Design thinking has a human-centered core. It encourages organizations to focus on the people they're creating for, which leads to better products, services, and internal processes. When you sit down to create a solution for a business need, the first question should always be what's the human need behind it?
In this Office Hours episode of our Creative Confidence Series, Jane Fulton Suri, IDEO Partner Emeritus and Executive Design Director, chats with IDEO U Dean Suzanne Gibbs Howard and answers questions from our community on design research, empathy, and observation. The interview has been edited for length and clarity. Listen to this episode on our podcast, and check out their full conversation to hear more about Jane’s experience over her 30-year career at IDEO and in design research.
There’s a reason why the saying “curiosity killed the cat” has stuck around. Not all cultures or workplaces welcome curiosity as a path toward innovation. Some see it as questioning orthodoxy or stirring up trouble. But asking questions to uncover new problems and drive your thinking is a critical step toward achieving innovation. So how do we bridge the gap between those two competing perspectives?
In this episode of our Creative Confidence Series, Jane Fulton Suri, IDEO Partner Emeritus and Executive Design Director, and Dean of IDEO U Suzanne Gibbs Howard reflect on the evolution of empathy in design during Jane’s 30-year career at IDEO and why bringing curiosity into your work takes courage.
More and more businesses are in touch with their customers from an information perspective, but not necessarily an insights perspective. The purpose of insights is to connect head and heart knowledge—information plus inspiration. Too often, information just describes phenomena with no clear path of what to do with it. But the best insights reveal behaviors or phenomena and point to solutions or ideas. And because insights are grounded in human needs and desires, they lead to ideas that create value in people’s lives.
A creative mindset can be a powerful force for looking beyond the status quo. People who use the creative techniques we outline are better able to apply their imagination to painting a picture of the future. They believe they have the ability to improve on existing ideas and positively impact the world around them, whether at work or in their personal lives.