What\u2019s the Problem, Exactly?<\/h2>\n
Delivering solutions that meet the needs of users isn\u2019t as easy as it sounds. Setting aside the recurring design challenge of people not always being able to articulate what they want, sometimes it can be difficult to identify a specific problem in the first place. Conventional approaches to developing new products and services can become fixated upon pre-existing factors that actually obscure the more fundamental problem they\u2019re trying to solve.<\/p>\n
It\u2019s easy to fall into this status quo bias. Take, for instance, a design team working on office furniture. The team could spend a lot of time coming up with new ideas for chairs that make people more productive and promote better health, but this would lose sight of the fact that a chair is simply a means to an end. If their task is to boost productivity and promote healthier work habits, the team\u2019s very first question shouldn\u2019t be what kind of chair is needed, but rather whether or not a chair is even the best choice to deliver that outcome.<\/p>\n
In this scenario, a team driven by design thinking principles would be more likely to come up with solutions like adjustable standing desks or yoga ball seats rather than a fancy new version of an office chair (although that option may still be on the table!). By stripping away existing factors and questioning everything, design thinking can produce unique solutions that users themselves are unlikely to have considered. Identifying the \u201cright\u201d problem to focus on is a foundational element to effective design thinking.<\/p>\n
Exploring the Problem<\/h2>\n
Of course, simply identifying the problem is only the first step. In order to solve the problem, designers need to know more about it. They need to understand how that problem affects users on a regular basis. Rather than thinking of the problem from a design standpoint, they need to understand it from a more customer centric perspective. Why does the problem matter to people and what solutions will they find compelling or persuasive?<\/p>\n
Establishing empathy with users is fundamental to this process. Observational research is certainly important when it comes to understanding user behavior, but it\u2019s the sense of empathy that really delivers powerful insight into people\u2019s needs and wants. In the example of the office environment, creating a solution that makes for the healthiest workplace possible won\u2019t amount to very much if users don\u2019t embrace it. Standing desks may be great from the \u201cobjective\u201d standpoint of a designer, but if the office employees don\u2019t actually like or use them, they\u2019re not going to do a very good job of solving the main problem.<\/p>\n
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