The missing link in Design Thinking: Execution

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Design thinking has been hailed as a magical process for solving complex problems by bringing together diverse perspectives and applying empathy to the needs of users. By facilitating cross-disciplinary collaboration and the exchange of information, ideas, and research, design thinking has offered a structure for addressing big, knotty problems and articulating the value of design. However, as with any process, there are limitations to design thinking that must be acknowledged in order to move forward.

A magical process for solving complex problems

Design thinking may be aimed at the start of the product development process, but not its conclusion.

One of the promises of design thinking is the infusion of optimism that it provides. It makes for a good story to say that there is a foolproof process that will lead to results no matter who runs it. However, in reality, execution has always been missing link for design thinking. Some versions of the process even omit that crucial final step of implementation.

The tools of design thinking may be aimed at the start of the product development process but not its conclusion. When following up with teams to learn which workshop ideas had made it to production, the answer is often: “in the old way,” with a few lone geniuses working separately and then selling their almost fully realized ideas to top stakeholders.

The biggest problem with design thinking is not generating new ideas but figuring out how to implement and pay for them.

The biggest problem with design thinking is not generating new ideas but figuring out how to implement and pay for them.

Generating ideas is not the problem

The biggest problem with design thinking is not generating new ideas but figuring out how to implement and pay for them. Success sometimes can’t be evaluated until years later, so the time-constrained workshops typical of the design thinking approach may not be appropriate. While design thinking can generate exciting and innovative ideas, the real challenge is bringing those ideas to life in a way that creates real value for users.

One of the strengths of design thinking is its emphasis on empathy. The first step of the process is to empathize with the end user through close observation of the problem. The designer’s eye frames any insights that emerge, putting the designer’s honed sense of empathy at the center of both the problem and the solution. By focusing on the needs of users, design thinking can create products and services that truly meet their needs.

Where does Design Thinking evolve from here?

So, what’s next for design thinking? The world still has no shortage of problems that need addressing, but design leadership and design processes themselves need to evolve beyond design thinking. Designers may actually be uniquely skilled at applying empathy to solve complex problems, but the terms “design” and “design thinking” should be used interchangeably. Instead of “empathy,” “make” and “care” are the concepts that should shape the design in the years to come. By emphasizing the importance of implementation, designers can move beyond generating ideas to creating real value for users. By prioritizing making and care, designers can ensure that the products and services they create are not only innovative but also sustainable and ethical.

Prioritize making

Design thinking has offered a powerful framework for solving complex problems through radical collaboration and empathy. However, its limitations must be acknowledged in order to move forward. By focusing on execution and prioritizing making, designers can ensure that their ideas are not only innovative but also sustainable and ethical. The promise of design thinking is still there, but it is up to designers to evolve the process to meet the challenges of the future.

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Anders Toxboe Author

Based out of Copenhagen, Denmark, Anders Toxboe is a Product Discovery coach and trainer, helping both small and big clients get their product right. He also founded UI-Patterns.com and a series of other projects. Follow Anders at @uipatternscom.