What is design thinking?
More than a methodology or framework, design thinking combines the problem-solving roots of design with deep empathy for the user.
“The mission of design thinking is to translate observation into insights and insights into products and services that will improve lives.”
What’s Design thinking about?
Finding Solutions
Fresh and creative solutions to problems, but in a way that puts people and their needs first.
Human-centered
Design thinking is a human-centered approach to innovation.
Instead of starting with a problem, design thinking starts with observation and understanding of the culture and the context of a problem, rather than the problem.
The 5 Principles of Design Thinking
1. Empathize: Understand Your Audience
Understanding the beliefs, values, and needs what make your audience tick. It involves observation, watching, listening to.
2. Define: Establish a Point of View
What says all the information you’ve collected about your audience and their needs.
3. Ideate: Focus on Possible Solutions
This stage is a brain dump of ideas, come up with as many possibilities as you can.
4. Prototype: Try Out Multiple Solutions
The goal is to put the best ideas to the test. The process of building a prototype will help clarify the problem even more and offer new insights or new solutions that you hadn’t thought of before.
5. Test: Find the Best Solution
By learning more about the audience. You may discover that you didn’t define the problem correctly or failed to understand your audience. Or you might just need to refine the prototype a little.
Any stage of the design thinking process can be repeated or returned to as needed.
Case of Study: PepsiCo
How PepsiCo uses design thinking?
Let’s say: We’d put Doritos, in a pink bag and say it’s for women. That’s fine, but there’s more to how women like to snack.
For example: Women worry about how much the product may stain.
Their solution
PepsiCo released a new line of Doritos in China that come in a tray.
The chip is also less noisy to eat: Women don’t want people to hear them crunching away.
“Design is more than the aesthetics associated with products; it’s a strategic function that focuses on what people want and need and dream of, then crafts experiences across the full brand ecosystem that are meaningful and relevant for customers.”