More and more, you gain competition mainly in all industries. It can appear at almost any time. Brands and businesses work hard to differentiate themselves from others and gain a larger share of the market or simply attract users towards them. Some succeed in doing this, and some others do not. Today I would like to talk about a word that was created to separate the design and the thinking behind this “surface”: design thinking.
Recently we have seen that big companies have been beaten by startups, or quite young companies. Have you ever wondered how this is a small team that does not even have the 5% resources that huge players have, eventually getting bigger than those, like in a few years?
In my opinion (and many others),
those huge brands have not really been able to adapt and realize that while always trying to exploit this business model that they had been working for a while, They should probably start spending resources on innovation. On digital transformation. On creativity. On re-inventing rather than doing the same old thing.
So what is design thinking?
Design thinking is a methodology that is used to solve complex problems, focusing on providing solutions to the user / customer.
This solution-focused approach helps develop solutions that are human-centered. It is really a customer-centric process that is based on producing a result that will add value to the user in response to their needs. It is about creating a business strategy that will translate into a value for the customer as well as a market opportunity.
This process takes into account human emotions and is primarily based on logic, high imagination and intuition that enables you to produce ideas that are innovative and that respond to unchanged needs through emerging technologies. So yes, it is about playing with those three aspects: the possibilities that are given by technology itself, the requirements to have a successful business and the needs of customers to fulfill.
The fact that the term design is used does not mean that design thinking is about the design industry. Indeed, design thinking can be applied in any industry; We can use it for development of new products, development of new services, better processes etc.
The idea is to see what the actual processes are through the comments, what are the requirements of where the user is? Brainstorm in teams to solve the problem, find a solution. Prototype. Try it out. More improvements through improvements and iterations.
Let us see the closure design thinking process
We just moved on to some design thinking definitions and got a pretty good idea of what it is. But I believe that after understanding this process it all becomes clear, once we are able to get more information about this method. So here is a summary version of the design thinking process broken down into a 5 step iteration process.
As I said before, it is a human-centric process, which means that it is important to understand the people we are designing. To really be able to design for someone, you need to understand that. The empathy phase is about trying to understand how users do things, why they do it, the reasoning behind it, the requirements (let them be physical or emotional) their thoughts, what is important to them, what they like. Can, etc.
We start by looking at the user, always in a contextual context, and try to capture a distinction between what he says and what he actually does. Find the verbs that he performs but do not mention. Pure observation.
After that, we get to the deepest part which involves asking questions, talking and especially letting the other talk and develop. This helps you make better understanding, something deeper and more relevant. Finally, we ask the target to pass it into action. Perform the task physically and explain what he is doing and the reason behind it, why he is doing what he is doing.
After all the observations have been made and all the insights gained about the user, we need to get out of it. In other words, define the problem that we are going to address. In fact, we need to give our perspective about the situation as it will enable us to choose the right solution to this challenge. We therefore construct such a “mission statement” that would represent the insights gained to address user needs. The right problem has to be considered.
Here, we are mainly talking about brainstorming. We want to highlight all options, get as many views as possible. The idea is not the best idea, we want to get several options that we will verify and test later.