Why are Businesses so Interested in Design Thinking and the Design Process ?

I have been watching ”Design Thinking” very closely for a long time now, often amused on how it is unfolding in both the design and non-design industries. At this time I’m curious it is evolving, and having strong suspicions on how it can be an element to bridge the “language gap” between Design and the Business.

Interestingly, since I started watching this topic in 2006, everyone who is anyone (including yours truly) jumped with their $0.02 cents worth in trying to figure out just what this is all about. However many posts never seem to get the idea of Design Thinking right, and the definition and objectives for Design Thinking never clearly expressed.

I started this discussion in June 2006 with my post “Everybody is talking about design, creativity & entrepreneurship“. In it I concluded that while Tom Peters suggested that “Design was It”, it was not clear, at least to me, to do what? It sounded to me more about encouraging a more creative businesses mindset or managing innovation and creativity within an organizations.

In Nov 2008 with “Design Thinking or Just Thinking“, I lamented that it looks like Design Thinking was just plain old Thinking after all! However I did hypothesize that: “Design Thinking is a thinking process that anchors your decision making with multi-disciplinary influences”. I think I was getting close, but I still missed context, the “Why” we do this. Why would non-designers (the Business in this case) be interested in Design Thinking and the Design Process?

More recently, a number of online posts on this topic has push this issue, in my humble opinion, to a tipping point.

John Medea, in his post Learning from How Designers Think and Work, focused on Designer’s value and pits Designers to be “experience perfectionists”. Unfortunately, the purpose of such “experience perfectionists” is still not clear.

Bruce Naussbaum in his usual misrepresentation of designers asked: Is Design Too Important To Be Left Only To Designers? In this case he talks about how designers are angry/concerned/afraid of “other people” working with design thinking, or design processes, or how designers are still stuck in their silos. Not sure to which designers he has been speaking to, but much ado about nothing as usual. Do check out the brilliant blog response by Robert Brunner called “Is Design Too Important To Be Left to Thinkers”.

The good news is that I think we are now a step closer. John Edson who wrote “Designing Business; Businessing Design“. Describes Design Thinking within organizations by this:

Empowering the drive to create products aimed at the needs of real people is this question: Does the business culture favor conversation–or is it stuck in hierarchical control? Classic business management education values control and it depends on deductive reasoning to create that control. “The most important business transformations cannot be proven before they are undertaken,” promotes Roger Martin, the dean of the Rotman School of Management at the University of Toronto. “Analytical and deductive reasoning practices in business destroy value.”

{snip}

In my view, it’s crucial for business to awaken to the powers of design. I don’t think that future enterprises will be able to connect to customers or remain competitive without increasingly fluid and agile management practices that respond more to the idiosyncrasies of real people than to the current fiscal quarter’s numbers.

But when it comes to the profession of design, discovering and answering the unmet needs of customers requires a designer’s ability to move beyond the expected. It’s our job to create these wonderful expressions, giving personality to a company and delight to the customer.

Reads a little complicated? Let me try to distill. So why are businesses so interested in design thinking?

In my humble opinion, designers have the ability, through their consumer insights and boundless thinking, to come up with un-tested opportunities that businesses are not able to due to the culture and way in which companies are run. The common results focused business culture thrives on the tried and tested, which business leaders know is not conducive for the future and the next big product break through. It is the designers ability to manage and work with the risk of the unknown (concepts, designs etc.) that is going to help win the day.

A perfect partnership don’t you think?

. . . .

Brian Ling

Brian is the Founder and Design Director at Design Sojourn, a Design Led Innovation Consultancy. He is a multi-award winning design leader, and specialises in strategic design and innovation programs that drive successful organisations. Brian’s 20-year career in design, driven through a deep understanding of human behavior, spans over multiple domains such as consumer electronics, government, healthcare, non-profit agencies, hospitality, F&B, retail, online solutions and best in class service experiences.

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8 Comments on "Why are Businesses so Interested in Design Thinking and the Design Process ?"

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Denise Lee Yohn
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thanks, DT, for raising the questions i’ve had about “design thinking” — and i’m glad to see your response to fred collupy’s comments, as i do believe he’s hit on the most important point: “letting designers and design practices influence the nature of deciding itself.”

today’s organization cannot afford to operate in silos which cordon off designers’ “consumer insights and boundless thinking” from the work of others — the entire organization should learn “design thinking” and then perhaps it would just be called “thinking”

D Seaver
Guest
I’ve got a little bit of a side track to this that I would encourage people to consider. My basic definition of “design thinking” really boils down to creative problem solving in it’s most simple terms. The idea of coming at things from different angles, considering other approaches, testing the unknown for possible alternatives, etc. What I present is that Design does not have ownership of this process. I do think that as Design has gained head-way as a legitmate profession, we certainly have brought it to the fore-front of business thinking, and undoubtedly, do it much easier and more… Read more »
DT
Guest
Hi Fred, First off, thanks for taking the time to drop by and leave a comment. In many ways there should not be a segregation between Analysis and Design. Both exists together, and design, particularly Multi-Disciplinary thrives on analysis. It is because of good analysis that good design exists. In end though, I agree with your point about learning from each other. Unfortunately in a corporate environment, where titles exists to drive job descriptions, this learning will be a difficult thing to manage. @Mario: Good to hear from you again. Hope things are well with you. Thanks for your comments… Read more »
Mario Vellandi
Guest
The business world is SLOWLY coming to understand and appreciate design thinking because of its historical (retrospective analysis) and future orientation toward human factors in the larger context of usability and emotional appeal for one (let’s leave aesthetics & ‘innovative thinking’ as given). Traditionally, this element of psychology has been present in business, but locked up in the realm of organizational behavior, which deals primarily with human resources, management, and leadership. I think it’s also becoming more popular and interesting because of the demise of mass marketing and mass trends in fashion. This is creating the need to look at… Read more »
Fred Collopy
Guest
As an educator of managers, I see their interest in design somewhat differently perhaps. Of course, by better understanding design, managers and executives will make better use of it in their products and services. Collaborations with designers will be more productive. New product opportunities are more likely to be embraced. But what “design thinking” (a term I am coming to dislike) seems to be most about, is having people who traditionally are not trained as designers take on the attitudes, values, and yes, thought processes or patterns of designers. It is not about getting analysts to let designers influence particular… Read more »
DT
Guest

Hi Peter,

Great comment and very true. That is where the Designers come in. Ultimately a successful product is one that sells. A product that sells means the product resonates well with the consumer. Designers gain critical insight after studying the consumer and then use this insight to develop product solutions that makes sense.

Thanks for taking the time to leave your feedback.

Tim Fife
Guest
I think the big difference lies in the fact that businesses use analytics to run. That is, they are backward looking, trying to use their histories to tell them what they should do next. Design, in its essence, is forward looking, trying to determine what will best help improve the world of the user (whomever that might be) by making things which dont yet exist. Businesses use analysis to achieve certainty, and rarely move forward on things they do not have certainty about. Business needs to embrace and put value on the art of storytelling, the art of rhetorc (in… Read more »
Peter Thomson
Guest

Good insight that: The common results focused business culture thrives on the tried and tested.

By contrast, a business that is flirting with design thinking will often be focused on the untried and untested.

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