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Design Thinking or user centred design? SAME?

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Design Thinking is an approach to creative problem solving by David Kelley, Terry Winograd and Larry Leifer from Stanford University. The basic idea of design thinking is, that particular genuine interdisciplinary teams can create outstanding innovations. The Design Thinking Process aims to bring together different possible experiences, opinions and perspectives on a problem. Design Thinking grew out of the industrial design. Therefore, it is aimed primarily at the development of innovative products and services that are aligned to the needs of the people.

Basic assumption of the design thinking is that innovation occurs at the intersection of the three equal factors human, technology and economy. Innovation combines therefore desirability, feasibility and economy. Design Thinking states that all three factors must be considered, because only then put through an innovation.

The design thinking approach is “human-centered” – that is people-oriented. The first step is to observe, identify and understand the needs of the target group. From insights gained are the starting point for the actual generation of ideas. By early build and test prototypes ideas are quickly implemented and evaluated. The focus is less on the detailed elaboration of ideas, but rather on extensive experimentation and gathering new insights. By repeating and alternating the various steps created an increasingly better understanding of the problem and possible solutions.
Requirements for Design Thinking: interdisciplinarity and T-profile

Design Thinking brings together people from different disciplines, departments and hierarchical levels. This has two important positive effects:

It comes to the exchange of expertise and methodological skills between disciplines. The team thus has broad knowledge and solution expertise.
Each team member brings his own perspective and his own experiences with one.

A process model for design thinking is creativity as well as other process models intended primarily for orientation and coarse structuring of creative processes. The steps of the ideal-typical design thinking process are not necessarily to go through one by one. The backward and forward navigation in other phases at any time is welcome. For example, sometimes generate participants shortly after the start of ideas for the solution or tinker simple prototypes to better understand the problem.

User-centered design (UCD) is a process (not restricted to interfaces or technologies) in which the needs, wants, and limitations of end users of a product, service or process are given extensive attention at each stage of the design process.

Now is design thinking a new management method? Or is it a way to try to convince the management in another way?

DESIGN Thinking ISO 13407: Human-centred design process
design-thinking-zyklus-300x293 iso-9241-2106
understand understand the problem area. Identify needs understand the problem area.
observe exploration of the target group is by observing, questioning and interacting
to understand the target group and their needs
Context of use exploration of the target group is by observing, questioning and interacting
to understand the target group and their needs
Point-of-view insights gained are now brought together in a common position Specify requirements Specify requirements out of the user needs for a new tool, service or product
ideate the idea generation takes place
idea proposals are structured and combined similar as possible
Ideation & conception Ideate and create
prototype selected ideas quickly using prototypes Prototype & test Do prototyping and testing in an iterative process until you have the best solution
test an open dialogue with the target group is

Now is design thinking a new management method? Or is it a way to try to convince the management in another way?

Do you want to know the difference?
Come to the World Usability Congress!