The constitutive characteristics of Design Thinking

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IDEO was probably the first design and consulting firm to have put into practice the concept of “ human-centered design ”. In an attempt to find effective and decisive ideas, IDEO integrates into a single strategy the investigation of people’s desires , the investment in opportunities created by technology and attention to business needs . Its declared objective is the development of the ability to anticipate and make the future tangible, producing at the same time a positive impact on cultural, environmental, ethical and social systems.

Design thinking according to IDEO integrates into the same strategy what is desirable from a human point of view, what is technologically feasible and what is economically feasible.

Desirability : What really matters to people?
Feasibility : What is technically possible to achieve?
Viability : What can become part of a sustainable business model?


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The main phases of the Design Thinking process
The innovation process made possible by Design Thinking is divided into different phases and includes activities such as context and demand analysis, problem research and definition, ideation and generation of solutions, prototyping, user testing. Let's try to delve deeper.

Although for convenience we tend to describe the phases of Design Thinking as successive, the process is rarely linear; on the contrary, the different steps develop with an irregular and iterative progression.

Framing the problem . In this phase all the attention is focused on the people for whom the solution is to be designed. The attempt is made to identify the specific question that must be answered in order to give people what they need. Rather than accepting a problem as given, designers explore its context, attempt to reinterpret it, restructure it, and frame it from other angles.

Search for inspiration. Suggestions on the path to follow to find effective and perhaps unexpected solutions are out there , in the external world. Inspirations that can be gathered by observing customers while they live, buy, consume.

Idea generation. In this phase, inspiration must be used concretely to formulate israel whatsapp resource ideas for products or services or experiences. The attempt here is to overcome the obvious, the already seen, what we have perhaps always taken for granted and that if observed from other points of view can offer an innovative way of solving complex problems.

Realization of ideas. It is time to build “rough” and indefinitely perfectible prototypes – never final versions.
Prototype Testing. Testing the prototype, gathering feedback, repeating. This phase is essential to observe “in the field” what works and what doesn’t of an idea.

Story of the experience that led to the innovation . Once you have arrived at the solution that allows you to answer the initial question, you need to create and share a story to present it to colleagues, customers and stakeholders (better: multiple stories, each tailored to the specific target audience).
Some of these steps are bound to repeat themselves and you may have to proceed by leaps and bounds, back and forth, countless times.

Design Thinking is much more than the concatenation of steps and procedures; it is a real mindset, an alternative to technical rationality, which integrates creative resources and lateral thinking in a structure of experimental evidence. Thanks to this intrinsic property, it can be used profitably to support marketing activities.