- It might be better to call the true process design doing
rather than design thinking.
A full design thinking cycle includes a validation phase,
where you build out the design concepts
and test them with your customers.
It also helps you plan and prioritize
the implementation details so that you can move straight
into your development process.
If you're planning on engaging an agency
or learning design thinking techniques at a design school,
first check that the company that's going to work with you
or your new found skills will take you all the way through
to a working, tested prototype
and project planning exercise.
If not,
I'd suggest that all you're really doing
is paying some people to come up with design concepts,
not executable plans.
Don't hire agencies or send your team to courses
where the output is just a concept.
Insist these people show you how design thinking leads
through to a verified prototype
and a believable project plan.
I also think it's a bad idea to hire agencies
who spirited group of your executives off
for an offsite meeting without also involving
the team members, who'll be doing the implementation work.
Sure, the executives are great at helping the agency
to understand the strategic needs of your business.
However, the agency also has an obligation
to help your implementation team understand
the very real needs of your customers.
The best way for that to happen
is for agency and team members to partner on customer visits
and to work together to build solutions.
Nope, I don't have it in for agencies.
Remember, I'm an independent consultant, too.
I earn my living working with other companies,
just like the agencies do.
In fact, I've partnered with some great design companies
to deliver design thinking workshops to my clients.
What I'm saying is some agencies are better placed
to help you succeed.
The ones who work with you
to verify the design ideas and create a plan
are taking some of the very first steps
towards that success.
They're engaging in design doing
rather than just design thinking.