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Design Thinking by Tim Brown December 11, 2009

Posted by Deval Delivala in Uncategorized.
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I had participated in one Haas@Work program which follows the inspiration, ideation and implementation approach. We were in groups of 6-7 and each had to brainstorm and come up with ideas. Though this works well, I felt that a lot of the good ideas got rejected by the time we reached the ideation phase. In the article he says that it helps interdisciplinary teams to work together, I felt that for this particular project the ideas got rejected because some were understood better by the technical people and some were not. But overall the concept of the three I’s works very well. It really helped us reiterate our thoughts and think of it from different perspectives of the customer, end user and the partnering company.

In one of our classes we read the book “ten faces of innovation” by Tom Kelley of IDEO. In that book he focuses more on the inspire bit. He focuses on how one can wear different hats when thinking of a consumer and what places to observe human interaction. One example he cites in the book is that of the soft grip Oral- b tooth brush for kids. They developed and designed that by just observing kids brush their teeth.

I liked the example of Aravind Eye Care and how it was developed thinking about the user constraints.  For any new technology to have a global impact it has to be developed keeping in mind the constraints that the largest populations of the world i.e. India and China face.  I recently participated in a social business plan competition which brings voice-based information to farmers in India. The constraint is that the farmers are uneducated, cannot use computers but have cell phones and access to information is crucial for them.  The person working on this idea had reiterated the product a lot of times after conducting field research in rural India. A lot of the big companies like Philips and Nokia actually start with the user in rural parts of developing countries. They list the constraints and work from there. Some of the people who are designing low cost laptops give first time users laptops and observe them interact with it.

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