The world around us is changing rapidly. Technological developments follow each other constantly, globalization ensures that customers can purchase their products from all over the world. In the meantime we are faced with major challenges such as climate change and major pandemics.
As Professor Jan Rotmans says: “We are not in an era of change, but in a change of era.”
Design thinking: a new way of working
Design Thinking helps organizations to deal with changes and all the complex processes involved. Designers think in terms of solutions and opportunities by thinking outside the box. They work in an investigative and experimental way.
A Design Thinker keeps zooming out to gain more insight and quickly zooms in again to explore potential opportunities. It means working in a playful way, and reflecting each step you take.
The different steps in a design thinking process
Different perspectives
A designer can take employees along in different ways of thinking. He or she triggers members of the project team to really empathize with the situation and the perspectives of others. By being aware of the current situation and the way this situation was created, the aim of the project becomes clear. This creates space for new ideas.
New ideas
It is important to create space within the organization, literally and figuratively. Allow team members to gain other insights and to deepen them. Create room to freely brainstorm and experiment with new ideas. Ideas can become visual and come to life on a large whiteboard wall. The bigger and wilder the ideas, the better! There is no right or wrong. A “failed” plan provides many new insights.
Visualisation as a universal language
It is important that all involved understand the ‘project language’. The language of visualization is much more universal and powerful than spoken language. Especially when employees from different disciplines are part of a project team. You can visualize with beautiful drawings, although often a few simple lines are enough, sometimes supplemented with catchwords. Another advantage of visualization is that it gives a brainstorming session more dynamism and speed.
Experimentation leads to knowledge
After the brainstorming stage, it is important to quickly convert an idea into action: create a prototype to test the concept. Don’t worry about things that could go wrong, just experiment. Launch your prototype and start a conversation with (potential) customers. Find out what ideas can result to. By cocreating with customers or partners, you can immediately include their feedback in the process. This offers new insights, allowing the process to continue. And then again, keep exploring, with an open mind. Think beyond success and failure, but see what you can learn from the experiment.
Is this typically a designers skill?
No, I don’t think so. Design thinking is about postponing your judgment and empathizing with others. It’s about wondering. It mans collaboration, visualization and experimentation. Just start on a plan, develop step by step and keep reflecting. That is something children can do very well. However, we have often unlearned this skill somewhere in our adult life and we have started to think and work very rationally.
I believe that many people can master this way of working. It takes some practice and persistence. A designer can certainly help to speed up and give direction a design or innovation process. Designers love change and complex issues. It’s another chance to make the world a bit more beautiful.
