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Design Thinking: A Conside a e App oach o P oblem Sol ing, A
Li e a u e Re iew
D . Ha shada Rau
Assis an P o esso , Maha ash a Educa ion Socie y Ins i u e o Managemen and Ca ee
Cou ses.
D . Gi ish Ashok Bodhanka
Associa e P o esso , Maha ash a Educa ion Socie y Ins i u e o Managemen and Ca ee
Cou ses.
D . Manasi Bha e
P o esso , Maha ash a Educa ion Socie y Ins i u e o Managemen and Ca ee Cou ses.
Abs acT:
Designe s no only c ea e c ea i e solu ions by collabo a ing wi h colleagues (o he
designe s, enginee s, ma ke ing specialis s, e c.), esea che s, and s akeholde s, bu hey also
equen ly collabo a e wi h he end consume s o hei p oduc s. In he pa icipa o y
app oach, he p oduc use is iewed as a 'pa ne ' h oughou he c ea i e p ocess, om da a
analysis o de eloping new ideas and design solu ions. The o e all ad an age o collabo a i e
design hinking is e iden . Co-c ea ion no only imp o es a p oduc 's image, he well-being
o u u e cus ome s, and hei de o ion o he b and, bu i also aises he e ec i eness o
c ea i e and inno a i e p ocesses. Use s a e ega ded as expe s du ing he design p ocess,
pa icula ly in hei in e ac ions wi h and expe iences wi h speci ic goods and se ices. The
s udy e eals
In oduc ion:
The design hinking echnique is widely used in business and is becoming inc easingly
popula in public se ices. None heless, he e a e ma ke niches in which pa icipan s p e e
no o use he ools and p ocedu es p o ided by his new app oach. A e desc ibing he
cha ac e is ics o he design hinking app oach, he pape seeks o p esen po en ial solu ions
o i s widesp ead adop ion in all indus ies by p o iding eal possibili ies o exp essing he
ad an ages nume ically.
Following a b ie concep ual cla i ica ion, he pape discusses wo majo di icul ies. The i s
majo opic is whe he nume ical e ec i eness in luences decision-make s in encou aging he
sp ead o he design hinking app oach. Second, h ee app op ia e measu emen me hods o
e alua ing e icacy a e in oduced, wi h a compa ison o hei key aspec s. Finally, he w i e s
d aw indings and assess he esea ch ques ion.
Concep o Design Thinking:
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E en hough esea che s ha e explo ed he concep o design hinking since he 1960s, he w
o d is imp ecise and unclea when used o design (Simon 1996).Acco ding o Goldschmid
(2017), di e en communi ies in e p e he ph ase design hinking di e en ly. The au ho
sepa a es wo ace s. (1) Desc ip i e models o he design p ocess based on obse a ional
s udies o eal-wo ld o labo a o y design ac i i ies by indi iduals o eams; (2) an app oach
o use in en e p ises seeking o in oduce inno a i e goods o se ices.
De ini ions e e o how designe s hink as pa o he c ea i e p ocess (B own 2009,
2008; Lawson 2006; C oss 2006; Rowe 1987); and a design mindse ( he majo i y o cu en
schola s wo k in his a ea). In con as o p e ious design hinking esea ch, which ound ha
design hinking was analy ical o induc i e hinking (Rowe, 1987), ecen esea ch con ends
ha design hinking is syn he ic and abduc i e hinking, which aligns wi h app oaches o
wicked p oblems such as applying design hinking o en i e o ganiza ions (Ma in 2009,
B own 2009). B own's (2009, 2008) claim ha he no ion o design hinking, which is
de ined as hinking like a designe , is now widely acknowledged and u ilized in di e en
ields.
Ea ly esea ch in o design iden i ied speci ic design p ocesses and designe p ac ices
such as isualiza ion, ske ching, d awing, and so on as cha ac e is ics o design hinking
(Rowe 1987; C oss 2006). On he o he side, cu en esea ch a emp s o de ine design
hinking as a design a i ude (Be ge , 2010; B own 2009, 2008; Ma in 2009; Owen 2007;
Lawson 2006; Dsunne and Ma in 2006).
These mindse s can be unde s ood as cha ac e is ics o design hinking. Resea ch
iden i ies how design hinking is used, so embedding i beyond ypical design con ex s and
es ablishing a ubiqui ous design hinking cul u e, which can be inco po a ed in o business
s a egy (Po cini 2009) o non-p o i o ganiza ion goals. Resea ch has ocused on a ious
design hinking cha ac e is ics and app oaches. Fo example, B own (2008, 2009)
emphasizes p o o yping and a use -cen e ed app oach in indus ial design. Acco ding o
Rena d (2014), he ph ase design hinking has oo s in a a ie y o disciplines and is
equen ly, bu no solely, connec ed wi h enginee ing, a chi ec u e, and ela ed design
disciplines in ea ly w i ing on he subjec .
The eme gence and e olu ion o he no ion Two decades be o e i became a popula
no ion o inno a ion, an in e na ional esea ch g oup iden i ied and examined design
hinking (a he ime w i en in lowe case) as he cogni i e p ocess o designe s (C oss,
Do s , & Roozenbu g, 1992; Eas man, McC acken, & News e e , 2001). The goal o hese
s udies was o ge deepe insigh in o he key cha ac e is ics o Design C ea i i y. Ins ead o
aiming o uni e sal design app oaches (as he 1970s mo emen did), design hinking
esea ch ocuses on unco e ing he basic men al p ocesses ha designe s use when wo king
on a p ojec . Today, Design Thinking (now spelled in uppe case) is conside ed as a
complica ed hinking p ocess o c ea ing new eali ies, indica ing he inco po a ion o design
cul u e and me hodology in o domains such as co po a e inno a ion.
Two au ho s and hei books ha e p ima ily con ibu ed o he econ igu a ion o
design hinking: Change by Design: How Design Thinking T ans o ms O ganiza ions and
Inspi es Inno a ion by Tim B own (2009), CEO o IDEO, one o he wo ld's mos in luen ial
design consul ancies, and The Design o Business: Why Design Thinking is he Nex
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Compe i i e Ad an age (2009) by Roge Ma in, Dean o he Ro man School o Managemen
in To on o and a managemen consul ing e e an. Al hough he w i e s' de ini ions and
desc ip ions o Design Thinking di e , hey bo h in es iga e i s ole and po en ial inside
businesses.
T adi ionally, design hinking elies on he designe ‟s capaci y o conside a he same ime
1. human needs and new isions o li ing well,
2. a ailable ma e ial and echnical
esou ces, and
3. he cons ains and oppo uni ies o a p ojec o business.
The designe mus be analy ical and empha ic, a ional and emo ional, me hodical and
in ui i e, o ien ed by plans and limi a ions while being spon aneous (Pombo & Tschimmel,
2005, 2011). Because isual pe cep ion is he mos domina ing o he senses, pe cep ion in
and ia images is e y impo an in Design Thinking. This is emphasized by a ious design
schola s, including Goldschmid , Lawson, and C oss. Acco ding o Lawson (1986, 2004) and
C oss (2011), designe s ypically use ske ches, d awings, and ma e ial models o
collabo a i ely explo e p ojec p oblems and solu ions. The ac o isualizing hei hough s
appea s o cla i y designe s' ideas, as Goldschmid e i ies (1991, 1994, 2003). Goldschmid
a gues in he se e al wo ks on he key signi icance o isual ep esen a ion in he genesis and
e olu ion o ideas in he design p ocess ha ske ching is an ex ension o 'men al image y'.
By isualizing his iews ega ding p ojec aspec s, he designe b oadens he ask's
p oblem space, inco po a ing and e en unco e ing new aspec s. Acco ding o C oss, hinking
in di e en iewpoin s on u u e possibili ies is di icul o accomplish using only in e nal
men al p ocesses; he designe mus in e ac wi h an ou wa d ep esen a ion.
Thus, C oss concludes ha isualizing ideas h ough ske ching "p o ides a empo a y,
ex e nal s o e o en a i e ideas, and suppo s he 'dialogue' ha he designe has be ween
p oblem and solu ion" (C oss, 2011:12). Ske ching is a ype o men al modula ion o he
p oblem-solu ion space o he design hinke 's cu en assignmen . Aside om he men al
suppo ha isualisa ion p o ides, he designe enjoys he play ul aspec o d awing and
model making, which imp o es his ocus and pe cep i e sensi i i y.
In he same way ha ske ching helps designe s conside and elabo a e on ideas, ea ly
p o o yping is ano he echnique o isualizing and es ing no el solu ions, and hence a
p inciple and ins umen o Design Thinking. I is a isual ep esen a ion o concep s, he
ansi ion o an idea in o a es able model, and hence, acco ding o Lied ka and Ogil ie
(2011), essen ial o he c ea i e design p ocess. And, because he designe ne e has enough
in o ma ion abou a p ojec , much alone he mos impo an in o ma ion, apid p o o yping
enables o he es ing o ea ly p oduc o company speci ics, o ms, and nuances.
Models o he Design Thinking P ocess
Se e al p ocess models o applying Design Thinking o business and inno a ion ha e been
published and de ended as he mos app op ia e. Some o he mos well-known models a e :
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1. 3 I model (B own & Wya , 2010) and
Figu e 1: 3 I Model Sou ce: h ps://www.geeks o geeks.o g/websi es-apps/wha -is- he-3i-
model-in-design/
In 2001, IDEO de eloped he DT model o social inno a ion, which consis s o h ee I's:
inspi a ion, idea ion, and implemen a ion. As he design agency was inc easingly asked o
wo k on p oblems un ela ed o adi ional design (heal h ca e, lea ning en i onmen s, e c.),
hey wan ed o dis inguish his new ype o expe ience-o ien ed design wo k om indus ial
design. (B own & Wya , 2010).
Inspi a ion, he model's i s Design Thinking space, includes he ollowing design
ac i i ies: iden i ying he design p oblem o oppo uni y, de eloping he design b ie o
p o ide a amewo k o he design eam, and obse ing he a ge g oup's beha iou in hei
daily li ing en i onmen . A e iden i ying he con ex h ough obse a ion and design
esea ch, he Design Thinking p ocess begins in he Idea ion space: an in e disciplina y eam
goes h ough a syn hesis p ocess in which hey dis il wha hey ha e obse ed and lea ned
in o insigh s ha lead o ei he oppo uni y o change o new solu ions.
Visual ep esen a ions o ideas a e encou aged du ing b ains o ming sessions o help
o he s unde s and challenging concep s. The hi d sec o o he IDEO DT pa adigm is
Implemen a ion, which ans o ms he bes ideas in o ac ion plans. Acco ding o B own and
Wya (ibid.), p o o yping se es as he ounda ion o he implemen a ion phase. P o o yping
enables he es ing, i e a ion, and imp o emen o new concep s and ma e ial solu ions. A e
de e mining he inal p oduc o se ice, he implemen a ion space's inal s ep is o c ea e a
communica ion plan o help explain he solu ion bo h wi hin and ou side he o ganiza ion.
2.IDEO‟s HCD Model
In esponse o a eques om he Bill & Melinda Ga es Founda ion, IDEO c ea ed ano he
DT model as a oolbox o NGOs and social en ep eneu s wo king wi h unde p i ileged
people in de eloping coun ies (B own & Wya , 2010). The ki is also buil on h ee a eas
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ha IDEO's designe s belie e a e necessa y o a human-cen e ed design p ocess and c ea e
he ac onym HCD: Hea ing, C ea ing, and Deli e ing.
Figu e 2: HCD Model (Sou ceh ps://www.ideo.com/jou nal/design-ki - he-human-cen e ed-
design- oolki )
The use is guided h ough a pa icipa o y design p ocess in his app oach, which is
supplemen ed by ac i i ies such as de eloping lis ening skills, unning wo kshops, and
implemen ing ideas
"Human-Cen e ed Design (HCD) will help you hea he needs o cons i uen s in new ways,
c ea e inno a i e solu ions o mee hese needs, and deli e solu ions wi h inancial
sus ainabili y in mind." In compa ison o he 3 I model, he HCD model is a mo e
complica ed and ho ough. The ac onym HCD has a wo old meaning ha Figu e 1:
3.The Model o he Hasso-Pla ne Ins i u e
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Figu e 2: Hasso-Pla ne Ins i u e (Sou ce h ps://hpi.de/d-school/ hemen/design- hinking/)
Ano he DT model, simila o IDEOs‟ 3 I, de eloped in an educa ional con ex , is he Design
Thinking model o he d-school o he Hasso-Pla ne -Ins i u e a Uni e si y o Po sdam in
Ge many, an ins i u ion di ec ly connec ed wi h S an o d Uni e si y and IDEO. The design
hinking p ocess is isualized in six s eps in hei model, which is also based on IDEO
p ocess expe ience. Each s ep is connec ed by cu ed lines o sugges ha i is execu ed in
i e a i e loops.
Acco ding o Tho ing and Mülle (2011), he i s phase o he pa adigm, Unde s and,
in ol es ga he ing exis ing in o ma ion abou he issue h ough seconda y esea ch. The
second s age, Obse e, employs a quali a i e esea ch s a egy ha inco po a es in e iewing
and obse ing p ocedu es o ga he in o ma ion abou he consume s' demands (id., ibid.: 38).
Th ough s o y elling, insigh s a e sha ed wi h he g oup and hen syn hesised in o a isual
amewo k known as Poin o View, which e lec s he use 's pe spec i e. The Idea ion s age
is exac ly like he 3 I model's Idea ion phase. The nex wo le els, P o o ype and Tes s,
include he same ac i i ies and conside a ions as he Implemen a ion space o he 3 I model.
We could see ha he h ee models p o ided he e ha e ex emely simila space phase
sequences. This Hasso-Pla ne Ins i u e model, which ou pe o ms he o he wo IDEO
models, demons a es ha he s ages o a design p ocess a e no necessa ily comple ed
sequen ially, and ha p ojec s may loop back o p io phases. This pa adigm is less well-
known han he i s wo since he s ages do no ha e an easily memo able name. Thus, i is
di icul o p omo e.
4.The 4 D o Double Diamond Model o he B i ish Council
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Figu e 3: Double Diamond Model (Sou ce h ps://mgea on.com/ux/double-diamond-model/)
The Double Diamond design p ocess model, c ea ed by he Design Council in 2005, is
g aphically based on a simple diag am desc ibing he di e gen and con e gen s ages o he
design p ocess, gi ing he model he shape o a double diamond. The concep is also known
as he 4 D model because he names o each s ep begin wi h a 'D': Disco e , De ine, De elop,
and Deli e . Wha dis inguishes his model om he one o h ee I's o he HCD is he isual
mapping o he di e gen and con e gen s ages o he design p ocess, which is dis inc i e o
design hinking.
The i s qua e o he Double Diamond depic s he p ojec 's ini ial di e gence phase,
he Disco e y phase, du ing which he designe seeks ou new p ospec s, ma ke s,
in o ma ion, ends, and ideas. The second qua e , which concludes he i s Diamond,
ep esen s he De ini ion s age, a ype o il e in which he ini ial ideas a e sc u inized,
selec ed, and dismissed. The De ine s age also includes he i s c ea ion o p ojec ideas, in
which he designe mus conside he b oade con ex o he disco e ed oppo uni y.
The p ima y asks du ing he de ini ion phase a e p ojec de elopmen , p ojec
managemen , and co po a e sign-o , which a e all de ailed on he Design Council websi e.
The hi d qua e o he Double Diamond signi ies he pe iod o de elopmen . We a e once
again in a di e gence ime, as he p ojec unde wen co po a e and inancial sign-o du ing
he De elop s age.
Design-led solu ions a e gene a ed, i e a ed, and es ed wi hin he o ganiza ion by
mul idisciplina y eams using DT ools such as b ains o ming, ske ching, scena ios,
ende ings, and p o o ypes. The inal s ep o he 4 D model, he Con e gence Deli e s age,
in ol es inal es ing, sign-o , p oduc ion, and launch. E e y aspec o he Double Diamond
design p ocess is a mo e in ica e and complex han we can demons a e in his wo k, and
he same can be said o he o he models.
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The Double Diamond is he mos comple e o he models desc ibed he e, mos likely
because i was de eloped o designe s o u ilize, whe eas he o he h ee models we e
c ea ed wi h business and managemen in mind. The isual monike , he diamond, and he
op ion o adop ing he 4 D's ac onym a e all a o able a gumen s o his app oach.
5.The Se ice Design Thinking (SDT) Model
Figu e 4: (SDT) Model sou ce h ps://www.designo a e.com/se ice-design- hinking/:
S ickdo n and Schneide 's (2010) Se ice Design Thinking model desc ibes he Design
Thinking app oach as i e a i e. The model consis s o he ollowing phases: 1. Explo a ion
(unde s anding he cus ome 's cul u e and he eal se ice p oblem, as well as isualizing he
con ex ), 2. C ea ion (gene a ing, es ing, and e es ing ideas and concep s), 3. Re lec ion
(building on ideas and concep s, p o o yping, and hus closely ela ed o s age 2), and 4.
Implemen a ion.
The au ho s poin ou ha , while he se ice design p ocess can be s uc u ed in an ou line, i
is no linea because i is i e a i e. S ickdo n and Schneide , in acco dance wi h he
eme gence pa adigm, emphasize ha he i s s age in any SDT p ocess is o design he
p ocess i sel , because he p ocess is con ex -dependen and hence a ies om p ojec o
p ojec .
Resea ch Ques ions:
1) Wha is Design Thinking?
2) Wha a e he di e en ace s whe e design hinking is adop ed?
3) How has Design hinking help ul in he adop ed ace s?
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Re iew o Li e a u e:
1.Ma ke ing and B anding : Li e a u e sugges s ha design can assis in he
de elopmen o compe i i e ad an age in an in eg a ed and collabo a i e way and
suppo e ec i e b and de elopmen (B own, 2009, 2008; Mozo a, 2003, 2002; Vazquez
& B uce, 2002 Many academics ag ee ha design p edic s u u e p oduc s, se ices, and
sys ems (Be ge , 2010; Ma in 2009; B own, 2009, 2008; Neumeie 2009; Mozo a, 2003,
2002). Recen ly, 'design hinking' has gained popula i y, wi h he p emise ha design can
help i ms gain a compe i i e ad an age by p oducing di e en ia ed p oduc s, se ices, and
sys ems ha consume s equi e and desi e. Howe e , esea ch has ye o ocus on how design
hinking migh be in eg a ed and p omo ed in a a ie y o business si ua ions. Many
esea che s (Kimbell, 2009; F ase 2006) p opose ha design hinking esea ch in design
disciplines should ake a mo e in-dep h look a design p ac ice echniques. On he o he hand,
Neumeie (2009) emphasizes agili y, collabo a ion, and esponses o wicked p oblems, which
b ings him close o b anding. As a esul , s akeholde s' pe cep ions o design hinking
me hodologies in FMCG b and de elopmen may di e .
While FMCG b ands compe e in apidly changing ma ke places, hey also equi e inno a i e
echniques o communica ing wi h consume s and de eloping b ands e ec i ely. In hese
ci cums ances, such issues a e di icul o explain and a e no explo ed in a meaning ul way.
These companies a e now dealing wi h 'wicked si ua ions', meaning ha nei he he p oblem
no he solu ion is unde s ood (Buchanan, 1992). Recen discussions ha e compa ed wicked
p oblems o design challenges (Be ge , 2010; Ma in, 2009; B own, 2008, 2009; Neumeie ,
2009).
Acco ding o Neumeie (2009), he co e di icul y o b and building is con incing a
complica ed o ganiza ion o ca y ou a da ing idea, he e o e design hinking assis s i ms in
app ecia ing apidly changing ma ke s, iden i ying possibili ies, and sol ing unclea
p oblems. Design and designe s a e well posi ioned o add ess he wicked challenges ha
businesses con on , and design hinking p epa es o wha FMCG b and de elopmen
equi es.
Ma in (2009) demons a es how P&G migh p e en a slump in ac i i y by emb acing design
as a p ima y d i e o he business. As o ganiza ions in he FMCG sec o ace a compe i i e
and apidly changing ma ke , i is c i ical o use design hinking o explo e new b and ideas.
This s udy in ends o mee he a o emen ioned needs o no el me hods o b anding and
design hinking esea ch.
Cus ome s can ge close o managemen and execu e inno a ion by using human-cen e ed
design hinking o all le els o an o ganisa ion. P o essionals, esea che s, and manage s
ecognized ha design hinking migh be u ilized e ec i ely o design di icul ies, al hough
i is mo e commonly used o in es iga e and desc ibe business p oblems, p oduc s, and
se ices.
2. Educa ion Sec o :
Johansson-Sköldbe g, Woodilla, and Çe inkaya (2013) conduc ed a li e a u e e iew on
"designe ly hinking" and "design hinking" o iden i y ends, au ho s o ollow, and
di e ences in how he concep has been ea ed in academic and non-academic p ess. Thei
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