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Carroll                          Week 1 Individual Assignment                              BUSMBA501


Define different strategies that are useful in design

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A recent Forbes article laid out
four new strategies that are essential to focus on for effective design
thinking.  The four strategies are: “Go
beyond the quantitative data and seek qualitative feedback, apply
lateral thinking, prototype experiences and Cultivate the power of storytelling” (Reynolds, 2016).  These are only a few of the strategies that
are important to keep in mind when implementing design thinking into your company’s
future product or service portfolio. Aa few other design thinking strategies
that also deserve mention are: “taking a human centered approach, try early and
often, seek outside help, find talent any way you can and design for the cycle”
(Brown, 2008).


What are the “steps” in design thinking process?

basic steps of design thinking as laid out by Tim Brown the CEO and president
of innovation and design firm IDEO are: “inspiration, ideation and
implementation” (Brown, 2008).  Although
many theories exist for the exact steps of design thinking, all practices use
basic variations of these three steps. 
During the “inspiration” phase systems and processes are observed and
researchers try to look at the problem through the customer or end user’s
eyes.  Indra Noovi, CEO of PepsiCo, has successfully
implemented many new products and ideas by looking at PepsiCo through the eyes
of consumers.  As she states, “we had to
rethink our innovation process and design experiences for our consumers—from
conception to what’s on the shelf” (“Harvard Business Review”, 2015).  The “ideation” phase is for brainstorming and
prototyping.  The final stage is “implementation”
when it is time to get the product in the market and judge response.


What are some of the ethnographic research methods used in
Design Thinking?

There are various methods that can
be used to collect ethnographic research data during each stage of the design
thinking process.  The root purpose of each
method is collect information directly from the customer or end user.  These methods could include direct
interviews, photo or video recordings and various types of surveys.  Regardless of method used, the Interaction Design
Foundation has seven tips for collecting better more useful ethnographic data
when collecting sample data.  Those seven
simple tips are: “Diversity Matters, Consider Your Subjects, Give People a
Reason to Help You, Let People Explain Why They Feel or Do Something, Keep an
Eye on the Physical Context, Don’t Start with Solutions in Mind and Map
Insights and Check for Objectivity” (Siang & Dam, 2018).  It is important to ensure good data is
collected as much of the design thinking process will rely on this information.


What are some of the difficulties for students working with
the “Design Thinking” process?

Although it has been in limited use
for decades, design thinking is still not in common practice at many businesses
or taught at all schools.  It takes a new
way of thinking and looking at problems to create new opportunities.  In addition, like many practices, design
thinking has its critics.  As stated by Suvi
Nenonen, “The critics of design thinking often point out that many design
processes deliver only incremental innovations – and typically strategists are
after something more radical (Nenonen, 2017). 
As a student, it can be difficult to put yourself in the shoes of a customer
if you have never worked in a specific industry or have limited experience in
the field being studied.

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