Design thinking for innovation: from exploration to validation

The art of thinking outside the box and developing innovative ways of thinking

You will certainly know the usual advice — “you need to think outside the box” — when it comes to finding creative solutions to existing problems. But how exactly do you put that advice into practice? This is where design thinking comes in: an approach that makes it possible to develop innovative ways of thinking and to move away from traditional problem-solving methods. Contrary to what the name suggests, design thinking is not just about visual design; it is about applying the conceptual thinking and iterative approach of a design process to solve problems.

The focus of design thinking is to improve products by analyzing and understanding exactly how users interact with them and what problems arise as a result. Existing assumptions are critically questioned in order to find out whether they still hold. This can be challenging, as people naturally develop thought patterns that are difficult to break.

Design thinking is an innovative approach that combines traditional analysis with intuitive creativity. Through experimentation and prototyping, the most important part of the product — the user — is always kept in mind.

When and how do you use design thinking?

Whether you want to drive innovation in a business environment, develop new products and services, or establish a more experimental culture in your company, design thinking is the answer. The solution development process is divided into four phases: exploration, ideation, prototyping, and validation.

Phase 1: take a closer look at the problem

In exploration, you examine the initial situation — the problem. Analyze who is using the product or service, identify users' biggest problems, work out what makes the product distinctive, and consider how these problems can be solved. These four points are defined from as many different angles as possible:

• Who is using the product or service?
• What are the user's three biggest problems?
• What makes the product particularly distinctive?
• How can these problems be resolved?

You may get several results for the individual points. As a rule, however, these are only assumptions that have not yet been proven. Check them for accuracy, preferably in an interview with the user, with questions such as:

• Do you know problem X?
• Has this happened to you more than once?
• How do you deal with it when the problem occurs?
• How could it be resolved?

The answers show you whether your assumptions are confirmed or refuted. If new assumptions come up during the interview, you question those in the next interview — until you have validated findings for all four areas of exploration.

Phase 2: now it's time to rack your brains

The ideation phase focuses on formulating ideas. Use a user journey map to describe the steps users take when using the product. Highlight the step where the problem occurs, identify other weak points, and note suggestions for improvement. Then create a user flow that shows the most important elements of the journey in a sketch.

Phase 3: tinkering and crafting

In the prototyping phase, you turn the knowledge you have gained into a prototype. Create models, sketches, or images that make the solution tangible. It is important to bring the findings from the first two phases into a visible form in order to validate assumptions and make sure the problem is solved effectively.

Phase 4: test thoroughly

During the validation phase, you seek direct conversation with your customers and make the prototype available for testing. Set fictitious tasks and ask the test subject to describe each step. Thinking out loud helps you notice positive and negative experiences. Improve the prototype based on the feedback and repeat the test.

It's your turn now

Design thinking is ideal for a small, interdisciplinary team. Make sure to include representatives from different areas of your company. Try things out creatively and give unusual solutions a chance. At the latest during validation, you will find out what your customers really need. Good luck!

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