About the event: Vignana Jyothi Institute Of management had organized a guest lecture on Design Thinking and Innovation on 11th august 2018. The speaker for the lecture was Mr. Akash, who is currently working with Amazon, as a Senior Design Manager having specialised in user experience design.
In his lecture, Mr. H. Akash discussed about Design thinking and Innovation from a management perspective. This lecture introduced a new approach towards identifying and solving problems. It also briefed us about how to apply design thinking to our problems to generate innovative and user-centric solutions.
Keynote Speaker: Mr. H. Akash, Senior Design Manager, Amazon
Guest: Mahesh Kumar, IMAGINXP
“We cannot solve the problems with the same thinking we used to create them,” remarked Mr. H. Akash as he began the lecture. Design thinking is finding a right problem to solve and then right solutions for that problem. It is categorised as:
- Divergent thinking
- Convergent thinking
Divergent thinking is more of creativity, that is like mind mapping which involves taking a word and picking up words to map the previous word. Whereas, Convergent thinking is more of analysis, in which each and every part is analysed to form a solution.
What is the difference between innovation and creativity? Creativity is related to imagination, while innovation is related to implementation. Even if there are so many creative ideas, unless and until they are implemented they can’t be termed as innovative.
Design Thinking helps us in unlocking potential and creating confidence. Innovation in design or in marketing strategy differentiate a product or service from the other. There are thethree factors that are needed to be considered: Business objectives, User objectives and Technology. Business objectives are constraints, User objectives are our focus and Technology is our tool. So, we need to find problems and solutions by considering these three factors for optimum results. 90% of the time an industry fails because of not taking these factors into consideration.
Finding the right problem, solves half of the problem. By breaking down a complex right problem in to simple problems and then finding solutions yields to optimistic outcomes. There are various features of design, it is Iterative in which product evolves with time, Collaborative in which the process is mastered by one other’s strategies and Human -centric in which ideas are turned in to facts.
The design process of IMAGINXP involves:
- Design- rapid prototyping
- Day-Run- test with small number of users
- Discover-understanding the user and the unmet needs
- Define-choose the problem to solve
- Dream-Create large number of solutions
From the design we can understand the importance of user needs. This indicates “user experience (UX) design is very crucial for the product to be successful. Marketing specialist and UX designers have similar goals. So, the product owners working closely with UX designers help to innovate and drive the product ideas to success. For instance, Airbnb,” explains Mr. H. Akash to simplify the concept to students.
There are some examples where design thinking went wrong. They are:
- A good design thinking exercise
- A successful pilot that crashed!
- Host of problems from fashion, privacy, industrial design
- Cost, battery life attachment to mobile phones
There are different kinds of innovations that differentiate a product from the other. They are:
- Packaging innovation
- Delivery innovation
- Product innovation
- Pricing innovation
Aligning Marketing and UX aesthetics improves customer experience, attract new users, engage users, improve conversions, flawless customer journey, content and automation. On being requested by a student he also gave info about how management team brings up an idea and then how it collaborates with technical team to provide a successful product.
The event was concluded by presenting mementos to the speakers and a vote of thanks extended by the students on behalf of Vignana Jyothi Institute of Management.