{"id":19264,"date":"2020-02-17T16:00:35","date_gmt":"2020-02-17T16:00:35","guid":{"rendered":"https:\/\/marvel7077.wpengine.com\/?p=19264"},"modified":"2020-12-13T20:49:43","modified_gmt":"2020-12-13T20:49:43","slug":"design-thinking-isnt-the-problem-human-centered-design","status":"publish","type":"post","link":"https:\/\/marvelapp.com\/blog\/design-thinking-isnt-the-problem-human-centered-design\/","title":{"rendered":"Design thinking (human-centered design) isn&#8217;t the problem"},"content":{"rendered":"<p class=\"pageWrap pageWrap--s marginBottom-m paddingBottom-s c-slate lineHeight-l fontSize-l fontWeight-3 breakPointM-fontSize-xl breakPointM-lineHeight-xl\"><script type=\"application\/ld+json\"> {\n  \"@context\": \"https:\/\/schema.org\",\n  \"@type\": \"WebPage\",\n  \"headline\": \"\n            Design Thinking Isn't the Problem | Marvel Blog - Marvel Blog        \",\n  \"about\": [\n    {\"@type\": \"Thing\",\"name\": \"Design Thinking\",\"sameAs\": \"https:\/\/en.wikipedia.org\/wiki\/Design_thinking\"}, \n    {\"@type\": \"Thing\",\"name\": \"Problem\",\"sameAs\": \"https:\/\/en.wikipedia.org\/wiki\/Problem_solving\"}, \n    {\"@type\": \"Thing\",\"name\": \"design\",\"sameAs\": \"https:\/\/en.wikipedia.org\/wiki\/Design\"}, \n    {\"@type\": \"Thing\",\"name\": \"Thinking\",\"sameAs\": \"https:\/\/en.wikipedia.org\/wiki\/Cognition\"}\n  ],\n  \"mentions\": [\n    {\"@type\": \"Thing\",\"name\": \"strategic design\",\"sameAs\": \"https:\/\/en.wikipedia.org\/wiki\/Strategy\"}, \n    {\"@type\": \"Thing\",\"name\": \"service\",\"sameAs\": \"https:\/\/en.wikipedia.org\/wiki\/Service_(economics)\"}, \n    {\"@type\": \"Thing\",\"name\": \"experience\",\"sameAs\": \"https:\/\/en.wikipedia.org\/wiki\/Experience\"}, \n    {\"@type\": \"Thing\",\"name\": \"meaningful\",\"sameAs\": \"https:\/\/en.wikipedia.org\/wiki\/Semantics\"}, \n    {\"@type\": \"Thing\",\"name\": \"life\",\"sameAs\": \"https:\/\/en.wikipedia.org\/wiki\/Everyday_life\"}, \n    {\"@type\": \"Thing\",\"name\": \"arguments\",\"sameAs\": \"https:\/\/en.wikipedia.org\/wiki\/Argument\"}\n  ]\n}\n<\/script><br \/>\nThere\u2019s a big search on for what\u2019s next after design thinking.<\/p>\n<p class=\"pageWrap pageWrap--s marginBottom-m paddingBottom-s c-slate lineHeight-l fontSize-l fontWeight-3 breakPointM-fontSize-xl breakPointM-lineHeight-xl\">Over the past five years, people have lined up to write critiques of design thinking (also known as human-centered design). In the case of the more thoughtful critiques, those thinkers have offered alternatives. Instead of <span style=\"font-weight: 400;\">people <\/span>centered design, we need <a class=\"link link--blue fontWeight-4\"href=\"https:\/\/medium.com\/@miekevanderbijl\/systemic-design-at-mars-solutions-lab-df21f532b2aa\">systemic design<\/a>. Or we need <a class=\"link link--blue fontWeight-4\"href=\"https:\/\/medium.com\/iipp-blog\/strategic-design-for-public-purpose-33c3899dba5e\">strategic design<\/a>. Or we need <a class=\"link link--blue fontWeight-4\"href=\"https:\/\/medium.com\/the-sentient-files\/10-principles-of-life-centered-design-3c5f543414f3\">life-centred<\/a> design.<\/p>\n<p class=\"pageWrap pageWrap--s marginBottom-m paddingBottom-s c-slate lineHeight-l fontSize-l fontWeight-3 breakPointM-fontSize-xl breakPointM-lineHeight-xl\">At the core of these critiques are two points. The first is that human-centered design is superficial. Yes, you can create a nice app or a great service experience for someone \u2014 but are you actually solving a meaningful problem?<\/p>\n<p class=\"pageWrap pageWrap--s marginBottom-m paddingBottom-s c-slate lineHeight-l fontSize-l fontWeight-3 breakPointM-fontSize-xl breakPointM-lineHeight-xl\">The second is that human-centered design process doesn\u2019t pay enough attention to something that\u2019s important, whether it be strategy, systems, or the rest of life on this planet.<\/p>\n<p class=\"pageWrap pageWrap--s marginBottom-m paddingBottom-s c-slate lineHeight-l fontSize-l fontWeight-3 breakPointM-fontSize-xl breakPointM-lineHeight-xl\">It turns out both of these arguments only perpetuate deeper problems in design practice \u2014 and unpacking them holds the key to strengthening the impact of not only <a class=\"link link--blue fontWeight-4\"href=\"https:\/\/marvelapp.com\/blog\/framework-building-design-practice\/\">design thinking practice<\/a>, but also the impact of the many other approaches to design.<\/p>\n<p class=\"pageWrap pageWrap--s marginBottom-m paddingBottom-s c-slate lineHeight-l fontSize-l fontWeight-3 breakPointM-fontSize-xl breakPointM-lineHeight-xl\"><img class=\"size-full\" title=\"\" alt=\"\" \/><a class=\"link link--blue fontWeight-4\"href=\"https:\/\/marvelapp.com\/blog\/wp-content\/uploads\/2020\/02\/1ak9VZZmT3g-xdTwL6X8KYw.jpeg\"><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter wp-image-6580 size-full\" title=\"Design thinking human-centred design\" src=\"https:\/\/marvel7077.wpengine.com\/wp-content\/uploads\/2020\/02\/1ak9VZZmT3g-xdTwL6X8KYw.jpeg\" alt=\"Design thinking human-centred design\" width=\"2000\" height=\"1333\" \/><\/a><\/p>\n<h2 class=\"pageWrap pageWrap--s marginTop-xl marginBottom-l c-black lineHeight-xl fontSize-xl fontWeight-5 breakPointM-lineHeight-xxl breakPointM-fontSize-xxl\" style=\"margin-left: auto; margin-right: auto;\">Why do we have a human-centered design in the first place?<\/h2>\n<p class=\"pageWrap pageWrap--s marginBottom-m paddingBottom-s c-slate lineHeight-l fontSize-l fontWeight-3 breakPointM-fontSize-xl breakPointM-lineHeight-xl\">In both the public and private sectors, human-centered design is often introduced as an antidote to a natural problem. As businesses or governments become larger and the people who work in them become more distant from citizens and customers, they start to lose focus on them. They begin practicing other \u2014 often less desirable \u2014 problem-solving approaches: budget-centred design, timeline-centred design, what-my-boss-said centred design. Human-centered design has come to be a significant movement in both the public and private sectors because it provides an approach to designing products or services and more generally problem-solving that refocuses on the citizen or customer. It brings what might seem obvious \u2014 but too often isn\u2019t \u2014 back to the forefront.<\/p>\n<h2 class=\"pageWrap pageWrap--s marginTop-xl marginBottom-l c-black lineHeight-xl fontSize-xl fontWeight-5 breakPointM-lineHeight-xxl breakPointM-fontSize-xxl\" style=\"margin-left: auto; margin-right: auto;\">Where does human-centered design go wrong?<\/h2>\n<p class=\"pageWrap pageWrap--s marginBottom-m paddingBottom-s c-slate lineHeight-l fontSize-l fontWeight-3 breakPointM-fontSize-xl breakPointM-lineHeight-xl\">There are two major storylines about how human-centered design goes wrong: it\u2019s superficial, and it\u2019s missing an essential design consideration.<\/p>\n<h3 class=\"pageWrap pageWrap--s marginTop-l marginBottom-m c-black lineHeight-xl fontSize-xl fontWeight-5\">It\u2019s superficial<\/h3>\n<blockquote class=\"pageWrap pageWrap--s position-relative marginTopBottom-l breakPointM-marginTopBottom-xl\"><div class=\"blog-quote-before position-absolute bg-marvel\"><\/div><div class=\"tweet-quote blog-quote-after position-absolute bg-marvel cursor-pointer transitionDuration-l transitionProperty-all transitionTimingFunction-cv-easeOutCircular scaleUp--hover zi-weak\"><svg class=\"fill-white opacity-0 pointerEvents-none position-absolute pinCenter transitionProperty-all transitionTimingFunction-easeInOut\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" width=\"24\" height=\"20\" viewBox=\"0 0 24 20\"><path d=\"M24,2.37a9.64,9.64,0,0,1-2.83.79A5,5,0,0,0,23.34.37a9.72,9.72,0,0,1-3.13,1.23A4.86,4.86,0,0,0,16.62,0a5,5,0,0,0-4.8,6.2A13.87,13.87,0,0,1,1.67.92,5.13,5.13,0,0,0,3.19,7.67,4.81,4.81,0,0,1,1,7a5,5,0,0,0,3.95,5,4.82,4.82,0,0,1-2.22.09,4.94,4.94,0,0,0,4.6,3.51A9.72,9.72,0,0,1,0,17.73,13.69,13.69,0,0,0,7.55,20c9.14,0,14.31-7.92,14-15A10.17,10.17,0,0,0,24,2.37Z\"\/><\/svg><\/div><p class=\"blog-quote position-relative textAlign-center c-marvel\"><span class=\"blog-quote-text transitionDuration-l transitionProperty-all transitionTimingFunction-easeInOut\">\u201cDo we really need to do all this training to ask people what they want and give it to them?\u201d<\/p><\/span><\/blockquote>\n<blockquote class=\"pageWrap pageWrap--s position-relative marginTopBottom-l breakPointM-marginTopBottom-xl\"><div class=\"blog-quote-before position-absolute bg-marvel\"><\/div><div class=\"tweet-quote blog-quote-after position-absolute bg-marvel cursor-pointer transitionDuration-l transitionProperty-all transitionTimingFunction-cv-easeOutCircular scaleUp--hover zi-weak\"><svg class=\"fill-white opacity-0 pointerEvents-none position-absolute pinCenter transitionProperty-all transitionTimingFunction-easeInOut\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" width=\"24\" height=\"20\" viewBox=\"0 0 24 20\"><path d=\"M24,2.37a9.64,9.64,0,0,1-2.83.79A5,5,0,0,0,23.34.37a9.72,9.72,0,0,1-3.13,1.23A4.86,4.86,0,0,0,16.62,0a5,5,0,0,0-4.8,6.2A13.87,13.87,0,0,1,1.67.92,5.13,5.13,0,0,0,3.19,7.67,4.81,4.81,0,0,1,1,7a5,5,0,0,0,3.95,5,4.82,4.82,0,0,1-2.22.09,4.94,4.94,0,0,0,4.6,3.51A9.72,9.72,0,0,1,0,17.73,13.69,13.69,0,0,0,7.55,20c9.14,0,14.31-7.92,14-15A10.17,10.17,0,0,0,24,2.37Z\"\/><\/svg><\/div><p class=\"blog-quote position-relative textAlign-center c-marvel\"><span class=\"blog-quote-text transitionDuration-l transitionProperty-all transitionTimingFunction-easeInOut\">\u201cHuman-centered design gives us good user experience \u2014 but truly innovating is more than designing good user experiences.\u201d<\/p><\/span><\/blockquote>\n<p class=\"pageWrap pageWrap--s marginBottom-m paddingBottom-s c-slate lineHeight-l fontSize-l fontWeight-3 breakPointM-fontSize-xl breakPointM-lineHeight-xl\">This is the easier of the two critiques of human-centered design to address. I totally relate \u2014 but these aren\u2019t truthful ideas about human-centered design.<\/p>\n<p class=\"pageWrap pageWrap--s marginBottom-m paddingBottom-s c-slate lineHeight-l fontSize-l fontWeight-3 breakPointM-fontSize-xl breakPointM-lineHeight-xl\">Human-centered design is often against asking people what they want and giving it to them. If you want to be open to designing something that doesn\u2019t yet exist or the people that you\u2019re designing for (and hopefully with) haven\u2019t yet experienced, asking them what they want isn\u2019t going to work. The job of the human-centered design is to <em>understand peoples\u2019 lives and needs<\/em> and to design for that.<\/p>\n<p class=\"pageWrap pageWrap--s marginBottom-m paddingBottom-s c-slate lineHeight-l fontSize-l fontWeight-3 breakPointM-fontSize-xl breakPointM-lineHeight-xl\">And while human-centered design is often about creating good experiences \u2014 it\u2019s applied to a wide variety of challenges. My team has successfully applied human-centered design to everything from designing new learning approaches that help undocumented youth and refugees to learn vocational skills independently to speeding up information sharing between hundreds of teams working on construction projects.<\/p>\n<p class=\"pageWrap pageWrap--s marginBottom-m paddingBottom-s c-slate lineHeight-l fontSize-l fontWeight-3 breakPointM-fontSize-xl breakPointM-lineHeight-xl\">What is true is that there\u2019s a lot of superficial human-centered design practice out there. Years of well-intentioned and worthwhile efforts to \u201cdemocratise\u201d human-centered design have led the field to a crisis. Anyone can do <a class=\"link link--blue fontWeight-4\"href=\"https:\/\/dschool.stanford.edu\/executive-education\/dbootcamp\">the 5 hexagons<\/a> but some people are considerably more skilled than others in doing design research during empathy or synthesising findings when defining the opportunity. What was missing from those efforts is any distinction about the level of skill in practice.<\/p>\n<p class=\"pageWrap pageWrap--s marginBottom-m paddingBottom-s c-slate lineHeight-l fontSize-l fontWeight-3 breakPointM-fontSize-xl breakPointM-lineHeight-xl\">This problem can\u2019t be solved with a new design process that adds one or two steps to design thinking. You wouldn\u2019t get a heart surgery from a doctor who told you he did a heart surgery bootcamp two weeks before, no matter how many steps it had. The d.school at Stanford <a class=\"link link--blue fontWeight-4\"href=\"https:\/\/medium.com\/stanford-d-school\/lets-stop-talking-about-the-design-process-7446e52c13e8\">is changing how it talks about human-centered design<\/a> from a process to a set of design abilities. These abilities \u2014 not the process \u2014 are what we need to build and refine to bring good design to the table.<\/p>\n<h2 class=\"pageWrap pageWrap--s marginTop-xl marginBottom-l c-black lineHeight-xl fontSize-xl fontWeight-5 breakPointM-lineHeight-xxl breakPointM-fontSize-xxl\" style=\"margin-left: auto; margin-right: auto;\">It\u2019s missing an essential design consideration<\/h2>\n<blockquote class=\"pageWrap pageWrap--s position-relative marginTopBottom-l breakPointM-marginTopBottom-xl\"><div class=\"blog-quote-before position-absolute bg-marvel\"><\/div><div class=\"tweet-quote blog-quote-after position-absolute bg-marvel cursor-pointer transitionDuration-l transitionProperty-all transitionTimingFunction-cv-easeOutCircular scaleUp--hover zi-weak\"><svg class=\"fill-white opacity-0 pointerEvents-none position-absolute pinCenter transitionProperty-all transitionTimingFunction-easeInOut\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" width=\"24\" height=\"20\" viewBox=\"0 0 24 20\"><path d=\"M24,2.37a9.64,9.64,0,0,1-2.83.79A5,5,0,0,0,23.34.37a9.72,9.72,0,0,1-3.13,1.23A4.86,4.86,0,0,0,16.62,0a5,5,0,0,0-4.8,6.2A13.87,13.87,0,0,1,1.67.92,5.13,5.13,0,0,0,3.19,7.67,4.81,4.81,0,0,1,1,7a5,5,0,0,0,3.95,5,4.82,4.82,0,0,1-2.22.09,4.94,4.94,0,0,0,4.6,3.51A9.72,9.72,0,0,1,0,17.73,13.69,13.69,0,0,0,7.55,20c9.14,0,14.31-7.92,14-15A10.17,10.17,0,0,0,24,2.37Z\"\/><\/svg><\/div><p class=\"blog-quote position-relative textAlign-center c-marvel\"><span class=\"blog-quote-text transitionDuration-l transitionProperty-all transitionTimingFunction-easeInOut\">\u201cHuman-centered design creates good local solutions, but those solutions don\u2019t scale.\u201d<\/p><\/span><\/blockquote>\n<blockquote class=\"pageWrap pageWrap--s position-relative marginTopBottom-l breakPointM-marginTopBottom-xl\"><div class=\"blog-quote-before position-absolute bg-marvel\"><\/div><div class=\"tweet-quote blog-quote-after position-absolute bg-marvel cursor-pointer transitionDuration-l transitionProperty-all transitionTimingFunction-cv-easeOutCircular scaleUp--hover zi-weak\"><svg class=\"fill-white opacity-0 pointerEvents-none position-absolute pinCenter transitionProperty-all transitionTimingFunction-easeInOut\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" width=\"24\" height=\"20\" viewBox=\"0 0 24 20\"><path d=\"M24,2.37a9.64,9.64,0,0,1-2.83.79A5,5,0,0,0,23.34.37a9.72,9.72,0,0,1-3.13,1.23A4.86,4.86,0,0,0,16.62,0a5,5,0,0,0-4.8,6.2A13.87,13.87,0,0,1,1.67.92,5.13,5.13,0,0,0,3.19,7.67,4.81,4.81,0,0,1,1,7a5,5,0,0,0,3.95,5,4.82,4.82,0,0,1-2.22.09,4.94,4.94,0,0,0,4.6,3.51A9.72,9.72,0,0,1,0,17.73,13.69,13.69,0,0,0,7.55,20c9.14,0,14.31-7.92,14-15A10.17,10.17,0,0,0,24,2.37Z\"\/><\/svg><\/div><p class=\"blog-quote position-relative textAlign-center c-marvel\"><span class=\"blog-quote-text transitionDuration-l transitionProperty-all transitionTimingFunction-easeInOut\">\u201cHuman-centered design gave us convenience, but the convenience of disposable product packaging is killing the planet.\u201d<\/p><\/span><\/blockquote>\n<p class=\"pageWrap pageWrap--s marginBottom-m paddingBottom-s c-slate lineHeight-l fontSize-l fontWeight-3 breakPointM-fontSize-xl breakPointM-lineHeight-xl\">This is the more problematic critique for human-centered design. Human-centered design, even when well-practiced, misses the mark because it doesn\u2019t consider something important, whether it\u2019s the planet, the broader systemic change that\u2019s needed to solve a problem, the need for scale, business strategy \u2014 or any other number of things that don\u2019t directly involve the user, customer, or citizen.<\/p>\n<p class=\"pageWrap pageWrap--s marginBottom-m paddingBottom-s c-slate lineHeight-l fontSize-l fontWeight-3 breakPointM-fontSize-xl breakPointM-lineHeight-xl\">Ignoring these considerations can have terrible consequences both in the private and public sectors. <a class=\"link link--blue fontWeight-4\"href=\"https:\/\/medium.com\/iipp-blog\/strategic-design-for-public-purpose-33c3899dba5e\">Dan Hill argues<\/a> that human-centered design can give us a great car sharing experience \u2014 but Uber is ultimately making cities worse to live in because it creates more traffic (and it\u2019s making society worse because by putting more people into jobs with few protections.)<\/p>\n<p class=\"pageWrap pageWrap--s marginBottom-m paddingBottom-s c-slate lineHeight-l fontSize-l fontWeight-3 breakPointM-fontSize-xl breakPointM-lineHeight-xl\">Another version of this problem has led to the demise of many corporate innovation and public sector labs. Teams in innovation labs designed things that were great for users but that weren\u2019t particularly <em>strategic<\/em>. I\u2019ve seen this manifested in all sorts of ways. It\u2019s the laundry list of user experience improvements that were nice but wouldn\u2019t generate a meaningful return on investment for the business or the product that failed to get off the ground because designers trying to design the best user experience rejected using existing distribution channels. It\u2019s the corporate startup with an innovative solution and a loyal customer base that was shut down 3 years in because it was never going to grow large enough to be interesting for the parent business. <a class=\"link link--blue fontWeight-4\"href=\"https:\/\/medium.com\/@acclabs\/acceleration-labs-the-challenge-of-engaging-the-mothership-a28a7ff1964f\">This piece<\/a> by UNDP similarly argues that a good deal of social innovation isn\u2019t sufficiently strategic and so fails to penetrate the core of government or development organisations.<\/p>\n<p class=\"pageWrap pageWrap--s marginBottom-m paddingBottom-s c-slate lineHeight-l fontSize-l fontWeight-3 breakPointM-fontSize-xl breakPointM-lineHeight-xl\">So design thinking is nice for users, but it doesn\u2019t pay enough attention to strategy, or the planet, or something else. Instead we need: life-centred design, which argues that we need to design considering that all life on the planet is connected \u2014 not just design for people. Or we need systemic design, which argues we need to pay attention to the structure of relationships between different entities, not just to users.<\/p>\n<p class=\"pageWrap pageWrap--s marginBottom-m paddingBottom-s c-slate lineHeight-l fontSize-l fontWeight-3 breakPointM-fontSize-xl breakPointM-lineHeight-xl\">Yes, yes, and yes. But there\u2019s one problem: you can take your pick of system-centred, life-centred, strategy-centred \u2014 but if you aren\u2019t <em>also<\/em> human-centered, the likelihood that people will actually want and use your solution is pretty dim.<\/p>\n<p class=\"pageWrap pageWrap--s marginBottom-m paddingBottom-s c-slate lineHeight-l fontSize-l fontWeight-3 breakPointM-fontSize-xl breakPointM-lineHeight-xl\">We need solutions that people want <em>and<\/em> that can scale, <em>and<\/em> are good for the environment, or whatever might be the essential considerations. If people are doing human-centered design without paying attention to strategy, it\u2019s not good design! If people are designing products that are convenient but that destroy the environment, it\u2019s not good design. If people are designing solutions that fail to solve the problem \u2014 or create more problems \u2014 because they don\u2019t think about their solution being part of a broader system, it\u2019s not good design. And that\u2019s true for all the alternatives to human-centered design. A systemic approach to climate change that people don\u2019t want or isn\u2019t strategic for the implementing organisation isn\u2019t going to work.<\/p>\n<p class=\"pageWrap pageWrap--s marginBottom-m paddingBottom-s c-slate lineHeight-l fontSize-l fontWeight-3 breakPointM-fontSize-xl breakPointM-lineHeight-xl\">Strategic design isn\u2019t better than human-centered design. Good design needs to consider humans and many of these other things. Good design goes back and forth between user needs and strategic needs, and planetary needs, and societal needs, and more, to frame challenges that incorporate multiple considerations. An essential design ability is the ability to create elegant solutions at the intersection of a variety of different \u2014 and sometimes seemingly contradictory \u2014 considerations.<\/p>\n<p class=\"pageWrap pageWrap--s marginBottom-m paddingBottom-s c-slate lineHeight-l fontSize-l fontWeight-3 breakPointM-fontSize-xl breakPointM-lineHeight-xl\">Which considerations are most relevant will depend on what you\u2019re designing, but here\u2019s one thing I\u2019m willing to bet: humans are always going to matter. In fact, they\u2019re probably a central consideration.<\/p>\n<p class=\"pageWrap pageWrap--s marginBottom-m paddingBottom-s c-slate lineHeight-l fontSize-l fontWeight-3 breakPointM-fontSize-xl breakPointM-lineHeight-xl\"><img class=\"size-full\" title=\"\" alt=\"\" \/><a class=\"link link--blue fontWeight-4\"href=\"https:\/\/marvelapp.comblog\/\/wp-content\/uploads\/2020\/02\/1TRz0VPo7PETM8Sy9VwqD5g.jpeg\"><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter wp-image-6580 size-full\" title=\"Design thinking session human-centred design\" src=\"https:\/\/marvel7077.wpengine.com\/wp-content\/uploads\/2020\/02\/1TRz0VPo7PETM8Sy9VwqD5g.jpeg\" alt=\"Design thinking session human-centred design\" width=\"2000\" height=\"1333\" \/><\/a><\/p>\n<h2 class=\"pageWrap pageWrap--s marginTop-xl marginBottom-l c-black lineHeight-xl fontSize-xl fontWeight-5 breakPointM-lineHeight-xxl breakPointM-fontSize-xxl\" style=\"margin-left: auto; margin-right: auto;\">The ingredient that makes it all possible<\/h2>\n<p class=\"pageWrap pageWrap--s marginBottom-m paddingBottom-s c-slate lineHeight-l fontSize-l fontWeight-3 breakPointM-fontSize-xl breakPointM-lineHeight-xl\">Good design is about bringing strong design abilities to the table and it\u2019s about going back and forth between different frames \u2014 strategic, planetary, systemic, etc. But there\u2019s another important ingredient that makes it all possible.<\/p>\n<p class=\"pageWrap pageWrap--s marginBottom-m paddingBottom-s c-slate lineHeight-l fontSize-l fontWeight-3 breakPointM-fontSize-xl breakPointM-lineHeight-xl\">A few years ago, a global pharma company came to us with a challenge: design a mobile app to teach people healthy eating and exercise habits to help address Malaysia\u2019s growing diabetes crises. \u201cSounds interesting,\u201d we told them, \u201cbut let\u2019s spend some time in the field to better understand the challenge.\u201d<\/p>\n<p class=\"pageWrap pageWrap--s marginBottom-m paddingBottom-s c-slate lineHeight-l fontSize-l fontWeight-3 breakPointM-fontSize-xl breakPointM-lineHeight-xl\">We went to 24-hour restaurants and asked people how they decided what to eat. We went to gyms to learn how people got addicted to going to the gym. We gathered a ton of insight that later went into the design of the solution. But one very critical thing we learned was this: people knew that what they were doing was unhealthy, they just weren\u2019t interested in changing anything. We could have designed the best education mobile app ever \u2014 it still wouldn\u2019t have solved the problem because the strategy was wrong.<\/p>\n<p class=\"pageWrap pageWrap--s marginBottom-m paddingBottom-s c-slate lineHeight-l fontSize-l fontWeight-3 breakPointM-fontSize-xl breakPointM-lineHeight-xl\">We took the data back to the pharma company and their partners at the Ministry of Health and made the case for shifting the approach from education to behaviour change. We made different versions of the argument until one stuck and we framed the new approach so that it wouldn\u2019t look too divergent from what had already been signed off. They agreed and the shape of the project changed in some important ways.<\/p>\n<p class=\"pageWrap pageWrap--s marginBottom-m paddingBottom-s c-slate lineHeight-l fontSize-l fontWeight-3 breakPointM-fontSize-xl breakPointM-lineHeight-xl\">Good design never happens if designers aren\u2019t in a position to answer the important questions. The important question here wasn\u2019t so much the design of the app \u2014 it was the strategy the organisation was using to prevent diabetes.<\/p>\n<p class=\"pageWrap pageWrap--s marginBottom-m paddingBottom-s c-slate lineHeight-l fontSize-l fontWeight-3 breakPointM-fontSize-xl breakPointM-lineHeight-xl\">Some argue that designers aren\u2019t asking the important (often big) questions. I imagine that\u2019s true, sometimes. More often I see designers pigeonholed (\u201coh, you\u2019re here to make the web site look good!\u201d) or organisations that don\u2019t have the right leadership to lead a significant change in direction.<\/p>\n<blockquote class=\"pageWrap pageWrap--s position-relative marginTopBottom-l breakPointM-marginTopBottom-xl\"><div class=\"blog-quote-before position-absolute bg-marvel\"><\/div><div class=\"tweet-quote blog-quote-after position-absolute bg-marvel cursor-pointer transitionDuration-l transitionProperty-all transitionTimingFunction-cv-easeOutCircular scaleUp--hover zi-weak\"><svg class=\"fill-white opacity-0 pointerEvents-none position-absolute pinCenter transitionProperty-all transitionTimingFunction-easeInOut\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" width=\"24\" height=\"20\" viewBox=\"0 0 24 20\"><path d=\"M24,2.37a9.64,9.64,0,0,1-2.83.79A5,5,0,0,0,23.34.37a9.72,9.72,0,0,1-3.13,1.23A4.86,4.86,0,0,0,16.62,0a5,5,0,0,0-4.8,6.2A13.87,13.87,0,0,1,1.67.92,5.13,5.13,0,0,0,3.19,7.67,4.81,4.81,0,0,1,1,7a5,5,0,0,0,3.95,5,4.82,4.82,0,0,1-2.22.09,4.94,4.94,0,0,0,4.6,3.51A9.72,9.72,0,0,1,0,17.73,13.69,13.69,0,0,0,7.55,20c9.14,0,14.31-7.92,14-15A10.17,10.17,0,0,0,24,2.37Z\"\/><\/svg><\/div><p class=\"blog-quote position-relative textAlign-center c-marvel\"><span class=\"blog-quote-text transitionDuration-l transitionProperty-all transitionTimingFunction-easeInOut\">\"Good design never happens if designers aren\u2019t in a position to answer the important questions.\"<\/p><\/span><\/blockquote>\n<p class=\"pageWrap pageWrap--s marginBottom-m paddingBottom-s c-slate lineHeight-l fontSize-l fontWeight-3 breakPointM-fontSize-xl breakPointM-lineHeight-xl\"><a class=\"link link--blue fontWeight-4\"href=\"https:\/\/inwithforward.com\/about\/\">Sarah Schulman<\/a> tells of working on a project to support women in shelters get job opportunities and finding that what they really needed was to be out of shelters so they could get the right support system. The problem: her client was in the business of running shelters. Sarah is a fantastic designer but she wasn\u2019t in a position to answer the right question \u2014 and her client didn\u2019t have the right leadership to enable answering that question.<\/p>\n<p class=\"pageWrap pageWrap--s marginBottom-m paddingBottom-s c-slate lineHeight-l fontSize-l fontWeight-3 breakPointM-fontSize-xl breakPointM-lineHeight-xl\">Very often, however, the challenge is designers themselves. The best designers I\u2019ve worked with take responsibility for making the space for good design to happen. It doesn\u2019t get handed to them. They make that space by picking who they work with and applying their design abilities \u2014 resolving different tensions that arise in a way that works for multiple stakeholders, not just the end user. They do it by empathising with organisational leaders and with front-line staff and building trust. They do it by speaking convincingly not just about user needs, but also about strategy and implementation.<\/p>\n<p class=\"pageWrap pageWrap--s marginBottom-m paddingBottom-s c-slate lineHeight-l fontSize-l fontWeight-3 breakPointM-fontSize-xl breakPointM-lineHeight-xl\">In other words, great designers don\u2019t just design things like services or businesses \u2014 they also design the space that allows good design to happen.<\/p>\n<p class=\"pageWrap pageWrap--s marginBottom-m paddingBottom-s c-slate lineHeight-l fontSize-l fontWeight-3 breakPointM-fontSize-xl breakPointM-lineHeight-xl\"style=\"text-align: center;\">. . .<\/p>\n<p class=\"pageWrap pageWrap--s marginBottom-m paddingBottom-s c-slate lineHeight-l fontSize-l fontWeight-3 breakPointM-fontSize-xl breakPointM-lineHeight-xl\"style=\"text-align: left;\">We don\u2019t need a new design process to replace human-centered design. Design processes don\u2019t give us good design \u2014 they\u2019re merely a scaffolding to help us get there. We need a picture of what good design looks like and we need designers who can make the space for it to happen.<\/p>\n<p class=\"pageWrap pageWrap--s marginBottom-m paddingBottom-s c-slate lineHeight-l fontSize-l fontWeight-3 breakPointM-fontSize-xl breakPointM-lineHeight-xl\">What all this hunger for something beyond design thinking tells us is that designers need to take a more expansive view of what they design. Designers don\u2019t just design good solutions. They design the conditions that enable good solutions to emerge \u2014 the system around creating the solution.<\/p>\n<blockquote class=\"pageWrap pageWrap--s position-relative marginTopBottom-l breakPointM-marginTopBottom-xl\"><div class=\"blog-quote-before position-absolute bg-marvel\"><\/div><div class=\"tweet-quote blog-quote-after position-absolute bg-marvel cursor-pointer transitionDuration-l transitionProperty-all transitionTimingFunction-cv-easeOutCircular scaleUp--hover zi-weak\"><svg class=\"fill-white opacity-0 pointerEvents-none position-absolute pinCenter transitionProperty-all transitionTimingFunction-easeInOut\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" width=\"24\" height=\"20\" viewBox=\"0 0 24 20\"><path d=\"M24,2.37a9.64,9.64,0,0,1-2.83.79A5,5,0,0,0,23.34.37a9.72,9.72,0,0,1-3.13,1.23A4.86,4.86,0,0,0,16.62,0a5,5,0,0,0-4.8,6.2A13.87,13.87,0,0,1,1.67.92,5.13,5.13,0,0,0,3.19,7.67,4.81,4.81,0,0,1,1,7a5,5,0,0,0,3.95,5,4.82,4.82,0,0,1-2.22.09,4.94,4.94,0,0,0,4.6,3.51A9.72,9.72,0,0,1,0,17.73,13.69,13.69,0,0,0,7.55,20c9.14,0,14.31-7.92,14-15A10.17,10.17,0,0,0,24,2.37Z\"\/><\/svg><\/div><p class=\"blog-quote position-relative textAlign-center c-marvel\"><span class=\"blog-quote-text transitionDuration-l transitionProperty-all transitionTimingFunction-easeInOut\">\"Human-centered designers bring two essential abilities to the table that can help make that happen: the ability to empathise with people and the ability to solve for multiple, seemingly contradictory, constraints.\"<\/p><\/span><\/blockquote>\n<p class=\"pageWrap pageWrap--s marginBottom-m paddingBottom-s c-slate lineHeight-l fontSize-l fontWeight-3 breakPointM-fontSize-xl breakPointM-lineHeight-xl\">These abilities are at the foundation of design thinkers\u2019 strength in working horizontally across organisations (e.g. bridging engineering and marketing) as well as vertically (e.g. bridging strategy, implementation, and user experience).<\/p>\n<p class=\"pageWrap pageWrap--s marginBottom-m paddingBottom-s c-slate lineHeight-l fontSize-l fontWeight-3 breakPointM-fontSize-xl breakPointM-lineHeight-xl\">Designing the system around creating the solution can be a lot harder than designing the solution itself. It hasn\u2019t gotten any easier with our polarised politics and pathological short-termism.<\/p>\n<p class=\"pageWrap pageWrap--s marginBottom-m paddingBottom-s c-slate lineHeight-l fontSize-l fontWeight-3 breakPointM-fontSize-xl breakPointM-lineHeight-xl\">But if anything is clear, we need designers to step up to this challenge \u2014 helping businesses bridge strategy with the needs of life on our planet or governments bridge short-term demands with a longer-term flourishing of society \u2014 today more than ever.<\/p>\n<blockquote class=\"pageWrap pageWrap--s position-relative marginTopBottom-l breakPointM-marginTopBottom-xl\"><div class=\"blog-quote-before position-absolute bg-marvel\"><\/div><div class=\"tweet-quote blog-quote-after position-absolute bg-marvel cursor-pointer transitionDuration-l transitionProperty-all transitionTimingFunction-cv-easeOutCircular scaleUp--hover zi-weak\"><svg class=\"fill-white opacity-0 pointerEvents-none position-absolute pinCenter transitionProperty-all transitionTimingFunction-easeInOut\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" width=\"24\" height=\"20\" viewBox=\"0 0 24 20\"><path d=\"M24,2.37a9.64,9.64,0,0,1-2.83.79A5,5,0,0,0,23.34.37a9.72,9.72,0,0,1-3.13,1.23A4.86,4.86,0,0,0,16.62,0a5,5,0,0,0-4.8,6.2A13.87,13.87,0,0,1,1.67.92,5.13,5.13,0,0,0,3.19,7.67,4.81,4.81,0,0,1,1,7a5,5,0,0,0,3.95,5,4.82,4.82,0,0,1-2.22.09,4.94,4.94,0,0,0,4.6,3.51A9.72,9.72,0,0,1,0,17.73,13.69,13.69,0,0,0,7.55,20c9.14,0,14.31-7.92,14-15A10.17,10.17,0,0,0,24,2.37Z\"\/><\/svg><\/div><p class=\"blog-quote position-relative textAlign-center c-marvel\"><span class=\"blog-quote-text transitionDuration-l transitionProperty-all transitionTimingFunction-easeInOut\">\"Great designers don\u2019t just design things like services or businesses \u2014 they also design the space that allows good design to happen.\"<\/p><\/span><\/blockquote>\n<p class=\"pageWrap pageWrap--s marginBottom-m paddingBottom-s c-slate lineHeight-l fontSize-l fontWeight-3 breakPointM-fontSize-xl breakPointM-lineHeight-xl\">Originally posted on <a class=\"link link--blue fontWeight-4\"href=\"https:\/\/uxdesign.cc\/design-thinking-isnt-the-problem-but-here-s-what-it-takes-to-do-good-design-eb4cf4278c63\">Kal's Medium<\/a>.<\/p>\n<h3 class=\"pageWrap pageWrap--s marginTop-l marginBottom-m c-black lineHeight-xl fontSize-xl fontWeight-5\">Further reading:<\/h3>\n<ul class=\"pageWrap pageWrap--s list list--unordered marginBottom-l lineHeight-l fontSize-l fontWeight-3 breakPointM-fontSize-xl breakPointM-lineHeight-xl\">\n<li class=\"LinkSuggestion__LinkSuggestionWrapper-sc-1mdih4x-0 bRwwZe\"><a class=\"link link--blue fontWeight-4\"class=\"LinkSuggestion__Link-sc-1mdih4x-2 dcwLhi\" href=\"https:\/\/marvelapp.com\/blog\/what-is-design-strategy\/\" target=\"_blank\" rel=\"noopener noreferrer\">What is Design Strategy?<\/a><\/li>\n<li class=\"LinkSuggestion__LinkSuggestionWrapper-sc-1mdih4x-0 bRwwZe\"><a class=\"link link--blue fontWeight-4\"class=\"LinkSuggestion__Link-sc-1mdih4x-2 dcwLhi\" href=\"https:\/\/marvelapp.com\/blog\/design-thinking-and-grit\/\" target=\"_blank\" rel=\"noopener noreferrer\">Design thinking and the need for grit<\/a><\/li>\n<li class=\"LinkSuggestion__LinkSuggestionWrapper-sc-1mdih4x-0 bRwwZe\"><a class=\"link link--blue fontWeight-4\"class=\"LinkSuggestion__Link-sc-1mdih4x-2 dcwLhi\" href=\"https:\/\/marvelapp.com\/blog\/framing-right-problems-ux-design\/\" target=\"_blank\" rel=\"noopener noreferrer\">Framing The \u201cRight\u201d Problems In UX Design<\/a><\/li>\n<li class=\"LinkSuggestion__LinkSuggestionWrapper-sc-1mdih4x-0 bRwwZe\"><a class=\"link link--blue fontWeight-4\"class=\"LinkSuggestion__Link-sc-1mdih4x-2 dcwLhi\" href=\"https:\/\/marvelapp.com\/blog\/what-is-product-design\/\" target=\"_blank\" rel=\"noopener noreferrer\">What is Product Design?<\/a><\/li>\n<li class=\"LinkSuggestion__LinkSuggestionWrapper-sc-1mdih4x-0 bRwwZe\"><a class=\"link link--blue fontWeight-4\"class=\"LinkSuggestion__Link-sc-1mdih4x-2 dcwLhi\" href=\"https:\/\/marvelapp.com\/blog\/ceos-care-design-sprints\/\" target=\"_blank\" rel=\"noopener noreferrer\">CEOs Should Care About Design Sprints Too<\/a><\/li>\n<\/ul>\n","protected":false},"excerpt":{"rendered":"<p>There\u2019s a big search on for what\u2019s next after design thinking. Over the past five years, people have lined up to write critiques of design thinking (also known as human-centered design). In the case of the more thoughtful critiques, those thinkers have offered alternatives. Instead of people centered design, we need systemic design. Or we need strategic design. Or we&#8230; <a class=\"link link--blue fontWeight-4\" href=\"https:\/\/marvelapp.com\/blog\/design-thinking-isnt-the-problem-human-centered-design\/\">Read More &#65515;<\/a><\/p>\n","protected":false},"author":322,"featured_media":19289,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[485],"tags":[],"class_list":["post-19264","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-design-thinking"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v15.5 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<meta name=\"description\" content=\"Human-centered design is superficial and doesn&#039;t pay enough attention to important things. How will these problems impact other approaches of design?\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/marvelapp.com\/blog\/design-thinking-isnt-the-problem-human-centered-design\/\" \/>\n<meta property=\"og:locale\" content=\"en_GB\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Design thinking (human-centered design) isn&#039;t the problem | Marvel Blog\" \/>\n<meta property=\"og:description\" content=\"Human-centered design is superficial and doesn&#039;t pay enough attention to important things. 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