Synergy model (S.Mishra, 2022)
"Synergy Model" framework of Design Thinking is developed by merging the key elements of existing models with the practical understanding of the Product Management and Problem-solving, and the tools and mechanisms to be used at each phases. It encapsulates end-to-end process of creating the successful solution - right from identifying the user needs/problems to creating and implementing the right solution. It is the most comprehensive and practical framework for anyone to create the most valuable solutions (products, services, processes, or business models).
'Synergy Model' divides the entire process of creating the successful solution in three areas - a) Problem space b) Solution space, c) Market space - (PSM). There are overall five phases - 1. Empathize 2. Define 3. Ideate 4. Develop 5. Implement - (EDIDI). First two are in Problem space, second two in Solution space, and the last one is in Market space. Develop phase consists of the cycle of Design-Build-Test. The model uses the concept of 'Divergent' and "Convergent' thinking in both Problem and Solution space. Also, in line with the principles of Design Thinking, all the phases of 'Synergy Model' are carried out collaboratively by the cross-functional team constituting of members from various streams and user environment. Let's understand each of these elements of the 'Synergy Model' in detail:
A. Problem Space: More often than not, a need is expressed by the users in terms of some expected solution at high-level. However, in order to create the most valuable solution, we must start with the need expressed in terms of pain-points and problems causing that. In the Problem space of 'Design Thinking', we spend time with the pain-points and problems (without getting into the solution possibilities). The key goal of this space is to convert user's need (pain points) into the actionable problem statement(s) for which the solutions need to be devised, over its two phases - Empathize and Define.
1. Empathize (Divergent thinking): One of the key principles of Design Thinking is User-centricity, which can be best achieved by Empathy. Empathy is when we put aside our perception of a situation and look at it from the other person’s perspective (in this case, user's). 'Empathize' phase starts with our interaction with the user who has a need (articulated or unarticulated). We get into the user's environment and try to understand their need (pain-point), in the way they experience it and think, feel, and do about it. We conduct research and interviews, identify problems, dig deeper into it, use creative (abductive) reasoning to have possible explanations/hypothesis for it, break problems into sub-problems, and gather data & information from the user's journey and their interactions. This divergent thinking phase lets us go wide with our ideas and information to map all the aspects of the user needs (pain-points) and problems.
2. Define (Convergent thinking): 'Define' phase is all about analyzing the data and information gathered in the previous phase, reject some possible reasons/explanations based on the analysis, consolidate the findings, and arrive at one or few core actionable problem(s), with the defined desired state after implementing the possible solution. It also has a feedback loop to the "Empathize' phase, in order to refine the data or gather new set of data and information (if required). This phase uses deductive and inductive reasoning, data analytics methodologies, and technical knowledge to converge from the wide set of pain-points and problems of the previous phase, to actionable problem statement(s) with defined goal(s), which need to be solved in the subsequent phases in Solution space. The narrow opening at the end of this phase denotes that we, may sometimes, enter into the Solution space with more than one problem statement(s).
B. Solution Space: Starting with the deep understanding of the user's needs and clear definition of the problem statement(s) and respective goal(s), in the Solution space, we conceptualize, experiment, and validate various solutions, iteratively, till we find the right one (the most valuable solution). Solution space is bigger than the Problem space, as it deals with more activities across its two phases - Ideate, and Develop.
3. Ideate (Divergent thinking): This phase is all about collaboration and creative thinking. Most often, the problems we try to solve through Design Thinking are the unique ones, where traditional thought-process is not sufficient. That's why this phase relies on the collective minds of multiple people who get involved in this process to do some out-of-the box thinking, challenging assumptions, and exploring new territories. The problem statements defined in the previous phase are brainstormed among the team members, preferably in the user environment, to generate ideas on all the possible solutions. In this phase, the focus is more on the number of ideas (divergent) rather than its quality. The team members are encouraged to push their ideas and imagination far and wide. In the next phase, some of these ideas goes on to become potential solutions.
4. Develop (Convergent thinking): This is a cyclical phase. The ideas generated in the previous phases are evaluated and refined over the cycle of Design-Build-Test, till we arrive at the right solution (the most valuable solution) to the user's need. At each stage of the cycle, the feedback are sent back to the team in Ideate phase. The team accept, rejects, or modify the solution based on the three core criteria of the the most valuable solution - Desirability, Feasibility, & Viability . The cycle starts with the Rapid Prototyping of the ideas, where the ideas are quickly put into some physical form (sketch, wireframe, mock-ups) and feedback are incorporated. The aligned solutions are moved to the Lo-fidelity (Alpha) and High-fidelity (Beta) prototyping, and further refined into the final solution (products, processes, business models, or services) through testing and re-building. The feedback from this phase is also sent back to Problem space (in case more data and information are required to take decisions).
C. Market Space: We have heard about lots of failed products in the market, which are said to be a good product, failed due to poor marketing. While the earlier phases of 'Synergy Model' ensure that the developed product is completely aligned with the user's need and meets all the criteria of 'the most valuable solution'; there still exists a good chance of product/solution failure, if its value is not successfully established in the mind of the users. Market space covers Implementation part of the solution, where it focuses on introducing the solution to the marketplace in a right way and establishing its value to the users, to ensure that the product is successful.
5. Implement: In the 'Implement' phase of the Design Thinking, the team starts with creating launch roadmap of the solution, in terms of place, timelines and communication plan. The right marketing communication and promotional activities during pre-launch, launch and post-launch stages of the solution, ensures that the users understand the value of the product. The team also connects with the wider set of users to establish the value proposition of the solution, to influence their buying decisions, and creates a business ecosystem to sustain the product in the market for the long-term. This phase never really ends, as the successful product in the market always keeps evolving over the time, based on user's or company's need.