PESTEL Cards

Design thinking

 

The design thinking process is one that has proven to be a vital process throughout more than just the design industry. It is mentioned often as an important element however has become shaped more and more as a buzz term. This makes it difficult to understand the exact procedure and to be able to comprehend the potential impact it may have on an end result. This project aims to clarify the process by combining elements used across faculties in order to create a clear and concise user experience so that everyone can understand the design thinking process easily and use it to gain further depth when initiating projects. Using this process will act as somewhat of a workshop to structure projects and build insights that will help the user think about its current and future potential.

Why use PESTEL

From the few marketing classes that I undertook, I learnt that using a “PESTEL” framework was extremely helpful in framing the outlook today and being able to reframe this to understand what could be a future perspective. By combining design thinking methods with elements from “PESTEL,” planning projects have the potential to work smoothly with the ability to be guided by specific method cards. The main idea of combining these two processes is so that the user has the potential to highlight and capture all elements that may be involved in developing a successful outcome that can be applied in the future. This will be given in the form of method cards providing in depth instructions on how to map out each theme and topic for people interested in design thinking outside of design thinking backgrounds.

The PESTEL Stack

It is important to know that the amount of effort put into a project is worthwhile and that the given project has a substantial lifeline. Using this will be able to develop a deeper understanding of the viability in today’s time and be used as a way foreseeing the potential outcome of the future of the project. By separating the workshop into sections, the user will be able to construct these deeper insights. The cards discuss each of the topics and highlight what questions to consider within each of them. The user can use these questions as prompt to further their research or brainstorming and help their ideation process by brainstorming new ideas or drawing out scenarios of each of these topics.

Political

It is vital to be able to understand the political stance on the project you are working on. Consider the ideology of the government at the time and their attitude towards what you are trying to build/create.

  • What / are there any government policies that exist in relation to the topic?

  • What relationships with other international governments could this effect and how could it impact your project?

  • Would your project effect any international relationships?

  • Map out the current laws that exist around the main topic of your project and see where it aligns with

  • What could government policies look like for this in 50 years time?

  • If your project was working and implemented currently, how would it look in 50 years time in regards to laws and policies?

  • What relationships would be needed internationally and how could you use the project to make it work?

 

Economical

Looking at the way businesses are structured could be an insightful way to frame how your project may fit. The economical frame is here to encourage monetary value to your project. 

  • Are you aiming to disrupt a market, confront, change or add to an existing market?

  • Is this something you could see yourself investing in? 

    • Who do you think would want to invest in this project? 

    • Who do you want to invest in this project?

  • Is this project something that people can invest in or is it for a one time use?

  • How much will this take you to produce/create/develop and how much do you expect your intended target to pay (if your project is able to be purchased)

  • How do you see your project fluctuating price over a period of 50 years? 

    • Map out/story board the stages of interest over time

  • Does your project fit into the macro or micro environment? 

    • Macro focuses on management and demand and is closely linked to government expenditure. 

    • Micro focuses on Business to Business relationships and how people spend their incomes. 

 

Social

When developing any project is it important to consider who the intended audience/consumer is. This can range from people who may directly interact with it, people who may be effected by as well as people that won’t have anything to do with it that you want to attempt to reach. The social sphere can largely impact how your project is constructed and how you want it to be perceived. 

  • Who is this project made for and how does it impact them?

  • Does this project aim to change the attitude of an individual or group and what it that desired attitude?

  • Who are the stakeholders involved? 

    • Map out everyone who is directly and indirectly affected by the project.

  • How well do you know your intended customer/audience? 

    • Map out their attitudes:

      • What drives them?

      • What is the population?

      • Age distribution?

      • Health conscious?

      • Career attitudes? 

  • Do you aim to bring people together with this project or is it for individual viewing/use?

 

Technological

The technology of the world is constantly changing. You need to be able to consider how this may affect your project and whether it is able to be adaptable with this ever changing environment.

  • Are you creating something that challenges technology, recreates or is it using it?

  • Are you creating a new form of technology and if so, how do you see it fitting in the existing market?

  • How will ever changing technologies impact your project?

  • What technologies are you planning on using to create the project?

  • Are you aware of all the current existing technologies and what technologies will it be still using in 50 years time?

  • Are you using technologies to produce goods and services, to distribute goods and services, or to communicate to your target consumer/audience?

 

Environmental

With any project it is necessary to view and understand the environment it is intended to be placed or used in. The following will encourage you to think about the attitudes you may want your market to have in regards to your project. Time and place becomes an important key factor when developing any project.

  • What tools and materials are accessible to be used?

  • What are the ethical implications your project may 

  • What are the attitudes towards the environment you have chosen and does it affect your project?

  • Are you aiming to change specific attitudes?

  • What type of footprint are you aiming to leave in this space?

  • Is your project going to be sourced ethically and how do you aim to do so?

 

Legal

The legal factors help you to think about the bigger picture as to how your project may have an effect on both the people generating it and using it.

  • What are the health and safety regulations regarding the production of the project and does it affect the audience/consumer?

  • What opportunities are provided from this project?

  • Does it discriminate against groups or does it aim to confront?

  • Does it contradict any human rights and laws that currently exist in the environment you are working in?

  • How do you think the laws would change over a period of 50 years and does your project exist in that sphere?

  • Is the project aimed for trade and does it fit the required regulations?

    • Do you know the rules and regulations of other countries if you want to go internationally and how does it fit in their market?

Example

 

This is a mock up case study of how the Stack may be used, assuming you are given a brief as broad as “You need to create a new sustainable tuppaware that doesn’t break, is durable and removes plastic waste.”

The following image provides a brief look into what a brainstorming session may look like.