BBA/B.Com Design Thinking Dec 2024

Description

Design Thinking

December 2024 Examination

 

 

1. Given Brian Niccol’s transition from CEO of Chipotle Mexican Grill to his new role as CEO and Chairman of Starbucks with increased authority, how might he leverage his previous experience to innovate and drive growth at Starbucks? Consider the unique challenges and opportunities in the coffee industry compared to the fast-casual dining sector, and propose a strategic approach Niccol could take to maintain Starbucks’ competitive edge. (10 Marks)

Ans 1.

Introduction

Brian Niccol’s transition from Chipotle to Starbucks marks a pivotal shift that brings unique challenges and opportunities. With his experience transforming Chipotle’s business model and reinforcing brand loyalty, Niccol’s strategic insights are highly relevant for Starbucks, a brand rooted in customer experience and innovation. Unlike Chipotle’s fast-casual dining model, Starbucks operates within the coffee industry, characterized by strong global competition, complex supply chain demands, and evolving consumer preferences. Niccol’s familiarity with leveraging technology, creating a cohesive brand image, and prioritizing customer-centric experiences can

 

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2. NIC, known for its unique flavours made from natural ingredients, is seeking a brand makeover to stay relevant and engage its audience in an increasingly competitive market. Using the Design Thinking framework, how would you approach the challenge of revitalizing the brand? Outline your strategy by addressing the stages of Empathize, Define, Ideate, Prototype, and Test. (10 Marks)

Ans 2.

Introduction

In today’s competitive market, brand identity is vital for consumer loyalty and differentiation. NIC, known for its unique, naturally-flavored ice creams, faces the challenge of staying relevant and engaging amidst evolving consumer expectations and increasing competition. A brand makeover could solidify NIC’s place in the market, attracting new customers while retaining existing ones. Applying the Design Thinking framework provides a structured, human-centered approach to addressing this challenge. Design Thinking’s stages — Empathize, Define, Ideate, Prototype, and Test — enable a deeper understanding of customer needs, clear problem definition, innovative idea generation, and effective brand positioning. By following

 

 

3. Scenario: Redesigning the Recruitment Process of a Multinational Corporation (MNC) A multinational corporation (MNC) has been facing challenges with its recruitment process. The company receives a high volume of applications, leading to long wait times, unclear communication, and frustration  among  candidates.  The HR  department  is  determined  to improve the recruitment experience while ensuring they attract and select the best talent efficiently.

Design Thinking Approach

• Empathize: To understand  the  candidates’  experiences,  a  design  thinking  team conducted interviews, surveys, and analyzed feedback from past applicants. They discovered that candidates felt stressed due to the lack of timely updates, the complexity of the application process, and the impersonal nature of interactions with the company.
• Define: The team  identified  the  key  issues,  such  as  the  need  for  transparent communication, a streamlined application process, and a more personalized candidate experience. They framed the problem as, “How might we redesign the recruitment process to make it more transparent, efficient, and candidate-friendly?”
• Ideate: The team brainstormed potential solutions, including an automated system that provides real-time updates on application status, a simplified application portal, and personalized communication from recruiters at key stages of the process.
• Prototype: A small-scale prototype of the new recruitment portal and communication system was launched for a select number of job openings. The team collected feedback from candidates to refine the process further.
• Test: Based on the feedback, adjustments were made to the recruitment portal and communication strategy. The revised approach led to a significant improvement in candidate satisfaction and a more efficient hiring process.

1. How did the design thinking team ensure they fully understood the candidates’ challenges and concerns during the Empathize stage? (5 Marks)

Ans 3a.

Introduction

In the Empathize stage of the Design Thinking approach, the team aimed to gain an in-depth understanding of candidates’ experiences in the recruitment process. To do this, they conducted comprehensive research to identify pain points and areas for improvement. Recognizing that an effective recruitment experience is key to attracting top talent, the team utilized interviews, surveys, and feedback analysis to capture the candidates’ emotions, frustrations, and

 

1. Explain the role of prototyping in the design thinking process and how it contributed to the successful improvement of the recruitment process? (5 Marks)

Ans 3b.

Introduction

Prototyping is a vital stage in the Design Thinking process, serving as a bridge between ideas and practical solutions. It involves creating a preliminary version of a solution to test its viability and gather feedback. In redesigning the recruitment process, prototyping enabled the team to transform concepts into tangible elements, like a new recruitment portal and communication