Design Thinking, Doing & Being.
Design thinking is an iterative methodology which focuses on empathy to understand users, challenge assumptions, redefine problems and create innovative solutions to prototype and test. The method consists of 5 phases and is used to solve complex problems. Design Thinking is currently taught at top schools to various disciplines; from Technology to Manufacturing. Companies such as Apple, Google, Nike, Airbnb, Deutsche Bank, and PepsiCo have all implemented Design Thinking practices.
Why use Design Thinking?
Design Thinking requires true collaboration from cross-functional teams and users who contribute equally to this human-centered process. In siloed and matrixed organizations Design Thinking creates a positive culture where co-creation is inherent to the process. With empathy at its core, Design Thinking's rate of success is significantly higher than traditional methods.
Design Thinking has been used to solve an array of issues: from improving hospitals’ effectiveness to increasing employee and customer satisfaction. This modern process has evolved over the decades to include products, services, systems, and workflows. It is a methodology that can wrap around any type of problem and complexity.
How to do Design Thinking
By using empathy research methods, the user becomes the starting point. Then defining actionable problem statements that will yield the biggest impact will allow for a focused and contained approach. Ideation, prototyping, and user-testing transpire in rapid succession to ensure the hypothesis is tested and validated. Open-mindedness and non-judgemental strategies are taken throughout to allow for new solutions to surface. Innovative ideas will take shape during this process and leapfrog traditional methods.
DESIGN THINKING is about DOING the things that allow people to BE human again. By practicing this methodology, we build stronger business cultures, improve processes, design more human-centered products, increase revenues and improve lives.