Course Title : Design Thinking and Creativity

Course code : 230IDCB01_02

Dr. Sunil S. Waddar, Associate Professor, School of Mechanical

and Manufacturing Sciences. JSPM University,
1 Pune
 Ideate -
Brainstorming
DESIGN THINKING PROCESS
BRAINSTORMING
▪Brainstorming is group
activity that will help you
generate more innovative
ideas.
▪It’s one of many methods of
ideation—the process of
coming up with new
ideas—and it’s core to
the design thinking
process.
 WHY TO BRAINSTORM??
Brainstorming is an effective way to:
▪ Produce a large number of ideas
▪ Generate ideas quickly
▪ Expand your portfolio of alternatives
▪ Get people unstuck
▪ Inject insights from a broader group
▪ Build enthusiasm
▪ Solve tricky problems
▪ Improve team collaboration
BRAINSTORMING RULES
HOW TO PLAN FOR A BRAINSTORM
SESSION

Phase 1 Phase 2 Phase 3

• 1. Frame a question grounded • 1. Loosen people up with
in an insight to guide the • 1. Group ideas into
group’s thinking. a creative warm-up buckets or themes.
2. Share inspiration and 2. Start with heads-down
2. Vote on your favourite
insights from competitive and individual brainstorming.
analogous research. ideas.
3. Share ideas as a group
3. Embrace a mindset of and build on each other’s 3. Define next steps and
curiosity, using the rules of action items.
brainstorming as a guide. concepts.
COMMON BRAINSTORMING CHALLENGES
GROUP THINK
▪ The urge to conform to the group, even unconsciously, overrides creative thinking and
sharing of new ideas.
COMMON BRAINSTORMING CHALLENGES
OFFICE POLITICS
▪ Participants feel obligated to support a leader’s idea or adopt a competitive mindset and feel
like the brainstorm is a contest to prove individual ability.
COMMON BRAINSTORMING CHALLENGES
DEFAULT TO CONVERGENCE
▪ We’re more conditioned to make choices than to come up with new ideas.
▪ It’s easy for a brainstorm to slip into decision-making mode before the best ideas have a
chance to come out

Converging
too early
towards
solution
COMMON BRAINSTORMING CHALLENGES
GOING OFF TOPIC
▪ Without a clear prompt or challenge, teams can waste brain power exploring unrelated
ideas.
COMMON BRAINSTORMING CHALLENGES
LACK OF MOMENTUM
▪ Lots of great ideas are shared, but they don’t go anywhere after the brainstorm.
COMMON BRAINSTORMING CHALLENGES
WASTING TIME
▪ A brainstorm can drag on for too long or fail to lead to any outcomes without proper
planning both before and after the session.

Lack of Interest
= Wastage of
Time
COMMON BRAINSTORMING CHALLENGES
EXCLUDING INDIVIDUALS
▪ Be careful not to exclude individuals, like introverts, remote workers, or people from
underrepresented groups.
▪ Some teammates might not feel comfortable speaking up in large group settings, and
remote teammates may get left out of in-person meetings.

Introvert
Member of
the group
COMMON BRAINSTORMING CHALLENGES
EMOTIONAL ATTACHMENT
▪ It can feel personal to share your wild ideas. Watch out for people supporting ideas out of
attachment more than logic.
COMMON BRAINSTORMING CHALLENGES
GOOD IDEAS GET LOST
▪ If your brainstorm is rocketing along and you haven’t prepared to capture ideas, the best
ones may get lost in the shuffle
Many Good
Ideas

Sometimes,
good ideas
get Ignored
COMMON BRAINSTORMING CHALLENGES
LACK OF DECISION-MAKING
▪ Teams can get stuck in the divergent mode and continue coming up with new ideas even
when it’s time to narrow the focus.
IDEATE

Evaluation
Techniques
QUICKLY SELECTING IDEAS

➢ Dot-voting: One idea can receive multiple dots. You sort the ideas
according to the number of adhesive dots they’ve accumulated.

➢ Thumb method: everyone points a thumbs-up or thumbs-down

➢ Five-finger method:
Five fingers: “The idea is great.”
Four fingers: “The idea is good.”
Three fingers: “The idea is interesting.”
Two fingers: “The idea has weaknesses.”
One finger: “The idea should be rejected.”

➢ Card sequence: Write the idea on a card or sticky note in keywords.

After a discussion among team members, sort the cards or notes from left (very
good idea) — to right (bad idea). Ideas with the same rating are positioned on top
of each other.
EVALUATION TECHNIQUES

➢ You don’t know whether the idea can be

implemented yet and whether it will position
itself successfully in the market.

➢ In cases of uncertainty, always apply

evaluation methods that consider ideas from
various perspectives.

➢ There’s no single correct method here —

each method has its strengths and
weaknesses.
EVALUATING IDEAS WITH
CHECKLISTS
TO REVIEW THE FOLLOWING SIX AREAS
➢ Feasibility
➢ Strategic and cultural fit
➢ Desirability
➢ Business viability and scalability
➢ Sustainability
➢ Adaptability
EVALUATION TECHNIQUES

▪Pass-fail evaluation

▪Evaluation Matrix

▪SWOT analysis
 PASS FAIL EVALUATION METHOD
▪ Applied for evaluating large number of ideas
based on a simple acceptance or rejection
question.
▪ It allows eliminating the ideas that do not fit with
the basic project requirements such as the
budget and target audiences.
▪ It is a simple decision-making process based on
prime criteria.
THE CRITERIA CAN INCLUDE
QUESTIONS SUCH AS:
▪ Does the idea comply with company strategy? (Yes/No)
▪ Does it talk the company target audience? (Yes/No)
▪ Does the idea sustainable ? (Yes/No)
▪ Does the idea adaptable ? (Yes/No)
▪ Does the idea budget acceptable? (Yes/No)

Note: Although there can be a large number of ideas reviewed in this method, accurate
evaluations should be taken into consideration as a priority in order to avoid
eliminating good ideas with potential success possibility.

The ideas getting more Yes/Likes will go to the next evaluation in the
order.
Cheating in Examinations
AVOID CHEATING IN EXAMINATION
IDEAS 1 2 3 4 5 Total likes

1) Penalize teachers and principals for

student cheating
2) Workshop for students on academic
honesty
3) Personalized exams (different for
each student)
4) Reward students for not cheating
5) Exams given on disconnected
devices
6) One invigilator for each student
7) Public shaming of cheaters
8) Expulsion (rustication) for cheating
EVALUATION MATRIX
▪ The ideas that pass through the first method go through the evaluation
matrix method.
▪ In some cases, the ideas for acceptance are just a few, then we can skip the
first method and transition directly to this step.
A specified score is given to each criterion. For example

Score 0: No expected contribution in the strategic outcome

Score 1: Direct contribution in one strategic outcomes
Score 2: Direct contribution in two strategic outcomes
Score 3: Direct contribution in three strategic outcomes
Score 4: Direct contribution in four or more strategic outcomes
Score 5: Multiple contribution in the organization’s wide
strategic outcomes

The ideas getting higher score will go to the next evaluation in the order.
 Evaluation Matrix
0 1 2 3 4 5 Total

Penalize teachers and principals for

student cheating
Workshop for students on academic
honesty
Personalized exams (different for
each student)
Reward students for not cheating

Exams given on disconnected

devices
One invigilator for each student

Public shaming of cheaters

Expulsion (rustication) for cheating

SWOT ANALYSIS

Marketplace
QUESTIONS TO ANALYZE IDEA’S
Strengths Weaknesses

What are the idea’s advantages? How can the idea can be improved?
What can the idea be successful in? What does the idea lack in term of experience,
What are the current existing idea resources? team and resources?
How others may see the strength of the idea? What can prevent the idea from success?
How do others see the idea in terms of
weaknesses?
Opportunities Threats

What opportunities does the idea have in the What are the obstacles that face the idea?
market? Do the idea weaknesses represent any thread to
How the company can help the idea to succeed? its success?
What are the financial problem that may face
the idea?

The ideas having more strengths & opportunities will go to the next evaluation.
 Rough Prototypes

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WE ARE GOING TO DISCUSS ABOUT
• What is a Prototype?
• Steps/Types/Process of Prototyping.
• Testing of Prototype and preliminary feedback.

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 THE DESIGN THINKING PROCESS

Empathize Define Ideate Prototype Test

Step 1

Step 2

Step 3

Step 4

Step 5
• Observe • Analyse • Brainstorm • Quick • Feedback
• Interview • Identify • Evaluate • Inexpensive • Validation

Insights Needs Concepts Models Solutions

DESIGN THINKING & INNOVATION Saturday, April 20, 2024 34

WHAT IS A PROTOTYPE?
▪ Prototype = the language of Design Thinking
▪ Function = to communicate something about the idea
▪ Purpose = to obtain feedback about the idea

A PROTOTYPE IS A MESSAGE
IT COMMUNICATES SOMETHING ABOUT YOUR IDEA
A PROTOTYPE MUST SPEAK FOR ITSELF

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 Types of Prototype:
• Low Fidelity
(paper)
• High Fidelity
(advanced interactions
& transitions)

DESIGN THINKING & INNOVATION Saturday, April 20, 2024 36

WHAT IS FIDELITY!
▪ Design Fidelity refers to the level of details and functionality built
into a prototype.
▪ Fidelity can vary in the areas of:
• Visual design.
• Content.
• Interactivity.

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LOW FIDELITY PROTOTYPES
▪ Quick and easy way to translate high-level design concepts into tangible and testable artifacts
(on Wood, Metal, Plastic Products, Paper).
• Visual design Only some of the visual attributes of the final product are presented (such
as shapes of elements, basic visual hierarchy, etc.).
• Content Only key elements of the content are included.
• Interactivity It should convey the touch and feel of the product.
▪ There are two types of prototypes:
▪ Paper and
▪ Digital.
▪ Paper prototypes — are freehand sketches made on paper
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DESIGN THINKING & INNOVATION Saturday, April 20, 2024 39
DESIGN THINKING & INNOVATION Saturday, April 20, 2024 40
COMPARASION
Low Fidelity High Fidelity
▪ Low fidelity prototypes are ▪ meant to closely resemble the
intentionally low effort with a finished product in order to extract
sharp focus more accurate feedback
▪ All can doodle
▪ Look like live software
Ex: Paper Prototyping
▪ Tools: Adobe XD, Figma,
• Digital Screens: Miro, Slides, ppt or
Illustrator, Sketch, wireframe kits
pen and paper

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READY REFERENCE
To Communicate This Use These Media
▪ Benefits ▪ Storyboard, ad, skit, song
▪ Job To Be Done ▪ Storyboard, skit
▪ Functionality ▪ Sketch, diagram, flow chart,
storyboard
▪ Components
▪ Diagram

DESIGN THINKING & INNOVATION Saturday, April 20, 2024 42

 PROTOTYPE OR PRETOTYPE?
PROTOTYPE PRETOTYPE

▪ Closely resembles finished ▪ Does not resemble finished

solution solution
▪ Demonstrates all features ▪ Shows only one feature or a few

▪ Long development time ▪ Develop in 10 minutes to 3 days

▪ Expensive ▪ No cost or low cost

▪ Other names are Rough Prototype,

Concept Prototype or Low-Fidelity
Prototype

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 PRETOTYPE

PROTOTYPE

• Ask yourself, how does your idea fit in the context of people’s actual lives.
• Your solution could be a combination of a new idea and what is already being used.
• Then connect the dots, sketch up your final solution and build a real prototype that’s just good
enough to be tested.
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WHAT MEDIUM
SHOULD YOU USE?
▪ Illustration
▪ Written description
▪ 3-D model (any material)
▪ Diagram
▪ Storyboard
▪ Flowchart
▪ Skit
▪ Song
DESIGN THINKING & INNOVATION 45
RAPID, ITERATIVE PROTOTYPING
▪ These are quick and inexpensive prototypes
▪ We make lots of them to test different benefits and features
▪ If we get good results, our prototypes develop
▪ They gradually become more and more realistic
▪ From benefits and features, we advance to prototyping the user’s
experience

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BREAKOUT GROUP ACTIVITY - 1
▪ CREATE A PRETOTYPE in the form of an original illustration with written
explanations.
▪ Remember:
▪ Your PRETOTYPE MUST EXPLAIN ITSELF
▪ Use your PRETOTYPE to communicate one or more benefits and/or features.

Choose anyone to model PRETOTYPE

Gadgets for Webpage Electrical car

polling design design

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