In the big family of meetings, it is one that makes more noise than others. Here, everyone is called to give his opinion on the company’s projects, because today we leave the tyranny of the “yakafokon”. In the center of the table, a puzzle where each employee joins his little room, because, after all, “alone we go faster, but together we go further”. Turned to the needs of Lambda users or employees, armed with choopers and kiwi-guava smoothies, the “Thinking design” (“dt”) is cool, plugged in, deeply disruptive … provided that is still. “It’s not at all a meeting where you are discovering with [sticker notes],” refutes Catherine Lenglet, pedagogical referent at the School of Design Stratus, in Sèvres (Hauts-de-Seine).
For, before being a way of project management that urges the outflow of the box, the Thinking design is a specific collective innovation process, often used in marketing. Attention, it is not a question, as the translation could let him believe, to “think about the style” of the logo or office offices. The verb design in English meaning “conceiving”, we will talk about “innovative design” to define this technique.
The Thinking design draws its origins from Californian cognitive psychology, and the method was popularized at Stanford University (California) in the 1980s. It is part of the “user-centered” design – to oppose At the traditional product design – and seeks to use empathy to create: the idea is to put itself instead of the customer when we think, hence his galvaged use by managers wishing to turn the culture of their business towards more ‘”Human”.
His cousin foufou
Stanford’s D-School’s model is the most famous. It is exerted in five stages: understanding customers and discover their hidden needs (“Empathize”), formulate the problem (“Define”), produce ideas (“Ideate”), develop tangible solutions (“prototype”) and Experiment them (“test”). Catherine Lenglet insists: The process does not stop until there is any satisfactory result.
The object is at the heart of the process, since it is about getting a tangible result, unlike his cousin foufou, brainstorming, storm of brains or brainstorming choral. Here, the collaborators, experts in their fields, to find a multidisciplinary solution to a problem – a good way to weld the teams in passing. “Design is a profession of synthesis between the engineer, the commercial and the designer who facilitates the exchanges,” says Catherine Lenglet.
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