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In it the core innovation team selects the most important data gathered during the discovery process and writes it down on large posters. The posters are hung around a room, and key stakeholders are invited to tour this gallery and write down on Post-it notes the bits of data they consider essential to new designs. The stakeholders then form small teams, and in a carefully orchestrated process, their Post-it observations are shared, combined, and sorted by theme into clusters that the group mines for insights. This process overcomes the danger that innovators will be unduly influenced by their own biases and see only what they want to see, because it makes the people who were interviewed feel vivid and real to those browsing the gallery.
To be successful, an innovation process must deliver three things:
Design thinking has two stages: divergent and convergent.It begins as Divergent in discovery when everything is studied, then it converges to a an opportunity after Defining the problem. Then it diverges again when solutions are considered and then it converges towards a solution.
— Steve Jobs
In a meeting with Ideo’s CEO, Tim Brown, in 2003, David Kelley, the founder, had an epiphany: They would stop calling Ideo’s approach “design” and start calling it “design thinking.”
“I’m not a words person,” Kelley says, “but in my life, it’s the most powerful moment that words or labeling ever made. Because then it all made sense. Now I’m an expert at methodology rather than a guy who designs a new chair or car.”
The study of Ethnography is completely based on people and human interaction whether that interaction be with other people, the world around them, or the subjects themselves. Ethnography looks to study, in-depth, the relationships between the issue and the user. Through observation and research Ethnography is able to truly empathize with the user and their issues. The issue with relating Design Thinking and Ethnography is that Ethnography is just a portion of Design Thinking.
Each of these steps is crucial in coming up with the best solution possible for a problem. They work together to first understand the problem, then explore possible solutions, and finally to implement the final and best solution
The design thinking process is carried out in a flexible and non-linear fashion. For example, more than one stage may be conducted concurrently by different groups within the design team, or the designers may collect information and prototype during the entire project so as to enable them to bring their ideas to life and visualise the problem solutions.