Businesses and organizations always face great difficulties in making decisions concerning important issues. It is challenging for organizations to solve problems that are inevitable in their respective fields of operation. It is essential for the management organs within organizations and all employees to find workable solutions to the challenges that threaten their efforts aimed at achieving success. One strategy that has been repeatedly proven as an effective problem solving protocol that is worth adoption by business organizations or professions is design thinking. When using design thinking to solve a problem or to arrive at an important decision, a business uses a combination of critical and creative thinking that ensures that the decision made is effective. Businesses that seek to achieve big results in their operations use design thinking to enable them organize ideas, improve their situations and acquire knowledge that can present an opportunity for them to move forward and create competition that characterizes the global market. Design thinking is credited for being a mindset with the main aim to arrive at solutions to the prevailing circumstances instead of focusing on the problem.
Design thinking is a formal way of finding practical and creative solution to problems. The solution-focused thinking allows businesses to make critical decisions after considering the future and the chances that the decisions they make will remain valid in the long run. It works with close consideration of the future results as it starts with a consideration of the overriding goal of facilitating a better future situation as opposed to other problem solving approaches that only aim at solving particular problems. Design thinking helps remove businesses from dilemma by weighing the current and the future aspects of a problem. The approach enables businesses to explore alternative solutions before choosing the one that can give the best outcomes in the short and long run.
Design Thinking Literature
The concept of design thinking has been realized to be very essential in different field. Educators, business persons and professionals in different spheres use design thinking as a perfect way to overcome different unwarranted situations. In simple terms, the discipline applies people’s sensibility and relates it to their needs in comparison to what can be achieved with the available technology. When used in business, it helps identify workable business strategies that can assist in solving the problems that exist in the market by converting it to business opportunity. The success that is realized with the application of design thinking is attributed to the fact that the problem solving protocol involves extensive perspiration.
Design thinking approach is different from other methods of problem solving and decision-making. For example, it is different from the analytical scientific method. When using analytical scientific method, one needs to start by extensively defining all aspects of the problem in an attempt to reach a solution. On the other hand, problem investigation and solution identification are done by using the known and the unknown aspects of the prevailing situation. By using the clear and the ambiguous aspects of a problem, design thinking facilitates identification of unclear aspects and presents alternative measures that can be taken to attain the desired goal.
It was traditionally known that design is a downstream step in the process of facilitating a development agenda. Based on historical perceptions, design has been associated with the situation where designers emerge to finalize an idea in formulation or innovation of which they did not participate. Such perception needs to be corrected by looking at design as an approach that has stimulated market growth in immeasurable ways. For example, design thinking is responsible for introduction of new products in the market that give possibilities for customers to choose what to purchase. Besides, design thinking has increased the aesthetic attractiveness of emerging technologies, hence, increasing their appeal to customers. Moreover, design thinking approach is used by advertisers to promote positive perception of different brands by use of attractive, evocative advertisements. The importance of design thinking has increased alongside with the technological advancements. In the late twentieth century, much value was attached to design as it gave competitive advantage to those who deal with electronics and consumer packaged goods.
Currently companies have changed their perception regarding the role that they attributed to designers. As opposed to the past when designers were relied upon to improve the already developed idea and make it more attractive to consumers, designers are currently depended on the creators of ideas that suit consumers’ needs. The second role helps in creation of admirable forms of value as it is strategic and different from the first role that is mainly tactical leading to low levels of value creation. For businesses to excel in creation of new forms of value, it is vital to apply design thinking as the perfect approach that can guide them in linking perceived market demands and the actual customer desires. The future focus of design thinking enables businesses to predict the anticipated market trends based on the observed trends. As a result, it enables organizations to capitalize on the scanty information that is available and use it alongside with ambiguous imaginations to create products that turn out to be the best in the market. Businesses face stiff competition for maintenance of their market share. The most reliable way of going ahead of competitors is to introduce new products, help them attract new customers and retain them.
The world is increasingly becoming developed, hence, making economies to change from industrial manufacturing towards a focus on knowledge and service delivery with innovation, taking the centre stage. Businesses are not solely reliant on material products but they have resorted to the new kinds of services, forms of entertainment, IT-driven interactions and modern communication and collaboration methods. The new approaches that are given to the modern interactions are regarded as human-centred ventures that call for design thinking to help in decision-making. Modernization has posed a great challenge to the old order and businesses have to deviate from the norm that is characterized by constantly conducting their operations in a particular style. Technology has turned the world to a global village. No single business can comfortably boast of enjoying monopoly power in provision of a given product or service as customers are presented with a wide range of choices as a result of e-commerce. To maintain its market relevance, any business or profession can use design thinking as a trusted problem solving protocol to facilitate creative and critical thinking leading to the creation of unique ideas. Remaining relevant in the global market means to be unique. On the other hand, uniqueness is only achievable through provision of new products, services and development of new ideas alongside with the dynamic customers’ needs.
Own Definition of Design Thinking
Based on the literature on design thinking, the concept can be described in a broad sense as a methodology that uses innovation with a human-centred focus to present viable short and long term solutions. Such definition is regarded from the point of view that innovation should be based on a clear understanding of people’s needs and their displeasure with given products and services. Initiatives that are taken to seek a solution to current problems have to be based on an extensive analysis of current situation and prediction of the possible outcomes.
Design Thinking Application
Several examples exist that demonstrate how big companies apply design thinking in their daily operations. Some of the companies that lead in the application of design thinking are Apple and Google. The companies are known for their high innovative capacities that make them the leading users of design thinking. However, it is necessary to note that design thinking works for every type of organization irrespective of the size. More established companies may face implementation challenges in their attempt to use design thinking. However, successful implementation of the approach leads to a justification of the idea that the result justifies the means. Entrepreneurs need to understand that they have a significant role in creation of design thinking culture and in its implementing and maintaining.
The first illustration of design thinking application is the creation of electric light bulb by Thomas Edison. Edison created the bulb to provide a solution to lighting problem. Upon creation of the light bulb, he realized that the problem was not fully solved. He had to generate a new idea that led to the creation of the electric power generation and transmission system. He made the decision to create the system of electric power generation awing to the understanding that the functionality of the light bulb was highly reliant on the availability of a reliable power system. In his generation of ideas to improve the existing situation, Edison was moved by the idea that users’ needs had to be the focus of innovation. He dedicated his efforts towards development of a marketplace and not only less useful devices. He had a sharp focus that enabled him to foresee a future challenge that light bulb users would encounter. Due to his sharp focus, Edison made efforts to ensure that he unveiled the electric power system.
Another remarkable application of design thinking is evident in the way Kaiser improvised innovative ways to improve the quality of patients and health care givers’ experience. Kaiser took the initiative of educating nurses and administrators on the techniques of design thinking. For many months, Kaiser’s teams took part in workshops that were supported by IDEO. The workshops developed several innovations that the company introduced.
One of the innovations that were introduced is a project that was intended at facilitating nurse shift changes, which were introduced at four Kaiser Hospitals. The innovation is a clear indication of a wide nature of innovation and the essence of general or holistic design approach. At the initial stages of the project, the main implementation team worked together with nurses to identify the cause of challenges encountered with the occurrence of nurse shift. In the process of doing the research, the team realized that much time was wasted while informing of patient’s status by the departing shift to the new one. The innovative information exchange technology that was introduced was capable of recording face-to-face conversations. The innovation team used brainstorming and intensive prototyping to understand how the situation could be improved. To enhance efficiency during nurse shifts, a new design was introduced where nurses had to pass on information in front of the patient instead of doing it at the nurses’ station. The innovative system that was introduced helped limit time wastage and to enhance accurate briefing on patients’ status during shifts.
As mentioned earlier, Apple is one of the leading companies with regard to innovation. The company uses design thinking to create new products. It is believed that Apple derives its market competence from its power to create products that everyone desires to have without exception of its competitors. The company uses design thinking to create a new generation of products and designs that enables it to find a breakthrough product within short intervals. The time frame that Apple takes to introduce new products has been decreasing from the six-year duration between the iPod and the iPhone release. Only three years elapsed between the release of the iPhone and the iPad with the iPad mini launched after only two years. The trend that Apple has taken in introducing new products shows its application of design thinking. The same applies to Google that introduced new products like the smart watch and the Android mobile operating system.
Evaluation of Design Thinking Impact on Business
Design thinking has many benefits to business. Intensified market competition has presented the need for managers to focus more on innovation as their main differentiation means. Moreover, by use of design thinking the businesses can understand the needs of their customers, create products and services to satisfy them and gain competitive advantage in the market. Design thinking should be incorporated in all business operations by cultivating more creative and human-centred company culture. Moreover, it helps limit occurrence of business failure. It occurs due to the fact that it involved the building of ideas without much limit in the process of brainstorming.
Currently, there is a need for transformation and it can only be achieved through innovation. Businesses always face challenges that can hardly be solved without innovation. Innovation is realized by design thinking, a problem solving protocol that mainly focuses on finding a solution to a problem. As has been demonstrated, design thinking is creative and practical in finding solutions, relevance of which is felt in the short and long run. Thus, it is recommended to embrace the strategy for businesses that want to be competitive and successful.
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