![]() ![]() The team focuses on strategic thinking, problem-solving and the cognitive aspects of design. “ Head” symbolizes the intellectual component. © American Institute of Graphic Arts, Fair Use More than a process, the Head, Heart and Hand framework outlines the different roles that designers must perform to create great results. It integrates the intellectual, emotional, and practical aspects of the creative process. The Head, Heart, and Hand approach by AIGA (American Institute of Graphic Arts) is a holistic perspective on design. Head, Heart and Hand by the American Institution of Graphic Arts (AIGA) Global design leaders and consultants have interpreted the abstract design process in different ways and have proposed other frameworks of design thinking. Innovation doesn’t follow a linear path or have a clear-cut formula. The goal is to gain a deep understanding of the users and their ideal solution/product. These stages are different modes that contribute to the entire design project rather than sequential steps. The test might throw up new insights, based on which the team might refine the prototype or even go back to the Define stage to revisit the problem. The team tests these prototypes with real users to evaluate if they solve the problem. This may be as simple as paper prototypes. The team produces inexpensive, scaled-down versions of the product (or specific features found within the product) to investigate the ideas. The aim is to identify the best possible solution for each problem. Stage 4: Prototype-Start to Create Solutions With the foundation ready, teams gear up to “think outside the box.” They brainstorm alternative ways to view the problem and identify innovative solutions to the problem statement. Stage 3: Ideate-Challenge Assumptions and Create Ideas The team may create personas to help keep efforts human-centered. These definitions are called problem statements. Once the team accumulates the information, they analyze the observations and synthesize them to define the core problems. Stage 2: Define-State Users' Needs and Problems Empathy is crucial to design thinking because it allows designers to set aside your assumptions about the world and gain insight into users and their needs. The team aims to understand the problem, typically through user research. Teams often run them in parallel, out of order, and repeat them as needed. Their design process has five phases: Empathize, Define, Ideate, Prototype, and Test. Stanford University’s Hasso Plattner Institute of Design, commonly known as the d.school, is renowned for its pioneering approach to design thinking. Design thinking reverses this process and advocates that teams begin with desirability and bring in the other two lenses later. Traditionally, companies begin with feasibility or viability and then try to find a problem to fit the solution and push it to the market. The viability lens is essential not only for commercial organizations but also for non-profits. The organization must be able to generate revenues and profits from the solution. Viability: Generate ProfitsĪ desirable and technically feasible product isn’t enough. If teams begin with technical constraints, they might restrict innovation. The team may iterate on the solution to make it more feasible or plan to increase its resources (say, hire more people or acquire specialized machinery).Īt the beginning of the design thinking process, teams should not get too caught up in the technical implementation. However, given the team’s current (or future resources), the team evaluates if the solution is worth pursuing. In theory, any solution is feasible if the organization has infinite resources and time to develop the solution. Once the team identifies one or more solutions, they determine whether the organization can implement them. The team then thinks about solutions to satisfy these needs from the end user’s point of view. The team listens with empathy to understand what people want, not what the organization thinks they want or need. The design thinking process starts by looking at the needs, dreams and behaviors of people-the end users. © Interaction Design Foundation, CC BY-SA 4.0 Desirability: Meet People’s Needs Teams begin with desirability and then bring in the other two lenses. The design thinking process aims to satisfy three criteria: desirability, feasibility and viability. The End Goal of Design Thinking: Be Desirable, Feasible and Viable From architecture and engineering to technology and services, companies across industries have embraced the methodology to drive innovation and address complex problems. Design thinking offers practical methods and tools that major companies like Google, Apple and Airbnb use to drive innovation.
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