A 5 PHASE PROCESS OF STRUCTURED INNOVATION AND DESIGN
In my last post about Human-Centered Design I talked about the value of Human-Centered Design. In this post we will dive deeper into the 5 phase process of structured innovation and design:
Understanding or having empathy is about getting to the heart of what really matters to our stakeholders. Standard research practices usually go wide, reaching thousands through analytics, but rarely dive deep below the surface. A deep understanding is imperative – listen, observe, feel, intuit and experience in order to glean the unarticulated needs that most are unable to voice.
Re-thinking is key to making sure we are framing the right question and not unconsciously focused on a symptom of the problem. Einstein stated, “If he only had one hour to solve a problem he would spend 55 minutes defining the problem and the remaining 5 minutes solving it routinely.”
Ideate. Diversity and inclusion provide the opportunity to go as WIDE as possible with idea generating. We then curate the data to generate new thoughts, ideas and conversations.
Diversity focuses on the differences, such as gender, race, religion, and thought. Inclusion is the deliberate act of welcoming diversity and creating an environment where people can feel safe to speak and get involved. Both diversity and inclusion are key elements in the success of this phase and the overall success of the project.
Form is paramount. Bringing the idea to life provides an easy way for both stakeholders to become active participants in the design process. Prototyping provides collaboration, feedback and support. All three are critical to the next phase and the overall success of the challenge.
Movement (energy) generates life. It is only through the process of trials and failures that we can improve our prototype. A product, program or service has a greater chance of success when we iterate – try, fail, learn, listen and repeat. It is through this continual process of iteration that we are able to create more relevant and meaningful value.
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By C. Pate Moore, Senior Human-Centered Design Strategist