Article published on LinkedIn - Link here.
Design Thinking is evolving. It's one of the most critical tools to address real-world business challenges. However, Design Thinking is not new - It's been used for a long time. I was browsing some of the latest hot topics and buzzwords in the industry and bumped into the writings and videos of John Maeda. It provided me a jump start on the topic. This is my attempt to share my understanding. More to come when I master the subject in the coming days.
John Maeda is an American executive, designer, and technologist. His work explores where business, design, and technology merge to make space for the "humanist technologist."He is the Global Head, Computational Design, and Inclusion at Automattic, where he seeks to address the diversity gap in tech by exploring how inclusion can be a key ingredient for success in the technology industry. [Reference: Wikipedia]
John categorizes Design Thinking into three broad categories based on the three designs - Classical Design, Business (Design Thinking), and Technology(Computational Design). I find this interesting. This provides a whole new perspective on how one thinks and approaches solving the issue. This will be my new research area for the next several months(Read, Understand, and Make it Simple:-)).
Classical Design - It's been there for a long time. Most of the essential products in our daily life today were developed using the classical design approach. As John explains this "There is a right way to make what is perfect, crafted, and complete".
Business "Design Thinking" - Design Thinking in the marketplace today is focused on this. It follows the cycle of Empathize, Define, Ideate, Prototype, Test, and Implement. The aim of this approach is to find the needs of the customer, design the product fit the requirement, and eventually create new markets. Design Thinking helps to innovate new products and services based on the deep customer insight on their usage and interaction patterns.
Technology "Computational Design" - This is the future of Design Thinking - It has the ability to reach billions of people, at scale. Facebook, Google, Apple, and others are using the massive computational power and reach to innovate and design features and products, and rolling out online. This is still evolving and needs further research.
All the three designs need to co-exist and work together to create an excellent product or service. The challenge for the business is to get the power of design thinking to gather insights and analyze(Business & Technology) to create a product/service using classical design.
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