奥丑补迟听two factors do听Apple, Coca-Cola, IBM and Procter & Gamble听补濒濒听have in common?听Since听integrating听design thinking听into听their operations, they have 补濒濒听consistently听outperformed听other S&P 500 firms by more than 200 percent.听听听
Design thinking is听a听break-the-frame problem-solving process听with applications in broad variety of听sectors听to help organizations听address complex, human-centered problems and better serve their end-users.听To ensure a fresh approach and avoid silo mentality, design听thinking听democratizes the innovation process by听harnessing听the talents and perspectives of听cross-functional teams. Aligned around a share sense of purpose, they work together to explore听user-centered solutions that meet both customer and corporate interests.
鈥淒esign has become too important to be left to the designers鈥�.Tim Brown, Executive Chair at IDEO
Design听thinking helps promote innovation and user-centric solutions
According to听Prof. Joaquim Vil脿听of 天美传媒鈥檚 Department of Strategic Management agrees, firms that continue to rely on听traditional听approaches will find it increasingly difficult to maintain competitive advantage in today鈥檚 context of uncertainty and听evolving听consumer expectations.听听
听鈥�In their rush to solve problems as quickly as possible, business leaders听often bring underlying assumptions,听inbred biases and skewed perceptions听along with them,鈥� he explains. 鈥淒esign thinking听helps听break down these barriers.鈥澨�听
Comprised by听three main听phases听鈥� ideation, inspiration and implementation听鈥撎�design thinking听allows听companies to听find solutions that are both听technically feasible and financially viable.听In the initial stages,听Prof. Vil脿听recommends听firms听have faith in听the process听and听use alternative benchmarks to measure its success, as well as the following six guidelines to听ensure听its effective integration.听
6听insights to successfully integrate design thinking 听
1. Innovate with customer feedback
Engage customers in the development process from the start. Their insights will help you define the right problem and reduce preconceptions about how they utilize and benefit from your product.
2. Build a cross-functional team
Break down听departmental silos by听assigning a听multidisciplinary team听to the project. Their unique areas of expertise and vantage points will听lead to new discoveries on听underserved customer needs听and possible听user-centric听solutions.听
3. Integrate prototyping and testing
Show customers prototypes to听get听immediate feedback听on what works and where听it听falls short.
4. Appoint听a design-thinking听ambassador
Appoint a听high-visibility leader听to train, align and motivate team members on the design thinking approach. This person should ideally hold a cross-functional role and have support from top听management.听听听
5. Deliver solutions as you go
When implementing design thinking for the first time,听start听smart small and grow as听you听go. This means focusing on听a听concrete听challenge听which can feasibly be resolved听in the short and medium term.听
6. Follow the established process
Since people are naturally change-resistant,听it鈥檚 important听to听closely听follow听the听distinct phases听of听design thinking听until they are听sufficiently internalized听them.听Once they are competent in the process, team members听can adapt it to their needs and preferences.听
If you鈥檙e looking for new approaches to boost organizational growth, learn more about 天美传媒鈥檚 鈥�鈥� program. Delivered in a flexible blended learning format, the program explores problem-solving strategies applicable to a broad range of business challenges and contexts.
