How can entrepreneurs leverage design thinking to solve complex
problems and navigate uncertain environments?
Design thinking is a process commonly used by
designers to find the solution to complex issues, navigate new or
uncertain environments, and create a new product for the world.
Design thinking uses core elements and skills of play, empathy,
reflection, creation, and experimentation to collaborate, create,
and build upon findings. In design thinking, failure is not a
threat, but an avenue to further learning. Through observation,
synthesis, alternatives, critical thinking, feedback, visual
representation, creativity, problem-solving, and value creation,
entrepreneurs can use design thinking to identify unique venture
opportunities.
Design thinkers welcome difficulties and constraints, as these
pave the way to innovative ideas and solutions. It is important,
however, that these ideas are feasible, viable, and desired by
people.
There are three main phases of design thinking: inspiration,
ideation, and implementation. The problem, or design challenge, is
the inspiration. Ideation is a creative process of solving the
design challenge based on observations. Ideas are turned into
actions in the implementation phase. Possible solutions are tested
through experiments to create the best version of the product. In
all of these phases, there are two main types of thinking:
convergent and divergent. Convergent thinking moves from broad
thoughts to concrete understanding, where the thoughts from
divergent thinking can be narrowed down to the most promising ideas
and solutions. Divergent thinking uses the imagination to open the
mind to new possibilities and solutions, and ultimately become more
innovative.
Stanford Design Thinking
IDEO 6 Tips
Always say yes to an offer. Whether the other
person offers you a glass of water, snacks, or even a tour of their
home, you should always accept. This small gesture allows you to
transition from a researcher to a guest in their home. It’s always
important to spend time building rapport, even if your initial
conversation feels completely off topic. Later, when you actually
dive into your research questions, the conversation will flow more
freely.
Wear generic clothing. Oftentimes, clothing
can communicate social status or reflect personal taste that others
may disagree with. It’s better to make yourself as neutral as
possible so that you can fit in with people of all backgrounds. Try
to avoid wearing logos or looking too fancy.
Treat people like partners in research. The
people you interview aren’t just research subjects or data points.
Instead, you should be transparent with them and show that you
value their input. Their stories and feedback play a huge role in
what we end up designing, so it’s great to let them know why they
are a fundamental part of our project.
Leave comfortable silences. When it seems like
the other person is finished speaking, most people feel the need to
immediately move on to the next question. Instead, you should
create some space by just nodding and writing things down—it gives
the other person room to continue speaking beyond the parameters of
the previous question and to perhaps reveal information about
themselves that you wouldn’t learn otherwise.
Take the spotlight off the other person. As
part of our design process, we like to bring provocations into
research sessions. This means that we sketch out rough concepts to
show the other person, and we ask them for feedback. By shifting
our attention from the person to another object, we can remove any
pressure they're feeling. These outside objects also allow
participants to communicate in a nonverbal way—the way they
interact with them can reveal tacit attitudes or behaviors. As
a side bonus, you get to bring home some tangible artifacts that
you can refer back to during the design process.
Try very intentionally to fall in love with each
person (even if it’s just a little bit). Even if you don’t
naturally click with someone, you can always find something you
truly appreciate about them, whether it’s their voice or their
passion for the topic at hand. When you want to fall in love with
someone, everything changes—your curiosity about their life story,
your body language, and your empathy toward their situation. These
small shifts will show your interviewee that they don’t have to
perform or show the “best” parts of themselves, because they can
tell that you're deeply on their side. Even after the interview,
you'll find yourself coming up with better ideas because it’s much
easier to design for someone that you love.