Design thinking

Course introduction
Dr. Pham Thi My Dung
Mobile: 0912922227
Email: dungptm@[Link]
Design thinking
Course introduction

Teamcode: ej5q1j7
 Course objectives
• Introduce students to a systematic design-based
approach aimed at accelerating innovation.
• Expand students' thinking about corporate design and
innovation beyond the design and development of new
products to other fundamental sources of value
creation.
• Strengthen students' individual and collaborative
capabilities to identify customer needs, create sound
concept hypotheses, collect appropriate data, and
develop a prototype.
• Teach students to translate broadly defined
opportunities into actionable innovation possibilities
and recommendations.
 Course learning outcomes
Knowledge

• CLO1: Comprehend the concepts and process of Design Thinking

and how to apply it systematically to accelerate innovation.
• CLO2: Understand how to broaden the perspective on design and
innovation beyond new product development to other
fundamental sources of value creation.
• CLO3: Identify and analyze customer needs to define core
problems.
• CLO4: Proficiently use Design Thinking tools to create innovative,
feasible, and needs-oriented solutions.
 Course learning outcomes
Skills

• CLO5: Flexibly and effectively apply the steps of the

Design Thinking process to solve problems.
• CLO6: Strengthen individual and collaborative
capabilities to collect data, create sound concept
hypotheses, and develop prototypes.
• CLO7: Skillfully use storytelling and visual communication
to deliver compelling presentations and effectively
convey ideas.
 Course content

Course introduction
Chapter 1. Design thinking introduction
Chapter 2. Design thinking process
Chapter 3. Design thinking tools
Chapter 4. Design thinking practice
Chapter 5. Research themes in Design thinking
Course materials
Text books
[1] IDEO, 2015, The field guide of human-
centered design, [Link]
[2] Brown, Tim, and Barry Ka ̄ tz. Change by
Design: How Design Thinking Transforms
Organizations and Inspires Innovation. New
York: Harper Business, 2009. On reserve at
the Bio-Med Library.
 Evaluation

10% Attendance
30% Mid term
• 15% Show case
• 15% Short examination
60% Final term
• Writing test
 Assessment methods

Assessment
Value Note
Items
1. Attendance and 10% - Check attendance 2 times per meeting
Participation Note: Absence 1 time is counted as absence ½ class meeting.
Students who are absent more than 20% of class meetings will
not be allowed to attend final exam.
2. Mid-term 30% 15% - show case
15% - Short examination
3. Final Exam 60% Written exam

Total 100%
design thinking
at glance
 Stages of
transformation
From uncertainty to money
Design Thinking is a structured process that transforms
uncertainty into tangible value. It provides a roadmap
for navigating ambiguity, moving from a vague
problem to a concrete solution that generates revenue
or other forms of worth.

Design Thinking is a methodical approach to managing

the inherent risk of innovation. It uses a human-
centered, iterative process to systematically move
from a state of ambiguity (an uncertain problem) to a
state of clarity (a valuable solution).
 what is design?
design is simply magic
Design is the act of devising a course of
action aimed at changing existing
situations into preferred ones (Herbert A.
Simon, 1969)

Design is a human-centered, iterative approach to

problem-solving that integrates empathy,
creativity, and rationality to generate innovative
solutions.”
— Brown, 2009
 what is design?
design is simply magic
Design is an intentional, iterative
process that seeks to understand users,
challenge assumptions, redefine
problems, and create innovative
solutions that address real needs.”
— Liedtka, 2015
 what design?
design is simply magic
Design is the practice of navigating
uncertainty and complexity to create
something new and valuable.

Design as a creative and intellectual journey

that moves from a state of the unknown
toward a solution, requiring deep insight and
the ability to handle challenges without a
clear roadmap
 designer
Craftsperson, Problem-solver,
User-centered
A designer is the person who applies their
specialized craft to build the solution.
A designer is a professional who creates the
plan, form, or structure of something before
it is made. They use their creativity, skills, and
knowledge to solve problems and produce
things that are functional, aesthetically
pleasing, and useful for people.
from designer

to design thinker
A design thinker is the person who guides
the team in figuring out what to build and
why it should be built. They use the design
process as a framework to solve problems,
even if those problems are not "design"
problems in the traditional sense (e.g.,
improving a company's internal process,
developing a business strategy).
 “What if Managers
Thought Like Designers?”
empathy, invention, and iteration
Consider for a moment. We are human
beings; our first responses are
dominated not by calculations but by
feelings. What Ive and his team
understand is that if you have an object
in your pocket or hand for hours every
day, then your relationship with it is
profound, human, and emotional.
Actor Stephen Fry interview Apple Chief Designer Jonathan Ive
design thinker
Unwavering Empathy,
Iterative Process,
Visionary Leadership
Steve Jobs was more than a designer or a design
thinker; he was a visionary leader who leveraged
the principles of both. He was the ultimate
arbiter of taste and experience. He used his own
immense vision and intuition to guide the design
process, and he drove his teams to create
products that were not just innovative, but also
user-centered and beautiful. He essentially
created the culture and conditions for great
design to happen at Apple, making him an iconic
figure in both fields.
 01.
“Design is all about action,
and business too often gets
stuck at the talking stage.”

why design? “Design teaches us how to make

02.
things feel real, and most
business rhetoric today remains
largely irrelevant to the people
who are supposed to make things
“Every manager needs design” happen”

03.
“Design is tailored to dealing with
“In today’s increasingly fast-paced and uncertainty, and business’s
obsession with analysis is best
unpredictable environment, business suited for a stable and predictable

needs design precisely because of all world”

the differences we’ve noted:”

04.
“Design understands that products
and services are bought by human
beings, not target markets
segmented into demographic
categories”
 “Design and Business: A Match
Made in Heaven—or Hell?”
• Design becomes a strategic asset: Design is not seen merely as a
tool for aesthetics but as a core strategy for innovation and
growth. It helps a business identify new opportunities, create new
value, and build a strong brand identity.
• Empathy drives profit: Business leaders understand that deep
empathy for the customer, a cornerstone of design, is the most
effective way to create products and services people are willing
to pay for.
• Innovation is systematic: Design provides a structured process
(like Design Thinking) for navigating uncertainty and developing
new products, which reduces risk and increases the likelihood of
market success.
Thank you
very much