The Roadmap to Problem Solving — Design Thinking
I myself, and I think a lot of other people, can often look at modern-day inventions and be astounded at how some of these ideas were thought up. It can easily seem as though it takes a special kind of mind to be an innovator, that coming up with one of these ingenious products can be a daunting prospect. Ultimately though, I think it really just comes down to the way in which we approach the concept. Most people can probably understand the feeling of not knowing where to start, whether it be cleaning the house or solving a market problem, that’s where design thinking shows the way.
What is Design Thinking?
“The ‘Design Thinking’ label is not a myth. It is a description of the application of well-tried design process to new challenges and opportunities…” — Bill Moggridge, co-founder of IDEO, Design Thinking: Dear Don 2010
To put it simply, design thinking is a roadmap to solving problems. It is a process that centres around consumer-based problems and finding creative, pragmatic solutions to these problems (Dam & Siang 2020). There are different variations of the design thinking process and there is no one right way to do it, but the most common follows these five steps.
Empathise:
In my opinion, this is the most important stage. It is the foundation of design thinking and will be the fundamental jumping-off point for all other stages of the process. As I said above, the key to design thinking is the focus on the human problem. This phase looks to understand and ‘empathise’ with the consumer, to recognise their wants and needs. Going straight to the source is a great way to do this, observe the consumer, or even better, talk with them.
Define:
This stage involves clearly identifying the problem you are trying to solve as explained by. Reflect on the information you’ve gathered during the empathise phase. Remember to keep it human-focused. What are the pain points? What problem needs solving? What current process could be further innovated or improved upon? Having a clear idea of the problem is vital, as it will be the reference point for the rest of the design thinking process.
Ideate:
This stage is where you really start to get the creative juices flowing. Now having a solid understanding of the consumer and a clear problem to solve, it's time to brainstorm. I like to think of this stage as the linking phase. Stage 1 and 2 are the information phases, where we research, gather and analyse information. Stage 4 and 5 are the action phases where we get the ball rolling on potential solutions. Stage 3 though, that’s where the fun is. Really thinking outside the box, explore any and all ideas. In this phase, the more perspectives the better. This is where teamwork really shines.
Prototype:
At this stage you’ll need to distinguish a few of the best ideas to start building on and, you guessed it, make some prototypes. This doesn’t mean fully fleshed out, finished product solutions. Rather rough versions that help gain insight into the practicality of the idea and potentially improve upon it further.
Test:
Test, test, test. Although it is technically the final stage, it also doesn’t mean you’re finished. This is where you find the strengths and weaknesses of your potential solution. It may mean going back to the drawing board completely, making some tweaks and improvements, or if you’re lucky this stage might show that you hit the nail on the head the first time around. Don’t be disappointed if that’s not the case though, it’s all part of the process.
How is Design Thinking Different?
“…design-thinking processes counteract human biases that thwart creativity while addressing the challenges typically faced in reaching superior solutions…” — Jeanne Liedtka 2018
Jeanne Liedtka (2018) notes that design thinking fosters creative opportunities to solve problems through avenues that may not seem obvious at first by encouraging the think outside the box attitude. It promotes a perspective based approach that allows teams to work backwards starting from a consumer problem and expanding to find solutions rather than just speculating on potential problems (Liedtka 2018). This allows for a greater allocation of resources and time toward admitted problems.
How Design Thinking Helped Those Just Getting By
American insurance company American Family Insurance (AFI) approached design firm IDEO with the aim of creating a way to help give families added financial security for when unexpected expenses arise. Initially, AFI proposed that better budgeting tools might be needed, however, through the design thinking process, the initial stage revealed the alternative consumer perspective (IDEO 2020).
The IDEO team interviewed a single mother supporting four children, gaining insight into the financial reality of her world. It became clear it wasn’t necessarily irresponsible money management or not having the financial know-how, but rather the very basic issue of not having enough money (IDEO 2020).
The design team devised a concept where certain industries' seasonal and gig nature gives rise to a need for short-term workers who aren’t looking for an extended commitment. This would idea would be developed into the platform Moonrise (IDEO 2020).
“When customers told us that having an easy way to earn extra money could improve their lives, we were compelled to pursue a solution. Moonrise is a business with a human-centered mission. We’re proud it’s part of our American Family.” — Jack Salzwedel, Chairman & CEO, American Family Insurance 2018
IDEO (2020) recounts the prototype platform testing in Wisconsin over the course of a week, involving 11 participants, six employers and 28 shifts completed, averaging $121 per user. With the success of the platform testing, Moonrise launched in Chicago in 2018 with the plan to expand throughout the nation over time. Since launch over 7000 people have applied with $500 000 being paid out to boost people’s emergency funds.
It does seem from the initial roll-out that the design thinking process has resulted in positive outcomes with the initial goal in mind. Although a success I do have two critiques of the undertaking. Firstly, a common problem for those struggling financially isn’t necessarily they aren’t working enough hours, but rather they aren’t being paid enough for the work they are doing. Many won’t have the time to work an extra job, even from time to time, especially those with children.
My other critique is that the solution they explored was external to the company, involving the creation of a new service, rather than looking inward at the service they already offer. I think most people would agree that the insurance industry could definitely reflect on their practices to make them a little more consumer-friendly. Perhaps this is less of a critique on the process they took though and more of me being open to offering some bonus points for overhauling the insurance industry.
References:
IDEO (2018)A New Employment Venture to Increase customer Engagement and Financial Security, accessed 16 July 2021 < https://www.ideo.com/case-study/a-new-employment-venture-to-increase-customer-engagement-and-financial-security?__hstc=82597961.732aca0d870ac43f4f33c668d5174067.1626550875482.1626550875482.1626579599106.2&__hssc=82597961.1.1626579599106&__hsfp=3752520446>.
Dam, R. F. & Siang, T. Y. (2020), What is Design Thinking and Why Is It So Popular?, Interaction Design Foundation, accessed 14 July 2021, < https://www.interaction-design.org/literature/article/what-is-design-thinking-and-why-is-it-so-popular>.
Centre for Innovation in Teaching & Learning (n.d.), Design Thinking, accessed 15 July 2021, <https://citl.illinois.edu/paradigms/design-thinking>.
Jones, S. (2018), Moonrise, American Family Aim to Boost Customer Engagement, Financial Security, Insurance Journal, accessed 16 July <https://www.insurancejournal.com/news/midwest/2018/08/10/497532.htm#>.
Liedtka, J. (2018), Why Design Thinking Works, Harvard Business Review, accessed 15 July 2021, <https://hbr.org/2018/09/why-design-thinking-works>.
Moggridge, B. (2010), Design Thinking: Dear Don…, Core 77, accessed 14 July 2021, <https://www.core77.com/posts/17042/design-thinking-dear-don-17042>