If you work in a company and are constantly developing products, you've probably encountered a problem before.

Design Thinking can help here. As a step-by-step approach to problem-solving, it can help you develop your innovation. You'll find all the information you need in today's article.

What is Design Thinking?

Design Thinking was founded as a method in 1991 by Larry Leifer (Stanford Professor), Terry Winograd, and David Kelley. Since 2007, the Hasso Plattner Institute has promoted Design Thinking, its implementation, and further research.

The three developers' fundamental assumption is that problems can be solved more effectively when people from different disciplines collaborate in a creative and open environment, jointly formulate questions, and always consider the needs and motivations of the target group . Curiosity and creative openness are prerequisites for this process.

Design Thinking represents a systematic approach to complex problems from all areas of life. In contrast to many other problem-solving models, it focuses on user wishes and needs, as well as user-centered invention .

What is the goal of Design Thinking?

The goal of the Design Thinking method is the creative solution of problems and the development of new and innovative ideas . The method is primarily intended for interdisciplinary teams and aims to facilitate the work of all participants. To this end , diverse experiences, opinions, and perspectives on a problem are gathered and combined in order to develop a strategy for change and improvement.

Design Thinking is already being used successfully by many international companies, such as Porsche, VW, and Siemens. The method aims to ensure the highest possible benefit for customers, which means that customer wishes and needs are paramount .

Why is the Design Thinking model so successful?

The responsible team (multidisciplinary), the space, and the process are all considered equally important elements in order to find new possibilities and unconventional solutions. This work and thinking culture is a key factor in determining success.

In this context, multidisciplinary teams mean assembling a team of five to six people from different disciplines who work together to solve problems. This heterogeneity and the exchange with other teams allow for better achievement of goals.

The space means that ideas develop best in a free and flexible environment . This includes a sufficiently large and well-equipped office for finding solutions to problems (whiteboards, etc.).

The design thinking process takes place in six interactive loops , ensuring continuous review and refinement. (See chapter "How Design Thinking Works – 6 Phases").

This is how Design Thinking manages to find customer-centric solutions.

Design Thinking requires continuous feedback between the developers of a solution and its target group. These three elements must be constantly linked. Furthermore, processes and behaviors are analyzed in greater detail.

Initial solutions and ideas are illustrated as early as possible in the form of prototypes , so that potential customers can test them – even before completion or market launch – and provide feedback. In this way, Design Thinking generates practical and customer-centric results .

The model combines three essential components with its innovations and problem solutions:

• Technologically feasible: Can it be implemented?
• Profitable workflow: Is it important for the company?
• People are in demand: Do people want it?

How does design thinking work? – 6 phases

The Design Thinking process model consists of 6 phases in which the problem develops from idea to solution . The phases are as follows:

Phase 1: Understand the problem and empathize with the listeners.

First, the problem must be examined from all sides and all possible perspectives understood. Thorough research is essential for this, as it is the only way to guarantee that the problem has truly been understood.

Gathering all relevant materials and documents is time-consuming, but essential for the subsequent steps. The participating team members should become experts and grasp the (often not obvious) core of the problem. This process is necessary to approach a solution.

Phase 2: Observe

In the second step, the team focuses on the target group and develops empathy for the customers. This is done by observing and interviewing people relevant to the problem in their respective environments (these people do not necessarily have to belong to the target group).

It is important not to let assumptions and prejudices limit one's thinking and thereby overlook crucial information. Phase 2 should not be purely theoretical; the team should leave the office and experience the daily lives of the relevant groups firsthand.

Phase 3: Synthesis

In phase three, all collected information, data, materials, insights, and results are compiled and visualized . It is important that all team members have access to all information and that genuine exchange takes place.

Phase 4: Idea generation

Now begins the active search for solutions and new ideas, with the goal of generating as many approaches as possible. Focusing on customer interests during the solution search increases the group's efficiency and productivity; the new ideas are not evaluated at this stage, but simply collected.

Finally, all ideas are structured and filtered using the four criteria: appeal, feasibility, economic viability and maximum customer benefit.

Phase 5: Develop prototypes

In phase five, prototypes are developed to create concrete solutions and answer specific questions. Ideas and observations are translated into the physical world. These prototypes then allow ideas to be tested and evaluated.

Phase 6: Testing prototypes

The previously developed prototypes undergo repeated testing and feedback loops . Feedback from the target group provides further starting points for improvements, refinements, or alternative prototypes.

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Conclusion: Design Thinking: 6 steps to a solution

Design Thinking is a method that helps people articulate problems and generate solutions (in the form of products, services, and the like). It helps overcome unconscious limitations and think outside the box, leading to innovative and creative approaches .

Next time you encounter a problem, try the Design Thinking model! We're sure it will help you.

Do you have any questions about this article? Please feel free to contact us by email at info@presentationload.de . We're happy to help!

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