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Jessica Piovan

September 12, 2020

Image by Till Kraus

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Jung e o DesignJéssica Piovan
00:00 / 06:23

Hello people!

I'm Jessica Piovan, I'm Design Lead at Ensaio, and today I'm going to talk to you about how my Jungian Psychologist repertoire helps me to walk through my Facilitation processes at the Essay.

Well, you might be thinking:


"Jessica, what does Jungian Psychology have to do with Design Thinking?"

And I can say it has everything to do!

Analytical Psychology was coined by Carl Gustav Jung,  a Swiss super skull that brought a slightly different approach to Freud's Psychoanalysis.

In Analytical Psychology, we assume that the unconscious is composed of both personal and collective aspects, and that, through the confrontation between the conscious and the unconscious, maturation takes place.

And here I already make our first analogy with Design Thinking, which is based on Divergence and Convergence that we mature for a solution to a complex problem.  

Design Thinking proposes to us that every solution to a problem is not based only on what is rational and logical. But that is also in what diverges, it is in our ideation, very much there in the matter of our intuition.

Now back to Analytical Psychology.

We use as techniques the interpretation of dreams, painting, active imagination... That talk a lot with the issue of creativity that Design Thinking proposes for us to get in touch with.

So, as well as the patient within an Analytical Therapy, he has to be willing to use these techniques that are not so rational and logical, a person who is within a process or an Innovation Project based on Design Thinking must be willing to use these more creativity-oriented techniques that are part of a theory and a methodology that are very well grounded in order to be able to engage in this process.

So, just as the patient's participation in an Analytical Therapy is very active, the participation of a client here within the Essay, in an Innovation Project guided by Design, is also very active.

In the same way that, in an Analytical Therapy, the psychologist's advice is not sought, here, when we run Innovation Projects, our clients are also not depending on the advice of a consultant.

So both approaches - both Analytical Psychology and Design Thinking - are deep approaches, not immediate, although the result is very quick.

It seems kind of crazy for me to start comparing a therapeutic process with Design Thinking, but I see a lot of convergence between the two!

In the same way that, in an analytical process, the patient needs to be willing to undress and really trust the process, when we enter a Design-driven Innovation Project, this client must also be willing to know himself and to let go of several things on a level that goes far beyond everything.

I think that something very important that I can bring to you about how the Analytical Psychology repertoire helps me in the processes of Facilitation with clients is that, generally, when we start to solve a complex problem within a company, people look for the best way. rational, that is - if this, then that - and generally they depart from the realm of intuition. But this is very important in a Design process, because generally the solution to our complex problems in our organizations, we already know how to solve them, we already have an intuition.

So, throughout this process with the client, I try to foster this intuition and try to translate as much as possible into words, actions, strategic roadmaps, so that we can build our viable solution.

It seems to be a very crazy, very crazy process, but I swear, guys: it fits perfectly with my entire repertoire, for all the Tour I've done and do through Jungian Analytical Psychology and all the Tour and the delivery I have in relation to Design Thinking.

Well, if you can see any more analogy in relation to Jungian Psychology to Design Thinking, send it to us! I will love to know. I love these daydreams and analogies because they  they are also an excellent design tool, where we can also create new scenarios and design new futures for problems that are complex and afflict our present.

I hope you enjoyed it and see you next time!

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