participatory-design

What Is Participatory Design? Participatory Design In A Nutshell

Participatory design (PD) is an approach to product design involving the active participation of researchers, end-users, partners, citizens, designers, employees, and other stakeholders.

Understanding participatory design

While many organizations are embracing design-led innovation, a design team’s interactions with customers are frequently limited to the early research and late evaluation phases of the design process. Between these phases is where ideas are generated, a process that occurs internally with little to no external input.

Participatory design seeks to remedy this issue by inviting all stakeholders into the design process. This helps the design team understand, meet, and even pre-empt stakeholder needs by having them take an active role in design solutions for themselves.

When an organization adopts the mindset of designing with stakeholders and not for stakeholders, it tends to develop more innovative and customer-centric products and services. Participatory design also helps a business:

  • Better understand how people think about a given problem, discipline, or technology.
  • Determine if there is a contradiction between what an end-user says they will do and what they actually do.
  • Determine if there is a cultural or political disconnect between itself and the end-user.

Participatory design strategies

How do businesses uncover unmet needs during product design? In truth, there are many ways:

  • Journey mapping – here, customers map out their current experiences on a journey map. This includes frustrations, challenges, pain points, and areas for opportunity. Some organizations find that extracting information within the context of the entire customer experience yields better results than focusing on standalone issues.
  • Magic button – an activity that encourages customers to imagine their ideal experience. In other words, what if they could get what they wanted, when they wanted it? The magic button also helps customers focus on their “right-now” needs
  • Lensed brainstorming – the goal of lensed brainstorming is to generate lots of ideas in a short time. Note that a lens is one or two words representing a key concept, brand attribute, or mindset that helps participants look at a scenario differently. Three to five lenses per group with 2 minutes spent brainstorming on each will deliver the best results.

Benefits of participatory design

There are many benefits to the participatory design process. Some of the more significant benefits include:

  1. Reduced risk of failure – with more stakeholders participating in the design process, the implication is that more people will check each step and uncover mistakes. 
  2. Engagement – by its very nature, participatory design helps stakeholders feel a sense of pride and ownership over the product design process. Empowered stakeholders are more likely to be invested in the final product and more broadly, organizational success.
  3. Innovation – the participation of more stakeholders also brings with it more expertise and a diverse range of perspectives. End-users in particular help the design team consider fresh and original ideas that help them question their assumptions.

Key takeaways:

  • Participatory design (PD) is an approach to product design involving the active participation of researchers, end-users, partners, citizens, designers, employees, and other stakeholders.
  • Participatory design helps customers uncover unmet needs via journey mapping, the magic button, and lensed brainstorming, among other techniques. This inclusive approach to product development helps the organization understand, meet, and pre-empt stakeholder needs.
  • Participatory design reduces the risk of failure and guarantees there is more expertise to uncover and rectify mistakes. Stakeholders who are engaged in the process are more likely to be invested in the success of the product. They also bring fresh perspectives to sometimes insular product design teams.

Related concepts to parcipipatory design

market-analysis
Psychosizing is a form of market analysis where the size of the market is guessed based on the targeted segments’ psychographics. In that respect, according to psychosizing analysis, we have five types of markets: microniches, niches, markets, vertical markets, and horizontal markets. Each will be shaped by the characteristics of the underlying main customer type.
customer-experience-map
Customer experience maps are visual representations of every encounter a customer has with a brand. On a customer experience map, interactions called touchpoints visually denote each interaction that a business has with its consumers. Typically, these include every interaction from the first contact to marketingbranding, sales, and customer support.
customer-journey
The customer journey – sometimes called the buyer or user journey – tells the customer experience with a businessbrandproduct, or service. A customer journey is an alternative approach to other linear models like the sales funnel which hypothesize that most customers follow the same path.
360-degree-feedback
360-degree feedback is a comprehensive performance feedback strategy for employees. Traditionally, performance feedback was solely given by the employee’s direct superior. In 360 degree feedback, however, anonymous feedback is given by a range of individuals that the employee has a working relationship with. These include managers, colleagues, and in some cases, customers.
switching-costs
Switching costs consist of the costs incurred by customers to change a product or service toward another similar product and service. In some cases, switching costs can be monetary (perhaps, improving a cheaper product), but in many other cases, those are based on the effort and perception that it takes to move from a brand to another.
customer-development
Customer development is a formal process of identifying potential customers and determining how to meet their needs using testable hypotheses. Entrepreneur and business professor Steve Blank highlighted the Customer Development Manifesto principles in The Startup Owner’s Manual as the core principles for modern startups.

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Published by

Gennaro Cuofano

Gennaro is the creator of FourWeekMBA which reached over a million business students, executives, and aspiring entrepreneurs in 2020 alone | He is also Head of Business Development for a high-tech startup, which he helped grow at double-digit rate | Gennaro earned an International MBA with emphasis on Corporate Finance and Business Strategy | Visit The FourWeekMBA BizSchool | Or Get The FourWeekMBA Flagship Book "100+ Business Models"