Design Thinking: what it is, how it works
WHERE DOES DESIGN THINKING COME FROM?
Design Thinking takes inspiration from creative thinking techniques, but you don't need to be a creative or an architect to apply Design Thinking to your work. Design Thinking can help anyone who creates plans for a project or structure in any sector, from b2b to b2c.
This methology has been encoded in the '00 at theStanford University in California. The global design company Ideo, in California, was probably the first company to adopt this metholology in any sector, from product concept to business idea definition and validation.
HOW DOES IT WORK?
Design Thinking develops ideas working in team: it involves all actors, from managers to specialists, from customers to suppliers and partners, encouranging dialogue and exchange, in order to exploit every talent and every point of view and come to creative ideas .
The second distinctive characteristic of Design Thinking is the focus on customer experience- better say- customers which Design Experience types into the so-called personas. Design Thinking teaches to be emphatic, to understand what user really needs and appreciates. As a consequence, you can learn what is the real value-added product or service.
Design Thinking is a highly result-oriented approach. Design Thinking matches the human point of view (what people wishes) with the technologic point of view (what is realizable) and the economic point of view (what is sustainable).
WHERE DO I START?
Design Thinking process is divided in three steps which can be repeated: research, concept, test and validation.
Research is aimed at understand and emphatize with user; it allows you to understand his or her needs and requests and, at the same time, to find out the opportunities of the project. Research can be made in different ways, according to time, budget, requests. You can use for example filed reseach, interviews, questionaries, analytics, or may other tools and techiniques to get the users' point of view.
Concept is aimed at reconsider the initial issue and start again to imagine new answers and solutions. You can use different techniques, such as brainstorming, sketching, gamification to encourage free associations of ideas.
Test and validation is aimed at test the real effectiveness of the best ideas, usiling rough sketches or scale models in order to quickly identify the best ideas and then refine them. Then, you will finally be able deliver the final product.
WHAT ARE BENEFITS OF DESIGN THINKING?
Design Thinking leads people (and companies) to get extremely personalized and not replicable ideas. It improves decision making capability, encourages innovation culture, reduces costs and creates a positive and proactive attitude.
FOR WHOM? FOR YOU, TOO!
From Deutsche Bank to Nintendo, from Coca Cola to Philips, from Greenpeace to Vodafone, from Auchan to General Electric, many renowned companies have been using Design Thinking for many years, but many other companies in the world, much less famous, have been adopting this methodology for many time with the same enthusiasm. In Italy many companies, especially operating in the Industry 4.0., have been started approaching this methodology
Learn more about Design Thinking and how to use it in your company: find out our IA Executive Program Design Thinking per il Web.
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