Today, design thinking is widely spread and practised. Many companies and organisations even have design thinking specialists who facilitate creative processes internally. At Topp, we have never met a company that lack ideas. But, they struggle to transform them into solid business opportunities, says Emil, a computer engineer turned designer. Successful technology companies like Google and Apple have been outstanding in designing for users by merging technological capabilities with actual user needs. Allowing these merged perspectives to shape products and services is what can really change your business. By including tech in the creative process, bridging tech and design and letting them share the driver’s seat, you improve the quality of your concepts. Emil shares his thoughts on how to do it and why.
Use tech to show the vision
Over the last ten years, technological advancements have been huge. Today, there are more opportunities and potential advancements than we can imagine. Studies show that when we look into the near term future, we underestimate the changes that are about to happen. Therefore it’s hard for most people to imagine what the future might hold. But by bringing in tech we can start to paint new tangible visions. At Topp we believe everybody can be part of designing, but we believe certain skillsets are needed to get good quality from the design process.
“In many workshops, I have seen teams struggling with fairly evaluating ideas because they have said that the ideas are not feasible within a certain timeframe.”
Technologists have two fantastic skills that can enhance the outcome of an early creative process when used right. For technologists that have experience participating in concept generation, different technologies become design materials or building blocks. These building blocks can be used in the design process and shape opportunities for an improved user experience. And, when many of us see an idea of a house, technologists see the technology that builds the house. Thanks to this feasibility perspective, they can add things like glass to the house and push the vision of the concept.
“Services and product ideas shaped without technologist input tend to be less innovative and less feasible, resulting in ideas with great potential often ending up in an archive somewhere.”
Adding to the capability of drawing from feasible tech, they can build things. So instead of an abstract vision of a house made of glass, you get an early stage prototype. The result is that people in the team and across the organisation can see (and react to) the vision and the idea you want to build. This also does the groundwork to prove feasibility and reduce uncertainty.
To consider: Are technologists taking part in the creation of new ideas and concepts?
Bridge tech and design
As a consequence of the rapid technological advancement, many users have been forced to become digital natives. Companies that used to be profitable by delivering a technology solution that solved a problem are now spending millions on customer service, onboarding and support. Many companies, both old and new, still forget to look beyond technology to the users when they create new services and products. This makes it challenging for the users to use their products without additional support. This mindset is widespread in technology-based businesses, says Emil.
“Technology companies often create the tech first, and then the possibilities of the product or service are limited by what you can do with that technology.”
Users today expect good technology solutions, great experiences and holistic services and products. Applying design thinking from the start of product and service definition is crucial if you want to mitigate spending excessive money on customer service, support and customer drop-out.
“We can almost always change the tech. Changing the user needs is far more expensive.”
For tech-heavy companies, it becomes especially crucial to align and educate around users. Emil believes that the most efficient way to do this is for someone with both competencies to facilitate and bridge the gap between tech and design. In parallel, work on maturing cross-competence skills internally and help both sides understand the value of each other. The alignment part often comes through understanding, processing and workshopping together.
To Consider: Do you support designers and technologists to collaborate closely?
Make design & tech the drivers
Design thinking has helped many companies shape new ideas, bring alignment, and create internal engagement. But way too often, the focus is mainly on the process and the number of ideas. The quality of the result is overlooked as a consequence. By including both design and tech, Emil believes you set the team up for delivering a high-quality user experience.
“Together, designers and technologists can create magic and find the sweet spot. It doesn’t matter how great your business model is if it’s not suitable for users or the tech isn’t good enough.”
By mixing design and tech with the influence of business models, regulations, marketing and operations, your products and services can stand out. This all seems straightforward; however, teams often mix up the priorities. The core of getting to the high level of quality for both tech and design that users expect is to have that mix drive the creation. Many companies and innovation departments let business models, production lines, organisations, etc., be the sole driver. Best case, this leaves the user needs and tech to influence rather than drive.
“With quality in the ideas, we are more likely to generate great business opportunities.”
No matter if your creative process is based on design thinking or something else, make sure the primary direction setters are users and tech, says Emil. Let the business model, regulations, marketing, operations and everything else influence, but not steal the show.
To Consider: What perspectives are driving your business ideas?
__________________________________________________________
About Emil
Where does he live? In L-a (Landskrona in Sweden)
What does he like to do on “non-working” time? Judo, watch art restoration videos on YouTube and play around with generative arts.
What is he passionate about?
Problem solving, systemise things
_____________________________________________
Curious?
Interested in understanding more about how to work cross-functional with design & tech?
Or how to be efficient with design thinking?
Reach out and we’ll help you to figure out your next step
anna@topp.se & emil@topp.se
