Why Design Thinking?

A human centered approach for innovation

Amsterdam

To stay competitive organisations need to reassess the way they are structured, function and build relationships with customers. Design Thinking inspires and challenges a team to learn by doing and strengthens their ability for creative problem solving. It helps organisations build the necessary environment and mentality to make change happen. Design Thinking connects various disciplines, from research and strategy to design and policy.

WHAT IS DESIGN THINKING?

Closing the ‘reality gap’ between organisations and people (employees and customers alike) should be the number one priority of any innovative company. And for this we need a new set of skills, methods and tools. People centered approaches like Design Thinking, Social Design and Service Design have emerged because they provide us with useful and holistic methods and tools to bridge the gap.

Design Thinking is a mind-set to develop and deliver innovative ideas, and solutions to complicated problems. It is an activity-based, iterative and continuous process with a strong emphasis on teamwork and co-creation. Relevant stakeholders are involved in this co-creation effort from the beginning of the process to make sure that value exchange and commitment for new service concepts is secured at implementation.

Design Thinking is human-centered, it places people at the heart of a challenge. You need to be able to put yourselves in your customers’ shoes and view the world through their eyes.

INTRODUCTION TO THE DOUBLE DIAMOND

Ideally nobody will talk about Design Thinking, because it is part of what you do, it is part of your DNA.
The diagram of the Double Diamond is an often-used way of mapping the design process. It is based on a research study by the U.K. Design Council which aim was to dissect the design processes at various leading companies, such as LEGO and Whirlpool.

The Double Diamond is a simple graphical way of describing the design process by dividing it in four distinct phases: Discover, Define, Design and Deliver. In all creative processes a number of possible ideas are created (divergent thinking) before refining and narrowing down to the best idea (convergent thinking). This is represented by the diamond shape.

Design Thinking incorporates the Double Diamond and adds specific Design Thinking tools in the mix to assist non-designers to think more like designers when they tackle organisational problems. Reflection is a core activity to make sure the Design Thinking process provides value for all stakeholders. It should be done throughout the entire process of Discover, Define, Design and Deliver. Tools play an important role to create a Design Thinking mind-set. They guide the conversations in the different phases. During high-energy workshops and Bootcamps, groups work with sheets, canvases and post-its to exchange thoughts and brainstorm around new ideas. The tools are flexible and can always be changed in support of specific needs.

THE STAGES OF THE DOUBLE DIAMOND

Discover: The first step is to interview users, explore options, and try to gain empathy for the needs of users and the problems they are facing. The team brings all the research, insights, data and knowledge to the table.
Define: Empathy and insights are clarified and focused into clear statements. The expanded inside knowledge makes the primary question clearer.
Design: Ideas are iteratively generated through brainstorming and concepts are developed to lay the groundwork for the implementation of a solution.
Deliver: Concepts are prototyped and improved based on user feedback to make comprehensive solutions including financial, HR and implementation plans.

Winning companies, such as Apple, Virgin, Toyota, and others innovate continuously because of their culture of design thinking. They integrate the needs of people, the possibilities of technology, and the requirements for business success. Design-led companies put people first, not technology.

Our main objective is to provide you with hands-on tools that you can use immediately the next day in your working environment.

Besides the training program you will be handed out a toolkit, certificate and access to the DT Academy Network virtual environment.

The end result is aimed at a transformation of the participants, knowledge of tools and methods, a deep understanding of the value of design, and professional & personal growth.