My Book on Design Thinking titled ‘Design the Future’

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Design the Future

Hi! As some of you might already know, my book on design thinking, titled ‘Design the Future’ is out!

Despite design thinking being several decades old, we are seeing increasing relevance in its application in our fast-paced lives today. I’ve read incredible books on the subject in the years I’ve been practicing it. However, I still find confusion & uncertainty among some of those who have been practicing it, as well as those merely trying to learn it.

‘Design the Future’ is an effort to reduce grey areas by building a stronger foundation. It covers the fundamentals, examples from around the world, and my observations, notes and learning of design thinking & human behavior.

If innovation, design thinking, problem-solving, human behavior or ideation are areas of interest, I’m sure you will enjoy reading this book.

Currently, paperbacks are on AmazonFlipkartInfibeam , and other online bookstores.

If you do read the book, I’d be grateful if you can leave me a review on Amazon.

You can reach me at ‘shrutin [at] ateamstrategy [dot] in’ with your views, or if you’d like me to answer any questions or doubts you might have.

Hope you enjoy reading the book & find it useful in supplementing your design thinking skills.

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Look forward to your views. And if you liked this post, do follow or subscribe to my blog (top right of the page) for similar topics that encourage reflection and discussion. You can also connect with me on LinkedIn and on Twitter.

Why Design Thinking is Here to Stay

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Why Design Thinking is Here to Stay

A close friend recently shared this article titled ‘Why Design Thinking will fail’, written in 2013 by Jeffrey Tjendra. Jeffrey is a designer entrepreneur and strategist. Among some of us friends, there was were points of disagreement on the article. Jeffrey does seem to have a good understanding of design thinking. This post, however, is an effort towards taking a closer look at each point mentioned there. And to see if it makes sense or not. All of this, with my limited but growing knowledge of design thinking.

Before I begin, here’s a quote by Mara Wilson. While her quote describes storytelling, I believe it offers a more far reaching explanation. With products and services too, for instance. She said, “The more specific you get, the more universal it is. (It’s a special alchemy of storytelling).” – Mara Wilson

Back to the article, here goes:

  1. Misperception of Meaning – I’ll agree, it can be misleading to some. I use either ‘human-centered’ or ‘user-centered’ design thinking in an attempt to bring a little more clarity, especially when interacting with people I believe might misinterpret the meaning.
  2. Loss of Meaning – Can’t do much about that. A lot of effective methodologies often see phases of hype and a lot of randomness being packaged and sold in its name. But as the dust settles, only the real stuff and an increased respect remains.
  3. Misunderstanding and Not Accepting Creative Elements – True. However, any company or more specifically, a management that has ever worked on any form of creativity or innovation, knows how boring, full of trials and iterations, full of mess and uncertainty it can be. Look at your kid’s school projects for instance. If it isn’t too simple, it is bound to take a lot of ‘random’, before it starts to make sense. Anyone who doesn’t understand that, will surely not use design thinking. And that’s alright.
  4. Lack of Business Elements – Coming from a management and finance background, with experience in strategy and marketing, I tend to build those critical business aspects to a design thinking project. And that is especially why the design thinking team needs to have a wide-enough assortment of skillsets. Using only UI/UX people or ethnographers or psychologists is not going to do the trick.
  5. Language and Perspective Barriers – There have been worse instances of communication gaps. For instance, if you have heard the almost unbelievable and heroic story of the Gimli Glider. An obvious technical specification got so conveniently ignored, that it put at risk, 69 occupants aboard a Boeing 767. Read the fascinating story! So, it just boils down to the intention and seriousness of the parties involved. Nothing is foolproof or idiot-proof. But a lot of change and innovation can be brought about with the right intentions. And no amount of left-brain learning and practice can fix unpredictable situations either. Because a lot of left-brain thinkers often learn a process from end to end. Any deviation could potentially leave them baffled. Creative thinking, on the other hand, helps one focus on the fundamentals. On understanding the building blocks more and more. And then, irrespective of situations or deviations to them, there is often more clarity as the building blocks can be used to better understand complexity. And it’s often easier to communicate fundamental building blocks across language barriers, as opposed to communicating complexity to begin with.
  6. Missing Future – Even design thinking veterans like IDEO have made mistakes, overestimating future demand of tech products. A strong problem or opportunity statement (which is open to being updated when you learn more about the end-user) helps reduce the risk. As does an unbiased and strong mechanism to interact with, and observe and understand needs, behaviours and desires of end-users, and capture that information towards building a solution.
  7. Wrong Implementation of Process – Which is why a lot of products and ingredients come with ‘Instructions to Use’. If an ingredient needs to be mixed and cooked, simply sprinkling it will not help.
  8. Poor Direction Scoping – This is where an intention and objective to start with, matters. There are billions of people, billions of problems and billions more opportunities. Which one or ones do you want to target. That’s what you pursue. Ignore everything else.
  9. Co-creation at the End of Process – all I’ll say is, phone sex doesn’t help create babies.
  10. Misconception of Approach to Creativity – This is true. Some people would tend to follow the design thinking process like it is a treasure map, when in fact, it is navigating your way through hostile jungle. Your senses need to be on alert all the time. Any input can change a lot of initial assumptions. That lions don’t climb trees. Or that chimps tend to rely on third party to help resolve disputes.
  11. Wishful Thinking for Culture of Innovation – Completely agree here. Which is why, a startup whose founders have the right values and give importance to innovation, can build it better into their culture, as opposed to trying to inject it into a global behemoth that has a century of history.
  12. The End Process is not the End – true – design teams, just like any other specialty teams, need to walk the talk. Leaving projects with solution advice that is abstract to clients, won’t serve anyone’s purpose. A lot of large consulting firms were infamous for doing this back in the day. Leaving clients many million dollars poorer, and with a big “report” that the client was clueless what to do with.
  13. Risk of Stagnancy – As Zig Ziglar said, “People often say that motivation doesn’t last. Well, neither does bathing – that’s why we recommend it daily.”

Thoughts?

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Look forward to your views. And if you liked this one, consider following/subscribing to my blog (top right of the page). You can also connect with me on LinkedIn and on Twitter.

Design Thinking Basics – 3

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In his book ‘Change by Design’,  Tim Brown of IDEO highlights the 3 spaces of innovation. These criteria could be considered as some of the foundation pillars of Design Thinking. Here’s a pictorial representation of the same.

What is Design Thinking?

‘Human-centered Design Thinking’ is a mindset, an approach, and some tools that help solve complex problems or pursue complex opportunities. Unlike traditional problem-solving methods or ideation, it first aims to help understand end users, final objectives or root causes. They could be about actual consumers, business culture, products, services, or even experiences among other things.

Here are the previous two posts on Design Thinking, in case you missed them:

Design Thinking Basics – 1: link

Design Thinking Basics – 2: link

Do subscribe to my blog (top right of the page) to know more about Design Thinking and other topics that encourage reflection and discussion.

Feel free to share your views. I will revert at the earliest.

And if there’s any complex opportunity or problem you are facing at your company, I might be able to help. Get in touch at shrutin[at]ateamstrategy[dot]in

You can also connect with me on LinkedIn and on Twitter.

Design Thinking Basics – 2

Reading Time: 2 minutes

In his book ‘Change by Design’,  Tim Brown of IDEO succinctly explains the 3 mutually reinforcing elements of successful design programs. These criteria could be considered as some of the foundation pillars of Design Thinking. Here’s a pictorial representation of the same.

What is Design Thinking?

‘Human-centered Design Thinking’ is a mindset, an approach, and some tools that help solve complex problems or pursue complex opportunities. Unlike traditional problem-solving methods or ideation, it first aims to help understand end users, final objectives or root causes. They could be about actual consumers, business culture, products, services, or even experiences among other things.

We can then work towards innovating and building increasingly relevant solutions. And when attempting to solve complex problems, it helps us get closer to the actual root cause of problems. Then of course, the tools help you innovate and solve problems in a highly effective way.

Haven’t you noticed how, when approaching a situation logically, one can broadly anticipate a solution early on? True innovation however, usually happens in leaps, and results often surprise. Design thinking is a proven way to innovate.

The best part about design thinking: If done sincerely, the results can be as surprising, as they are effective.

Feel free to share your views. I will revert at the earliest. And if you liked this post, do follow or subscribe to my blog (top right of the page) for similar topics that encourage reflection and discussion. You can also connect with me on LinkedIn and on Twitter.

Design Thinking Basics – 1

Reading Time: 2 minutes

In his book ‘Change by Design’,  Tim Brown of IDEO succinctly explains the 3 overlapping criteria for successful ideas. These criteria could be considered as some of the foundation pillars of Design Thinking. Here’s a pictorial representation of the same.

And what is Design Thinking?

‘Human-centered Design Thinking’ is a mindset, an approach, and some tools that help solve complex problems or pursue complex opportunities. Unlike traditional problem-solving methods or ideation, it first aims to help understand end users, final objectives or root causes. They could be about actual consumers, business culture, products, services, or even experiences among other things.

We can then work towards innovating and building increasingly relevant solutions. And when attempting to solve complex problems, it helps us get closer to the actual root cause of problems. Then of course, the tools help you innovate and solve problems in a highly effective way.

Haven’t you noticed how, when approaching a situation logically, one can broadly anticipate a solution early on? Yet, we know that true innovation usually happens in leaps, and results often surprise. Design thinking is a proven way to innovate.

The best part about design thinking: If done sincerely, the results can be as surprising, as they are effective.

Feel free to share your views. I will revert at the earliest. And if you liked this post, do follow or subscribe to my blog (top right of the page) for similar topics that encourage reflection and discussion. You can also connect with me on LinkedIn and on Twitter.