WELCOME TO THE WORLD OF DESIGN THINKING
2019 is obviously the year of buzzwords and catchphrases, some of which are grossly misinterpreted and many of which seem to carry no meaning nor bear any relevant purpose. It is easy to lump up Design Thinking and other terminologies like this within this category. A lot of people are lost in the hype surrounding this concept without actually understanding the fundamentals of DT. A comprehensive knowledge of DT will help you properly use DT to actualise and achieve desired results in your innovation process.
Design thinking is but a complementary tool that supports and supposedly fits in an actively running system and not a stand-alone phenomenon. Many fail, especially in corporate contexts, to understand Design Thinking as a process for creative solving but rather another cool trendy bandwagon for big corporations to hop on. A few years ago, there was a high rise in seminars and trainings on Design Thinking which many organisations sponsored their staff to take part in. What we haven’t seen since then is the practical effectiveness of such trainings. This theoretic approach to DT is the root of the misconceptions surrounding it.
Don’t believe the hype; there’s more to DT
Many corporate skills and competencies have indeed gone through this same phase we are currently experiencing with DT. First there is a buzzword being thrown here and there, then there is a widespread use of it, then there are big corporations getting involved, then it becomes another designer handbag you go shopping for — a cool thing to have even if you have no clue what it does or have absolutely no need for it.
Design Thinking occurs in stages and must be considered as a wholesome process. The hype, unfortunately, is only about the idea generation stage of DT. Ideation is just one of several facets encountered in DT. There are nonetheless other phases that come before and even after idea generation. A brilliant idea is impressive no doubt but ignoring other stages in DT will most probably end up in futility.
One of the most often ignored stages is the “empathy” stage. Organisations and corporate people itch for ideas but often ignore the empathetic roots of the idea. Think of it this way, an idea is supposed to solve a problem and there are real humans, real people suffering from this problem. Without a real empathetic feeling towards the people behind the problem, it is going to be difficult to claim to have an idea that solves their problem. How does one claim to have an idea of wealth creation in rural India without having an understanding of their plights? How do you proffer a solution to the lack of potable water in Central African Republic when you don’t share in their feeling of parching thirst?
When the American singer, Akon embarked on his electrification project in Africa, it was because he had a clear understanding of the issue. He himself had experienced firsthand the effect of lack of electricity and power cuts and could relate with it. It is therefore necessary to understand, empathise and immerse one in the pain of the people before going through with the ideation. This is the first stage upon which every other thing will depend.
There is more to DT than just another skill to grace your resume with. DT doesn’t always provide the answer. Often times, it is a loose end that doesn’t always lead to a solution. What it does however, is raises questions that will eventually facilitate a deeper understanding of the problem and drive us to progress.
It is not for everyone
The mind is a powerful nucleus. There is no telling what the human mind is capable of doing. On the other hand, the human mind is also easily conditioned to think and reason a certain way. People with a unidirectional way of thinking have no place in DT and as tempting as it seems, DT isn’t actually for everyone. It is an unorthodox method that requires a lot of innovative/out-of-the-box thinking. In this field, you don’t sell a drilling machine, you sell a hole in the wall.
Corporations have a thing for formulae — an “if it’s not broken, don’t fix it” mindset. This cannot be carried over into DT. An eccentric, empathetic and innovative mind isn’t something everyone is blessed with and there is nothing wrong with that. Therefore, knowing one’s abilities and its limitations is important in DT. Attending a two day seminar won’t induce a creative mind in you.
Due to the open-endedness of DT, it does give yield to new problems or even solutions you never knew you needed. The patience to follow through in a DT process isn’t something everyone has. Many times, people are tempted to manipulate data just to arrive at what they had preconceived. Rigging the system is not an enviable virtue in DT and people need to know when to call it quits or hand over to better skilled/qualified experts in order to effectively utilise DT.
It is not for every issue
As we have previously stated, DT doesn’t always have the answers. This is why it is very crucial to work in stages. Defining a problem will let you know if DT is at all necessary for your problem. The temptation to come up with great ideas is there, but an undefined problem does not require an idea until it has been understood and properly defined. You don’t staple sheets of paper with a nail and hammer. Or according to the African proverb, a headache isn’t cured by cutting off the head.
DT assumes that there is dire need to be met. It assumes that there is an already existing market to be ventured into. If you are perhaps trying to create a new market, you might want to look into other methodologies. Design Thinking has come under a lot of criticisms due to these characteristics that are being attributed to it. It is never to be taken as a “do-all, be-all” methodology.
The main aim here is to have a landing zone (a market — people with needs) for ideas but in a case where there is none, a waste of idea might be inevitable. DT is interdisciplinary in nature. This means that the idea owner has to work in close proximity with other people within the team of translators. Unfortunately, not every issue requires an interdisciplinary approach and using DT in such a circumstance could lead to an unnecessary and avoidable waste of resources.
Many people create a product or service then go out to find consumers for their product. In Design Thinking, it is the exact opposite. You go out there, research what the problem is, then create a product to meet that need. It must be understood that DT is not a profit-making methodology but rather a socially responsible one. However, profit making is certain but the main focus is to actually create a value that leaves the consumer with a feeling of gratification.
The challenge lies in the aftermath
The easiest part of Design Thinking is ideation but merely having an idea isn’t enough. The previous stages and most importantly, the final stage of implementation are as equally needed. It is easy to come up with a great idea but how do you fit that within an actively running system? DT is not autonomous, it must be carefully crafted to take its place in a running system. This is the hardest part of the process. For this, there are many other tools to be considered such as corporate language, cultural constraints and other competencies.
Designers follow through with implementation by testing the final product using the best solutions that have been generated during the previous phases. Although this is the final stage of the DT process, implementation is nevertheless conducted in an iterative manner. This means that the product is first tested in a repetitive experimental way and the results generated from this are once again used to redefine other problems that may not have been identified in the early stages.
During implementation, the designers become even more aware of how the product is received by the users. It creates a deeper understanding of the mental state of the user, the conditions under which the product is being used, the reaction to the product and the emotional disposition of the users. These data are closely monitored and recorded to enhance the user experience and develop a smoother customer relationship.
Implementation is a tedious process but this is what makes the ultimate difference. During this phase, modifications and refinements are bound to occur repeatedly in order to gain a deeper understanding of the product and its users. What must also be understood is that DT is a cycle and arriving at the implementation does not always mean game over. In many cases, this stage could lead back to the beginning of the DT process in which a new problem is confronted. This unpredictable and non-linear nature of Design Thinking is what sets it apart from the rest.
On a final note, there are two sides to Design Thinking — innovation (ideation) and implementation. Ideation is easy and implementation is mastery.
Written by Dominik Hofmann and Kayero Sanda for Lumen Partners
Executive Editor: Klaus Motoki Tonn
