Design Thinking is an approach that aims to solve problems and develop new ideas. The aim is to find solutions that are convincing from the user’s point of view on the one hand, and market and product-oriented on the other. According to the experts, simply put, design thinking is about using the “sensitivity and methodologies of a designer to balance people’s needs with what is technologically feasible and what a viable business strategy can translate into customer value and market opportunity.”
Design Thinking is based on the belief that problem-solving is more effective when people from different disciplines work together in an environment that fosters creativity. Together, they develop a question that takes into account people’s needs and motivations and then work on the conception of ideas, which are reviewed several times. The approach is based on design processes of designers who carry out their work in a combination of several steps. At the same time, the word thinking stands for the fact that the feasibility and economic viability of innovations are systematically examined on a fact-based basis. According to another understanding, design thinking means “any process that applies the methods of industrial designers to problems beyond how a product should look”. Design Thinking thus combines three fundamental core aspects: utility, feasibility and marketability. Accordingly, the benefits for people in the role of users, technological feasibility and economic marketability are reconciled in order to create a perfect innovation and solve the problem flawlessly. All points should be weighted equally.
Understanding: The problem at the beginning is ideally defined with a team of several people. It is important to create a general understanding and to bring all those involved to the same level. Concrete questions can be, for example: What should be newly developed? For whom should the development be relevant? What essential (current or future) framework conditions must be taken into account? What final state is to be achieved by the solution?
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Observe: Observing is about being able to put yourself in the customer’s shoes. An analysis of the customer’s will is possible, for example, through an interview or role plays. It is important to let the customer talk. Good listening is the most crucial part of the job, otherwise misunderstandings can arise. The customer’s wishes are always in the foreground.
Define your point of view: The results of the first two steps are combined. Techniques such as personas or point-of-view are used to define the point of view both visually and in writing.
Finding ideas: At the beginning of the brainstorming process, there is a general brainstorming session in which any ideas, no matter how crazy or utopian, are compiled. The results are structured and sorted according to priorities. Questions about the efficiency, feasibility or profitability of the individual ideas are important. A look at the competition is also not unusual.
Prototype: A prototype is created for illustrative purposes. Perfection and perfection are insignificant. More importantly, the simpler, the better. Creativity is given free rein. Techniques used in prototyping include wireframes, post-its, role-plays, storyboards or models. The prototype is geared to the needs of the customer. It is important that the customer can imagine the solution to his problem on the basis of the prototype.
Testing: Finally, what has been worked out must be tested. Feedback plays an important role in this. Flexibility is also required. If an idea doesn’t work, it can be discarded. Customers are closely monitored during tests with the prototypes. Based on their reaction, further ideas and improvements develop. Design thinkers are also open to new suggestions in this step. If a defect is detected during a test, it is eliminated and the steps are repeated with the improved or new prototype. It is quite common for new products to have several phases of testing until the customer is satisfied and the product can be released.
Design thinking is not limited to any specific industry or domain but can be applied to a wide range of problems, from product design and service innovation to organizational change and social impact initiatives. It encourages interdisciplinary collaboration, bringing together individuals with diverse backgrounds and skill sets to tackle complex problems from multiple perspectives.
In summary, design thinking is a powerful framework for fostering innovation, driving user-centricity, and solving complex problems in a creative and collaborative manner. By prioritizing empathy, iteration, and experimentation, design thinking empowers teams to create solutions that truly meet the needs of users and stakeholders while driving positive impact and value.
