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Mohanad_talal
Week6-Lectureslides1.pptxCreativity, Innovation & Design
Week 6: Design Thinking
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In this lecture we will explore:
The definition of design thinking
The relationship between creativity, innovation and design thinking
The five stages of the design thinking process
Characteristics of a design thinker
Why design thinking is important
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What is meant by design thinking?
Design thinking is ‘an analytic and creative process that engages a person in opportunities to experiment, create and prototype models, gather feedback, and redesign’ (Razzouk & Shute 2012, p. 330)
Design thinking is:
used to solve real world problems
an end-user centred approach to problem solving
use of design techniques
a process that involves multiple stages
Image source: https://www.bbva.com/en/can-world-banking-learn-design-thinking/
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The link between creativity, innovation and design thinking
Creativity
Innovation
Design thinking
Organizational Competitiveness
Profitability
Social and other outcomes
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The Design Thinking process
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Stage 1: Empathize
In the first stage the design thinker is trying to understand the specific needs and problems of the end-user by empathizing with him/her
Empathy is the ability to put yourself in another’s shoes
Design thinkers need to put themselves in the end-user’s shoes as they are trying to solve the problems of the end-user
It is possible to create meaningful and useful innovations by understanding the lives and needs of the end-user
How to empathize:
Using observation – observe end-users while they go about their daily lives
Interviewing or having a conversation with the end-user – elicit stories and insights into the end-user’s needs by having a conversation with him/her
Engage – Engage and participate in the end-user’s life as he/she performs tasks and activities
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Stage 2: Define
In this stage the design thinker frames the ‘right problem’ to solve based on what he/she learned in the empathize stage
How to define the right problem:
Consider what stood out in your conversations, observations of the end-user
Understand what type of person (e.g., personality, likes and dislikes etc.) the end-user is
Integrate and select a limited set of needs that you think are important to fulfil for the end-user
Look for deep insights that you perceived about the end-user
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Stage 3: Ideate
This is the stage that the design thinker engages in idea generation to solve the defined problem
When generating ideas:
Go beyond the obvious solutions and look for the unusual and wild ideas
If working in a team harness the collective perspectives and strengths of the team members
Go for quantity of ideas
Do not judge or evaluate ideas
It’s important to let the end-user know what ideas you have come up with and get feedback from him/her
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Stage 4: Prototype
In this stage the design thinker builds a prototype that can be used to show the end-user and test it out
Why the need to prototype
To communicate
To start a conversation
To fail quickly and cheaply
To test possibilities
To manage the solution-building process
How to build a prototype
Once you have narrowed down the idea you want to work on, start building
Use different materials or techniques to build the prototype
Don’t spend too long on one prototype
Build the prototype with the end-user in mind
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Stage 5: Testing
In this stage the design thinker shows the prototype to the end-user or provides it for the end-user to use and get feedback, comments about the prototype
Such feedback allows the design thinker to make adjustments to the prototype and engage in multiple iterations of prototyping and testing before arriving at the final solution.
Why is testing needed:
To make adjustments to prototypes and solutions
To get a deeper understanding about the end-user
To refine the problem you are trying to solve
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Characteristics of a design thinker
Empathy – able to imagine the world and the people in it from multiple perspectives
Integrative thinking – able to use analytical thinking as well as lateral thinking to see all aspects of a problem
Optimism – is optimistic that even one solution to a complex problem is better than none
Experimentalism – willing to make radical changes and experiment with wild ideas
Collaboration - skillful in working with people from different expertise areas and contributing one’s own skills to the team effort
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Why is design thinking important?
Provides immersion in the end-user’s experience – provides better understanding of those being designed for
Makes sense of data – leads to new insights and possibilities
Encourages the emergence of fresh ideas - gives rise to a limited but diverse set of potential new solutions
Offers pre-experiences to end-users through prototypes – accurate feedback at low cost and an understanding of potential solutions’ true value
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Summary
Design thinking is a end-user centered approach to problem solving
Design thinking embodies both creativity and innovation processes
There are five stages to successful design thinking
They include the stages of empathizing with end-user needs, defining the problem of the end-user, ideation, prototyping and testing
Design thinking provides a number of advantages in terms of catering to the end-users’ needs and generating diverse solutions that make it worthwhile for organizations to adopt
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References
Brown, T 2008, “Design Thinking”, Harvard Business Review, vol. 86, no. 6, pp. 85-92.
Dunne, D 2018, Design thinking at work: How innovative organizations are embracing design, University of Toronto Press, Toronto, Canada.
Liedtka, J 2018, Why design thinking works, Harvard Business Review, viewed 30 March 2019, https://hbr.org/2018/09/why-design-thinking-works.
Razzouk, R & Shute, V 2012, “What is design thinking and why is it important?”, Review of Educational Research, vol. 82, no. 3, pp. 330-348.
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