If Only More People Thought Like Designers
Designers are creative thinkers who often venture far outside the proverbial box. What a wonderful world it would be if more of us could think like they do.
According to a recent Fast Company article, everyone from businesses to individuals can benefit from what’s called “design thinking,” a methodology or approach that can be used to solve virtually any problem.
Author of the article, Mark Dziersk, teaches a course at Northwestern University called “Design and Design Thinking,” a topic in which he’s very well-versed. As VP of Design at Brandimage/Desgrippes & Laga, one of the world’s largest design and branding firms, Dziersk bases his class on what he’s learned over his 28-year career working with clients ranging from Dove to Motorola.
In another Fast Company article, he lists “10 things you need to know” about design thinking, including the following key points:
*Design thinking needs to start at the beginning of any process – challenging the problem to be solved in the first place. Too often, people don’t call in the designers until the middle or end of a project, when it’s time to improve a product’s aesthetics or create attractive packaging.
*Design thinking focuses on empathy and perception around what people need and do, as opposed to what they say they want. This can sometimes run counter to research findings, states Dziersk. Referring to this insight as the “ergonomics of understanding,” he uses Herman Miller’s Aeron chair to illustrate the point, saying that focus groups told designers the chair was sure to fail. But they courageously moved ahead. The Aeron chair went on to become an award-winning ground-breaker in office seating and is now in the Museum of Modern Art’s permanent collection.
*Designers look past the project they’re currently working on to the next step in the strategy because they realize no problem is solved in isolation. They’re like orchestra conductors who look at the whole, not just the individual parts and pieces.
*Designers are storytellers; they like to use real life experiences to explain the “why” behind their design; that’s what makes it so memorable and so powerful. As an example, Dziersk talks abut Dyson vacuum cleaner inventor James Dyson, who often recounts the story of how many prototypes it took to get the design right.
Dziersk’s theories on design thinking are catching on; there are countless books, blogs and conference panels on the subject. Something supporters should be cautioned about, says Dziersk (who personally holds over 100 patents) are the nay-sayers – that familiar group of people who respond to new ideas by saying, “We just don’t do things that way,” or, “It will cost too much money.”
Certainly, all designers have had to deal with plenty of that kind of response in their careers. But they don’t let that stop them. They just find creative ways to overcome whatever barriers are thrown in front of them. And that may be the best lesson of all.
By Keasha Palmer
