The Non-Designer’s Guide to Design Thinking: What a Marketer Learned in Design School
by Kunitake Saso
“The design thinking process is not a collection of steps… [It] is characterized by switching between four different modes as needed, and advancing work through short cycles… You go back and forth between the phases again and again, slowly raising the quality of your output; therefore, it is better to think of it as a compass than as a map.”
The Four Modes of Design Thinking:
The author says that 80% of the value is created in the synthesis and prototyping stages.
RESEARCH. The subjects of design research interviews are often “extreme users with strong preferences, or experts in the field and very familiar with the trends” rather than average users. Continue reading “The Non-Designer’s Guide to Design Thinking”