In the challenge of companies driven by competition and innovations, the manager is looking for a successful strategy. Using the traditional design methodology allows both to better understand customer expectations and to accelerate innovation in the company. Some precisions.
The design thinking has become a “method” used by many companies that aims to situate the human to enable it to innovate. It draws its source from the techniques of designers. It identifies the real needs of consumers and asks internal teams to get involved. It can be applied to a very large number of sectors, to multinationals, SMEs, start-ups but also to humanitarian organizations or even to education.
The approach according to Tim Brown
Design thinking makes it possible to identify the problems that can appear during the creation of a product. After having identified a problem, the design spirit makes it possible to find the best solution and to implement it. The three-loop theory was presented by Tim Brown, the boss of the Ideo agency, in an article published in 2008 by the Harvard Business Review :
“ – the inspiration loop, which seeks to understand the physical, intellectual and emotional needs of users, in an almost ethnographic approach.
– the ideation loop makes it possible to generate new ideas by iteratively manufacturing a large number of immediately testable prototypes.
– the implementation loop, which includes the deployment of the action . ”
which sums up the process.
The approach according to Rolf Faste
According to Rolf Faste, design thinking makes it possible to assess the various possibilities in the creation of an innovative idea . It highlights the problem before looking for a solution and makes it possible to propose several ideas for results.
A questioning of the a priori
Design thinking has been used so far mainly in the service sector (commerce, media, telecommunications, banks, etc.), the most affected by new technologies. This has the effect of accelerating innovation .
But, whatever the sector considered, the main obstacle to the development of design thinking is linked to pre-established conceptions and will offer the opportunity to eliminate the prejudices and behaviors that slow down innovation by calling into question habits and manners. to proceed, to integrate innovations requires to question oneself and asks to seek inspiration to solve all the problems without a priori.
Some tools to apply “design thinking”
- The affinity diagram : a concept developed in the 1960s by anthropologist Jiro Kawakita.
- Role play: participants identify with users and live vicariously “live my life”.
- The persona: a fictitious user, designed from a real person or statistics: concept disclosed by the American developer Alan Cooper.
- The mind map: a mind map to highlight the links that exist between different ideas.
- The user journey: a diagram of the different stages and interactions that take place in the use of a service. Each step makes it possible to describe the concrete exchanges and the reactions (emotions, questions) of the user. The time that elapses between each step can be specified, as can the most important moments.