Beyond Design Thinking
By Massimo Scattarreggia
By Massimo Scattarreggia
What is the true holistic approach? In the January 2011 Harvard Deusto Business Review, Jane Fulton Suri and Michael Hendrix discuss design thinking. In the article titled “Beyond Design Thinking: Developing Design Awareness,” Fulton and Hendrix discuss opportunities for all types of organizations to use “effective design thinking.”
More specifically, this means applying a methodology of practical and creative resolutions to problems where solutions to complex results are sought. It is the essential skill of combining empathy, creativity and rationality to achieve success in a business model.
This new thinking comes to change the way in which problems are addressed in organizations, since good ideas arise from a participatory creative process, in which different people from the company, clients, suppliers that participate in the search are involved. of your solution.
It is based on abductive reasoning that tries to imagine a possible world without the restrictions of logical thinking. It is more than applying design methods. To generate the best results, companies must develop people’s sensibilities and bet on them. Design for authors is a way to achieve a holistic experience of reality.
In this brief intervention I want to propose and publicize “indesign thinking”, which is also aimed at overcoming design thinking, in going “beyond”. Created by me in 2004, indesign thinking is an effective holistic approach to developing retail concepts.
Indesign, the group of agencies that I then founded to apply this methodology of perception and modification of reality, has created in ten years more than 200 successful concepts applied to different physical and also virtual commercial spaces. To this end, I think it is important to clarify the meaning of some conceptual elements such as “design”, “indesign thinking” and “concept”.
Design is always related to space and time. A design is a plan and each plan is a design. Both to build a house, to plant a garden, or to found a company, you start with a plan. We realize the power of design in both the devices we use and the environment we inhabit. Our encounter with design alters our daily routine and connects us with the rest of the world. Design is planning, functionality and aesthetics.
Indesign thinking is a combination of made-up words. Benedetto Croce, a prominent Italian philosopher, commenting on the subject of language, commented subtly that verbal communication must be able to oscillate between the pole of comprehensibility and the pole of creativity. The word “indesign” was created to define a holistic approach that, from within itself and using not only logical knowledge and analysis, but also sensory intuition and stimulation – reaches a comprehensive design that represents more than just a physical space: a innovation of products and services offered, a sensory spatial experience and an emotional connection with the customer.
A “concept” is the result of a holistic and holistic design process. At the end of an investigation, in the creation of a retail concept, the work tasks and the project challenges are in achieving excellence in: product innovation, store experience, client engagement, branding and store design.
To be successful, modern retail has to constantly innovate its products and emotionally connect the customer, aligning with its values, wishes and possibilities. Offering a memorable shopping experience and an emotional connection are the keys to generating traffic and sales. Functionality, originality and attractive design are the tools to build brand value, generate a loyal customer base, and promote visits and sales of a commercial space.
We analyze each of these elements and their contributions to the process of creating a concept.
Excellence in Product Innovation requires largely new and exclusive brands and products, a broad and integrated mix of categories, a presentation that “glorifies” the product, a promotion of “inter-category” products and constant catalog replacement.
Store Experience is based on several solutions: sensory identity, attractive showcases, scenographic constellations, interactive info / promotional spaces, hot areas that manage to promote shopping impulse, rituals and animations; in addition, logical, functional and friendly zoning, added value services, and functional and innovative interior design.
Client Engagement means introducing original and customer-tuned language codes, loyalty programs, interactive websites, newsletters. It means establishing a presence on social networks, blogs and hauls, teaching classes at the brand’s Academy, promotion and communication campaigns that relate the values and lifestyles of the brand and its customers. A retailer connected to its clients is capable of being relevant in their daily lives.
Branding is creating a brand and a brand is more than a logo. It is a much broader concept than a product or service. The place of a brand is in the minds and hearts of individuals. A brand is made up of stories and experiences that over time create feelings.
What a “concept” does for a brand is that it transforms it into a tangible and true one.
It allows the reference public to share those feelings and this is how the brand begins to live. Thanks to the design concept we perceive what the brand means and we reciprocally respond to it.
Conceptual design opens the door to understanding the brand and allows us to access it. Later, when the graphic design related to the concept reaches excellence, a desire and attraction are generated. All comprehensive design processes conducted consistently produce an irresistible call to purchase.
Store Design is the process of delineation and rendering of a space that the “concept” ennobles and transforms into virtual reality design. The result is a live environment, connected to your audience, exciting and exciting.
All these 5 elements must be coherent in their communication and in their scope, they all need to be aligned to the concept. In an “indesign thinking” formula, it means creating an integral concept, that is, a space with a soul. And at indesign we define design systems to achieve this ambitious and pressing goal.
Article originally published in “MUNDOFRANQUICIA”