Successful business and companies all have one thing in common, rock solid presence in the market. This presence comes not from rampant advertising but clever and well thought through positioning.
What, do you ask is the secret behind this success ?
Nothing but thinking, Design thinking!
It’s always the thinking that matters!
“The main tenet of design thinking is empathy for the people you’re trying to design for. Leadership is exactly the same thing – building empathy for the people that you’re entrusted to help” says David Kelly, Founder of IDEO, one of the world’s leading houses of human-centred design.
India looks upon design as something left for the middle class and above, completely isolating the rest. It’s all about empathy, good design sprouts from effective and process driven approach to solving problems and arriving at solutions while keeping the human at the centre of it all. Regardless of class, caste, race and creed, a human focused approach is crucial.
Opportunities not Problems
The word ‘problem’ has a big problem, while most people view these as roadblocks and hurdles. Efficient designers convert these problems to opportunities and create solutions even. Design legend Charles Eames once famously said: “design depends largely on constraints” which is completely true as you sometimes have to put yourself in a box to even begin thinking out of one.
One of the key features of design thinking process is asking questions. It’s not about asking the right questions but rather asking all the questions. Relentless questioning comes only with constant observation of patterns, filters and factors. But ultimately defining the right problems from all the questioning requires a suspension of judgement. After all the right problems are the most important.
Tons and tons of ideation
Considering multiple options and iterations is highly essential in the scheme of design thinking. Even if half of them fail and are often nonsensical, it is important to lay all your cards on the table, you never know which one could be the winner. Besides arriving at solutions from diverging perspectives gives one a broader and wholesome approach to any problem.
Method always delivers
At the crux of the Design thinking process lies its method, whether there are seven steps or just one step, method matters. Herbert Simon goes on to describe a seven step process: Define, Research, Ideate, Prototype, Choose, Implement, Learn.
While many designers and artists oust the very idea of a ‘structure’ complaining that it affects creativity, it is this very structure that can be the hero of the story when it comes to a problem-solving approach to design.