The Art of the Juggling Act: Balancing Viability, Feasibility, and Desirability
Business, technology, and people – striking the perfect balance in design thinking is like mastering the art of juggling, and the rewards are immense.
In this article, we will explore the delicate balance between business viability, technical feasibility, and human desirability in design thinking. By understanding the interplay between these three factors, we will discover how to create innovative solutions that satisfy all stakeholders and achieve meaningful impact.
The Three Pillars of Design Thinking
Design thinking is a creative problem-solving approach that revolves around three main aspects: viability, feasibility, and desirability. To create a successful product or service, it is crucial to strike a balance between these three factors.
Business Viability
Viability refers to the economic sustainability of a product or service. It is vital to ensure that the solution being designed can generate revenue and maintain profitability in the long run. Balancing business viability involves understanding market trends, customer needs, and competitive landscape.
Technical Feasibility
Feasibility is the practical aspect of design thinking, focusing on whether a proposed solution can be realistically implemented using existing technology, skills, and resources. A feasible solution should be reliable, efficient, and cost-effective.
Human Desirability
Desirability is the human-centered aspect of design thinking, which seeks to create products and services that people truly want and need. By empathizing with users and understanding their pain points, designers can create solutions that resonate with their target audience and deliver a delightful experience.
The Balancing Act: A Real-Life Example
IDEO, the global design firm founded by David Kelley, has long been a champion of design thinking. One of their successful projects that demonstrate the delicate balance between viability, feasibility, and desirability is the redesign of the shopping cart.
The Shopping Cart Redesign Challenge
In the 1990s, ABC News approached IDEO with a challenge to redesign the traditional shopping cart within just five days. The team had to come up with an innovative solution that incorporated the three pillars of design thinking.
Finding the Balance
To achieve this balance, the IDEO team began by observing customers and employees in supermarkets. They identified pain points, such as difficulty maneuvering the carts and the need for a more efficient checkout process.
After brainstorming, the team designed a shopping cart that addressed these issues. The new cart featured a modular design, allowing shoppers to detach smaller baskets for quick shopping trips. It also included a built-in barcode scanner to streamline the checkout process.
By balancing the three pillars, the IDEO team created a shopping cart that was:
Viable: The new design attracted customers and increased sales, making it economically sustainable.
Feasible: The redesigned cart used existing technology and materials, making it practical and cost-effective to implement.
Desirable: The improved shopping experience resonated with users, making the cart a sought-after innovation.
Tips for Mastering the Juggling Act
1. Empathize with Users
Start by understanding the needs and desires of your target audience. Observe their behavior, listen to their feedback, and put yourself in their shoes to identify their pain points.
2. Embrace Constraints
Constraints are not barriers but rather opportunities to think creatively. Embrace limitations such as budget, time, and resources to drive innovation and find unique solutions.
3. Encourage Collaboration
Design thinking is a team sport. Encourage collaboration and open communication within your team, and don’t be afraid to seek external input from customers, suppliers, and other stakeholders.
4. Prototype and Iterate
Create low-fidelity prototypes and test them with users to gather feedback and refine your solution. Iterating through multiple iterations helps balance viability, feasibility, and desirability by identifying and addressing potential issues early on.
5. Maintain a Flexible Mindset
Design thinking is an ongoing process, and the quest for balance is never-ending. Keep an open mind, adapt to new information, and be willing to pivot when necessary.
Conclusion
Balancing viability, feasibility, and desirability in design thinking is a challenging yet rewarding endeavor. By empathizing with users, embracing constraints, and fostering collaboration, you can create innovative solutions that satisfy all stakeholders and achieve lasting success. Remember, the art of the juggling act is a skill that can be honed with practice and persistence.
