What is Design Thinking?
Design thinking is a methodology that was created by Stanford University professor Tim Brown and IDEO’s CEO, an innovation agency where they wanted to improve the service to their customers, from an empathy approach. Every time, the method proposed in Design Thinking is being used all over the world, especially in organizations that want to solve problems, focused on clients, based on ideas, proposals, and experimentation, above all.
This dynamic occurs even when the ideal of the final product or deliverable is not yet clear, but if the problem is clear and the work of experimentation with the final customer is enhanced. This way of solving problems has stages, but without a doubt its basis is the focus on the needs of the client, empathizing, observing, evaluating, creating prototypes (experimentation), testing, getting feedback, and improving the product.
This process allows sustainable growth and is based on teams from multiple disciplines, to achieve products or services, technically feasible, that meet the expected and within the resources available.
The process.
Through the different design thinking phases, we can use a series of technics and tools that allow us to develop new products and services, from understanding problems or needs to prototype, business model, evaluating alternatives, client feedback, etc. It is important to punctuate that this is an iterative process.
The stages are briefly described for comprehension purposes; however, I will focus on the “Empathize” stage and its tools to improve the lifting of the client’s need, their desires, knowing their “pain” and how to plan possible solutions. Independent of the project approach: predictive, agile, or hybrid.
1- Empathize:
This stage is perhaps the most relevant, because it focuses on understanding as a team and individually, the desires and incentives that the client has, beyond the need itself. Here is much of the success of this method, as it drives you to know customers or end-users deeply. Considering, of course, the “hard” data, figures, fixed strategy, business plan, which are important because they are the “context” of the problem, but it is not the primary objective of empathizing.
This empathy is achieved by engaging with end-users or customers. Getting your point of view and ideally living it. Several tools and techniques of this stage are those that I will deepen in this article.
2- Define:
In the first stage, we should be able to obtain the main problems posed by the user/client with the necessary depth. It is then necessary to evaluate the information obtained and detail the one that contributes to a greater extent to really know the users. Here are defined those hypotheses that present greater opportunities to generate value to the client when solved.
3- Ideate:
It is now up to elaborate ideas for the problems selected from the previous phase, the focus is to look for a range of solutions, there is no “bad idea”, the more alternatives the better for the process. Brainstorming is crucial at this stage, the best one for the team and its characteristics are sought, considering of course the users/customers. As the name suggests, in this phase the solution ideas are worked on, and collaboration and participation of all team members are encouraged.
4- Prototype:
As the name implies, here ideas are transformed into prototypes. It pursues further experimentation by the team and customers. Prototypes can be made with common materials such as paper, cardboard, Lego blocks that reflect functions of the final product. Or in the case of digital prototypes, app demo.
5- Testing:
Here the tests with the prototypes made are carried out and the users/client are asked for their feedback regarding the experimentation with the prototypes. This stage allows to identify improvements, failures, deficiencies, good points that must be maintained, etc. Ideal to maintain as a team a receptive look at the interaction of users with the prototype, answer inquiries and documents.
6- Evaluate:
Here it is necessary to analyze the errors, and observations obtained from the previous stage, looking for the points of improvement of the product. This can lead us to go back to previous stages with the improved products and experiment again until we get to the closest thing to the product desirable by the user/customer.
