The article discusses a notable shift in the design industry from 'design thinking' towards 'product thinking' over recent years. It reflects on the role of influential organizations like IDEO and Apple in establishing design as a critical differentiator in business, particularly around 2016 when 'design thinking' peaked. However, with the rise of methods like the Google Design Sprint, the focus shifted towards quick returns in product management. This simplification of design processes may have led to a diluted understanding of design's true potential, especially in the wake of Covid-related changes.
If IDEO and 'design thinking' was on the extreme of 'big design,' the 5-day sprint, due to its speed, narrowed the spectrum.
We seemed to sleepwalk into a situation where 'design thinking' became a set of sentences that felt like a bit of a cult back then.
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