Design

Thinking
Process
Origin of DT Process
Origin of Design Thinking Process
• It is a methodology of design that originated in Stanford University and is
today considered to be one of the most sought after skills in the industry.
Definition of DT Process

Why Is DT so Important ?
• Stanford University’s Hasso Plattner Institute of Design, commonly known as
the [Link], is renowned for its pioneering approach to design thinking.

Books and Authors • The concept of design thinking began only with a few domains under
consideration, but is now found to be applicable to a myriad of disciplines,
Applications ranging from medicine and aeronautics to management, operations, and
human resource planning.
Principles of Design Thinking
• The teaching and acquisition of design thinking skills has assumed so much
DT– Analysis vs Synthesis importance that it is now being taught at some of the leading universities of
the world, as well as the leading global corporate houses across the globe.
DT – Convergent vs Divergent
• Infosys Ltd., India’s second largest IT-based company providing business
The End Goal of DT consulting, information technology and software engineering services, has also
made design thinking a mandatory skill to be acquired by each of its
5 Stages of DT employee.

DT Frameworks • Stanford University in the United States and the University of Potsdam in
Germany have also promoted design thinking, citing it as one of the most
Origin of DT Process Definition of Design Thinking Process
• A non-linear, iterative process that teams use to understand users, Challenge
assumptions, redefine problems and create innovative solutions to prototype
Definition of DT Process
and test.
Why Is DT so Important ?
• Design thinking is a methodology that designers use to brainstorm and solve
complex problems related to designing and design engineering.
Books and Authors
• Design thinking is a blend of logic, powerful imagination, systematic reasoning
Applications and intuition to bring to the table the ideas that promise to solve the problems
of the clients with desirable outcomes.
Principles of Design Thinking
• Provides a solution-based approach to solving problems.
DT– Analysis vs Synthesis
• Useful in tackling complex problems that are ill-defined or unknown, by
DT – Convergent vs Divergent understanding the human needs involved

The End Goal of DT

5 Stages of DT

DT Frameworks
Origin of DT Process Why Is Design Thinking so Important ?
• Design thinking fosters innovation.
Definition of DT Process
• Companies must innovate to survive and remain competitive in a rapidly
Why Is DT so Important changing environment.
?
• Design thinking is a methodology for finding simplicity in complexity,
improving quality of experience with the designed products and serving the
Books and Authors
needs of customers by addressing the target problem faced by them.
Applications
• Design thinking is at the core of the development of efficient and effective
strategies for organizational change.
Principles of Design Thinking
• Design teams use design thinking to tackle ill-defined/unknown problems
DT– Analysis vs Synthesis
• Wicked problems demand teams to think outside the box, take action
DT – Convergent vs Divergent immediately, and constantly iterate—all hallmarks of design thinking.

The End Goal of DT • Design thinking offers practical methods and tools that major companies like
Google, Apple and Airbnb use to drive innovation.
5 Stages of DT
• From architecture and engineering to technology and services, companies
DT Frameworks across industries have embraced the methodology to drive innovation and
address complex problems.
Origin of DT Process Why Is Design Thinking so Important
• “Design thinking is a human-centered approach to innovation that draws from
Definition of DT Process the designer's toolkit to integrate the needs of people, the possibilities of
technology, and the requirements for business success.”
Why Is DT so Important
?
— Tim Brown, CEO of IDEO
Books and Authors
• Most of the industries trying to solve customers’ problems and address their
Applications needs are failing just because they look at the problems outside in.

Principles of Design Thinking

• However, many problems can be solved in a better manner if we look at them
inside out.

DT– Analysis vs Synthesis

DT – Convergent vs Divergent

The End Goal of DT

5 Stages of DT

DT Frameworks
Origin of DT Process Books and Authors
• The idea of using design as a way of solving complex problems in a simplified
Definition of DT Process manner in sciences originated in the book, ‘The Sciences of the Artificial’,
authored by Herbert [Link] in 1969.
Why Is DT so Important ?
• The same purpose was achieved for design engineering by the book
‘Experiences in Visual Thinking’, authored by Robert McKim in 1973.
Books and Authors
• In 1987, Peter Rowe’s book titled, “Design Thinking” described methods and
Applications approaches that planners, designers, and architects use.

Principles of Design Thinking • The work of Robert McKim was consolidated by Rolf Faste at Stanford
University during 1980s to 1990s.
DT– Analysis vs Synthesis
• Then, David M. Kelly adapted design thinking for business interests. David M.
DT – Convergent vs Divergent Kelly founded IDEO in 1991.

The End Goal of DT

5 Stages of DT

DT Frameworks
Origin of DT Process Applications
• Design thinking finds its application across a variety of professions.
Definition of DT Process
• From sports, education and research to business, management and design,
design thinking is widely used by professionals around the globe.
Why Is DT so Important ?

Books and Authors

Applications

Principles of Design Thinking

DT– Analysis vs Synthesis

DT – Convergent vs Divergent

The End Goal of DT

5 Stages of DT

DT Frameworks
Origin of DT Process Principles of Design Thinking
• According to Christoph Meinel and Larry Leifer, there are four principles to
Definition of DT Process design thinking.

Why Is DT so Important ? a)The Human Rule − This rule states that all kinds of design activity are
ultimately social in nature.
Books and Authors
b)The Ambiguity Rule − This rule requires all design thinkers to preserve
Applications ambiguity in the process design thinking.

Principles of Design c) The Re-design Rule − The re-design rule states that all designs are basically
examples of re-design.
Thinking
d)The Tangibility Rule − The tangibility rule states that making ideas tangible
DT– Analysis vs Synthesis always facilitates communication between design thinkers.

DT – Convergent vs Divergent • These four principles form the foundation of the design thinking process.

The End Goal of DT • A design thinker needs to form his ideas and put them forward based on these
principles.
5 Stages of DT

DT Frameworks
Origin of DT Process Design Thinking – Analysis vs Synthesis
• The two ways of solution-based thinking, i.e. Analysis and Synthesis, and also
Definition of DT Process get to know how it helps in design thinking.

Why Is DT so Important ? • Analysis is derived from the Greek word ‘analusis’, means ‘breaking up’ in
English. (older than the times of great philosophers like Aristotle and Plato)
Books and Authors
• It is the process of breaking down a big single entity into multiple fragments. It
Applications is a deduction where a bigger concept is broken down to smaller ones and the
breaken smaller fragments is necessary for improved understanding.
Principles of Design Thinking
• So, how does analysis help in design thinking? During analysis, design thinkers
DT– Analysis vs are required to break down the problem statement into smaller parts and
study each one of them separately.
Synthesis
• The different smaller components of the problem statement are to be solved
DT – Convergent vs Divergent one-by-one, if possible. Then, solutions are thought for each of the small
problems. Brainstorming is done over each of the solutions.
The End Goal of DT

5 Stages of DT

DT Frameworks
Origin of DT Process Design Thinking – Analysis vs Synthesis
• The underlying assumption in analysis is reductionism. Reductionism states
Definition of DT Process that the reality around us can be reduced down to invisible parts.

Why Is DT so Important ? • The embodiment of this principle is found in basic axioms of analytic
geometry, which says “the whole is equal to the sum of its parts”.
Books and Authors
• However, understanding of a system cannot be developed by analysis alone.
Applications Hence, synthesis is required following analysis.

Principles of Design Thinking • Synthesis refers to the process of combining the fragmented parts into an
aggregated whole. It is an activity that is done at the end of the scientific or
DT– Analysis vs Synthesis creative inquiry. This process leads to creation of a coherent bigger entity,
which is something new and fresh. How does synthesis come into picture in
DT – Convergent vs design thinking?
Divergent

The End Goal of DT

5 Stages of DT

DT Frameworks
Origin of DT Process Design Thinking – Analysis vs Synthesis
• Once the design thinkers have excluded the non-feasible and non-viable
Definition of DT Process solutions and have zeroed-in on the set of feasible and viable solutions, it is
time for the thinkers to put together their solutions.
Why Is DT so Important ?
• Out of 10 available solutions, around 2-3 solutions may need to be excluded
Books and Authors since they may not fit into the larger picture, i.e. the actual solution. This is
where synthesis helps.
Applications
• The design thinkers start from a big entity called the problem statement and
Principles of Design Thinking then end up with another bigger entity, i.e. the solution. The solution is
completely different from the problem statement. During synthesis, it is
DT– Analysis vs ensured that the different ideas are in sync with each other and do not lead to
Synthesis conflicts.

DT – Convergent vs Divergent

The End Goal of DT

5 Stages of DT

DT Frameworks
 Design Thinking – Convergent vs
Origin of DT Process
• Divergent
Divergent thinking involves finding many possible solutions in the first stance.
Definition of DT Process
• This is the essence of design thinking process.
Why Is DT so Important ?
• The design thinkers are required to think of as many solutions as strike their
Books and Authors brain, even if some of them don’t look viable.

Applications • Convergent thinking is a method of narrowing the available solutions to a final

solution.
Principles of Design Thinking
• Divergent thinking is the ability to come up with various unique ideas adherent
to a single theme.
DT– Analysis vs Synthesis
• Convergent thinking is the ability to find the correct solution to the given
DT – Convergent vs problem.
Divergent
• Design thinking delves on divergent thinking in the beginning to ideate many
The End Goal of DT solutions and then resort to convergent thinking to zero-in on the best
solution.
5 Stages of DT

DT Frameworks
Origin of DT Process The End Goal of Design Thinking
• The design thinking process aims to satisfy three criteria: desirability (what do
Definition of DT Process people desire?), feasibility (is it technically possible to build the solution?) and
viability (can the company profit from the solution?). Teams begin with
Why Is DT so Important ? desirability and then bring in the other two lenses.

Books and Authors • Desirability: Meet People’s Needs

Applications
• The design thinking process starts by looking at the needs, dreams and
behaviors of people—the end users. The team listens with empathy to
understand what people want, not what the organization thinks they want or
Principles of Design Thinking
need. The team then thinks about solutions to satisfy these needs from the
DT– Analysis vs Synthesis end user’s point of view.

DT – Convergent vs Divergent

The End Goal of DT

5 Stages of DT

DT Frameworks
Origin of DT Process The End Goal of Design Thinking
• Feasibility: Be Technologically Possible
Definition of DT Process
• Once the team identifies one or more solutions, they determine whether the
organization can implement them. In theory, any solution is feasible if the
Why Is DT so Important ?
organization has infinite resources and time to develop the solution. However,
given the team’s current (or future resources), the team evaluates if the
Books and Authors
solution is worth pursuing. The team may iterate on the solution to make it
Applications more feasible or plan to increase its resources (say, hire more people or
acquire specialized machinery).
Principles of Design Thinking
• At the beginning of the design thinking process, teams should not get too
caught up in the technical implementation. If teams begin with technical
DT– Analysis vs Synthesis
constraints, they might restrict innovation.
DT – Convergent vs Divergent

The End Goal of DT

5 Stages of DT

DT Frameworks
Origin of DT Process The End Goal of Design Thinking
• Viability: Generate Profits
Definition of DT Process
• A desirable and technically feasible product isn’t enough. The organization
must be able to generate revenues and profits from the solution. The viability
Why Is DT so Important ?
lens is essential not only for commercial organizations but also for non-profits.
Books and Authors
• Traditionally, companies begin with feasibility or viability and then try to find a
problem to fit the solution and push it to the market. Design thinking reverses
Applications
this process and advocates that teams begin with desirability and bring in the
other two lenses later.
Principles of Design Thinking

DT– Analysis vs Synthesis

DT – Convergent vs Divergent

The End Goal of DT

5 Stages of DT

DT Frameworks
Origin of DT Process 5 Stages of Design Thinking
Definition of DT Process

Why Is DT so Important ?

Books and Authors

Applications

Principles of Design Thinking

DT– Analysis vs Synthesis

DT – Convergent vs Divergent

The End Goal of DT

5 Stages of DT

DT Frameworks
Origin of DT Process 5 Stages of Design Thinking
Empathize—Research Users' Needs
Definition of DT Process
• This step involves putting oneself into the shoes of the customer or the end-
Why Is DT so Important ? user of our solution.

Books and Authors

• We need to understand the problems faced by the customer and we, as design
thinkers, need to empathize with the customer.

Applications
• This step is carried out in the form of requirement gathering, which involves
interviews and sometimes, even field visits.
Principles of Design Thinking
• This step involves the process of analysis, the one which we discussed in the
DT– Analysis vs Synthesis previous sections.

DT – Convergent vs Divergent • There are a few points to be considered while interviewing the customer.

The End Goal of DT

5 Stages of DT

DT Frameworks
Origin of DT Process 5 Stages of Design Thinking
Define—State Users' Needs and Problems
Definition of DT Process
• Now, we have learnt the problems of our customers and the context as well
Why Is DT so Important ? and It is time to define our problem and arrive at a problem statement.

Books and Authors

• This statement will give us the necessary direction to proceed towards the
issue faced by the customer.

Applications
• As a design thinker, we need to cover all the points and the answers that we
got in the ‘empathize’ phase. This is where the process of synthesis comes
Principles of Design Thinking
into picture.

DT– Analysis vs Synthesis • We have to club all the answers together and convert them into a coherent
single statement.
DT – Convergent vs Divergent
• The first step towards defining a problem is to find who the user is, what is
The End Goal of DT his/her/their needs and then develop insights from the answers.

5 Stages of DT • Think of ‘How might we?’ questions. For example, ‘how might we motivate the
employees in DT?’, ‘How might we address the concern on the connection
DT Frameworks between appraisal ratings and attrition?’, ‘How might we reduce the cost of
knowledge transfer program without compromising its quality and the
mandatory pre-requisite resources?’ and many other questions along the
Origin of DT Process 5 Stages of Design Thinking
Ideate—Challenge Assumptions and Create Ideas
Definition of DT Process
• The third component of design thinking process is the most interesting and
Why Is DT so Important ? perhaps, the most rigorous as well.

Books and Authors

• In this section, called Ideate, a design thinker is supposed to bring to the
table as many ideas as possible.

Applications
• While brainstorming for ideas, it is not checked whether the idea is possible,
feasible, and viable or not.
Principles of Design Thinking
• The only task of thinkers is to think of as many ideas as possible for them.
DT– Analysis vs Synthesis
• In this process, design thinkers also resort to the use of boards, sticky notes,
DT – Convergent vs Divergent sketching, chart papers, mind maps, etc.

The End Goal of DT • Design thinkers also build on the ideas of other design thinkers.

• All solutions suggested by design thinkers are brought to the table and
5 Stages of DT thought over.

DT Frameworks
Origin of DT Process 5 Stages of Design Thinking
Ideate—Challenge Assumptions and Create Ideas
Definition of DT Process
There are rules for brainstorming and are as follows
Why Is DT so Important ?
• Only one conversation is allowed at a time. No other person must intervene
when an idea is being given.
Books and Authors
• Focus must be on the quantity and not on quality. In this step, the group must
Applications have large number of ideas with them.

Principles of Design Thinking • Think out of the blue. Wild ideas must be encouraged even if they invoke plain
humor or seem impossible.
DT– Analysis vs Synthesis
• The group leader must defer judgment. The fellow thinkers also need to
DT – Convergent vs Divergent suspend judgment. Judgmental attitude leads to an obstruction for the
thinkers.
The End Goal of DT
• Visualization is important. The design thinkers must create a visual picture of
the problem statement and then try to see a visual image of their ideas as
5 Stages of DT
well.
DT Frameworks
• Build on each other’s ideas. Support other ideas and build on them through
group discussions and healthy debates.
Origin of DT Process 5 Stages of Design Thinking
Ideate—Challenge Assumptions and Create Ideas
Definition of DT Process
There are rules for brainstorming and are as follows
Why Is DT so Important ?
• Mind map is a diagram that helps to observe and study information in a visual
manner.
Books and Authors
• Mind map is created around a single problem statement and all the ideas to
Applications solve the problem are written around it.

Principles of Design Thinking • The problem statement usually is written at the center of a blank page as a
hub and branches shoot out in all directions representing the solutions.
DT– Analysis vs Synthesis
• The entire map looks like a top view of a tree, with the problem statement as
DT – Convergent vs Divergent the trunk and the solutions as branches. It is also known by the name of spider
diagram.
The End Goal of DT
• It is a well-structured organized diagram meant to aid the thinking process and
to streamline the analysis and synthesis process.
5 Stages of DT

DT Frameworks
Origin of DT Process 5 Stages of Design Thinking
Ideate—Challenge Assumptions and Create Ideas
Definition of DT Process
The guidelines to create a mind map are as follows.
Why Is DT so Important ?
• Begin with the problem statement at the center of a blank white page.

Books and Authors • Use images, different colors, symbols, caricatures, abbreviations and codes to
depict your ideas. Text can be boring, but different depictions can add an
Applications altogether different charm to your mind map.

Principles of Design Thinking • Keywords must replace long statements. The mind map must give a hint to the
design thinker about an idea quickly. Reading a long statement is waste of
DT– Analysis vs Synthesis time.

DT – Convergent vs Divergent • Each and every word written in the mind map must be connected to the
central hub by some or other line or set of lines.
The End Goal of DT
• Use multiple colors for visual stimulation.
5 Stages of DT
• Use radial hierarchy and make use of emphasis, italics, and underlines to
stress on a point.
DT Frameworks
Origin of DT Process 5 Stages of Design Thinking
Prototype—Start to Create Solutions
Definition of DT Process
• This is an experimental phase. The aim is to identify the best possible solution
Why Is DT so Important ? for each problem.

Books and Authors

• A prototype is a product built to test ideas and changes until it resembles the
final product.

Applications
• You can mock-up every feature and interaction in your prototype as in your
fully developed product, check if your idea works, and verify the overall user-
Principles of Design Thinking
experience (UX) strategy.

DT– Analysis vs Synthesis • All the feedback is taken from the customer, and based on the criticisms,
suggestions, and appreciations received, the design thinkers create a better
DT – Convergent vs Divergent solution after iterating the process of design thinking’s first three steps, viz.
Empathize, Define, and Ideate.
The End Goal of DT
• The types of prototyping are Paper prototypes, low-fidelity prototypes,
5 Stages of DT medium-fidelity prototypes and high-fidelity prototypes

DT Frameworks
Origin of DT Process 5 Stages of Design Thinking
Test—Try the Solutions Out
Definition of DT Process
• The team tests these prototypes with real users to evaluate if they solve the
Why Is DT so Important ? problem. The test might throw up new insights, based on which the team
might refine the prototype or even go back to the Define stage to revisit the
Books and Authors problem.

Applications • This is the phase where the final solution is tested on a full scale basis.

• The idea that seems the best according to the feedback of the customers and
Principles of Design Thinking
end users in the prototype phase will be executed.

DT– Analysis vs Synthesis • In this step, the design thinkers are supposed to be collaborative and
[Link] will help to understand what actually works and what does not.
DT – Convergent vs Divergent
• After testing, the entire process of design thinking may have to be repeated. If
The End Goal of DT the end user approves the solution, then the process of design thinking stops
here.
5 Stages of DT
• If the end-user is not satisfied with the results, the design thinker will need to
DT Frameworks frame a new problem definition by incorporating the insights from the last Test
phase and will have to again empathize in a better way with the end user.
Ideate process will be repeated, followed by prototyping and another round of
Origin of DT Process Design Thinking Frameworks
• There is no single definition or process for design thinking. The five-stage
Definition of DT Process design thinking methodology described above is just one of several
frameworks.
Why Is DT so Important ?
• Innovation doesn’t follow a linear path or have a clear-cut formula.
Books and Authors
• Global design leaders and consultants have interpreted the abstract design
process in different ways and have proposed other frameworks of design
Applications
thinking.

Principles of Design Thinking

• Head, Heart and Hand by the American Institution of Graphic Arts
(AIGA)
DT– Analysis vs Synthesis
• Inspire, Ideate, Implement by IDEO
DT – Convergent vs Divergent
• The Double Diamond by the Design Council
The End Goal of DT
• UX Design Process
5 Stages of DT

DT Frameworks
Origin of DT Process Design Thinking Frameworks
Head, Heart and Hand by the American Institution of Graphic Arts
Definition of DT Process (AIGA)

Why Is DT so Important ? • “Head” symbolizes the intellectual component. The team focuses on strategic
thinking, problem-solving and the cognitive aspects of design. It involves
Books and Authors research and analytical thinking to ensure that design decisions are
purposeful.
Applications
• “Heart” represents the emotional dimension. It emphasizes empathy, passion,
and human-centeredness. This aspect is crucial in understanding the users’
Principles of Design Thinking
needs, desires, and experiences to ensure that designs resonate on a deeper,
DT– Analysis vs Synthesis more personal level.

DT – Convergent vs Divergent
• “Hand” signifies the practical execution of ideas, the craftsmanship, and the
skills necessary to turn concepts into tangible solutions. This includes the
mastery of tools, techniques, and materials, as well as the ability to implement
The End Goal of DT
and execute design ideas effectively.

5 Stages of DT

DT Frameworks
Origin of DT Process Design Thinking Frameworks
Inspire, Ideate, Implement by IDEO
Definition of DT Process
• IDEO is a leading design consultancy and has developed its own version of the
design thinking framework.
Why Is DT so Important ?

Books and Authors

• “Inspire” phase, the team focuses on understanding users’ needs, behaviors,
and motivations.

Applications • “Ideate” phase, the team

synthesizes the insights gained to
Principles of Design Thinking brainstorm a wide array of creative
solutions. This stage encourages
DT– Analysis vs Synthesis divergent thinking, where teams
focus on quantity and variety of
DT – Convergent vs Divergent ideas over immediate practicality.

The End Goal of DT • “Implement” phase, the team brings

these ideas to life through
5 Stages of DT prototypes.

DT Frameworks
Origin of DT Process Design Thinking Frameworks
The Double Diamond by the Design Council
Definition of DT Process
• In the book Designing Social Systems in a Changing World, Béla Heinrich
Bánáthy, Professor at San Jose State University and UC Berkeley, created a
Why Is DT so Important ?
“divergence-convergence model” diagram.
Books and Authors
• The British Design Council interpreted this diagram to create the Double
Diamond design process model.
Applications

Principles of Design Thinking

DT– Analysis vs Synthesis

DT – Convergent vs Divergent

The End Goal of DT

5 Stages of DT

DT Frameworks
Origin of DT Process Design Thinking Frameworks
The Double Diamond by the Design Council
Definition of DT Process

Why Is DT so Important ?

Books and Authors

Applications

Principles of Design Thinking

DT– Analysis vs Synthesis

DT – Convergent vs Divergent

The End Goal of DT

5 Stages of DT

DT Frameworks
Origin of DT Process Design Thinking Frameworks
UX Design Process – 8 Stage Process
Definition of DT Process

Why Is DT so Important ?

Books and Authors

Applications

Principles of Design Thinking

DT– Analysis vs Synthesis

DT – Convergent vs Divergent

The End Goal of DT

5 Stages of DT

DT Frameworks