Design Thinking or a Human Centered Design (HCD) Process is a holistic approach to problem-solving that takes inspiration from customers, works within a market and its technological constraints, while considering every product touch-point as an opportunity to surprise, delight and deliver benefits to the end user.
The 4 phases of our process are made up of diverging and converging elements. During the diverging phases, we try to open up as much as possible without limiting ourselves, whereas in the converging phases we focus on condensing and narrowing in on our findings and ideas.
At Elysiais we further simplified the Human Centered Design Process to the following four stages to innovate and address our customers’ problems:
In this stage, we open ourselves to the universe of possibilities. We don't talk, we do not formulate, we just listen. We listen to our customers, and the challenges they are going through. We ask personal, intimate and perspective-giving questions to understand every detail.
That’s how we end up with a huge pile of unstructured research findings with us to take to the next stage
We distribute the research findings collected to our talented block of design thinkers. Then we...
At this point, we are half-way through, and have more knowledge about the business problem and have a few pinpoints on some potential solutions. From here, we move into developing and prototyping. Again, we implement divergent thinking. This means we begin to open our minds and start ideating — generating a list of whacky, amazing, creative, and innovative ideas. As a team, we’ll consider everything, and focus on generating as many ideas as possible. There are no bad ideas — quantity over quality.
In this last step, we implement convergent thinking again, focusing on what we can actually deliver and which solutions will solve the users’ needs. We vote and agree on the key areas that need a solution. We build, measure the effectiveness of the solutions, and learn from the failures of the solution and iterate quickly. That way, our customers get the best possible solution.
Want to learn more about human-centered design? Here are a few classic resources.