In order to uncover the latent needs of people, it is necessary to understand the role of our subconscious in decision making. Once this is clear, it will become apparent why focus group research just won't deliver the insights you need. As humans, we are basically running on auto pilot.
One BusinessDesign's definition of Design Thinking is:
"Using a methodology from the design profession to create the most informed future state."
Tim Fletcher believes that Design Thinking encompasses several toolboxes with multiple tools in each.
One BusinessDesign can bring Design Thinking to your organization in one of three ways:
Through a two to five day course, One BusinessDesign will explain their Design Thinking toolboxes and provide experiential learning of their tools through practice sessions. The exercises include:
User Research – Understand the importance of the different tools of qualitative research and how they work to uncover unarticulated user needs. How to develop criteria to carry out successful user research.
Idea Generation – Understand the many idea generation tools available and the criteria to choose one tool over another. Using the unarticulated needs from the user research as input to participate in an idea generation session that diverges and then converges to actionable concepts at the conclusion.
Visualization – Understand the many ways and purposes of using a visual language versus a written one. Use visualization methods to develop a communication statement from one of the actionable concepts created in the idea generation session.
Prototyping – Understand the purpose of and many types of prototypes. Develop a prototype plan for the visualized concept and also create a rudimentary prototype.
Facilitation is normally a one day exercise, using Design Thinking to solve a specific issue. Each session is customized depending on the scope and results requested. Specific Design Thinking tools are organized depending on the needs of the session.
Examples of past facilitation sessions include:
Are you having difficulty making Design a strategic part of your business? Regardless of whether you use an internal design department or external design consultant, we can help you figure out a successful strategy to create the best value for your business. Usually these problems come on one of two forms, either a difference of professional cultures or communication methods. Tim Fletcher will help you discover the problems and create systems or language that will get you on the right track to gaining the value of innovation through design.
Contact Tim Fletcher at
Laying out a merger plan during an One BusinessDesign Executive Retreat in the sands of the Cayman Islands
From ideation to communication here are five design thinking tips that you can apply to your next project.