Being more specific, it assumes as a necessity to combine rational and logical thinking with intuition. This link favors a framework that goes beyond traditional deductive thinking, focus, above all, on providing appropriate solutions to embrace abductive thinking oriented to solutions that have to be explored, not discovered or raised previously. To wider understand the above, it is important to embrace that design is a projection process and not just a reworking to make things more beautiful or simply more functional. In fact, Steve Jobs defined it masterfully when he said: â€śDesign is not just what it looks and feels like. Design is how it works.â€ť
Design is not just what it looks and feels like. Design is how it works.
Design Thinking is, foremost, a creative problem-solving methodology encompassed within the field know as Human Focus Centered, which places the person as the principal and primary axis of the innovation process. In this framework, Technology and Market become mere commodities, so they stand back.
With a clear anthropocentric vision and ethnography techniques, the main objective of Design Thinking is to find and highlight deep unmet needs (insights in the jargon) or emerging hot spots. The challenge, therefore, is part and is generated from the individuals involved, so it is an inescapable condition to be capable of understanding their context and reality, but also, as far as possible, empathizing with them. Once achieved, we will be in a position to develop consistent and powerful ideas and solutions.
Summarizing, what prevails is the deep understanding of the individuals (the qualitative/substantive) until generating an archetype or person over the overwhelming storage of data (quantitative). Moreover, if we summed up multidisciplinary teams to this approach, we find ourselves facing a real co-creation tool in which the voice of our stakeholder is essential. In short, it is a radical change of perspective that goes from designing FOR people to design WITH people. Creating value is what matters, simply having an idea and not knowing how it will contribute to improving the lives of individuals is synonymous with having a concept that is little useful or actionable.
Moreover, our proposal should achieve to connect, be narrated, and seduce the user, so he empathizes and imagines himself at the scenario we are projecting. Innovation is not only focused on using the optimal technology, or the cheapest product, or the most disruptive business model. In this new approach, it is fundamental that everything always starts with a story (in fact, it has always been like this: â€śIn the beginning was the wordâ€¦â€ť). A basic scheme composed of an introduction (Do you know your client? Do you know that person?); a climax (Could you tell me what is like on a day?), and an ending (Have you seen any point where we could help him, that is, improve his story?).
Therefore, in this new order, we are sure that beyond a tendency, the Design Thinking, like other trends in management, will find its place in a later trend grasped to developed intrinsic values, tools, and attitudes.
Do not lose hope because the essence and need of Design Thinking have permeated the organizations: faced with a world as complex as today, we must do things differently and with other perspectives.
If this post caught your interest and you want to learn more about Design Thinking you can read the full article here.
Published at 15/02/2018