make your prototype even
better. Iterate and refine: Based on your test results, make changes to
your prototype. Keep testing and refining until you have a solution that
truly works for everyone. So, embrace the testing phase! Don’t let the
fear of imperfection hold you back. Remember, a solution tested and
refined is infinitely more valuable than one left to gather dust in the
ideation playground. Open your mind, listen to your users, and watch
your ideas blossom into impactful solutions that stand the test of time.
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Implement : Launching your amazing solution feels like crossing the

finish line in a traffic free marathon! Let’s navigate the final steps with
care and strategy. Here’s how to successfully launch your solution:
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1. Plan your Grand Entrance:

Target the right audience: Identify your ideal users
and tailor your launch message to resonate with
their needs and desires. Is it a millennial eco-
warrior app or a senior-friendly carpool service?
Define your audience to define your launch tone.
Craft a compelling story: Frame your solution as a
hero with a mission to conquer traffic woes.
Explain the problem you solve, how your solution
works, and the benefits it brings (think smoother
commutes, happier faces, and maybe even fewer
honks!).
Choose the right platform: Will you launch through
a digital campaign, a community event, or a
partnership with existing platforms? Tailor your
launch strategy to the platform and audience.
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2. Build Anticipation and Buzz:
Tease it up!: Create pre-launch buzz
with sneak peeks, social media
teasers, and interactive contests.
Generate excitement without
revealing all your cards just yet.
Partner with influencers: Collaborate
with relevant social media
personalities or community leaders
to reach a wider audience and gain
their endorsement.
Offer early access or incentives:
Reward early adopters with
exclusive previews, discounts, or
bonus features to create a sense of
exclusivity and drive user adoption.
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3. Launch with a Bang!

Make it memorable: Whether it’s a
virtual launch party, a live demo event,
or an interactive website takeover,
create a launch experience that’s
engaging, informative, & fun.
Get the media’s attention: Issue press
releases, pitch your story to relevant
journalists, and actively engage with
media outlets to gain maximum visibility.
Start the conversation: Spark
community discussions on social media,
Q&A sessions, and user forums to
encourage feedback, build
relationships, and foster organic growth.
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4. Keep the Momentum going...

Monitor and track: Use analytics
tools to understand user
engagement, identify areas for
improvement, and refine your
approach based on real-time data.
Stay responsive: Address user
feedback, answer questions
promptly, and actively manage your
online presence to show you’re
invested in your solution’s success.
Continue to evolve: Don’t rest on
your laurels! Update your solution
with new features, adapt to changing
user needs, and constantly strive to
improve the experience..
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Wow!
These case study examples
show HOW people used
Design Thinking process in
creating successful business
and solutions in real life...
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4. Connecting Dots... Real life case

studies...
4.1 NETFLIX Inc.- Netflix, the global
streaming giant, has revolutionised the
way people consume entertainment
content. A major part of their success can
be attributed to their effective use of
Design Thinking principles. Let’s take a
look at what innovation they did in the
initial days and how they did it.
HOW it started... Empathy Phase...
The video store world was fading, and
Netflix, just another player in the game,
was about to face a choice: adapt or
become a relic. Thiswas the moment
when the founders thought of applying
Design Thinking.
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Empathy Phase... (contd.)

The founders Reed Hastings and
Marc Randolph started visiting
Netflix stores, standing and
observing people for long hours.
He saw customers struggle with
long lines, limited selection, and
frustration over late fees.
Reed: “This system is broken!
There has to be a better way to
rent movies. We need to
understand their pain points.”
Marc: Let’s put ourselves in their
shoes! What are the biggest
annoyances they face?
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Define Phase...
Then they listed out the following customer
problems:
1. Late Fees: The dreaded late fee loomed
large. Forget returning that DVD on time
and you’d be hit with a penalty, sometimes
even exceeding the rental cost itself! Marc & Reed sit in their
messy office,
2. Limited Selection: While Netflix boasted a
surrounded by coffee
vast library, it wasn’t infinite. Popular titles mugs & stacks of late-
often had long wait times, leaving you stuck fee notices. They start
watching reruns of “Friends” (again) while to define the pain
you waited. points of the users in
the current system
3. Shipping Delays: DVDs weren’t exactly Reed: Right! We need
rockets. Depending on your location and to list the problems
chosen plan, it could take days (or even which are causing all
weeks!) for your next movie fix to arrive. this frustration.
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Define Phase... (contd.)

4. Scratched Discs: Tragedy struck when a cherished DVD arrived
with a nasty scratch, rendering your movie night a glitchy mess. The
dreaded “Please rewind...” message became a nightmare.
5. Return Hassle: Sending back DVDs wasn’t exactly convenient.
You had to find the specific envelope, trek to the mailbox, and hope it
arrived on time to avoid those pesky late fees
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Ideation Phase...
Soon, the whiteboard in Netflix office is filled
with crazy and innovative ideas. From
sketches of talking squirrels solving mysteries
to a pizza vending machine powered by happy
viewers’ cheers, the whiteboard became a
playground for Netflix’s wildest dreams.
Marc: Red envelopes! They scream
convenience and instant entertainment. It’s
bold, but it could be revolutionary.
Reed: Let’s prototype it! We need to see how it
feels, how easy it is to use.
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Prototyping Phase...
The Netflix room was buzzing! Walls covered in
wacky drawings, people glued to laptops, and
laughter bouncing off the ceiling. They were like
kids playing, but instead of toys, they built
movie magic.
One group cut out paper stories, choosing
paths for viewers like superheroes. Another
wore weird goggles, exploring history through
virtual walls. Even a shy programmer made an
app that played dramatic music when pizza
popped up on screen! It wasn’t about being
perfect, it was about trying. Every silly idea,
even the ones that flopped, was a jump closer to
something cool. This messy room of “pretend
movies” wasn’t scared of mistakes; it used them
to build the next big thing!
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Testing Phase...
Once the idea was prototyped, they started
to send it across for user feedback. Sarah,
one the beta testers, tries using the early
Netflix website. It’s clunky, slow, and
confusing. She scribbles feedback on a
notepad, highlighting the issues.
Marc: Her feedback is invaluable! We need
to iterate based on what users tell us. This
is how we make it better.
Reed: Exactly! Design thinking is all about
continuous improvement. We never stop
learning and adapting.
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Implementation...
Soon, Netflix launched their Red envelope model &
it was a massive success, disrupting the video
rental industry & paving the way for Netflix’s future
dominance. The convenience & affordability were
game-changers. No more rushing back to the store,
no more late fees, and a seemingly endless library
at your fingertips. The iconic red envelope became
a symbol of Netflix itself, instantly recognizable &
synonymous with movie nights in.
Marc: From red envelopes to streaming revolution,
design thinking helped us create an experience
users truly love.
Reed: It’s not just about movies. It’s a powerful tool
for any challenge, any business. Embrace it, and
unlock your own potential for innovation!
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By applying Design Thinking process, Netflix came up with the

following unique offerings to create a mark in the DVD rental
business:
1. Web-based catalogue of films, instead of having store-fronts. This
meant that users in every part of the country could access the full
Netflix library, rather than being limited to the titles of the nearest
stores.
2. Delivering the DVDs through signature red envelopes over mail,
thus avoiding long store queues & hassles.
3. Introduction of a recurring-revenue model: the subscription model,
which improved second-time movie rental rates considerably.
4. Creation of the movie recommendation system recommending
shows for the subscribers to watch. This eased away pressure from
new releases DVD rentals, to a more uniform renting out of their
content library.
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AARAMBH
They made it a point to do something to improve these rural school
children problems Aarambh is an NGO based in Navi Mumbai,
providing educational, health and vocational skills to underprivileged
children and women.
Lets find out how they transformed the educational experience of
underprivileged children in rural India with their low-cost Help Desk
design, by applying Design Thinking.
HOW it started...
One day the Aarambh founder Sudha Murthy & Sanuree Gomes, an
art director from DDB Mudra were walking through the narrow, dusty
lanes of a rural village. They started observing details of rural
children’s school environment.
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They noticed the difficulties children faced;
they walked miles to reach the nearest school.
There was no concept of carrying school bags,
wearing shoes or a school uniform as most
families were landless labourers who barely
earn Rs.100 for 10 hours of work. Children just
carried their books in their arms, and it was an
urgent need to find them a way to carry their
books.
They also found out that almost all rural
schools lacked fundamental amenities like
desks, leading to students enduring hours of
uncomfortable learning; seated on floors with
hunched backs & eyes squinting at their
books. They made it a point to do something
to improve these rural school children
problems
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Empathy Phase...
Sudha and Sanuree on observing the harsh
reality of rural children’s schooling
environment, started spending time talking to
the children teachers and parents. The children
shyly shared their dreams and daily hurdles.
They rural school teachers, explained the
challenges they faced. Even the rural parents
also expressed their aspirations for their
children’s future to both of them.
Scene: A rural classroom, children sitting on
the floor, struggling to write.
Sudha Murthy: “Look at these children,
Sanuree. Hours on the floor, no desks, no
comfort. We must find a solution.”
Sanuree Gomes: “Absolutely, Sudha. Let’s
think about what we can do.”
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Define Phase...

Back at Aarambh, Sudha & Sanuree got to work

with the goal of redefining the rural classroom
experience. In their office, they shared the notes
& photographs from their rural visit. They soon
identified the critical need for a multifunctional
educational tool that was not only cost-effective
but also child-friendly. Sudha & Sanuree led the
team, guiding them through the data collected in
the empathise phase.
Scene: Aarambh’s office, with photos of rural
schools on the wall.
Sudha Murthy: “We need a cost-effective,
practical solution to change the rural learning
experience.”
Sanuree Gomes: “Yes, it should be something
simple yet revolutionary.”
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Define methods they applied...

Qualitative Analysis: Thematic analysis of empathy phase research
data was done to identify recurring schooling experience patterns in
various rural demographics & key messages across all collected data.
A code based categorization of content & relationships between
various demographic school experience datasets was also created
Quantitative Analysis:
Analysis of surveys & observation data was conducted to identify
patterns & relationships amongst rural school children schooling
experiences. The data was categorized & coded to show emerging
patterns & pain points.
Visual Analysis:
Empathy maps were created grouping similar rural school goers
journey data points for visualizing patterns, relationships & pain points
more effectively
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Define methods they applied... (contd)

Collaborative Analysis:
Finally cross-referencing of data from different sources (interviews,
observations, surveys) was conducted to summarize insights & build
a complete picture of rural Indian children’s school going experience
& its challenges.
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Ideation Phase...
Inspired by a pile of cardboard boxes, Sanuree
thought they just needed a material like cardboard
which is strong, flexible & economical.
On discussion, the team realized the potential of
these sturdy yet flexible boxes too. It suited their
budget constraints & so they ideated & came up
with Help Desk, an innovative cardboard creation
that cleverly converts from a backpack into a desk
& back again. This was really an inventive, not
only imaginative & cost-effective design. They
could foresee creating Help Desk from recycled
cardboard at a minimal cost of approx Rs.10/-.
Scene: An office session with office supply
cardboard boxes around.
Sanuree, looking at a cardboard box: “What if our
solution is right here, in these boxes?”
Sudha: “Cardboard? Interesting... It’s strong,
flexible, and abundant.”
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Prototyping Phase...
The Aarambh team reached out to local retailers,
persuading them to donate their used cardboard
boxes. Back in their workshop, they meticulously
experimented with cardboard, folding and cutting
it into various shapes. They also folded paper
using the origami technique to make quick
prototypes of their ideas. Their first few attempts
had been unsuccessful, but they had persevered,
learning from each failure.
Scene: Resource collaboration-Meeting with retail
store owners, shaking hands.
Sudha Murthy: “Your discarded cartons can be
our children’s new desks. Can we count on your
support?”
Retailer: “Absolutely, it’s for a great cause!”
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Final Prototype...
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Testing Phase... The Aarambh Story

The Help Desk prototype versions were
subsequently taken to schools for testing.
The design was evolving with every
version. Children were eagerly testing out
the newer, more refined models, their faces
lighting up with each new discovery. The
team, watching closely, was taking notes of
every interaction. Sudha attentively
ensured that each prototype was child-
centric and practical.
Scene: Children using Help Desks in
school, carrying them home.
Child: “I love my new desk! It’s also my
bag!”
Sudha Murthy: “Their smiles make it all
worthwhile.”
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Implementation...

With the introduction of Help Desks in rural

schools, the impact was profound. Students
were now studying with greater ease and
comfort. Parents, who had once been worried
about their children’s education, were now
brimming with hope. The local press caught
wind of the story, and journalists were arriving,
eager to report this remarkable innovation.
Scene: Rural school with children using Help
Desks in the class.
Sanuree Gomes: “We’ve surely made a
difference, but there’s more we can do.”
Sudha Murthy: “True, let’s see how we can
improve the product durability further.”
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Further product improvement steps...

Months later during the monsoons Sudha & Sanuree returned to the
schools to observe how their product was performing. They noticed
the worn-out Help Desks, dampened by the rain.
A new challenge had been presenting itself. It was time to iterate
again & ensure that these Help Desks were not only an educational
tool but also a symbol of resilience. They determined to make the next
desk version weatherproof, ensuring that the children’s education
would not be hindered by the rains.
Their resolve became even stronger; the journey of innovation and
empathy continued to meet the evolving needs of the young rural
learners.
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Activity
Using your idea create a prototype of a bottle which warms the water
using the heat inside a human body. Is there a technology which can
do it and what could be the future applications of this amazing
technology that you can think of. Let the process start from design to
prototype and then the testing and after the success launch the
product in the market.