Unit IV

Subject Code: 251303MG

Innovation & Technology Management

Design Thinking Approach - Introduction to Design Thinking, Design

Thinking Approach in Stages, Design thinking & entrepreneurship,
Sustainable Innovation, Measures to Promote Research and Innovation
in India.(Ecosystem for Innovation)

Compiled By
Abhishek Chakraborty MBA Ph.D
Aparajita Pattanaik MBA Ph.D

INNOVATION AND TECHNOLOGY MANAGEMENT - Unit IV New Syllabus BIT Durg

Introduction to Design Thinking, Design Thinking Approach in
Stages, Design Thinking & Entrepreneurship.
Design thinking is an approach used for practical and creative problem-solving. It is based heavily on the
methods and processes that designers use (hence the name), but it has actually evolved from a range of
different fields — including architecture, engineering and business. Design thinking can also be applied to
any field; it doesn‘t necessarily have to be design-specific.

Design thinking is used extensively in the area of healthcare and wellness, agriculture, food security,
education, financial services, and environmental sustainability, to name a few. Design thinking has helped in
the digital space, contributed to the development of physical products, spurred social innovation projects and
much more.

The iterative design process helps the designers to involve clients and customers in meaningful ways. It is
not just a strategy to come up with feasible solutions to a problem, but also a method to think of
unimaginable solutions and then trying to make them not just feasible, but also viable.

Origin of Design Thinking

It is a methodology of design that originated in Stanford University and is today considered to be one of the
most sought after skills in the industry. The concept of design thinking began only with a few domains under
consideration, but is now found to be applicable to a myriad of disciplines, ranging from medicine and
aeronautics to management, operations, and human resource planning.

The teaching and acquisition of design thinking skills has assumed so much importance that it is now being
taught at some of the leading universities of the world, as well as the leading global corporate houses across
the globe.

Infosys Ltd., India‘s second largest IT-based company providing business consulting, information
technology and software engineering services, has also made design thinking a mandatory skill to be
acquired by each of its employee.

Stanford University in the United States and the University of Potsdam in Germany have also promoted
design thinking, citing it as one of the most useful skills for professionals.

In 1987, Peter Rowe‘s book titled, ―Design Thinking‖ described methods and approaches that planners,
designers, and architects use. The work of Robert McKim was consolidated by Rolf Faste at Stanford
University during 1980s to 1990s and then, David M. Kelly adapted design thinking for business interests.
David M. Kelly founded IDEO in 1991.

Most of the industries trying to solve customers‘ problems and address their needs are failing just because
they look at the problems outside in. However, many problems can be solved in a better manner if we look
at them inside out.

Features of Design Thinking

 Finding simplicity in complexities.

 Having a beautiful and aesthetically appealing product.
 Improving clients‘ and end user‘s quality of experience.

INNOVATION AND TECHNOLOGY MANAGEMENT - Unit IV New Syllabus BIT Durg

  Creating innovative, feasible, and viable solutions to real world problems.
 Addressing the actual requirements of the end users.

Design thinking is a non-linear, iterative process that teams use to understand users, challenge assumptions,
redefine problems and create innovative solutions to prototype and test. Involving five phases—Empathize,
Define, Ideate, Prototype and Test—it is most useful to tackle problems that are ill-defined or unknown.

The Five Stages of Design Thinking

The Hasso Plattner Institute of Design at Stanford (aka the d.school) describes design thinking as a five-
stage process. Note: These stages are not always sequential, and teams often run them in parallel, out of
order and repeat them in an iterative fashion.

I. Stage 1: Empathize—Research Your Users' Needs

INNOVATION AND TECHNOLOGY MANAGEMENT - Unit IV New Syllabus BIT Durg

 Here, you should gain an empathetic understanding of the problem you‘re trying to solve, typically
through user research. Empathy is crucial to a human-centered design process such as design
thinking because it allows you to set aside your own assumptions about the world and gain real
insight into users and their needs.

II. Stage 2: Define—State Your Users' Needs and Problems

It‘s time to accumulate the information gathered during the Empathize stage. You then analyze your
observations and synthesize them to define the core problems you and your team have identified.
These definitions are called problem statements. You can create personas to help keep your efforts
human-centered before proceeding to ideation.

III. Stage 3: Ideate—Challenge Assumptions and Create Ideas

Now, you‘re ready to generate ideas. The solid background of knowledge from the first two phases
means you can start to ―think outside the box‖, look for alternative ways to view the problem and
identify innovative solutions to the problem statement you‘ve created. Brainstorming is particularly
useful here..

IV. Stage 4: Prototype—Start to Create Solutions

This is an experimental phase. The aim is to identify the best possible solution for each problem
found. Your team should produce some inexpensive, scaled-down versions of the product (or
specific features found within the product) to investigate the ideas you‘ve generated. This could
involve simply paper prototyping.

V. Stage 5: Test—Try Your Solutions Out

Evaluators rigorously test the prototypes. Although this is the final phase, design thinking is iterative:
Teams often use the results to redefine one or more further problems. So, you can return to previous
stages to make further iterations, alterations and refinements – to find or rule out alternative
solutions.

Embrace Incubator

Every year approximately 20 million premature and low-birth-weight babies are born. Unfortunately, 4
million babies die within the first month. In addition to that, 99% of the death happens in low to middle
income countries.

Many people cant afford to save their babies life because the life saving device ‗The infant incubator‘ is
highly expensive for poor people to afford.It costs about $25,000 for a single unit and completely out of
reach for poor people.
Back In 2007, a team at the Stanford d.School were tasked with the project of of designing a low cost
incubator for 1% of the standard cost of „The Infant Incubator‟.
For the team of electrical engineers, computer scientists, and MBA students this was a difficult task.

Empathize to Innovate

INNOVATION AND TECHNOLOGY MANAGEMENT - Unit IV New Syllabus BIT Durg

The Principle of Human human-centered design asks Designers to “empathize with the end user.” The
team move ahead with the traditional approaches of Innovation and applied the basic principle of Design
Thinking in their work.
One of the team members Linus Liang got funding for a trip to Nepal so as deeply understand the unmet
needs associated with incubators.
Linus saw that Many of the hospital‘s donated incubators were empty because babies who needed it were
often born miles away. Consequently, making the travel impossible for a new mom and her child in a poor
village.

With these insights they re framed their Design challenge “How might we create a baby-warming device
that helps parents in remote villages give their dying infants a chance to survive?”

Embrace Incubator
And created tiny sleeping bag containing a paraffin-based pouch which once warmed up can maintain
temperature for up to four hours. The innovative solution was portable to be used at home to keep baby
warm at the correct temperature anywhere in the world.

The team took the prototype to India to get further feedback. They spoke to many moms, nurses,
midwives,shopkeepers and incorporated all the feedback to further iterate their prototype.
After extensive clinical testing and making over 100 prototypes, the Embrace Infant warmer was finally
born.

INNOVATION AND TECHNOLOGY MANAGEMENT - Unit IV New Syllabus BIT Durg

Most Importantly, as compared to traditional Incubators the Product only costs 25$. Indeed one of the best
Design Thinking Examples.

Netflix
Who Doesn‘t Know about Netflix? An innovator and Design Thinking Practitioner which has over 117
million subscribers in 190 countries. But how did it all began?

It all began in 1997 with the vision of founder Reed Hasting to stream movies directly to the Homes of
people via internet.

Back in the days, Netflix started as a service that delivered movies to the doorsteps of customers via
customer mail. However, soon cable companies began offering movies on-demand.

Netflix used the approach of Design Thinking, understood the needs and expectations of its customers and
transformed its Business Model.
Netflix | Design Thinking Example

Think Big and Start Small

In the year 2001, Reed Hastings nearly spent $10 million a year to research on streaming. He took the bold
risk to forgo company‘s tiny profit.

Additionally, He kept on testing quickly and rapidly on offering streaming video.After conducting series of
Streaming Test to understand the feasibility, Netflix started by giving it away as part of DVD subscriptions.
In this way, he made people get used to streaming while he kept on building his library of offerings.

Finally, in 2010, after 10 years of testing and experimenting, Netflix offered streaming-only option at half
the price of its DVD subscription. Hence, It captured the market while broadband and internet services
started to grow rapidly.

Understanding Customers.
Unlike others, Netflix never appealed to the masses. Infact, it has always catered to niches and understood
what they needed.

So, Netflix didn‘t stop there and kept on using Design Thinking to Innovate. And soon understood and
Recognized that customers were hungry for more provocative content. In 2011, Netflix began to create its
own content, like Stranger Things, Black Mirror. The shows were far too provocative for general public but
loved by the target audience.

In order to further delight its customers, Netflix in 2016 brought changes to its interface. Instead of looking
at still images or posters, Customers could see the trailers while scrolling the interface.

Netflix doesn‘t show any signs of stopping, the company came up with a download-and-go feature to let
customers download the content offline. In this way, Netflix is revolutionizing the User Experience by using
Design Thinking.
INNOVATION AND TECHNOLOGY MANAGEMENT - Unit IV New Syllabus BIT Durg
NIKE

In the 80‘s Nike combined Sports and Design and launched Air Force One-The first sneaker with
pressurized air technology to absorb shock to help athletes perform better. It became a fashion sensation of
New York.

It is just one of the examples how Nike has been Using Design to improve the User Experience by
understanding what they need.

Air Force One | Nike

In Collaboration, Nike re-conceptualized Dunk Hi shoe with clear panel which lets wearer express
themselves through the socks they wear underneath.

Nike Says “We’re listening to athletes about ways that shoes impact performance, but also hearing about
their passion for luxury materials. We’ve merged the two, responding to their day-to-day needs, as well as
their style inspiration.”

Nike Lab, is where many of the experimental collaborations begin. Nike looks for the partners that helps
them with user insights which trickle through the company and inspires the Designers. This helps Nike
focused on the needs of its most loyal customers.

Sustainable Innovation

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Sustainable innovation involves making intentional changes to a company's products, services, or processes
to generate long-term social and environmental benefits while creating economic profits for the firm

Here‘s how sustainable innovation works with products, services, and processes.

Developing novel products and services. Through sustainable innovation, companies can invent and offer
novel products or services that directly contribute to achieving sustainability.
For example: Bio-bean, a British startup and certified B Corp, developed an eco-friendly biofuel
made from coffee waste to help power London‘s double-decker buses. Bio-bean also upcycles spent
coffee grounds into eco-friendly products such as coffee logs and coffee pellets—alternatives to
carbon-heavy fuels such as coal briquettes and imported wood logs[1]. Bio-bean is using a material
previously considered waste, contributing to a circular economy while generating approximately $10
million (USD) in annual revenue in 2020.

Changing operational processes. Sustainable innovation is not only about inventing novel products or
services. Firms can also innovate sustainably while offering existing products or services when they change
their processes. Process changes can occur in many areas, e.g. design, production, marketing, and even HR.

How Sustainable Innovation Differs from Traditional Innovation

Some might wonder how these sustainable innovations differ from traditional forms of innovation. After all,
both traditional and sustainability innovation involve developing new products, services, or processes. Three
core features set sustainable innovation apart.

1. Sustainable innovations contribute to sustainable businesses. Sustainable innovation intentionally

aims to ―meet the needs of present generations without compromising the needs of future
generations.‖ It requires businesses to actively incorporate issues such as human rights, and climate
change into their innovation processes. Companies that engage in sustainable innovation go beyond
seeking immediate profits. They think long-term, about investing in technologies and people for the
future.
2. Sustainable innovations require systems thinking. When companies engage in sustainable
innovation, they do not merely focus on their own organization. Instead, they look more broadly to
the whole system of which they are part – including other companies, the natural environment, and
stakeholders and communities. They have a good understanding of how their actions affect other
organizations and vice versa.

INNOVATION AND TECHNOLOGY MANAGEMENT - Unit IV New Syllabus BIT Durg

 3. Sustainable innovations must be embedded into firm‟s culture. Unlike traditional innovations
that are mostly performed within a separate R&D department or unit, sustainable innovations are
likely to be more successful when they are deeply embedded in the firm‘s culture. When
sustainability is not part of the corporate culture, the pursuit of short-term profits will kill
sustainability-oriented creative ideas without giving them sufficient time to mature.

Sustainable innovation can be put in three broad categories: operational optimization,

organizational transformation, and systems building. Researcher Richard Adams and colleagues identified
these different categories, shown in the graphic below. They represent a continuum in terms of impact, with
―systems building‖ creating the greatest change.

 Operational optimization. Firms can improve their operational processes without fundamentally
changing their business model. They can find ways to ―do the same things better,‖ and reduce their
negative environmental and social impacts (e.g., using renewable energy and reducing packaging).
This can be done relatively easily by adding environmental and social criteria to existing quality or
profit criteria. This approach is sometimes called ―eco-efficiency.‖

Firms can engage in three types of sustainable innovation; Source: Adams et al. (2015)
 Organizational transformation. For a greater change, companies can create disruptive new
products and services that serve societal needs and/or benefit the environment. This step goes beyond
―doing less harm‖ and focuses on ―doing good by doing new things.‖ These companies also see
sustainability as a business opportunity. The sustainable innovation examples mentioned above (i.e.,
biofuel made out of coffee waste, the smartphone with modular design) show how companies can
engage in this kind of sustainable innovation. In order to achieve organizational transformation,
firms must radically shift their mindset from doing things better to doing new things.

INNOVATION AND TECHNOLOGY MANAGEMENT - Unit IV New Syllabus BIT Durg

  Systems building. The most advanced form of sustainable innovation involves collaborating with
others to create positive impacts on people and the planet. Companies here see themselves as part of
an ecosystem and recognize that sustainability can‘t be achieved by any single organization. They
aim to ―do good by doing new things with others.‖ These system builders extend their thinking
beyond the boundaries of the organization to include partners in previously unrelated industries as
well as marginalized actors.

Introduction
India ranks third among the most attractive investment destinations for technology transactions in the world.
Modern India has had a strong focus on science and technology, realising that it is a key element for
economic growth. India is among the topmost countries in the world in the field of scientific research,
positioned as one of the top five nations in the field for space exploration. The country has regularly
undertaken space missions, including missions to the moon and the famed Polar Satellite Launch Vehicle
(PSLV).
India is likely to take a leading role in launching satellites for the SAARC nations, generating revenue by
offering its space facilities for use to other countries.
As of June 18, 2021, India comprised 988 universities.

Market size
India now ranks 46 among 50 countries in the Global Innovation Index (GII); this is an improvement from
the 48th position in 2020. The Government is extensively promoting research parks technology business
incubators (TBIs) and (RPs), which would promote the innovative ideas till they become commercial
ventures.
India‘s gross expenditure in R&D was forecast to reach US$ 96.50 billion in 2020. By 2022, R&D
expenditure is targeted to reach at least 2 per cent of the country‘s GDP. The engineering R&D and product
development market in India is forecast to post a CAGR of ~12% to reach US$ 63 billion by 2025, from
US$ 31 billion in 2019.

INNOVATION AND TECHNOLOGY MANAGEMENT - Unit IV New Syllabus BIT Durg

IT spending in India is estimated to reach US$ 93 billion in 2021 (7.3% YoY growth) and further increase to
US$ 98.5 billion in 2022.

India's National Artificial Intelligence Strategy prepared by NITI Aayog outlined a way forward to harness
the potential of Artificial Intelligence (AI) in different fields. Accenture offers a framework for assessing the
economic effect of AI for selected G20 countries in its latest AI research studies and forecast that AI will
raise India's annual growth rate by 1.3% points by 2035.

The Council of Scientific and Industrial Research runs 37 national laboratories and 39 outreach centres.
India ranks 10th in the Global Cybersecurity Index 2020 that was launched by the International
Telecommunication Union.

Developments/Investments:

With support from the Government, considerable investment and development has incurred in different
sectors such as agriculture, healthcare, space research, and nuclear power through scientific research. For
instance, India is gradually becoming self-reliant in nuclear technology.

Recent developments
Some of the recent developments in the field of science and technology in India are as follows:

 In September 2021, Union Minister of State (Independent Charge) Science & Technology, Minister
of State (Independent Charge) Earth Sciences, MoS PMO, Personnel, Public Grievances, Pensions,
Atomic Energy and Space, Dr Jitendra Singh, launched the ‗AmritGrand Challenge Programme‘
called ‗JANCARE‘. This programme has been launched to identify 75 start-ups in several sectors
such as telemedicine, digital health and mHealth with Big Data, AI, blockchain and other
technologies.
 In September 2021, Atal Innovation Mission and Dassault Systèmes announced their plan to set up
an innovation and entrepreneurship ecosystem across India.
 In August 2021, the Government of India announced its support to 75 start-ups in the areas of
telemedicine, artificial intelligence and digital health.
 From 2014 to 2021, India recorded a 572% growth in patent approvals.
 In July 2021, ISRO announced that its geo-imaging satellite ‗EOS-03‘, which will enable near-real
time monitoring of natural disasters such as floods and cyclones, is scheduled for launch in the third
quarter of 2021 and Chandrayaan-3 is likely to be launched in the third quarter of 2022.
 In August 2021, the central government approved Deep Ocean Mission (DOM), which will be
implemented by the Ministry of Earth Sciences at a total budget of Rs. 4,077 crore (US$ 548.54
million) for five years. The mission is a multi-ministerial, multi-disciplinary programme to develop
deep-sea technologies such as manned submersibles (that are rated for 6,000-metre water depth) and
enable deep-sea mining, exploration of deep-sea mineral resources and marine biodiversity,
acquisition of a research vessel to explore oceans, conduct deep-sea observations and build capacities
in marine biology research.
 In August 2021, Union Minister of State (Independent Charge) Science & Technology, Dr. Jitendra
Singh announced that gamma irradiation technology for food preservation has been shared with
private players and at present, 26 gamma radiation processing plants are operational in the country in
private, semi government and government sector for irradiation of various products.

INNOVATION AND TECHNOLOGY MANAGEMENT - Unit IV New Syllabus BIT Durg

  In August 2021, ISRO announced that it is in discussions with European and Israeli space agencies
to boost cooperation and recognise potential opportunities to work.
 In August 2021, INDIAai and NASSCOM launched the first edition of the Lab2Market initiative to
boost industry-academia collaboration.
 DST and GE India are likely to collaborate for Advanced Technology Research, according to
the Science and Engineering Research Board. Over the next five years, academic institutes will get
up to US$ 2.68 million in funding for research in the fields of energy, healthcare and aviation.
 In June 2021, DRDO developed an anti-drone technology to detect and neutralise unmanned aerial
vehicles. This technology uses radar system that offers 360-degree coverage.
 On June 28, 2021, DRDO tested a nuclear-capable ballistic missile ‗Agni P‘ with range capability of
1,000-2,000 kms.
 On June 9, 2021, ICAR signed a MoU with the Digital India Corporation to provide location-specific
demand-based tele-agriculture advisories.
 In March 2021, the Minister of Micro, Small and Medium Enterprises, Nitin Gadkari, inaugurated
two technology centres at Visakhapatnam and Bhopal, three extension centres of big technological
centres and seven mobile Udyam Express of MSME.
 In February 2021, production linked incentive scheme for IT Hardware was approved to boost
domestic manufacturing of IT Hardware.
 In February 2021, about 1 lakh women were trained on digital literacy in India via ‗We Think
Digital‘
 In February 2021, Union Minister for MSME & Road Transport & Highways Nitin Gadkari
inaugurated 50 artisan-based SFURTI (Scheme of Fund for Regeneration of Traditional Industries)
clusters, which will be spread >18 states, to support >42,000 artisans in traditional crafts.
 Oppo‘s India research and development centre (R&D) has filed 200 patents, including patents for 5G
and camera technologies. The company is also planning to make huge investments in India from its
US$ 7 billion global investment bucket.
 In December 2020, Ambassador of France, Germany and the European Union announced that they
will together work out a detailed plan to fund more eco-friendly projects in Kerala in the coming
years.
 In November 2020, the Engineering Exports Promotion Council India and the National Institute of
Design collaborated to promote and upgrade designs and technology for the medical devices
industry, enabling it to meet the emerging needs of the country‘s health sector, particularly in the
aftermath of COVID-19.
 In November 2020, Union Cabinet, chaired by the Prime Minister, Mr. Narendra Modi signed a
memorandum of understanding (MoU) between the Indian Institute of Astrophysics (IIA),
Bengaluru, and the Instituto de Astrofisica de Canarias (IAC) and the GRANTECAN, S.A. (GTC),
Spain to develop scientific and technical collaborations in astronomy field.

The Union Budget 2021-22

Under the Union Budget 2021-22, the government announced allocation of Rs. 14,794.03 crore (US$
2.02 billion) to the Ministry of Science and Technology. The Department of Atomic Energy has been
allocated Rs. 18,264.89 crore (US$ 2.50 billion). The Department of Science and Technology (DST) has
been allocated Rs. 6,067.39 crore (US$ 831.63 million). The Ministry of Earth Sciences was allocated Rs.
1,897.13 crore (US$ 260.03 million).

INNOVATION AND TECHNOLOGY MANAGEMENT - Unit IV New Syllabus BIT Durg

The Road Ahead
India is aggressively working towards establishing itself as a leader in industrialisation and
technological development. Significant developments in the nuclear energy sector are likely as India looks
to expand its nuclear capacity. Moreover, nanotechnology is expected to transform India‘s pharmaceutical
industry. The agriculture sector is also likely to undergo a major revamp with the government investing
heavily for a technology-driven Green Revolution. Government of India, through the Science, Technology
and Innovation (STI) Policy-2013, among other things, aspires to position India among the world‘s top five
scientific powers. Indian Space Research Organisation (ISRO) will launch its first Indian human mission by
2022.
India initiated a landmark policy called Science, Technology and Innovation Policy 2020 with core
vision of being decentralized, evidence informed, bottom-up, experts-driven, and inclusive. The policy aims
to be bring-in the concept of ‗dynamic policy‘ with a robust policy governance mechanism incorporating
features such as periodic review, policy evaluation, feedback, and adaptation, and a timely exit strategy for
various policy instruments.

Atal Innovation Mission and Vigyan Prasar announce collaboration between Atal Tinkering Labs and
Engage with Science

Atal Innovation Mission (AIM), a flagship initiative of Niti Aayog announced a collaboration with Vigyan
Prasar, an autonomous organization of the Department of Science and Technology, Government of India to
drive synergies between AIM‘s Atal Tinkering Labs (ATL) and Vigyan Prasar‘s unique interactivity
platform, Engage With Science (EWS).

Engage with Science as part of the collaboration, will onboard all 9,200+ ATL-enabled schools and engage
their students, teachers and Principals in perennial activities. These activities will lead to accumulation of
points based on which certificates and incentives will be provided to motivate students and teachers about
STEM content consumption.

With a vision to ‗Cultivate one Million children in India as Neoteric Innovators‘, Atal Innovation Mission
has established 9200+ Atal Tinkering Laboratories (ATLs) in schools across India. The main aim of ATL is
to foster curiosity, creativity, and imagination in young minds simultaneously inculcating skills such as
design mindset, computational thinking, adaptive learning, physical computing etc.

ATL is a workspace where young minds give shape to their ideas and learn skills through hands on do-it-
yourself mode. Young children get a chance to work with tools and equipment to understand the concepts of
STEM (Science, Technology, Engineering and Math).

INNOVATION AND TECHNOLOGY MANAGEMENT - Unit IV New Syllabus BIT Durg

INNOVATION AND TECHNOLOGY MANAGEMENT - Unit IV New Syllabus BIT Durg