Design is a process, not a flash of genius. Five moves, and the reason for each.
What this film is
A short illustrated introduction to human-centred design, inspired by IDEO's design thinking and the IDEO.org Design Kit. It is my reading of their work, not theirs. It is not a recipe: the moves overlap and repeat.
The five moves
Immerse: learn from the people you design for. Watch what they do, not only what they say. The problem you assume is rarely the problem they have.
Diverge: many ideas before good ones. The first idea is rarely the best; quantity gives you choice.
Select: keep what is desirable for people, viable for the organisation and feasible with what you have. An idea that misses one will not last.
Prototype: make it tangible, fast. You learn by making and testing, not by talking.
Iterate: test with real people, keep what works, and go again. Each failure teaches something.
Rules for diverging
Defer judgement. Encourage wild ideas. Build on the ideas of others: say “and”, not “but”. One conversation at a time.
Sources
IDEO, design thinking (designthinking.ideo.com).
IDEO.org, Design Kit (designkit.org).
This film is not affiliated with or endorsed by IDEO or IDEO.org.