In its simplest form, design thinking is the process behind solving problems. Whether it be creating a logo or building a bridge, you need design to create something that works. I think a lot of people associate design with just making things that look good. They see fashion designers and even graphic designers and think that is the extent of what we do. In reality, I don’t consider myself an artist. I can’t draw for my life and without a project brief or some objective to strive for, I am lost with nothing to measure the successfulness of my work. I think the role of a designer is more closely related with that of an engineer. Civil engineers find ways to make architectural projects work while a software engineer finds ways to do new things with code. While they both work on finding solutions and use design thinking in their process, design mostly focuses on the larger picture of solutions.
This larger picture mentality can also be applied to business situations. While creating a strategy for marketing a product or finding a niche, you will likely need to implement design thinking. While selling a new product, research will help define niches by mapping competitors in the same space which can be used as a basis for strategy. While building that product, information on customers will be useful when deciding how it should look and what kind of experience it needs to provide. As a key part of design, I think is found in every industry imaginable. Even after a product is successful, a system for customer service or an office space layout will need to be designed. In this context, design thinking is used in every step of the business model and is likely used by many without their knowledge.
One part of design found in many industries is user experience design. Building solutions for a specific audience is very useful in many situations and focuses more on the empathetic aspect of solutions. For example, the deciding factor for success in some of the top tech companies, is exceptional experience design. While Apple already had competitors selling computers when they started, they were able create an entire brand based on the simple and sleek designs which set them apart. Something other companies had overlooked allowed Apple to gain market dominance and become a global giant. Outside of technology, it is also used by doctors and therapists. To do their job well, the environment they use for their practice needs to be calm and soothing. Many therapists have relaxing music playing in their lobbies to create this effect while even the paint colors were chosen specifically for the emotions they incur. This is also used in restaurant situations as decorations and colors are used to cause customers to become hungrier or to make the environment feel classier or exotic. They are designed to create an experience that fits their strategy.
Design thinking can be found everywhere you look but is mostly unseen. It influences the decisions we make and how we live our lives on a daily basis. It is the basis for solving problems and what makes you wonder how some aspect of your life can be made even better.
Sources:
https://www.fastcompany.com/919258/design-thinking-what
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