Jay Naduvilekunnel

September 2, 2015
ENGR 498: Systems Design
Assignment 1 Notes: Design Thinking by Tim Brown

Design thinking: methodology that imbues the full spectrum of innovation activities
with a human-centered design ethos
o Innovation is directly influenced by the observation of the needs, wants, likes, and
dislikes of people
o Edisons approach: visualize how people may use his product, then engineer it
with these things in mind
intended not to validate preconceived hypotheses, but to help
experimenters learn something new from each iterative stab
o Design thinking encompasses:
the designers sensibility and methods to match peoples needs with what
is technologically feasible
a viable business strategy [that] can convert into customer value and
market opportunity
o Innovation is a principal source of differentiation and competitive advantage
Shift in attitudes with regard to product development
o Old view: Take an old idea, make it more attractive to customers
o Changed to: Create new ideas that better meet the needs of consumers
Objectives are no longer just physical products; they are new sorts of
processes, services
o Kaiser Permanente example:
Objective: Improve the quality of patients and medical practitioners
experiences
Began by identifying challenges, then moved on to exploring solutions
through brainstorming and low-tech rapid prototyping
Goal of prototyping: to learn about the strengths and weaknesses of the
idea and to identify new directions that further prototypes might take
Ultimate solution: basic software allowing nurses to view and edit shiftchange notes, then add them to a database
Outcome: Increased efficiency and universal satisfaction
Characteristics in successful design thinkers:
o Empathy
o Integrative thinking
o Optimism
o Experimentalism
o Collaboration
Design process: metaphorically described as a system of spaces rather than a
predefined series of ordinary steps
o Iterative process: inspire, ideate, implement (repeat)

o Importance of human-centered exploration

Shimano example (gather insights from outside customer base, realize
large otherwise unknown market)
Broad systems approach
o Aravind example:
Objective: Deliver eye care to rural neighborhoods where access to these
services are limited
Solutions: buses to facilities; specialized eye camps targeted at
certain demographics; construction of an on-site lens
manufacturing plant
Successful design satisfies both our needs and desires
o As more of our basic needs are met, we increasingly expect sophisticated
experiences that are emotionally satisfying and meaningful.
o Successful innovations are not only useful, but also appealing
Example: Bank of Americas Keep the Change program
How to Make Design Thinking Part of the Innovation Drill
1. Begin at the beginning
2. Take a human-centered approach.
3. Try early and often.
4. Seek outside help.
5. Blend big and small projects.
6. Budget to the pace of innovation.
7. Find talent in any way you can.
8. Design for the cycle.

[Design problems] require a human-centered, creative, iterative, and practical approach to

finding the best ideas and ultimate solutions. Design thinking is just such an approach to
innovation.

How the article relates to:

Infrastructure/urban settings: A top-down, empathizing approach may help engineers design
(or redesign) towns with the needs and wants of the citizens in mind.
This class: The article presents another way of applying design principles to the innovation and
realization of new ideas. By gathering insights from clients, and sometimes brainstorming using
unconventional methods, the demands of clients may be met suitably well.

Project teams at IDEO do well because they are comprised of members from varied backgrounds
who possess strengths and skillsets. With such variation, multiple perspectives are always

accounted for; how one person empathizes with a client will differ from his/her teammate. When
several views are considered, they often lead to successful and substantial results.