Business Agility: How using Design Thinking will fix Design Thinking
Design Thinking continues to be a hot topic (this article is one of many talking about it). Design Thinking has been hyped and even fetishized but there are also voices questioning its value, impact, and relevance.
Design Thinking faces criticism for its lacking integration with business and compatibility with market reality. There are organizations that see Design Thinking as unnecessary rather than essential to driving organizational change and innovation. Does Design Thinking have to be reinvented or even replaced? Here is why not.
The misperception of Design Thinking
Design Thinking is being widely misunderstood. It is often associated exclusively with the design discipline or seen as a creativity tool that involves an enormous amount of post-its. Many mistake Design Thinking for design methodologies or the design process itself.
Design methodologies are undoubtably part of Design Thinking, but they are not one and the same thing. Design Thinking is broader and more holistic and is not limited to live within the design discipline alone. While the design discipline is a main driver for Design Thinking, it does not own it.
Design Thinking stretches across disciplines. The true potential of Design Thinking is its collaborative force of bringing the disciplines together to create a holistic product vision. The Design Thinker makes empathy for business needs part of a broader context together with human needs and desires.
Design Thinking
Design Thinking became first relevant in a time when designing products was predominantly driven by business and tech rationales. The human was seen as consumer or user (don’t be fooled — there is a predominant technocratic notion to the term “user”). The design discipline and its focus on the human was still nascent and in permanent need of fighting for consideration in terms of its relevance, its inclusion in processes, and (above all) resources.
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