The second session of the training program, “Design Thinking”, held at the AA Istanbul International News Center was delivered by Emre Kuzuoğlu, AA Brand Management Manager.
Kuzuoğlu stated that there is no formula for design thinking, emphasizing the importance of the process.
Explaining that understanding and questioning a situation or problem and redefining it leads to new processes, Kuzuoğlu said, “Design thinking is a non-linear, somewhat complex situation that develops based on the person's own will and desires in the process. It is a tool used by people with complex problems, but it is also a tool used by people who are not afraid of complicating their problems.”
Kuzuoğlu, conveying that the world is in a constant state of change, said the following:
"Interaction is increasing and is now out of control. This is not a bad thing, it just makes calculations more difficult. Therefore, the definitions of problems are constantly changing. That's why something is always missing or something is added to the process later. If you don't know what you want, the risk of getting lost increases. In design-oriented thinking, the most important thing is to make a decision and then continue to follow the process. While the solution you find solves your problem at that moment, as the problem changes over time in the ongoing process, the solution also becomes somewhat meaningless."
Kuzuoğlu noted that human-centered thinking starts with people's own preconceptions, saying, “There are certain prototypes I see in society, and if I don't get inside them, I just have a set of preconceptions. Empathy isn't really like that. Empathy is getting inside them and being able to talk about what they're feeling at that moment and knowing what they're feeling correctly.”
Training program
The Creative Thinking and Idea Development training aims to integrate the technical design skills gained by participants with AA's global brand identity and transform each participant's output into a professional brand output that serves the corporate strategy.
Participants will gain knowledge on topics such as “Design Thinking,” “Digital Tools and Visualization,” and “Storytelling and Content Creation.”
The training will continue throughout February with different sessions.
