Design Thinking Is NOT User Experience Design. Period.
Bill Schmarzo
Dean of Big Data, CDO Chief AI Officer Whisperer, recognized global innovator, educator, and practitioner in Big Data, Data Science, & Design Thinking
[Begin lecture]
I’m sure that this blog will piss off some folks, but I just can’t sit patiently on the sidelines and watch Design Thinking being bastardized. I’ve had this conversation too many times – someone claims that they really understand Design Thinking, but they are talking about “User Experience” design and not “Cultural Change and Alignment” design.
I can understand on the surface the confusion because both User Experience Design and Cultural Design Thinking use many of the same tools – personas, journey maps, mockups, storyboards – in order to identify, validate, value and prioritize requirements. But construction carpenters, vehicle mechanics, cable technicians and building superintendents all use screw drivers and hammers, and no one confuses their roles.
User Experience Designencompasses all aspects of the end-user's interaction with the company, its services, and its products. User Experience design focuses on developing User Interface and User Experience software kits and frameworks, A/B usability testing, and user interface mockups in order to accomplish its job (see Figure 1).
Figure 1: Source: “User Experience (UX) Design”
Design Thinkingis a repeatable process for innovation and problem-solving that drives organizational alignment and adoption around integrating the needs of users, technology and business requirements to deliver world-class products, solutions, and offerings (see Figure 2).
Figure 2: Source: “What is Design Thinking?”
See the blog “Design Thinking: Future-proof Yourself from AI” for more details in how we blend Design Thinking into our Data Science engagement methodology.
Summary
User Experience Design and Design Thinking are both very important functions, but don’t make believe that if you are doing one, that you are also doing the other. They have different objectives, goals and aspirations. Simply put, one is focused on creating a superior user experience, while the other is focused on changing the culture of the organization.
[End of lecture]
Manufacturing & Automotive Principal | Design Thinking Black Belt | Ex-Microsoft
5 年Sorry to disagree for me UX-Design, Service Design, Design Thinking are all the same because I can't imagine creating a proper UX or Service Design without Design Thinking, starting out with research, defining the problem, ideation on various solution concepts prototyping and testing.? So if I may ask: where is the difference between proper UX and Service Design and Design Thinking?? Can't see the difference all of those disciplines have one thing in common they are trying to create products and services for humans that add value for end-users and business value for companies.? Or to use your analogy at the end of the day if the task to be performed is using a screw driver to fix something I don't care what professional role the person has that holds the screw driver as long as the problem is fixed.? But perhaps the point you were making was that ? -- Every UX and Service Design ultimately requires Design Thinking ? -- But there are many Design Thinking areas that don't need UX Design? If that's your point I agree.?
Thrive in Uncertainty: Make Space for What's Present, Shape What's Possible. ??
5 年It always surprises me when trained and skilled design practitioners of the many different design sub-disciplines don’t spot that their core skills and tools can be used for impactful organization and cultural transformation. I’ve met amazing design practitioners who have realized this and their work and influence extends into vastly different interests and impacts. I’ve also met those who believe the term ‘design’ and any work that contains it belongs to an exclusive club, heavy on the ‘expert approach’ and command and control. How does this happen? Perhaps the most important aspect of design thinking as made popular at scale by the likes of IDEO and Stanford’s D.School is the concept of ‘human-centered’ design and the ‘design mindset’. Without the humility, empathy and self-awareness embodied in these approaches, I’m not sure designers of any hue are genuine practitioners of their discipline.