What is design thinking? How do we develop creative ideas? How can we solve complex (customer) problems in our startup in a targeted manner?
Design thinking is an extremely valuable method for generating creative ideas, tackling complex problems and establishing a customer-centred approach. The method promotes collaboration, empathy and flexibility in teams and offers a proven method for developing innovative solutions and ensuring long-term success in today's business world. The iterative method originates from the USA and is the brainchild of three professors, Terry Winograd, Larry Leifer and David Kelley from Stanford University in California. The design thinking method enables you to develop a solution that is superior from the customer's point of view by weighing up economic efficiency, feasibility and desirability. It is an approach based on the collaboration of people with different backgrounds and perspectives.
But how does design thinking work?
For design thinking to be as successful as possible, you need as many different people as possible, a creative space and six supporting iterative process steps. It is important to start the design thinking process with a "beginner's mind", i.e. the attitude that you know nothing about the topic. The process only ends when a concrete solution that can be implemented has been found.
The six phases of the design thinking process:
The first phase of the design thinking process is to define the initial situation. The aim here is to clearly identify the problem or challenge and establish a common understanding within the group. It is important that all team members are on the same level of knowledge and set aside their assumptions and prejudices. The key is to approach the task with an open mind, a so-called "beginner's mind".
The next phase involves a thorough analysis of the customer's needs. This is done through intensive discussions with customers to understand their needs, wishes and priorities. This step is crucial as it forms the basis for later idea development. The better you understand the customer's needs, the more targeted you can develop solutions that meet their requirements.
Phase 3 is about summarising the findings and creating a conceptual framework with a possible solution space. Here, initial approaches are outlined as to how the problem can be tackled. This phase requires creativity and broad thinking in order to explore different options.
The fourth phase is the idea-generating part of the process. This is where ideas for solutions are collected, evaluated and prioritised. It is important that no ideas are discarded in this phase; even the craziest ideas can provide valuable impetus. Teams can develop innovative solutions through an open and collaborative atmosphere.
Once a large number of ideas have been generated, phase 5 is about turning the favoured ideas into prototypes. These prototypes can take various forms, from sketches and models to digital simulations. They serve to make the ideas tangible and test their feasibility.
The final phase of the design thinking process is the test with customers. The prototypes are presented to customers and their feedback is obtained. This makes it possible to respond to customer needs at an early stage and make changes before the final solution is developed.
What happens after the six phases?
After going through the six phases of the design thinking process, there are various options. If the result is unsatisfactory or new findings emerge, the process starts all over again. This makes it possible to incorporate fresh perspectives and explore alternative solutions. Alternatively, the focus can also be on deepening a particular phase in order to further refine and optimise it. For example, a deep dive into the customer's needs or prototyping may be necessary.
Once the six phases have been successfully completed and a convincing solution has been found, it is not necessary to repeat the process. In this case, the ideas can be implemented directly, be it through the development of a product, the introduction of a service or the implementation of a new business strategy.
The iterative approach of design thinking enables start-ups to react agilely to the constantly changing requirements of the market and customers. Even after the final solution has been implemented, it is important to continue to pay attention to feedback and changes. Design thinking is therefore not just a one-off process, but an ongoing way of thinking that enables companies to continuously develop innovative solutions and adapt to the dynamic business world.
