As an innovation expert with experience working with global teams and innovation labs, I’ve seen firsthand the challenges that come with navigating the design thinking process. One of the most critical – and often frustrating – phases is the iterative dance between problem framing and ideation. In this article, I’ll explore the complexities of this phase, share personal anecdotes from my experience at UNLEASH, and offer recommendations for overcoming the frustrations that come with it.
The Problem Framing-Ideation Loop: A Necessary Iteration
Design thinking is often depicted as a linear process, but the reality is far more complex. Problem framing and ideation are two phases that frequently overlap, requiring teams to iterate back and forth between defining the problem and generating solutions. This loop can be frustrating, as teams may feel like they’re revisiting the same ground multiple times. However, it’s precisely this iteration that allows for a deeper understanding of the problem and the development of more effective solutions.
My Experience at UNLEASH: A 4-Day Problem Framing Challenge
During my time at UNLEASH, an 8-day innovation lab in Singapore, our team spent 4 days navigating the problem framing phase. We thought we had a solid grasp of the problem, but as we began ideating solutions, we realized that our understanding was incomplete. We had to revisit our problem framing, refining our definition and adjusting our approach. This iterative process was frustrating at times, but it ultimately led to a more nuanced understanding of the problem and a better solution.
The Frustrations of Iteration: Why It Feels Like Groundhog Day
The iterative nature of design thinking can be frustrating for several reasons:
1. Time-consuming: Iterating between problem framing and ideation can feel like a waste of time, especially when teams are under pressure to deliver results quickly.
2. Uncertainty: The back-and-forth between problem framing and ideation can create uncertainty, making it difficult for teams to feel confident in their approach.
3. Lack of clarity: The iterative process can lead to confusion, as teams may struggle to define the problem and generate solutions that address it effectively.
Recommendations for Overcoming Frustrations
While the iterative nature of design thinking can be challenging, there are ways to navigate these frustrations:
1. Embrace the uncertainty: Recognize that iteration is a natural part of the design thinking process. Be open to revisiting and refining your approach.
2. Communicate effectively: Ensure that all team members are on the same page, understanding the problem framing and ideation process.
3. Use tools and frameworks: Utilize tools like the 5 Whys methodology (discussed in my previous article) to help frame problems and generate solutions.
4. Prioritize empathy: Keep the user at the forefront of your design thinking process. Empathy will help guide your iteration and ensure that you’re solving the right problem.
5. Celebrate small wins: Acknowledge and celebrate the small victories along the way, even if it feels like you’re not making progress.
My Experience at UNLEASH taught me that getting this phase right can almost guarantee the success of the product when it goes to market. Our facilitator would often emphasize that the time invested in problem framing and ideation pays off in the long run. Would you rather rush the phase and churn out a product that no one is ready to buy?
Dr. Aderinsola Adio-Adepoju
Sustainability | Innovation & Entrepreneurship | Global Opportunities | Employability Skills