A COMPASS FOR INNOVATION

Fazmina Imamudeen values the concept of design thinking and its potential

As Sri Lanka grapples with what is seemingly the tail end of the economic crisis, the need for innovative solu­tions has never been more pressing. In the words of Steve Jobs, “innovation distinguishes between a leader and a follower.”

Design thinking, which is a problem-solving approach that’s gaining global momentum, may be the compass Sri Lanka needs to navigate the treacherous waters. It’s more than simply a buzzword; it is a versatile framework that can unlock limitless potential.

The Co-chair of innovation and design firm IDEO Tim Brown explains: “Design thinking can be described as a discipline that uses the designer’s sensibility and methods to match people’s needs with what’s technologically feasible; and what a viable business strategy can convert into customer value and market opportunity.”

By putting human needs at the centre of problem solving, it enables companies to create innovative solutions that cater to customers’ desires and unmet needs. It is all about questioning assumptions and implications to uncover fresh perspectives.

According to Brown, “design thinking is a human centred approach to innovation that draws from the designer’s toolkit to integrate the needs of people, the possibilities of technology and the requirements for business success.”

By fostering empathy, creativity and experimentation, it provides a structured approach to problem solving that can generate excitement for new ideas and lead to solutions that meet people’s needs in meaningful ways.

Design thinking is not simply another design approach; it’s a mindset that promotes collaboration and empathy. By embrac­ing an experimental mindset and a willingness to challenge preconceptions, it can revolutionise HR, finance, marketing or operations teams, and turn them into lean and agile profit centres.

It aims to tackle complex problems that often need to be defined or properly understood. By questioning assumptions and implications, design thinking encourages a fresh perspective to problem solving. Engaging in continuous experimentation through prototyping and testing is a critical aspect of this process.

Design thinking is about approaching problems with an open mind, challenging preconceptions and exploring new possibilities. Its true value lies in the ability to create solutions that are deeply rooted in customer needs and wants. Adopting this process is essential to staying ahead
of the game in a competitive market.

It follows a five stage process that’s aimed at exploring beyond conventional limits.

The first stage is ‘empathise,’ which entails understanding the needs and priorities of the user. In the ‘define’ stage, problem statements are formulated to gain a clear understanding of the problem at hand. The ‘ideation’ stage involves brainstorming to come up with unconventional and innovative ideas.

Following this, the ‘prototype’ stage begins when models of the solutions are created to test them. Finally, the ‘testing’ stage involves validating the ideas by testing the prototypes.

Design thinking is essential because it can solve complex business problems and this makes it an indispensable tool for any industry. Some of the big players in the market such as Toyota, SAP and IBM have used design thinking to add­ress their design related issues.

The customer centric focus is especially relevant today when their needs must be prioritised in the business world. Design thinking can also optimise business processes bybalancing customer needs with economic feasibility. With design thinking, you can find solutions to problems you may not have thought possible before.

It’s more than simply a fad in the market; instead, it is a powerful tool that can lead to innovation and competitive advantages. By minimising the uncertainty and risks associated with innovation, design thinking provides a clear road map for companies looking to create value for their customers.

Through real world experiments and prototyping, businesses can gain invaluable insights that can help them refine their strategies and stand out in a crowded market.

The value of design thinking has been widely recognised with more and more user centred businesses requiring its implementation. From Harvard Business Review (HBR) to Forbes, experts have sung the praises of this approach and touted its ability to deliver a proven return on investment (ROI), and provide a competitive edge.

Design thinking is not a passing trend but a new way forward for designers looking to create impactful solutions in the foreseeable future.