Design Thinking what is the meeting point between method and innovation?
Finding solutions to problems is always very complex, especially when many different needs have to be addressed. In the business world, as in real life, problem solving is a tricky area. How to deal with it competently?
In this article, we propose an effective scrum approach: Design Thinking. It will enable you to proceed methodically and creatively to find innovative solutions to complex problems and to quickly release effective solutions tailored to your ideal customer. What are you waiting for? Read on!
What is Design Thinking?
What is meant by the term design thinking?
Design Thinking is a management methodology or design model for creative problem solving. It is a strategic, cognitive and practical process for developing products, services and business models.
Design Thinking provides alternative approaches aimed at innovation and improvement of products, services and the efficiency of internal processes. In this type of model, a special focus is reserved for the Personae, who, with their needs and requirements, are placed at the centre of the entire management process.
Origin
The Design Thinking method finds its inspiration in the way designers and architects work. The latter, in fact, always work without ever losing sight of their target and the feasibility of their work.
In 1969, Nobel Prize winner Herbert Simon outlined one of the first formal models of the Design Thinking process in his text on design methods 'The Sciences of the Artificial'.
The method was further developed and then disseminated in 1991 by Stanford University professor Larry Leifer, Design Thinking Coach David Kelley and computer scientist Terry Winograd.
Since 2007, the Hasso Plattner Institute has promoted the research and implementation of Design Thinking in the School of Design Thinking.
Areas of application
Design Thinking is universally applicable: its approach is flexible, creative and at the same time methodical. This makes Design Thinking an effective solution for a wide variety of problems. In addition, it is applicable to the implementation of both physical and digital products, services and business models.
How to do design thinking?
Herbert Simon 's model had a great influence on the design of the Design Thinking process models used today.
There are many variants of the Design Thinking process. In fact, it can be organised by dividing it into three to five phases. However, all are always based on the same principles defined by Simon in 1969.
What are the phases of design thinking?
Let us look together at the five phases that shape the Design Thinking process.
0. Understand
There is an introductory phase, which is a good stepping stone to an effective Design Thinking model. This is the understanding phase
Understanding is the preliminary phase, which starts the planning process. During this initial moment, the multidisciplinary team engages in autonomous learning of the topic. It must, therefore, research and obtain information from specialists in the field.
The aim is to ensure a thorough knowledge of the topic on which the Design Thinking model is to be developed. This will lay the foundation for the creation of a valid and effective process.
Next, the team must dedicate itself to exploring the ideal target audience. It must, therefore, try to approach the customers identified as ideal by observing them, exploring their inclinations, personality and priorities.
To achieve this, it is useful to establish a conversation with them to understand what they think, feel, ask, do and say. Gaining a deeper understanding of the ideal target audience is crucial for a proper progression of your Design Thinking project, also because it already allows you to identify any problems.
1. Empathise
The first real process phase of the model is that of perception and empathy. In it, team members are transformed into real receptive individuals. This is the moment, in fact, when they take action: in this sense, the team begins to carry out a close investigation of the ideal target.
Now, in fact, the team must devote itself to observing and talking to customers. They must be exposed to the company's design, asked questions and made to participate in the discussion of the cross-cutting points. The understanding and observation phases of Design Thinking enable teams to build a sense of empathy with customers.
Gaining an in-depth understanding of the customer's needs and priorities is crucial. Their individual inclinations and predispositions are also important and to be taken into account in this perspective. It is preferable to lead the customer to formulate and express ways of approaching the problem to be solved and to explain which business solutions might be effective.
2. Define
The second phase of Design Thinking is the direct consequence of the previous steps. What needs to be defined at this point is the point of view, i.e. the perspective from which the model needs to be developed in such a way as to be able to respond effectively to the needs of the identified target. In short, this is the development phase of the concept "How can we...?".
At this point, it is then necessary to concretise the knowledge acquired in the first stages. This means that the target audience must be explicitly defined: who are the people affected by the problems and what are their needs?
For this purpose, it is useful to create the profile of a Persona, i.e. the image of the ideal customer. It will be this Persona that you will have to keep in mind during the next steps.
3. Ideate (find ideas)
Finding ideas is a fundamental part of the Design Thinking process. In fact, the set of information obtained from the previous steps must now be conceptualised. This means that the newly acquired knowledge must be used to formulate ideas.
This is the time to give free rein to creativity and imagination. There are no excesses at this stage: daring is permissible, because even the boldest ideas are welcome and no idea is discarded. In fact, it will be this visionary approach that will eventually allow you to formulate ingenious solutions!
It is advisable, however, to focus on formulating economical, feasible and effective ideas. Solutions that are too complex are not suitable for developing a Design Thinking project.
Once ideas have been found, they need to be collected, discussed and prioritised.
4. Prototype (developing a prototype)
The fourth stage of the model concerns the development of a prototype from the chosen idea.
Prototyping is a relatively short part of the planning process. A prototype can be a drawing, a demo or a cardboard box. It is developed with the aim of translating the team's theoretical intentions into reality very quickly.
During the prototyping phase, it is important to keep the following principles in mind:
- Feasibility: a prototype must be actually realisable;
- Speed: as little time and effort as possible must be invested in its development;
- Simplicity: a prototype must be a basic, accessible and immediate version.
The purpose of the prototype is to give the user the opportunity to try out your idea and allow them to provide feedback on it.
5. Testing
The last step in the process is for the team to set up a test system. There are several ways to access customer feedback. The most immediate of these is the use of a questionnaire to be answered by at least five different users. Regardless of the chosen mode, it is important that users can provide feedback.
Feedback, through the testing system, in fact ensures that the final product is functional for your customers. The information obtained allows you to identify what works and what doesn't in your prototype. That is why this iterative moment allows you to make changes to the prototype and develop it in a way that is consistent with the feedback received.
With this in mind, you must also be able to accept the possible failure of a prototype!
Regardless of how successful the prototype is at testing, it is still a positive sign that customers ask questions and actively engage in providing feedback. This not only shows their degree of interest, but can give you the opportunity to accumulate further important information about your ideal target group.
The testing process must be repeated in iterative cycles until the prototype generates positive feedback from a sufficiently large number of users.
If the prototype is successful, the solution can be implemented. For product development, it makes sense to use the Scrum method and work in design sprints.
Design Thinking: a model for creating innovation
Design Thinking is not just a method, but a mindset. It provides a framework for finding concrete solutions to problems, always putting the user at the centre. At the same time, Design Thinking gives room for inventiveness, as it requires a creative approach.
Central to creating a good Design Thinking solution is understanding the real problem in all its facets, constantly questioning the solutions found to deal with it and never losing sight of the user and their needs as the ultimate goal of the whole process. In the process, you must also be able to discard irrelevant ideas and be willing to start from scratch.
Are you ready to make Design Thinking part of your daily work routine? If it is already part of your business concept, do not hesitate to share your experiences with us in the comments!
Article translated from Italian