TO DESIGN IS HUMAN
The core of design thinking is to build empathy for people and understand their needs, and then use creative problem solving methods to solve those needs. If what you offer is not desirable for people, there is no point in offering it. But you also need to understand what is possible and feasible from a technology point of view, and that it is viable from a business point of view. Successful innovation happens when these perspectives intersect.
“Processes—the engines of flux—are now more important than products. Our greatest invention in the past 200 years was not a particular gadget or tool but the invention of the scientific process itself…Get the ongoing process right and it will keep generating ongoing benefits. In our new era, processes trump products.”
From ‘The Inevitable’, a book by Kevin Kelly
In the design thinking process we work together with all relevant stakeholders, often including customers and end users, to ideate, prototype and test solutions in an iterative way.
Design thinking is all about learning, and learning fast. The speed of learning is the only competitive advantage today. Let’s quickly walk you through the process.
We begin by identifying and building a good understanding of the prospective users, including their tasks and usage situations. For this we use a combination of relevant techniques, such as interviews and focus groups, field studies, task analysis, and data analysis.
Next we analyze the information we have collected and compile the insights we have gained. To make them applicable in our work to come, the insights must be packaged appropriately, such as by creating personas and user journeys.
We now identify potential for improvement. e attempt to generate as many ideas as possible for the most important needs, problems, and opportunities we previously identified, using techniques such as brainstorming and mind maps.
Next step is to begin conceptualize the selected ideas. For instance, we create prototypes that help us quickly build an understanding of how a solution might work, although we are relatively far from a finished solution.
Last but not least in this iterative process, we want to learn if the concepts we have created will work or not by testing the prototypes on prospective users.
As we repeat the process, the problems we need to solve become clearer and our focus increasingly shifts toward the question of how to solve them.
Design Thinking Is For Everyone
We have worked design thinking in many projects throughout the years, but we have also been driving and involved in initiatives to create a more innovative culture. We truly believe that design thinking is something everyone can learn and should practice. One of the best ways to get introduced to and practice design thinking is to run a 5-Day Design Sprint together.