We are always told that business opportunity lies where people’s desirability is. That statement is an obvious thing. The not-so-obvious thing is that we will also have to take a look at the Feasibility and Viability before engaging in any design.
The term Feasibility in this case apply to both Technology and organizational feasibility. In order to design a solution, adequate technology is needed.
Viability often refers to the financial side of things. Sometime there is an obvious solution to problem but it might be too costly to implement.
Thus the process begins with desirability but ends where the three circles overlap.
The designing process that we learned at IDEO is the human-cantered design. The process is designed to assist the designer to hear people’s needs in many different views, create an innovative solutions to quench that needs while keeping in mind the feasible financial position.
Since our time at IDEO was short, we only focused on the starting process of hearing people’s need and idea & opportunity generation.
Here is how the process flow:
•Discovery – Opening yourself up to new opportunities, finding out new things in different angles, deepening the understanding of people’s needs
•Interpretation – Transforms observation, stories, thoughts and everything your five senses touched upon into meaningful insights.
•Idea Generation - Brainstorm to expand previous thoughts into lots and lots of fresh ideas
•Experimentation – In other word: prototyping. Bringing out idea into reality. Testing and learning from practical experience.
•Evolution – Develop and communicate the concepts. Make changes to the old style.
From the above graph you can see that the actual full process takes place right from observation until making prototype and finally implementation of the solution.
You can also see that there are largely three main parts to the whole design curve: Hearing, Creating and Delivering.
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