In the previous chapter of 'Design Thinking', our challenge (Part I), we examined design change within our microclimate. The importance of experts working closely together and goal mapping is essential to help us navigate smoothly through the transition period. 

The goal was and is to understand the real need of our customers and their users. But, we needed to break this down into smaller parts so that we can reach the needs of the users. Today, there are between 3 to 7 steps or broken down Design Thinking processes in use. We looked for the 5-step variant, considering the non-linearity of the processor modes of thinking.

Empathy

As simple as it sounds: understand real human needs. Gaining insight to discover previously unknown ways of looking at particular problems. For us, empathizing is about learning about different perspectives and how a problem is perceived. "Design Thinking encourages the fusion of distributed knowledge within organizations to leverage thinking styles.

While empathizing, one does not have to fully understand a problem, as it may be too early and risky to assume what the solution will be. It is simply fine to hold the middle ground through observations, but reaching constructive multidisciplinary outcomes such as "how can we help a user solve this or that problem" or "how can we make a web experience more enjoyable" is one of the most important parts of the process for us, but also the most difficult.

Apart from many interesting activities, the start-up is always a challenge. The more we get here, the fewer resources we will exploit later on. There are many parties involved, a lot of information exchange between different departments within the organization and a customer. One of the essential parts is to understand and feel a customer. That is, to have an idea of the user's context and available materials beforehand. After this, we can decide what materials we will need to solve the assigned task and make the communication with the customer as smooth and comfortable as possible. 

A client does not necessarily have to understand "Design Thinking" or the process of empathizing. Our task is to make this environment as friendly as possible, as the client is also an expert, and we need to get as much knowledge as possible on the table as quickly as possible to deliver the required result.

Finally, it is about opportunity analysis to be able to define perspectives on problems and needs. Prepare a solid strategy for future steps. A strategy that must be visible to all parties involved at all times.

Definition

We analyze, reframe and prioritize the perceived challenge. It combines and refines even more mature core problems. The definition involves early adoption of selected problems ("how could we...") translated into ideas or even epics. This step is best achieved through a series of ideation sessions. Yes, we take advantage of the non-linearity of "Design Thinking" processes.

Conceptualization

Through the conceptualization process, we can model and learn about the perception of the problem, and also from a multidisciplinary perspective. Ideas, issues, potential solutions are selected and particularly ordered and thematized. Ideation serves as a distributor of knowledge and arguments. In addition, they are intended to get more information about the feasibility of the selected elements before they are tested and before the allocated resources go live.

Prototype

This is the part where we emphasize an internal definition of what a prototype means to you. The meaning can range from dirty sketches and a minimum viable product to prototyping, which is usually a bit more expensive. We always lean towards a less expensive approach at the beginning.

The practical approach allows us to identify the best possible solution that solves the users' problems. But it is also aligned with the broader business objectives. This is the phase where we learn about potential technical limitations or, at least, we can decide to avoid a disaster later in the process. We learn about how we will measure the impact of the product and get feedback on the interaction with the product.

Test & Tweak & Ship

This phase is also known as product survivability testing. Testing works well when parts or chunks of problems are eliminated to deliver a human-centered product. It is an experimental and iteration phase of product development, and the more testing we do during the prototyping phase, the more resources and energy we save for later. 

The prototype gets better and more complex with each test and iteration. Therefore, it is best to focus on the early stages of testing to avoid unnecessary delays. Testing usually starts chaotically, which is normal due to the complexity of product design and development. Don't worry, stay calm and focused because, with every step, test result, iteration, or improvement, a well-designed experience will emerge.

Once all participants are happy with the tested solution, we are usually ready to send it to our development teams, also known internally as agile development teams, where each member owns some part of the product development.

To carry

One can spend years perfecting "Design Thinking". The almost unlimited flexibility allows you to tweak the process endlessly. Instead, we've decided to incorporate solid 5-step foundations tailored to our building product patterns and, from there, we can go almost anywhere on the fly. This is another benefit of having such a design philosophy in-house. It is a discipline that, at first hand, it can be uncomfortable for some and often complex. The benefit is that the same applies to product design, but it grows with practice and hands-on training.

We embrace the challenge by learning practically with clear business objectives and a user-centered approach, knowing that new opportunities and experiences are waiting to be discovered.

We have learned that the Design Thinking methodology is not here to create another wall between departments or to change the way we work. On the contrary, it helped us change the way we think about a problem, brought people (experts) together, and gave us a breathing space to express the intellectual skills we possess. Furthermore, this methodology has helped us to update the way we talk about product design and has allowed us to adapt Design Thinking within another established work philosophy.

We have changed our status quo to get closer to the users' context and make their life more enjoyable and satisfying, simply by providing well-designed experiences and by using and adjusting something that works. Something designed and tested by experts.