 Welcome to module 3 of our course Understanding Incubation and Entrepreneurship where we are going to learn innovation, team building and problem statement. Today's lecture will have 3 sessions. The first session is on methodology of innovation. The second session is on team building and the third session will discuss defining the problem statement. In the first session on methodology for innovation, I am going to take you through the live case studies from the Chenoy Innovation Studio at IDC School of Design IIT Bombay. Through these live case studies, I am going to take you through the 7 concerns of innovation as well as the collaborative model of innovation which is extremely critical for any new startup or entrepreneurship. The innovation methodology helps us come up with solutions which can delight a large number of users and get potential customers. Hence this is extremely critical for our businesses and startups. The lecture also showcases how the innovation process requires empathy, meticulous effort, constant interaction with users and effective collaboration. For today's lecture, let us discuss the startup story of Netflix. Netflix is the world's largest subscription-based video service provider and it couldn't reach there very easily. The whole story started when Reed Hastings, the founder of Netflix, had rented an Apollo 13 cassette and forgot to return it. The video library charged a heavy fine of around $40 and that left him embarrassed. While he was working out in a gym, he realized that the payment model of the gym was very fair when compared to cassette rentals. This one idea of subscription triggered Netflix. At that time in 1977, DVDs were just coming in and that was an added advantage to Netflix and it started sending DVDs by mail and by 1999 they introduced a monthly subscription model. It was a big hit because customers could borrow a number of DVDs and become free from the hazards of due dates and shipping charges and late fees. Within 10 years by 2007, Netflix introduced the subscription-based online video streaming and there was no looking back after that. They started working on it immediately and put in the best engineers. In fact, Netflix is known for getting the best manpower in their teams. Netflix became very popular and they got huge subscriptions thanks to excellent internet speeds and technology. We can see how the ecosystem around you and the environment around you can also push you to innovation and excellent business prospects. What is interesting is Netflix kept on innovating. They ventured into the film industry, they created films and serials and on top of it unlike the TV industry, the customer had the choice to watch all the episodes of the show at one go. The founders of Netflix were known for their software proficiency and they built in artificial intelligence and algorithms to suggest what the customers would like to view and this actually made it a very popular feature. Let me now take you to my lecture of session one which is methodology for innovation. If innovation has to be implemented or you need to take it forward, you either need to go to industry which is already established so they can take your innovation forward which is one example I show you of my virtual pump design and of course the best option of course is doing a startup. When you do a startup it is not the same user you are considering when you are designing a product. That was the biggest, biggest learning for me with those two weeks of classes with my colleagues in IIT Hyderabad. So before I start my innovation by design, let me talk about that one paradigm shift which we designers have to understand when we look at enterprises and when we look at innovation very closely because design innovation are not the same right, they are very different. So what is the difference between design innovation, how do each of them address each other is the biggest challenge and that is the reason for my logo innovation by design where design addresses innovation and the innovation process is designed. So and then of course now the management schools have taken up the design thinking process which is the management process for managing innovation and all of us are so well with it and then we keep saying that we are the experts of design thinking. You know in a number of times we ask this question but of course that is the best part of design which design thinking or design approach is you know can be applied in all contexts and all situations. You know there was this famous American designer Raymond Louis who started the first trains who made the first copy machine who made the first washing machine he was looking up Raymond Louis. He would actually use design to even solve personal problems and societal problems and also people who are not able to judge together for marriages. So design can really you know do all that and all that is happening because you are very perseverant because you ask the right questions because you are ready to listen and these are valuable traits students when your colleagues and my colleagues in MIT and the faculty keep on sending you outside survey Karo Pucho that is the way we start you know learning what all is happening. So in fact I am very very lucky that I did mechanical engineering so when I do mechanical engineering and become a designer I am a different animal when I do sciences and become a designer I am a different designer and that brings into a very very important aspect of collaboration and design and all that I have told you in my online lectures and we will of course you know like you know read this at some of it you know why we go ahead and my grounding of course in you know I did Delhi after my Larson Tuber stint was again very very fabulous I realized how research and technology could address design in a very big way and how we need again very collaboratively with our professors over there. So I became a specialist in collaborative design because I saw that without collaboration innovation cannot go forward. So my you know my area of specialization is collaboration and that too in the new product areas new product design we call the new product and within the new product in research is very narrow the concept generation remember the idea generation what we do I am quickly quickly a sketch and of course now you can see that my elite experience counted heavily when I did my IIT Delhi stint and in the IIT Delhi I had to study again which was fabulous I was studying with my management colleagues there management school part time study that really helped me and then for example in my PhD and then moved to IID CID Bombay as a professor where you know we started you know multiple programs and of course now I had the design innovation center at IID Bombay or you know we try to learn still we try to learn and this never ending story okay so now today I'm going to take you through my seven concerns and these seven concerns from the backbone of the innovation process and I'm going to show you these small small you know videos of these concerns so from the you know first concern which is the cost you know in design and innovation in both the cases we are very very focused on you know the type of commitment we have to solve the problem right in fact that you know the concern to solve a problem you know is extremely extremely critical even for the innovation journey and we call it the cost and that and that one sentence we write for the cost has to be one sentence the students a lot of my students would write a huge of course objective or cost if I'm designing a letter box when your post my only cause was to design a maintenance pre-letter box and all other things will come in automatically right so the cost becomes very important and of course here look at this wonderful project we had where we designed a wean tracer I'm very proud to say that this wean tracer has reached the president's you know hospital in Rashtrapati Bhavan because this got the you know award during the you know like festival of innovation conducted by Prasani Gupta via Memdabad and the Rashtrapati ji liked it so much that you know he asked us to supply one pilot production to him so it's a very simple device where you could see the you know wean and this whole thing started from that first lesson on design thinking which is empathy which is by visiting the location so what we did in one course we said we'll just go and visit blood banks we didn't we didn't plan what product we want when we visited bed blanks and the students kept on you know like talking to doctors talking to people who came to give blood and each student took one problem from the blood bank to have a lasting credit of Trivikram who took this project he said sir it's so painful that they have to break two three times why can't we have a simple device and of course that is the way these devices come up see I told you about technology transfer now this is not a technology transfer to a company which is now going to manufacture this product and you know put in the market so there the resolve to solve the problem is the key we designed and developed a vein detector using NIR spectroscopy which highlights oxygenated veins this is especially useful for small children obese patients as well as dark skinned people we designed a lightweight portable and a compact unit which is also affordable and easy to use this is especially needed as there is wide application in all medical services ranging from anesthesia units blood banks and a pediatric wards the design process was evolutionary in nature we tried out different configurations for our infrared light source so that we could get the most optimum results we also checked up various forms by doing 3d printed models so that the caregiver can have very good grip on the product for single use operations our initial trials have resulted in very positive feedback from our anesthesia doctors as well as pediatric wards our aim at the Chennai Innovation Studio IIT Bombay is to humanize technology through this product we want to reach every hospital possible across India and the world the context understanding the problem space and the environment very very critical students in fact we may do a number of lectures on the context but then when we finally go to the context we are making it very very wide we don't understand the problem space much for example yesterday one of my student Annagar Paula she said sir I'm stuck I'm working on this you know device to help dementia elders you know with with some device and she started making app I said did you check up the context who are these elderly people what's the age group if it is the age group from 70 to 80 I know they're not comfortable with android phones so what are you making then the new you know aid for you know remembering whether to take whether you're taking medicine or not is a small you know shaft with some rotating wheels so you rotate the wheel I've seen you take a tablet and you remember though I've taken the tablet so that is the core of our understanding where we need to narrow down the problem narrow down the context and the context is that if the elderly is in that age group are they living in the cities and they don't have you know and of course if they have you know they live together or they're living in an old age home all those factors will be very valuable in your understanding of the context so here for example this is eye-opener for me students when when we invited the CRP of Javans eight of them came to my lab and we were designing these bottles and I must tell you I must confess that I am a student Devanshi who was an ID you know graduate came to MDS with us you know people we were in the project and in fact I myself you know didn't push her enough to go and meet the Javans for whom we were designing the bottle and then there was this jury we have pre-juries and multiple presentations four presentations for every project and to the everlasting credit of my colleagues you know like in the department they said nothing to it if you're not smoking to the user we're not buying anything from you we're not none of your presentation is valid see a senior professor guiding a student and not insisting on meeting the user just because so those are the important things you know which which are which are very very critical for our direction so the Javans came and and students I must tell you what we thought our concept would be and what the final product was it's all credit to those users right so a lot of my colleagues are working on participatory design where users become part of their design process but of course we all know that's a very very important journey right so here we have you know how they you know take what let me quickly show you this one video the type of insights we gain from a user study becomes the becomes the core for our sort of comprehension which is which is drawing insights in number of times we do user study we understand the context but we never take insights we never take back these insights as very important cues for our design process so here we're talking about the cues for the design process and here we have this very interesting case study of our window mounted solar oven it was very simple students but this this window mounted solar oven for example uses collaborative design again from three different sort of disciplines we have professors from energy science who tell us the thermal aspects of the product we have professors from material science who help us with the coatings and of course we have the professors from polymer who help us with the with the polymers and the plastics for it to really work as a greenhouse effect so here for example this oven just has a double wall polycarbonate shell very simple and has coated aluminum plates inside which collect all the remember our cars get very warm collects all the heat from the sun and doesn't let any of the heat escape and then cooks your rice you know within within one and a half hours two hours if the temperature outside is 40 degrees the design innovation center at IIT Bombay supports the best design minds in the country to conceptualize prototype test and ultimately produce innovative products which will enrich our lives our student Avinash found out that their conventional box type solar cooker is very inconvenient to use he came up with this new design of window mounted oven where one can operate the oven from indoors we receive ample sunlight in our country and the solar oven takes us a step closer towards a sustainable lifestyle this versatile solar cooker with zero maintenance can easily recover its cost in a span of three to four years the multiple advantages of our solar oven are that it cooks for free it cooks nutritious food and the food is tastier as an athlete I always have to perform at my peak the key is to be dedicated to the idea of fitness that also means I need to watch what I feed my body the solar cooker uses renewable energy of the sun and therefore conserves fossil fuels we have cooked rice we have cooked millets various kinds of curries vegetables quichadi and things like that because of lower temperature the nutrients in a food are most stable compared to other methods of cooking the cooking is done in the juices of the food itself and all this contributes to better retention of fragrance and a tastier product at the end samples the solar oven has gone through many stages of evolution from a design idea to pilot production we did multiple tests to improve the efficiency of the solar oven thanks to the collaborative efforts of our design innovation center team and the professors at IIT Bombay we are at the verge of delivering this amazing product from our drawing boards to your homes so students here it is the insight which the student got when he went to homes was that people want the convenience of cooking from indoors so that insight brought us to the product see so that comprehension becomes very important one insight which is very critical and now when I went to business guys in sura they said sir okay but don't tell him to cook rice I can sell 1000 in one go in sura itself and put them all on the windows look at the business equipment coming in there of narrowing down this further product because you have to focus on the sale and again to the everlasting credit of Avinaj our student Avinaj has now joined back with us so this product we have already state taken it up as a startup and we are on the pre incubator you know at IIT Bombay called the ideas program and hopefully you know you will see these products you know out there you know in the homes of people so so from there for example we need to go to our fourth see the check of course creating the key checks you know without a check we can never go forward I've seen a number of times you know most of you are including me we do a good survey we get insides or we don't do our checklist and our product one more thing happens because we so we design was right we're passionate about things some good idea got stuck that idea was good and we got the product in the market so the idea is going to be good again the idea should work for the inside idea should be with your check can you believe the India post official told me no no sir our cause the book here a maintenance we ban on your post box who could plastic cup or the interesting you know shape made in a occur I mean I mean first purpose is maintenance free I mean box I say ban any Joe Rusk no more and you know that's again a big story I'll show you one after the other so of course creating the checklist is very very important and students I must tell you this is my most toughest and most favorite project which is the bulky for me I used to think that for them some voters they don't have a government to make anything but the limit is that you take 1000 or 500 or 200 but then I said if they are putting rules they should also provide the tools right they should also provide the tools so we made this product very tough journey 3-4 years so that is the beauty about you know about the this product that this came out of again collaborative effort let me quickly run the video for you over here students they look at the way I say but I'm trying to make it good job I'm already going to be going to be going to be going to be going to be going to be going This is about the deep concern of Dr. Chidambaram, who is the principal scientific advisor to Government of India in reducing the drudgery of the porters carrying pilgrims to the Katrashrine and that's how the redesigning of the Palki project initiated. This very good project was taken up as an integrative effort by IIT Mumbai's IDC division and also NIT for ergonomic studies and beautifully these people worked for that. Our role in this project was to do a very good user study, understand the needs of the porters very very closely and come up with designs which will help them to reduce the drudgery. So NIT is one place where we have a centre of excellence in ergonomics and human factor engineering. While IDC put up a design, we came up with ergonomic studies, their biomechanics system where the load is coming. We found the shoulder and back were two areas where the lower back was two areas where load was very heavy and we looked at how we can reduce that load by doing proper design. I think some of the experts also said that so many minute details we as a team has looked at and tried to find a solution which is good for the design. When we made our first prototype we had missed out a lot of important issues then we had to go with a second prototype and some more new issues started cropping up and finally when we actually made our seventh prototype the porters finally said wow this is this is done and now the palki is very good. The final design was lightweight and robust we could reduce the weight to 34 kilos from around 50 to 54 kilos and this made a large impact on the comfort of the porters. At the same time we were very focused on the structural analysis of the palki and we conducted the analysis that we managed to maintain very good structural stability and structural integrity in the design so that the palki can last long and it can be very safe. Today I am very happy as this integrative efforts are being concluded and final solution is emerged is lightweight, ergonomically designed, safety aspects are there they are all the designs are structurally validated also and it is also catering to the large age groups of the pilgrims which are actually will be benefited and along with the porters health and also I am extremely happy these are all integrative efforts and the guidance from PRMC members and the experts we have got. And this product was the most difficult because the porters used this product for at least 30 years. I will change anything, there was a risk of falling, there was a risk of breaking, there was a risk of being loaded. So there are multiple, multiple risks and they would not let me move you will see we worked on you know but of course in design students you all know we have to go out of the box first right. First we made a lot of clever ideas, helicopter ideas, then you know open ideas and multiple things. We failed miserably with all these new designs, we made prototypes of this took them to the field tried them out because I didn't want the porters to get locked inside right. They were used to it then we made options with plastic chairs, plastic chairs would come out within within six months so we had to become very then we made prototypes of all the CAD models we tried all these fail miserably and finally the eighth prototype you know is what you know finally worked and that is the whole challenge in this journey. Every project see the collaborative nature is becoming very very big here students. So if we need to collaborate with multiple things look at the number of people in this room all of them are there are three professors from ET, there are three two professors from IIT Bombay professor Desai was a structural export and there were four exports from the principal scientific advisor to the prime minister's office and you know and the porters are sitting in the back you know all the four porters. So when the exports come you know we may we may have our own perceptions we may also go wrong right whenever we do a project we may be a professor or whoever there's a review committee which gives valuable advice. So this review committee we call it the program review and monitoring committee it's a collaborative committee which means every one month and gives you feedback which is so valuable to take your project forward. So that's a very important part in our journey and of course they all tried the pull key out there so there we go and then we are very happy now to mention that you know finally Jindal sponsored 100 palkis you know Jindal is as you know one of the largest you know companies which manufactures stainless steel or Jindal architecture which has all this pipe bending and all so we you know now 100 palkis are applying in Vaishnadevi for the last two years we're very very happy we're coming over the book we'll share the book also with you on the palki design here for example the check was very important it was supposed to be a lightweight palki and we made a concentration that the weight should be reduced by 30 to 40 you know percent. So that is the whole you know importance of a check you need to mention the weight. I mean lightweight means nothing. My students or maybe both of them make mistakes that it's easy to use lightweight. There's no need to study the whole thing. A brief a product brief or a check should have a value. So if I said that palki is 34 kilos should be 22 kilos and I failed and I turned 24. No problem. I tried to do 22 for example. So that value proposition is very very important for us to you know to match. Lightweight. The weight should be less than 20 grams if it's in the hand or the weight should if it's a it's a wearable if it's a wearable mobile or a wearable thing you're making for somebody the weight should not be more than 40 grams whatever exact weight or what do you have to do to do that. Insight user study. If it's a wearable product for example. So these are very very small you know very important you know like learnings for all of us that I'll share you know with you. So of course my next project is my very favorite project called the helmet design and students after they think I'm like you know in our country what type of options we have and what about to learn use we have in the country. You know this is done by my very favorite student called Chari. He's currently working in fun school in Goa. He's the head of design there and he made this wonderful sketch for me. He spent nearly a week to make this sketch but it's fabulous to you know make us understand. The focus of our user is a lot wider. There's an office going person. There's a delivery person. There's a mom who is dropping the children to school and there's also you know like boys who are on the vehicle for fun. And of course their girls who want to cover their face because of the pollution and you have to Sardarji with the buggy. This is our AQ project. If we have 30 media students here, we'll pick up 30 media students. Just like I want to make a helmet for milkman. You'll have to come in the basket. How will the basket be used. So this is a very good helmet. So all the kids had to make a helmet. Of course in thermocol. You have to wear it. And of course, it was also, you know, you would also look at the safety and everything, so those are the interesting things so we can really make one helmet for each, you know, each application. And of course, then, you know, this is my again favorite topic. Mandar Kalekar Kamare student and Joe Abhi, I think he's a teacher, he was in Pune, now he's a professor in Bangalore, teaching design. He worked on these wonderful ideas. Ideas are so important to make a product. But then you have to cluster the ideas as part of what I showed you and then mock up models and prototypes. And of course, now this is under tooling so that we can make the first pilot production and take it to the market. It should be collapsing, but it should not look broken. So that's a big thing. Learning we got from our user study. So that is the helmet design. And of course, the crafting. All of us have to have fabulous lab students without crafting. In fact, to the everlasting credit, there is Gayatri Meena, who's my PhD student. I was a professor at NID. She had a student. I forget her name. She made a motorized wheelchair last year, students. So impressive. This motorized wheelchair, she collaborated with the company. It was a startup. She made it with them. She made the entire setup in the balcony of the house. Carpentry, plastic, acrylic, and working rig. For the motorized wheelchair for elderly, which will stand up. You can take your stuff up, you can put a bolt on it, you can take it out. So recently, I had a student. He made a whole solar cooker at home. And it wasn't in IIT, Bombay. It was there. So he went to the vendors, got it done, laser cut, the entire solar cooker, or dish tech solar cooker he made in his internship probably in the first year. So it's just in our minds. And designers, if they don't make mock-up, they don't make mock-up. And designers, if they don't make mock-ups, if they don't do crafting, their creativity becomes one-tenth. Remember that. It's very important. Ideas, of course, are very good creative. But after creativity, when you don't do crafting, where you make mock-up models, where you make a working prototype, where you make working rigs, all those are very, very valuable for our things. So again, a very, very favorite project of mine, when you said crafting, I remember as students, this product was crafted by all our vendors who are everywhere in the country, who do sheet metal fabrication. Many of them go to their countries, they are there. They made our first prototype. And of course, after that, we took it again as an innovation project. And then, like, this is a very good story. The stainless steel box we made 200, and it fell on my face. And the secretary scolded me so much, students, that your faculty scolded you so much, and they won't scold you. Everyone scolds you, right? We also make mistakes. Because we are big professors, but we can make a mistake. So I asked myself, how did you make such a stainless steel box? Everyone thinks it as a dustbin. We even did that survey. Everyone liked it in the city. But when it went to the rural areas, where the post box is used the most, people there thought it as a dustbin. And I have been studying form for 20-25 years. I have been studying form for 20-25 years. Perception and form. I have two pages of students. Suspita Sharma and Wobnaan Perception and Form. And look at the mistake. Why is this a mistake? Because we don't understand user domain. This product is for my country. It's not just for the city. So when I had to survey it, I had to do it in the whole city. And when the papers wrote very well, we got more ego. I thought it was good. No. Take feedback from the user. Take feedback from the large sector of users if it's a public domain product. Public domain is not this. My father didn't call me. He didn't think it was a post box. He didn't listen to me. He told me that my animation is wrong. My animation professor, Professor Shilpa Ranaresh, is the head of animation. He is also good. He said that something is wrong. Something is wrong. They are all new. That is not a post box. But we had a lot of experience. Make new products. Make the product look new. So that people will recognize it as a new product. There is a new era. There is a new product. That is also important. So we finally designed this new box with all the same values. But with the round top, with the red color, it's a stainless steel. But it's a low-nequal stainless steel. It's a cheaper product. We put powder coating on it. And of course, the Prime Minister also came to see it during our convocation. And he had some very interesting questions to ask. Who uses letters these days? Many people use them. We get millions of letters in their posts. So that is a big learning for our students. You have to know that there are people who use letters. Because you are using a mobile phone. You think nobody is using it. It doesn't work like that. So we need to know. Now, every year it is dwindling, of course. The personal letters are dwindling. The business post is increasing. There is another story. And of course, you also have very good insights. You make it more modern. You enable IOT. So the letter is written. The letter is written. And of course, there are multiple functions of this letter box. So this is the totem pole of our Indian post. This is the symbol of the Indian post. So that's a very, very important lesson for us. And of course, this was the interesting thing. And of course, the last one, students, is the connection. We say in innovation, you need to connect back with the user. Yes, I connected there and I failed. And I'm trying to connect back. So similarly in the letter box. But in this, I was very lucky when I joined last year to do after my MDS at IIT Bombay, where we created the Vitropumps, which became, maybe you were too young when this came up. And this was launched in, of course, 1990. And then became a runaway success. It was supporting all over the country. And then of course, I went down to work on secret innovation. Every 10 years, we designed a new product and that is coming up in your journey. So quickly browse through the pitfalls of the innovation process. It was very, very valuable. I think I discussed this with you. Now when research is done, it is covered. When research comes into design, that is the first pitfall. If you cross it, you make your design a mock-up. When you do another design mock-up, the product is gone. Thousands of mock-ups are available all over the country in all the design schools. Make a small model or make a sketch and leave it. When you cross from there, which is a second pitfall, you see that it is jumping here. You need a lot of skill to jump from here. You need a lot of practice. So the most difficult thing is to bring it to design with research. So that's a skill, which is more important. After that, you have your pole vault, second pitfall. So from a mock-up, take it to a prototype. So that's a pole vault, right? In pole vault, you're using tools, but you're practicing and you're taking forward. And of course, then you make a working prototype, test with users, or you have a prototype. Most of the startups fail over here. When you make a prototype, they say, something has happened. So then you need to make a prototype. And from here, for example, the bug gets, you need a hot air balloon to cross this next pitfall of pilot production, where you let a box here do so, where it's a pilot production. And of course, when you make the pilot production, you of course use a lot of manufacturing technologies and things like that. And then of course, the final one is an aeroplane, which is much more difficult, where you need much more resources, much more money, much more collaboration to take the product from pilot production to innovation, where your whole journey is complete. So this is the whole story of students. Thank you so much for your time.