Tuesday, March 12, 2019


International companies have already recognized the advantages of Design Thinking. The computer mouse and the pizza cutter are famous examples of ideas that have arisen from Design Thinking. Start-ups also rely on this innovative approach to solve complex problems in a team.

But what is necessary to successfully go through a Design Thinking process?

3 points you should keep in mind with Design Thinking:

1. Understanding the users

It is important to make accurate observations and research at the beginning of the Design Thinking process to find out what potential customers like and dislike. In addition, it is also important to understand why people like something and why they have certain ideas and preferences. Design Thinking is ideal for finding out an underlying basic need, as consumer desires are often deeply hidden and do not easily come to light.

For example, Henry Ford heard the request for faster horses and realized that people were striving to get from A to B faster.

 "If I had asked people what they wanted, they would have said faster horses."

Henry Ford

2. Not thinking product-oriented

The idea should always come first and then the product. In people's minds this consequence is often the other way around, but it restricts creativity when a product is already conceived and used as a basis for ideas.

As soon as the needs and problems of the customers are determined, innovations for problem solutions can develop. Afterwards, all possibilities and ways should be tried in order to fill the desires in the best possible way—without putting its product in the center. Different approaches are the best way to determine which idea is best suited to satisfy the customers' needs. This is a principle of design thinking: exploring all possibilities.

3. Explore possibilities and obtain feedback

All ideas are welcome at Design Thinking because with many wacky and "stupid" approaches there might also be THE one idea. This process takes a lot of time and tools to try out ideas and create rough prototypes. This makes it easier to test ideas and make them tangible. With these quickly created prototypes, it is also important to obtain feedback to ensure that the customers' wishes are fulfilled.

Our trainer Moritz Avenarius will introduce you to the process of Design Thinking on April 9th. In a one-day workshop, you will get to know the method and apply it directly to your own practical examples.

Register here for the workshop.

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