01 de July de 2019
In a complex environment such as the one in which we currently operate, traditional systems are no longer able to give solutions to problems, so we need to apply new approaches. This is how Maite Moreno, a lecturer at EAE Business School, began her presentation on the concept Design Thinking, which she described as "a user-centred methodology for developing innovation, which provides a lens through which we can look at the challenges, detect needs and offer solutions". The basis of this process is trial and error.
Although it may seem link a new concept, in fact, Design Thinking first emerged in 1969, but it has gradually developed over time. It was the economist Herbert Simon who first coined the term in his book 'The Sciences of the Artificial'. At the Callé Aragó Campus, Maite Moreno discussed other key figures who have embraced this methodology, such as David Keller, the creator of the first ever mouse for Apple, and Tim Brown, the CEO of IDEO, who published an article about the method in 2008 and spread the concept to a mass audience.
In contrast to the way of thinking of the 21st Century, which avoided making mistakes, Design Thinking is just the opposite. It encourages mistakes in the early stages of application. In view of the high degree of competition nowadays and the speed of processes, whoever gets there first is the winner, but it is necessary to develop prototypes. "We have to ask questions and examine users or future consumers to detect their need", in a continuous process of transformation.
Therefore, the key features of Design Thinking include placing people at the heart of the whole process, carrying out several iterations to "go back if I make a mistake", proposing innovative ideas, embracing a collaborative methodology, examining the problems from a 360º convergent or divergent perspective, and connect analytical with creative thinking. "But it is not all a matter of creativity, because the most important part is how we approach the problem", explained the EAE lecturer.
Maite Moreno then gave us an overview of the phases of Design Thinking, but emphasized that the do not always have to be followed in this way because "we can head backwards and forwards depending on our needs". The research phase focuses on understanding the problem in order to resolve it and, to do so, we have to analyse and investigate our user very well. We then concentrate on the challenge using ideas generated through a range of dynamics (hybrid development and analysing other businesses, based on what other key figures say, object analysis, exponential technologies, etc). After this, we can create the prototype of the product and service and, finally, we can launch the idea at a beta level so that the user can test it out. Based on this, "we can fine-tune the end result", she explained.
Maite illustrated her explanation with examples of companies that have applied this methodology right from the outset, such as Apple, Google and Amazon, as well as mentioning some traditionally companies that have adapted to the model. One such case is the Hospital Sant Joan de Déu in Barcelona, win which the decoration is designed for children. They have designed a CAT scanner like a spaceship, working with its user-centred HP partner, to make the unpleasant experience of undergoing this type of test into a memorable experience for the children. In the same way, Endesa has created a 1,000 m2 space, similar to a coworking area, to foster talent, with employees and freelancers working together of various digital projects.
According to Maite Moreno, Design Thinking is not only suitable for designing products and services, but it can also be applied to processes. She then went on to explain the design of an app for a company that people could download as soon as they accepted a job offer in order to get to know all the employees, processes, methodologies and objectives before starting to work at the company. The lecturer also emphasized that not all companies are ready to adopt this methodology if they do not share this philosophy and work process.