Elevating Design Innovation: Beyond Problem-Solving to Shaping Future Experiences

Breaking Boundaries: Expanding the Scope of Design in the Modern World

In today’s rapidly shifting global landscape, the traditional approach to design and innovation, often synonymous with problem-solving, is facing a critical reassessment. While solving immediate challenges holds undeniable value, this perspective might constrain the broader potential of creative disciplines like human-centered design, UX, and CX. These fields hold the key not only to solving problems but also to anticipating and shaping the future.

Therefore, it’s essential to reawaken our pursuit of deep inspiration and visionary thinking, which will propel us to create not just solutions but future legacies.

As industries evolve and markets become increasingly competitive, the necessity for innovation that goes beyond the conventional becomes apparent. This calls for a shift in mindset—from a reactive to a proactive approach in our creative endeavors. By expanding our creative horizons, we can profoundly uncover opportunities to impact current and future generations.

Reflecting on Past Innovations

A decade ago, One of the few compelling reasons that made me pivot from my advertising career was the story of GE Healthcare Adventure Series MRI, which transformed pediatric medical experiences by reimagining the intimidating MRI scan as a child-friendly adventure.

I was in awe of how design thinking can transform something so horrible and depressing into a beautiful, unforgettable experience. This innovative approach went beyond mere problem-solving; it utilized empathetic design to significantly enhance patient care. It involved first understanding how children think and behave, and then drawing inspiration from that understanding to address their emotional and psychological needs.

The Current Landscape: A Narrow Scope

Despite the transformative potential of the creative disciplines of UXers, CXers, Design Thinkers, and Human-Centered Design practitioners, current business practices often limit themselves to solving immediate, visible problems. This is evident across various sectors where the primary focus is on incremental improvements rather than bold, groundbreaking innovations.

Innovative Case Study: Rethinking Coffee Consumption

A while back, I was involved in a project to rethink coffee consumption among millennials. The project drew inspiration from unexpected sources—the habitual nature of smoking and gym routines, noting that lifelong habits often form early in life.

With that insight, the team flipped that into a creative and provocative question:

How Might We expose children around the age of 12 to the flavours of coffee, so that they grow up associating this beverage with our brand?

This led to heated discussions with experts and parents, ultimately leading to the development of a line of caffeine-free coffee beverages for children. This bold move tackled the challenge and opened up a new market segment previously unconsidered by the brand.

A Call for More Design Innovations

Recent workshops and projects have consistently revealed a common issue: many solutions are functional yet lack imagination. In another project I recently facilitated, the teams were tasked to enhance consumer purchase experiences in retail spaces.

Their qualitative research uncovered unique insights about why a tiny segment of consumers chose to travel considerable distances, despite the inconvenience, to shop at these locations. This revelation opened opportunities to attract and engage shoppers by capitalizing on their motivations.

However, the team opted for more straightforward fixes despite the potential to innovate based on these insights. They focused primarily on streamlining the point-of-sale system to expedite checkouts.

This scenario underscores the broader trend of emphasizing immediate, tangible improvements rather than exploring more profound, creative innovations and imaginative solutions that could redefine the consumer experience.

Looking Ahead

As we explore and rediscover the essence of inspiration in our creative practices, we set the stage for transformative impacts that redefine what’s possible. Upcoming discussions will delve deeper into the necessity of embracing bold, creative exploration and why uniqueness is vital for thriving in today’s market.

Stay tuned for our next post, where we will explore the importance of bold exploration and the imperative of being unique in ensuring sustained success and relevance in any field.

Share your thoughts and engage with us in the comments below or reach out if you are inspired to elevate your design practices.

---

[About the Author]

Jentz has a deep background in innovation and design across Europe and Malaysia. Committed to enhancing design practices, Jentz aims to help position Malaysia as a hub for creative and impactful solutions. Join him in exploring the potential of design thinking to tackle immediate challenges and inspire transformative change and innovation.