What is Design Thinking? An Intro to the CMR 442 Design Thinking Project
Design Thinking is human-centric (IDEO U). This means that as designers and inventors, we work hard to learn as much about the end-user as we can. We also focus on solving problems that users, clients, or customers may have. Using the Design Thinking approach, we work through phases repetitively until we have a solution. Depending on the source, you may see different presentations of these phases. In short, they can be defined in three phases: empathy, ideation, and experimentation. The d.school at Standford University presents a five-stage process, adding Defining and Testing to the approach. One could argue that testing and defining are built into the other phases in the simpler model. Either way, the process is best utilized with the understanding that you can flow back and forth through the process.
Empathy means that we view the world as our user, client, or customer does. To do this, we need to collect data. While there are many ways we can collect data, we will focus on interviews and observations. Other ways include surveys and focus groups just to name two. For observations, it is important to focus on the environment, the people, their actions and conversations, and any subtle and nonverbal factors. For interviews, ask questions about user needs, experiences, values, and expectations.
That leads to Defining. Before we started empathizing, we had an idea of what we wanted to do. But now that we have collected data, we are in a better position to more clearly state our problem/project focus.
The Ideation phase is all about ideas, and Design Thinkers use a variety of creative exercises including brainstorming to help develop a range of ideas. Not all the ideas will lead to solutions but having several ideas to work with is important. Other tools can also be helpful including Customer Centered Job Mapping, Journey Maps, and others.
After Ideation comes Prototyping. Prototypes do not need to be complex or even working models, especially early in the Design Thinking process. Quite often, Design Thinkers start prototyping using construction paper, playdough, old boxes, etc. After designs are tested and refined, more complex tools and approaches are used, many of which are available at makerspaces. These tools can include 3D printers, laser engravers, CNC machines, multimedia production facilities, and more. Here’s a link to the resources provided in the Miami University Middletown Library Makerspace.
NOTE: Due to the closure of the Middletown campus library, access to the makerspace is not possible. Prototyping is all about being creative, so you can go about prototyping in many ways – drawings and sketches, videos, presentations, etc. If you would like to prototype a model, please contact the instructor, Tom Mays, for additional information.
Testing is where you put your prototype to the test. The way you conduct your testing will depend on the type of project. Products and processes can be demonstrated (or described if prototyping is too difficult at that particular stage). The most important part of this phase is gathering feedback from those testing the product, service, process, etc.
In a sense, the second empathy stage is a part of the first testing phase. You gather data about how well the prototype addresses the user, client, or customer’s needs. That feedback carries the Design Thinker through another round of the ideation phase, then the prototyping and testing. The process can repeat itself as often as is necessary. For this course, you are expected to complete the process twice.
For your project, you need to come up with an idea for a new product or service, or you might want to start with a problem that you want to solve, and then either a product or service evolves from that. Here are some ideas to get you started thinking about your own project idea.
Problem/opportunity area: Entertainment
Product/service: New sport, boardgame, mobile app
Problem/opportunity area: Automotive
Product/service: Phone holder, accessory tray, charging station
Problem/opportunity area: Phone
Product/service: Stand, case
Problem/opportunity area: Environmental concerns
Product/service: Recycling processes, community education programs
Problem/opportunity area: Cafe
Product/service: rewards program, ordering and preparation processes
Problem/opportunity area: Education/Tutoring
Product/service: Mobile app, tutoring processes
After you come up with a problem or new idea, interview people or conduct observations to learn more about what it is you want to do (Empathy stage). Then, come up with several ways you can address the problem or different innovative products or solutions related to your idea. Journey Maps and Customer-Centered Job Mapping can help with these first two stages. Next, develop a prototype. Prototypes can be simple models, written plans, diagrams, videos, etc. that detail the solution or approach to the solution. After that, the process starts over with getting feedback from people about the prototype. If developing a product or service, observation may also yield important information that can help you refine your idea as the Design Thinking process continues through each phase.
Be sure to review all the materials in the course on Design Thinking. They have been posted in the Design Thinking Resources module for easy access.
References
d.school (n.d). Bootcamp Bootleg. Retrieved from https://static1.squarespace.com/static/57c6b79629687fde090a0fdd/t/58890239db29d6cc6c3338f7/1485374014340/METHODCARDS-v3-slim.pdf
IDEO U. “What is Design Thinking?” (n.d.). Retrieved May 16, 2019, from https://www.ideou.com/blogs/inspiration/what-is-design-thinking
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