NETFLIX

NAME – VIKRAMJEET TEWATIA

URN - 2452120
SECTION – B

Submitted to :- Dr Sangeeta Maini

REFLECTIVE JOURNAL OF
DESIGN THINKING

NAME – VIKRAMJEET TEWATIA

URN - 2452120
SECTION – B

Submitted to :- Dr Sangeeta Maini

DESIGN THINKING AND
ENTREPRENURIAL MINDSET

Design thinking is a human-centered approach to innovation and problem-solving that

integrates:

 Human needs (Desirability)

 Technological possibilities (Feasibility)
 Business requirements (Viability)

PROCESS OF DESIGN THINKING

Design thinking is a user-centered approach to innovation that involves several distinct stages. Key
Stages of Design Thinking are:

1. Empathy

 Goal: Understand the needs, experiences, and motivations of the users.

 Activities: Conduct interviews, observe users, and engage with them to gather
insights.
 Tools: User personas, empathy maps, and journey maps.

2. Define
  Goal: Clearly articulate the problem you want to solve based on the insights gathered.
 Activities: Synthesize findings from the empathy stage to define a clear problem
statement.
 Tools: Point of view (POV) statements, problem statements, and user stories.

3. Ideate

 Goal: Generate a wide range of ideas and solutions to address the defined problem.
 Activities: Brainstorming sessions, mind mapping, and other creative techniques to
spark innovation.
 Tools: Brainstorming, SCAMPER, and mind mapping.

4. Prototype

 Goal: Create simple, tangible representations of your ideas to explore and test
potential solutions.
 Activities: Build models or mock-ups of ideas, whether physical or digital, to
visualize and experiment with them.
 Tools: Sketching, wireframing, 3D printing, and rapid prototyping tools.

5. Testing

 Goal: Evaluate the prototypes by testing them with users to gather feedback and
refine the solutions.
 Activities: Conduct user testing sessions, gather feedback, and iterate on the
prototypes based on user insights.
 Tools: Usability testing, A/B testing, and user feedback sessions.

6. Implement

 Goal: Launch the refined solution into the market and monitor its performance.
 Activities: Develop a final version of the product, launch it to the market, and
continuously gather feedback for improvement.
 Tools: Project management tools, feedback loops, and performance metrics.

Key Principles of Design Thinking

 Human-Centered: Always keep the user at the center of the process.

 Collaborative: Encourage diverse perspectives and teamwork.
 Iterative: Embrace a cycle of testing, learning, and refining.
 Bias Toward Action: Focus on doing and making over thinking and meeting.
 Experimental: Encourage risk-taking and accept failure as part of the learning
process.

Design thinking fosters creativity, innovation, and a deep understanding of user needs,
making it a powerful approach for solving complex problems.
 ENTRPRENURIAL MINDSET
An entrepreneurial mindset is a way of thinking that enables individuals to identify and
capitalize on opportunities, overcome challenges, and drive innovation. It’s about adopting a
proactive, creative, and resilient approach to various aspects of life and work. Here are the
key elements of an entrepreneurial mindset:

Key Elements of an Entrepreneurial Mindset

1. Opportunity Recognition
Proactive Thinking: Entrepreneurs are always on the lookout for new opportunities and are
adept at spotting gaps in the market.

Curiosity: They possess an insatiable curiosity and a willingness to explore new ideas and
concepts.

2. Resilience and Perseverance

Failure as a Learning Tool: Entrepreneurs view failures and setbacks as valuable learning
experiences rather than defeat.
Persistence: They persist through challenges and obstacles, continually pushing forward to
achieve their goals.

3. Risk-Taking
Calculated Risks: Entrepreneurs are willing to take risks, but they do so with careful
calculation and planning.

Embrace Uncertainty: They are comfortable with ambiguity and uncertainty, which allows
them to navigate uncharted waters.

4. Innovation and Creativity

Thinking Outside the Box: Entrepreneurs are creative thinkers who approach problems with
innovative solutions.

Continuous Improvement: They constantly seek ways to improve and innovate, whether it's a
product, service, or process.

5. Self-Belief and Confidence

Confidence: Entrepreneurs believe in their abilities and have confidence in their vision and
decisions.

Self-Motivation: They are highly self-motivated and driven by their passions and goals.

6. Adaptability and Flexibility

Agility: Entrepreneurs are agile and can quickly adapt to changing circumstances and new
information.

Open-Mindedness: They are open to feedback and willing to pivot their strategies when
necessary.

7. Resourcefulness
Problem-Solving Skills: Entrepreneurs are resourceful problem-solvers who can make the
most of limited resources.
Networking: They build and leverage networks to gain support, knowledge, and resources.

8. Vision and Long-Term Focus

Visionary Thinking: Entrepreneurs have a clear vision of what they want to achieve and are
focused on long-term goals.

Strategic Planning: They engage in strategic planning to map out the steps needed to realize
their vision.

 Application of Entrepreneurial Mindset

 Business Ventures: Starting and growing new businesses.

 Corporate Innovation: Driving innovation and change within established

organizations (intrapreneurship).

 Personal Development: Applying entrepreneurial principles to personal growth and

career advancement.

 Social Impact: Using entrepreneurial skills to address social issues and create positive
change in communities.
 EMPATHY

Empathy involves truly understanding and sharing the feelings, thoughts, and experiences of
another person. It’s about stepping into someone else’s shoes and seeing the world from their
perspective. Here’s how you can cultivate and demonstrate empathy:

Steps to Cultivate Empathy

1. Active Listening

Focus: Pay full attention to the person speaking, without interrupting or planning your
response while they’re talking.

Acknowledgment: Show that you are listening through nodding, maintaining eye contact, and
using verbal cues like “I see” or “I understand.”

2. Perspective-Taking

Imagine: Try to put yourself in the other person's situation. How would you feel if you were
in their position?

Reflect: Think about similar experiences you might have had and how you felt during those
times.
3. Emotional Validation

Acknowledge Feelings: Validate the other person's feelings by acknowledging them. You can
say things like, “I can see how that would be really frustrating” or “That sounds really
tough.”

Avoid Judgment: Accept their feelings without judgment, even if you don’t agree with their
perspective.

4. Ask Questions

Clarify: Ask open-ended questions to understand their experience better. For example, “Can
you tell me more about what happened?” or “How did that make you feel?”

Show Interest: Demonstrate genuine interest in their thoughts and feelings.

5. Practice Compassion

Support: Offer support and understanding. Sometimes, just being there and listening is
enough.

Act: When appropriate, take actions that show you care, such as offering help or just being a
reassuring presence.

Benefits of Empathy

 Stronger Relationships: Empathy helps build deeper and more meaningful

relationships.
 Improved Communication: When people feel understood, communication flows more
freely.
 Conflict Resolution: Empathy can de-escalate conflicts and foster mutual
understanding.
 Emotional Intelligence: Enhances your ability to manage your own emotions and
understand others’.
 Innovation

Innovation refers to the process of creating new value through solutions that meet new
requirements or satisfy existing market needs in different ways. Here are the main types of
innovation:

 Types of Innovation:
1. Architectural Innovation
Architectural innovation involves reconfiguring existing components within a
business to deliver new value to customers and potentially create a new market. It
focuses on redesigning the structure or architecture of products, processes, or systems
to enhance performance or functionality. Examples include modularization,
platformization, or reengineering processes to improve efficiency and flexibility.

2. Disruptive Innovation
Disruptive innovation introduces a new product or service that fundamentally alters
the competitive landscape, often by targeting underserved or overlooked market
segments. It typically starts at the low end of the market and gradually gains traction,
eventually displacing established players. Examples include the rise of digital
streaming services disrupting traditional media or electric vehicles challenging the
automotive industry’s status quo.

3. Radical Innovation
 Radical innovation represents a departure from existing norms and conventions,
introducing breakthrough technologies or concepts that redefine industry paradigms.
It involves creating entirely new products, services, or business models that
revolutionize how markets operate. Examples include the advent of smartphones
revolutionizing communication or blockchain technology transforming financial
services.

4. Incremental Innovation
Incremental innovation involves making small, incremental changes and
improvements to existing products, processes, or services over time. It focuses on
refining and optimizing existing offerings to enhance performance, quality, or user
experience. While less flashy than radical innovation, incremental innovation plays a
crucial role in driving continuous improvement and maintaining competitiveness in
mature markets.

COMB

1. Empathize
User Research: Understand the needs and preferences of different users. This could involve
interviews, surveys, and observations to gather insights on what users look for in a comb.

Identify Pain Points: Determine common issues with existing combs, such as discomfort, hair
damage, or difficulty in use.
2. Define
Problem Statement: Clearly define the problem you're solving. For example, "Design a comb
that minimizes hair breakage and provides a comfortable grip for all hair types."

Target Audience: Identify the target users, such as children, adults, people with curly hair,
etc.

3. Ideate
Brainstorming: Generate a wide range of ideas for the comb’s design, considering various
shapes, materials, and features.

Sketching: Create rough sketches of different comb designs to visualize potential solutions.

Concept Selection: Evaluate the sketches and select the most promising concepts based on
user needs and feasibility.

4. Prototype
Create Models: Build simple prototypes using materials like clay, plastic, or 3D printing. This
helps in testing the form and ergonomics of the comb.

Iterate: Develop multiple prototypes, refining the design based on feedback from initial
testing.

5. Test
User Testing: Have users test the prototypes to gather feedback on comfort, usability, and
performance.

Refinement: Make necessary adjustments to the design based on user feedback, focusing on
improving functionality and ergonomics.

6. Implement
Final Design: Finalize the design by incorporating all the feedback and improvements from
the testing phase.
Material Selection: Choose appropriate materials that balance durability, cost, and user
comfort. Options could include plastic, wood, or metal.

Manufacturing Process: Plan the manufacturing process, considering methods like injection
molding for plastic combs or CNC machining for metal ones.

Quality Control: Establish quality control measures to ensure each comb meets design
specifications and user expectations.

Key Considerations:
 Ingredients: Use high-quality, skin-friendly ingredients. Common active ingredients
include ethanol or isopropyl alcohol (60-70%) for effectiveness, and additional
moisturizers like aloe vera or glycerin to prevent skin dryness.

 Packaging: Ensure the packaging is user-friendly, portable, and visually appealing.

Consider eco-friendly options to minimize environmental impact.

 Scent and Texture: Choose scents that are pleasant but not overpowering, and ensure
the sanitizer has a non-sticky texture.
 SANITIZER

Designing a hand sanitizer involves a comprehensive process that considers user needs,
safety, effectiveness, and regulatory compliance. Here’s a detailed breakdown of the design
process for hand sanitizer:

1. Empathize
User Research: Understand the needs, preferences, and concerns of users regarding hand
sanitizers. Conduct surveys and interviews to gather insights.

Identify Pain Points: Determine common issues with existing products, such as skin irritation,
drying effect, or unpleasant odor.

2. Define
Problem Statement: Clearly define the problem you want to solve. For example, "Design a
hand sanitizer that is effective, gentle on skin, and has a pleasant scent."

Target Audience: Identify the target users, such as healthcare professionals, families,
travelers, etc.

3. Ideate
Brainstorming: Generate a wide range of ideas for the sanitizer’s formulation, packaging, and
additional features.
Concept Development: Create initial concepts that address user needs and solve identified
problems. Consider different formulations, fragrances, and packaging designs.

4. Prototype
Formulation: Develop sample formulations with varying concentrations of active ingredients
(e.g., ethanol or isopropyl alcohol) and added moisturizers or fragrances.

Packaging: Design prototypes of the sanitizer’s packaging, considering factors like

portability, ease of use, and visual appeal. Options include bottles with pumps, squeeze tubes,
and travel-sized containers.Testing Samples: Produce small batches of the prototypes for
testing.

5. Test
User Testing: Conduct user testing to gather feedback on the efficacy, feel, scent, and
packaging of the prototypes.

Clinical Testing: Ensure the sanitizer meets regulatory requirements for effectiveness and
safety. This may involve laboratory testing to verify its efficacy against germs and suitability
for skin contact.

Refinement: Adjust the formulation and packaging based on feedback and test results. Make
improvements to address any issues identified during testing.

6. Implement
Final Formulation: Finalize the formulation by incorporating all the refinements from the
testing phase. Ensure it meets all safety and efficacy standards.

Production Plan: Develop a detailed production plan, including sourcing of ingredients,

manufacturing processes, quality control, and packaging.

Regulatory Compliance: Ensure the product complies with all relevant regulations and
standards for hand sanitizers in the target markets. This may involve obtaining necessary
approvals and certifications.

Key Considerations:
  User-Centered Design: Focus on understanding and addressing user needs and
preferences.
 Effective Ingredients: Use germ-killing ingredients like ethanol or isopropyl alcohol.
 Skin-Friendly Formulation: Include moisturizers to prevent skin dryness.
 Pleasant Scent and Texture: Ensure the sanitizer has an appealing scent and a non-
sticky feel.
 Regulatory Compliance: Meet all safety and efficacy standards and obtain necessary
certifications.

DOSA MAKER
Designing a dosa maker involves a systematic process to ensure the machine is efficient,
user-friendly, and capable of producing high-quality dosa. Here’s a detailed breakdown of the
design process:

1. Empathize
User Research: Understand the needs and preferences of users who will be using the dosa
maker. Conduct surveys, interviews, and observations to gather insights.

Identify Pain Points: Determine common issues with existing dosa-making methods, such as
uneven cooking, manual flipping, and time consumption.
2. Define
Problem Statement: Clearly define the problem you want to solve. For example, "Design a
dosa maker that automates the cooking process, ensuring evenly cooked dosa with minimal
user effort."

Target Audience: Identify the target users, such as home cooks, restaurant owners, and food
vendors.

3. Ideate
Brainstorming: Generate a wide range of ideas for the dosa maker’s design, considering
various features, mechanisms, and materials.

Sketching: Create rough sketches of different dosa maker designs to visualize potential
solutions.

Concept Selection: Evaluate the sketches and select the most promising concepts based on
user needs and feasibility.

4. Prototype
Create Models: Build simple prototypes using materials like plastic, metal, or 3D printing.
This helps in testing the form and functionality of the dosa maker.

Iterate: Develop multiple prototypes, refining the design based on feedback from initial
testing.

5. Test
User Testing: Have users test the prototypes to gather feedback on ease of use, cooking
performance, and overall satisfaction.

Technical Testing: Ensure the dosa maker meets safety and performance standards. This may
involve laboratory testing to verify its cooking efficiency and durability.

Refinement: Make necessary adjustments to the design based on user feedback and test
results.
6. Implement
Final Design: Finalize the design by incorporating all the refinements from the testing phase.

Material Selection: Choose appropriate materials that balance durability, cost, and user
comfort. Options could include stainless steel for the cooking surface and plastic for the
housing.

Manufacturing Process: Plan the manufacturing process, considering methods like injection
molding for plastic parts and precision machining for metal components.

Quality Control: Establish quality control measures to ensure each dosa maker meets design
specifications and user expectations.

Key Considerations
 User-Centered Design: Focus on understanding and addressing the needs and
preferences of the users.
 Consistency: Ensure the dosa maker produces evenly cooked dosa consistently.
 Ease of Use: Design the machine to be intuitive and simple to operate for all user skill
levels.
 Automation: Incorporate features that automate the dosa-making process, such as
batter spreading and cooking time management.
 STARBUCKS

Starbucks' customer engagement model revolves around creating a seamless and memorable
experience for customers. Here’s how they apply the 5E Framework: Anticipate, Enter,
Engage, Exit, and Reflect.

1. Anticipate
Customer Insights: Starbucks uses data analytics to understand and predict customer
preferences and trends. This allows them to personalize marketing efforts and product
offerings.

Product Innovation: By anticipating market trends and customer needs, Starbucks regularly
introduces new and seasonal products, ensuring they stay relevant and exciting.

Customer Feedback: Platforms like MyStarbucksIdea.com enable Starbucks to gather ideas

and feedback directly from customers, helping them anticipate and address emerging needs.

2. Enter
Welcoming Environment: Starbucks designs its stores to be inviting and comfortable,
creating a space where customers feel welcome.
Convenience: Features like mobile ordering and drive-thru options make it easy for
customers to enter the Starbucks experience with minimal friction.

Brand Appeal: Strong branding and marketing campaigns attract customers to explore what
Starbucks has to offer.

3. Engage
Personalized Experience: The Starbucks Rewards program and mobile app offer personalized
recommendations, discounts, and rewards to keep customers engaged.

Quality Interaction: Baristas are trained to provide excellent customer service, including
remembering regular customers' names and preferences.

Community Engagement: Starbucks often hosts events and community activities that
encourage customer interaction and foster a sense of belonging.

4. Exit
Seamless Checkout: Ensuring a smooth and efficient checkout process, whether in-store or
through the mobile app.

Positive Farewell: Baristas strive to leave a positive impression as customers exit,

encouraging them to return.

Follow-Up: Sending follow-up emails or app notifications with thank you messages or asking
for feedback on the recent visit.

5. Reflect
Customer Feedback: Starbucks actively seeks feedback through surveys and direct
communication to understand what went well and what can be improved.

Data Analysis: Analyzing customer data to identify patterns and areas for improvement in the
customer experience.

Continuous Improvement: Using insights from reflection to make iterative

 PROBLEM STATEMENTS
PROBLEM CHOSEN BY OUR GROUP:

 Fast Moving Fashion Leads to Wastage and Bad Labour Practices

Empathy

Brands rapidly produce cheap, trendy clothing to keep up with changing styles, which
encourages consumers to buy more and discard garments quickly. This results in vast
amounts of textile waste, often ending up in landfills or incinerated.

To achieve this, companies often outsource production to factories in countries with

minimal labor protections, where workers—many of whom are women and even children—
face long hours, minimal pay, and unsafe conditions.

Ideation
There are different ideas and ways to navigating through this problem statement
like encourage brands and consumers to embrace slow fashion by producing and purchasing
high-quality, timeless pieces that last longer and require fewer replacements and romote
transparent supply chains where brands disclose details about their sourcing, labor
practices, and environmental impacts, empowering consumers to make ethical choices.

 Prototype and Testing

THRIFT STORES
One effective solution to combat the waste and poor labor practices of fast fashion is
creating an online thrift store.

Thrift stores encourage a sustainable shopping approach by giving secondhand clothing a

new life, reducing the demand for new, cheaply made garments that contribute to waste
and exploitative labor practices.
By promoting resale and reusability, online thrift stores help to keep clothes in circulation
longer, minimizing the need for constant production and the environmental impact
associated with it. They also provide consumers with an affordable and eco-friendly
alternative, fostering a shift towards conscious consumption and reducing reliance on fast
fashion brands.

APPLICATION

To address the issues of wastage and bad labor practices in fast fashion, we could develop a
sustainable fashion app prototype that encourages consumers to make more ethical and
eco-friendly choices. This app, called "Sustainify," would have the following core features:

1. Thrift Stores: We would integrate our thrift clothes options for reselling those
clothes and ensuring quality checks. We would also mention any defects and
damages.

2. Transparency Dashboard: A feature that displays a brand's environmental impact

score, ethical labor ratings, and sourcing practices, allowing consumers to make
informed choices.

3. Clothing Longevity Tips: Guides on how to care for, repair, and upcycle clothes,
helping users extend their wardrobe’s life.

4. Second-Hand Marketplace: A platform within the app where users can buy, sell, or
trade gently-used items, reducing the need for new purchases and lowering waste.

5. Sustainable Alternatives: When users search for a product, Sustainify offers

sustainable brand recommendations or suggests eco-friendly fabrics and ethical
brands.

6. Recycling and Donation Map: A feature that shows nearby clothing recycling centers
or donation locations, encouraging users to responsibly dispose of clothes they no
longer want.
Testing:

To ensure this prototype effectively addresses the problems of wastage and bad labor
practices, we could conduct the following testing methods:

User Feedback Testing: Recruit a sample group of fashion-conscious consumers to test the
app and provide feedback on usability, interest in features, and how the app influences their
shopping habits.

Longitudinal Study: Conduct a longer-term study to track whether app users develop more
sustainable shopping habits over time, measuring the app's impact on waste reduction and
awareness of ethical brands.

Through iterative testing, Sustainify’s design and features can be refined to effectively
target fast fashion’s impact on wastage and labor practices, fostering a more sustainable
fashion ecosystem.

CASE STUDY

Nokia - A Legacy of Innovation

Overview
Nokia, founded in 1865 in Finland, began as a pulp mill and evolved into a global leader in
telecommunications and technology. The company has a rich history of innovation,
resilience, and adaptability, transitioning from rubber and cable industries to pioneering
mobile and network technologies.

Key Historical Phases

1. Humble Beginnings: Started as a paper mill, later diversifying into rubber, cables, and
electronics.
2. Telecommunications Dominance: Entered telecom in the 1960s, achieving iconic success
with devices like the Nokia 3310 in 2000.
3. Transformation: Shifted focus after challenges in the smartphone era to 5G networks, IoT,
and infrastructure solutions.

Current Leadership and Strategy

Leadership: CEO Pekka Lundmark leads with a vision of driving innovation and expanding
into emerging technologies.
- Strategic Goals:
- Strengthen 5G market leadership.
- Optimize portfolios in cloud, enterprise, and IoT sectors.
- Enhance global presence in over 130 countries.

Competitive Landscape
- Competitors: Ericsson, Huawei, and Samsung are key rivals.
- Market Share: Holds a strong position in 5G infrastructure across Europe, North America,
and Asia-Pacific.
- Advantages: Extensive patent portfolio, robust R&D, and expertise in 5G and IoT
technologies.

Future Vision
- Maintain leadership in 5G technology and explore next-gen innovations like 6G and
quantum computing.
- Expand enterprise solutions in IoT and private wireless.
- Commit to sustainability, aligning with global environmental goals.
I@NS (Intrapreneurship @ Nokia Software)
- Launch & Purpose: Established in 2017 to foster innovation within Nokia by empowering
employees to develop and commercialize their ideas.
- Process: Includes ideation, selection by expert panels, incubation, and commercialization.
- Impact: Encourages agile innovation and entrepreneurship, contributing to Nokia’s growth
and industry leadership.

Conclusion
Nokia’s journey reflects a legacy of innovation and leadership. Programs like I@NS
underscore its commitment to staying at the forefront of technological advancements and
fostering a culture of intrapreneurship to maintain competitive advantage.