UNIT 1 INTRODUCTION TO DESIGN THINKING

Syllabus: Introduction to elements and principles of Design, basics of design-dot, line, shape, form as
fundamental design components. Principles of design. Introduction to design thinking, history of
Design Thinking, New materials in Industry.

Introduction to Design Thinking

Meaning of Design Thinking :

Design Thinking is not just the property of designers — all the great inventors of engineering,
science, literature, art, music, and business have used it. Design thinking supports in developing,
teaching, learning, and applying strategies to solve complications in a creative manner in the
projects and processes of the business.

Definition of Design Thinking:

Design thinking is a term used to denote a set of strategic, conceptual, and practical processes in
which design concepts are developed (product proposals, structures, equipment, communications,
etc.). Many key concepts and aspects of design thinking have been identified through studies, across
all different design fields, design concepts and design work in both laboratory and environmental
contexts.

Design considerations are also linked to the establishment of products and services within the
business and social environment. Some of these guidelines have been criticized for simplifying the
design process and undermining the role of technical knowledge and skills.

History or Origins of Design Thinking

The methods and concepts of design thinking, although promoted by developing companies and
design consultants, ranging from a wide range of fields including software development,
engineering, anthropology, psychology, art, and business.

Design ideas as they exist today have evolved collaboratively in various fields and industries. Over 50
years, and even more have emerged and merged into the quasi-Darwin system of natural selection.
These have been integrated, documented, and promoted by leading design firms (such as IDEO and
Frog) and educational institutions (such as Stanford's d.school, and Rotman School of Management),
and have been increasingly accepted by the industry.

While these evolutionary and experimental design experiments have led to methods process in the
form of design thinking tools and methods. 11
1963: The idea of using Design as a way of solving complex problems in a simplified manner in
sciences originated in the book ‘The science of the Artificial’ authored by Herbert A. Simon

1973: The idea of design was achieved for Design Engineering by the book ‘experiences in visual
thinking’ authored by Robert McKim

1982: Design methodology is defined by “cross” the study of the principles, practices and procedures
of design are developed .and includes the study of how designers work and think

1987: Peter Rowes Book Titled “design thinking” describes methods and approaches that planners,
designers and architects use

1980s to 1990s: The work of Robert Mckim was consolidated by Rolf Faste at Stanford university
during this period 1991 David M Kelly Founded IDEO and adapt Design thinking to business interests

2009: The design thinking process itself is human centered, offering methods for inspiration,
ideation and learning to designers –Brown

2012: Apply the study of design thinking principles in engineering.

2015: Verbal protocol analysis, cognitive ethnography, controlled laboratory experiments, and other
formal methods from cognitive science have been rigorously applied in engineering

2017: Design thinking reflected in many applications like prototyping, solution-based method is
often useful way to encourage inspiration, ideation and organization learning and human centered
methods

Design Thinker in the organizations

Any individual who has the following traits can be design thinker in the organizations, namely

1. Individual who has the concern for the individuals and who know the working challenges in at
workplace

2. Knowledge of multi -functionality of the organization

3. Vision for developing right process in the organization

4. Capability to understand the problems on the job and ability to work on the problems related to
the jobs of the organization.

Principles of Design Thinking

At this point, it seems to the reader that design thinking is about how to think and act as it is about
process. The process is obviously important, and there are certain, tested tools that need to be
considered within each mode, each with its own set of inputs, outputs, and well-defined functions.
Aside from the process, design thinking is also about thinking, where the concept can be thought of
as an integrated set of beliefs and attitudes. 12
Human Focused Design Thinking: The process that understands from the perspective of the human
including the employees and customers. While doing so design thinker needs to consider the
individuals, beliefs, values and attitudes.

Diversity to work in a team: Design thinking needs to consider individuals from different background
and train to work in a team. While group membership should be balanced throughout the project, it
may be wise to occasionally include outside-organization participants — such as clients, suppliers,
and other topic professionals — in specific modes or activities.

Comprehensive: Although details are important, design experts are also able to identify and consider
relationships, collaborations, and communication between seemingly different ideas.

Flexibility and unconventional comfort: Design thinking is best suited to deal with problems and
opportunities described in an incomprehensible way, and requires great flexibility in terms of both
content and methodology (e.g., with the required repetition of modes and categories).

Communication Skills: Willingness to communicate and work in a variety of ways, including speaking,
visual, and touch. Design experts design and build prototypes, without the perceived lack of skill or
competence.

Application across Professions

In the wake of such support and encouragement for design thinking by big entities, it is easy to
understand the significance and influence that design thinking will assume in the near future for all
sorts of professions. Design thinking is a methodology for finding simplicity in complexity, improving
quality of experience with the designed products and serving the needs of customers by
addressing the target problem faced by them. Design thinking is at the core of the development of
efficient and effective strategies for organizational change.

Design thinking is a five-step process, where each step focuses on a specific goal. Each of the
steps is independent of the next step but is borne out of the previous step. Design thinkers are
expected not to think of the following steps when working on one step.

For example, it is not recommended to think of solutions, when the problem is being defined. The
problem definition must be written in detail without missing any point, even if it makes finding a
solution difficult. In this tutorial, we will understand the importance of design thinking, its impact of
strategy development and we will then explore each of the steps of design thinking.

For a better understanding of the project, its requirements, and schedule we can use the
methodology called Design Thinking.

It helps in the discovery phase of the product. That means How and What will make a great
product. This creative approach is very important in creating things with systematic design.

Design Thinking is also known as Out of the Box thinking. Designers are trying to find more and
more ways for solving the most common problems. Design Thinking is a way to

13 how customers interact with products and

develop the products by the complete study of
the conditions in which they implement.
Design thinking helps us to research the right topic and create exact prototype according to the
customer’s needs. It helps to go in-depth for better understanding and powerful research.

It discovers new ways to upgrade the product with its design. Design Thinking is an iterative
process. It is non-linear too. It means that the previous results are continuously examined and
reviewed by the development team for better understanding. It also helps to add an alternative
solution that replaces the previous model or design.

Features of Design Thinking

The features of design thinking are as under

1. Design thinking understands from the perspective of the customers and provides solution for
improving the product and service quality in the organization.

2. The role of design thinking is to collect feedback from the customers and employees by iteration
of prototyping

3. Expanding the range of solutions to the problems identified in the organization and employee
better customer and employee satisfaction

4. Enable the design thinkers to develop new products, features or services to customer and process
satisfaction.

5. Providing and eco-system through the interaction with the employees, technical capabilities and
customers.

Such problems require multidimensional solutions. Design thinking helps in this regard. It not
only assists a professional to come up with a solution, but it also helps the organization to gain a
competitive edge over its rivals. Following are the benefits conferred by design thinking.

Benefits by design Thinking :

a) Finding simplicity in complexities.

b) Having a beautiful and aesthetically appealing product.
c) Improving clients’ and end user’s quality of experience.
d) Creating innovative, feasible, and viable solutions to real world problems.
e) Addressing the actual requirements of the end users.

Below are the distinguishing features of design thinking, shown in Figure 1.12.
14
 Fig 1.12 Features of Design Thinking

Most of the challenges in the world do not get solved because people trying to address those
problems focus too much on the problem statement. At other times, the problem statement is
overlooked and there is too much stress to find a solution.

Design thinking helps to gain a balance between the problem statement and the solution
developed. A design-oriented mindset is not problem focused, but solution focused

and action oriented. It has to involve both analysis and imagination. Design thinking is the way of
resolving issues and dissolving problematic situations by the help of design.

Strategy of Innovation

Design thinking is also considered to be a strategy for innovation. It leads to dramatic improvements
in innovation. This is why design thinking forms the core of effective strategy development and
seamless organizational change. Anything that involves human interaction, from products, services,
processes etc., can be improved through design thinking. It all depends on the designer’s way to
create, manage, lead, and innovate.

Use of Design Thinking

The basic principle of design thinking is that innovation can be disciplined. Innovation is not an
elusive entity that only a few genius people can experience. It is, rather, a practice that can be
systematically approached by a set of practical and meticulous tools, methodologies, and
frameworks.

Design thinking helps you learn the following.

How to optimize the ability to innovate?

How to develop a variety of concepts, products, services, processes, etc. for endusers?

How to leverage the diverse ideas of innovation?

How to convert useful data, individual insights and vague ideas into feasible reality?
15
How to connect with the customers and end-users by targeting their actual requirements?
How to use the different tools used by designers in their profession for solving your customers’
problems?

Fig 1.13 Design Thinking Help

Design thinking helps, Figure 1.13 people of every profession to arrive at solutions in a planned,
organized, and systematic manner. The step-by-step process helps to create solutions with both the
problem statement and the required solution in mind.

The Elements and Principles of Design:

Elements :

The elements of design, are the building blocks used by the designers to create the designs. They are
the parts, the components that can be isolated and defined in any visual design, they are the
structure of the work, the objects to be arranged and used as part of any composition. Although
without referring to a specific design (editorial, web, etc.) we can say that the general Design
Elements are composed by:

Point

A point is the smallest and most basic element of design and it can be used alone or as a unit in a
group (forming a line or a shape). It has position, but no extension, it is a single mark in a space with
a precise and limited location and it provides a powerful relation between positive and negative
space.

16
Line

If we place many points one next to the other we obtain a line, which can have length and direction,
but no depth. Lines, besides to be used to create a shape, can be used to create perspective and
dominant directional lines (which create a sense of continuance in a composition). Also, they can be
grouped to create a sense of value, density or texture.

Shape

Shape is an element defined by its perimeter, a closed contour. It is the area that is contained within
implied line and it has have two dimensions: height and width. A shape can be geometric (triangle,
square, circle, etc.), realistic (animal, human, etc.) or abstract (icons, stylizations, etc.).

Form

The Form is derived from the combination of point, line and shape. A form describe volume, the 3D
aspect of an object that take up space and it can be viewed from any angle (a cube, a sphere, etc.), it
has width, height and depth.

17
Color

The color is the response of the eye to differing wavelengths of radiation within the visible spectrum.
Colors are used to generate emotions, define hierarchy, create interest, etc. There are many
different kinds of color systems and theories but we will focus on the

3 properties: Hue, Value and Saturation.

Hue: is the color name.

Value: it refers to the lightness or darkness, to how close to black or white the Hue is.

Saturation: It refers to the intensity of a hue, the less gray a color has in it, the more Chroma it has.

Value

Is defined as the relative lightness or darkness, which suggests the depth or volume of a particular
object or area, it is the degree of light and dark in a design, the contrast between black and white
and all the tones in between.

Texture

Texture is the surface quality (simulated and/or actual) that can be seen and felt, can be rough or
smooth, soft or hard, etc. It exists as a surface we can feel, but also as a surface we can see and
imagine the sensation we might have if we touch it, is both a tactile and a visual phenomenon.

18
Space

Is the area between and around objects (negative space) but it also refers to variations in the
perspective and proportions of objects, lines or shapes and it is used for the comparative relation
between different objects or areas. The real space is three dimensional, but in Design when we
create the feeling of depth we call it space.

Principles of Design:

The principles of design combine the elements to create a composition, they are the guidelines used
to arrange the elements. Each principle is a concept used to organize or arrange the structural
elements of a design and it applies to each element of a composition and to the composition as a
whole. Again, without turning to a specific discipline, we can say that the basic Design Principles are
composed by:

Balance

Balance is the concept of visual equilibrium of similar, opposing, or contrasting elements that
together create a unified whole. It refers to the appropriate arrangement of the objects in a design
to create the impression of equality in weight or importance. It comes in 2 forms: Symmetrical
(when the weight of a composition is evenly distributed around a central vertical or horizontal axis)
and Asymmetrical (when the weight of a composition is not evenly distributed around a central axis).

19
Emphasis

It marks the location in a composition which most strongly draw the viewer attention, it is also
referred as the focal point. It is the most important area or object when compared to the other
objects or areas in a composition. There are three stages of emphasis, related to the weight of a
particular object within a composition: Dominant (the object with the most visual weight), Sub-
dominant (the object or element of secondary emphasis) and Subordinate (the object with the least
visual weight, which is usually the background).

Movement

Is the visual flow through the composition, where (depending on the elements placement) the
designer can direct the viewer´s eye over the surface of the design. The movement can be directed
along edges, shapes, lines, color, etc and the purpose of movement is to create unity with eye travel.
By arranging the composition elements in a certain way, a designer can control and force the
movement of the viewer's eyes in and around the composition.

11
0
Pattern

An object or symbol that repeats in the design is a pattern. It can be a pattern with a precise and
regular repetition or an alternate pattern, which uses more than a single object or form of repetition.
We can say that is simply keeping your design in a certain format.

Repetition

Repetition creates unity and consistency in the composition; it is the reuse of the same, similar or
different objects throughout the design. The repetition can be irregular, regular, uneven or even and
can be in the form of Radiation (where the repeated elements spread out from a central point) or
Gradation (where the repeated elements become smaller or larger). It often works with a pattern to
make it seem active and along with the Rhythm helps to create different types of it.

Proportion

Proportion is the comparative relationship in between two or more elements in a composition with
respect to size, color, quantity, degree, etc, or between a whole object and one of its parts. The
purpose of the proportion principle is to create a sense that has order between the elements used
and to have a visual construction; and it can occur in two ways: Harmonious (when the elements are
in proportion) or Unbalanced (when the disproportion is forced).

11
1
Rhythm

Rhythm is the alternation or repetition of elements with defined intervals between them, it creates a
sense of movement and it is used to establish a pattern and/or a texture. There can be 3 different
types of rhythm: Regular, Flowing or Progressive. The Regular rhythm occurs when the intervals
between elements are similar, the Flowing rhythm gives a sense of movement while the Progressive
rhythm shows a sequence of forms through a progression of steps.

Variety

Variety is the principle that refers to the combination of elements in an intricate and complex
relationship using different values, lines, textures, shapes, hues, etc. It is complementary to unity
and often needed to create visual interest or to call the attention to a specific area in the
composition.

Unity

Unity it is used to describe the relationship between the individual elements and the whole of a
composition (which creates a sense of completeness, that all of the parts belong together) and it is a
concept that comes from the Gestalt theory of visual perception and psychology. Three of the most
well-known concepts of this theory are the Closure (is the idea that the brain tends to fill in missing
information when it perceives an object is missing some of its pieces), Continuance (is the idea that
once you begin looking in one direction, you will continue to do so until something more significant
catches your attention) and Similarity, Proximity and Alignment (is the idea that elements of similar
size, shape and color tend to be grouped together by the brain).
11
2
Examples

In the following quick examples, you may notice how the Elements and Principles of Design are
combined. The following examples do not pretend to be a complex explanation of the multiple
possible combinations, but to serve as an easy visual example of how the elements and principles
work together.

11
3
New materials in Industry

Products & Services Made Using Design Thinking:

From health to technology, design thinking has inspired human-centered products across a wide
range of fields and industries. Now more than ever, startups, nonprofits, and large corporations are
going out into the real world to understand their users’ needs and uncover insights that lead to
innovative ideas. Here are some of our favorite examples of products and services created using
design thinking.

1. PillPack, a prescription home-delivery system :

For many older adults, keeping track of when to take medications can be challenging and time-
consuming. PillPack, an online pharmacy and a former startup-in-residence at IDEO that was
acquired by Amazon, has sought to make the experience easier. The company created a prescription
home-delivery system that organizes medications into presorted, easy-to-open packets labeled by
date and time—and sends them straight to your door.

Instead of having medications in five different prescription bottles (in addition to vitamins,
supplements, and over-the-counter medicine) and having to remember when and how often to take
them, you receive them all in packets with clearly marked time stamps that you tear open at specific
times. By understanding customers’ needs and pain points, PillPack was able to design a more
seamless and convenient prescription experience.

2. Airbnb, the online platform that lets you stay anywhere:

When Airbnb was founded in 2008, homestays weren’t as common as they are today. In the
company’s early days, people weren’t booking rooms, and revenue wasn’t increasing beyond $200
per week. Airbnb is now a multibillion dollar online platform for lodging and accomodations, but it
was a moment of learning about their users that the founders saw as a turning point in getting the
company to where it is today.

The early Airbnb team believed that people were hesitant to book through the platform because
photos of listings were low resolution and didn’t effectively show users where they would be staying.
As a result, they traveled to New York to spend time with hosts and help them take high quality
photos, and revenue doubled. According to Joe Gebbia, the designer of the group, that instance of
meeting their users changed the trajectory of the business. Today, Airbnb continues to encourage its
11
employees to test ideas and understand the people4who use their platform.
 3. Uber Eats, an app that’s redefining food delivery:

Food delivery apps have changed how we eat. Uber Eats connects people to restaurants in cities all
over the world, and each place has its own individual food culture and ecosystem. Uber realized that
to create a product that would address the unique needs of each city, it needed to immerse and
learn about the varied experiences of restaurant workers, delivery partners, and customers.

While developing Uber Eats, the team’s designers regularly traveled to different markets to
interview users and observe their product out in the world, from shadowing delivery drivers to
visiting local restaurant owners. Based on their insights, the team has run experiments and built
prototypes to create features—such as the “Most Popular Items” category. Through research and
iteration, the app has continued to evolve and transform the experience of food delivery.

4. Pay It Plan It from American Express, a feature to manage your money :

Unexpected health issues, car repairs, and other larger credit card purchases can lead to interest
when not paid off on time. As a result, American Express worked with IDEO to start Pay It Plan It, a
feature that gives cardmembers more flexibility and control over their money. Pay It allows you to
make payments on small purchases that are less than $100 throughout the month while still earning
rewards. While Plan It makes it possible to split large purchases of more than $100 into equal
monthly payments with a fixed fee and no interest.

The research team found that many young adults were anxious about larger purchases, and they
missed out on rewards when using debit cards or cash for small purchases. The two options of Pay It
and Plan It were started in conjunction with each other to respond to both of these insights, and give
people the tools to anticipate upcoming payments and take control of their spending. Today, almost
all American Express consumer card members have access to Pay It Plan It.

5. Project Bloks, a Google project that helps kids learn to code :

Learning to code empowers kids to build new things, interact with their environment, and use their
imaginations. Project Bloks is an interactive learning experience that teaches children how to
experiment with code through physical blocks. It makes computer science educational, fun, and
perhaps most importantly, tangible.

11
5
To create Project Bloks, Google Creative Lab collaborated with IDEO to discover how kids physically
play and learn. They used materials like foam core, paper, Play-Doh, and 3D-printed models to find
out what made children engaged and curious. The team’s kid-centered approach led them to realize
that many kids gain skills through physical building. As a result, they ultimately decided to create a
set of blocks with various functions and shapes, which kids could combine and arrange into different
commands and patterns.

6. Braun / Oral-B electric toothbrush, a better brushing experience :

As Braun and Oral-B were designing their new electric toothbrush, they originally wanted to create a
high-tech device that could provide in-depth data on people’s brushing performance. After
consulting with designers Kim Colin and Sam Hecht of Future Facility, the team instead decided to
include different features that better met their customers’ needs—and developed a toothbrush that
can both charge through a USB port and connect with an app to easily order new brush heads.

The team’s research with their users allowed them to discover that people were typically already
nervous about not brushing properly, and that such detailed data on hygiene habits would increase
their anxiety. A key insight was that people were looking for ways to make brushing less stressful—
for example, making it simple to charge their toothbrushes and get brush head replacements. The
result is a product that removes barriers rather than adding additional ones.

7. Moonrise, a platform that connects people with on-demand work :

In the US, more than half of people don’t have cash to cover emergency expenses. Moonrise is a
digital platform that matches workers looking for extra shifts with potential employers. It allows
people to easily sign up for short-term, on-demand work with a partner organization via phone and
get paid as soon as they finish, so they can earn extra money to pay for unexpected bills and other
expenses. Additionally, they are labeled as W-2 employees of Moonrise rather than contractors,
which means that they don’t pay self-employment taxes.

Before starting Moonrise as a new business venture, American Family Insurance worked with IDEO
to uncover the needs of working families. Initially, they thought that people needed a budgeting
tool, but their research began to show that people instead wanted a way to create a financial
cushion from extra income. The team then tested a pilot with 11 Moonrisers, 6 employers, and a
group of designers and programmers to create an efficient service. Since Moonrise launched in 2018,
more than 7,000 people have applied to become Moonrisers, and they have earned more than
$500,000.
11
6
 8. LA County Voting System, an intuitive and accessible voting device :

Los Angeles County, with a diverse population of almost 5 million registered voters, is the largest
voting jurisdiction in the US. When its voting system, designed in the 1960s, started to become
outdated and not serve the needs of the present, the county collaborated with Digital Foundry,
Cambridge Consultants, and IDEO to prototype a new voting device that would be intuitive and
accessible to residents of all backgrounds, including people who are low vision or hard of hearing,
use wheelchairs, have learning disabilities, or speak different languages.

The team focused on creating a voting system that would be customizable for different user
experiences. Touch screens navigate voters through the process, then provide a printed paper ballot
that is placed into an integrated ballot box. There are 11 languages supported, and for those who
are low vision, audio provides clear instructions. The result is a voting experience that supports equal
access, meets the needs of today’s voters, and can be adaptable over time.

9. Bendable, a community learning program for South Bend:

In today’s economy, people without higher-level degrees often have a difficult time accessing
education and career support. The city of South Bend, Indiana partnered with The Drucker Institute
and IDEO to build a lifelong learning program that helps communities stay resilient through change.
Managed by South Bend’s St. Joseph County Public Library, Bendable serves as a community-
powered platform that gives residents opportunities to learn from one another.

Before designing Bendable, the team interviewed more than 75 residents, librarians, and business
owners to understand the needs of South Bend. Their on-the-ground research led them to realize
that many South Bend residents wanted to learn from community members, yet at the same time
were under-connected. The team created a repository of learning based on the skills of residents,
and coordinated community connectors to share prototypes throughout South Bend. The result was
a learning program centered around local knowledge and human connection.

QUESTIONS:

1. Define & Briefly Explain Design Thinking?

2. Explain History & Features of Design Thinking?
3. Explain Principles of Design Thinking?
4. Explain Basic Elements of Fundamental Design Components?
5. Explain Principles of Design of Basic Elements?
11
6. Briefly Discuss on New Materials in Industry
7