Design Thinking is Receiving a great deal of attention as increasing numbers of innovative organizations succeed in solving complex problems by creative means. In doing so, many of these firms implement specific ‘design methods’ such as observational research, iterative prototyping and storytelling alongside more mainstream approaches. But as any professional designer will attest, design thinking entails much more than applying _methods: _to create value, methods must be applied together with design sensibilities.
Design sensibilities consist of the ability to tap into intuitive qualities such as delight,beauty,personal meaning and cultural resonance. Such subtle qualities are difficult to put into words and thus are generally discounted in the workplace. Managers schooled in analytic and rational decision making may find the idea of relying on their sensibilities uncomfortable. But when coupled with design methods, design sensibilities create the experiences and outcomes upon which successful businesses capitalise: clear distinction from competitors, lasting market impact and customer loyalty.
Cultivating Sensibilities
Innovation involves making multiple judgment calls about what to express and how, from a project’s big strategic idea to the fine details of implementation. Sensibilities not only guide these decisions, they also ultimately influence how people experience the resulting product, service or brand. Will customers simply end up getting something that ‘works’, or will they make an emotional connection with it - one that entails personal and cultural relevance and inspires future loyalty?
Design Thinking is Receiving a great deal of attention as increasing numbers of innovative organizations succeed in solving complex problems by creative means. In doing so, many of these firms implement specific ‘design methods’ such as observational research, iterative prototyping and storytelling alongside more mainstream approaches. But as any professional designer will attest, design thinking entails much more than applying _methods: _to create value, methods must be applied together with design sensibilities.
Design sensibilities consist of the ability to tap into intuitive qualities such as delight,beauty,personal meaning and cultural resonance. Such subtle qualities are difficult to put into words and thus are generally discounted in the workplace. Managers schooled in analytic and rational decision making may find the idea of relying on their sensibilities uncomfortable. But when coupled with design methods, design sensibilities create the experiences and outcomes upon which successful businesses capitalise: clear distinction from competitors, lasting market impact and customer loyalty.
Cultivating Sensibilities
Innovation involves making multiple judgment calls about what to express and how, from a project’s big strategic idea to the fine details of implementation. Sensibilities not only guide these decisions, they also ultimately influence how people experience the resulting product, service or brand. Will customers simply end up getting something that ‘works’, or will they make an emotional connection with it - one that entails personal and cultural relevance and inspires future loyalty?
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