EC Design

Design thinking is a concept that has been around for decades and the difference from traditional problem solving is the place that it starts. It starts with an observation and looks into understanding the culture of the people interacting with the design and the context of the problem. Tim Brown, CEO of IDEO, defines it as, “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.” It is very easy to run to tradition like business cards, brochures and a flyer to drum up business. You feel the need to advertise on one platform because this is how it has always worked. But what if that approach doesn’t work for your business? Design thinking looks at the people that interact with your business, not only who they are, and where they are, but their culture as well. Let’s say you own a tow trucking company, when people are in need of your services how do they find you? Traditionally, you would put your name in the phonebook or advertise at your local newspaper. But where are you when you get in a fender-bender or your radiator blows? Nowhere near that phonebook. But you have a cell phone and google. Design thinking looks not only at the people, but the context of the problem and the situation where your services are most valued. The best way to reach your customers is to introduce design thinking.