Design thinking doesn’t guarantee success. It does, however, up your chances of success. It also allows you to fail forward i.e fail but with holistic insight of why things went wrong and what can be fixed in the future.
Deepa Bachu, the CEO and Cofounder of Pensaar spoke at the ProductGeeks Conference 2018 on the design thinking process that has enabled her to work with the leading firms of the day.
In this part of her talk, Deepa goes over the fundamentals of her design thinking process which contains 4 non-linear stages – discover, insight, dream, disrupt. They combine to provide a framework for the evaluation and ideation of products.
- Design thinking doesn’t guarantee success. It does, however, up your chances of success. It also allows you to fail forward i.e fail but with holistic insight of why things went wrong and what can be fixed in the future.
- Start with a problem, not with the solution. Spend time on the problem your solution purports to solve. ‘Peel the layers of the onion’ as Deepa says, and don’t end up unwittingly centering your solution rather than the pain point.
- Empathy is everything. Deepa references the Indian adage that walking a mile in someone else’s shoes requires you take yours off first to drive home the point that empathy for your users is paramount. And unless insight is driven by empathy, it amounts to very little.
- Run rapid experiments with your customers. Make sure you run those on the biggest assumptions about your product, which, if not true, would largely invalidate your product. Essentially, Deepa is saying that gambling big with ‘lean’ is an effective way of discovering disruptions. Deepa sums up her design thinking process in the following manner:
“Start with an open mind. synthesize and get deep insights. Insights that will help innovation. Get into the idea phase and try multiple ideas before you narrow down to the most effective ones. And finally, test those ideas rapidly with your customers.”.
We will be sharing more of Deepa’s talk going forward, so make sure you’re subscribed to the NextBigWhat Youtube channel.