Design is about solving problems: The Design Thinking Process
Design Thinking is a most discussed Design process that has revolutionized thinking in general. Classes and meetings have been transformed in the University of Stanford by Bernard Roth. He is an Engineering professor at the University and he applies the “circular line of thinking” in various depths of his work. They were the pioneers.
“Design thinking is an amorphous concept that was given its name by David Kelley, another Stanford professor and cofounder of IDEO, when he was trying to explain that successful designers have a different mindset and approach from most people.”
That is an excerpt from the book “The Achievement Habit” by Bernard Roth. I recommend you to read it, especially if you are not in the Design field. It provides insightful resources to do more and smartly.
I use and talk about Design Thinking [DT] a lot. It feels natural to me to solve challenges in a non-linear way. Life and problem solving aren’t black and white, but with tools like DT help us get comfortable with going back to basics when trying to solve a problem. It’s a like a muscle: once it gets used to the revolving problem-solving process, it becomes second nature.
Design is nothing but a tool to solve problems, whether it’s a product, a service or an experience. A “brand designer” is someone who solves problems within the branding and business systems, that are separated things, but very much connected. It involves many aspects that are not physical: how people react to words, perception, smells, sounds, and pretty much anything related to human senses. It’s a convoluted, complex concept to explain in a few words. Design Thinking consists of the following steps: empathize, define, ideate, prototype, and test. Each step can be revisited at any time of the process.