Designing thinking and change in practice

by Carolina Faria & Irina Tikanvaara

The teaching sessions with Daniela Marzavan, where we had two thought-provoking days and a hands-on workshop, provided a widening experience of the practical use of design thinking to solve a given task. The goal was to find the solutions for practical cases using design thinking, its methods and tools and also get valuable insights.

Day 1: Find a sustainable solution

We started by learning that team members need a safe environment and team spirit to express their ideas, thoughts and creative mindset. For this, we did a series of exercises and warm-ups to get to know each other, help to build trust and gain creative confidence. The book Creative Confidence describes this as similar to self-efficacy. It is often hindered by the fear of failure, however can be trained through a process of guided mastery (Kelley et al, 2014). 

Another learning is that the identification of needs, especially underlying and latent and the balance between empathy, rationality and creativity, is essential when approaching complex problems (Brown T., 2019). Finding the mutual aspects between desirable needs, technical constraints and business prospection helps to provide a better solution for change. In practical life, the need for change may be obvious, and stakeholders are open to it, but the risk of failure impacts and leads to poor adoption (Liedtka et al., 2017). 

By practising design thinking we have learnt the importance of experiencing cross-silo collaboration, awareness of visualisation and tangible prototyping value, the importance of questioning assumptions, and learning to empathically walk in the shoes of the customers (Augsten et al., 2017). It is good to remember to avoid criticism and rather pick up insights along the process, understand, observe and prototype. 

Day 2:  Work in a team with a wicked problem

A wide-scope issue can be narrowed to a solution for a concrete persona. Such a method helps to provide a specific solution for a group of users rather than everyone and makes the solution assumption explicit and accurate. 

A double-diamond tool with the implementation of zooming in and out technique helps to structure the design process. The importance of information flow to be structured and well organized is also highlighted by Tim Brown. The final achievement of the process is ideation and prototyping a solution, presenting it to strangers and classmates. 

During those days we experienced how wicked problems often have fuzzy processes, with moments of frustration, realization, and excitement. We learned to trust the process. In addition, we got a realistic view of design thinking in organizations. Often companies fail to utilize it, since they conduct short training focused on tools and methods, not on the mindset that enables companies to be innovative (Augsten et al., 2017).

In addition, it is hard to measure the value of DT, but it is suggested to communicate it through practical examples, showing the emotional side (e.g. improvement of customer experience) and the business impact (Mauroner, 2020)

The summary of findings from the workshops is brightly described by Tim Brown, who states the importance of change from design to design thinking (Brown T., 2019). 

References:

  1. Kelley, D., Kelley, T. (2014). Creative confidence: Unleashing the creative potential within us all. London: William Collins
  2. Liedtka J., Salzman R. and Azer D. (2017). Design Thinking for the greater good. https://ereader.perlego.com/1/book/773707/7?element_plgo_uid=ch7__29&utm_medium=share&utm_campaign=share-with-location&utm_source=perlego
  3. Brown, T. (2019). Change by Design, Revised and Updated. New York, NY: HarperBusiness. https://ereader.perlego.com/1/book/744154/9?element_plgo_uid=ch9__21&utm_medium=share&utm_campaign=share-with-location&utm_source=perlego 
  4. Augsten, A., Marzavan, D. (2017). Achieving sustainable innovation for organisations through the practice of Design Thinking: A case study in the German automotive industry. ISPIM. https://www.researchgate.net/publication/358642823_Achieving_sustainable_innovation_for_organisations_through_the_practice_of_Design_Thinking_A_case_study_in_the_German_automotive_industry
  5. Mauroner, O.(2020). Strategic Design. A Study on the Value Added by Design in an Economic Context. Conference International Forum on Knowledge Asset Dynamics IFKAD. https://www.researchgate.net/publication/348871243_Strategic_Design_A_Study_on_the_Value_Added_by_Design_in_an_Economic_Context

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6 responses to “Designing thinking and change in practice”

  1. piritavainio Avatar
    piritavainio

    We learnt an important life lesson on the second day: We should not shy away from the wicked problems! The process was the key like you mentioned. It felt that with each round, the problem became more and more approachable and less “wicked”. Maybe, after all, there are just – problems. You just need to get started and keep going until you’ve learnt enough!

    I think we also experienced the power of diversity in action. Listening to fellow students, I often thought: Why did I not think about that myself? Our minds were often moving in the same direction and on many occasions it was the team colleague who verbalised the lingering thought before I managed to do so. It was inspiring to feel the flow in the team!

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  2. mahletadenew Avatar
    mahletadenew

    I truly enjoyed reading the blog. The main idea of the two-day session was explained nicely; it was indeed designed for us to experience design thinking practically. As mentioned in the blog, the small exercises we did to develop creative confidence and group trust were spot on, and I personally, enjoyed and did feel comfortable with my group mates. In addition to your point on the use of creating a persona, a persona helps us empathize.
    Empathy in design is critical, especially in creating personas. In the journal ‘A Framework for Empathy in Design: Stepping into and Out of the user’s Life’ (Merlijn Kouprie and Sleeswijk Visser 2009), the authors go in-depth on how to integrate empathy in design. The journal iterates the clear difference between empathy and sympathy and shows how empathy is relating oneself to the user and seeing the world in their shoes. Empathy does not judge but relate. Everyone has their own empathic horizon, and the journal iterates a few techniques on how to expand the empathic horizon of a designer. In addition, the journal also describes the phases of using empathy in design. They are discovery, immersion connection, and detachment.

    Reply
  3. coreyjhope Avatar
    coreyjhope

    Thanks for the post, Carolina & Irina! It was a great and insightful recap of the design thinking workshop we had the previous month.The breakdown of the two-day experience offers valuable lessons, not only in the practical application of design thinking, but also in the values of empathy, creativity, and collaboration that fuel this approach.

    You highlighted on the need for a supportive environment where team members feel safe to express their ideas. I also believe that this is a crucial aspect to the process. The references to book ‘Creative Confidence’ by Kelley was also a nice touch.

    This nurturing atmosphere is often the the base upon which innovative solutions are built, and it provides a strong buffer against the fear of failure which often stifles creativity. I’d prefer to use this classroom first, to understand these principles, rather than going straight into my company’s workday and try there. The classroom setting made the process more comfortable, and allowed for the opportunities to test out the methods. It was also pretty enlightening how the students truly come from different fields or work. That connects with your comment on the importance of cross-silo collaboration.

    I also appreciate the emphasis on the importance of identifying both manifest and latent needs when approaching problem-solving. Balancing empathy with rationality and creativity is indeed a delicate dance but is important in crafting solutions that not only meet technical and business requirements but also resonate with the end-users.

    Your commentary on the double-diamond tool and the ‘zooming in and out’ technique was particularly ensightful. It was also a nice reminder of what the method actually is and how it can be applied. It’s a great demonstration of how a broad or complex issue can be meticulously dissected and narrowed down to craft solutions that are not only viable but also deeply empathetic and user-centric. Thanks for your post and I enjoyed the photos of the process!!!

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  4. raquelalonsomiranda Avatar
    raquelalonsomiranda

    Thank you for your post, Carolina and Irina!

    I agree with you that one important learning from our DT lecture it was the importance of identifying underlying and latent needs when tackling a complex problem like sustainability.

    To help us with the identification process, I found interesting David & Tom Keller´s suggestion of adopting a traveler’s perspective, “By adopting the eyes of a traveler and a beginner’s mindset, you will notice a lot of details that you normally might have overlooked”, Creative Confidence, (2014, p.75).

    Reply
  5. jasmintossavainen Avatar
    jasmintossavainen

    Thanks for the post! It was a useful recap of the tools and methods we used in class. Your detailed description of the two-day teaching session with Daniela sheds light on the practical applications of design thinking.

    The emphasis on creating a safe and collaborative environment on Day 1 is particularly noteworthy. I think fostering trust and creative confidence among team members was crucial for us to utilize the potential we all have! As you mentioned, creative confidence sheds light on the importance of overcoming the fear of failure, which often hinders the creative process, and I couldn’t agree more.

    Your insights into the identification of underlying needs while maintaining a balance between empathy, rationality, and creativity are especially pertinent. Tackling complex problems requires a nuanced approach, and your post beautifully illustrates the challenges and opportunities in this process!

    Reply
  6. suvisaa Avatar
    suvisaa

    Hi there,

    you managed to capture the most interesting learnings from the workshop!

    The biggest learning for me – not having studied Design Thinking but innovation before – was the building of a safe environment and team spirit through exercises and warm-ups getting to know each other. This is often, basically always forgotten in our daily work. This leads to individuals not coming forward with issues before its almost critical.

    Another lovely learning from the workshop was trusting the fuzzy process of solving wicked problems. How very true! In the future instead of stressing out about the fuzziness I´m just going to look at objectively as a part of the process.

    Both of these learnings are often overlooked and trainings are focused on tools and methods. As you and Augsten et. al. (2017) suggest, these mindsets enable companies to be innovate.

    Reply

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