The methodology and steps of design thinking
Design thinking focuses on the user and their needs. However, design thinking is not only an agile tool, it is also a way of thinking. Design thinking is a new, innovative, solution-oriented and creative approach. It is characterised by a different perspective on problems and solutions.
The meaning of design thinking
Design thinking is a new type of methodology closely related to agile project management.
Design thinking approaches innovation from the user's perspective. It is about using new technologies and design tools to serve user needs while delivering business success.
The origins of design thinking
Tim Brown and IDEO
The definition above comes from Tim Brown, head of IDEO, a Silicon Valley consultancy. IDEO was one of the cradles of design thinking alongside Stanford University, and Tim Brown is one of the prophets of design thinking.
Several articles have appeared in the Wall Street Journal and the Harvard Business Review. IDEO worked with Apple and Steve Jobs, among others, and played an important role in the development of the company's iconic products.
Design thinking from the hippie era to today
Design in the narrower sense first really came into focus in the 1960s and 1970s. It was this period that laid the foundations for design to emerge as an overarching way of thinking elsewhere two decades later.
Design thinking is now used in many areas. Some examples:
- organisational design,
- strategic planning,
- research design,
- life and business coaching,
- human counselling,
- and corporate management in general.
The integration of design thinking into modern, agile project management is in fact also the integration of a counterculture rooted in the hippie movement into the system of global capitalism.
The new synthesis includes, among other things:
- the hierarchical structure is gradually replaced by networks,
- bureaucracy is increasingly becoming a team effort,
- focus on creative work
- and autonomous decision-based production.
The methodology of design thinking
Design thinking is a kind of out of the box paradigm, where we approach a problem from a new perspective and look for a solution. It focuses on people and human needs.
In design thinking, we think with the user in mind, and try to ignore all other considerations. The aim is to find the ideal solution for them, so empathy plays a key role in design thinking.
Creative thinking is an important part of the design thinking methodology, as is the focus on solutions rather than problem-centredness.
The design thinking process step by step
1. Getting to know
Mapping the target group and their needs. The customer-centred, empathetic mindset mentioned above is very important. The essence of design thinking is to ignore your own point of view as much as possible. We strive to find solutions solely from the perspective of the customer, the buyer, the user.
An important part of the discovery phase is to interact with users, to get to know their perspectives, difficulties and needs as thoroughly and deeply as possible. This stage is about research, learning, information gathering. Interviews are a common method.
2. Defining
In this phase, based on the information gathered, we define the problem, the need, to which we want to provide an answer or a solution through design thinking. The key phrase in the definition is the question "How could we...?". The aim is to specify as precisely as possible the purpose of the design thinking process, the result we want to achieve.
3. Inspiration
This is when creative thinking, an essential element of design thinking, really comes to the fore. Brainstorming can bring to the surface any ideas that can solve the problem identified in the previous step.
At this stage, it's more about quantity than the quality of the ideas. All ideas are needed, the point is to have as many as possible. Free, informal thinking, association and informal brainstorming are the key.
This is one of the most innovative and original stages of design thinking. A typical tool is brainstorming.
4. Prototype
This is the step where the collected ideas are selected and chosen to be implemented. It's not about perfectionism or perfect precision, but rather about getting a tangible prototype into the hands of users as soon as possible.
Depending on the product or service to be developed, a prototype can take many different forms, such as a model, sketch, model, script, etc. The aim is not to create a perfect copy, but to create and its result: to give concrete form to ideas.
5. Testing
During testing, we show the prototype to users and collect feedback on how effectively it serves their needs. Steps 4 and 5 are repeated until the end result of the design thinking process is a perfect solution to the users' problem.
In what cases can design thinking be applied?
If the traditional methods do not get us closer to a solution, it is worth turning to design thinking.
Some examples:
- fail to identify the prthe cause of obliteration,
- we know what we don't want, but not what we want,
- the methods used so far do not provide a solution, but rather hinder progress,
- the solution provided by current practices is not motivating or effective.
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