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From Lame-storming to Design-storming


We’ve got a lot of offline requests after we wrote “Design Thinking: The Continuum of Innovation” asking us to elaborate more on the Design Thinking Approach – so, here you go!

The concepts of Design Thinking are extremely useful in creating new products or enhancing an existing offering. It is equipped to provide a multidimensional solution by considering human-centric experiences that add and provide value.

Mahuya Ghosh

The first step of the process involves discovering the particular problem and associating it to relevant and concrete experiences. This leads to the research phase wherein we try to analyze and understand the underlying issues and complexities of the problem. The idea is to start with in-depth research with special emphasis on understanding the nature of the problem and studying human behavior. This helps us build out our observations.

After the observations have been collated, the next important phase of synthesis kicks in. This is the phase wherein; we start converging on different ideas and start to develop them further. This process transforms the ideas from abstract world and then synthesizes them to identify insights and areas of opportunity in the real world. This results in a vision that would ultimately serve as a platform for the final concept generation.

The vision based ideas from synthesis phase needs to be bounced off others. This is what the reflection phase is all about.  As the stakeholders reflect on the ideas, contradictions emerge and help in discovering new elements that were not seen or observed before.

The penultimate phase is Launch 1.0. This involves placing small bets having short feedback loops. This is in line with the last phase of evolution wherein heavy iterations take place. We start listening to users, prototype, fail early and then pick up the pieces and launch again.

Design thinking based Product Management involves executing a combination of design, development and content creation to bring a product to the market. It is an on-going process of testing, refining, creating an optimized plan to analyze performance and fine-tuning, till the final product hits the market. Having reached the final product launch, the product manager would have sufficiently tried, tested, failed and re-tried to make the product or solution in line with what the actual users needs (not what buyers’ just want)