Page 102 - AC/E's Digital Culture Annual Report 2015

Cultural business models on the Internet102thinking (valid solutions to choose from) and explores abductive reasoning (undiscovered or not previously considered solutions to be explored).Design Thinking is Creative Problem Solving that falls into the category of Human Focus Centred, which makes people the centrepiece and basis of the innovation process. Technology and market become a mere commodity of secondary importance. The objective is to find and stress deep needs – insights – that are not met, or incipient conflict points. The challenge stems from the subjects who are involved and we must understand their context and reality. Only when we have understood this reality will webe in a position to develop coherent and strong ideas and solutions.With multidisciplinary teams it is a genuine tool for co-creation in which the voice of our stakeholder is essential, and qualitative research takes priority over data. It is a radical shiftof perspective from designing for people to designing with people. Creating value is thus what matters, and therefore having an idea and not knowing how it is going to improve people’s lives is not a good idea.But as well as being good, it must be capable of connecting with a story and managing to entice the user to empathise and imagine themselves in the scenario we propose. For innovation is no longer centred only on creating the optimal technology or the cheapest product or the most disruptive business model. It all begins witha story (indeed, this has always been the case: in the beginning was the word): with an (a) introduction (do you know your customer? Do you know that person?), and continues with the(b) development (could you tell me your daily story?) and (c) an outcome (do you see any point in this story at which we could help you, that is, improve your story?).Design Thinking can therefore be used to solvea broad range of problems and environments as distant from each other as the development of products or services, the design of business models or the definition of social assistance programmes.2.1.1. How is it put into practice?Perhaps the most critical point in Design Thinking is its implementation. If we conduct a Google search we can find various types of modelling and processes, from the main and most widespread one developed by Stanford to those defined by private enterprises. It is really difficult to search for a legitimate work process and define or apply it exhaustively.Despite the foregoing, we can infer a basic common “design process” that underpins the various models or visualisations of Design Thinking. In 2005 the British Design Council,14 the highest design authority in the United Kingdom, came up with a simple diagram based on a study carried out on leading companies: the double diamond.The “double diamond” design process model Source: British Design CouncilHow to apply Design Thinking (DT) and Lean Startup (LS) to finding new business opportunities for the culture industries of the twenty-first century