Organizations can step change all aspects of innovation through design, and this is where design thinking plays a vital role. Klaudia Kotchka, VP Design Innovation and Strategy for P&G goes on to say that “…when you need disruption, when market dynamics are changing, when new sources of growth are needed – companies that focus on design have competitive edge. It is correct to say that business before now has experienced a change in the nature of problems, habits of consumers and the increase in competitive choices have brought about the need to evolve and so also does the approach to solving problem need to go through emphatic and strategic processes.
Design thinking as a discipline uses a design mindset to solve complex problems. This strategic approach should not only be left in the hands of the designers but a deliberate attempt by companies to embrace this approach all-round, using a bottom to top approach and vice-versa. According to Roger Martin of the Rotman School, he explains that “For businesses to bottle the kind of experiences that focus minds and intoxicates hearts, not just one time but over and over, they’ll need to do more than hire designers. They’ll need to be designers”.
Considering this current situation, how then can organizations be situated for design thinking? They’ll have to follow the step process below in no particular order.
Organizations will have to be empathetic like never before
They will deliberately put processes and apparatus in place to better understand customer motivations and all other stakeholders in the design process.
Understand real needs by being intuitive
Organizations will have to better understand situations. While the logical mind works in sequence, the intuitive mind skips around.
Problem solving from a divergent standpoint
They are able to think divergently and not in convergence. Divergent thinking works from inside out while convergent works in logical steps.
They focus on the problem and how it can be fixed.
Now, let’s compare a 21st century design thinking organization against a traditional organization.
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