Design thinking can transform your company
Design thinking is a human-centred approach many companies are adopting that is transforming innovation. Design thinking can be adopted by anyone and can help unlock the capacity in everyone to come up with consistent and effective creative ideas. This approach uses designer’s methods and sensibilities in order to uncover what a customer truly wants and combines this with what is economically viable and technologically feasible to create the best product.
By re-orientating your business focus to a customer-based solution-seeking process, instead of a profit-based problem-solving one, design thinking can find ideal resolutions for real people. There are three key tenants to design thinking that will help make your product more accessible, simple and pleasurable for the user to experience:
1. An empathy orientated approach
By placing the customer at the forefront of the design process, they become the reason behind every decision. You will need to observe customer behaviour and draw conclusions from this regarding what will satisfy their desires and needs. This will result in a product that is empathy-orientated, improving customer experience and potentially saving costs.
2. Prototyping products and iteration
Creating a prototype allows an idea to be communicated clearly, whether that be in a digital, physical, or diagrammatic form. Prototyping should then be at the forefront of your design-process, allowing for quick feedback and iteration of products. Tinkering with prototypes in a public way demonstrates an open- minded culture that values feedback and is adaptable to consumer’s desires.
3. Tolerance for failure
By accepting, but not encouraging, failure, the iterative nature of the design process can become integrated into your company. Companies that view failure as a part of the design process and factor it in as a cost of innovation will create better and better products. This is integral to maintaining a customer-centred and dynamic, adaptable company. Restructuring your company in a design-oriented way goes hand in hand with adapting to technological change, and the social change associated with it. There are several ways that you may need to change your thinking away from might already be entrenched in your company in order to fully embrace design thinking. This includes accepting more ambiguity, as it is difficult to put estimate how much profit will come from a better user-experience or creative change. You will also need to accept the risk that comes with transformative innovation and chartering unknown waters.
The risk, however, is likely to pay off. Changing your way of thinking and incorporating a design-oriented approach will likely transform your user experience with your product or service. Design is a mindset, and it is about incorporating this mindset into every aspect of your company. As Steve Jobs said, “it’s not just what it looks like and feels like. Design is how it works.”
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