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A variety of problems surround us and we fight with them every day unless we have a readymade and proven solution on hand. However, what about the kind of problems that are challenging us every day and seem impossible to solve such as tiring traffic jams, long queues, uncertain behavior of stock markets, unexpected downpours, etc?
Of course, all the above problems do not have a remedy today, but does that mean we should compromise and surrender OR find a way to tackle them head-on, reemphasizing the power of human intellect that has solved many complex problems throughout the history of mankind?
In today’s time, we need not be born as privileged individuals to solve the problems around us. The concept of Design Thinking provides the required framework to develop our nonlinear and nonstandard way of thinking (out-of-the-box thinking) that advocates the method of learning by doing.
When it comes to organizations and businesses, the customer-centric attitude is the driving mantra for success. The priority assigned to users’ needs is quintessential especially when it comes to new product introductions or innovative launches. Design thinking methodology provides this user-centric direction and by far estimates positive results in a higher spectrum of probability.
What is Design thinking and how does it work?
Definition: Design thinking is an iterative process of trial and error where pervasive thinking helps to define and redefine problem statements with a focus on understanding user needs with an element of empathy and driving focus towards challenging rationality (sometimes), in order to come up with thought provoking unconventional solutions that can create a revolutionary impact.
A well-defined framework teaches us how we can become trained design thinkers and apply the tools & techniques to any problem, irrespective of the category, intensity, or regularity, and search for a plausible solution. Top training institutes such as Henry Harvin offer a comprehensive curriculum with outstanding trainers and structured practice modules in order to incentivize students to ingrain the learnings, as part of their daily routine.
There are five phases of the Design Thinking process –
EMPATHIZE: As Alfred Adler, founder of the school of individual psychology has said “Empathy is seeing with the eyes of another, listening with the ears of another and feeling with the heart of another”.
If we cannot predict the psychology of our customers and understand their wants or continue to live in our own world of whims and fancies, we will move away from the realities. The product or service, which appears best to self, might not even ring a bell to the user’s ears.
Therefore, the first phase of design thinking talks about empathizing with the needs of the customer. It starts with extensive research about understanding the pains of our customers followed by collecting key user information as below:
- What are the problem and its impact?
- Who are the target audiences?
- How the offering will affect the user’s current life?
- Is it even worth walking the path?
- Are any other offerings available and how effective those are?
With this empathy exercise, the provider gets a high-level idea of what the user really wants or is looking for. Relevant data collection and recursive pattern analysis help to analyze and predict the pulse of the user. More follow-up discussions involving industry experts or subject matter experts further aid to ascertain the deeper know-how of the user.
DEFINE: Once we have a high-level idea of the problem coming as an output from Empathize stage, the define stage helps to structure the problem statement in a simple way. Deep thinking and analysis are required to break down the bigger problems into many smaller chunks for further analysis. Finally, the problem is simplified for design thinkers before plunging into the ideate stage.
For e.g. If we ask a person struck in peak traffic what is his/her biggest problem, they may respond by saying that their biggest problem is getting late to work or catching a flight, or meeting someone. The solution to this problem could be shortening the waiting time. However, the problem itself is not limited to one person. The problem could be too many cars on the road, bad conditions on the road, vehicle breakdowns on farther routes, etc. We need to discover the main issue and find out solutions on how we can define the single biggest problem, which in hindsight takes care of other associated problems.
Defining the problem is one of the key steps of design thinking. If the problem is not defined appropriately, it would be very difficult for the design thinkers to find right solutions.
IDEATE: Once the problem statement is defined and formulated, the next step of ideation starts. This is the most interesting as well frustrating phase of Design Thinking. It is interesting because the team surpasses their creative imaginations without restrictions and sometimes discovers multiple aspects of themselves that were undiscovered. This phase is frustrating because many ideas are thrown out of the window thereby demoralizing the participant in the process. However, the crux of the phase lies in the fact that the IDEATE phase brings the best out of any discussions provided, and enough time, energy, and enthusiasm is put into it.
There is a need to find a broader solution to the problem which involves an iterative process that includes mapping on a whiteboard or pulling up a drawing board. One has to go beyond their traditional thinking in order to wear a creative hat. More ideas, more debates, and more fights can lead to the emergence of 1 or 2 revolutionary ideas.
There are some basic rules which need to be followed:
- Visualization is the key. One has to visualize the problem and the proposed solution. It can be done through drawings, sketching, scribbling, annotating, etc. The image of the problem should be clear before jumping into solution design.
- Keep walking, moving, and stretching but DO NOT SIT while in ideation phase. Many believe that thoughts are energized when we move around and are not stuck up in a place.
- Take breaks during the discussion to re-energize. Long-hour sessions might impact the thinking capabilities and further impact the quality of the outcome.
- Create small focus group and come out of herd mentality. It is ok if someone resists, contradicts, or challenges but important to be open and expressive
- Remove prejudice about the topic or person. An unbiased opinion and ability to accept diverse thoughts provide a conducive environment for discussion
Once the above rules are followed, the chances of getting a probable solution is very high.
PROTOTYPE: This is the closest phase of the 5 phases where you get to see what you have perceived. You get a shape to your idea and shadows with the creation of a number of scaled-down, inexpensive versions of products. Thorough prototype evaluation is required to determine the extent of closeness to the perceived solution. Following are the details process steps :
- Timelines are laid out post-IDEATE phase to come up with a prototype for the idea
- The physical form of the solution is conceived with iterative steps
- Constant feedback mechanism internal to the core design thinking team helps to align the practical model to the theoretical one
- Less budget is consumed to create the prototype for the first time and allocation is done for probable future changes
- The introduction of the prototype is carried out internally within the department and extended to other departments for feedback
- Any major feedback might require modifications to the model and in few cases complete overhaul
- Once approved internally the product is ready for the TEST phase.
TEST: The testing step is the final step of design thinking where the actual results are compared with specifications. The team carries our prototype presentations describing the functioning, features, limitations, and user-friendliness internally within team or across departments and random users before launching the product in the market. Feedback is recorded to carry out modifications for betterment of the product. Sometimes, a complete overhaul of the product might be required if the focused user base does not approve of the user-friendliness aspect.
The testing is a testimony to understanding users, their thoughts, actions, and sensibilities. Sometimes practical issues surface which might require going back to the IDEATE phase and starting the process afresh.
Once user acceptance is recorded, the product is soft launched with more feedbacks. With periodic feedbacks , the product is modified with new modifications and added features.
Design thinking and innovation: Often we can find situations where we might have a brilliant idea but do not know how to start. We might not realize the potential until start penning down the details. The concept of Learning by doing is the art to follow. There can be new dimensions explored when discussions happen. ‘Ideas spark when great mind meet’ and it starts small.
Design thinking provides a framework for the innovation process as well. The wayfinding process helps to navigate the desired goal and many times new goals are established.
Visualization is the key: The ability to visualize is the key to starting. Mental mapping is pre-requisite for successful conceptualization. The language of images helps in the visualization process. If more time is spent in the visualization step, the probability of iteration reduces.
Why Henry Harvin Ranked # 1 in Design Thinking?
Henry Harvin is one of the renowned competency and career development organizations specializing in imparting training in a multitude of disciplines with Design Thinking being one of them. The tailored courses satisfy the needs of the dynamic business environment collaborating with leading corporate houses and understanding organizational needs. The programs are designed by trained professionals harnessing latest technologies and effective content. The skill-centric approach creates an environment of inclusiveness and prepares candidates to be adept in shaping their careers.
Design Thinking is one of the most successful programs for the institute that has enabled many participants creating breakthrough products. With vision of ‘Value Creation’ at the core Henry Harvin transforms careers of diverse audiences from industry and academia.
Who should learn:
- Product / Project/ Process: Head of digital products, IT, product management, marketing, design managers, senior product managers engagement managers, project managers, quality professionals, process engineers, Agile coaches
- Middle to Senior Management: Product or marketing directors, customer support service directors, client relations, innovation directors, solutions consulting directors & more.
- Marketing Professionals: Marketing heads, Digital marketers, marketing consultants & related
- Consultants: Business development, consultants, management, consultants & related
- Students: Management & Engineering students looking to make a career in Marketing, Data Science, IT, HR and core technical fields such as Software, Mechanical, Civil & more.
- Must-to-do Industries: Innovation-driven industries such as IT, E-Commerce, Banking & Finance, Marketing, Entertainment, Hospitality, Retail & more
Benefits from the course :
Duration : The course duration spans for below time period :
- 24-hour Core instructor Led
- 50 Hours of e-learning
- Refresher modules
- Unlimited LMS access ( Learning Management System)
- Certified CDTP trainers having 10+ Years of Industry
- The trainer not only has topic expertise but also an enormous teaching experience of training over 900+ individuals globally. Can attend multiple sessions from multiple trainers
Earn the Prestigious Henry Harvin Alumni status and become one of the reputed 300000+Alumni across the Globe
Get a Lifetime Membership of Henry Harvin Management Academy for the CDTP Course
Guaranteed Internship with Henry Harvin or partner firms if required
Weekly 10+ job opportunities offered
Experience Industry Projects during the training if required
- Innovation Strategy
- Box 3 ideation
- Innovative Execution
- Business Impact
- Journey Mapping
- Product Market Fit
- Rapid Prototyping
- Human Centred Design
- Design of Environment
- Design of Services
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