Design Thinking Innovative Solutions for a Better World (Gunikhan Sonowal) (z-library.sk, 1lib.sk, z-lib.sk)

DESIGN THINKING Innovative Solutions for a Better World Gunikhan Sonowal Faculty of Computer Technolgy Assam down town University Guwahati, Assam, India

First edition published 2025 by CRC Press 2385 NW Executive Center Drive, Suite 320, Boca Raton FL 33431 and by CRC Press 4 Park Square, Milton Park, Abingdon, Oxon, OX14 4RN © 2025 Gunikhan Sonowal CRC Press is an imprint of Taylor & Francis Group, LLC Reasonable efforts have been made to publish reliable data and information, but the author and publisher cannot assume responsibility for the validity of all materials or the conse- quences of their use. The authors and publishers have attempted to trace the copyright holders of all material reproduced in this publication and apologize to copyright holders if permission to publish in this form has not been obtained. If any copyright material has not been acknowledged please write and let us know so we may rectify in any future reprint. Except as permitted under U.S. Copyright Law, no part of this book may be reprinted, reproduced, transmitted, or utilized in any form by any electronic, mechanical, or other recording, or in any information storage or retrieval system, without written permission from the publishers. For permission to photocopy or use material electronically from this work, access www. copyright.com or contact the Copyright Clearance Center, Inc. (CCC), 222 Rosewood Drive, Danvers, MA 01923, 978-750-8400. For works that are not available on CCC please contact mpkbookspermissions@tandf.co.uk Trademark notice: Product or corporate names may be trademarks or registered trade- Library of Congress Cataloging-in-Publication Data (applied for) ISBN: 978-1-032-82437-6 (hbk) ISBN: 978-1-032-83561-7 (pbk) ISBN: 978-1-003-50995-0 (ebk) DOI: 10.1201/9781003509950 Typeset in Times New Roman by Prime Publishing Services

To my Parents, Wife and my Sisters.

Design-thinking is a human-centered method of problem-solving that places strong emphasis on cooperation, empathy, and creativity. It is a way of thinking new goods and services to enhancing existing ones. Fundamentally, design- thinking is about understanding human needs and motivations, coming up with creative ideas, and iteratively testing and improving solutions through feedback and prototyping cycles. Design-thinking is a mindset that anyone can adopt to approach complex problems with a fresh perspective. It is not just for designers. Design-thinking assists teams in developing solutions that are more pertinent, Chapter 1 Chapter 2 discusses four rules of design thinking, including the human rule, the ambiguity rule, the redesign rule, and the tangibility rule. 1. The Human Rule: emphasizes the importance of prioritizing human needs, behaviors, and emotions throughout the design process. 2. The Ambiguity Rule: necessitates embracing ambiguity as an important aspect of design-thinking thereby reframing complex 3. The Redesign Rule: emphasizes the iterative nature of the design process. 4. The Tangibility Rule: emphasizes the importance of making ideas tangible and concrete through prototypes or visual representations. Chapter 3 1. Empathize: entails understanding the needs and perspectives of users by conducting research, interviews, and observations to gain insight into their lives. Preface v

vi Design Thinking: Innovative Solutions for a Better World 2. combines information gathered during the empathize phase to identify key issues and challenges that must be addressed. 3. Ideate: generating a variety of creative solutions will be generated to the 4. Prototype: ideas are transformed into tangible representations that can 5. Test: prototypes are tested with real users to gather feedback and insights. Chapter 4 discusses case studies and real-world examples of how businesses and individuals have successfully used design-thinking techniques to solve complex problems and drive innovation. These examples will demonstrate the practical applications of design-thinking principles across industries and contexts. design challenges. Chapter 5 looks at how ideation, prototyping, and testing are supported by tools and technologies used in design-thinking. User testing platforms, collaboration platforms, prototyping tools, and brainstorming software can visualize concepts, obtain user feedback, and iterate on designs with the aid of these tools. The chapter provides useful insights into how tools and technologies may be used to spur innovation and produce user-centered solutions in projects by comprehending contextualization functions in the design-thinking process. Chapter 6 when applying design-thinking. Resistance to change, lack of support from problem-solving mindset to a human-centered approach are some typical challenges. The chapter provides teams with useful advice and best practices for overcoming obstacles and avoiding mistakes when implementing design- thinking, thereby enabling them to be more prepared to lead successful initiatives and projects. Chapter 7 examines how design-thinking and futures thinking can be integrating design-thinking’s human-centered approach and futures thinking’s forward-looking viewpoint, teams can create solutions that address present user needs and predict future trends. Throughout this chapter, the team will discover how to stimulate creativity, foresee change, and make a lasting impression by mentality and incorporating future-oriented factors into the design procedure, groups can remain ahead of the curve and produce solutions that are pertinent in the present, resilient, and adaptable for the times ahead.

I would like to share this happy occasion with my family, who are the greatest source of strength. My wife, Mrs. Gitimoni Chutia Sonowal, my parents, Mr. Nandeswar Sonowal and Mrs. Nilima Sonowal, my sons Mr. Mritansh Sonowal and Mr. Miransh Sonowal and my sisters, Jimpa and Simpa have been this task without their constant encouragement, prayers, and understanding. Acknowledgement vii

Preface .................................................................................................................v Acknowledgement ..............................................................................................vii List of Figures..................................................................................................xvii List of Tables .....................................................................................................xix 1. Introduction to Design-Thinking .............................................................1 1.1 What is Design ...................................................................................2 1.2 Design-Thinking and its History .......................................................4 1.3 Advantages of Design-Thinking .......................................................8 1.3.1 Enhances User-Centric Solutions ..........................................8 1.3.2 Encourages Innovation and Creative Thinking....................9 1.3.3 Encourages Problem Reframing..........................................10 1.3.4 Emphasizes Collaboration and Teamwork Towards Realistic Outcomes...............................................................10 1.3.5 Focus on Rapid Prototyping and Testing ...........................10 1.3.6 Coordinating Continuous Improvement ..............................11 1.3.7 Enhances User Experience ..................................................11 1.3.8 Reduces Risk ........................................................................11 1.3.9 Competitive Advantage........................................................12 1.3.10 Cultural Transformation.......................................................12 1.4 Design-Thinking Goals.....................................................................12 1.4.1 Addressing Client Needs .....................................................13 1.4.2 Tackling Ambiguous Problems ...........................................13 1.4.3 Managing Uncertainty .........................................................14 1.4.4 Developing Innovative Solutions.........................................14 1.4.5 Developing Resilience..........................................................14 1.4.6 Promoting Continuous Improvement ..................................15 Contents ix

x Design Thinking: Innovative Solutions for a Better World 1.4.7 Enhancing Collaboration and Teamwork............................15 1.4.8 Improving Decision Making................................................15 1.5 Applications of Design-Thinking ...................................................16 1.5.1 Business Strategy and Innovation.......................................16 1.5.2 Product and Service Design ................................................16 1.5.3 Education ..............................................................................17 1.5.4 Healthcare .............................................................................17 1.5.5 Environmental Sustainability...............................................18 1.5.6 User Experience (UX) Design ............................................18 1.5.7 Social Innovation..................................................................19 1.5.8 Government and Public Policy............................................19 1.6 Conclusion .........................................................................................20 References ...................................................................................................21 2. Principles of Design-Thinking ................................................................24 2.1 Human Rule ......................................................................................25 2.1.1 End Users..............................................................................26 2.1.2 Stakeholders ..........................................................................26 2.1.3 Experts ..................................................................................27 2.1.4 Decision-Makers ...................................................................27 2.1.5 Observers ..............................................................................28 2.2 Ambiguity Rule.................................................................................29 2.2.1 User Ambiguity ....................................................................29 2.2.2 Conceptual Ambiguity .........................................................30 2.2.3 Solution Ambiguity ..............................................................31 2.2.4 Implementation Ambiguity ..................................................32 2.3 Redesign Rule ...................................................................................33 2.3.1 User-Centered Redesign.......................................................33 2.3.2 Functional Redesign.............................................................34 2.3.3 Aesthetic Redesign ...............................................................34 2.3.4 Structural Redesign..............................................................35 2.3.5 Collaborative Redesign ........................................................35 2.3.6 Sustainability-Focused Redesign .........................................36 2.4 Tangibility Rule ................................................................................36 2.4.1 Sketching...............................................................................37 2.4.2 Prototyping ...........................................................................38 2.4.3 Storyboarding .......................................................................39 2.4.4 Visual Mapping ....................................................................40 2.4.5 Physical Modeling ................................................................42 2.5 Conclusion .........................................................................................43 References .................................................................................................. 44

Contents xi 3. Phases of Design-Thinking......................................................................45 3.1 Empathize Research..........................................................................46 3.1.1 Direct Observation ...............................................................46 3.1.2 Survey ...................................................................................47 3.1.3 Focus Groups........................................................................47 3.1.4 Skilled Interviewing.............................................................48 3.1.5 Direct Observation vs Surveys vs Focus Groups vs Skill Interviews ....................................................................50 ................................................................................................50 3.2.1 Developing User Personas ...................................................51 3.2.2 Journey Mapping..................................................................52 3.2.3 Creating a Point Of View (POV) statement.......................52 3.3 Ideate .................................................................................................53 3.3.1 Brainstorming .......................................................................53 3.3.2 Crazy 8s................................................................................53 3.3.3 Mind Mapping......................................................................54 3.3.4 SCAMPER............................................................................54 3.4 Prototype ...........................................................................................55 3.4.1 Low-Fidelity Prototypes.......................................................55 3.4.2 High-Fidelity Prototypes......................................................56 3.4.2.1 Low-Fidelity Prototypes vs High-Fidelity Prototypes .......................................57 3.5 Test.....................................................................................................57 3.5.1 The Goal of the Testing Phase............................................58 3.5.1.1 Desirable.................................................................58 3.5.1.2 Feasible ...................................................................59 3.5.1.3 Viable......................................................................59 3.5.2 Tools for Testing ..................................................................60 3.6 Conclusion .........................................................................................61 References ...................................................................................................62 4 Design-Thinking in Practice ...................................................................63 4.1 Airbnb................................................................................................63 4.1.1 Background.......................................................................... 64 4.1.2 Turnaround with Design-Thinking..................................... 64 4.1.3 Redesigning the Booking Process...................................... 64 4.1.4 Enhancing Trust and Safety ................................................65 4.1.5 Improving the Host Experience ..........................................67 4.1.6 Designing for Inclusivity .....................................................67 4.2 Apple .................................................................................................68 4.2.1 Redesigning the iPhone .......................................................69

xii Design Thinking: Innovative Solutions for a Better World 4.2.2 Creating the Apple Watch ...................................................69 4.2.3 Redesigning the MacBook Pro............................................70 4.2.4 Improving the Apple Store Experience ..............................70 4.3 IDEO..................................................................................................70 4.3.1 Redesigning the Shopping Cart...........................................70 4.3.2 Designing a Better Hospital Experience ............................71 4.3.3 Redesign the ATM experience............................................72 4.3.4 Designing a New Voting System ........................................72 4.3.5 Reimagining School Lunch .................................................73 4.4 IBM....................................................................................................74 4.4.1 Generative AI (GenAI)........................................................75 4.5 Stanford d.school ..............................................................................76 4.5.1 Redesigning the Emergency Room Experience .................77 4.5.2 The Wallet Project ...............................................................77 4.6 Ford....................................................................................................78 4.7 Conclusion .........................................................................................79 References ...................................................................................................80 5. Tools and Techniques...............................................................................82 5.1 Tools and Techniques for Practicing Empathy ...............................82 5.1.1 Root Cause Analysis Tool ...................................................83 5.1.1.1 5 Whys Technique .................................................83 ............................................84 5.1.2 User Personas .......................................................................86 5.1.3 Customer Journey Map (CJM)............................................88 5.1.4 Empathy Mapping ................................................................91 ............................93 5.2.1 Problem Statement ...............................................................93 5.2.2 Point-Of-View Statements....................................................93 5.2.3 User Needs and Insights......................................................94 5.3 Tools and Techniques for Generating Ideas....................................95 5.3.1 Brainstorming .......................................................................95 5.3.2 Selecting Ideas......................................................................95 5.3.3 Mind Mapping......................................................................96 5.3.4 SWOT Analysis....................................................................97 5.3.5 Sketching...............................................................................98 5.4 Prototyping ........................................................................................99 5.4.1 Sketching...............................................................................99 5.4.2 Paper Prototypes ................................................................100 5.4.3 Lego Prototypes .................................................................102 5.4.4 Digital Wireframes.............................................................102 5.4.5 Wizard of Oz......................................................................103

Contents xiii 5.5 Tools and Techniques Used for Testing ........................................103 5.5.1 User Testing........................................................................104 5.5.1.1 Moderated User Test............................................105 5.5.1.2 Unmoderated User Test .......................................106 5.5.2 Usability Testing.................................................................106 5.5.2.1 Why is Usability Testing Important? .................107 5.5.3 A/B Testing ........................................................................108 ............108 5.5.3.2 Why is A/B Testing Important?.........................108 5.5.4 Accessibility Testing ..........................................................109 5.5.5 Performance Testing...........................................................109 5.6 Review Advanced Design-Thinking Tools.................................... 110 5.6.1 Virtual Reality (VR) and Augmented Reality (AR) Tools .......................................................................... 111 5.6.1.1 Sketchbox ............................................................. 111 5.6.1.2 Gravity Sketch ..................................................... 112 5.6.1.3 ARKit ................................................................... 112 5.6.1.4 ARCore................................................................. 112 ....................................... 113 5.6.2.1 Predictive Analytics............................................. 113 5.6.2.2 Natural Language Processing (NLP).................. 114 5.6.2.3 Adobe Sensei ....................................................... 114 5.6.2.4 Canva’s Magic Resize feature............................. 114 5.6.3 Collaboration Tools ............................................................ 115 5.6.3.1 Mural .................................................................... 115 5.6.3.2 Figma.................................................................... 116 5.6.3.3 Trello and Asana.................................................. 116 5.6.4 3D Printing Tools............................................................... 117 5.6.5 Data Visualization Tools.................................................... 117 5.7 Conclusion ....................................................................................... 118 References ................................................................................................. 119 6. Challenges and Pitfalls ..........................................................................121 6.1 Lack of Empathy ............................................................................121 6.1.1 Cognitive Empathy.............................................................122 6.1.2 Emotional Empathy............................................................123 6.1.3 Cognitive Empathy vs Emotional Empathy......................123 .................................................................124 6.3 Limited Ideation..............................................................................125 6.4 Inadequate Prototyping...................................................................126 ..........................................................................126

xiv Design Thinking: Innovative Solutions for a Better World 6.6 Bias and Assumptions ....................................................................127 ..............................................................127 .......................................................................128 6.6.3 Attribution Bias ..................................................................128 6.6.4 Beauty Bias.........................................................................129 6.6.5 Conformity Bias .................................................................129 6.6.6 Gender Bias ........................................................................130 ..................................................................130 .................................................................... 131 6.6.9 Ageism ................................................................................ 131 6.6.10 Name bias ........................................................................... 131 6.7 Fears and Phobias ...........................................................................132 6.7.1 Fear of Failure ....................................................................132 6.7.2 Fear of Criticism ................................................................133 6.7.3 Fear of Rejection ................................................................133 6.7.4 Fear of Making Mistakes or ‘Atelophobia’.......................133 6.7.5 Fear of the Unknown.........................................................134 6.7.6 Loss of Control ..................................................................134 6.8 Design Constraints..........................................................................135 6.8.1 Technical Constraints.........................................................135 6.8.2 Financial Constraints..........................................................136 6.8.3 Legal and Regulatory Constraints ....................................137 6.8.4 Organizational Constraints ................................................138 6.8.5 Self-Imposed Constraints...................................................139 6.8.6 Talent Constraints...............................................................140 6.9 Resistance to Change ..................................................................... 141 6.9.1 Personal Factors..................................................................142 6.9.2 Inadequate Communication ............................................... 143 6.10 Lack of Cross-Functional Collaboration........................................ 143 6.11 Conclusion .......................................................................................144 References ................................................................................................. 145 7. Design-Thinking to Futures-Thinking ................................................146 7.1 Characteristics of Futures-Thinking .............................................. 147 7.1.1 Long-Term Perspective....................................................... 147 7.1.2 Scenario Planning .............................................................. 147 7.1.3 Strategic Foresight..............................................................148 7.1.4 Systems Thinking ..............................................................149 7.1.5 Innovation and Creativity ..................................................150 7.1.6 Adaptability and Resilience............................................... 151 7.1.7 Collaboration and Diversity...............................................152 7.1.8 Continuous Learning..........................................................153

Contents xv 7.2 Steps Involved in Futures-thinking Processes ..............................153 ...................................................153 7.2.2 Gather Future Signals ........................................................154 7.2.3 Look Back History.............................................................154 7.2.4 Find Drivers........................................................................155 7.2.5 Create Future Scenarios.....................................................155 7.2.5.1 Scenario 1: Technological Innovation Drives Sustainable Urban Development.............156 7.2.5.2 Scenario 2: Policy and Regulatory Changes Shape Smart City Development..........................156 7.2.5.3 Scenario 3: Urbanization Challenges Drive Innovation in Smart City Solutions....................156 7.2.5.4 Scenario 4: Citizen Engagement Transforms Urban Governance ...............................................156 7.2.6 Generate Ideas ....................................................................157 7.2.6.1 Strategy.................................................................157 7.2.6.2 Vision....................................................................157 7.2.6.3 Future Artifacts ...................................................157 7.2.7 Share the Story...................................................................158 7.3 Similarity of Design-Thinking and Futures-Thinking..................158 7.4 Design-Thinking vs Futures-Thinking ..........................................159 7.5 Conclusion .......................................................................................159 References ................................................................................................. 161 Index ................................................................................................................163

1.1 Five Stages of Design-Thinking ................................................................6 1.2 Four Phases of User-Centered Design.......................................................9 1.3 Goals of Design-Thinking Approach ......................................................13 2.1 Principles of Design-Thinking.................................................................25 2.2 Types of Human Rule..............................................................................25 2.3 Ambiguity Rule .......................................................................................29 2.4 Redesign Rule..........................................................................................33 2.5 Tangibility Rule.......................................................................................37 2.6 Mobile Messaging Interface Sketch ........................................................37 2.7 Example Storyboard for Food Delivery App ..........................................40 2.8 Mind-Map for Online Shopping ..............................................................41 3.1 Five Phases of Design-Thinking..............................................................46 3.2 Types of Empathize Research .................................................................46 ................................52 3.4 Scamper ...................................................................................................54 3.5 Desirable Feasible Viable ........................................................................59 4.1 IDEO Shopping Cart Project ...................................................................71 4.2 Redesign the ATM Experience................................................................73 4.3 Components of Enterprise design-thinking .............................................74 4.4 The Double Diamond design-thinking Process (adopted from the Design Council) .........................................................78 5.1 5 Why Analysis .......................................................................................84 5.2 Fishbone Diagram....................................................................................85 5.3 Persona.....................................................................................................86 xvii List of Figures

xviii Design Thinking: Innovative Solutions for a Better World 5.4 Empathy Map ..........................................................................................91 5.5 SWOT Analysis .......................................................................................97 5.6 Tracking System Using SWOT Analysis ................................................98 5.7 Paper Prototype Example (Source: Cui, S. (2018))) .............................101 6.1 Challenges and Pitfalls in Design-Thinking ..........................................122 7.1 Futures-Thinking Steps..........................................................................154

1.1 Innovation vs Creativity ............................................................................9 2.1 Sketches vs Prototypes ............................................................................39 3.1 Direct Observation vs Surveys vs Focus Groups vs Skill Interviews .....51 3.2 Low-Fidelity Prototype vs High-Fidelity Prototype................................57 5.1 Advantages and Disadvantages of Personss ............................................88 5.2 Sketches vs Prototypes ............................................................................99 5.3 Advantages and Disadvantages of Sketching ........................................100 5.4 Advantages and Disadvantages of Paper Prototypes.............................101 5.5 Advantages and Disadvantages of Wizard of Oz ..................................104 5.6 Advantage vs Disadvantages of Unmoderated User Testing ................106 6.1 Cognitive Empathy vs Emotional Empathy ..........................................123 7.1 Design-Thinking vs Futures-Thinking ..................................................160 xix List of Tables