Design Thinking in Business - Essay Example

Introduction

Design thinking is the design-specific cognitive process that designers (architectural designers, web designers etc.) use while designing. Design (verb) refers to a certain way of thinking. This way of thinking is usually inclined toward solving a problem or making things better. Designing a bridge solves the problem of transporting between two places that would otherwise take a longer route. Similarly, designing a ball point pen solves the problem of carrying quills and other difficult objects around for writing something on the spot. This essay is an attempt to elaborate this concept, and the three examples chosen for this essay are all from the world of technology.

My definition of design thinking

Design thinking is the cognitive process intended to create or modify something to solve a problem.

Examples of Design Thinking application in a business world

There was a time when designers focused solely on product development; they would work on design in isolation (Brown, 2009), but today nothing could be further from the truth. It is a common notion regarding ‘design’ that it must look pleasing to the eye. But considering its refined and redefined role, it can be perceived as a combination of functionality and aesthetics. The appearance of the design creates perspective in the eyes of the viewer. This has many implications such as designing a memorial or a statue to honour a literary scholar. In such instances, the design becomes part of a culture bearing sentimental values. It becomes symbolic of that time and place. Many nations across the world take pride in certain designs as they symbolise cultural values. For instance, the design of the Taj Mahal in India is considered among the Seven Wonders of the World. It is iconic of India and represents Indian architectural acumen. Here are three examples that shed light on design thinking in the world of technology.

• Smartphones

In the last two decades one gadget that has captivated the masses, even making them addicted to its usage is cell phones. It is has replaced TVs, desktop computers and even laptops. People can take their office work with them or be on social media and connect with hundreds or even thousands of friends. This evolution has been the product of design thinking. Over the years, the designers at phone companies had been working on making handheld devices that are light yet pack so much technical advancements that it is both fun and also takes care of business. These phones have been designed in such a way that the nature and complexities of the apps used in smartphones has turned the world into a connected web. Such transitions occur from basic thoughts such as studying the way people hold the phones in their hands and how they interact with its screen. This is the essence of design thinking that phones have become devices that can be considered an extension of human body. Design thinking has a much more prominent role to play in the business world, given that management ideas and strategies are readily copied and abused (Brown, 2008). Now, artists sketch their imaginations on their phones screen, writers record their epiphanies and creative idea, while entrepreneurs map out solutions to different problems and share it in real time with their co-workers and business partners. The necessity and convenience has dictated the design and usability of the cell phone.

The success of phones in the past has shaped the way we see technology in phones today. Over the years phone users have accepted and rejected many designs. The new versions and designs of smartphones are based on the feedback of the customers. This has made design thinking one of the most critical decisions of the business. For instance, big phone companies such as Samsung and Apple, have to meet expectation for their quarterly company reports to attract investors. To achieve that they have to sell a certain number of phones, tablets, laptops etc. every year. This all comes down to design thinking and how the company markets it. Regardless of what the phone reveals about its specifications before its release date, the first thing people notice in it is its design.

Apple has seen the kind of success that no other company has seen. It became the world’s most popular and biggest company in terms of market share. Design is its hallmark. From its unique logo that is one of the most recognized brand logos in the world speaks volumes of what design means to the company. A design-centric company encourages its employees to observe and conclude what people want and need (Kolko, 2015). And the result of these observations is the iconic iPhones (see Figure1).

Fig1: iPhone Design

The customers notice (even without consciously thinking) how it looks and feels in the hand. In the old days, smartphones used to have much smaller screens. With the passage of time, designers had to enlarge screens, making it bigger, brighter and more user friendly. The device had to fill in certain needs to take care of an average person’s busy schedule in the 21st century. The concept of design is changing as it is now being perceived as a means for solving problems in areas as wide as IT, medicine education and business (Dorst, 2011). Communication has become much faster in the last two decades, and the speed of business competition has been right along with it. Design thinking can be summarized in such a way that solving managerial problems the way designers approach their designs, but it means much more than that (Rylander, 2009). Design thinking had to consider these factors to make sure that phones were being designed according to the ever-changing needs of the customers. And now, the result is that there is a billion dollar market of phones and tablets that sell to a wide range of audiences. There are smartphones specifically targeting the older population that are not that tech savvy, then there are phones for business specific customers. Flashy, eye catching phones are to attract the teenagers and people in their early twenties. Design thinking in phone technology needs to encompass aesthetics, financial elements, functionality and market demands.

• Televisions

Television have been providing news and entertainment to people for decades. The old bulky designs for the TVs is almost symbolic of the 1940s and 1950s era. It was the technology of the old days that defined its designs. They used pictures tubes and black and white displays. The TVs were a lot heavier and with very few functionalities (see Figure2).

Fig2: 1940’s TV

But with time its design changed dramatically. The companies realized the need of customers and with improvement in technology the designers refined the TV viewing experience. Design thinking is a process where the thinker often creates this balance in an organization between exploitation and exploration (Martin, 2009). The unique balance between meeting the financial needs of the company and creating a better design (product) became the real difference that gave companies an edge over their competition. In the twentieth century design thinking has evolved into an element of sorts that is not disconnected from the past. It grew from a “trade activity to a segmented profession to a field for technical research” (Buchanan, 1992, p. 5). Figure3 sows how the modern TV sets can be hung on the wall.

Fig3: Samsung Curved Screen TV

The business of TV snatched the radio listeners away and now it is a multibillion dollar and an extremely influential medium. Design thinking has shaped TVs in the form of entertainment; the most frequently sought after place to go to after work. The designers were aware that TVs will have to compete with laptops and phones one day. What people used to watch on big screen in their homes can now be saved on hard disk. This is a competition for TV companies. Designers had to figure out a way that would put TV back in the leading business position. Therefore, the machines became thinner and much more realistic displays. Smart TVs were designed that had the compatibility with other ‘smart’ devices such as phones, laptops and tablets. Now one can send pictures and videos from their phones to TV sets. The whole family can experience the social activity on TV screens, they can talk to their loved on skype trough their smart TVs. The business competition was such that the TVs had to offer something that phones and laptops cannot provide. When it comes to the comparing displays there is no competition, TVs are ahead of laptops and phones by a significant margin.

This is a boundary, and phones and laptops cannot compete with TVs. There is only so much power that a phone or a laptop can carry. Plus the world has not yet reached that level of hologram and laser effect that would create 3d images in space from phone and sell it that device to the masses.

• Hybrid or Green Cars

These days the talk of climate change and global warming is prevalent. This talk can be ‘for or against’ the issue, however, the debate is common. Design thinking is not an isolated concept and social issues such as climate change and pollution do impact the design evolution of an item that the masses will use. Hybrid or green cars present an example of design innovation. Such a design packs the influence of the society plus technological convenience of making a fuel efficient car.

Design thinking is now being considered a novel “problem solving methodology” (Liedtka, 2015, p. 925). Pollution concerns was a problem and efficient design thinking provided the solution. And the result is that at the moment many hydrogen based cars exist. The major problem in its designs have the storage of hydrogen fuel. It demands sufficient space that makes the car heavier and bulkier. Design thinking needs to maintain the aesthetics of the car, keep it aerodynamic and fulfil the purpose of keeping it ‘green’ for the environment.

At the moment two storage systems are available; Compression and metal hybrids. The idea of bringing hydrogen fuel for cars is not brand new. This technology is being used in designing sports cars, submarines and other special vehicles. The problem here is to put the system in a car that is available for mass usage, a car that is convenient and efficient. Designers and managers have been differentiated by some scholars in an interesting way from designers. When a wicked problem is presented managers tend to avoid it as their reputation stems from certain persona as if a failure to solve a complicated problem will somehow tarnish their image, designers on the other hand, embrace such challenges (Melles, Howard, and Thompson-Whiteside, 2012). Figure4 shows a hybrid car from Mitsubishi.

Fig4: Mitsubishi i-MiEV

And the designers embraced the challenge of making green cars. In the global context a green car design that becomes popular can be revolutionary. It would replace an existing multibillion dollar car design. Conventional fuel based cars are everywhere around the world. People are used to their designs, and the way they work. Replacing that habit with a green car design is a challenge however, if successful (both financially and in aesthetically) it would change the business dynamics of the car industry. Also, it would put a serious question mark on the gas industry. Giants such as Shell and other oil companies rely on selling conventional fuel to cars for their enormous revenues. If green car design, most probably based on hydrogen fuel, becomes the primary choice for people it will be a huge success for design thinking.

Interestingly strategy, innovation and design thinking might appear as distinct concepts however, there is a “paradoxical relationship” between the three (Johansson and Woodilla, 2009). And this relationship manifests itself in the green car design as the design thinking model requires meeting certain standards. It goes without saying that it is a competition; the green cars are competing against conventional car designs. The design thinkers will have to combine the best of technology (in fuel efficiency and sustainability of hydrogen) with aesthetics.