“[Enter Name] consulted/partnered/teamed [choose one] with IDEO to transform/re-imagine/design [choose one] an innovative/revolutionary/empathic [choose one] solution.”
Is it my imagination or does it seem that a sentence like this one appears with increasing frequency.
It certainly is a long way from shopping cart re-design projects. In addition to product design, IDEO and other firms now bring their design thinking process to industries of all types, for- and non-profit. Librarians, for example, can use IDEO’s Design Thinking Toolkit for Libraries to create challenges for the improvement of services, workflows and more.
It is not my imagination. Design firms, according to this article have conquered the world. They are everywhere. It suggests that the selling of design thinking as a competitive advantage for organizations is itself a competitive advantage. Design firms that don’t offer IDEO-type consulting services may find themselves losing business to the ones that do.
Why is design riding so high these days? In the article “Why Design Thinking Conquered the World” Phil Roberts offers several reasons:
* Organizations are looking to gain a competitive advantage when factors such as cost or features no longer offer much leverage;
* Desire for an organizational creative culture – or at least one that lends itself to creativity
* Improving services from the customer’s perspective
Given the number of industries where there is interest in adopting design thinking, it seems there currently is no limit to the ways in which organizations will seek to apply it nor is it limited to any one type of organization.
Of course, large corporations know this too. They’ve realized design’s importance in nearly everything they do, and are either acquiring independent firms, or developing their own internal capabilities.
As more organizations catch on they are realizing the value of moving to a design culture, and they will go to design firms like IDEO or they will try to develop the appropriate resources in house. In his essay “The Next Big Thing in Design” Tim Brown, CEO of IDEO, writes:
We’re excited that design has become the keystone of doing business. That’s good for everyone. But when a company of tens or even hundreds of thousands hires a few hundred designers, the practice is still being treated as a tool, not as a core competence. That makes the longevity of independent design companies—and collectives that have creative mastery at their core—all the more important.
Just as design thinking is sweeping through multiple industries, the library world’s interest in it is expanding as well. While it’s unlikely most library organizations will partner with IDEO the way this one did, more libraries across all sectors of the profession can use IDEO’s library toolkit to explore design thinking as an option for tackling challenging problems where a design approach could make a difference. Some libraries may discover design thinking through an exploration of user experience, which is catching on even more quickly as a way to design better libraries.
Libraries may be lagging a number of other industries (e.g.,hospitality, health care, automotive) when it comes to design thinking, but at least we can say “IDEO was here”.