“Think of design as a verb. Have a bias towards action.” Design is all about experimenting, failing, and iterating. We can’t get to the good stuff without trying different ideas. Sure, maybe if we spent all the time we wanted on a new product or experience, we might get it 60% right when it launches. Maybe. If we’re lucky. But a) when do we get all the time we want? and more importantly, b) how much better could that product or experience be with input from the actual, real life end users throughout the design process?
The traditional approach is like saying, “Here, I made this for you based on what I know you need.” And then we wonder why these projects get shelved, even if the verbal response was, “Wow, thank you!”
The bias towards action approach is like saying, “Tell me about your experience with ABC. OK, so I’m hearing XYZ are some pain points.” [creates low-fidelity prototypes and comes back to the end user] “How would you use this?” [observes behavior] “What would make this easier or better for you to use?” [creates a revised prototype] “How would you use this version?” “What would make this better for you?” [creates another revised prototype and continues testing with different users]
The design thinking approach builds in the humility to not make assumptions about the needs of others, and it gives us the tools to build empathy and collaborate with who we are designing for as co-creators.
Further reading: Decentering the Designer
Related ideas to having a bias towards action: “Fail fast, fail forward” and “Who tells you ‘no’ the most?”
Daily Learnings 