Transformation of Communication in Formal Hierarchical Systems through the Application of the Design Thinking Method

Conditions of accelerated technological and social changes compel organizations with formal
hierarchical structures, such as military organizations, to confront a specific paradox: the
organization’s need for stability and control must coexist with its requirements for creativity,
rapid learning, and adaptation to user needs. Communication flows in such systems are
typically established “top-down,” while feedback is gathered “bottom-up” in a fragmented or
delayed manner, thereby impacting the quality of decisions during change implementation
processes. According to recent literature, the Design Thinking method (DT) shapes
communication through key mechanisms whose application is relevant to hierarchical
systems, as they enable balanced participation among members of varying status, foster
problem redefinition, and provide structured communication cycles that dismantle the rigidity
of hierarchical relationships. The objective of this paper is to determine the impact of applying
the DT on the transformation of communication in hierarchical systems. The research was
conceptualized as a qualitative, exploratory study grounded in a DT framework, applied as
both a research and intervention method for analyzing and developing communication tools
in hierarchical systems. The research sample was purposive, comprising current students at
the “Dr. Franjo Tuđman” Defense and Security University in Croatia. The study was conducted
through the phases of DT employing semi-structured interviews and facilitation methods to
ascertain participants’ preferences regarding defined types of communication channels, tools,
and strategies. The reliability of the qualitative data analysis was further ensured through
peer-to-peer review. The results indicate a significant contribution of the DT to the quality of
internal communication channels and the creation of a participatory communication culture
through an iterative process that is not necessarily sequential, thereby apparently “flattening”
the hierarchy and enabling a more adequate information flow among all participants.
Optimizing this flow within the context of collaborative communication dynamics in
hierarchical systems presents a challenge for future research.