I come from the capital D design camp.

Design thinking is a well-known concept, but its origins and evolution are less commonly understood.

Engineers primarily developed the methods that underpin design thinking as we know it today. David Kelley played a pivotal role in popularizing the term in the 1970s. He aimed to redefine the perception of designers, who were often seen merely as stylists brought in at the end of a process to enhance aesthetics. He made a very successful business from this idea.

However, the roots of design thinking extend further back. Pioneers like John Arnold from Stanford and James Webb Young laid the groundwork for this approach. Throughout the last century, the design field has experienced significant shifts, marked by various influences and changes in direction.

By focusing simply on 'design,' we can appreciate this rich history and the diverse contributions that have shaped it.

I’ll attempt to differentiate and separate teams who practice design. The terms "Capital D Design" and "design" can distinguish between different design scopes or levels of thinking. My feeling is that design thinking doesn’t mean much anymore.

→ Capital D Design:  This term is typically used to refer to Design as a broad discipline or field of study.

It's not just about creating specific items or solutions; it involves a deep knowhow of the fundamental principles, theories, and practices that inform the entire design process. This approach applies across various types of design work.

The essence of capital D Design lies in its focus on user-centric processes, fostering innovation, and taking responsibility for outcomes. Since 1998, we’ve used the term product design in this context, adopting what is known as a triple diamond approach, a concept derived from Progressive Design. We use Helio to accelerate needfinding with users through the entire design process.

This approach in a project involves three key stages: initially framing the challenge through exploratory discovery and foundational work, then evaluating the potential of various prototypes and ideas, and finally aiding teams in delivering products and services to the market effectively.

→ design: Lowercase design often denotes the practical and specific task of creating something. This includes specialized areas like graphic, industrial, and interface design, often linked to a project's aesthetic and functional aspects.

In this context, design is seen as a final stage in the delivery process, closely intertwined with engineering and UX research. This phase's tangible elements are shaped and refined based on technical and user requirements. Much value can be lost only focusing on this aspect of design.

Does it matter how we label design?

Probably for some. I shifted focus to helping teams bring user learning into their work. This activity pushes everyone to think more holistically about users throughout the process. What's your take?

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