Design Thinking - In Business Analytics & Big Data

DESIGN
THINKING
In Business Analytics & Big Data
Umakant Jani
Content And Slide Design
The Alchemy of
Business, Process & Technology Innovations
STRATEGY
OPERATIONS RESEARCH
DATA ENGINEERING

Design Thinking
Design thinking stands for design-speciﬁc cognitive activities
that designers apply during the process of designing.
/dɪˈzʌɪn θɪŋkɪŋ/

Design Thinking approach creates unparalleled value by
creating the Perfect Blend Of Cutting Edge Ideas, Design
Sensibility, User Needs & Technological Feasibility.
Design Thinking Why?

Design Thinking is a systematic methodology for creative
problem solving popularised by design ﬁrm IDEO and
employed by Apple in the creation of products such as the
Mouse ,iPod, iPhone, iPad and MacBooks.
Design Thinking Where did it come from?

Before applying Design Thinking to your business let’s ﬁnd
out what is your business needs and how to ﬁnd it out with
application of design thinking methods.

STRATEGY
(BUSINESS PRACTICALITY)
DATA
ENGINEERING
(MATHEMATICAL
OPTIMALITY)
OPERATIONS
RESEARCH
(TECHNOLOGICAL
FEASIBILITY)
BUSINESS
INNOVATION
PROCESS
INNOVATION
TECHNICAL
INNOVATION
E Y
D
i
Design Thinking Solution Designing
iREPRESENTS SUB SET OF COMPLETE
PRODUCT OR ENTIRE ORG INNOVATION.

Design Thinking Innovation Types
PROCESS
INNOVATION
TECHNOLOGICAL
INNOVATION
BUSINESS
INNOVATION
STRATEGY
DATA ENGINEERING
(MATHEMATICAL OPTIMALITY)
+ OPERATIONS RESEARCH
(TECHNOLOGICAL FEASIBILITY)
DATA ENGINEERING
(MATHEMATICAL OPTIMALITY)
+
STRATEGY
+
(TECHNOLOGICAL FEASIBILITY)
OPERATIONS RESEARCH
Y D E
+ +
i
WHEN YOU COMBINE DATA ENGINEERING, OPERATIONS RESEARCH AND STRATEGY FOR SINGLE
INNOVATION THEN YOU ARE LOOKING AT ENTIRE PRODUCT OR ORGANISATION INNOVATION.

Design Thinking Management Experts
Your Management experts should
combine innovative strategies with
overall business integration and also
should ensure that adoption and
maximum values are achieved.
STRATEGY

Design Thinking Business experts
Your Business Experts should be at
their core, with an acute ability for
Intensive Data Analysis.
STRATEGY

Design Thinking Strategy Consultants
Your Strategy Consultants should
provide a vision of how analytics
can drive client value, with a focus
on Customer-Facing Strategic Action.
STRATEGY

Design Thinking Technical Consultants
Your skilled Technical Consultants
who should facilitate rapid analysis
of“big data”and architect
enterprise solutions.
DATA ENGINEERING

Design Thinking Data Engineers
Your Data Engineers should
monetise big data. One piece at a
time, transforming legacy systems,
unstructured and disparate data into
powerful decision-support
capabilities.
DATA ENGINEERING

Design Thinking Thought Leaders
Thought-leaders who
should solve complex
customer response and
optimisation problems with
rigour and precision.
OPERATIONS RESEARCH

Design Thinking Operation Research Consultants
Your Operations Research
Consultants should be process
modelling experts, blending
scientiﬁc intellect with business
insights. Seasoned in mathematic
theory, but concentrated on real
world feasibility.
OPERATIONS RESEARCH

Design Thinking Ambidextrous Thinking
Your Team Members should Balance Design & Science. Apply sophisticated
analytics to provide insights into customer behaviour. Turning these insights
into actionable strategies to gives your project a competitive advantage
Ambidextrous Thinkers

Thinking outside the box is great, but the real skill is
to think inside the right boxes at the right time.
“

Design Thinking Diverse Skill Set
Not all great minds think alike. Your team should consist of people from
diﬀerent cultures, educational backgrounds, and industries. Business
challenges do not match a case study. Your consultants should not ﬁt into any
kind of corporate hiring or business moulds.
Diversity

Having people with the same background,
experience, and talent is a recipe for eventual failure.

Design Thinking Team Work
Your team shouldn't push your ideas on clients. You should collaborate with
them to adapt your ideas to ﬁt their needs. Your team should read between the
numbers and understand the balance of analytics and business. Your team
should have an unique collaborative approach, which will bring Vision To
Reality, and Clients To Success
Team Work

If you want to go fast, go alone. But if you want to go
far, go with your team.
“

Design Thinking End-User Focus
Ease of use guarantees adoption and maximises value. Your teams delivery
should go beyond business process integration. Your teams design analytics
capabilities should ﬁt comfortably into users’hands. Combining conceptual
training with tactical users understanding methodologies and your team
should be interacting with recommendations, rather than reacting to
recommendations.
Customer Centricity

The Holistic Approach to
DESIGN THINKING
1. Discovery 2. Interpretation 3. Ideation 4. Experimentation 5. Evolution

1. Discovery Design Thinking Process
Key company gaps are identified
and teams are allocated.
Discovery tasks.
Through observation, many thing can be learned,
often people will say one thing, but when a keen
observer looks, you will find that actually the
behaviour is different.
Observe
Active listening and curiosity are practiced
and enhanced as a critical skill of Design
Thinking. Through direct lessons and
practices, you will become proficient
interviewer who will recognise the power of
beginning the question with“why”.
Ask and Listen
Identifying experts, locating extreme
users, and performing online
research are all key aspects of Design
Thinking. You should use this
process to understand and learn
information as well as answer
questions or locate resources
throughout the process.
Research
After collecting information, you should strive to infer the underlying thoughts and feelings of a
user, by immersing yourself with the experience of the user and“developing deep empathy”, you
will be able to develop a deep understand that can lead to key insights.
Also Develop Empathy &
“Look Beneath The Surface”

2. Interpretation Design Thinking Process
Collected informations are
structured and aligned to the
project needs.
Any data which is recorded from the Discovery stage
should be aligned as per the project requirements
and as per their genre of views, responses,
behaviours, and your personal notes.
Align
Many design challenges are complex and also multi-
faced. Grappling with them can be daunting and
cause some of your team member to give up on
solving them. By focusing on a particular user types,
and their needs, along with the insights gather
during the“deep dive,”you should define an area that
is larger enough to allow for innovation, yet bounded
enough to allow for success.
Synthesise And Define
Solving even a small part of large
issue is worthy of the effort. You
should foster an attitude of
optimism in your team that is
supported by tools of Design
Thinking.
Optimistic

3. Ideation Design Thinking Process
Brainstorming is the most important part of
Design Thinking, use appropriate measures
for selective process of all your ideas.
Brainstorming is a set of skills also a mindset. By adhering
to few brainstorming rules, teams, and individuals to learn
“to turn off their judging brains”in order to increase the
fluency of their ideas. You should team your team to use
“sketch brainstorming”to allow them to rapidly capture
their ideas.
Brainstorm
Your brainstorming session should be solely for
capturing all the ideas your team is coming up with,
do not discard any idea at the start of the session or
without your team discussing its pros and cons. Also
killing ideas of your team members at first decreases
their participation in the brainstorming session.
Respect Every Idea
of Your Team
Your team should learn from exposure to different methods of analysing and
making decisions. Beginning with the simple pros and cons and later moving to
weighted ratings of various criteria, with help of this your team will build a
repertoire of techniques to use in the future.
Analyse &
Choose

4. Experimentation Design Thinking Process
Fail forward.
Fail fast to succeed faster.
The Design Thinking process embodies a“bias towards
action,”by making representation of ideas, problems can
be identiﬁed, and resolved early in the design cycle.
Tangible objects or simulated experiences will allow your
team to obtain more informed feedback from users
before committing to the time and resources to a ﬁnal
version.
Create Prototypes
Your team should evaluate all the feedback they have
obtained about their prototypes. Combining this
information with additional research and
brainstorming, they decide how best to proceed.
Should we change our prototype? Have we
answered the key questions? Do we need more
information? Do we need more ideas? Should be
scrap this and start over?
Inappropriate
Feedback
Soliciting feedbacks from user is a key aspect of Design Thinking process. There are many factors that go into a
persons response to an item or an experience. Designers bring an open mind and a beginners mind set of“not
knowing”in order to both positive and negative feedbacks to improve their solutions. Experimentation and
failure are valued for their information and because they contribute to the future success.
Seek Feedbacks

5. Evolution Design Thinking Process
Once you’ve released the solution in the
market. Monitor, upgrade and ask your
customers how to make that revolution better.
I tried something new. How do I evolve it?
Truth to be told there are two kinds of software, one is
bad software; two - the next release. Lean as much as
you can from your customers complains and
feedbacks. Their complains will make your product
better.
Track Your Learnings
When people love your solution or product
they will always come with feedbacks and
solutions. Prioritise your list and release the
features as soon as possible. No item in your
list should be pending for a month. And reject
an list item if it doesn't ﬁt your product.
List Your Future Features
A good designed will put all
hundred items in one sheet of
paper; but a best designer will tell
you that half of them are crap.
Always package your solution
with only necessary items.
Minimalistic Approach
Change Is The New Constant
No business solution or product stays forever. Trick is to know when to scrap.
Its not that we should have new ideas, its about retiring old ideas.

We don’t get paid for the hour.
We get paid for the value we bring to the hour.
― Jim Rohn

about me
I am Umakant Jani, a great fan of business
and its my religion.
You can use following terms for me;
Workaholic, Coﬀee-Freak, Tech-Shavvy, Design
Thinker, Aspiring Entrepreneur.
Find my other slides at
Believer and promoter of
Design Thinking and Lean Startup.

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