Most people make the mistake of thinking design is what it looks like. People think it’s this veneer — that the designers are handed this box and told, ‘Make it look good!’ That’s not what we think design is. It’s not just what it looks like and feels like. Design is how it works.
— Steve Jobs

Design Thinking

Design thinking offers a structured framework for understanding and pursuing innovation in ways that contribute to organic growth and add real value to your customers. The design thinking cycle involves observation to discover unmet needs within the context and constraints of a particular situation, framing the opportunity and scope of innovation, generating creative ideas, testing and refining solutions.

 
dt.png
 

Design Thinking is a methodology used by designers to solve complex problems, and find desirable solutions for clients. A design mindset is not problem-focused, it’s solution focused and action oriented towards creating a preferred future. Design Thinking draws upon logic, imagination, intuition, and systemic reasoning, to explore possibilities of what could be—and to create desired outcomes that benefit the end user (the customer).

Creativity and innovation, empathy, open mind and action-orientation are key to design thinking.


007-idea.png
016-startup.png
006-like-1.png

Use design thinking when you need to come up with:

  • A new strategy for your business
  • A new product, service, process or experience
  • A new organizational design

Design thinking makes most sense when you have a challenge in:

  • digital transformation
  • customer experience
  • silo thinking
  • business (i.e. growth, sales, brand, etc.)
  • creativity and innovation culture
  • developing internal innovation capabilities

Use design thinking when you need to understand better the needs and behaviors of your:

  • customers
  • employees

Design thinking is a human-centered approach to innovation that draws from the designer’s toolkit to integrate the needs of people, the possibilities of technology, and the requirements for business success.
— Tim Brown, President and CEO of IDEO
mike-enerio-87677.jpg

Here are 5 reasons why Design Thinking produces value

 
001-users-1.png

DESIGN THINKING FOCUSES ON THE END USER

Design Thinking is an approach to solving problems that puts end users at the center of the process. The goal is to develop useful products and solutions that fit the needs of the user, not the other way around. The process is inherently human-centered, getting close enough to the user to see where their frustrations lie and how we can make their lives and experiences better and more fulfilling.

012-network.png

DESIGN THINKING LEVERAGES COLLECTIVE EXPERTISE

By building multidisciplinary teams and bringing many voices to the table, we break out of our respective fields and boxes to leverage our collective wisdom, experience and expertise. Who knows what the healthcare realm has to learn from the humanities? We get out of our camps to bring a multitude of skills and philosophies to the table.

006-like-1.png

DESIGN THINKING EMPLOYS EMPATHY

The very foundation of Design Thinking is empathy. This is the time at the process when we do  “discovery” or “understanding.” Empathy requires that we seek to understand and identify with the needs and challenges of the people (or users of a product), the experience or the system.

013-search.png

DESIGN THINKING TESTS AND TESTS AND TESTS

The philosophy of “design, test and iterate” is central to the process. It allows you to have those completely unexpected breakthroughs by creating several rapid prototypes and encouraging fast feedback from actual users and customers before spending too much time, effort or money on any one idea. The process looks a bit messier than the more traditional analytical and linear approaches to problem solving, but it yields results that are far more powerful, not to mention interesting.

018-reward.png

DESIGN THINKING CREATES VALUE WHILE SOLVING REAL PROBLEMS

Design Thinking isn’t just creativity and innovation for its own sake; it’s specifically directed at creating value and solving problems. But instead of going about either of these in the traditional ways, Design Thinking seeks to use design principles to solve problems, from small to large, in almost any industry.