Design Thinking Phases — Finding the Solution in 6 Steps

Design thinking is a structured and creative method that can be used to solve complex problems or develop new ideas more quickly. That is why more companies than ever are using this effective method. The design thinking process consists of 6 simple phases or steps that allow you to address a problem in a targeted way.

In this article, we explain what exactly Design Thinking is, how it is applied and how your company can benefit from it.

What is Design Thinking and how does it help your business?

Creativity, new ideas and imaginative solutions to existing problems drive a company’s success significantly. Therefore, it is important to have a structured yet intuitive process in the organisation for exactly this purpose. This is where Design Thinking with its 6 phases comes into play. It namely combines a structured approach without limiting or suppressing creative solutions.

There are no limits to the application of design thinking, any problem can be tackled with it. But especially in the course of digitalisation, agile working and new work, design thinking is more popular in these areas today than ever before. Companies can use it to develop new processes, products or services as quickly and efficiently as possible in order to address rapidly changing market requirements in good time.

These are the 6 phases of the Design Thinking process

There are 6 phases or steps in the Design Thinking model, which you go through methodically one after the other. This means that there is a certain framework action, which nevertheless actively promotes creativity and flexibility.

Design Thinking Phases Idea & Creativity Phase 1:

Understanding the problem Since it is not uncommon to work as a group in Design Thinking, a common understanding of the problem is an essential building block. Accordingly, the first phase is completely dedicated to the correct definition of the problem and a possible solution. This is often referred to as the problem space and solution space, which form the basis for the following phases.

You must also pay attention to the point of view from which the problem and the solution are to be grasped. Do not confuse the interests of your company with the interests of your customers. At the end of the first phase you should have a common understanding or a list of assumptions that represent the problem from the stakeholder’s point of view. Only then, in the next phases, can you look specifically for a solution in the possible space.

Phase 2: Observe needs

Whether for your own company or for a new product of your customers, you need to observe the needs in the second phase. Here there are some practical methods to properly map out the needs and urgency. Interviews, in which you ask people directly, are an excellent way to do this. But also field research and especially simulations are becoming more and more popular thanks to new IT technologies. In doing so, you also validate whether the assumptions about the problem from the first phase were made correctly. Don’t be afraid to delete assumptions. This allows you to focus even more on the rest. Urgency can also be identified from interviews, but also from existing interim solutions. If your company or your clients rely on interim solutions, this is a good indicator of the urgency of a problem.

Phase 3: Define the challenge

After understanding the problem and observing needs, the third phase is to define a challenge. With the help of the other assumptions, you evaluate the solution space more precisely than in the first phase. In the concrete case of a product, for example, this could be the “ideal” customer on the basis of a so-called “Persona”. This describes the person, his needs and the environment in order to be able to see the problem even better from his point of view.

In a company, on the other hand, this could be the users of software for whom a problem has to be solved. The customer concept therefore naturally also applies to the company’s own employees. The result of this phase should be that you have correctly defined the challenge with the help of the assumptions and persona. Normally, you now have a coherent overall picture with which you can tackle the problem concretely.

Phase 4: Developing ideas

The next phase is to develop ideas that solve the persona’s or stakeholder’s problem. You can do this in three simple steps: First, collect all possible ideas. There are many methods you can use to be creative, such as brainstorming. However, be sure to follow the rules of brainstorming to get the best results. Then evaluate these ideas in terms of feasibility and cost-effectiveness. Finally, the best idea is of little use to you if it cannot be practically implemented. This allows you to prioritise the best ideas in the last intermediate step. This gives you the advantage of being able to concentrate on simple solutions in the next phase.

Phase 5: Prototyping

One of the most important phases in Design Thinking is prototyping. The aim here is to map the previously selected and prioritised ideas in a prototype. The question to be answered is how the needs of the customer (or company) can be met with the prototype created. For example, it can be a physically constructed prototype or a process sketch or description. When prototyping, there are a few rules you should follow to avoid making this phase too time-consuming. Only create prototypes if they can be implemented in time. Do not invest too much effort, because the prototype only serves temporarily to illustrate a possible solution before it is then discarded. Finally, prototyping is an iterative process that starts again and again.

Phase 6: Testing prototypes

The final phase in the Design Thinking process is testing the prototype created earlier. The aim is not to “sell” the solution to the client or stakeholder, but to collect constructive feedback from them. The customer or stakeholder tests the prototype and then gives you his or her opinion and questions. This can then reveal whether it makes sense to further iteratively improve the prototype or whether the solution is not suitable at all. In both cases, this would be a successful conclusion of the design thinking, because you could test a potential solution with a manageable effort. However, if the prototype is suitable for further improvement, then you are even well on your way to developing a useful solution in the end. You can now start the Design Thinking process anew with the knowledge from the first round and get closer to the final solution step by step.

Why do some models only have 5 phases of Design Thinking?

In some models, the first and second phases are combined. This means that in the first phase you discuss the problem and already include the needs of customers or stakeholders. Then you proceed as usual to the next phase — defining the challenge. There are usually no other differences between the design thinking process with 5 or 6 phases.

How Zoho One can support you in the Design Thinking process Zoho One can actively support your organisation in the design thinking process. You will find various modules that cover the following phases in design thinking:

• Understanding the problem and observing needs: For example, Zoho Notebook makes it easy for you to conduct interviews to gather valuable insights.
• Define Challenge: Zoho Writer helps you create personas and create a coherent big picture.
• Develop ideas: Zoho Sites allows you to quickly share and prioritise ideas, which can then lead to a prototype.
• Create prototypes: With Zoho Survey & PageSense, you can create mockups and storyboards in no time, which can be easily iteratively improved.
• Test prototypes : Zoho Survey allows your customers and stakeholders to easily share their extensive feedback with you.

Zoho One thus comprehensively covers all phases in design thinking and helps you to make the process as simple, fast and efficient as possible.

KMU Digitalisierung GmbH: Your qualified contact for Zoho

Are you interested in Design Thinking and the different phases and would like to use the process in your company as a structured and efficient method to find creative solutions? As your contact for Zoho in Switzerland, KMU Digitalisierung will be happy to help you introduce this powerful software to your company. Contact us now for a free consultation. Visit our Website.

This blog article was originally published in German here: https://kmu-digitalisierung.agency/design-thinking-phasen/