The Rise of Design Thinking: Harnessing Creativity for Business Innovation

This week in design
Here are a few scoops of this week from around the world 👇

• Wikipedia's new sound logo had a seriously ambitious design brief
  Most designers will have received some tough briefs in their time, but Wikipedia's call for proposals for a sound logo was a particularly tall order. The community-run online encyclopaedia wanted nothing less than "the sound of all human knowledge" for its new audio identifier.

• Why design thinking is a critical skill for today’s business leaders
  Deft communication, agile decision-making, systematic innovation, comprehensive customer service and ongoing learning and development are essential ingredients for success in today's competitive business environment. And design thinking can assist leaders in improving in each area.

• An optimistic act: From architecture to politics
  The path from architecture to politics is rarely trodden, but Elizabeth Watson-Brown took it. As the member for Ryan, her aim is to create systemic change by design. Watson-Brown spoke with Sheona Thomson about how her architectural career prompted her to stand for election, why she believes it prepared her for the role, and what she hopes to achieve as a member of parliament.

Design thinking is emerging as a powerful tool for businesses seeking to drive innovation, foster creativity, and solve complex problems. By incorporating elements of empathy, experimentation, and iteration, this human-centered approach to problem-solving is helping organizations adapt to a rapidly changing business landscape. In this article, we will examine the successful implementation of design thinking by two notable companies, IBM and Google, and explore popular design thinking theories and models that are driving innovation.

👁️🐝Ⓜ️ IBM: Leading the Charge in Design Thinking

One of the pioneers in integrating design thinking into its core operations is IBM, a global technology giant. In 2013, the company launched its Enterprise Design Thinking initiative, aiming to reorient its culture, products, and services around the needs of its users. IBM trained thousands of employees in design thinking principles and created dedicated design studios to facilitate collaboration and innovation.

This shift in approach has led to significant improvements in the development of products and services, and has enhanced the company's ability to identify and solve customer pain points. IBM's Watson, an AI-based technology designed to assist businesses in making data-driven decisions, is a prime example of how design thinking has led to innovative solutions that are both practical and transformative.

🔴🟡🟢🔵 Google: Design Thinking for Continuous Improvement

Another notable company that has successfully integrated design thinking is Google. Through its Google Ventures (GV) arm, the company uses a design thinking framework called the Design Sprint to help startups and businesses rapidly prototype, test, and iterate on their ideas. The Design Sprint is a five-day process that includes stages such as mapping, sketching, deciding, prototyping, and testing. This structured approach to innovation enables companies to quickly identify promising ideas and determine which ones are worth pursuing further.

By using design thinking, Google has been able to launch innovative products and services such as Google Assistant, Google Photos, and Google Flights. The company's commitment to design thinking has also helped create a culture that values continuous improvement and encourages employees to think creatively about problem-solving.

💡 Popular Design Thinking Theories and Models

Several design thinking models have gained popularity in recent years, with each emphasizing different aspects of the process. Some of the most widely used models include:

The Stanford d.school's 5-step process: This model, developed by the Hasso Plattner Institute of Design at Stanford University, includes the stages of empathize, define, ideate, prototype, and test.

The Double Diamond model: Created by the British Design Council, this model consists of four phases – discover, define, develop, and deliver – which are represented by two converging and diverging diamonds.

The IDEO 3I model: This model, developed by design consultancy IDEO, focuses on three stages: inspiration, ideation, and implementation.

Each of these models provides a unique perspective on the design thinking process, but they all share a common goal: to encourage creativity, collaboration, and user-centered problem-solving.

The success of IBM and Google in implementing design thinking serves as a powerful reminder of the potential of this approach for driving innovation and solving complex problems. As more organizations recognize the benefits of design thinking, it is becoming an essential tool for fostering creativity, enhancing problem-solving abilities, and ultimately, staying ahead in an increasingly competitive business environment.

By familiarizing themselves with popular design thinking theories and models, business leaders can begin to incorporate this approach into their own organizations, empowering employees to think creatively, collaborate effectively, and develop innovative solutions that meet the needs of their users.

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