Challenge & Selection

I consider visualization to be one of the most important design thinking tools. I see the im- portance of this tool in its versatility. We can use the visualization at any stage of thinking. In  this essay, I want to look at how this tool helps to solve communication problems between the  designer and the client. In this case, we apply design thinking directly to the design problem,  however, these tools and skills can be useful in any other area.

Application

The problems that the visualization as a tool solves are directly related to the problems of  empathy. In a situation where the designer must show some empathy towards the client, vis- ualization becomes our best friend. You can try to explain an idea to another person for an  infinitely long time, but he generally imagines the final result in a completely different way.  Therefore, it is often necessary to visualize the idea that is being discussed in order for the  communication to take place. When we want to get a clear explanation from the client of  how he wants to see the final product, we do not have to immediately put a sheet of paper  and a pencil in front of him, it is the designer's task to correctly visualize the idea after all.  This is similar to drawing a portrait of a person according to his description. Even when the  person from whom we want to see the visualization of some idea does not have sufficient  skills or desire, we can sketch his concepts or the final result. This approach to the analysis  of the brief helps to shorten the subsequent edits and to immediately catch that elusive con- nection between the often abstract desires of the client and the way the end product might  actually look like.

Let's say we’re creating a design for a new pavilion in a shopping mall. The client is mostly  interested in being noticeable, because in his view, for a new business, it is more important  to draw attention rather than being recognizable. In this case, having received a brief from  the client with an abstract wish to make the design noticeable, the designer can immediately  sketch out the dimensions and ratios of the elements on the facade of the pavilion. Often- times, the client cannot fully understand that in the end he himself is going to be the one un- satisfied with the end result. Therefore, by visualizing his initial requirements, we can prove  to him that his concept is not elegant enough and sometimes even completely tasteless.

I've had such an experience. In addition to the name and the description of his service cen- ter, my client wanted the banners to include images of all the products that he sells and a de- tailed description of all the services that he provides. Realizing in advance that such a deci- sion would look ridiculous, I gave him a rough draft of how such a design would look, and, of  course, he agreed to a compromise, and we got rid of a good half of the infographic ele- ments, leaving only the most important information.

Insight & Approach

Having started to actively apply design thinking approach in my work, I’ve realized that the  proposed tools can greatly reduce the amount of problems, and, respectively, the time spent  solving them. At first all these steps seem complicated and unnecessary, and we mistakenly  believe that they will only waste our time and complicate the process even more, but after  putting design thinking into practice, I realized that it is better to spend some time on a  thoughtful approach to finding and solving a problem rather than on doing gigantic correc- tion work later.


Challenge & Selection I consider visualization to be one of the most important design thinking tools . I see the im- portance of this tool in its versatility . We can use the visualization at any stage of thinking . In this essay , I want to look at how this tool helps to solve communication problems between the designer and the client . In this case , we apply design thinking directly to the design problem , however , these tools and skills can be useful in any other area . Application The problems that the visualization as a tool solves are directly related to the problems of empathy . In a situation where the designer must show some empathy towards the client , vis- ualization becomes our best friend . You can try to explain an idea to another person for an infinitely long time , but he generally imagines the final result in a completely different way . Therefore , it is often necessary to visualize the idea that is being discussed in order for the communication to take place . When we want to get a clear explanation from the client of how he wants to see the final product , we do not have to immediately put a sheet of paper and a pencil in front of him , it is the designer 's task to correctly visualize the idea after all . This is similar to drawing a portrait of a person according to his description . Even when the person from whom we want to see the visualization of some idea does not have sufficient skills or desire , we can sketch his concepts or the final result . This approach to the analysis of the brief helps to shorten the subsequent edits and to immediately catch that elusive con- nection between the often abstract desires of the client and the way the end product might actually look like . Let 's say we ’re creating a design for a new pavilion in a shopping mall . The client is mostly interested in being noticeable , because in his view , for a new business , it is more important to draw attention rather than being recognizable . In this case , having received a brief from the client with an abstract wish to make the design noticeable , the designer can immediately sketch out the dimensions and ratios of the elements on the facade of the pavilion . Often- times , the client can not fully understand that in the end he himself is going to be the one un- satisfied with the end result . Therefore , by visualizing his initial requirements , we can prove to him that his concept is not elegant enough and sometimes even completely tasteless . I 've had such an experience . In addition to the name and the description of his service cen- ter , my client wanted the banners to include images of all the products that he sells and a de- tailed description of all the services that he provides . Realizing in advance that such a deci- sion would look ridiculous , I gave him a rough draft of how such a design would look , and , of course , he agreed to a compromise , and we got rid of a good half of the infographic ele- ments , leaving only the most important information . Insight & Approach Having started to actively apply design thinking approach in my work , I ’ve realized that the proposed tools can greatly reduce the amount of problems , and , respectively , the time spent solving them . At first all these steps seem complicated and unnecessary , and we mistakenly believe that they will only waste our time and complicate the process even more , but after putting design thinking into practice , I realized that it is better to spend some time on a thoughtful approach to finding and solving a problem rather than on doing gigantic correc- tion work later .