Design Thinking what is the meeting point of 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 client. What are you waiting for? Continue reading!
What is Design Thinking?
What is meant by the term design thinking?
Design Think ing 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 internal process efficiency. In this type of model a special focus is reserved for the Personae, who, with their needs and requirements, are placed at the center of the entire management process.
Origin
The Design Thinking method finds its inspiration in the way designers and architects work. Indeed, the latter always operate without ever losing sight of their target audience and the feasibility of their work.
In 1969, Nobel laureate Herbert Simon outlined one of the first formal models of the Design Thinking process in his design methods text "The Sciences of the Artificial."
The method was further developed and, then, popularized 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. All this makes Design Thinking an effective solution for a wide variety of problems. In addition, it is applicable for implementing both physical and digital products, services and business models.
How to do design thinking?
Herbert Simon 's model has had a great influence on the design of the Design Thinking process models used today.
There are many variations of the Design Thinking process. In fact, it can be organized by dividing it into three to five stages. However, all are always based on the same principles defined by Simon in 1969.
What are the stages of design thinking?
Let us look together at the five stages that shape the Design Thinking process.
0. Understand
There is an introductory phase, which is a proper stepping stone to implementing an effective Design Thinking model. This is the understanding phase
Understanding is the preliminary phase, which kicks off the planning process. During this initial moment, the multidisciplinary team engages in autonomous learning about the topic. It must, therefore, conduct research and inquire from specialists on the subject.
The goal is to secure a thorough knowledge of the topic on which the Design Thinking model will need to be developed. Indeed, this will lay the foundation for the creation of a valid and effective process.
Next, the team must devote 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 goal, 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 critical to the proper progression of your Design Thinking project, not least because it already allows you to identify any problems.
1. Empathize
The first real process phase of the model is that of perception and empathy. In it, team members are transformed into true receptive individuals. This is the moment, in fact, when they take action: in this sense, the team begins to operate a close survey of the ideal target.
Now, in fact, the team must devote itself to observing and talking with customers. They must be exposed to the company's design, asked questions, and made to participate in the discussion of cross-cutting points. The understanding and observation phases of Design Thinking enable teams to build a sense of empathy with customers.
Gaining a thorough understanding of the customer's needs and priorities is critical. Also important and to be taken into account in this perspective are the customer's individual inclinations and predispositions. It is preferable to bring the customer to formulate and express ways of approaching the problem to be solved and explain what business solutions might be effective.
2. Define (define)
The second stage of Design Thinking is a direct consequence of the previous steps. What must be defined at this point, in fact, is the point of view, that is, the perspective from which one must take develop the model in such a way that it can effectively address the needs of the identified target audience. In short, this is the concept development phase of "How can we...?"
At this point it is, then, necessary to concretize the knowledge gained 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, that is, the image of the ideal customer. It will be this Persona that you must keep in mind at all times during the next steps.
3. Ideate (find ideas)
Finding ideas is a fundamental part of the Design Thinking process. In fact, the body of information obtained from the previous stages must now be conceptualized. This means that the newly acquired knowledge must be used to formulate ideas.
This is the time for unleashing creativity and imagination. At this stage there are no excesses: 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 you have found ideas, you need to collect them, discuss them, and sort them by degrees of priority.
4. Prototype (develop 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 working 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 feasible;
- 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 an opportunity to experiment with your idea and allow him or her to provide feedback on it.
5. Testing (testing)
The last step in the process involves the development of a testing system by the team. There are several ways to access customer feedback. The most immediate among these is the use of a questionnaire to be answered by at least five different users. Regardless of the mode chosen, 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, in fact, 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 consonant with the feedback you receive.
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 should still be seen as a positive sign that customers ask questions and actively engage in providing you with feedback. This not only demonstrates their degree of interest, but can give you the opportunity to accumulate additional important information about your ideal target audience.
The testing process should 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; it is a mindset. It provides, in fact, a framework for finding concrete solutions to problems, always putting the user at the center. 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 address it, and never losing sight of the user and his or her needs as the ultimate ends 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, please feel free to share your experiences with us in the comments!
Article translated from Italian