LECTURE NOTES

Design Thinking

Unit-4

Mr. V S R K RAJU DANDU

Assistant Professor

Department of Computer Science and Engineering,

SRKR Engineering College, Bhimavaram, Andhra Pradesh - 534202

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OBJECTIVES
The Objectives of this lecture are:

• Understand the importance of problem formation in the product development

process.

• Explain the principles and practices of product design and how it impacts user

experience.

• Describe different product strategies and their use in real-world industries.

• Understand and evaluate product value from the user and business perspective.

• Demonstrate knowledge of product planning phases.

• Draft detailed and effective product specifications.

• Explore how innovation is incorporated into product design with case studies.

• Apply product design thinking through modeling, setting specifications, and

presentation of original ideas.

Department of Artificial Intelligence and Machine Learning, SRKR Engineering College, Bhimavaram, Andhra Pradesh - 534202
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Problem Formation

What is Problem Formation?

Problem formation is the foundational step in the design and innovation process. It

involves identifying a real-world issue that people face and clearly defining it in a way that

inspires creative solutions.

Key Steps:

1. User Research – Interviews, surveys, and observations to discover pain points.

2. Empathy Mapping – Understand what users say, do, think, and feel.

3. Needs Identification – Translate problems into needs (e.g., “I forget to hydrate”

→ Need: Smart hydration reminder).

4. Problem Statement – Frame a focused and actionable design challenge.

Tools:

• Empathy maps

• “How Might We…” questions

• Contextual inquiry

Example:

Problem: Students get distracted during online classes.

Problem Statement: “How might we design an engaging and focused virtual learning

environment for high school students?”

Department of Artificial Intelligence and Machine Learning, SRKR Engineering College, Bhimavaram, Andhra Pradesh - 534202
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Introduction to Product Design

Definition:

Product design is the process of imagining, creating, and iterating products that solve

users’ problems or address specific needs. It includes the entire journey from concept to

deployment.

Core Aspects:

• Usability – Easy and intuitive for the target audience

• Feasibility – Technically and financially viable

• Desirability – Something users want and value

• Aesthetics – Pleasing appearance and ergonomics

Product Design Phases:

1. Research

2. Ideation

3. Prototyping

4. Testing

5. Launch

Example:

Designing a new laptop for college students:

• Lightweight

• Long battery life

• Rugged design

• Affordability

Department of Artificial Intelligence and Machine Learning, SRKR Engineering College, Bhimavaram, Andhra Pradesh - 534202
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Product Strategies
Definition:

Product strategy outlines the plan to deliver a product that meets user needs while

achieving business goals.

Types of Product Strategies:

1. Cost Leadership – Offer lower-priced alternatives (e.g., IKEA)

2. Differentiation – Unique features or quality (e.g., Apple)

3. Focus Strategy – Niche market targeting (e.g., GoPro)

Strategic Elements:

• Target audience

• Product roadmap

• Competitive analysis

• Value proposition

Example:

Tesla uses a differentiation strategy:

• Offers electric vehicles with self-driving tech

• Focuses on design, sustainability, and performance

Department of Artificial Intelligence and Machine Learning, SRKR Engineering College, Bhimavaram, Andhra Pradesh - 534202
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Product Value
Definition:

Product value is the perceived benefit the user gains from the product, compared to the

cost they pay.

Types of Value:

1. Functional – Solves a practical problem

2. Emotional – Makes the user feel good or inspired

3. Social – Enhances user status or identity

4. Economic – Offers savings or efficiency

Value Pyramid (Inspired by Maslow's Needs):

• Base: Functional

• Middle: Emotional/Social

• Top: Self-actualization/Innovation

Example:

iPhone:

• Functional: Smart features, camera

• Emotional: Design, ecosystem

• Social: Prestige

Department of Artificial Intelligence and Machine Learning, SRKR Engineering College, Bhimavaram, Andhra Pradesh - 534202
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Product Planning
Definition:

Product planning is the strategic process of envisioning, structuring, and managing a

product’s journey from idea to market.

Phases of Product Planning:

1. Idea Generation – Based on market trends, customer feedback

2. Market Research – Feasibility and competition analysis

3. Goal Setting – Define KPIs and product vision

4. Roadmapping – Define milestones and development stages

5. Resource Allocation – Assign teams and budgets

Example:

Planning a smart water bottle:

• Idea: Tracks water intake

• Research: 60% of users forget to drink enough water

• Goals: Reduce dehydration, improve health

Department of Artificial Intelligence and Machine Learning, SRKR Engineering College, Bhimavaram, Andhra Pradesh - 534202
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Product Specifications
Definition:

Product specifications (specs) are detailed written requirements describing what a

product must include, how it should perform, and the constraints it must meet.

Key Components:

• Physical specs (size, shape, color)

• Functional specs (what it does)

• Technical specs (hardware/software)

• Regulatory specs (safety, legal)

Why It Matters:

• Aligns team understanding

• Guides design and testing

• Helps suppliers and manufacturers

Example:

Smartwatch Specs:

• Battery: 7 days

• Connectivity: Bluetooth 5.0

• Features: Heart rate, sleep monitor, notifications

• Display: 1.4" AMOLED

Department of Artificial Intelligence and Machine Learning, SRKR Engineering College, Bhimavaram, Andhra Pradesh - 534202
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Innovation Towards Product Design

Definition:

Innovation in product design means creating something new or significantly improved that

brings unique value to users.

Innovation Sources:

• Emerging technology (AI, IoT, AR/VR)

• Sustainability (biodegradable materials)

• User needs (inclusive design)

• Industry disruption (e.g., Uber, Airbnb)

Design Innovation Models:

• Disruptive Innovation: Creates a new market (e.g., smartphones)

• Incremental Innovation: Improves existing products (e.g., new camera in iPhone)

Example:

Nike FlyEase: A hands-free shoe designed for people with disabilities – uses innovation to

address inclusivity and convenience.

Department of Artificial Intelligence and Machine Learning, SRKR Engineering College, Bhimavaram, Andhra Pradesh - 534202
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Case Studies (Deep-Dive)

Case Study: Tesla

• Problem: Pollution, fuel dependency, lack of innovation in auto industry

• Design Approach: EV tech + software + sleek design

• Innovation: Autopilot, OTA updates, minimal UI

• Strategy: Premium differentiation

• Value: Emotional (status), functional (eco-friendly), economic (fuel savings)

Department of Artificial Intelligence and Machine Learning, SRKR Engineering College, Bhimavaram, Andhra Pradesh - 534202
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🔬 Activities (Extended)

Activity 1: Modeling Importance

• Create a basic model using cardboard, CAD, or 3D printing

• Show product form, user interaction, and usability

Activity 2: Setting Specifications

• Select a product

• Write detailed specifications (size, features, power, etc.)

Activity 3: Explain Your Product Design

Students should explain:

• Problem → Need

• Ideation → Concept

• Value → For user and market

• Specifications → Functional + aesthetic

• Diagram → Flowchart or block diagram

• Model or sketch → Optional but preferred

Department of Artificial Intelligence and Machine Learning, SRKR Engineering College, Bhimavaram, Andhra Pradesh - 534202
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2-MARK QUESTIONS (SHORT ANSWER TYPE)

Qno Question Answer (Short) KL

It’s the process of identifying and framing a
What is problem formation in
1 real-world issue that needs a product-based K2
product design?
solution.
A detailed document describing product’s
2 Define product specification. K1
technical, functional, and design requirements.
Mention any two types of
3 Innovative Strategy and Me-too Strategy. K1
product strategy.
It visualizes the user’s experience across
What is the purpose of journey
4 touchpoints to identify pain areas and K2
mapping in design thinking?
opportunities.
Give an example of a social
5 Solar lamps for villages with no electricity. K3
innovation product.
What is brainstorming in design A group creativity technique to generate a large
6 K2
thinking? number of ideas for problem-solving.
Product planning is strategizing the
7 Define product planning. development, launch, and improvement of a K1
product.
What is prototyping in the It involves creating a simple version of the
8 K2
design thinking process? product to test ideas and gather user feedback.
Mention two key attributes of
9 Functionality and emotional satisfaction. K3
good product value.
What is empathy in design Empathy is understanding users’ needs,
10 K2
thinking? feelings, and problems from their perspective.

Department of Artificial Intelligence and Machine Learning, SRKR Engineering College, Bhimavaram, Andhra Pradesh - 534202
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10-MARK QUESTIONS

Q1. Explain the steps involved in the design thinking process with examples (K3).

Answer:

Design thinking is a non-linear, iterative process that focuses on understanding the user,

challenging assumptions, and redefining problems to identify alternative strategies and

solutions.

1. Empathize

• In this stage, designers focus on gaining deep insights into users and their

experiences through observation and interaction.

• Techniques: Interviews, immersion, empathy maps.

Example: Tesla studied real drivers to understand pain points like fuel costs, noise,

air pollution, and traffic stress.

2. Define

• Synthesize the findings from empathy stage into clear problem statements.

• Aim: Identify the core problem in a human-centered way.

Example: Tesla framed the problem as:

“How might we build an electric car that is not only sustainable but also high-

performance and luxurious?”

3. Ideate

• Brainstorm ideas without judgment.

• Generate a wide range of creative and diverse ideas.

Example: Tesla's ideas included full electric motor, regenerative braking,

touchscreen dashboard, autopilot, over-the-air updates.

Department of Artificial Intelligence and Machine Learning, SRKR Engineering College, Bhimavaram, Andhra Pradesh - 534202
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4. Prototype

• Develop low-cost, scaled-down versions of the product or features to test.

Example: Tesla built early Roadster prototypes using Lotus Elise chassis to test the

electric drivetrain.

5. Test

• Return to users for feedback.

• Observe how users interact with the prototype, gather data, and make iterations.

Example: Early Tesla Model S users provided feedback on driving range, UI

experience, and charging speed, which was used to improve the Model 3.

Summary:

Design thinking helped Tesla build a user-loved product by continuously learning and

iterating. This process made Tesla’s innovation both technical and emotional.

Department of Artificial Intelligence and Machine Learning, SRKR Engineering College, Bhimavaram, Andhra Pradesh - 534202
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Q2. Analyze how product strategy influences product success with examples(K4).

Answer:

Product Strategy is a high-level plan that outlines what the product will achieve and how

it will support the business. It is key to market success.

1. Types of Product Strategies:

Strategy Type Description Example

Innovative Create something new Tesla’s EV cars disrupted auto industry

Differentiation Unique features iPhone with its iOS ecosystem

Cost Leadership Low-cost, high-volume Xiaomi phones

Platform Strategy Build a base for others Android, Amazon Alexa

2. How Strategy Influences Success:

a. User Satisfaction

• Strategy focuses on solving real user needs.

Example: Tesla’s high-performance EVs meet both environmental and luxury needs.

b. Market Leadership

• A clear strategy helps lead or create a niche.

Example: Dyson redefined personal care with innovative design (e.g., bladeless fans,

quiet hair dryers).

c. Scalability & Growth

• With the right strategy, products scale better.

Example: Netflix evolved from DVD rentals to a global streaming platform.

Summary:

Without a well-aligned product strategy, even well-designed products may fail.

Strategic clarity ensures user alignment, business value, and long-term growth.

Department of Artificial Intelligence and Machine Learning, SRKR Engineering College, Bhimavaram, Andhra Pradesh - 534202
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Q3. Discuss the importance of setting product specifications with examples(K4).

Answer:

Product Specifications are the detailed technical descriptions of a product’s features,

functionality, and performance metrics.

1. Why are specifications important?

• Design Accuracy: Acts as a blueprint for developers.

• Testing & Validation: Helps QA teams verify outcomes.

• Cost Estimation: Enables budget control.

• Compliance & Safety: Aligns with regulations.

2. Types of Specifications:

Spec Type Description Example – Smartwatch

Functional What the product should do Tracks heart rate

Performance How well it performs 7-day battery life

Interface How users interact Touchscreen with 2 buttons

Environmental Operating conditions Waterproof up to 50 meters

Regulatory Industry certifications CE, FCC, RoHS

3. Real-World Example – Tesla

• Functional: Autonomous driving, electric motor

• Performance: 0–60 mph in <3 seconds

• Interface: 17” touchscreen with voice control

• Environmental: Battery life at cold/hot temperatures

• Safety: NHTSA 5-star safety ratings

Summary:

Specifications ensure consistency, clarity, and confidence during design, development, and

manufacturing stages.

Department of Artificial Intelligence and Machine Learning, SRKR Engineering College, Bhimavaram, Andhra Pradesh - 534202
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Q4. Describe the role of innovation in product design with suitable cases(K3).

Answer:

Innovation is at the core of product design. It transforms traditional solutions into

smarter, more efficient, and user-friendly products.

1. Types of Innovation:

Type Example

Radical iPhone's introduction of smartphones

Incremental Camera upgrades in every new iPhone

Process Innovation 3D printing in footwear (Adidas)

Design Innovation Tesla's minimalistic interior

2. Case Study – Dyson

• Problem: Traditional hair dryers were noisy and damaging.

• Innovation: Dyson’s new airflow technology reduced noise and improved drying.

• Result: High-end market disruption in personal grooming.

3. Case Study – Tesla

• Problem: Environmental concerns and gas prices.

• Innovation: Electric drivetrains, autopilot, OTA software updates.

• Result: Revolutionized the automotive industry.

Summary:

Innovation leads to value creation, user delight, and market success. It is what separates

average products from industry-changing ones.

Department of Artificial Intelligence and Machine Learning, SRKR Engineering College, Bhimavaram, Andhra Pradesh - 534202
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Q5. Explain problem formation and how it drives creative product

development(K3).

Answer:

Problem Formation is the process of identifying, defining, and structuring a real-world

issue clearly before attempting to solve it. It’s the foundation of innovation and creative

product development.

1. Why Problem Formation Matters

• Helps uncover real user pain points

• Prevents solving the wrong problem

• Drives focused innovation

2. Steps in Problem Formation

Step Explanation Example (Tesla)

Study users in natural Tesla observed driver frustrations

Observation
environment with gas prices, noise, etc.

User Ask open-ended questions to Interviews showed users wanted

Interviews understand emotions performance and sustainability

Find what current products EVs lacked speed; sports cars lacked
Identify Gaps
lack sustainability

Define the Frame a challenge that invites "How might we make fast, eco-friendly

Problem solutions cars?"

Department of Artificial Intelligence and Machine Learning, SRKR Engineering College, Bhimavaram, Andhra Pradesh - 534202
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3. Real-World Example:

Healthcare Sector

• Problem Observed: Rural patients had no access to diagnosis tools.

• Product Formed: A smartphone-based portable ECG device (ex: Kardia Mobile).

4. How It Leads to Product Development

• Focused ideation and prototyping

• Aligns with market needs

• Improves success rate

Summary:

Strong problem formation sets the right direction for innovation. It ensures that

products solve real needs, not assumptions.

Department of Artificial Intelligence and Machine Learning, SRKR Engineering College, Bhimavaram, Andhra Pradesh - 534202
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Q6. Explain any five tools of design thinking with diagrams and examples(K3).

Answer:

Design Thinking Tools help teams understand users better, generate ideas, and refine

solutions.

1. Empathy Map

• Visual tool to understand what a user says, thinks, does, and feels.

• Helps understand motivations and frustrations.

Example: Tesla used empathy maps to understand how drivers felt during long

commutes and range anxiety.

2. Persona

• A fictional character that represents a user group.

• Includes demographics, goals, frustrations.

Example: “Raj, a 30-year-old techie who wants an eco-friendly but powerful car” –

Tesla designs with this persona in mind.

3. Journey Map

• A timeline of the user’s experience with the product.

• Identifies touchpoints, emotions, and pain points.

Example: Tesla mapped a customer’s journey from test drive to supercharging to

servicing.

4. Brainstorming

• Group activity to generate as many ideas as possible.

• No criticism, only wild and diverse ideas encouraged.

Department of Artificial Intelligence and Machine Learning, SRKR Engineering College, Bhimavaram, Andhra Pradesh - 534202
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Example: Tesla engineers brainstormed wild ideas like vertical doors, dog mode, and

fart mode .

5. Prototyping

• Building a simple version to test and learn.

• Can be a sketch, mock-up, 3D print, or software demo.

Example: Tesla built prototypes of autonomous driving features before deploying.

Summary:

These tools help create products that are meaningful, usable, and innovative.

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Department of Artificial Intelligence and Machine Learning, SRKR Engineering College, Bhimavaram, Andhra Pradesh - 534202