Modern businesses and technologies have become extremely complex–interacting with them can easily alienate those they are meant to help. People need help making sense of them. Specifically, people need their
interactions with technologies and other complex systems to be simple,
intuitive, and pleasurable.
This requires the systems of business and technology to be flexible, adaptable, approachable, and responsive to the needs of the people who use them. Success depends on it. This means they have to be outward looking instead of inwards looking. They have to fulfill the emotional needs of the people they provide services to.
Here is where “Design Thinking” comes in; thinking of your products and services from a customer’s perspective.
Why “Design Thinking”?
To understand why design thinking might be suited to this task, it is important to make a distinction between “design” and “design-centric culture”.
Usually when one thinks of design what comes to mind is “aesthetic” and “craft”. In short, this thinking stops at technical execution as its highest goal. It prioritizes the designer. Its focus is not on what people want and need.
“Design-centric culture” on the other hand transcends design as a role, imparting a set of principles (that are collectively known as “design thinking”) to all people who help bring ideas to life.
To understand further the idea of design thinking, let’s consider the following:
- Business, creative, social enterprises and systems exist to fulfill a certain human need (i.e. your customer’s need).
- A human need is something people–a client or a community–dearly want.
- Human need gives rise to systems and enterprises whose aim is to fulfill it.
- Successful systems and enterprises understand that fulfilling human need requires that need to be at the center of all activity, and goes beyond making profit.
Design Thinking is a Mindset
Before we delve into the definition of design thinking, these are ten points that we must understand:
- Design thinking is a mindset. And your goal is to develop a design thinking mindset.
- Design thinking is a solution-based approach to solving problems.
- Design thinking is a human-centered creative problem solving mindset, that focuses on providing solutions to human need. Human-centered is the key term. A design thinking mindset sees all problems whether business, social, global, creative, legal, medical etc. as human problems.
- In design thinking, all solutions are designed with human need in mind.
- Designing a solution that fulfills a particular human need requires the problem to be fully understood in scope and scale.
- When a problem is ill-defined we end up having limited knowledge of its scope and scale. As a result we come up with inadequate solutions that only amount to stop-gap measures.
- Design thinking is a hands-on human-centered creative problem solving approach, that requires collaboration between people from across multiple disciplines, each contributing vastly different ideas (and no idea is outrageous) then narrowing down the ideas to possible solutions. In design thinking “going it alone” results in failure.
- Design thinking requires us to question how we have always solved problems and adopt fresh approaches to problem solving. This involves going beyond what is initially apparent and using multiple strategies that have not been considered before to define and redefine the problem. Multiple alternative solutions are considered and simulated before settling on the solution that best meets a particular human need.
- Prototype, prototype, prototype, test it on the real user.
- Design thinking allows room for failure. It recognizes that it’s rare to get things right first time. Companies like Apple leverage failure as learning, viewing it as part of the cost of innovation.
Here are some questions for you to think about:
- What is “human need” and how does that drive everything we do?
- What human need is your business fulfilling?
- Who benefits from problems you are solving?
- What ingrained patterns of thinking define your problem solving approach and how do you recognize and challenge them in order to develop new ways of seeing, understanding and solving problems?
- What human-centered techniques do you utilize in solving the particular human need?
5 Stages of Design Thinking
When a business adopts design thinking it becomes a design-centric organization that fosters a design-centric culture that follows and applies a set of principles collectively.
According to the Hasso-Plattner Institute of Design at Stanford, there are five stages of Design Thinking as shown in the diagram below. It is important to understand that these stages are not linear. And design thinking is not a linear process.
Let’s take a closer look at the five different stages of design thinking.
“Both Tom and David Kelley have stated that Design Thinking begins with empathy. Designers should approach users with the goal of understanding their wants and needs, what might make their life easier and more enjoyable and how technology can be useful for them.” —Wikipedia
This stage focuses on users’ experiences, especially emotional ones. Empathy allows design thinkers to set aside his or her own assumptions about the world in order to gain understanding of users and their needs.
Put together information you have created and gathered during the empathize stage. Analyze observations and synthesize them in order to define the core problem. Come up with a problem statement expressed in terms of human need by making use of emotional language (words that concern desire, aspirations, engagement and experience).
Ideation is the generation of ideas using your understanding of:
- your users and their needs from the empathize stage
- analysis and synthesis of your observations to come up with a human-centered problem statement during define stage
During this stage you think outside the box. No idea is too outrageous. In fact, the solution may came from the most unlikely of ideas. It is important to come up with ideation techniques that will help you generate as many ideas as you possibly can.
The best ideas generated during ideation are turned into something concrete. Here designers create scaled down versions of the product, or features of the product.
“At the core of the implementation process is prototyping: turning ideas into actual products and services that are then tested, iterated, and refined. A prototype helps to gather feedback and improve the idea.” —Wikipedia
Prototypes are not final. They are supposed to be messy. They are not perfect. They are an exploration of an idea.
In short: get out, put the prototype in the users’ hands and get their feedback. What worked? What did not work? What was their emotional response to the prototype? How did they feel? How did they react? Observe their facial expressions? Listen to what they think works. Listen to what they say will make it better. Use the results generated in this phase to redefine one or more problems, to zero in on the problem areas like functional flaws that the users identified, and to gain a deeper understanding of the users. Alter and refine the prototype, rule out problems then go out and test it again.
Design thinking is a non-linear non-sequential process. Each stage can be conducted in any order, parallel or even concurrently with each other.
Design thinking does not settle on the obvious and conventional solutions. They may seem efficient in the short run, but in the long run lead to inflexibility, stagnation and frustration to the user.
In design thinking, how the real users think, feel and behave is the key to finding a human-centered (user-centric) solution.
These include useful resources for yourself, and sources that were consulted during writing of this article.
- WorkflowWhat Are “Design Sprints” and “Design Thinking”?Joel
- Problem SolvingThe Basics of Computational ThinkingFranc Lucas
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