Don Norman was an academic teaching in a department of cognitive science who did not think or call himself a designer. Today he (proudly) calls himself a designer. While he is an academic still he is also a business person with an impact.
argued in 2010 that design thinking is a myth
Norman wrote in 2010 an article where he mostly argued that design thinking is a myth. In 2013 he presents a different view of design thinking. Let’s see what he says about pros and cons of design thinking?
Pros of design thinking by Dan Norman in 2013
- Design thinking is an essential tool especially but not exclusively for designers.
- Business people and others who are blindly solving problems could benefit from a good dose of design thinking.
- There is something more in design thinking that just simply design methods. Deep understanding, ongoing experiments and a process of critique and questioning all significantly contribute to the systematic, practice-defining method of creative innovation
Cons of design thinking by Dan Norman in 2010
- Design thinking is something creative people in all fields—science and engineering, literature and art, music and history, law and medicine—have used to achieve breakthroughs but without claiming this special mode of thinking.
- Design thinking is a public relations term for good old fashioned creative thinking that it’s not restricted to designers.
- Design thinking and methods of design are used to position design in a unique way that is supposed to be applied to many problems: from organizational structure to supply chain management and from business models to customer satisfaction.
Don Norman. 2013. Rethinking Design Thinking.