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What is exactly Design Thinking ?

Design is a way of thinking.

Design thinking can be described as a discipline that uses the designer’s sensibility and methods to match people’s needs with what is technologically feasible and what aviable business strategy can convert into customer value and market opportunity. Tim Brown

Design Thinking is an abstraction of the principles and process that designers use to solve problems. Every day, more and more companies are looking for new ways to innovate or solve business problems.

Innovation become an arduous and often frustrating task. The difficulty of achieving market differentiation vis-à-vis the competition growth by leaps and bounds. It is time to blaze new trails, to ensure not only companies’ success, but above all, their survival.

As a designer I look upon any experience that is harmful (whether emotionally, cognitively, or aesthetically), or otherwise disruptive of people’s well being is a problem (considering all aspects of life, such as work, leisure, relationships, culture, etc.). And so my main task is to identify problems and generate solutions for them.

As a designer I know that to identify the real problems and solve them most effectively, it is necessary to approach them from different perspectives and angles. Therefore it makes sense to favor collaborative efforts by multidisciplinary teams affording a diverse array of viewpoints, and a variety of interpretations on the subject at hand, which will yield innovative solutions.

So Design Thinking is a collaborative and a human centric way of solving problems.

I work in a multiphase and non-linear process known as fuzzy front end or double diamant process, allowing for constant interaction and learning. This forces me continuously to try new paths, opening up to alternatives: errorsgive rise to discovery, which helps to plot alternative courses and identify opportunities for innovation.

Innovation guided by design has come to complement the market’s view that, in order to innovate, one must focus on the development or integration of new technologies and on opening and/or servicing new markets: besides these technological and marketing factors,

Design Thinking consultancy innovates primarily by endowing products, services or relationships with new meanings. Since “things must have a form to be seen, but must make sense to be understood and used” (Krippendorf, 1989), design is by nature a discipline that deals with meanings. By challenging patterns of thought, behavior and feeling, “Design Thinkers” produce solutions that generate new meanings and activate diverse elements – cognitive, emotional and sensory – that are involved in the human experience.