Watch this video to see why there's more to design thinking than just thinking: there's a whole lot of doing as well. Learn to avoid the trap of believing that a design agency can provide the answers for you, and to understand the benefit of involving the whole team from concept to planning and execution.
- It might be better to call the true process design doing rather than design thinking. A full design thinking cycle includes a validation phase where you build out the design concepts and test them with your customers. It also helps you plan and prioritize the implementation details, so that you can move straight into the development process. If you're planning on engaging an agency or learning design thinking techniques at a design school, first check that the company that's going to work with you or your new-found skills will take you all the way through to a working, tested prototype and project planning exercise.
If not, I'd suggest that all you're really doing is paying some people to come up with design concepts, not executable plans. Don't hire agencies or send your team to courses where the output is just a concept. Insist that these people show you how design thinking leads through to a verified prototype and a believable project plan. I also think it's a bad idea to hire agencies who spirit a group of your executives off for an offsite meeting without also involving the team members who will be doing the implementation work.
Sure, the executives are great at helping the agency to understand the strategic needs of your business. However, the agency also has an obligation to help your implementation team understand the very real needs of your customers. The best way for that to happen is for agency and team members to partner on customer visits and to work together to build solutions. No, I don't have it in for agencies. Remember, I'm an independent consultant too, I earn my living working with other companies just like the agencies do.
In fact, I've partnered with some great design companies to deliver design thinking workshops to my clients. What I'm saying is, some agencies are better placed to help you succeed. The ones who work with you to verify their design ideas and create a plan are taking some of the very first steps towards that success. They're engaging in design doing rather than just design thinking.
In this course, Chris Nodder explains where design thinking fits into product development and what it can help you achieve. He describes each step in the process, from identifying the problem you want to solve and brainstorming solutions, to prototyping, development, and release. Learn about the pros and cons of this approach and how to overcome challenges such as organization inertia and silos. Done right, design thinking can start your organization moving toward broader user-centered design techniques such as information architecture, content testing, usability testing, and marketing research.
- Agile, lean, and design thinking
- Preparing to sell design thinking to your organization
- Finding the real problem
- Correcting course
- Offshoring and outsourcing
- Getting past organizational inertia and silos
- Tracking your success