Framing the problem correctly (elevator mirrors)

Early 20th century skyscraper elevators were slow and cramped. In 1903, a mirror was installed in the Equitable Life Building's elevator as suggested by the wife of Otis Elevator Company's president. She believed the mirror would make people feel less claustrophobic.

In 1950, occupants in an older skyscraper were complaining about excessive elevator wait times. Engineers explained that modifying it would be expensive and difficult, so management consulted a psychologist to develop a solution. The psychologist argued that the issue wasn't about the elevator moving slowly, but rather the perception of time was intolerable. His suggestion was to install mirrors in the boarding areas to distract people while they waited. Mirrors were quickly installed at low cost and the complaints stopped.

Mirrors were not new technology and using mirrors inside the elevator had been done before. Design thinking is not meant to only develop creative solutions, it's about reframing problems in creative ways to reach creative solutions.