Design Thinking Models and Practice: ADD101 Assignment 1

This essay provides a comprehensive overview of design thinking, an iterative process focused on understanding users, redefining problems, and generating innovative solutions. The essay explores various design thinking models, including the IDEO 5-step model, the Prof. Jeanne Liedtka model, the Stanford University d.school model, Edward de Bono's Six Thinking Hats, the IBM Design Thinking model, and the British Design Council Double Diamond model. It delves into the principles of human-centered design, emphasizing user empathy, problem identification, and system thinking. The essay also includes real-world examples of companies and industries that have adopted design thinking models, such as ISS of Copenhagen, Opower, and KMPG, highlighting the benefits of enhanced productivity and user-centric outcomes. The conclusion emphasizes the applicability of design thinking across various sectors, roles, and functions, and its ongoing evolution.

DESIGN THINKING
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I. Introduction
Design Thinking defines an iterative process where one attempts to comprehend the user,
assumptions of the challenge as well as redefinition of the problems in a bid to highlight the
alternative strategies as well as solutions which may not apparent instantly with the initial
understanding level. Design Thinking offers an approach that solution in the solution of
problems. It is a manner of thinking as well as working besides a group of hand-on method
(Oxman, R2017, p. 27).
Design Thinking is about an in-depth interest in the development as well as an understanding of
the individuals for who design is being done of products or even services. It aid in observing
alongside developing an empathy with the target user. Design Thinking aids in the questioning
process: question assumptions, implications alongside problem. this methodology is quite
significant in addressing problems that are either unknown or ill-defined through a reframe of the
problem in ways that are human centric generating numerous ideas in the brainstorming sessions
in the adoption of an approach that are hands-on in testing and prototyping (Liedtka, 2018, p.
77).
Design Thinking as well incorporates continuing experimentation such as sketching, testing,
prototyping as well as examining ideas and concepts. There are five stages of Design Thinking
including empathizing with users of a service or product, definition of the needs of the users,
their problems as well as one’s insights, ideating through challenging the assumptions as well as
creation of the ideas for various innovative solutions, prototyping to begin the process of creating
solutions and finally testing the developed solutions (Carlgren, Rauth and Elmquist, 2016, p. 52).

Thee stages do not necessarily have to follow a given order and may often take place in parallel;
repeating iteratively.
II. Human-Centered Design Thinking
Human centered design is an innovative approach in the solving of problems and revolves
around building an in-depth empathy with the people for which design is done, coming up with
volumes of ideas and creating a bunch of prototypes. Among the principles of human centered
design include:
Focusing on the people: The identification process begins with the question to which design is
being done hence who will use the product (Jerald, 2018, p. 18).
Finding the appropriate problem:- Problems are often classified as fundamental problems as well
as symptoms of problem. It is essential to solve fundamental problem in the first place since in so
doing the root of other problems are solved. Carrying out research and identification of the
fundamental problem needs time and the product team normally thinks they do not have
adequate time.
Treating everything as a system: This advocates for thinking of the picture including what one
wants to attain with his experience and the final results anticipated
Always testing the design decisions: A design solution should always be tested with real people
regardless of the time spent ideating and prototyping (Hass and Edmunds, 2019, p.100). The
feedback generated from the sessions of testing would aid in comprehending the part or segment
of the design that needs improvement (Oxman, 2017).
III. Design Thinking Models

The IDEO 5-step Design Thinking Model
IDEO is acknowledged as among the most instrumental personnel in coming up with Design
Thinking and bringing it to the mainstream. The IDEO Design Thinking model groups the
process of design thinking into three major phases including inspiration, ideation as well as
implementation (Camacho, 2018, p. 635). IDEO was developed by Tim Brown 1991 by Tim
Brown. IDEO 5-step Design Thinking Model suggests five main stages in the Design thinking
process including
 empathize
 define
 ideate
 Prototype
 Test
These five steps however do not follow a specific order and must not be following in an exact
manner to get to the final innovative idea intended to be generated at the end of the design
thinking process.
Figure 1: IDEO Design Thinking model
Source: https://www.justinmind.com/blog/guide-design-thinking/

Prof. Jeanne Liedtka Model
This model is mainly targeting the business audience and tends to offer solutions best approaches
in total quality management for use in the manufacturing sector. In this model, the author
suggests that design thinking goes beyond status quo and habit thinking with the process of
design thinking greatly pegged in collaboration, the innovators have to get beyond confirmation
bias an thereafter note the information that is considered by other stakeholders as vital (Naiman,
2017). People tend to prefer inaction over action in an attempt to evade making mistakes even
though the precise order of tools and actions provided by the design thinking process results in a
sense of a great extent of psychological safety. According to Jeanne M. Liedtka design
thinking incorporates seven major steps from the moment of discovery of custom all the
way to generation of idea that solves the problem at hand. These steps include:
 Immersion
 Making sense
 Alignment
 Emergence
 Articulation
 Pre-experience; and
 Learning put in action

Figure 2: Prof. Jeanne Liedtka Model
Source: http://www.ensynclearning.com/2017/02/design-thinking-by-prof-jeanne-liedtka.html
The Stanford University d.school Model
The Stanford University d.school Model also known as Hasso Plattner Institute of Design is a
design thinking model developed from the Stanford University. The model argues that design
thinkers have a creative confidence which in case approached by a problem that is challenging
and difficult they come up with a method that allows them generate a solution that has not been
held by anyone before. Students learning in the institution are often taken through a range of
experience which change their self-image in a manner they begin to think of being more creative
themselves, what the institution calls creative confidence (Banerjee and Gibbs, 2016, p. 166).
The model is mainly targeting the education sector where it aims at building confidence among
students.

Figure 3: The Stanford University d.school Model (https://medium.com/@sts_news/design-
thinking-is-kind-of-like-syphilis-its-contagious-and-rots-your-brains-842ed078af29)
IV. Other Models
Model Edward de Bono Six Thinking Hats
Model Edward de Bono Six Thinking Hats was developed by Dr. Edward de Bono and the
related idea parallel thinking offers a means for gatherings to make arrangements of thinking
process in a manner that in cohesive and detailed and in so doing thinking more effectively
together. The model was developed in 2005 and is based on the notion that human brain thinks in
various different ways that may be challenged deliberately and thus planned for use in a manner
that is structured enabling one to come up with tactics for thinking regard certain issues
(Krasteva, 2017). The model provides a general perception of design thinking not targeting any
audience with the various hats being representative of “The Big Picture”, “Facts & Information”,
“Feelings & Emotions”, “Critical Judgment”, “Positive” and ‘’New Ideas”

Figure 4: Six Thinking Hats Model
Source: https://mgrush.com/blog/debono-six-thinking-hats/
IBM Design Thinking Model
IBM found itself into Design thinking in 2003 and aimed at coming up with a design driven
culture incorporated in the steps linked to the conventional design thinking process (Lucena et
al., 2016, p. 104). The premise of the model is on three main principles or stages including user-
centered result, loop process involving interactive reinvention and collaborative efforts.
Figure 5: IBM Design Thinking
Source: https://www.toolshero.com/creativity/ibm-design-thinking/

British Design Council Double Diamond Design Thinking Model
The two diamonds in this model are representative of a process of exploration of issues in a
broad and deep manner and thereafter adopting focus action. The stages involved in this model
of deign thinking include discovering, defining, developing and delivering (Irbīte and Strode,
2016, p. 500). The model that was developed in 2004 is based on the principles below:
 Putting people first
 Inclusive and visual communication
 Co-creation and collaboration
 Iteration
The model is mainly aimed at introducing creative and innovative ideas in solving problems in
the entrepreneurship industry.
Figure 6: Double Diamond Design Thinking Model
Source: https://www.designcouncil.org.uk/news-opinion/what-framework-innovation-design-
councils-evolved-double-diamond

V. Companies/Industries adopting Design Thinking Models
ISS of Copenhagen
This company adopted empathy with the employees prior to going into analysis. ISS is among
the largest facilities services firm having more than 500000 staff spread all over the world. The
company conducted a study on how engagement of employees related with customer experience.
They collaborated with Proactuer to conduct the analysis in making comparisons of employee
NPS with customer NPS. A greater chunk of the project was to gain insights into the employee
experience so one can understanding the behaviors as well as beliefs that link employee to the
experiences of clients. They demonstrate a strong correlation between two measures of
engagement and thereby came up with a comprehensive understanding of the actual drivers of a
great client experience.
Opower Company
Opower is company having approximately 600 workers who aid utility companies in building the
use of clean energy besides conservation of energy for their customers. They have a small and
vibrant group of people who mainly aid in the determination of the talent acquisition team. The

adopted a Design Thinking pattern in the determination of where they were supposed to
concentrate their analysis and the problems they picked was on collecting the analytics, metrics
as well as reporting for excellent management of the talent acquisition function.
KMPG Company
Define as a stage in Design Thinking involves creation of a point of view which is based on the
insights as well as needs of the user. The problem is defined prior to be analysis in analytics to
ensure the right problem is solved. In that case, the focus is narrowed by the Design Thinking
process from making a broad discovered of the first step and concentrating it directly to the
required innovation. KMPG started a journey of analysing what guided its employees and their
engagement as well as retention. Early analysis and evaluation directed them to purpose-driven
work as a major area to look into deeply. Such process of refining the objective and being
categorical in the results needed aided focus all of the analytical endeavors besides the metrics
and thereafter reporting required to follow up the results and progress.
VI. Conclusion
Design Thinking is applicable across various sectors, roles as well as function with formal
Design Thinking not yet developed by the research industry and the function of Designing
Thinking stull undergoing evolution. Adoption of Design Thinking in an organization is it
knowingly or unknowingly is essential as it comes along with benefits of enhanced productivity.
References

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In Creating Innovation Leaders (pp. 163-174). Springer, Cham
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Management Conference (pp. 627-641)
Carlgren, L., Rauth, I. & Elmquist, M., 2016. Framing design thinking: The concept in idea and
enactment. Creativity and Innovation Management, 25(1), pp.38-57
Hass, C. & Edmunds, M., 2019. Understanding Usability and Human-Centered Design
Principles. In Consumer Informatics and Digital Health (pp. 89-105). Springer, Cham
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Jerald, J., 2018. Human-centered VR design: Five essentials every engineer needs to know. IEEE
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Krasteva, A., 2017. Edward de Bono’s Instruments of Thinking or About the Lateral Thinking
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Naiman, L., 2017. Design thinking as a strategy for innovation. The European Business Review.
Diakses dari https://www. europeanbusinessreview. com/design-thinking-as-a-strategy-for-
innovation