On design thinking....

Before I attended Hyper Island I thought that design was limited to the end of a process and making things look pretty.  I was wrong.

Design thinking is an approach to problem-solving used by some of the world's most successful companies. It is an iterative way of working that seeks empathy with users to understand their problems and needs.  Ideation is used to generate as many ideas as possible before experimentation, creating prototypes and testing the ideas.

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IDEO’s Tim Brown, a founding father of design thinking defines it as “a discipline that uses the designer’s sensibility and methods to match people’s needs with what is technologically feasible and what a viable business strategy can convert into customer value and market opportunity.”  


As the diagram below highlights, the best way to get to the sweet spot of innovation is through design thinking and starting with the user.

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Don’t take my word for it, Apple’s Steve Jobs once said;

'You've got to start with the customer experience and work backwards to the technology. You can't start with the technology and try to figure out where can I sell it.' 


It might seem like an additional step to those unfamiliar with design thinking, folks who value designing, building, writing code and shipping products.

But trust me, following the design thinking process and involving users early in the process will save you time and money in the long run.