¿Qué es Design Thinking o Pensamiento de Diseño?
Por Marcelo Bonzón
El Design Thinking o Pensamiento de Diseño es una metodología innovadora que, gracias a su enfoque práctico y efectivo, posibilita resolver problemas complejos, enfrentar los desafíos de la gestión, del desarrollo de negocios, e inclusive de productos y servicios desde la misma perspectiva y sistemática con la que un diseñador enfrenta y resuelve proyectos.
Al igual que lo que sucede con el diseño, no hay una definición de design thinking o pensamiento de diseño en la que todos estén de acuerdo. La palabra diseño puede referirse a nombres tales como los diseñadores, los productos físicos, y el estilo. El diseño puede expresarse en un verbo como procesar, crear y hacer.
En palabras de Tim Brown, presidente y CEO de IDEO -la empresa responsable de ayudar a empresas como Apple, Microsoft o Pepsi en el diseño de muchos de sus productos-, el Design Thinking es un enfoque para la innovación centrado en las personas, que utiliza herramientas de diseño para integrar las necesidades de las personas, las posibilidades de la tecnología, y los requerimientos para el éxito del negocio.
¿Cómo funciona…?
Aunque el Design Thinking no puede considerarse un proceso lineal, es posible identificar una serie de fases o etapas. Al tratarse de un proceso iterativo, se avanza o retrocede en las fases cada vez que resulte necesario, saltando inclusive a etapas que no son consecutivas.
La incertidumbre es por lo general, uno de los principales factores de riesgo en un proyecto. Con el design thinking, no solo es posible reducir esa incertidumbre antes de lanzar un producto o un servicio al mercado, sino que también pueden detectarse errores en etapas tempranas e inclusive, identificar oportunidades de mejora en determinados procesos, convirtiendo a esta metodología en un facilitador de la innovación.
Entre las diferentes propuestas existentes para aplicar Design Thinking, es muy interesante la alternativa desarrollada por la Design School de la Universidad de Standford, en la que propone un total de cinco etapas. El inicio del proceso coincide por lo general con la recopilación de información, en la que resulta necesario generar gran cantidad de contenidos que irá en aumento o disminución, dependiendo de la fase en la que nos encontremos y a las necesidades del momento.
- Empatizar
El proceso de Design Thinking comienza con una profunda comprensión de las necesidades de las personas implicadas en la solución que estemos desarrollando, y también de su entorno. Debemos ser capaces de ponernos en la piel de dichas personas, identificando lo que es importante para ella, participando activamente y siendo consecuentes con sus realidades.
- Definir
Durante la etapa de definición, se debe “tamizar” la información recopilada durante la fase anterior, trabajando con aquello que realmente aporta valor, que posibilita alcanzar nuevas perspectivas interesantes. El hecho de clarificar el problema que se va a abordar, resulta clave para diseñar soluciones viables y obtener resultados innovadores.
- Idear
La etapa de ideación tiene como objetivo generar una buena cantidad de opciones posibles: desde las más convencionales a las más atrevidas. No es necesario quedarnos con la primera idea que se nos ocurra. En esta etapa, las actividades favorecen el pensamiento divergente y se deben eliminar los juicios de valor y las críticas, de manera tal de que se propicien soluciones visionarias, innovadoras, eficaces.
- Prototipar
La etapa de Prototipado consiste en tangibilizar las soluciones, convirtiendo las ideas en realidad. El hecho de construir prototipos convierte a las ideas en hechos “palpables”, ayudando a visualizar las posibles soluciones, poniendo de manifiesto elementos que se deben mejorar o refinar antes de llegar al resultado final.
El prototipado implica que las ideas se presenten a través de un maquetado, croquis, dibujos, o cualquier otro soporte físico o digital, dependiendo del tipo de propuesta que se formule; pero nunca se deben presentar las ideas de forma oral, porque “es lo primero que vino a la mente”.
Mediante un ensayo-error, el prototipado un método accesible y barato, para optimizar un producto o servicio a través de aproximaciones progresivas a la solución.
- Evaluar
Y por último tenemos la etapa de la Evaluación, en la que debemos testear o probar los prototipos con los usuarios implicados en la solución que estemos desarrollando. Esta fase es trascendental, ya que nos ayuda a identificar mejoras significativas, encontrar fallos a resolver, y posibles carencias que se vayan a presentar. Durante esta fase la idea continúa evolucionando hasta convertirla en la solución que estábamos buscando.
Aun corriendo el riesgo de ser repetitivos, hay que recordar siempre que a pesar de que cada una de las fases del Design Thinking se presentan de manera sucesiva, se trata de un proceso no lineal e iterativo en el que en función de las diversas necesidades, se puede volver atrás tantas veces como sea necesario.
Un modelo, muchas aplicaciones
Un gran número de emprendedores, startups, empresas y grandes compañías alrededor del mundo emplean Design Thinking para crear valor más allá de sus productos: servicios, procesos, sistemas y estrategias, se benefician con el pensamiento de diseño. Al ser un gran generador de innovación, se puede aplicar a cualquier campo: desde el desarrollo de productos o servicios hasta la mejora de procesos o la definición de modelos de negocio. Su aplicabilidad tiene como límites nuestra propia imaginación.
Las experiencias recopiladas indican que el Design Thinking posibilita desarrollar soluciones exitosas gracias al conocimiento sobre los usuarios y a la formación de equipos multidisciplinarios que ofrecen diversos puntos de vista durante el diseño de los mismos. Y es que, por definición, esta metodología lleva implícita la necesidad de observar a los usuarios con el objetivo de buscar soluciones que se centren en ellos.
El proceso ayuda a desarrollar grandes ideas de manera rápida y más eficiente ya sea en el desarrollo de nuevos productos o servicios, desarrollando mejores procesos internos, creando nuevas formas de comunicar a los clientes, o reinventando un modelo de negocios completo.
Si desea más información sobre los servicios de consultoría y capacitación que brindamos en BONZÓN Consultores Asociados ® sobre Design Thinking o Pensamiento de Diseño, no dude en contactarnos.
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