project Y project X project Z start development
implementation
new service
(market) introduction
start
research
concepts
result
Iterative process
However, designing is a creative process and much less linear. It is an iterative process, whereby some of the elements are repetitive. However, various phases are recognizable in all these iterations. The start phase is the preliminary process in which the client explains the framework for the assignment as they perceive it. The actual design process starts with research. The designers need to get to the bottom of the problem that the client wants solving. This problem can often be clearly described with ‘A to Z’ logic: what is needed is ‘knowledge’ and the solution is ‘a book’. In a design-oriented process, the designers try to discover if ‘knowledge’ is really the problem and if the ‘book’ is really the solution. The problem might involve more than just factual knowledge, but also the inability to apply this knowledge. The solution might be a book, but it could also be a website, a series of lectures, a workshop or a personal coach. If the problem is particularly difficult to describe, then we call it a wicked problem. This is why designers will explain at the start of the process that they do not know precisely what the result will be. At the end of the research phase, the insights from the
research are ordered and the designers determine how best to define the problem. During the concept phase, potential solutions are conceived, if applicable together with the users. This phase may also involve the creation of prototypes which are presented to users to test whether this concept might be able to solve the problem and whether any aspects are lacking or need changing. The result should be a designed solution that can be further developed so that it can be introduced and used. Divergent and convergent Divergent and convergent thinking is a characteristic of all these four phases. During the research phase, which primarily involves open research, the designers follow a divergent and broad research approach. They investigate all manner of routes and side roads. The same applies to the concept phase where possible solutions are sought. The number of possible solutions is increased without any preconceived ideas about which might be a good choice. The result phase is convergent, whereby all the potential problems are ranked and choices are made. The options are narrowed down and a choice is made. The same thing
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