Some of the biggest and most successful companies in the world, such as Google, Apple, Airbnb, IBM, Nokia, Deutsche Bank, PepsiCo, Samsung and others, use Design Thinking in their everyday work.
IDENTIFYING WITH THE USER
Empathy stems from the premises that it is not only necessary to understand the user, but also to experience what they are feeling and experiencing. We are not interested in the masses, but in the individuals who have different fears, needs and wishes. We go out in the field, interact with our users and watch them fidgeting, thinking, walking, and reading, with the ultimate goal of getting to know their inner world.
DEFINING THE PROBLEM
We synthesise the gathered information, emotions, and impressions to create a detailed profile of our user. This Design Thinking step is often invaluable because it helps us reassess our opinions and assumptions and look at them from a new perspective. Did we define the problem correctly? Do we truly understand our user? And, if the response is affirmative…
DEVELOPING ROUGH IDEAS
…then ideation comes next! By using more than 15 different creative brainstorming and visualisation techniques, and working with different professionals, we come up with a large number of ideas which could give the user a new, different and unique experience with the service/product. Only the promising ideas or elements are taken to the next level, but none of the ideas are too wild, crazy, or unattainable.
MAKING A PROTOTYPE
Now, let’s build stuff! In Design Thinking, and especially in this phase, we think with our hands. Working with a team of experts, we turn ideas into functional, fast and economic prototypes of products, services, and business models which we can touch, feel, smell and see: in one word –experience.
UNDER REAL CONDITIONS
Finally, there comes testing. We give the prototypes to our users and observe how they use them under real conditions. After that, we are back to our lab where we improve the prototypes based on the feedback, and then test them again. We do it over and over again, until we make a product or a service to which a user can really connect positively and emotionally.
The Design Thinking method has proven to be extremely practical – based on our knowledge of what drives our clients, we generate a number of creative ideas out of which the best become functional prototypes very fast. These prototypes are then tested under real conditions with real users, which leads to numerous improvements. Today, Design Thinking represents a multidisciplinary way of finding innovative solutions which are implemented by many companies, organisations, and governments.
If you are ready to broaden your mind and become as creative and agile as successful start-up companies, then be adventurous – contact us!