Design Thinking vs Human Centred Design
At this point, you may be thinking: “They sound very similar”. And you’re right. In many ways they are. But there are some really important differences.
However, despite their differences, the two can be used in conjunction, providing you with both the mindset (Human-Centred Design) and the Toolkit (Design Thinking) for creating products and services that solve the real problems for users.
In both cases, users and stakeholders are involved throughout the product development process, which is what makes them such a winning combination.
Putting The User First
Design thinking helps shift focus away from a ‘features- first’ approach to a ‘user-first’ mentality.
By observing and speaking directly to users, you can solve the problems that real people face. That’s the difference between adding value, versus blindly adding features
based upon assumptions. Great problem-solving taps into a customer’s feelings and experiences to provide purposeful and informed changes.
Calls for Collaboration
Design Thinking calls for collaboration, creating a positive environment that’s great for growth and experimenting. The framework is changing how businesses reveal problems or opportunities for innovation. Design Thinking informs human-centred innovation and begins with developing an understanding of customers’ or users’ unmet or unarticulated needs. The purpose of design, ultimately, is to improve the quality of life for people and the planet.
Why Design Thinking?
Design Thinking is used as a strategy for innovation. Design-led companies such as Apple, Pepsi, Procter & Gamble and SAP have outperformed the S&P 500 by an extraordinary 211%! Successful businesses are making billions by recognising the value of integrating Design Thinking into their business processes.
All great innovators in literature, art, music, science, engineering, and business have practised it. 75% of organisations self-reported that they are engaged in Design Thinking.
Some of the world’s leading brands have rapidly adopted the Design Thinking approach, and Design Thinking is being taught at leading universities around the world, including
Stanford d.school, Harvard and MIT.