11. Design thinking

Question 1

Whilst often overlooked by more conventional problem-solving methods design thinking

Answer 1

excels in addressing the needs of people who will consume a product or service and the infrastructure that enables it.

Question 2

Design thinking relies on the

Answer 2

ability be intuitive, recognise patterns, construct ideas that have emotional meaning as well as being functional, and express ourselves other than in words or symbols

Question 3

Fear of failure and risk is a big impediment

Answer 3

to adoption of design thinking.

Question 4

Design thinking commences with empathy to develop

Answer 4

understanding of rational needs and wants

Question 5

Design thinking occurs at intersection of

Answer 5

constraint, contingency and possibility

Question 6

Design thinking for LAN can be said to have occurred when

Answer 6

they were aware of their assets, realised the shift towards low cost models and rising demand for air travel and the possibility to acquire other airlines to overcome difficulties of bilateral agreements in SA.

Question 7

Double diamond phases

Answer 7

1. Discover (Discover
   (insight into the problem)
   What actions need to be taken and what research and data needs to be collected?
2. Define (Which problems have the biggest impact and are most readily addressable using company action?)
3. Develop (What actions need to be taken during the develop stage? All the possible solutions)
4. Deliver (how can solution be delivered)

Question 8

Criticisms of Double diamond

Answer 8

1. linear and does not have a chronological element embedded in it (hard to know when to take each step)
2. Ideas only really evaluated against the brief and the need (there can always be unanticipated elements.)
   In reality, the process isn’t the meritocracy that we are seeing portrayed here:
   –> Social desirability
   –> Face management
   –> Experts such as –> ‘Gurus’, ‘Heroes’, –> ‘Designers’
   + Power of mistakes and luck

Question 9

double diamond be implemented for Lan?

Discover

Answer 9

Personal security

1. Natural environment
2. Fuel efficiency and fuel price fluctuations
3. Competition by other non-airline transportation companies (ie buses, train systems etc) and by other airlines
4. Limitations imposed by the bilateral agreements means Lan cannot keep pace with market developments and prevents the consolidation needed to build strong global competitors (p. 3)
5. Possible push by staff for increased salaries in accordance with the US as Latin American countries continue to develop.

Question 10

Double diamond starts with

Answer 10

problem which you gain insight into, then define area to focus on, then develop solutions and finally deliver resulting project

Question 11

How could Lan discover more about its problems?

Answer 11

research and data, surveys, research major costs of labor, fuel and planes
Assess staff satisfaction,

Question 12

double diamond be implemented for Lan?

Define

Answer 12

problem with biggest impact most likely fuel efficiency and fluctuation and competition from other airlines

Question 13

double diamond be implemented for Lan?

Develop

Answer 13

brainstorm all ideas, ie acquisition of smaller airline

Question 14

double diamond be implemented for Lan?

Deliver

Answer 14

Sustainable packaging
Investing in sustainable fuels
Locally sourced foods
Zero waste / recycling
More sustainable airplane models (fuel-efficient)
modernise service provided to passengers, and continuously meeting customer demands through improving in-flight systems and pre and post flight booking experiences according to feedback