Friday, April 21, 2017

3E’s of Design Thinking: Experience, Empathy and Experimentation

“Can you tell us what Design Thinking is in five-ten minutes?” I get this question often these days. Sometimes I am participating in a conference call and the participants want a gist of DT in a short time. In such situations I prefer to talk about the 3 E’s of design thinking: Experience, Empathy and Experimentation which address the three questions: What are we designing in DT? Where do we begin? And; How do we course-correct? Let’s look at each of them briefly.

Experience: Design Thinking is about designing experiences – ideally end-to-end experience. My father applied for a new passport a few weeks back as his current passport is about to expire. He was out of the passport office in half an hour. Before he could reach home, he began to get SMS messages telling how his application is progressing. His new passport arrived home in three days. This experience was radically different from what he had gone through when he applied for his passport for the first time twenty years back. Whether it is a movie, restaurant, grocery shopping, taxi, commute to work, performance appraisal, one-on-one meetings, we remember events in terms of experience they create for us. In particular, we tend to remember emotional highs and lows. Hence, design thinking focuses on the design of peak emotions – positive and negative. In my father’s case, the progress reporting of the passport application through SMS worked as an anxiety suppressing tool. And the delivery in three days of the new passport created a delight.

Empathy: Our emotional responses are strongly correlated to our anxieties and aspirations. In fact, a large part of our emotional response is supposed to be automatic – almost like a button press. Hence, DT suggests that we start with empathy, by understanding the anxieties and aspirations of our customers. This is not easy for multiple reasons. One, as Kiran Bedi realized on her first day as Director General (Prisons) at Tihar Jail in 1993, people may not trust you and hence they may not reveal what they feel. Second, people themselves may not be aware of their deeply held beliefs and Three, you may not know who your customer is.  Hence, DT suggests that we do immersive research, which involves observing potential customers them in action in their own context, focus on gaining trust before going further in the interview process and if possible, try to live like them – at least for a few days. This may lead to deeper insights which further help in framing the right challenge.

Experimentation: No matter how much one tries, one can never be confident that you have framed the right challenge. Moreover, a technologist may start with a solution – a mobile app or a new measurement device. In either case, DT suggests that you test your assumptions as often as you can by going back to the customers. This principle is called – fail early, fail often and fail inexpensively. In a complex environment, only rapid iterative experimentation can lead to the understanding of right problem and hence a better solution. Hence, rapid prototyping is given a lot of emphasis in DT. If you are thinking of a new mobile app, can you quickly design screen shots and show to a few people and get their feedback? The rate of experimentation is considered very important. Hence, we look at ways of doing 1-hour, 1-day and 1-week prototypes.

In short, Design Thinking is about designing Experiences, Empathizing with customers and rapid and iterative experimentation.

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