Forget B-School, D-School Is Hot

Melissa Korn & Rachel Emma Silverman:

Stanford University's d.school--the Hasso Plattner Institute of Design--has gained recognition in recent years for introducing the trendy, but murky, problem-solving concept known as "design thinking" to executives, educators, scientists, doctors and lawyers. Now other schools are coming up with their own programs.

Students at Stanford University's Hasso Plattner Institute of Design -- the d.school -- have their photos posted on the walls of a main meeting space.

Design thinking uses close, almost anthropological observation of people to gain insight into problems that may not be articulated yet. For example, researchers may study the habits of shoppers waiting to pay for groceries in order to create a more efficient checkout system that maximizes last-minute purchases while keeping customers moving quickly.

Traditionally, companies have relied on focus groups to get feedback on products that were already in development. With design thinking, potential solutions--products, processes or services--are modeled, often using simple materials like markers and pipe-cleaners, then tested and quickly adjusted based on user feedback.

Posted by Jim Zellmer at June 10, 2012 1:02 AM
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