DESIGN THINKING WORKS AS A   STRATEGY FOR INNOVATION.

    “DESIGN THINKING” 

Design thinking is a way to come out with the best possible solution for a problem. Design thinking is not “designing the thinking” on what it looks like or making it look good and attractive.” Design-thinking is about how things work. “This idea of design thinking and creating is not new there is always a long history behind  innovative designers they  observe  the world around them, seeing things with a fresh eye, every time new , and using that observation as an opportunity to create new possibilities.

  • One day when George de Mestral took his dog for a walk in a field, as and when he was back at home his socks and shoes were covered in little prickly burrs. From that experience he invented “Velcro”.
  • When Percy Shaw was driving home one night he saw a cats eyes on the roadside. After noticing that, she came up with an idea of studs, and invented the “reflective road studs” that you see on most highways and roads today.
  • Malcolm McLean was moving from one country to another, and he noticed it was taking a really long time to load all of his stuff. From that observation came the “shipping container”After reading above few stories of innovation, haven’t you understand that design thinking and creativity in not a new trend. According to the study by IBM, number 1 factor that identify business and future success“CREATIVITY”

NOW the question arises where creativity resides? Who has the ability of being creative? Answer is all of us. Every one of us has the capacity of Creative thinking

  “CREATIVITY IS BIRTH RIGHT TO ALL, BUT USED BY FEW”.

Let’s take a step back to our childhood we question the world, we observe the things around us, we naturally learn them. We can draw a lot of inspiration of creativity from our childhood, It starts with opening up of mind.  looking up for things /new possibilities.  challenging how things grow. Just like kids we must foster creativity in our personal life and at workplace. Once we believe we all are creative thinker, we can design our thinking and focus on its development.

CLOSED MINDSET OBSTACLES 

So design thinking helps to break through approach to your mindset, assumptions, and way of imagination about how things ought to be, and uncovering creative inventions insight to come up with new solutions. But we have a problem, our brain is constantly shaped by the world around us. We adapt and agree with everybody else. Actually it’s not odd, we all learn through what we see. But there is another aspect of our brain which no one can deny, that our brain changes at a breath taking pace. Every change in our brain is our behavior.

It is structured by everything: – we do, and we don’t. So it is pretty possible to change our brain structure. Though there are differences, individual pattern and very ability to change, but this change will enable us to get out of the walls of mind, and will uncover the box of affinity.  So, what you can do to overcome these boundaries, you can use some tactics. Practice, how and what you learn best, repeat those behavior and habits that are healthy for your Brain and break those that are not.  This way, the best strategies going to vary in different individuals and even within individuals. But by understanding

1. Everything you do

2. Everything you encounter with

3. Every experience is changing your brain.

LET’S SEE HOW TO DEVELOP DESIGN THINKING WITHIN US.

If one wants to design or improve a product, they need to watch how people are using it and observe their expression; the way they react; their emotions; their pains and then one can fix or design that. For coming up with the possible solution we need to design our thinking by looking at things, by steeping our self in the shoes of end user. Put users as the core of everything we do. One of the creative approaches to problem-solving is “Human centered design” which is user focused, and a way to unveil the innovative solutions to meet user’s needs. This approach says, when you start thinking and imagining with user’s perspective, you are trying to reach, your mind will drive you to the unexpected answer, unexpected imagination, and the ideas that they embrace.

 Stages of design thinking and human centered design, for whether you are designing a physical thing, digital solution or a problem, this process will remain as same.

  1. 1st Stage. DISCOVER – The first phase is about the customers’ needs and motivations. Make multiple attempts to discover the real image and thing that end-users are expecting from a product, learn to empathise the way they do , and this will drag you more close to creative possibilities. Discover the unmet needs and compare them with affirmatives. It is very important to understand the people you’re designing for.
  2. 2nd Stage. IDENTIFY SCOPE – Identification of behavior, pain points, and difficulty points, have an insight in them. Put yourself in their situation and place and experience what they feel. Define the problem that you want to solve, and then re (frame) them in further opportunities.
  3.  3rd Stage. IDEATE – The core aspect of design thinking is to IDEATE, switch gears for diverse stimuli. Start feeding your brain and brainstorm ideas with your team based on your observations and experiences.  Goal is to come up with as many ideas as you can. While you’re coming up with ideas, don’t forget the needs and desires of users you’re designing for. By following this eventually your groups’ ideas will turn into right solution.
  4. 4th Stage. PROTOTYPE – In this phase, in which your thoughts takes the shape of models, digital graphics, virtual image, or drawings. It is the time when you put your big ideas into rough tangible thing, as you want them to be look like, by acting small. Build a prototype which will take least time and allow you to get user feedback quickly.
  5. 5th stage. FEEDBACK – This prototype will give you an opportunity to showcase your idea to customers or users, through which you can explore the broad ray of ideas using these prototypes. Without any feedback input about your idea from end-user it’s not possible to judge that your solution is on target or not, and this will prove as a roadblock to   evolve your design.
  6. 6th stage .ITERATE – If once your prototype won’t work use feedback you got from your users to fuel the changes to your design. Keep iterating, testing, and integrating user feedback. This may take a few rounds, but don’t get discouraged. There will be something new with each iteration
  7. 7th Stage .REFINE AND IMPLEMENT – Continue to refine until you come up with the best solution. The point you found your product is ready to be used, it’s time to introduce your idea to the world. Follow this each time you update or planning something new and continue to observe your users, design for them, and use their feedback.

STRATAGIES:-EXPERIMENTING AND STORYTELLING 

Creativity is something that resides out of those cubicle boxes at our workplace. So apart from the above given cycle of design thinking, Experimenting and storytelling are strategies to practice and implement design thinking.

  • EXPERIMENT: By creating an environment of excitement and storytelling we need to embrace mindset of ‘fail fast and fail early’. Experiments are the way of bringing our ideas to life. We need to experiment our ideas, improve them and iterate them.
  • STORYTELLING:  Spreading ideas through stories that goes directly deep to one’s heart. Stories start with passion and emotions. But in present environment we all are shifting to boring official presentations, with no motions and automations. Where stories inspire and persuade the way, which official presentation never will. Stories have the very powerful ability to bind and deliver information, context and emotions. Stories drives conversation not just one way monologs, they lead the audience wanting more with which they want to understand more, they want to help to bring your idea to life.

EXAMPLE: IDEO – one of the most innovative and award-winning design firms in the world.  Let’s learn how exactly you are supposed to get started how to observe users? How  to put yourself in users’ position? IDEO is the leading designing company in Silicon Valley, who used process over and over again to design their products and experiences that people love.

#1. Designing a Toothbrush for Kids

In 1996, Oral-B asked IDEO to design a new toothbrush for kids. And the first thing the IDEO team said was that they needed to watch kids brush their teeth.As you can probably imagine, the Oral-B executives thought this was a strange request. You want to go into people’s homes into their bathrooms and watch their kids brush their teeth? Everyone already knows how people brush their teeth, is that really necessary?As strange as it sounds, that exactly what they did. They needed to see how kids actually brush their teeth, and they didn’t t wnt to make any assumptions.

During their observations they noticed that the way kids hold their toothbrushes is totally different than adults.Since adults have manual dexterity in their hands, they tend to use their fingers to manipulate the toothbrush with very fine movements. But kids just grab the toothbrush in their fist.The problem with adult toothbrushes was that they were hard for kids to hold. Since they were so small, they just flopped around in the kids’ hands and were difficult to use.That one simple observation led to a totally new style of toothbrush:the squish gripper.

And it totally innovated the kids-toothbrush space If you go into any supermarket or corner store today you’ll notice kids toothbrushes have fat, squishy handles. That’s the power of observing the behavior of your users and integrating it into your design process.

#2: Improving a Hospitals Patient Experience

IDEO was asked by a large healthcare system to describe what their patient experience was like, and to  help them improve it.So the IDEO team started by putting themselves in the position of the patient. They had one of their team members pretend to be a patient in the hospital, and they discovered something obvious, yet completely overlooked.When they presented their findings to the hospital executives, they started by showing a 6-minute video clip of the ceiling in a patients room. At first the executives were confused and didn’t understand what they were watching. Then the IDEO team explained the purpose of the video.The point was this: when you’re a patient in the hospital you spend all day lying in a bed staring at the ceiling for a really long time and it is a really bad experience.
Watching that video clip helped the executives catch what IDEOs Chief Creative Officer Paul Bennett calls a blinding glimpse of the bloody obvious.

Looking at the patient experience from the point of view of the patient instead of the organization was a huge revelation to them, and they immediately took action. They realized that improving the patient experience wasn’t about making massive changes to the system. Instead, it’s about doing small things that make a big impact.So IDEO started brainstorming ideas and prototyping, and they quickly implemented small four changes:

1) Decorated the ceilings to make them more aesthetically pleasing.

2) Covered one wall of each patient’s room with whiteboards so visitors could write messages for the patient.

3) Made the floor of patient rooms a different style and colour  the floor in the hallways of the hospital. This signified the transition from public space to private space, making patients feel like this was their own personal space.

4) Attached rear-view mirrors to hospital gurneys, so that when patients were wheeled around by a doctor or nurse they could actually see the person they were having a conversation with.

Conclusion

Seeing opportunities in the things you observe and creating solutions for them isn’t a particularly new idea.After learning all about design thinking, let’s start bringing it into practice and waiting for miracles. So roll up your sleeves, get ready, put design thinking to work to solve challenges within your organization.