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Customer is KingDesign ThinkingIdeationInnovate

Why I Wrote Design the Future: The First of the Books I’ve Had to Write

by Shrutin ShettyDecember 15, 2025

In 2017, I noticed something troubling. Innovation leaders at some large global organisations were selling 'design thinking-led' services to other companies. They ran workshops. Facilitated sessions. Bagged long-term projects. And charged good money. But when…

Customer is KingDesign ThinkingIdeationInnovate

My Meal-Time Theory: Can Airline Dining Schedules Fight Jet Lag?

by Shrutin ShettyOctober 30, 2025

Random thought (or question) on easing travel fatigue and jet lag: For long, transmeridian flights, what if airlines timed their in-flight meals to match the destination city’s time zone? By serving lunch, snacks, or dinner…

Customer is KingDesign ThinkingHuman BehaviourInnovateProduct

Random musings on Lego Pricing and Positioning

by Shrutin ShettyJuly 15, 2025

I’ve admired Lego since childhood, although I haven’t collected many sets over the years, the most recent being two Technic kits about 7-8 years ago. What holds me back is the plastic. I hope Lego…

Customer is KingDesign ThinkingInnovateRattL-em

Thank Me Later – Link Episodes on OTT Series

by Shrutin ShettyMay 20, 2025

For years, I’ve enjoyed sending free, no-strings-attached ideas to companies in various sectors; a practice I called, "RattL ’em"; and subsequently, "…thank me later." Just a small way of contributing to customer-centric innovation and striving…

Design ThinkingInnovate

Sunlight, Pillars, Tatami Mats and Organic Architecture

by Shrutin ShettyMay 7, 2025May 7, 2025

I have always found the pillar and ceiling design at the Terminal 2 airport in Mumbai (pic) very beautiful. While there are other designs that use sunlight in even better ways, these structures are wow.…

Customer is KingDesign ThinkingInnovateProduct

Layered Power Management

by Shrutin ShettyDecember 17, 2024December 5, 2024

Back in the day when batteries in remote controls ran low, they would be working one moment and not the next, right? Apparently though, based on how different remotes are designed and how power is…

Customer is KingDesign ThinkingHuman BehaviourInnovateWheels

The God of Thoughtful Design

by Shrutin ShettyDecember 6, 2024December 5, 2024

When companies create products, focus often tends to be on maximizing perceived value and profitability (within the respective value category). It’s like they are looking outward, being reactive (to competitors), and playing their part in…

Customer is KingDesign ThinkingIdeationImproveInnovate

The Simple but Brilliantly Designed Bisleri 5L bottle

by Shrutin ShettyDecember 3, 2024November 28, 2024

In our everyday products, there don’t seem to be too many that actually catch your eye for being beautifully and thoughtfully designed. I can hardly think of any. While I am not a fan of…

Customer is KingDesign ThinkingHuman BehaviourImproveInnovate

For a humankind trying to make sh!t happen

by Shrutin ShettyDecember 1, 2024November 27, 2024

As of 2024, it is estimated that some 30–40% of senior citizens globally experience constipation. And while the western commode was developed in the late 16th century, but became widely used only in the 19th…

Design ThinkingHuman BehaviourIdeationImproveInnovate

Inclusive Solutions

by Shrutin ShettyNovember 30, 2024November 27, 2024

In continuation of yesterday’s post (link here), which was about why involving users on either extreme of the bell curve (as opposed to innovating for the bulk majority) facilitates in creation of a more innovative…

Customer is KingDesign ThinkingHuman BehaviourInnovate

Innovative Products or Solutions

by Shrutin ShettyNovember 29, 2024November 27, 2024

When designing products or solutions, some of us have a tendency to gravitate to the Pareto Principle — we try solving for the bulk. For approximately 80% of the majority. And we feel it is…

Customer is KingDesign ThinkingHuman BehaviourInnovate

Prefer a Plain Product or an Ergonomically Designed One?

by Shrutin ShettyNovember 28, 2024November 28, 2024

Which one’s better, a plain product or an ergonomically designed one? I’m not quite sure, but I think it was Kat Holmes, Chief Design Officer at Salesforce, who mentions an interesting counter-intuitiveness to do with…

InnovateProduct

A thoughtfully designed camera!

by Shrutin ShettyNovember 28, 2024November 28, 2024

Came across this recently.

Customer is KingDesign ThinkingIdeationImproveInnovate

Brave Product Designs

by Shrutin ShettyApril 8, 2024April 8, 2024

Present day products, be it cars, or consumer products; they have become extremely safe and similar-looking. Like the past, one can only hope the future too has some brave designs in store. Clip: Tom Fisk

Design ThinkingHuman BehaviourIdeationImproveInnovateProductivity

On Framing Problems

by Shrutin ShettyMarch 30, 2024

As the late American inventor and engineer, Charles Kettering very wisely said, "A problem well-stated is half-solved." The need is to re-frame every problem into a challenge. To get better ideas, to be able to…

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Recent Posts

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