Design thinking is another example of something as old as the hills, which many of us humans – via hubris and focusing on a company’s desires instead of customer needs – have managed to train ourselves out of. It’s as if we've all been out of our minds for the last half-century or so.
Design Thinking is a "collaborative process by which the designer’s sensibilities and methods are employed to match people’s needs with what is technically feasible and a viable business strategy." (Tim Brown, CEO and president of IDEO)
The diagram at the top is from the book Change By Design, by Tim Brown, of IDEO
Design Thinking works on three levels:
The Visceral – colors, contours and shapes and how we feel it fits into our sense of aesthetics.
The Behavioral – how easy is it to use, learn and adapt or integrate it with my other workflows.
The Reflective – the meaning we give to a product or a service that is a statement about our own self-image to the greater society.
Design thinking also:
Converts need into demand
Is a people-centered approach to problem solving
Helps people and organizations become more innovative and creative
Leads to agility and resilience
Is the essence of what makes us human: We are all naturally designers!
Source: Map and Territory. See a more in-depth study.
The Point: All innovation comes from design thinking. It always has. And the starting point is empathy.
Innovation is evolution, is survival, is life. Companies, people, and the planet all depend on it for survival. Companies cannot become sustainable without fully implementing design thinking.