You have probably heard about this concept in environments and publications related to innovation and entrepreneurship, but what is design thinking? Design thinking is a very important tool for companies seeking to generate innovative and creative ideas. Betting on innovation and creativity in such a changing world means betting on competitiveness and growth, on adapting to the markets. We could even say that it is a necessity given the high level of competition and the challenges that digitalisation has imposed on the markets.
What is Design Thinking?
Basically, we are talking about a problem-solving and decision-making methodology that we use to find creative solutions in complex environments and that we apply to the business world. It is a methodology used to develop people-centred innovation processes, offering tools to observe challenges, detect needs and propose solutions. Focusing on people is one of its main identifying features, hence one of its principles is to empathise.
Design Thinking focuses on design, but understood in a broad and non-reductionist way. As Tim Broown explained (see video), it is not about creating fashions or consumption, it does not seek mere aesthetic or superficial innovations, but it is about solving people's problems.
The latter is also well explained by Steve Jobes:
"Design is not just how things look and feel. Design is how they work.
In retrospect we see that at first this method was used exclusively by product designers, but its success and usefulness has led to its expansion to many other fields such as the design and development of all kinds of services, business ideas, or even process improvement. Today it is much more: is a reasoning framework for creating value.
Is Design Thinking for you?
Definitely yes. All companies are suitable to become innovation spaces. It doesn't matter the size or the position, since all processes and workspaces can incorporate innovation. Let's say that design and innovation are not a department, they are an attitude that should permeate the entrepreneurial and organisational culture. Therefore, startups, SMEs, large companies,... all can benefit from integrating Design Thinking.
Design Thinking is a paradigm shift in which it is necessary to abandon old preconceptions and put aside linear thinking.
What does it look like in practice and what does it bring?
Design Thinking as a methodology includes different techniques and tools whose description exceeds the objectives of this entry. However, there are some guidelines or stages that are common places and that summarise this method. First of all, let's remember that we seek to innovate and generate value by always focusing on the needs of the users. To do this we can use Kembel's 5-step model.
Debemos tener en cuenta que el proceso no es lineal, sino que tiene naturaleza iterativa y muchas veces tendremos que volver sobre nuestros pasos. El proceso debe pasar por todas sus fases, pero podremos volver sobre cada una de ellas.
It is therefore a question of:
- Empathising with the client. Discover. The first thing we need to do is to get to know our users and customers in depth and put ourselves in their shoes. We need to open our minds to understand the consumer, their contexts and circumstances. We must mingle with them and ask questions until we know the deep reasons for their needs and actions. We discover through empathy.
- Problem definition. Focus. Thanks to the previous analysis, it is possible to define what the users' needs are and what obstacles they may be encountering. It is necessary to filter all the information that has been collected in order to focus on those aspects that are of interest for our purpose. It is necessary to focus, analyse, synthesise and make decisions.
- Idear. Imagining. This is the key moment, the creativity phase. In this phase we imagine solutions. A well-directed brainstorming process is necessary. Do not be conservative, there are no bad or extravagant ideas because sometimes these can lead to other more convenient and innovative solutions. This is the time to be innovative, to be open-minded and to listen to all points of view. In short, in this phase we generate and evaluate different ideas to solve the problem.
- Prototyping. Build. We already have the idea, the solution to the problem. It is time to put it into practice, to turn the ideas into something tangible. One of the characteristics of this step is that a prototype is made to see how well it works, if it is useful, if it meets the proposed objectives or not. It must be quick, clear and simple. This prototype can be virtual or physical, but it should always be simple and its generation should not consume too many resources.
- Test it. Validate. The next step is to test our prototype with customers to monitor the response and see if the solution is the right one or not. It is about receiving feedback from our target audience to form an improvement process where some ideas will be confirmed and others discarded. The opinions and ideas of the clients should be used to improve the prototype, analysing its strengths and weaknesses. In this way, iterating the process, we will have a solution that is completely tailored to our clients' needs.
Learning and implementing design thinking
This method requires practice and also some knowledge in certain fields. Therefore, we should not despair if initially we do not have the expected results.
With a little push it will be easy to deliver results in the form of innovation and value creation.
If you still need a little help, there are excellent professionals with the know-how that can boost the implementation of design thinking in our organisation and/or work dynamics.
We recommend the excellent work and professional background of The Beta Factor team. Here are their contact details:
(+34) 627 52 00 33
welcome@thebetafactor.com
www.thebetafactor.com/
linkedin.com/company/the-beta-factor
And if you are thinking of starting a business, don't forget to take a look at our available workspaces in the heart of Santiago de Compostela:
➜ Offices and offices
➜ Shared coworking spaces
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