Design Thinking: A Business Strategy

Design thinking is a strategy that is utilized for practical and creative problem-solving. While it may be based heavily on the processes and methods that designers use, it has evolved from a range of different fields, including business. In fact, this approach can be applied to any field and does not have to be design-specific.

This approach is considered an extremely user-centric approach, as it focuses on individuals, seeks to understand individual needs, and creates an effective solution to meet those needs. Likewise, this is often referred to as a solution-based approach to solving problems.

A solution-based approach focuses on finding solutions and identifying constructive ways to effectively solve a problem. On the other hand, the problem-based approach tends to dwell more on identifying obstacles and limitations that created the problem.

The Four Ideologies of Design Thinking

The design thinking process is highly user-centric and progressive and it has four ideologies.

1. The Human Rule. Based on this principle, all design activity is social regardless of its context. Thus, all social innovation will go revert to the ‘human-centric point of view.’
2. The Ambiguity Rule. Ambiguity is considered inevitable and cannot be oversimplified. If you want to see things differently, you should consider experimenting at the limits of your knowledge. This is a crucial part of the design thinking process.
3. The Redesign Rule. According to this principle, all design is redesign. While social circumstances along with technology constantly evolve, the basic human needs will always remain unchanged. We basically redesign the means of fulfilling these basic human needs or accomplishing the desired outcomes.
4. The Tangibility Rule. According to this principle, we make ideas tangible by creating prototypes. These prototypes enable designers to communicate more efficiently.

The Five Stages of Design Thinking 

Based on the set principles of design thinking, this approach can be broken down into five stages. These five stages are empathizing, defining, ideating, prototyping, and testing.

• Empathizing. This stage is considered a critical starting point for the design thinking approach, as this is the first stage of the process. This stage involves getting to know the user and identifying and understanding their needs, preferences, and objectives. This involves observing as well as engaging with people to better understand them on an emotional and psychological level. During this stage, it is important to objectively gather insights about the user.
• Defining. This stage is dedicated to identifying and defining the problem. Once you have gathered all the information from the first stage, you will be able to start making sense of the information. You can start defining the real problem.
• Ideating. This is the third stage of the design thinking process and this starts once you have clearly identified the problem. This is the phase where you start to work on potential solutions. This phase is where creativity happens. During this phase, designers tend to come up with new angles and ideas to help come up with a solution to the problem.
• Prototyping. This phase is all about experimentation and eventually turning ideas into tangible products. Basically, a prototype is considered a mini version of the product and this would include the potential solutions. During this stage, the solutions generated in the previous stage are put to test. The solutions can either be improved, accepted, redesigned, or rejected depending on how they are in the prototype form.
• Testing. After the prototyping phase is the user testing phase. It is important to take note that this is not the end of the design thinking process. Basically, the results of the testing stage will often bring you back to the previous stage as this phase will provide you with insights that you need to redefine the original problem and come up with new ideas that may not have thought before.  

It is important to note that design thinking is not a linear process, even though it may appear clearly defined with the steps in logical sequence and order. The design process is not linear. In fact, it can be described as flexible and fluid. With discoveries that you can gain in each phase, you will need to rethink and redefine what was previously set.

Why Design Thinking Matters?

There are various ways where design thinking matters. It can be used in business, personal, education, and even in a social context.

This approach fosters innovation and creativity. It cannot be denied that we tend to develop habits and repetitive actions and approaches to solve problems. Design thinking rids of our limited views on solving problems. Instead of constantly repeating the same problem-solving methods, this approach tends to encourage us to remove assumptions and explore new ways and ideas, which can make the entire process easier and more efficient.

Another great thing about this approach is that it relies heavily on empathy and putting humans first. This encourages businesses to consider the real people who make use of their products and services. Thus, creating more meaningful user experiences.

For the users, this will allow a better experience and promote loyalty to the business. For the business, it can ensure happy customers, a great customer experience, and improved overall sales and revenue.

Incorporating Design Thinking in Your Business

When you can successfully integrate design thinking into your business processes, it can add up to your business value. Besides, this will ensure that the products and services that you offer are not only desirable to your customers but also your business’ operational means.

Design thinking significantly reduces the time-to-market phase, as this can significantly reduce time spent on development and design. Also, this approach promotes cost savings because successful products are marketed faster. Ultimately, this can significantly improve the return of investment.