Design thinking is a human centered process and mindset for problem solving that starts with understanding the people you are trying to reach and ends with a final solution that they will embrace. There are many ways of visualizing a user-centered development process (just google Design Thinking!) but there will always be elements of empathizing with the users, prototyping or experimenting, and working in iterations where learning compounds over time.
The picture shows how we are describing the user-centered innovation loop in the Social Innovation Booster's community and Booster Programs. During your business journey, you will go through countless iterations of this loop. In each iteration, you alter between understanding the problem and exploring the solution, which allows you to always determine the root cause of the problem you are solving. The quality of your final outcome will be in direct proportion to your ability to identify the right problem to solve.
1. Empathize. Empathizing with the users is the foundation of designing a great service. As your users won’t know they want something that doesn’t exist yet, qualitative research like semi-structured interviews will be useful here. Qualitative methods are useful when you need to understand and discuss complex issues as it allows you to get an in-depth understanding of the problem you are solving early on in the development process. As a complement to your semi-structured interviews, you can use trigger material; illustrations, or other artifacts, that triggers a response from the user. By adding visuals to the discussion, it becomes easier to put words on abstract thoughts for the user. The aim with using trigger material is not to get yes or no answers to your ideas, but to understand what is relevant and how THEY would develop it, by asking open ended questions related to the visuals . Read more about how to use trigger material for empathizing here.
2. Analyze. In the analyzing phase, you will unpack the stories you have heard during the interviews. In some areas, you will notice that you have gained saturation, and these will form your key findings. Saturation means that something is important for many respondents. A pattern of the same needs, expectations and behavior. No new themes are coming up when you’re interviewing more people.
3. Ideate. Ideation is the transition where you go from identifying problems into exploring solutions. In the design process, you will be altering between converging and diverging, widening and narrowing down. During the interviews you were widening your minds to understand the user perspective and the context of your service. In the analys, you were narrowing down. Ideation is about widening up again.It is important that you define the right problem to address. That is why you should use the insights as a base for your ideation. We want our ideas to be grounded in real needs. Before you start with the ideation we need to embrace a mindset of curiosity, by following the mindset rules.
4. Prototype. The aim with prototyping is to clarify the ideas and narrow them down. The prototypes don’t need to be advanced or take a long time to create. What is more important is to quickly create something that you can get feedback on, so you can go back, adjust your idea and prototype it again. The simpler and more sketchy the prototype is, the more you open up for the users to co-create, and imagine their own version of it. Also, the more simple the prototype is, the more open will YOU be for changing your ideas. There are many different ways of prototyping your service, at different stages; live prototypes, co-creation sessions etc. If you want to learn more about different ways of prototype, you might be interested in reading our post How to prototype your service with your users as co-creators
5. Iterate. Design thinking is a process with a natural flow from research to rollout. By repeating these steps during your different phases in the development of your solution you will ensure that the solution meets the objectives and needs of the users, as well as aligns with the organizations purpose and "why". Keep iterating toward the right solution.
The idea development journey - from idea to sustainable business
Are you interested in learning more about how to develop your idea with a human-centered approach? Then you should enroll in one of our Booster Programs. The Booster Programs are 5-7 weeks online program. It is a very hands-on program where I work together with you to develop your idea or business. You are part of a small group and get a lot of individual coaching and peer support along the way. Read more about our programs here