Solving Information Design Problems using Design thinking

Information design could include many different design disciplines. If we think about what goes into environmental graphic design we may come up with a pretty long list. Graphic design, architecture, industrial design, interior design, landscape architecture, city planning, and urban design all converge in this multidisciplinary design theory (Calori and Vanden-Eynden, p24). One thing all these disciplines have in common is the design thinking process. 

What is design thinking?

David Kelley the founder of IDEO defines design thinking as “a human-centered approach to innovation that draws from the designer's toolkit to integrate the needs of people, the possibilities of technology, and the requirements for business success.” The process focuses on the intersection of those three main elements: people, technology, and business. (Turnali, 2015). 

The design thinking process

This approach to design focuses on using creativity to solve problems rather than as a form of self-expression (Calori and Vanden-Eynden, p25). There are many different models that show how design thinking works. Generally, design thinking engages the designer in research, ideation, and evaluation in order to solve a problem. 

Iteration and continuous improvement

Throughout the design thinking process the focus is on continuous improvement. This means using what you learned in each phase in order to influence the future phases as well as the previous phases. Research findings, design concepts, technology constraints and success criteria could all be iterated on thanks to this continuous pattern.   

The design thinking mindset  

Design thinking requires the designer to be divergent and convergent in their thinking. These mindsets are applied at the process level as well as the phase level. For example, during the research phase the designer gathers as much information about the project as possible. At this stage, It’s important to be open‐minded and nonjudgmental about the data being gathered. As more is learned about the project, you move to more convergent thinking. Now the designer synthesizes the information to draw conclusions and set goals (Calori and Vanden-Eynden, p29).  

Uncovering the hidden obvious 

The most important step in this process is the discovery phase. It's important for us to understand the constraints and considerations of a design project before we start working on the solution. Research creates a strong foundation for the rest of the project and allows us to develop empathy for the users. This phase focuses on understanding the problem and uncovers the “hidden obvious”. This short video featuring innovator Clay Christensen illustrates the importance of research.

[Video] Why Hire A Milkshake? - Clayton M. Christensen, Moral of the Story https://www.youtube.com/watch?v=6zfAurEA21Y&t=142s 

Christensen's research took him on a journey of discovery. McDonald's was focused on the product, gathering feedback about the milkshakes as opposed to learning more about the people buying them. This had little to no effect on their milkshake sales. Christensen's team used ethnographic research to observe who was buying milkshakes. The team then conducted a series of interviews to learn why they were buying the milkshakes. By focusing on the users, Christensen's team learned that customers bought milkshakes to get through long commutes. What they discovered was hidden to McDonald's but obvious to the customer. 

References:

Calori, Chris, and David Vanden-Eynden. Signage and Wayfinding Design : A Complete Guide to Creating Environmental Graphic Design Systems, John Wiley & Sons, Incorporated, 2015. ProQuest Ebook Central, http://ebookcentral.proquest.com/lib/empire-ebooks/detail.action?docID=1895384.

 

Kaan Turnali (2015, May 10), What is Design Thinking?, Forbes https://www.forbes.com/sites/sap/2015/05/10/what-is-design-thinking/?sh=5ca77f03471