DESIGN
THINKING
ASSIGNMENT
ISHA AWADHANI
2022PGP552
SECTION G
PROBLEM SOLUTION
In a recent case competition held by a top b- I arrived at the solution in 3 phases as below:
school, I was tasked with analyzing the cause Phase 1: RESEARCH I researched about the company, the
behind the low Transaction Conversion Rate industry(both national and global) as well as the key
of the company BEE CELEBRATIONS (an competitors in the business. I found that although there
online retailer of scented candles and puja was no single leader, there were several large brands that
kits). Further, a brand new social media had diversified into this stream, this making the industry
strategy as well as a scaling up methodology extremely competitive.
had to be developed. Phase 2: BRAINSTORMING After the initial research, I
started looking for ways in which my company could
differentiate itself from the competition. This involved
generating various ad campaigns, creative marketing
strategies, etc.
Phase 3: REFINING IDEAS After I had made a laundry list
of all the ideas that I could think of, I started eliminating
the ones that were not in alignment and started polishing
the feasible ones. I added financial metrics, KPIs and
estimated budgets for the same.
If the design thinking approach was followed, the process
would be something along these lines-
EMPATHIZE DEFINE IDEATE PROTOTYPE TEST
I would first
In this stage, I would
Although this step
This element too was
This stage would have
understand the
attempt to define
was followed in part
used partially in my
enriched the project
context of the
and disassemble the
in my original plan of
plan of action since I
and I would have been
problem in detail
problem statement
action, a mistake I
had to explain and
able to gain deep
before looking for
to get to its root.
did then was to
elaborate on the
insights regarding it.
This is the most
simultaneously
solutioning we had
The feedback
anything else. I
important step and
cancel out any ideas
done for the
provided to me was
would attempt to
hence I would spend
that I deemed to be
company. However, I
limited since I did not
know more about
time until I'm
too crazy or wacky.
didn't use story
ask for more detailed
the company from
completely sure that
Design Thinking is
boarding or narrative
or critical review of
someone within the
the problem is clear
more modular in
telling to help the
my work. However,
firm and maybe
and there is no
such that that it helps
organization
whatever little
conduct some
ambiguity as to what
thinking in buckets of
understand the idea
feedback I received
empathy interviews
to work on. quantity, diversity,
better which would was substantial and
wherever necessary originality all at the
have been possible
encouraging
same time. through DT
USING DESIGN THINKING METHODOLOGIES
CONTEXT DIAGRAM STAKEHOLDER DIAGRAM
Sales SEO E-commerce
Company
platforms
owner/promoters
Payment apps
Buyers Employees
Post-sales service
Customers
Production manager
Company
Advertising
agencies Sales manager Delivery agent
Inventory logistics
Social media manager
Delivery services
Production, Raw materials Advertising
E-commerce handler
Social
agent
media
Customer reviews
platforms
BUSINESS AND TECHNOLOGY DIMENSIONS
Business Dimension Technology Dimension
Beeswax and other raw material suppliers Listing of the product on appropriate online
Delivery service provider for last mile
platforms
reach Engaging with audience on social media
Advertising agency for marketing product Keeping record of sales, procurement/raw
Social media management agency materials, other accounts electronically
E-commerce platforms like flipkart and
Search Engine Optimization so that product
Amazon is highlighted
LIST OF PEOPLE INVOLVED
There are a number of people I would want to interact with in order to understand
the business, the context and the problem better-
The company owner The Chief Marketing Officer
The social media manager The customer
The new product development officer The supplier of raw materials
The sales manager The delivery agent
The IT manager Hired ad agency representative
The procurement officer
Advantages and Disadvantages of deploying Design
Thinking in the given scenario
ADVANTAGES DISADVANTAGES
The approach would have been very structured
The process is comparatively time consuming
ensuring that no parameters are missed so it would have been difficult to meet the
No ideas would have been dismissed in the ideate
deadline if all the design thinking(DT) processes
stage leading me to build on ideas that may not
had been followed
be feasible at the moment Thought fatigue might set in after some time
Viability of ideas would have taken a back burner
leading to redundant ideas
and so, a crazy but brilliant idea might have
Since I was given only limited information, I
surfaced had to make a lot of assumptions about the case
DT puts us in the shoes of every stakeholder so
which does not fit in with the DT model
we can view the situation from various
There was no scope to take empathy interviews
perspectives since we were not in touch with any
stakeholder of the organization
