Unleash innovation and creativity with design thinking

We can’t solve problems by using the same kind of thinking we used when we created them – Albert Einstein

We live in interesting times indeed, where the use of technological tools enable people to share, engage and communicate with each other.  Concurrently, there is a growing need to adopt a holistic approach of how organizations operate in an ever-changing external environment.

So, where does design come in here?

Looking at the definition, Design (verb) refers to plan skillfully and to form & conceive.

To bring in a fresh perspective of how products and services can be centered around solving people’s problems, design can be rightfully considered as the agent of change.

Design thinking…What?

It is all about creating unique user experiences rather than just focusing on products.

As design surrounds us in our daily life including the objects which we use, design thinking is aimed to make every offering more relevant to the user.  From visual to usability challenges, design thinking can help transform the workflow process and result in organizations doing better.

Let’s look at the different stages involved in Design Thinking.

1) Observe and Understand

The first step in the process is gaining an understanding of the problem. It involves observing and engaging with the users to understand about their experiences. Interpretation plays a crucial role to the design process approach, helping you understand more about users rather than making assumptions.  This stage plays an essential role to gather information about the users and reveal their problems.  

2) Defining the problem

This stage involves putting together various pieces of the puzzle with the information collected during the first stage.

With the observations made you can define the core problems associated largely with the users.

The define stage will help your team, to begin with, the next step of ideation, where you brainstorm.

3) Ideation

Once you have defined the problem users face, you can start generating ideas around it.  Ideation techniques include mind mapping, storyboarding, role-playing and visual prompts. It is crucial to get an array of ideas or solutions to help you find the best ways to improve the user experience.

4) Build out a representation

The stage involves discussing the solution and turning it into a prototype. The core purpose of this stage is to create sample versions of solutions discussed and to decide where it will be beneficial for solving the users problem.

Considering the prototype, the team will have an idea about the constraints of transforming the prototype into a product.

5) Test it out

The last stage involves rigorous testing of the product as per the suggestions and solutions for the users. The results generated from this stage can be further to used to clarify the problem.  To keep minimum derivations from the problem, continuous refinements can be made during this stage.

Tool for innovation

Design thinking from a customer centric view, is useful as a method to bring in a fresh perspective for development of new processes, products and services. From a business point of view, it supports the communication you look to put forward in terms of the vision and mission.

As a business, you continue to look at new opportunities and design thinking includes working out a way to differentiate yourself from the competition.  The aim of design thinking is to generate new insights about the emerging possibilities in highly competitive market.

As a methodology, it produces an innovative way to open gates of creativity and create a framework for looking at the existing problems in a refreshingly new way.

Due to the growing competition, it is important for organizations to adopt a holistic approach and convert new business opportunities. Design is no longer restricted to aesthetic pleasure; design thinking can help make every day management process easier and stimulate the company’s culture of increasing employee participation.

Who’s doing it right

1) P&G

P&G leveraged design thinking as way to inform customers about its new product, targeting women over the age of fifty.

2) Oral-B

Tackled users brushing performance by adding value with the smart brush. By focusing on the challenges faced by the user, Oral-B channeled the problems to convert it to a seamless experience.

3) AirBnB

The team uses data to identify user challenges and find out why first time users don’t come back. To resolve the problem, AirBnB adopted a multi-sided model for facilitation of customer relations.

4) Apple

A company known for its unique products, it reveals a unique relation between consumers and products. It focuses on the user desirability of a product along with marketability and technical possibilities.

Implementing Design Thinking

Design thinking as a process offers flexibility, boosts collaboration and helps to bring in ideas based on what users look for in a product. It is an iterative approach aimed to refine the problem based on how users think and feel.