Design thinking, as well as many other terms out there, is fashionable in the entrepreneurial world. As an engineer, you can imagine how far I've gone from this subject academically. Today I can say that, although living daily closer to this world, the concept itself is still a bit foggy. That is why today I called the professional on the subject, Heloísa Moura, to answer the question: "What is design thinking?". Go Heloisa !!!
What is Design Thinking?
How to have a brilliant idea to start a new business? As implement a good idea and turn it into a business of millions of dollars or dollars? How to reposition an existing business and bring it closer to the real needs and aspirations of the end customer? How to enhance the experience of this customer and make it more rewarding and memorable while considering the business perspective and all stakeholders or stakeholders involved?
The way to innovation always started by innovators. But even the geniuses of creation are capable of generating ideas without relevance to people and the market. In the absence of a process centered on the discovery of people's uncon- nected needs to identify business opportunities, in generating ideas capable of adding value to the market, and in its rapid, iterative and incremental development - innovation remains for the few illuminated.
Design thinking offers a systematic path to innovation - whether incremental or radical - and to the creation of successful businesses. The term was created in order to differentiate the design view associated with the surface, shape or appearance of things, that of its design approach and the particular way of thinking, questioning, knowing and acting. Its definition, synonymous with a strategic approach to design, has been popularized by IDEO - renowned American design firm - through David Kelley as a form of creative action tailored to business purposes.
Such a strategic approach or a particular way of thinking, questioning, knowing and acting is: centered on the human being, systemic, multimodal, participative, adaptable, focused on action, informed by multiple disciplines and concerned with sustainability, among other characteristics. And it is associated with a process and set of methods that can guide the creation of new successful businesses or reposition existing ones.
What's up? Have doubts? Ask around here she answers!