Is it possible to teach innovation? Well, it is only a course of creativity which can be brought from inside. Design thinking emphasizes on problem-solving in an innovative manner across the industries and there are some great cases where it has worked absolutely successful; Procter & Gamble used it to re-design and re-rand their category of soap, grocery stores used it decrease the theft rate of shopping carts, Jet-Blue utilized it smoothen their flow of operations. Innovation is greatly required in this competitive industry to define new needs of the customers and even address their problems. Innovative way of solving problems is crucial in this industry which can be obtained by understanding the concept of Design Thinking deeply.
The directors; Perry Klebahn and Jeremy Utley of the Stanford’s Hasso Plattner Institute of Design, known as the D. School literally knock down the foundation of the design thinking into two main components; empathy- where the actual innovation begins and prototyping- how that innovation is applied in real life. Klebahn says that Empathy is the concept that you should deeply understand the user or customer personally. Via design thinking, students get an opportunity to learn techniques of interview that can help them to identify the customers’ needs or even address problems regarding a product or a service
Of course, there is another important component of design thinking-experimentation. It is important to put a low-solving application of the innovation in front of the customer in the early stage of the product development process. This facilitates the customer to react to the entire idea and as a result, the designer can quickly clearly evoke the customer to share his concerns and needs, likes or dislikes. When the developer of the idea, who is a good listener and open to receive feedback, gets an early feedback, this feedback is not applied in the ideology either financially or emotionally. Based n the received feedback from the customer, students of design thinking develop an unanticipated range of all the possible solutions all over again and again redesigning and revising the rough application of idea; prototype to take it back on the field and experiment is again. This process only works if you take real action, take it in front of your customer and really manifest the customer’s reaction on to your prototype.
Great momentum and high excitement can be generated in the organization only when the customer-focused attitude is learnt about the customer and owning their problems. Precisely, the theory of Empathy and Prototype compels design thinkers on defining the problems first before they even attempt to solve them.
Utley says that failures of industries rarely occur because of wrong answers; they commonly come only due to wrong questions. Each and every organization can greatly benefit by thoroughly understanding the theories of design thinking. To further have a close insight, Empathy and Prototype: A hands on Dive into the Key Tools of Design Thinking, is an online course on design thinking which is delivered by Klebahn and Utley through the Stanford Innovation and Entrepreneurship Certificate at create.stanford.edu.