Design Thinking: Norman and I (and the stupid question)

I’m starting a new adventure and it is about service design and design thinking, so I thought I could start looking at what Don Norman said about design thinking, right?

In 2010 Norman labelled design thinking as a powerful but false myth with questions such as “Why should we perpetuate such nonsensical, erroneous thinking?” and statements such as “what is being labeled as “design thinking” is what creative people in all disciplines have always done”. Norman argues that designers are not “mystically endowed with greater creativity (…) but they have one virtue that helps them: they are outsiders. People within a group find it difficult to break out of the traditional paradigms, for usually these seem like givens, not to be questioned. Many of these beliefs have been around for so long that they are like air and gravity: taken for granted and never thought about. Outsiders bring a fresh perspective, particularly if they are willing to question everything, especially that which seems obvious to everyone else.”

But in 2013, Norman writes a new post titled “Rethinking Design Thinking” in which he changes a bit his position. The part I like the most is the conclusion where he posits “That is design thinking. Ask the stupid question.” basically arguing that:

What is a stupid question? It is one which questions the obvious. “Duh,” thinks the audience, “this person is clueless.” Well, guess what, the obvious is often not so obvious. Usually it refers to some common belief or practice that has been around for so long that it has not been questioned. Once questioned, people stammer to explain: sometimes they fail. It is by questioning the obvious that we make great progress. This is where breakthroughs come from. We need to question the obvious, to reformulate our beliefs, and to redefine existing solutions, approaches, and beliefs. That is design thinking. Ask the stupid question.

Well, I think I can wonderfully get along with this suggestion, so if you happen to pass by while I’m asking a stupid question (or you are the one I asked the stupid question to), don’t be judgemental, I’m just doing my (new) job ;)

P.S.: I hope you can forgive me for putting so close Don Norman and myself in the title ;)

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