#2 Design Thinking Micro Course
Part 2 - Getting to the core of the problem
Ok so now you know what design thinking is, let’s get stuck into how to put design thinking into practice. While it’s inherently flexible and requires you to ‘think-on-the-run’, design thinking is best approached using a broad and adaptable structure or process. This design thinking process is made of seven steps, which we’ll cover throughout this Micro Course. Today, we’re going to start from the beginning- getting to the core of the problem.
Deciding on the central issue to solve
As Ducere Global Leader Evan Thorley so pointedly observes, the problem (for the most part) starts with the customer. What do they need? What challenges do they face on a daily base? What annoys them? Important here is a need to empathise with your customers. Know how they think, how they feel. Put yourself in their shoes. The dichotomous nature of the business/customer relationship therefore needs to dissolve- instead, you need to become a customer, and your customers need to become a part of your business. A good place to start is to become involved in their online communities and create a relationship that really places them at the heart of your business. It’s here that you will find your problem.
"When somebody tells me about their business, I want to start with who is the customer and what is it that they can’t currently get… what is the problem that you’re going to solve for that customer.. And then we’ll get to how are you going to solve the problem for that customer, and then we’ll move on from there."
Mr Evan Thornley - Executive Chair, Same Business Different Outcome Ducere Global Leader
Focusing on the positive result
While the problem is the catalyst, the solution is the driving force. Design thinking is unique in that it’s very much solutions-based. When you undertake design thinking you must always have an eye on the desired state. If the bread is stale then the focus is on offering fresh bread. If the iPhone case comes in a limited range of colours that aren’t appealing, then the focus should be on how can we design and manufacture better looking cases. Does this seem a little obvious? Probably. But the point is not to just think about the end result, but instead let it drive the whole process. An athlete will never become an Olympian if all he does is focus on his training, and doesn’t dream about winning Gold. So let the result be the reason and the outcome. Constantly remind your team. Write it on the walls around the office. Make it your motto. Focus on the desired result; it’s much more effective then focusing on the problem. And it’s more fun!
Initial Research
Ok so let’s forget about classic market research here for a second. Erase it. Clear it from your memory. It's unnecessary – well not unnecessary always - but in terms of design thinking it is. See in design thinking while its good to know what is, there should be an emphasis on what will be. Because of this approach, research becomes more of an ongoing task which will shape your innovation as it moves through the design thinking process. In particular though, become familiar with:
- the history of the idea,
- the obstacles (and potential obstacles)
- prior ‘solutions’ (that didn’t actually work), and
- thought leaders on the issue.
Unlike classic market research which requires a comprehensive understanding of competitors, the industry, suppliers… design thinking research is more specific. Trim it down. Look at what matters, and know your customer. That’s the most important thing. And when you uncover your problem, and understand our customer needs, you have the opportunity to form a user-perspective understanding of an issue that your design will be able to tackle.
Key Takeaways
- Empathize with your customers and involve them in your decision making process in order to truly understand their needs and problems.
- Focus on the desired result; it’s much more effective then focusing on the problem.
- Research is ongoing rather than static, and should be short and sharp