Image courtesy Molly Wilson

Design ≠ design thinking

When we confuse “design” and “design thinking,” everyone loses.

Designers get their backs up at the intimation that anybody can waltz in and call themselves a designer. Something that sounds unflatteringly like “get off my lawn” starts to creep in.

Design thinkers don’t look too good either. Compared to designers, they look like sloppy, fluffy trend riders. Or, worse, they look like process geeks who strip the creativity out of the design process.

The division is actually pretty simple.

Design thinking is process. Design is process coupled with craft.

You need to put design thinking to work with something else in order for it to be any use at all. The sky’s the limit to what you can combine design thinking with: education, psychology, and finance are all fair game, for example. And, as we have been learning in our design thinking work with museums, it can also be successfully applied to a myriad of museum activities, from exhibition design and wayfinding to digital initiatives and in-gallery interactives.

I’ve said in several presentations that design thinking is like sriracha: you don’t eat it by itself, but it makes other things fabulous. It doesn’t work on everything – there are places where design thinking, like sriracha, doesn’t fit. But I’d argue that both sriracha and design thinking improve more things than they hurt.

(There are people who survive for a few days on sriracha alone, but they are doing some sort of weird cleanse. Don’t do this, with either sriracha or design thinking.)

Molly Clare Wilson is an experience designer and teacher in San Francisco. This post was originally published on Molly’s blog, where you can read her latest thoughts and writings. You can also follow her at @mollyclare.

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