The Merits and Demerits of Design Thinking: Expectations and Realities in Innovation Creation
Introduction.
In the 2010s, the innovation method of “design thinking” gained attention at large corporations around the world and at top schools in Europe and the United States. By applying designers’ problem-solving thought processes to business, it was expected to create innovative products and services that meet customer needs. However, in recent years, contrary to expectations, the limitations of design thinking have been pointed out, and there have been many cases where the initial goal of innovation creation has not been achieved.
In this report, we will explore what caused design thinking to fail to create innovation, and discuss the use of design thinking in creating innovation in the future.
What is Design Thinking?
Design thinking refers to the cognitive activities that designers use in the design process 1. It is an approach to deeply understanding how users interact with a product or service and then using that knowledge to solve problems and create new value.
The origins of design thinking are old and can be traced back to the problem-solving methodology proposed by Herbert Simon in 1969 1. In 2005, design thinking was incorporated into the curriculum at Stanford University, systematized by IDEO’s Tim Brown and others, and introduced into the curriculum at Stanford University (1). In 2005, it was incorporated into the curriculum at Stanford University, systematized by Tim Brown and others at IDEO, and popularized worldwide 1.
Design Thinking aims to create user-centered products and services by repeating the process of empathy, problem definition, idea generation, prototyping, and verification 2.
It differs from traditional business methods in that it focuses on the user’s point of view and a deep understanding of their potential needs 3.
Design Thinking Expectations and Case Studies
By capturing customer needs and facilitating empathy-based problem solving, design thinking was initially expected to achieve the following results
Limitations of Design Thinking
In recent years, however, the limitations of design thinking have also been pointed out.
● Misunderstanding of user needs: it is difficult to capture latent needs that users themselves are unaware of. 9
● Flattening of ideas: too much emphasis on process makes it difficult to generate novel ideas. 10
● Time and cost: process is time consuming and not cost effective. 9
● Incompatibility with organizational culture: may not match existing organizational culture or decision-making processes. 9
● Dealing with complex social issues: not suitable for dealing with complex issues such as environmental problems and social inequality. 9
● Unique products: too much emphasis on the design thinking process may result in products that lack individuality and interest. 11
● Trendy overconfidence: overconfidence in design thinking as a panacea solution and lack of critical evaluation. 12
These limitations have made it clear that design thinking is not a panacea and that simply introducing it will not produce the expected results. However, in recent years, design thinking alone is no longer sufficient to address increasingly complex social issues. There is a growing need for a new innovation method that incorporates not only customer needs but also broader perspectives such as society and the environment 9.
Alternative innovation methods
Alternative innovation methods to design thinking include
Comparison of Design Thinking with other methods
Analysis of reasons why design thinking has not led to innovation creation
We will analyze the reasons why design thinking has not led to innovation creation from the following perspectives
Method-specific issues
● Failure to capture users’ true needs: Design Thinking captures needs through user interviews and observations, but there are limitations in uncovering latent needs that users themselves are unaware of 9. Interviews and surveys may provide only superficial opinions of users, and deeper insight is needed to understand their true needs.
● Constraints on Ideation: The emphasis on process tends to make it difficult to generate free thinking and out-of-the-box ideas 10. While the Design Thinking process promotes efficient idea generation by imposing certain constraints, it also has the potential to inhibit free thinking and accidental discoveries.
● Difficulty in quantitative evaluation: Because design thinking is based on qualitative data, it is difficult to quantitatively evaluate the validity and feasibility of ideas 9. Without quantitative data, it is difficult to objectively judge the validity of ideas, which may delay decision-making and lead to progress in the wrong direction.
Problems in introduction and operation
● Formality: In some cases, the process is implemented only formally and without essential understanding 15. Design Thinking is not just a procedure; it is important to share user-centered thinking and values. However, its effectiveness will be limited if it is introduced in a formalized manner.
● Lack of clarity of purpose: Design Thinking is sometimes used as a mere idea generation method, losing sight of its original purpose of innovation creation 16. Design Thinking is important not only to generate ideas, but also to realize them and deliver value to customers. If it is introduced with unclear objectives, it may not lead to successful results.
● Lack of human resource development: There is a lack of human resource development to effectively utilize design thinking 16. Design Thinking requires a diverse range of skills, including empathy, communication skills, and problem-solving skills. Developing human resources equipped with these skills is essential for the success of design thinking.
● Lack of organization-wide involvement: In some cases, design thinking is introduced in only a few departments and does not permeate throughout the organization 17. Design Thinking is more effective when the entire organization shares user-centered values and strengthens cross-departmental collaboration.
Issues of compatibility with organizational culture and environment
● A culture that does not tolerate failure: While it is important to be fearless about failure and to repeat trial and error, Design Thinking will not work in an organizational culture that does not tolerate failure 18.
● Hierarchical organizational structure: Supervisors’ opinions may take precedence, inhibiting free thinking and discussion 16.
● Short-term results-oriented: Sometimes the desire for short-term results can lead people to avoid the time-consuming process of Design Thinking 9.
In particular, it is said that there are many cases in which the introduction of Design Thinking does not go well in Japanese companies 18. This may be due to the fact that the unique Japanese culture and organizational structure are incompatible with Design Thinking.
For example, in Japan, there is a strong emphasis on harmony and avoidance of confrontation, which can make it difficult to stimulate free thinking and debate. In addition, an organizational culture that emphasizes seniority and hierarchical relationships may make it difficult to reflect the opinions of younger employees and subordinates and to incorporate diverse perspectives.
Improvements to overcome limitations of design thinking
To overcome the limitations of design thinking and promote innovation creation, the following improvements can be considered
● Clarify the purpose of design thinking: Clarify the purpose of using design thinking to create innovation and share it throughout the organization.
● Appropriate theming: Select a theme appropriate for design thinking and set clear goals.
● Utilize a diverse workforce: Bring people from diverse backgrounds to the team to incorporate diverse perspectives.
● Change organizational culture: Foster an organizational culture that tolerates failure and encourages trial and error.
● Combination with other methodologies: Use in combination with other innovation methodologies, such as Lean Startup and Agile development.
● Continuous learning: Continuous learning and improvement of design thinking knowledge and skills through practice.
The Merits and Demerits of Design Thinking and its Future Use
Design thinking has played a major role in raising awareness of the importance of the user perspective and promoting empathy-based problem solving. However, it is not a universal method and has its limitations.
Design thinking, with its customer-centric approach and emphasis on user needs, has brought a new perspective to many companies. However, its emphasis on process also has the side effect of stifling the creativity and boldness necessary for true innovation 11.
In order to effectively utilize design thinking in the future, it is necessary to understand its limitations and combine it with other innovation methods or apply it to organizational culture and environment.
For example, by using design thinking as a tool to capture user needs, and connecting the results to methods such as Lean Startup and Agile development, we may be able to create innovation more efficiently.
Conclusion.
Design Thinking is one of the effective methods for creating innovation, but it is not a panacea. Understanding its limitations, it can only be truly effective when combined with a variety of initiatives, such as appropriate theme setting, human resource development, and organizational culture change.
Innovation methods change and evolve with the times. Design thinking is also expected to continue to contribute to innovation creation by overcoming its limitations and pursuing new possibilities.
works cited
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