Why ‘Design Thinking’ Flatlines…
The value of design thinking is well demonstrated in corporate America. However, as the social sector makes the ambitious leap to embed this methodology into their program and product design it often falls flat. While governmental and non-profit organizations may invest heavily in training (or training coupled with external consultancy) there is typically a fairly rapid die-off of the initial excitement as the skills and tools aren't put into practice, much less disseminated and existing organizational practices remain unchanged.
Weinstein & Anand’s recent article (Absorbing Design in Social Systems) succinctly describes common challenges to “malabsorption” of design thinking in the social sector, with several examples of when it has worked: DesignMalabsorption
The authors identify 5 "conditions to allow design to absorb:
Ongoing access to design-relevant learning for when minor questions pop-up or course corrections are needed
Critical mass of practitioners, or like-learners, within the organization to share the language, mindsets and practice
Permission and authority to include human-centered practices across the organization and throughout multiple dimensions of the work
Ability to talk about these practices outside of the single organization
Individual and group willingness to be vulnerable in the learning and trialing processes — genuine permission to make mistakes and learn from them."
I’d add that when an organization intends to spread design thinking processes and tools, it’s important to first clarify (and then communicate):
WHY this is important and is being tackled at this time;
WHAT is the C-suite commitment to using design thinking and what is expected of those learning these skills; and
HOW the organization as a whole will embed these practices and how new internal practitioners will be taught and supported over time.
This type of thoughtful preparation prior to launch can ensure design thinking becomes a powerful internal resource for engaging meaningful change and innovation instead of becoming yet another dispiriting ‘flavor of the month.’
