What is Design?

Note: this article describes design as a discipline. To learn more about my own approach please see “Design applied to the Experience of Employees”.

Design thinking is 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.” Thinking like a designer can transform the way organizations develop products, services, processes, and strategy.

This approach, which IDEO calls design thinking, brings together what is desirable from a human point of view with what is technologically feasible and economically viable. It also allows people who aren’t trained as designers to use creative tools to address a vast range of challenges.

Tim Brown, CEO of IDEO on Design Thinking
Design consists of balancing the three constraints – IDEO
The Design Process Activities (the order varies according to the needs) – IDEO

Service Design

Service Design is the glue that connects various types of Design (Interaction, Experience, Product, Graphic) to the business world (Strategy, Value Proposition Design)

It leads to a more Holistic perspective:

  • From individual touchpoints to a complete user journey through multiple channels
  • From products to product-service offerings

The 6 Principles of Service Design are:

Human-Centered: Consider the experience of all the people affected by the service
Collaborative: Stakeholders of various backgrounds and functions should be actively engaged in the service design process
Iterative: Service design is an exploratory, adaptive, and experimental approach, iterating toward implementation.
Sequential: The service should be visualized and orchestrated as a sequence of interrelated actions.
Real: Needs should be researched in reality, ideas prototyped in reality, and intangible values evidenced as physical or digital reality.
Holistic: Services should sustainable address the needs of all stakeholders through the entire service and across the business.

The book below provides practical tips on everything it takes to be a good service designer, it has free methods online, which help in setting up sessions or workshops for user-research, ideation, validation etc

Design is defined and discussed as: a Process, a Mindset, set of Tools & Practices . It is co-authored by more than 50 respected designers.

More resources I found helpful:

Delft Design Method – Book and free Course
A tangible tool for mapping out the Design Thinking process- groow