Why you should use design thinking for your business?

Jonathan Scanzi

Oct 07

3 min read

You wish to adopt a design thinking approach in your business but you have many questions?  What does it involve? What benefits will you get from it, depending on your industry, your project? What tools should you set up and how? An overview of everything you need to know about the benefits of design thinking…

Design thinking: what the hell is it?

Design thinking is an approach that emerged in the United States in the 80s. The idea is based on the principle of using designers’ methods to address specific issues regardless of industry type. Or, how to place the user at the heart of the creative process and  create with a new way of collaborating and thinking!

First key: empathize yourself!

To undertake a design thinking approach, you have to learn to show empathy by always putting yourself in the position of the user. You must also accept being wrong and let your teams make mistakes. This is the way to discover new paths that will lead you to the best solution. Finally, you must create a multi-disciplinary team. By bringing together a team with a wide range of profiles and complementary skills, you will benefit from various ways of thinking that will allow you to tackle all aspects of a problem.

What’s need to be into your toolkit for design thinking?

There are many tools used in design thinking. The key is to define which ones are best suited to your problem…

  • The persona: it will allow you to define the personality, the purpose, the motivations, as well as the obstacles for your user. You will then be able to offer a user experience perfectly adapted to their expectations.
  • The storyboard: creating your next service or product scenario from the user perspective, you will be able to optimize the process.
  • The business model canvas: how to easily map your project and check its feasibility.
  • And many more!

Does it apply to any field?

Regardless of your industry, and your user profile (clients, teams, etc.), design thinking will provide a concrete solution to a well identified problem. This approach could lead to the creation of a new product, service, process, etc. Here are some concrete examples of its application:

Game changer: the example of medical examination gamification

Medical device manufacturers face the following problem: children are particularly stressed when they must get a medical scan, as well as their family. In order for the examination to be carried out under the best conditions, the hospital staff must administer light anaesthesia, which can sometimes increase the length of the hospitalization. By decorating the medical device and turning it into a boat, the medical scan becomes for the child an epic quest for a pirate’s treasure! The young patients experience it as a game, without the need for anaesthesia. The number of exams per medical device increases significantly.

Team spirit for all…

A « conventional » bank wants to overcome the online banks’ competition. They reviewed their website and mobile applications. But they want to go further. As a matter of fact, the user experience is not just about the customers, employees must also feel involved. The bank created the role of Chief Experience Officer (CXO) to allow its teams to better manage projects and new applications. Employees will feel valued and provide better service to customers.

You win, I win

A software developer makes the following observation: for his teams to be more efficient, they must feel that the company is taking care of them, and that all the elements are there to bring them the best possible working conditions and a certain well being.  The solutions implemented will take on several aspects: an app to encourage the practice of sports activities, a support and assistance team, available around the clock for employees and their families, an access to a relaxation room with massaging seats, etc.

As you can see, there are many examples, and we can also give more design thinking applications in different industries

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