Archive by Author | Marta Kuroszczyk

Design Thinking big bang!

“Here was a curious thing. My friend’s instinct told him the North End was a good place, and his social statistics confirmed it. But everything he had learned as a physical planner about what is good for people and good for cities neighbourhoods, everything that made him an expert, told him the North End had to be a bad place.” Jane Jacobs, The Death and Life of Great American Cities.

Change by Design [1]

In the very first masterclasses about Design Thinking running by Katja Tschimmel and Marina Valenca we, toddlers in the field and students in Service Innovation and Design Programme, went into renaissance era of the design which now is perceived and used as a perfectly crafted methodology by a wider audience including business itself. Big Bang of Design Thinking which – as we were assured – Comes of Age! [2] As lectures went fast with a short history of design and presented different approaches to the design process to smoothly show us their own – well equipped with a whole range of precisely picked tools [3]; like many others, I was waiting for practical part of the meeting. For doing stuff not learning about it, to experience it, to feel it in my heart and to answer fundamental questions: what is, what if, what wows and what works [4]. After all, I took home some thoughts which I present below.

Omnipresent visualisation

If you were asked to describe DT you probably would start drawing something, using Post-its notes, prototyping anything but not words themselves. Visualisation played a priority during our jam session. There is no way to disagree with Liedtka & Ogilvie that “Visualisation make ideas tangible and concrete. […] make them human and real.” [4] It also allows us to avoid misunderstanding and misinterpretation. After that few hours together it is hard to polemise with Katja while saying that “designers analyse and understand problems of the artificial world.” in the meaning that every tangible aspect of the performance was before the creation of intangible thoughts, ideas, notions, and intuition. From this perspective visualisation lets us grab our unrevealed ideas, bring them to the surface and make them enough concrete to evaluate. It also put individual and collective intuition before learning and maybe this is what I the most love about it.

A stream of consciousness. 

If I were asked to show the greatest values of Design Thinking process, I would say that its collaborative, multidisciplinary and co – creative aspects are the most precious one. I enjoyed brain-writing part of our session vastly. But, we always put a human in the heart of all “doing”. In Virginia Woolf’s book the different aspects of Ms. Dalloway; her needs, feelings, context, and experiences are constantly subjected to individual and collective influence and turn from intentions into reality. In DT process it all above makes possible to arise great and innovative idea anchored in the essence of an end user of the service or offering.

Secret Ingredient

Nevertheless to make it happen, I learned that we need to listen to others with engagement on every possible step. In my opinion, like visualisation is the tool of understanding and expressing all ideas and thoughts as listening is the value without which no meaningful idea can authentically bloom. I like how about listening speaks Otto Scharmer and I leave you with his short video to contemplate where innovation and tipping point in any sector starts. Enjoy!

Marta Kuroszczyk

1. “Change by design: How Design Thinking Transforms Organizations and Inspires Innovation.” Tim Brown

2. “Design Thinking Comes to Age”, Jan Kolko Harvard Bussiness Review,

3. “Design Thinking as an effective Toolkit for Innovation.”, Katja Tschimmel

4. “Designing for Growth: A Design Thinking Tool Kit for Managers.”, Liedtka & Ogilvie