In this episode, we’re exploring design thinking—a methodology that helps us tackle complex challenges in a structured yet flexible way. As enablers of change, we often work with farmers, advisers, and industry stakeholders to develop innovative solutions. Design thinking provides a human-centred framework that ensures these solutions are not only technically sound but also practical, user-friendly, and enable greater impact.
Design thinking is an iterative, non-linear process that includes five key stages: empathise, define, ideate, prototype, and test. These stages help us deeply understand the problem, generate creative solutions, and refine them through real-world feedback. Unlike traditional problem-solving approaches, which often assume a clear and static problem definition, design thinking acknowledges that problems are often complex and evolving, requiring ongoing engagement with end-users.
The first stage of design thinking, empathise, involves immersing ourselves in the experiences of those affected by the challenge. This might include interviewing farmers about their struggles with a new technology or spending time in the field to observe how advisers deliver information. The goal is to build a deep, nuanced understanding of users’ needs, pain points, and motivations.
Next, we move to define, where we synthesise our observations into a clear problem statement. This stage ensures we’re solving the right problem rather than making assumptions. For example, if farmers aren’t adopting a new practice, is it due to a lack of awareness, financial constraints, or conflicting advice? By defining the core challenge, we set ourselves up for more targeted ideation.
The ideate stage is where creativity comes in. Here, we generate as many ideas as possible, without judgement, using techniques such as idea generation, role-playing, or mind mapping. At this stage, diversity of thought is key—engaging a mix of stakeholders can bring fresh perspectives and prevent groupthink. One effective method is the ‘Crazy 8s’ exercise, where participants rapidly sketch eight different ideas in eight minutes to encourage innovative thinking.
Once we have a range of ideas, we transition into the prototype stage, where we develop tangible representations of our solutions. Prototypes can take many forms, from rough sketches and storyboards to interactive mock-ups or small-scale pilot programs. The goal is to test concepts quickly and cheaply, allowing us to refine them before investing significant resources.
The final stage, test, involves gathering feedback from users to understand what works and what doesn’t. This could mean running focus groups with farmers to trial a new advisory tool or using surveys to assess the usability of an online resource. Testing isn’t about proving a solution is perfect—it’s about learning, iterating, and making continuous improvements.
One of the greatest strengths of design thinking is its adaptability. We don’t have to rigidly follow the five stages in sequence; we can loop back, repeat, or skip steps as needed. For example, after testing a prototype, we might realise we need to return to the empathise stage to gather deeper insights. This flexibility makes design thinking particularly useful in agricultural extension, where conditions and challenges can change rapidly.
A related framework that complements design thinking is the Double Diamond process, developed by the UK’s Design Council. We’ve covered that process in an earlier episode. The Double Diamond consists of four phases: discover, define, develop, and deliver. The first diamond focuses on exploring the problem space, while the second diamond is about developing and refining solutions. This approach aligns well with design thinking, reinforcing the need to diverge and explore multiple perspectives before converging on a well-defined problem and solution.
How does this connect with extension design? An effective extension program is one that has a Theory of Change (ToC), another name for an Intervention Logic Model. Creating a ToC forces us to articulate the assumptions, pathways, and conditions necessary for meaningful change. Rather than relying on random acts of extension—a scattergun approach of disconnected activities—a ToC helps extension practitioners map out the logical sequence of actions that lead to desired outcomes. By clarifying the relationships between inputs, activities, outputs, and outcomes, we can design interventions that are more strategic and evidence-based.
Developing a ToC begins with engaging stakeholders to gather diverse perspectives and ensure alignment on goals. You can hear the elements of the design thinking process here! The next step is to clarify the desired long-term outcome, which defines what success looks like. With this outcome in mind, specific objectives are determined using frameworks like KASA (Knowledge, Attitudes, Skills, and Aspirations) to pinpoint the key changes needed. Once objectives are set, activities are identified to drive these changes, such as training workshops, peer learning, or on-farm demonstrations. As shown in the diagram, these activities are then mapped to show their causal relationships, ensuring a logical sequence from intervention to impact. Finally, assumptions are identified to highlight potential risks and dependencies, along with appropriate indicators to measure success, enabling adjustments during the extension activities.
By embedding design thinking, the Double Diamond process, and a Theory of Change into our practice, we can create more effective, user-driven solutions that are truly responsive to the needs of those we support. Instead of relying on assumptions, we engage directly with users, test ideas in real-world conditions, and refine our approach based on evidence.
A good example of using design thinking in agriculture is the work by Eastwood et al. (2022) at DairyNZ in New Zealand. He and his colleagues explored the use of design thinking for agricultural system redesign and how to best involve farmers in the process. They found that farmers struggled with some of the aspects of design thinking. However, some parts of the process, like the empathise and ideation stages, really suit farmers and help put them at the centre of the process. Unfortunately Callum’s paper is behind a paywall but if you’re interested in reading more, then we recommend contacting him directly to get a copy.
We’ve shared our thoughts, now it’s your turn! Drop a comment below with your experiences, tips, and ideas on using design thinking in extension. We’d love this to be a conversation—we’d love to hear your insights.
Thanks for reading this Enablers of Change episode! Don’t forget to subscribe to our newsletter to catch future episodes, and share this post with friends who might enjoy the discussion. Until next time, happy designing!
Resources
Eastwood, C. R., Turner, F. J., & Romera, A. J. (2022). Farmer-centred design: an affordances-based framework for identifying processes that facilitate farmers as co-designers in addressing complex agricultural challenges. Agricultural Systems, 195, 103314.
Other helpful resources we drew on for this episode:
- Beyond Sticky Notes. https://www.beyondstickynotes.com/
- Co-design at the Southern NSW Drought Resilience Hub. Retrieved from https://www.csu.edu.au/research/southern-nsw-drought-resilience-hub/co-design
- Interaction Design Foundation. What is design thinking? Retrieved from https://www.interaction-design.org/
Hi Denise Great article! I’m curious about how you think design thinking may inform the shaping of decision support aids? Sue
“Fall in love with the problem – not the solution”
That’s the central mantra that was stressed when we did Design Thinking training/implementation. That’s ultimately what it all boils down to – because as humans we are so programmed to jump to the bright shiny toy solution (men especially I guess).
Answers are great – but what is the question?
That’s a great quote Aaron! Maybe it’s fast and slow thinking systems at play again, and we tend towards doing the quick knee-jerk reactions. Who cares what the stimulus was, as long as we do something!