Design Thinking
Contents |
Astract
This article will be an introduction to the method of design thinking. This method will be introduced by its development and relevance, followed by a comprehensive guide on its application and illustrated by an example. Design Thinking is a method to successfully develop products, ideas or solutions for a given problem. The process is interactive and based on feedback from the target group to ensure a result that will meet the consumer’s needs. In project management, this can be applied in the initiation phase and for improvements of the ongoing project during its development phase. It can be the method used in a project to improve a companies output or consumer perception.
Development and Relevance of the Method
Design Thinking was developed by the founders of the design- and innovation agency IDEO, who have also been offering Seminars on the topic since 1991. [1] Nowadays, it is taught in numerous university courses as part of the management and communication curriculum. Many companies attribute their success to this method, like Airbnb, as the Project leader of their revival states in an interview [2].
Reduces risk associated with launching new ideas Helps organizations learn faster Generates solutions that are innovative, not just incremental Captures the mindsets and needs of people you’re crating for Paints picture of the opportunities based on the needs of these people [3]
The Method
The Process of design thinking is usually described as having five steps. Here, both a description of the steps and possible questions for inspiration in each step are given to ease the application of the method.
1. Empathise The first step is to empathize with the target group. This means communicating with as many and as diverse as possible individuals from the target group and noting down their perception of the current situation, that is to be approved upon. It is important to note down all aspects of their comments in this phase and keep an open mind - and not only to set Xses on a short form, so that a wholistic impression of the situation can be reached. This will make the outcome actually cater to the target groups needs and not only to those that you decided to put on the form. If applicable, taking pictures might also help the further process. Possible Questions: - Which issues does the user experience with the product? - In which situations do those issues arise? - How does the user feel about the product? What are his/ her general thoughts about it? - What functionality does the user wish for? - Which situations is the product most used in/for?
2. Define Next, the Data from the first step is analysed and the common issues are defined. These common issues should then, if possible, be validated by discussing them with representatives of the target group. If they feel that not all issues were met or that the design group - Which issues where most commonly named? - Which situations did those commonly arise in? - Are there any situations the product was not design for but is commonly used in? - Have the users expressed a common need for a specific functionality?
3. Generate Ideas Based on the Issues found in step 2, Ideas are developed and their discussed. - How can user issues be addressed? - How can the product be optimized for the most common usage situations? - How can the functionalities whished for by the users be met? - Can the product be optimized to be applicable to more situations? - Which other solutions to the issues have been found? - Are there other radically different solutions we can come up with? Can they be combined?
4. Prototype Develop the Idea into one or several working prototypes. - Which materials would be optimal? - Which detail does the prototype need to incorporate to give a correct impression to the testers?
5. Test Hand out the prototypes to a selected group of target group to get their responses. It is most important to not defend the product, but keep an open ear to all comments and questions the users have. If there are any issues like the user not understanding some functionality, this needs to be fixed and a new prototype produced. - How do the users feel about the new product? - Is it applicable to all necessary situations? - Do they have any suggestions? - How accessible was the product to the users, did they need help or explanations? – revise those issues!
Examples
To better illustrate how the Method can be applied in Project, Program and Portfolio Management, some examples shall be given:
