Norman Strikes Again

You know it's going to be interesting when one of the most well known names in HCI design write a blog post called "Design Thinking: A Useful Myth".

Don Norman's post this past June is well worth the read, not only because it is well written but because it has some interesting points that might make for good discussions amoung "designers". Norman talks about the fact that the idea that designers somehow have mystical powers of intellect and perspective can be a useful myth, but that this idea of "design thinking" is simply a myth. He makes the point that it really isn't a unique characteristic to this profession. Breakthroughs simply occur "when people find fresh insights, new points of view and propagate them". Creative people are all around. But the design community, across all sectors, has a vested interest in perpetuating the myth that designers somehow have the monopoly on design thinking, which is according to Norman really simply "a public relations term for good, old fashion creative thinking.

1) The myth helps fight against the confusion that "design" equals "making things pretty". Design is so much more than that, and every little piece that might change the popular mind helps.

2) It helps get designers into the door at organizations. "Hire us, they say, and we will bring the magic of design companies to you, working wonders upon your dead, stilted, unproductive company." Ultimately, Norman points out, the "design thinking" pitch is akin to claiming a secret weapon that has to power to solve big problems, and that is a valuable tool.

Norman wraps up the post with an interesting challenge to designers:

"So, long live the phrase 'design thinking.' It will help in the transformation of design from the world of form and style to that of function and structure. It will help spread the word that designers can add value to almost any problem, from healthcare to pollution, business strategy and company organization. When this transformation takes place, the term can be put away to die a natural death. Meanwhile exploit the myth. Act as if you believe it. Just don't actually do so."