Design thinking is an ideology centered around the user when we develop products and services. Design is not just about making things look good. Instead, it is a framework for applying the creative design process to traditional business problems. It creates physical, digital, or multifaceted products or services to meet customer needs.
We can integrate a framework for innovative design to create better solutions for all businesses — including orthodontics. For example, better methods for patients using orthodontic appliances can reduce discomfort, improve compliance, and enhance outcomes. We can leverage our ability to recognize patterns and develop ideas that match patient needs with our technical resources within the limitations of our orthodontic practice.
The Process of Design Thinking
The framework for design follows a three-step process. We begin with understanding our patient’s journey, empathy for what they experience, and observation of where problems exist. Next, we explore ideas and prototype them to gauge their impact vs. feasibility. Finally, we create the solutions, gain feedback and implement them, putting the vision into effect. In our case, our patients and potential patients guide our strategy when we focus on our office setup, clinical workflow, treatment techniques, etc.
Leveraging Creativity
Nowadays, there are so many treatment options, appliances, and choices in technology that our team can help the creativity of the practice in developing a great experience and environment for patient care. We can be patient-centered and team-focused to design a better process and experience. Team dynamics and contribution helps us leverage creativity and design.
As orthodontists, we specialize in our profession on a very focused path. Specialization in our core business and treatment process is exceptional at delivering outcomes and clinical expertise. Laser focus on results and efficiency brings opportunity. But we miss much if we don’t think outside the box and redesign our process. Design thinking leverages lateral thinking, where additional skills benefit the practice. Therefore, a well-rounded and diverse team can help with a breadth of experience and interests that drive innovation.
In his book Range, David Epstein makes an excellent case for the benefits of people who embrace diverse backgrounds and perspectives to drive progress. McKinsey and Company use the term for the professional who has strengths in two dimensions as a “T-shaped” person. On the vertical axis, the depth of skill significantly contributes to the outcome. Crossing the “T,” the design thinkers bring a different discipline into the mix, like psychology or marketing skills that leverage the collaboration between disciplines.
Design Thinking allows an orthodontic team to go beyond delivering beautiful smiles and straight teeth. The partnership with other disciplines and skills within your practice helps us to create and innovate the delivery of care.
