How Design Thinking Helps

Design thinking help to create better products. This article is focus on how to create a Digital Identity based on the effects of priming and demonstrate that people are susceptible to such suggestions. Suggestions alters perception, shape cognition (thinking process) and form beliefs in people actions or behaviours.

© 2003/19 by Simone Favarin This work is licensed under the Creative Commons Attribution International License (CC BY).

 1. Introduction

Note: Digital Identity Design = Digital Ego Identity of a people or a Company

Design is a way of thinking, of determining people’s true, underlying needs, and then delivering products and services that help them. This is the starting about Design.

The meaning of the concept. Design thinking is a user-centered approach to problem solving. There are, obviously, several major law or heuristics about that… or simple actions to take care about for create great experiences. The term “digital identity” has also come to denote aspects of civil and personal identity that have resulted from the widespread use of identity information to represent people in computer systems. There’s also more terms to identify it. Digital Identity is also our Digital Ego. The ego, in psychology, represents a psychic structure — organized and relatively stable — in charge of contact and relationships with reality, both internal and external.

2. The Experience

The major actions of the process for create a good design experience is to follow this path: empathy is key. It’s not about you. You need the ability to understand and share the feelings of others.

You need the ability to look at all the different aspects of a problem. Failure is a necessary part of the process in order to succeed. The more you are able to loop through “understand > create > learn” the higher chance you have for good results.

“The Process of Design Squiggle” by Damien Newman, Central Office of Design

“The Process of Design Squiggle” by Damien Newman, Central Office of Design

For create a Digital Identity there is not one single process or toolkit that serves every single case. There are a wide variety of processes and tools that people customize to serve their needs.

2.1. Cognitive Process and ideas flow

Psychology is the science of behavior and mind, embracing all aspects of conscious and unconscious experience as well as thought. During the 1960s, a new perspective known as cognitive psychology began to take hold. This area of psychology focuses on mental processes such as memory, thinking, problem solving, language and decision-making. The sociocultural perspective maintains that behavior and mental processes are shaped not only by prior learning experiences or intra-psychic forces, but also by the social or cultural context.

Picture: Dialectic Progression of Ideas: Hegel

Picture: Dialectic Progression of Ideas: Hegel

Cognitive processes interact with each other and with non-cognitive processes and there are several methods to study, improve and to create a great experience:

  • Experiments

  • Psychobiological studies

  • Self-report

  • Case studies

  • Naturalistic Observation

  • Computer Simulations

Cognitive processes interact with each other and with non-cognitive processes

  • Emotions may affect decisions

  • Perception contributes to memory decisions

According to Lewin (1948), a group can be defined as a totality based on interdependence. The common destiny, the goal, is both an expression and a product of this interdependence. Each group is characterized by peculiar, pliable dynamics. Cognitive processes interact with each other and with non-cognitive processes:

  • Emotions may affect decisions

  • Perception contributes to memory decisions

3. Key Process of Brain Technology

A major Key factor for created something successful is to point our mind to our Brain. Psychology is a major force, mainly because we speak about human actions and process.

When our attention is totally focused on a thought or a fact our brain focuses its energies on that particular point, blinding some of the other senses or information. For this reason, sometimes we have to take a break if we are asking ourselves to do something very expensive for our energy.

The objective reality is interpreted by us and according to our view, and these interpretations draw positive or negative emotions.

Our choices are natural adaptations constantly changing and instincts to act towards particular goals (social or non-social) are originally born in the course of evolution, as a distinguishing feature about life. Our motivation pushes us with more or less success towards a goal.

To define a new Digital ID, we need to keep a few key points in mind.

  • Reality doesn’t exist, what exists is the perception of reality, the perception of the need of the situation. The active human being this perception level for the most part unconscious, and it is subjective, therefore it represents only one of many ways of interpreting the given happened.

  • For every action (conscious or unconscious) corresponds to a reaction. It too can be conscious or unconscious.

If reality does not exist but we are facing, instead, a gigantic personal interpretation that gives each of us the reality; and if we refer to reactions not necessarily guided by rationality, here it is clear that we are talking about feeding the user’s path with emotions and we are therefore considering the behaviors.

Three key concepts for create a Digital ID

  • understand the link between social processes and cognitive processes

  • take note of bias of behavior and stereotypes, to which no human being is immune

  • reflect the rules of construction

3.1. Bias on Priming

Confirmation bias: defined by Skinner (psychologist — 1953) as “cognitive dissonance”, this bias involves the behavior that leads us to refer to those who are not only in agreement with us but feed and reinforce our convictions.

Group bias: When we are part of a group, the behavior trend is to believe that it is rich in success because of its own internal qualities, other than the low-value features of other surrounding groups.

Gabler’s Fallacy Bias: Describes the tendency to interpret the present based on what happened in the past. It therefore triggers a vicious circle that, if in the negative form, can help lower the self-esteem and quality of the group.

Error Bias by Similarity or Contrast: In a group, a leader who has a strong self esteem will tend to involve individuals who are imitating him for behaviors and features; on the contrary, a leader with low self-esteem will reward those who will overcome their shortcomings.

Bias of the status quo: When the change scares, this bias entails fossilizing on decisions and positions taken in the past, with the consequence of instilling the conviction that a different approach can only worsen the current situation.

Negative bias: this is a dangerous distortion because it puts the negative and negative events in the foreground underestimating the positive ones that could act as leverage to solve the group’s issues.

Benefits of Recognizing Biases

  • Better design.

  • More efficient workplaces.

  • Low level of anxiety and more happiness

3.2. Design on Motivational System

The objective of Digital ID Design is to define a strategy that combining different intelligences and individuals in a group monitored, balanced and cohesive, where the primary system is held on the limits of equilibrium and a more cooperative motivational system is emphasized, can bring benefits such as less stress within the group, more perceived well-being and less effort to obtain solutions. All these results are obtained because the cognitive flow is no longer led only by a few structured and hierarchical individuals, but enhanced by all the transcripts, placed in this context on an equal level in the hierarchy.

Thanks to the co-analysis, we disengage from our own perception and interpretation of reality and rely on a specially designed software for the actual big picture of the situation. In terms of perception, the intelligence of a group of people can be mapped even if they have different cultural or social background, as there are no differences neither hierarchical nor of cultural analysis within the test. Applying an additive and non-disjunctive logic, it utilizes a communication network, a structure, circular and non-vertical, which is just the most effective to complete complex tasks.

AIMIT Manual Motivational Systems in clinical dialogue, (Liotti G., Monticelli F.) — Milano : Raffaello Cortina, 2008 IT\ICCU\MIL\0758528

AIMIT Manual Motivational Systems in clinical dialogue,
(Liotti G., Monticelli F.) — Milano : Raffaello Cortina, 2008 IT\ICCU\MIL\0758528

[1] AIMIT Manual Motivational Systems in clinical dialogue, (Liotti G., Monticelli F.)

Milano: Raffaello Cortina, 2008 IT\ICCU\MIL\0758528

[2] The role of brain emotional systems in addictions: a neuro-evolutionary perspective and new ‘self-report’ animal model

Jaak Panksepp, Brian Knutson & Jeff Burgdorf — Submitted 1 November 2000; initial review completed 22 February 2001; final version accepted 6 August 2001

[3] The Archaeology of Mind: Neuroevolutionary Origins of Human Emotions

(Norton Series on Interpersonal Neurobiology) Hardcover — September 17, 2012 — by Jaak Panksepp (Author), Lucy Biven (Author)

[4] Thinking Fast & Slow

(Farrar, Straus and Giroux; 1 edizione (25 ottobre 2011) by Daniel Kahneman

Simone Favarin