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How can Design Thinking help you create better products and services?

Did you know that an increasing number of organizations are using Design Thinking methods to create better products and services? There is a growing demand for more knowledge about the basic skills of Design Thinking.

Franklin Heijnen

Why do organizations need Design Thinking now? In this digital era organizations are confronted with a large number of challenges:

  • First and foremost is the focus on the customer experience. Companies need to look beyond the organizational silos and create meaningful interactions with their clients. 
  • Second, there is a strong need to become more data driven, to make effective use of new technologies 
  • Lastly to create an agile organization. 

Is Design Thinking the magic bullet for everything? We wish! However, the way of thinking and methods are a solid fit to meet the needs of todays’ challenges and is therefore a very useful tool.

The 3 subjects design thinking focuses on

The most common misunderstanding about DT is that it is all about creative workshops and lots of post-it notes on the wall. And, yes, there will be yellow post-it notes on the walls. Lots of them. But DT is more than that. You might find it interesting to know that it can deliver sustainable solutions for complex (wicked) problems and can take a look at the challenges from three angels: desirability, viability and feasibility.

1. Desirability: connecting client and employee journeys.
The first step is looking at a problem from an (end) user’s perspective. Creating a strategic roadmap becomes much more effective when all stakeholders have not only read a research paper on customer segment but have also heard first-hand about the problems and issues of their client. Engagement of employees is a key success factor in implementing a strategy. That is why the customer journey is connected to the journey of the employee to ensure that he or she has got the right tools and capabilities to support the customer.

2. Viability: creating a business rationale.
Diving into the pains and gains of your customer might result in tons of ideas. But how to choose and set priorities? Mapping ideas to ‘business value’ is a crucial part of Design Thinking. We have learned that it is effective to have a left/right brain approach when it comes to assessing the business value. That means creating the classic Powerpoint and Excel rationale but also using visual meetings techniques en infographics to make choices tangible.

3. Feasiblity: can we build it?
Design Thinking is not only about sketching the ideal future of a product and service. A clear deadline for the the first iteration of the product/service is a proven success factor. Another one is involving team members who are part of the delivery. Including a IT architect and/or engineer might not only gives you a working prototype as part of the ideation process. It ensures also a headstart in de delivery phase.

By looking at wicked problems through these lenses will make your future concepts tangible and testable. That is what makes Design Thinking a core skill in this digital age. And that is exactly how Design Thinking can help your organization.


Learn in only 1 day how design thinking can help you to fulfill your client's needs in a creative way

Deloitte Academy offers you a hands-on training Design Thinking where you will learn the basic skills. After this 1-day course you are capable to lift your organization to the next level by tackling wicked problems with Design Thinking.

For more information see our website: masterclass Design Thinking

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