Design Thinking
Creativity and openness to innovation
Identification of user needs
Exploring the possibilities
Direction - development and innovation. Open up to new opportunities
What is Design Thinking? It is the generation of an appropriate way of thinking, during the product development process, based on several important factors. However, all of them boil down to learning the broader context of the audience's needs, which allows the creation of products, taking into account their expectations.
Design Thinking is also about not limiting oneself to one's own ideas and beliefs, and getting out in front of the opinions of others. It is an extremely versatile and flexible process, consisting of several stages that are inextricably linked.
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Design Thinking – design thinking
The Design Thinking method is a versatile solution when solving all kinds of problems, not just those related to new product launches. Brand rebranding, business strategies – start ups in growing companies, as well as the development of an action plan in large corporations – are also Design Thinking. It enables the implementation of a new, thoughtful strategy for the development and organization of the company. The main idea is to learn about the expectations of the target group to which we want to direct our services. With this method, different points of view are taken into account when solving tasks that have more than one solution. It is then important to analyze multiple factors that lead to the most effective solution to the problem. Design Thinking is about focusing on the solution rather than the problem, it is about experimenting and refining solutions that are cost-effective and feasible, it is also about drawing on the knowledge of the entire team.
Stage I – Empathy
There are many descriptions and definitions of Design Thinking. One of the most popular is the five-stage Design Thinking model, where the first stage of the process is empathy. This is nothing more than getting to know the needs and perspectives of the users we want to target with our product. Empathizing involves understanding the problems of the target group that motivate their behavior and decisions. Conversations, interviews, surveys and observing behavior will help. This will provide inspiration for innovative solutions to the problem. Stage one is to look at the problem through the eyes of our audience.
Stage II – Diagnosis of needs
In other words – [re]definition of the problem. This is the stage during which insights are exchanged on the information gathered and the correct problem to be faced is identified. After analyzing the data acquired at the first stage of Design Thinking, the time comes to define the specific needs of the audience and determine what changes are needed in products or services to meet the requirements and expectations of users. The goal is to create a process issue, after consultation within the team, such as through brainstorming.
Stage III – Looking for solutions
At this stage, the process issue created at the previous stage is analyzed. This is to carry out the creative process, taking into account all the ideas that arise. Each thought should be discussed in detail, without restrictions, with a distance from one’s own ideas. This is a very flexible phase of the design thinking process, during which every voice counts. The selection of an idea for a prototype should be done on a democratic basis.
Stage IV – Building prototypes
Prototyping is the building of a physical prototype, a visual analytical technique that, when put in the hands of the public, minimizes the risk of failure, once the product is released. With feedback gathered from users, it is possible to see if a product or service meets the needs of the target audience. The prototype can be created in 3D in the form of, for example, a mock-up, or 2D in the form of, for example, a schematic diagram, or it can be played out as a generic scene. It is used to evaluate and select the final design, as well as to optimize User Experience – the user experience. It is a visualization of the described idea from Stage III, saves the cost of testing and implementing the product for sale, and avoids final failure. It will help us know the strengths and weaknesses of our proposed product, which will be tested at the next stage.
Stage V – Testing
The final stage is to test in practice the information that has been collected so far. This is the verification of the idea in the real environment of the recipients. Before submitting the product for testing, it is necessary to determine the criteria it should meet. Active participation of the target audience in the test will allow to check the developed solution. The collection of all feedback messages gives an idea of the users’ reactions to the proposed concept. If the result of the test is positive, and all assumptions are met, only then can the product be introduced to the market.
[re]asuming
The goal is to combine emotional values with pragmatic values while separating them. Analysis of expectations and experience allows us to find innovative, creative solutions for your brand. The motivators in the Design Thinking process are primarily empathy, meaning, commitment, which are emotional factors in the approach to creating new solutions. On the other hand, looking at the topic from the pragmatic side, what matters most are aesthetics, usability, credibility and functionality of the resulting product or service.
Desing Thinking is a process-oriented way of thinking that we follow when developing new development paths – using an integrated mindset that combines different points of view and knowledge from different fields. It is an in-depth look at the needs of the audience, where testing is the last step in the process, not one of the first. Design Thinking in our performance is a guarantee of innovation and development in any industry where it is applied.
Empathy
Intentional empathy with the role of the product user (whatever that is). To design good solutions, you must first understand the needs and expectations of the people who will use them.
Defining the problem
It's simple - in order to accurately design a (really) good change, one must first determine what there is to change. Identifying weaknesses allows you to direct due attention and action to them.
Looking for solutions
Identification of the problem indicates the desired direction of aspiration. It is worth abandoning the patterns of action and open to new solutions. Because new solutions - is a new quality.
Prototyping
Out of a number of possible directions, selected during the search for solutions, a few must be chosen. This is the time of selection and creation of initial solutions, or prototypes.
Testing
The ideal situation is to test trial solutions with the recipient. This is the stage to see if the theory and prototype will simply work in practice.
FAQFrequently asked
questions
What is the purpose of Design Thinking?
The main goal of a process like Design Thinking is to create and implement innovative, out-of-the-box, non-standard solutions. New solutions to often old problems, introduce completely new qualities.
Who is Design Thinking for?
The universality of this method, research attitude, or way of thinking makes it necessary and useful in virtually every field of human activity – education, medicine, science, art and, of course, business. Design Thinking is a method aimed at innovation, development, progress. It is based on an in-depth analysis of the needs of the audience. Thus, it is designed for people or institutions for whom standard and routine are not enough.
Who came up with the idea for Design Thinking?
Perhaps this method of developing innovative solutions was first used by primitive man, reaching for flint or trying to eat the seeds of various plants. The method is arguably older than the concept itself. However, the definition and systematization of the Design Thinking process occurred in the 1980s and 1990s at Stanford University in California. Undertakings carried out using this method enabled the translation of creative and innovative assumptions and ideas into the business world of Silicon Valley.
Today it’s hard to imagine, but back in the 1970s, technology companies approached the designer after the product had already been made, expecting simply to create a nice case. For developing additional functionality – it was too late. The Design Thinking method revolutionized the model of cooperation between technologist and designer.
Can Design Thinking find application in everyday life?
Of course. If you are a parent, you have probably even been forced into design thinking more than once. Try applying Design Thinking to your personal life in the near future. You will probably be solidly surprised.
