| Abstract |
The use of design thinking [DT] method brings practical problem-solving and user-centered thinking closer to innovation, which can lead to differentiation and competitive advantage. The paper provides an explanation of the concept DT method, history and background, as well as an overview and a visualization of the stages of the innovative design process. The paper also presents examples of DT method in scientific research, education and business practice. The first problem that needs to be faced is the term "design", precisely because it is an everyday word, and yet it has a specific and different meaning for various groups of people. "Design" is both a noun and a verb, and can refer either to a final product or to a process. This paper primarily deals with design as a process, and how it works. The relationship between the process and the product and the end user represents the DT method. It is important to mention a 1972 study conducted by Bryan Lawson, that confirmed and defined the difference between two methods of finding solutions: 1. finding solutions directed towards the problem and 2. finding solutions directed towards a solution. The study showed a different approach to problem solving by designers and by scientists. There are many definitions of DT method and each of them is equally accurate. In this paper the method is defined simply as a method for practical and creative problem solving and finding solutions, with the aim of achieving improved future results. The method refers to design-specific cognitive activities that architects and designers apply in design process. But it is important to note that DT is not intended solely for architects and designers, nor is it reserved for creative industries. This method helps to understand and develop creative ways of solving a particular problem. Regardless of the challenge that is being solved, DT always starts and ends with the user. It is therefore an ideology supported by the accompanying process, which emphasizes that a practical and user-oriented approach to solving problems can lead to innovation. DT framework follows the overall flow: 1. understand, 2. research/explore, 3. materialize. Within the three mentioned groups, there are six phases: 1. empathize, 2. define, 3. ideate, 4. prototype, 5. test and 6. Implement. The analysis of available literature and sources on DT concept, shows that there are numerous interpretations of the concept and illustrations of the DT process, which differ in the way of interpretation, the way of presentation and the number of phases. According to an expanded scheme, the DT process consists of the following three groups: 1. understanding the inspiration, 2. researching the solution, and 3. materializing the vision. Each of the three mentioned groups consists of three sub-phases. The first group, understanding the inspiration, consists of the following: 1. understanding, 2. observing, and 3. considering. The second group, searching for the solutions, consists of the following: 1. concept, 2. prototype/making, 3. test. The third group, the materialization of the vision, consists of the following: 1. story, 2. launch and 3. business. The focus of DT research in this paper is primarily placed on the first two groups and secondary on the third group given the focus of the application of DT method primarily in scientific research and education, and secondary in business practice. The paper presents examples of the application of DT in scientific research (workshop "Making & Sharing" 2016), education (workshop "Designathon Zagreb" 2016) and business practice. The reflection on the methodology that is based not only on DT, but also on the maker culture and maker movement results in an author's analysis in which the DT phases are associated with: a) groups of people / stakeholders and b) types of spaces. The first group of DT phases (understanding of the inspiration: understanding, observing and considering) is the "idea factory" and is associated with local community, in terms of stakeholders and with makerspace in terms of type of the space. The second group (exploration of the solution: concept/the idea, prototype/the creation and test/the verification) represents the elaboration of the ideas and is associated with the academy in the sense of stakeholders, and with fablab in the sense of the type of space, while the third group (materialization of the vision: the story, the startup and the business) is the startup idea and is associated with the Business sector in the sense of stakeholders and with coworking space in terms of the type of space. It is a common misconception that DT is a new method. On the contrary, such an approach has been practiced for a long time. Approach which was primarily used in the product design is now "ingested" in the field of research, education and corporate culture. In research, education, but also in large organizations, we are witnessing the ongoing shift. The shift that design puts closer to the center of interest. But the shift or change does not apply to aesthetics. It is about applying design principles to the way people work. This new approach largely responds to the increasingly complex nature of modern technology and modern ways of researching, learning and working. Simplified, DT is a method for practical and creative problem solving and creating solutions. The DT method proved to be extremely practical, and it is the result of the need to find innovative solutions in a dynamic environment where traditional methods and tools are no longer sufficient. Today, DT is a multidisciplinary way of finding innovative solutions, releasing creative energy and focusing on the real problem, stimulating the development of innovation culture. It is a possible tool and a guide to circular economy. |