Design Thinking: The Best Possible Solution

Introduction

When looking for the best possible solution to a problem, the Design Thinking concept has been showing positive outcomes. First, it is important to understand what this concept itself is, to move into how it can be applied on a daily basis in an organization. Taking into consideration the needed steps and tools which can lead the team to get the best out of the Design Thinking process. Lastly, checking where you are as a design thinker, how can you benefit from it and how can you improve this mindset. Hence, Design Thinking is key when trying to find the best solution.


Reflection on how I understand the Design Thinking concept

  Design thinking is, according to the business dictionary, “A method of problem-solving strategy wherein the data collected is expressed visually in order to create new strategies, ways, and methods to solve problems, create opportunities or strengthen weaknesses.” 

However, in my opinion, it can simply be defined in allowing yourself to think outside the box to solve a problem. 

     To get to this definition, I had to come a long way. At first, design thinking would come to my mind as something strictly related to being artistic, that only sculptures or architects would have a use for it. And being a finance student, how would this be related to my life? How could I apply design thinking to investment banking, spreadsheets, stocks, and bonds? 

Well, design thinking it’s not limited to “being artsy” or even to something material. It is a different way of thinking itself. It is, however, taking a part of a designer’s characteristics and applying it to literally any solution-finding process. A designer is known, of course, for its creativity, but more than that, it is known for putting its fears aside when considering new possibilities, not being afraid of judgment and instead of appreciating any out-of-the-box insights. Design thinking is taking these characteristics, and applying them into any field, even outside of the art range. 

     It doesn’t seem easy in theory, and neither is it in real life. Yet, the benefits a person, a company, a team or even a government could get from using design thinking in their process of coming up with a solution, makes it worth it.  

     As I tried to relate design thinking to my area of study, finance, I found a common ground which made this correlation so much easier: both are dependent on the human side of an issue. However, financial institutions focus on achieving their own internal efficiency, meanwhile, design thinking uses empathy to understand the human side, and by achieving user expectancies, the internal goals would be met. Therefore, bringing design thinking into problem-solving in the finance sector is extremely useful and necessary. It is not only beneficial for the user itself and the company but also for the employee that works in it, as it stimulates innovation and diminishes the fear of judgment. Innovation is needed in every area, I believe it brings out the best solution possible as people allow themselves to get out of their comfort zone. Design thinking is the way of removing these fears, step by step, and allowing people to think outside the box.

     Hence, design thinking can be everywhere, it takes into consideration the mind of a designer and its praise for inventiveness and applies this to any possible field. For me, design thinking is more than a want, it is a need for success. It is key to problem-solving, as Albert Einstein said: “ No problem can be solved by the same consciousness that created it. We need to see the world anew.”

Analysis of the “what if” step

The “What if” question in Jeanne Liedtka’s Design Thinking is an essential step for the development of new ideas that get out of the conventional like. This is the stage of brainstorming when the team starts generating ideas by asking questions. There are no bad questions or judgment to the ideas that pop up in this phase, as all questions lead to the deliberation of ideas with one common goal: coming up with the best possible solution. 

This is the step to remove all constraints from possible ideas and let the mind overflow with all sorts of possibilities. To take out the most out of this step, the team should assume that anything is possible, and starting from this point, brainstorm over ideas. With the process of asking questions, it will trigger the team members to think outside the conventional way of solutioning a problem. By the end of this phase, it is expected that the team will end up with different creative ideas that can become a real solution. 

When you remove the constraints of the thinking process, the ideas that come in are usually remarkable. By putting all the judgement aside, and allowing a team to think outside the box, the organisation would be benefited with a non traditional and possibly better solution. 

Adopting this step in the problem-solving process would bring several benefits to an organization, such as: 

As everything have pros and cons, the “what if” step can also bring some risks and drawbacks to a company, such as:

Even with different benefits and drawbacks, many companies decided to adopt it and had successful outcomes. An example of this is how Ambev used this step when trying to increase the sales of their Tonic water. After some time of brainstorming and considering many different ideas out of the conventional manner, the researchers decided to go to different bars and actually talk to their target market, not about the product itself, but just participate in their usual conversations. 

What they found out was how the main topic was around their worries on general insecurities such as, money, work and professional choices. This led Ambev to shift their marketing proposal, creating an advertisement that would turn the drink relatable to its market. With the slogan of “Bitterness Transforms”, they were able to achieve the goal and increase sales. By allowing their team to propose new ideas, the team drifted from the traditional tactic of surveying. 

Hence, by allowing the organization members to think outside the box, and asking different questions through the “what if '' process, the problem-solving process gain with the creativity put on developing the best possible solution. 

The key to solving a problem, is firstly, identifying exactly what is this problem. This is, using the what is tool of the Design thinking concept. It requires research, establishing the issue itself. This tool requires the team to investigate the surroundings of the problem. By pinpointing the question, the team will have a better understanding of how to find a solution, this will lead to the advantage of finding the roots of the issue. By finding its foundation, the solution built up on that will be more definitive and efficient. 

An example of the well use of this tool happened in the company Natura. As they wanted to create less expensive hair products while having a minimum environmental impact, the researchers decided to dive deep in reality. They lived with the consumers for a few days to understand how their usage of shampoos, what is the importance of it to the customers, what matters when they are buying the product.

 After the research, they found out how storing the product in their houses was an important point and how often the consumers would choose a refill package since it would be a better fit. With these results, Natura came up with a new package that was simply a bag with a lid, no boxes and flexible. By using the what is tool, Natura was able to come up with the best solution possible for its objective. They decided to use this tool in order to optimize the creation process, and ended up with the most sustainable product in the company. 


Reflection on myself

Initially, I would be fairly resistant to the design thinking process, as it requires allowing yourself to be creative and thinking outside of the box. Before, I wouldn’t consider myself a design thinker, however, I believe it just was not well developed. To enhance this mindset on my own, I had to start with small steps to remove the constraints of solving a problem the conventional way, sometimes even catch my own feelings judgement towards my new ideas. I learned that in design thinking there are no bad ideas, and as I used the what if tool, and considering that everything is possible, it became much easier to apply the design thinking process. Honestly, design thinking can be used in all areas, it is a way of brainstorming over new perspectives, which allows the mind to come up with solutions that wouldn’t come with a conservative point of view.

Recently, for my History of American Business my group and I decided to take the design thinking approach when choosing how we would outline our presentation. As we had to talk about an assigned book, we decided to take a different approach instead of simply presenting a summary of the book. We had a group meeting where we dedicated ourselves to come up with different perspectives for our presentation. After some time of dedication, and putting many ideas aside, we build up on an idea that would both introduce the book and bring extra elements related to the content. Design Thinking allowed us to present a different perspective towards a book that made it much more easy and interesting. 

Hence, I understood that Design Thinking can be used in different scenarios and not only big corporations use it. It is a way to improve the problem-solving process by bringing a new perspective and putting the traditional aside. 


Conclusions

Thus, Design Thinking is not only a tool, but a mindset when coming up with solutions. It requires self dedication and reflection, as well as the willingness to put judgements aside when brainstorming. It requires putting aside not only judgement towards others, but also towards your own thoughts. Some people might have the tendency to think traditionally and reprimand when looking from a different perspective. Design thinking was created to remove these constraints and in order to allow the team to come up with different possibilities. Hence, it can be used in big organizations such as Ambev and Natura, or even to deal with a school project. It is a way of thinking that brings the possibility of having the best possible solution.