Design thinking and design doing are two distinctive approaches within the realm of design, each contributing to the creative process in unique ways. While design thinking focuses on understanding users needs and problem-solving through a human-centered, iterative process, design doing emphasizes the practical and hands-on aspects of crafting products and services unto unique solutions to bring an idea to market. Designers use design thinking at the start of their creative process to arrive at the solution to the problem, then they use their craft skills to turn those ideas (even in prototype form) into marketable products and services.
Steve Jobs described the difference between an idea (the outcome of design thinking) and a successful product/service (designing) in the most succinct way.
In this article, we will delve into the nuances that set design thinking and design doing (designing) apart, illustrating their differences with relevant examples.
Design Thinking
Design thinking is a methodology that places a strong emphasis on understanding the needs and perspectives of end-users. This is not the same as asking people what they want! Henry Ford once famously said, "If I asked people what they wanted, they would have said a faster horse!". Design thinking is a human-centered approach that involves empathizing, understanding needs, defining, ideating, prototyping, and testing to address (arrive at solutions to) complex problems. The goal is to ensure that those solutions resonate with the users on a deeper needs level.
An example that exemplifies design thinking is the redesign of a public transportation system in a city. Design thinkers would start by immersing themselves in the experiences of various commuters. They might conduct interviews, observe behaviors at transit stops, and gather insights into the challenges users face. This empathetic understanding forms the basis for defining the problem, identifying pain points, and framing the design challenge.
Ideation in design thinking is often described as involving brainstorming without constraints, encouraging diverse perspectives and fostering a culture of creativity. This is mostly true, but to brainstorm completely without constraints is unrealistic in a corporation. Some understanding of technology, manufacturing, marketing and finances are required in order to arrive at realistic solutions. Prototypes are then developed and tested with users, allowing for iterative improvements based on real-world feedback. This process ensures that the final solution (not yet a design) is deeply rooted in user needs and preferences.
Design Doing
Design doing, on the other hand, is about translating ideas and solutions into tangible outcomes through a hands-on and practical approach to match the corporations abilities, the users expectations of ease of use, desirability and functional excellence. It involves the execution of the design process, turning concepts and plans into physical or digital realities. Design doing is often associated with the technical and production aspects of design, where the focus is on bringing the envisioned solution to life. Make no mistake, design doing requires training, a high degree of skill and experience to know what works and tune your level of execution up to the level that the market requires.
Consider the example of designing a new website for an e-commerce platform. In a design doing approach, the emphasis is on the practical aspects of web development – coding, graphic design, user interface (UI) implementation, and functionality. Design doing is concerned with the execution of the solution and a design vision, ensuring that the website meets technical specifications, is visually appealing, and functions seamlessly.
Unlike the iterative nature of design thinking, design doing is often more linear, following a structured path from conception to execution. This is necessarily the case in order to mesh with the often more rigid processes of a corporation. It involves skilled professionals who bring their expertise to the table, ensuring that the final product aligns with industry standards and technical requirements. The focus here is on efficiency, precision, and the successful realization of the initial design concept.
To illustrate the differences between design thinking and design doing further, let's consider the example of developing a new product, such as a smart home device.
In a design thinking approach, the process would begin with empathizing with potential users. Design thinkers (...and designers at the beginning of their design process) might interview homeowners to understand their daily routines, pain points, and desires regarding home automation. This empathetic understanding would then guide the definition of the problem – perhaps the need for a more intuitive and energy-efficient smart home solution.
Ideation in the design thinking phase would involve brainstorming sessions where diverse ideas are generated without immediate constraints. Prototypes, ranging from simple sketches to interactive models, would be developed and tested with users to gather feedback. The iterative nature of design thinking allows for continuous refinement until the final product resonates with users on both a functional and emotional level.
In contrast, during the design doing phase, designers would have to also solve the practical aspects of manufacturing the smart home device. Design doers, (and engineers and technicians), would take the refined solution from the design thinking phase and focus on the technical details – the choice of materials, circuit design, programming, and manufacturing processes. The emphasis is on turning the conceptual design solution from the design thinking front end activities into a physical product efficiently and effectively.
Another illustrative example is the design of a corporate logo. In a design thinking approach, designers would begin by empathizing with the company's values, mission, and target audience. Ideation would involve exploring various visual representations that align with the brand identity. Prototypes of potential logos would be tested with stakeholders to ensure alignment with the company's image and values.
Once a final logo concept is chosen through iterative feedback loops, design doing takes center stage. Graphic designers, skilled in the technical aspects of logo creation, would use design software to refine the chosen concept. Typically in a design consultancy, the design thinking part might be done by senior designers/principals and then feed into a team to help refine and execute it at a high level of skill. The focus here is on precision in color, shape, and scalability – ensuring that the logo looks appealing across various platforms and applications.
In conclusion, design thinking and design doing represent two integral aspects of the design process, each contributing unique value to the creation of innovative solutions. Design thinking places the user at the center, emphasizing empathy, ideation, and iteration to address complex problems. Design doing, on the other hand, focuses on the practical execution of design concepts, involving skilled professionals to bring ideas to life.
The dynamic interplay between design thinking and design doing is essential for a holistic and successful design process. While design thinking provides the foundation for creative problem-solving and user-centric solutions, design doing ensures that those solutions are realized effectively and meet the technical requirements of the real world. Ultimately, a balanced integration of both approaches is crucial for achieving design excellence and delivering impactful outcomes.