Design Thinking in Relation to Mr Porter - Case Study Example

? Design Thinking Introduction Design thinking is the ability to combine a series of functions to enhance productivity. Design thinking has six steps which are understand- in relation to the problem, observe- what is causing the problem, point of view- the nature of the problem, ideate- be creative in thinking of ways to solve the problem, prototype- come up with a rational idea to solve the problem and finally test- test the prototype and solve the problem. Design thinking is a relatively new and contemporary way of thinking, but is catching on very fast. Nowadays design thinking is used in a range of places that is institutions, organizations and businesses. More so, design thinking is advisable to upcoming designers as it is believed that if a designer knows how to approach problems and have an idea how to solve those problems businesses will grow quickly. This paper is going to discuss design thinking in relation to Mr Porter, an online retail shop for men’s clothing. Additionally the paper is going to survey the benefits of design thinking to Mr Porter as an online clothing shop. Finally, this paper is going to give illustrate how design thinking can be used to solve current problems and future problems in the design industry, specifically Mr Porter (AMBROSE & HARRIS, 2010). Description of the business organization (Mr Porter) Mr. Porter is an online based retail shop that sells men’s clothing only. It was established in the year 2011 and is among the leading men retail online shopping stores globally. Mr. Porter’s headquarters is based in London. The online company has three distribution points that is London, New York and Hong Kong. Employees at Mr. Porter serve customers via the internet using a service called net-a-porter under the website net-a-porter.com. Another website is the theoutnet.com which serves as a subsidiary branch. Apart from selling men’s clothing online, Mr. Porter has a weekly online magazine that gives advice on men fashions and current trends. The magazine is called the journal. On the other hand, Mr. Porter also does clothes shipping for over 170 countries globally. As an after sales service Mr. Porter packages its orders very classily and even puts a personal thank you note with each delivery. In addition to this, Mr. Porter also do free returns collections and exchanges on customers orders. Finally, Mr. Porter is widely known for its exemplary customer care. The customer care team includes personal online shoppers group that guide customers while ordering and advice on trends and fashion tips (Howell (n.d.), 2013). Concept of design thinking (criteria/process) innovation as a store of opp for eve of new nad unexpected changes for Mr. porter Design thinking is made up of six steps. The diagram below illustrates in depth the steps in design thinking as a tool fro business Porter (AMBROSE & HARRIS, 2010). Understand Design thinking relies heavily on the understanding part. This is because without understanding a solution cannot be found. In this step research and interviews are conducted to gain further insight on the situation. This gives out the base how to solve the problem at hand. In the understanding part, Mr Porter can use expert advice from other leading brands like Givenchy, Alexander McQueen, dolce and Gabbana and many others. This is because they have probably experienced the same problems sometime in their businesses. Observe Observation is a key step in design thinking. This is because by watching a company or an individual can learn a lot. Understanding of the problem and observing how other leaders run their business cause empathy. Mr. Porter should take the virtue of empathy in order to walk in the shoes of the customers. This will enable them to move with the trends and remain relevant in the industry. Furthermore, empathy on Mr. Porter’s side will boost sales in that empathy makes them creative enough to read the minds of the customers and give them what they want. This is in terms of convenience, prices, trends and ease of purchase. Point of view This is the step where the problem is defined. The idea here is to have user-need- insight process to enable solutions are made. Mr. Porter should be able to come up with lasting solutions that will have a positive impact on its customers and achieve customer loyalty. By being able to define the problem, Mr. Porter will be fully aware of the people needs and have a solution of how to solve the problem by vocalizing their point of view. Ideate This is the most critical step in the design thinking model. Here Mr Porter has to come up with several ideas that can be used to solve the problem. No idea is taken when first mentioned but given time to come with more and more ideas. Furthermore, the company gives itself time to think over the ideas. In this step no idea is a bad idea and creativity and risk taking should come up as these ideas may be the break through that the company needs. Prototype This part is where best ideas have been pooled and are now being addressed. Prototype is the explanation of an idea and checking all dimensions for any disadvantaged that might harm the company. Some ideas look good until they are either sketched or modeled. But as always is the rule in business its better to fail in the early stages of experiment rather than harm the company. Best ideas will be decide in this stage. Test Mr. Porter gathers the best ideas that have been proven good by the use of prototypes. Even then the ideas are not used straight in the company, it is first tested. For example Mr Porter can decide to make women’s clothing in the prototype step and decide to test it. They therefore, make women’s clothes in small quantity and test it in the market. The outcome will decide if they should carry on with the idea or abandon the idea. Why Mr. Porter I chose Mr. Porter because it is one of the leading online men clothes therefore they have designers and design thinking is perfect for designers. I also chose Mr. Porter because currently it is leading in the market but it is facing stiff competition from other men’s clothing stores like Burberry, Lanvin, Richard James, John Lobb and Valextra. Therefore, Mr. Porter needs to follow the design thinking steps which are understand, observe, point of view ideate, prototype and test to rival the competition. I chose Mr. Porter because the company relies heavily on the internet and websites and have alienated other forms of advertisement like print and audio visual media. These are vital for the company even though it is online based. Mr. porter also have few distribution stations unlike other leading brands therefore, design thinking will help the organization to observe other lading brands and develop ideas like opening up of more distribution points. Mr. porter also need to use design thinking in order to make shopping interesting as sometimes online shopping is not very enjoyable. Therefore they need to come up with small stores which will advertise their products but rely heavily on the internet as they are used to. Opening of small retail stores will also increase sales as not everybody has time for internet and some do not have internet enabled computers. I chose Mr. Porter because their rival companies offer a wide range of products yet they only offer men clothing. They should test some women and children clothing and they can also try accessories both for men and women. This is the innovation and dynamic process that design thinking will help them with. Benefits of design thinking in Mr Porter and design Design thinking has many advantages than any other business model. Firstly, design thinking offers better communication than other models. This is because people in an organization or business come together as one and creates ideas while bonding with each other. This creates better ideas and commonness in goals which is vital for a business growth (CROSS, 2011). Secondly, design thinking creates room for innovation since ideas do not come from a central place or from a certain committee. Ideas are generated by everybody in the company and are made into prototype and finally tested in the market. This enables diverse views on a particular topic as everybody in the organization do not come from one place but from different ethnic communities, racial backgrounds and classes. Innovation is fuelled by thus diversity(CROSS, 2011). Design thinking enables organizations to connect design ideas and realities. This ensures that an organization develops and maintains its competitive edge. Mr. Porter ahs to make ideas reality as this is what ensures creativity and dynamic market trends which help in designing customer’s preferences and tastes(CROSS, 2011). Design thinking offers a base for planning and implementation of ides. On top of this, it creates unity in the company as everybody feels like they are part of the success of the company. As said earlier, no idea is considered stupid or useless until passed on the prototype step. This planning base helps Mr. Porter to coin their challenges in an appropriate manner and face them squarely as they see them coming through the numerous ideas generated (PLATTNER, MEINEL& LEIFER, 2012). Design thinking in solving current and future problems Design thinking will also be critical in solving the current and future problems. The rapid changes in globalization are affecting buying behaviors for consumers in major products as there is shift of product use from one product to the other. For a company like Mr. Porter, design thinking will be essential as it will be data driven and provide for the current and future trends of the consumer expectations of the products. This will keep it in the market as it will be able to look at the kind of opportunities that will present it to them. Thus it will take appropriate measures like setting up a department that will be devoted to imaging the future and in results improve its sales by attracting new audiences and retaining the existing ones. Moreover, many of the problems experienced by Mr. Porter like lack of ideas and connecting new ideas to realities in the current and in the future will be solved by Mr. Porter because it tends to offer the solution parts of problems experienced in the real world. The solutions are based around a common theme, thus offering different mindset for most designers who will be working for the company as they will be coming different solutions that are viable to the problems being experienced by the company (MEINEL& LEIFER, 2011). How Mr Porter can create n sustain competition (consider current market trends and challenges) Create women and children clothing Over the years trends in fashion has been changing and in order for Mr Porter to create and sustain competition in the market, they will have to concentrate more in creating women and children clothing as this forms the basis of the majority of the shoppers who visit company numerous stores to purchase products (PLATTNER, MEINEL& LEIFER, 2012). Design perfumes There has been a change in the makes of perfumes and many shoppers prefer unique perfumes to suit their different personalities and lifestyles. Mr Porter stands to benefit and compete favorably in the market by producing different brands of perfumes to satisfy their audiences and prevent them from shopping for perfumes in other companies or shops. Use print media e.g. publish THE JOURNAL as a magazine Print media is a reliable source of marketing a product as many consumers are nowadays literate, thus read magazines and news paper for information about new products in the market or just as away of passing time. Mr Porter should use print media to target its audiences especially women by publishing magazines such as the journal magazine and highlighting the products they produce to increase their sales. Create sporting outfits as sports are trendy The sports industry has had changes over the years with many sports fanatics looking a unique way to represent their team. Mr Porter should also create new sporting outfits for the different sports and outfits should also be trendy and different for the different teams as this will enable them to maintain their market and target new audiences through their different brand products (PLATTNER, MEINEL& LEIFER, 2012). Maintain quality, give discounts, and advertise more Lastly, Mr Porter should also ensure that they manufacture or produce brands which are of quality give discounts to their customers and advertise more to increase to create new competition for the brands. Conclusion In conclusion, design problems experienced by most companies and organizations like MR Porter are always difficult to solve because of the nature of their complexity. However, design thinking processes define and solve complex design problems by providing new models or refurbishing the existing ones thus emerges as a strategic advantage for innovation and change for most companies. Bibliography AMBROSE, G., & HARRIS, P. (2010). Design th!nking. Lausanne, AVA Academia. CROSS, N. (2011). Design thinking understanding how designers think and work. Oxford, Berg. http://www.contentreserve.com/TitleInfo.asp?ID={D1E8C264-D88C-40A2-A8C3- B2A3551BCEB3}&Format=410. MEINEL, C., & LEIFER, L. (2011). Design thinking understand - improve - apply. Berlin, Springer. http://public.eblib.com/EBLPublic/PublicView.do?ptiID=666605. PLATTNER, H., MEINEL, C., & LEIFER, L. J. (2012). Design thinking research measuring performance in context. Heidelberg, Springer. Howells.. (n.d.). Mr Porter is what happens when you really give a damn about your brand. Retrieved December 6, 2013, from http://howells.ws/posts/view/103/mr-porter-is-what- happens-when-you-really-give-a-damn-about-your-brand Read More