CREATIVITY AND INNOVATION
Design Thinking
Lim Cheng Siong, PhD
Fauzan Khairi Che Harun, PhD
Faculty of Engineering UTM Johor Bahru
for BC4DCP
August and Sept. 2021
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Design Thinking
“Design thinking is a human-centered approach to innovation that draws from the
designer's toolkit to integrate the needs of people, the possibilities of technology , and the
requirements for business success.”
(Tim Brown,
president and CEO, IDEO)
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Design Thinking
Ahmad, M. N. Capstone Project Design for SKEM and SKEI. Presentation Slide. Universiti Teknologi Malaysia; 2015. 5
DT for TRL
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(Courtesy: PM. Dr. Abdul Rashid bin Husain)
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DT for TRL
(Courtesy: PM. Dr. Abdul Rashid bin Husain)
Example
(www.therakyatpost.com)
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Steve Jobs (Source: wccftech.com) 1stiPhone (Source: guelphlocal.com)
Nokia N95 - US$730 (Source: wikipedia.com)
Hands-on Exercise
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Hands-on Exercise
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Hands-on Exercise
• Sharing of the background and specialization of your faculty / school.
• Sharing of your experience (industry, research etc.) that can help in designing this product.
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Hands-on Exercise
Method 1
• Specific group is assigned for different task:
– Electrical design – Mechanical design – website / app design – Marketing
– Etc.
Method 2
• All groups do the same tasks for (like SKE capstone
project):
– Electrical design – Mechanical design – website / app design – Marketing
– Etc.
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1. Identify Problem and Solution
2. Determine what’s need to be done
3. Categorize into minor tasks (components) assigned to teams 4. Each team will ‘build’ its prototype for presentation
5. Eventually teams will converge to a complete system that interlinks with all components
6. …. INNOVATE.
The Strategy
Hands-on Exercise
- Product development Unit
- Product Fabrication/Manufacturing Unit - Product packaging Unit
- Digital marketing
- Website, blog, videos, Case Study, Feedback Management - Physical marketing
- Road shows, Booths, Posters, Product Display - Sales methods
- COD, Mainstream Stores, Customized Outlet, MLM, online delivery
Some Hints
Hands-on Exercise
Empathize and Define
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Group Activities 1
• Based on the given project theme, your group is required to:
– Prepare interview script with a minimum of 10 interview questions for in-depth study of user’s problems and needs.
– Identify and interview a minimum of 10 real users.
Encouraged to use a voice recorder / smartphone.
– Perform on-site observation (People, Object, Environment, Message, Service). Encouraged to use a camera / camcorder / smartphone.
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Group Activities 1
• Expected outcome:
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Empathize and Define
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Group Activities 2
• Perform data extraction (by each member)
– Identify the background of the user and his / her problems and needs. Write using minimum words on a sticker.
Sketching is highly encouraged.
– Also extract any important information from observation.
– 1 sticker = 1 point or finding
Note: duplicated point by members for the same end user => choose only 1 point
• Some of discussion tips
– One conversation at a time – Be visual
– Go for quantity
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Empathize and Define
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Group Activities 3
• Perform data clustering
– You can group the similar problems /needs into the same cluster.
– You must be clear on the identified problems /needs and the background of the users (male vs. female, parents vs.
children, managers vs. workers etc.)
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Empathize and Define
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Group Activities 4
• From the clustered data, vote for 3 needs* that will give high degree of satisfaction to your end users and make your product unique and sell like hotcakes.
Then produce in 2 mahjong papers for:
– a personification (users’ profile with pain points and 3 needs) from the clustered data
– A design statement based on the developed personification
*3 needs is enough for a capstone project
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Personification
PROFILE
• Age: 30+
• Very busy career man
• Very ambitious at work
• Highly educated in his profession
• Spending a lot of time on work & family
• Less interested in taking sports (physical activities)
• Imbalance between career, family and physical activities
• Priority on job with endless tasks
PAIN POINTS
• Unfit physically: tired and body pain
• Forced to join organization sport activities
NEEDS
• Group motivation – group with same skills level, good coach / leader
• Easily accessible sport facilities and health support system – save time and hassle free
• Monitoring health progress – good tracking system
Super John
Design Statement
How we may help Super John to have easily accessible sport facilities together with support system while enjoying physical
activities with friends?
Super John
Design Statement
• How we may help <USER> to <NEED> +
<INSIGHT>
• How we may help Super John to have easily accessible sport facilities while enjoying
physical activities?
• How we may help Mat Lebah to monitor beehive from anywhere at anytime?
• How we may help Si Zerror to make group
studying more exciting?
Design Statement
• From the personification, produce in 1 mahjong paper for:
– A design statement based on <USER>, <NEED>
and <INSIGHT>
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Personification and Design Statement
• Application of personification and design statement
– individually look into the technology and theory for the potential solutions (X5) catering specific need / pain point
– Preferred: creative, effective and low cost solutions
Ideate
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Design Discussion vs.
Meeting with Boss
Source: www.stratum-international.com
IDEO 7 Brainstorming Rules 1. Defer judgment
– for now, suspend critique.2. Encourage wild ideas
– breakout ideas are right next to the absurd ones.3. Build on the ideas of others
– listen and add to the flow of ideas.4. Stay focused on the topic
– focus on target / scope.5. One conversation at a time
– maintain momentum as a group.6. Be visual
– use stick-a-note to draw ideas.7. Go for quantity
– best way to have a good idea is to have lots of ideas.Group Activities 5
ideas in minutes NEW
• Option / Feature from each reviewed (X3) project.
• One sticker one feature.
Sketching is highly
encouraged.
Solution
Su b- fu nc tio n
Group Activities 5
ideas in minutes DERIVED
• How to improve your team member’s proposed options (X3)?
• If the idea is duplicated, the 2nd person has to come out with a new idea.
Solution
Su b- fu nc tio n
Ideate
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Group Activities 5
ideas in minutes COMBINED
• Choose two potential options to be combined?
• If the idea is duplicated, the 2nd person has to come out with a new idea.
Morphological Matrix
Generate Concept Solution
ideas in minutes COMBINED
• How to combine the proposed features to become a complete solution?
• Individually sketch your proposed solution on an A4 paper. Encouraged to have different combination of features than other members.
STEEP Analysis
S
ocial/culturalT
echnologyE
conomicE
nvironmentP
olitical/legalSTEEP Analysis
STEEP Analysis
minutes STEEP
ANALYSIS
• Perform STEEP analysis on your proposed concept solution.
• Add into your sketch in A4 paper.
Solution
• Present your solution to the team.
(3 minutes X 4 members)
• Choose the best solution by voting.
• Further improve the features if needed.
Bill of materials
• BOM is a listing of all of the raw materials,
parts, subassemblies, and assemblies needed
to produce one unit of a product.
Bill of materials
• Break your team’s solution into main parts.
• Members do round table for each main part identification.
• Sketch the product structure tree on a new A4 paper.
Bill of materials
Task assignment
• Identify the person in charge and time (start and end) required for the task (programming, soldering, 3D printing, welding, machining etc.) to complete the identified components.
• Individual contribution
– 8 weeks X 6 hour = 48 hour
• Design-Implement
– 6 weeks X 6 hour X 4 members = 144 hour
• Operate (On-site installation)
– 1 week X 6 hour X 4 members = 24 hour
• Poster, EECS and long report
– 1 week X 6 hour X 4 members = 24 hour
Project planning
• For any solution (project), the scope of the solution must also fulfill the given time frame and budget.
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Prototype and Test
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Group Activities 6
• Complete the concept sketch of your proposed solution.
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Prototype and Test
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Group Activities 7
• Build a conceptual prototype to better presenting your proposed solution to the end users.
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Health Profile
Rewards Network
Facilities
Group Activities 7
• Your group is allowed to use any extra material besides the provided materials such as:
– Polystyrene board
– 4 different color of A4 papers – Empty A4 paper box
– Glue
– Masking tape (paper type, transparent type) – Scissors
– Etc
• Be careful when using the cutter / knife / scissor.
Don’t cut your finger or table cover.
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Prototype and Test
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Co-creation
• Co-creation is a strategy to bring together the designers and the end users in order to jointly produce a mutually valued outcome.
• Presenting and demo your conceptual prototype to other groups.
• Note that a video can be better used to demonstrate the conceptual prototype in real live situation.
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Proof of Concept
• After completing the Understand-Create-Deliver (User-Centered-Design) process, the project can be proceed with the standard engineering design, implement and operate to produce a working prototype, which can be useful in:
– To benchmark with competitor’s product – To apply for copyright and patent
– To commercialize it with business planning – To get investors
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Design Thinking Framework
Conceive
C
DesignD
Implement
I
OperateO
Understand
Empathize Define
Create
Ideate
Deliver
Prototype Test
Engineering Design
Capstone Project
Ahmad, M. N. Capstone Project Design for SKEM and SKEI. Presentation Slide. Universiti Teknologi Malaysia; 2015.
Peer Review
• http://www.teamxplore.com/mypeer/
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Conclusion
• Research vs. design thinking.
• What are the challenges to get it commercialized?
• Sharing of my past industry experience vs. capstone project (academician) and researcher
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Q&A
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