We generally tend to think in a systematic, linear and analytical manner when it comes to problem solving. Although there has been talk of alternative or creative thinking, the natural tendency is to rely on analytical thinking most of the times. In design thinking(DT), solutions to problems are designed by collaborating extensively with the end users. It makes possible innovative solutions based on how real users think, feel and behave. Unlike as in the case of linear thinking, design thinking goes beyond the obvious and looks at creative solutions. Design thinking was adapted for business purposes by David M. Kelley, who founded the design consultancy IDEO in 1991.
There are five specific steps to the design thinking process:-
1) Empathize: Find out more about the people for whom you are
designing a solution as also their needs & concerns. Answers to questions such as "Who is my user? What
matters to this person?" can be obtained by observation and interviews.
2) Define: What are their needs? - create a point of view that is based on user needs and insights and come out with the problem statement.
3) Ideate : Brainstorm and come up with as many creative solutions as possible including "wild ideas".
4) Prototype: A prototype is like a rough draft. How can I show my idea to others- A representation of one or more of your ideas.
5) Test : Share your proto type idea with your original user and obtain feedback- what works? what doesn't?
Case Study: Design thinking was applied effectively and incorporated into their planning process by the Rotterdam eye hospital, Netherlands for transforming patient experience from a grim, anxiety ridden one to a more pleasant experience. In line with the first step of the DT process (Empathaize), the staff of the hospital set out to understand the target user - the patients and their main concern. It was established that most patients come into the hospital with the fear of going blind.
Under step two (Define), they determined that reduction of fear should be a priority. Accordingly, problem statement was developed on the lines " Patients coming into our hospital need to feel comfortable and at ease." Brainstorming for potential solutions from a range of likely and unlikely sources was done under step three (Ideate). As for example to understand scheduling better, they looked for inspiration to leading airline company KLM and to a supermarket chain Albert Heijn. For operational excellence, they looked at other top hospitals.
For step four ( Prototype), the team presented the most promising ideas to the caregivers of the hospital and took their inputs and feedback which formed the basis for informal small scale experiments (Step Five-Test) used as tests for potential solution. The best ideas that worked spread organically to other groups who adopted them with enthusiasm.
The design thinking approach enabled the Rotterdam Hospital to address the needs and concerns of their customers, finding effective solutions and enhancing user experience of patients. As a result patient intake increased by 47%. The hospital has subsequently won several awards for safety, quality and design.
As discussed, design thinking with its focus on the user can be profitably employed by us widely throughout the company. HR would have an important role to play if it is to be developed as a copmany wide culture of the organization.
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