Article publié le 9 mars 2017 par:

« Grande tendance du monde de l’entreprise, le design thinking peut pourtant s’avérer décevant si les conditions clés de la méthodologie ne sont pas respectées. Pour que le succès soit au rendez-vous, voici les pièges à esquiver.

Le design thinking, ou « human centered design », est un mode de résolution de problèmes associé à une approche d’innovation, tous deux centrés sur les individus et les usages. Par l’observation et la cocréation, il vise à identifier les difficultés d’interaction entre un utilisateur et un écosystème, un produit ou un service, afin d’y apporter des réponses appropriées. Cette démarche est structurée en phases successives et itératives :

  • Les phases d’observation et d’empathie sont destinées à la recherche de points bloquants dans le parcours actuel de l’utilisateur.
  • Les phases d’idéation et de priorisation nécessitent des techniques de facilitation pour générer de nombreuses suggestions d’amélioration puis sélectionner les plus adaptées à la résolution des problèmes.
  • Les phases de prototypage et d’évaluation, au cours desquelles les initiatives sont maquettées ou prototypées pour être testées auprès des utilisateurs afin de pouvoir apporter des ajustements ou d’envisager une autre initiative plus pertinente si besoin. »

Mais pour que cette démarche soit couronnée de succès, il est nécessaire d’éviter huit écueils.

  1. Restreindre le design thinking aux outils que comporte la méthode
  2. Se priver des phases d’observation
  3. Oublier la notion de cocréation
  4. Choisir un facilitateur « sachant » pour les sessions d’idéation
  5. Intégrer la dimension de faisabilité des solutions au mauvais moment
  6. Impliquer uniquement des spécialistes du sujet traité
  7. Associer à la démarche un « sponsorship » insuffisamment fort
  8. Tout faire faire au design thinking

Pour en savoir plus, veuillez cliquer sur le site de Harvard Business Review France.

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