By Jim Mikula, President/CEO
The origins of “design thinking” are not precisely known, but the concepts can easily be traced back to the 1940s and 1950s. The term surfaced in the 1960s in engineering, independently by John E. Arnold and L. Bruce Archer and by R. Buckminster Fuller in problem solving. In the 1990s, David Kelley and his firm IDEO brought attention to the methodology with their co-creation of famous products such the first mouse for Apple, and progressing into arenas such as patient experience in hospitals.
You might think that it’s a leap to go from creating a mouse or folding laptop to creating a patient’s journey in a hospital, but the principles are the same. Design thinking is a human-centered approach to problem-solving and innovation that emphasizes understanding the needs of people and creating solutions that are novel and useful. It works in organizations of all sizes, and it can be a powerful strategy to innovate and improve processes.
While searching online, I found a company called Voltage Control, which is a unique training company whose repertoire includes design thinking. They have summarized the concepts in six steps: Empathize, Define, Ideate, Prototype, Test, Iterate.
1. Empathize
Understand Your Customers: Engage with your customers to understand their needs, pain points, and behaviors. This can be done through surveys, focus groups, or casual conversations. You might try this with your internal customers - your employee or coworkers. Consider the needs and challenges faced by your employees or coworkers to create a more productive work environment.
2. Define
Identify the Problem: Based on the insights gathered, define the problem you want to solve. Challenge your assumptions and ensure you're addressing the right issue. Create a Problem Statement: Formulate a clear problem statement that guides the rest of the process.
3. Ideate
Brainstorm Solutions: Think of ideas in a free-wheeling way. If you’re partnering with others, encourage creativity and don’t self-censor…even silly or half-baked ideas may have a germ of an idea you can upon. And, don’t stop with the first good idea: it may take lots of ideas that produce even one great idea. Use techniques like brainstorming, mind mapping, or divergent thinking to foster innovative ideas.
4. Prototype
Create Prototypes: Develop prototypes of your solutions. These can be simple flow charts for a new process to increase efficiency or reduce the steps for a customer to make a purchase or donation. It could a “low tech” trial of something you would automate. A more complex model might be modifying a CRM system to focus more on consumer satisfaction.
5. Test
Test and refine: Use prototypes to gather feedback from users and refine your solutions based on this feedback. You may have to create several prototypes before finding one that works. Implement and Evaluate: once you have refined your solution, implement it and monitor its impact. Be prepared to iterate further if needed.
6. Iterate
Continuous Improvement: Design thinking is an iterative process. Continuously gather feedback and continuing to refine your solutions will ensure that you are meeting your customers/guests/members needs effectively.
Some applications of Design Thinking in small organizations:
• Streamlining Processes: Use design thinking to identify bottlenecks and improve operational efficiency.
• Enhancing Customer Experience: Apply design thinking to understand customer pain points and create more appealing products or services.
• Improving Employee Experience: Design thinking can help create a more engaging and supportive work environment for employees.
If you are interested in learning more about Design Thinking please reach out to us (info@fbgtxchamber.org) and we can schedule an appointment explore how to use Design Thinking in your organization.
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