Why Design Thinking is important for innovation? Simone Favarin Independent researcher, Digital Designer, Turin, Italy Email: dphate@gmail.com Copyright © 2003-2019 by Simone Favarin This work is licensed under the Creative Commons Attribution International License (CC BY). http://creativecommons.org/licenses/by/4.0/ Abstract Design is a way of thinking, of determining people’s true, underlying needs, and then delivering products and services that help them. This is the starting about Design. The meaning of the concept. Keywords Mass Media, Digital Design, Digital ID, Behaviour, Cognitive Psychology, Human Computer Interaction 1. Introduction Design Thinking is a user-centered approach to problem solving. There isn’t one single process or toolkit that serves every single case. There is a wide variety of processes and tools that people customize to serve their needs. Human-centered designers always start from the place of not knowing the answer to the problem they’re looking to solve. By embracing that ambiguity, and by trusting that the human-centered design process will guide us toward an innovative answer, we actually give ourselves permission to be awesome creative. 2. Key Elements Empathy is Key It’s not about you. You need the ability to understand and share the feelings of others (clients, products, users...). Integrative Thinking You need the ability to look at all the different aspects of a problem. Failure Is a (necessary) part of the process in order to succeed. 3. Psychology Asset A major Key factor for created something succesful is to point our mind to our Brain. Psichology is major force, mainly because we speak about human actions and process. As the top we need to start from the point 0. The meaning of the word psichology. Psychology is the science of behavior and mind, embracing all aspects of conscious and unconscious experience as well as thought. During the 1960s, a new perspective known As cognitive psychology began to take hold. This area of psychology focuses on mental processes such as memory, thinking, problem solving, language and decision-making. Data can only be fully explained with theories, and theories are insufficient without data – thus creating the cycle of science. There are several method to study, improve and to create a great experience: • Experiments • Psychobiological studies • Self report • Case studies • Naturalistic Observation • Computer Simulations Cognitive processes interact with each other and with non-cognitive processes • Emotions may affect decisions • Perception contributes to memory decisions • • • Carl Jung in his study According to Lewin (1948), a group can be defined as a totality based on interdependence. The common destiny, the goal, is both an expression and a product of this interdependence. Each group is characterized by peculiar, pliable dynamics. 4. How to make the most of these group dynamics? With these 3 key concepts • understand the link between social processes and cognitive processes • take note of bias of behavior and stereotypes, to which no human being is immune • reflect the rules of construction. Reference [1] AIMIT Manual Motivational Systems in clinical dialogue, (Liotti G., Monticelli F.) Milano: Raffaello Cortina, 2008 IT\ICCU\ MIL\0758528 [2] The role of brain emotional systems in addictions: a neuro-evolutionary perspective and new ‘self-report’ animal model Jaak Panksepp, Brian Knutson & Jeff Burgdorf - Submitted 1 November 2000; initial review completed 22 February 2001; final version accepted 6 August 2001 [3] The Archaeology of Mind: Neuroevolutionary Origins of Human Emotions (Norton Series on Interpersonal Neurobiology) Hardcover – September 17, 2012 - by Jaak Panksepp (Author), Lucy Biven (Author) [4] Thinking Fast & Slow (Farrar, Straus and Giroux; 1 edizione (25 ottobre 2011) by Daniel Kahneman