20 April 2020
Solving real world problems
How much do you know about the design process of an agency these days? It’s a question we get asked a lot, as there can be a cloud of mystery over the whole thing. Are designers magical, as they continue to produce amazingly creative products?
No…. so here is a little glimpse into how we do it.
Design Thinking – the holy grail of innovation
Every client that has walked through our doors, has a specific problem that needs solving. Mostly they are aware of it, but occasionally it’s found out at the start of our journey together. As such each project has been so different, that a fixed rigid traditional process just doesn’t work for us.
We take our clients on a journey of creative collaboration and discovery, with the belief that everyone is creative and that ideas can come from anywhere. It’s extremely important for us to have everyone involved in our process from both sides and various roles, not just designers.
Design Thinking is at the heart of this process, it helps us foster a culture of innovation and lets our team generate and test ideas creatively and effectively. Whether we’re trying to make a beer bottle that won’t smash when hit with a cricket ball, or solve complex web based problems. We apply Design Thinking through a series of design sprints and creative workshops.
So what is Design Thinking?
Design Thinking is a methodology that uses creative activities that fosters collaboration and seeks to solve complex problems in human-centered ways.
The core focus is on empathy. Your users/customers should be your No.1 priority. When you empathise with them and take inspiration from their needs, feelings and motivations, we can create meaningful solutions to actual problems. So an essential part of the process involves stepping into the user’s shoes and building genuine empathy. We adopt a “beginner’s mindset,” immersing ourselves into the user’s experience in order to uncover pain points and hidden areas of friction. By remaining open and curious we change problems into questions that need to be answered, giving us an opportunity for creativity.
Next we move onto ideation. During this phase we focus on creating as many ideas and potential solutions as possible. Instead of trying to think of one perfect solution, we look at it from all possible angles. We especially love to encourage wild and bold ideas; more often than not this leads to radical solutions.
Then the fun really begins as we start the experimentation phase. By turning ideas into prototypes at an early stage, we can test and make changes based on user feedback. Uncovering flaws and shortcomings by intentionally trying to break it, allows us to polish and refine our ideas. Prototypes can come in many shapes and sizes depending on the project but their main function is to validate and test our theories quickly and with minimal repercussions.
We’re all facing challenges
The challenge that every company faces is to continue to be innovative in order to maintain or create an advantage in their respective markets. In the current climate this is even more relevant.
Utilising Design Thinking can transform the way your company develops products, services, processes, and strategy. But this can’t be a one-time affair; it needs to be worked into your company’s DNA. You have to take a leap of faith and believe in the process.
The key thing to remember is that as long as you stay focused on the people you’re designing for and listen to them directly you can arrive at optimal solutions that meet their needs. Creating lasting value.