Description

Design Thinking

December 2025 Examination

 

 

Q1. Framing problems correctly    (10 Marks)

Try and recollect a practical problem that you have encountered in your life, in relation to the

Travel & Tourism Industry.

1. a) By using  the  two  stages  in  the  Design  Thinking  process,  ,  EMPATHIZE  and DEFINE, please frame a Problem Statement for the identified problem.
2. b) Identify the user persona associated with the problem and elaborate on the pain points that they would face.

Ans 1.

Introduction

The travel and tourism industry is one of the most dynamic sectors, but it also comes with several challenges for travelers, service providers, and regulators. In my personal experience, a recurring problem I encountered was the lack of real-time and reliable transport information while traveling to a hill station during peak tourist season. Despite booking tickets in advance, sudden route changes and delays left me stranded without proper updates, creating stress and additional costs. This situation highlights how the customer experience can suffer when proper systems of empathy and problem framing are not applied. By using the Design Thinking stages of Empathize and Define, the problem can be better understood from the

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Q2. Design Research Framework    (10 Marks)

Define and elaborate the Design Research Framework for a project in the Travel & Tourism Industry, focusing on Customer Satisfaction in the Food & Beverage domain. The framework should include the elements mentioned below.

1. User research – Which amongst the following will you choose and why? (Choose up to any two in order of preference)
2. User Interviews
3. Photo & Video Documentation
4. Group Discussion
5. Data collection methods – Which amongst the following will you choose and why? (Choose up to any two in order of importance)
6. Industry Reports
7. Online Surveys
8. Online Feedback
9. Design Research Framework – Elaborate on the DRF using appropriate methods. You could use flowcharts, diagrams or tables.

Ans 2.

Introduction

Customer satisfaction in the food and beverage (F&B) sector is a decisive factor in shaping the overall travel and tourism experience. Travelers often form long-lasting impressions about a destination not only through sightseeing but also through the quality, availability, and cultural authenticity of food. In many cases, dissatisfaction with food options—whether related to hygiene, taste, price, or service—negatively impacts the entire journey. To address such challenges, applying a Design Research Framework (DRF) helps in systematically understanding traveler needs, gathering insights, and framing opportunities for improvement. By choosing appropriate user research and data collection methods, the DRF can guide stakeholders in designing solutions that enhance satisfaction, create loyalty, and strengthen

 

 

Q3. Ideation and Prototyping

Ideate on potential ways to improve service delivery in the Food & Beverage domain, with a focus on stand-alone cafes / restaurants. You are requested to ideate and prototype the solution in two stages mentioned below.

1. Idea Visualization (5 Marks)

What would your primary method be for visualizing your ideas? Choose any ONE from the following and elaborate the reason for the same:

1. Mindmapping
2. Brainstorming
3. Storyboarding
4. SCAMPER

Ans 3a.

Introduction

In the Food & Beverage domain, particularly for stand-alone cafes and restaurants, improving service delivery requires generating creative ideas and organizing them clearly. Idea visualization helps capture diverse thoughts, arrange them meaningfully, and identify connections. Among the given options, the method of mindmapping proves to be the most effective tool. It allows multiple service elements like menu design, customer interaction, and ambience to be mapped together, creating a holistic view. This ensures no aspect of the

 

1. Role of Prototyping in Innovation (5 Marks)

For delivering exceptional service in the Food & Beverage domain in a café / restaurant, choose one from the options given below and elaborate on the reason for choosing the same.

1. Product
2. Service
3. System

Ans 3b.

Introduction

Prototyping is an important stage in design thinking because it brings abstract ideas into tangible or testable formats. In the Food & Beverage domain, service delivery is central to customer satisfaction. For stand-alone cafes or restaurants, choosing service prototyping is most suitable because it focuses on testing and refining how customers interact with staff, technology, and the overall dining process. Since the quality of food alone cannot guarantee satisfaction, service prototyping allows innovation in the way experiences are delivered and