Creative strategies for innovative design
If, at a slightly later stage, the conceptual design turns out to be off-target or website visitors criticize the user experience, the classic web design approach does not provide for a return to earlier stages. In addition, there is insufficient room for creative problem solving. Design thinking is a methodology that meets these challenges and enables innovation. But what exactly is Design Thinking and how does it help in the web design process?
Traditional methods focus on aspects such as technical feasibility and compatibility with existing structures. In the process, the focus is often lost on the wishes and needs of the users. The result can be a website that is not accepted to the desired extent. Design Thinking focuses on the users and is able to react flexibly to changes.
WHAT IS MEANT BY DESIGN THINKING
Design thinking is a special problem-solving approach, a non-linear approach. Unlike traditional methods, the needs and desires of the user are at the center of the process. It is an iterative process that aims to understand the user and challenge the initial understanding of the problem. The goal is alternative and less obvious strategies and solutions, but ones that are actionable and desirable to the organization.
REACHING THE GOAL IN FIVE PHASES
Cognitive scientist and Nobel Prize winner Herbert A. Simon was the first to mention design as a way of thinking in his 1969 book The Sciences of the Artificial. In the 1970s, he then contributed many ideas that are now considered principles of design thinking. Given the passage of time, there are now numerous versions and models of design thinking.
The 5-phase model developed by the Hasso Plattner Institute of Design at Standford University is particularly interesting for the design sector:
1. understanding: Since design thinking is a user-centered approach, the first step is to observe and build a deeper understanding. What does the user want? What is his motivation? What experiences does he look back on? Needs and desires can be identified by putting oneself in the shoes of the target group.
2. define: The next step is to analyze and synthesize the data collected in the previous phase to identify and clearly define the core problem. The question is not how to achieve the business goal, but how to meet the user requirements.
3. ideation/developing ideas: Building on the defined problems, this phase is about coming up with innovative solutions. The goal is to find alternative ways to solve the problem that go beyond the obvious. The more ideas generated, the greater the chances of obtaining the best possible solution.
4. Build: Now it's time to turn the best ideas into a series of prototypes or test models. The prototypes are evaluated, rejected or accepted, improved, and revisited based on user experience.
5. Testing: In this phase, the complete product is tested. It is important to note that this is an iterative process. That is, the results obtained during the testing phase may require that the previous steps be performed again to obtain the best possible solution.
THESE ELEMENTS INCREASE THE SUCCESS OF DESIGN THINKING
When solving complex problems, design thinking is particularly successful if the thinking and working structures are adapted somewhat. In this context, the user is to be regarded as the measure of all things. The following elements are of importance:
Variable space: Creativity and the process of creation can be supported by paying attention to the right working environment. A combination of flexible furniture, sufficient space, the right materials and sufficient presentation space gives the necessary room for idea generation.
Multidisciplinary teams: People with different functions, professional skills and backgrounds each bring different thinking styles, personalities and perspectives to the team. This allows multi-layered problems to be solved more efficiently.
Iterative process: The individual phases are run through again and again in iterative loops. This ensures that user-centered and innovative solutions are found. Extensive testing of ideas as well as the evaluation of user feedback ensures that the best result is achieved.
DESIGN THINKING - THIS IS WHAT SHOULD BE PAID ATTENTION TO
The principles of design thinking can and are applied not only in the design field, but also to completely different problems and to entire organizations. The approach is extremely helpful in the creation as well as design of websites to meet the experience and requirements of users. The following aspects should be taken into account:
Those who collect data, carefully observe developments and put themselves in the users' shoes can benefit extensively from the advantages of design thinking.
Failure and going through the individual phases several times is a characteristic of the approach. Therefore, regressions should be seen as progress and not as defeat.
The team should consist of different people. The creative process is enriched by the different perspectives.
GAL Digital uses a creative approach to web design projects, focusing on the wishes and requirements of our customers. With experience, expertise and innovative ideas we are happy to support you with your web project. Contact GAL Digital today to benefit from creative and individual solutions.