Design Thinking according to the book Change by Design
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Design Thinking is an intuitive and strong concept, but not all that easy to put in a concise way (without diminishing the meaning of the concept).
I read the book Change by Design by Tim Brown at IDEO, a great book on the concept of Design Thinking. I won’t review it, but I will give you a few itty bitty glimpses of the core ideas within Design Thinking (according to Tim Brown). This list won’t sustain a full understanding of the concept, but hopefully it’s an ok introduction for those wanting to get aquainted with Design Thinking. These aren’t quotes, so it’s possible I got some of them wrong.
- Use design to solve big problems. Apply design to things that matter.
- All innovation should be user centric.
- See the users not as consumers but as participators.
- The keys to understanding the user are insight, observation and empathy.
- Attend to the extreme users (young, old, impaired) to find inspiration for change.
- Set out to find combinations of the desirable with the feasible and the viable.
- Innovation is an iterative process.
- Shift between divergent and convergent thinking. The former to create possibilites, the latter to reduce and make choices.
- Always find sustainable solutions.
- Explore many different possibilities. Lots.
- Make ideas tangible through prototypes such as role-play, improvisation, storyboards, scenarios, customer journeys and service blueprints.
- Fail early (and go on to find better solutions).
- Work with a portfolio of incremental and revolutionary innovation. Incremental ideas alone are too easy to copy. Revolutionary projects are bold but seldom reach the market.
- Combine function with meaning.
- Use systems thinking. Everything is part of something bigger.
- Embed design thinking. In the design team, in the boardroom, in the staff, in societies.
- Create interdisciplinary teams to work on design problems.
- Thinking like a designer doesn’t mean you have to be a designer.
- Management should encourage experimentation and allow failure.
- Innovation thrives within certain constraints (at least set deadlines).
And by the way, you probably should read the book (Amazon / Bokus).