What’s Wrong with Design Thinking? Its Limitations and the Possibilities Ahead

Trying to implement design thinking, but not seeing any results?

It’s been a few years since the design thinking craze began, and it’s probably time to examine its effectiveness.

Design thinking plays an important role in modern business, but at the same time, there is much discussion about its limitations and challenges.

Let’s examine the limitations and possibilities of design thinking!

Misconceptions about Design Thinking and its Limitations

Companies often adopt this method in the hope of stimulating innovation.

Recently, however, many companies are beginning to realize that although they have introduced design thinking, it’s not giving them the results that they were expecting.

This is largely due to the mistaken belief that design thinking is a universal tool and that as long as the process is followed, some innovation or hit service will be created.

So how can we go beyond design thinking to reach true innovation?

Current Status and Challenges of Design Thinking

As the name suggests, design thinking is a methodology for solving problems and creating new value from a user-centered perspective.

In practice, however, it can be difficult for companies to achieve the innovative results they expect simply by introducing design thinking.

Many companies practice design thinking but often fail to achieve results, and the reason for this is that design thinking is not a magical solution, but a process that needs to be combined with other elements to be successful.

The Design Thinking Process

A product that carefully traces the design thinking process is not interesting.

This is a subjective opinion, but a product created by carefully following the process according to the logic of design thinking may seem strangely flat or boring.

They tend to be similar to other services and can lack distinctive qualities that could spice things up a bit. Why? In many cases, product designers are not making what they want to make, or, what they are passionate about. Even if the process is well followed and verified step by step, without passion behind the work, the finished product will be somewhat boring.

If the creator does not have a strong love for the product, how will users come to love the product? Through user testing, it may be possible to create a logically coherent product, but for some reason, it tends to be something that does not resonate with users.

Following the design thinking process and creating what the user wants may result in a successful “go-to” product, but it will certainly lack excitement.

Design Thinking ≠ Innovation

A misconception that many companies have when incorporating design thinking is that design thinking itself directly leads to the creation of innovation.

In reality, however, design thinking is only a framework and does not, alone, bring innovation. What is important is how design thinking is practiced and combined with other elements that allow for innovation.

At btrax, we work with many Japanese companies, and we’ve found that many face challenges with design thinking. Often when design thinking is attempted, cultural and organizational mindsets can serve as a hindrance

An Innovation Mindset

So what is lacking?

To generate innovation, it is essential to change the mindset of the entire organization, not just the mere practice of design thinking.

No matter how much you try to imitate a startup, if the underlying mindset and culture of the organization is that of an old legacy company, it is not true design thinking.

Companies need to foster a culture that prioritizes problem-solving from the user’s perspective and challenges without fear of failure, rather than corporate sales and profits, or their position and advancement within the organization.

Design Thinking in Action

I believe the most significant flaw of “design thinking” is in its name.

In my opinion, the word “thinking” is not good. To begin with, it is almost impossible to achieve results just by thinking.

What is important in practicing design thinking is to put the process into actual action, rather than merely formalizing it.

Instead of just thinking about it, create many prototypes quickly, get feedback, and if something doesn’t work, pivot and make improvements as fast as you can. Without such an attitude, you will never create a product that will be loved by the world.

Design thinking is not just a thought process, but should be accompanied by action.

For companies to create innovation, they need to place more emphasis on action than on discussion and repeat experiments and verifications in a short period. This is an essential approach for companies to keep up with the pace of change and remain competitive.

A Creative Process Emerging from Chaos

The actual design thinking process is more chaotic than one might imagine, and it is through this chaos that true innovation is born.

Projects may not go as planned or face sudden problems and conflicts, but these are all part of the creative process.

Only when there is a corporate culture that tolerates and supports such an environment can innovative products and services be created.

Anticipated process (left) and actual site (right)

Conclusion: The most important elements go beyond design thinking

Design thinking alone is not sufficient to realize innovation.

It is essential to foster a user-centered approach and create a culture of challenge without fear of failure throughout an organization. This requires a culture change that blends top-down leadership with autonomy at the front-line level.

Beyond design thinking, only by combining elements such as mindset, culture, passion, and action will companies be able to create true innovation.

Elements for creating innovation:

• User perspective
• Future orientation
• Flexible organizational mindset
• A culture that tolerates failure
• The passion of the people involved
• Strong leadership
• Action at an early stage

I believe that only by realizing these elements and reflecting them in our daily work will we be able to achieve future success.