Essential Design Thinking - Case Study Example

Design Thinking Student’s Name Institution Date Contents Introduction 3 DEFINITIONS OF DESIGN THINKING 3 IMPORTANCE OF DESIGN THINKING IN BUSINESS 3 DESIGN THINKING PROCESS 4 Understand 4 Observe 4 Define 4 Ideat 5 Prototyping 5 Testing 5 User Desirability 6 Market Viability 6 Technology Possibility 6 Apple 7 Excellence in Execution 8 Platform Strategy 8 Iterative Customer Involvement 8 IDEO 8 Conclusion 10 Introduction DEFINITIONS OF DESIGN THINKING Cross, (2011) defined design thinking as a formal method utilized for practical, creative resolution of various problems and also the development of solutions with the primary intention of a better future outcome. In this context, this is a form of solution based or solution focused thinking that begins with an objective or a better tomorrow scenario instead of finding solutions to a particular problem. By making considerations of both future and present conditions and the parameters of this particular problem, alternative solutions can be explored simultaneously. Nigel Cross emphasized that in this type of thinking, most commonly it occurs in an artificial or built environment. This kind of approach mainly differs from an analytic scientific framework that begins with thoroughly defining the parameters of a problem for the sole purpose of creation of a solution (Ingle, 2014). Design thinking usually identifies and investigates with ambiguous and identified elements of the current situation in the process of finding hidden parameters and open alternative routes to take that may lead to the accomplishment of the goal. Since design thinking is usually iterative, the various intermediate solutions to problems are also potential starting points when taking alternative paths that will include the procedure of redefining the initial problem. Tim Brown takes a human-centered approach. Brown, (2006), states that along with technology and business considerations of human behavior, the preferences and the needs that highlight the practice of significant values bring out by the mental and invisible design innovation in the entire process of developing a new model with three critical stages of inspiration, ideation, and implementation From both definitions, I can conclude that design thinking is typically used to describe the continual process that that happens in the design framework within the mind of the designer. Design thinking is mainly connected to the skill of an individual to acknowledge and comprehend emotions of the users within a given context of problems, creative imagination in the development of answers and visions to these problems. It can also refer to as an activity that makes assumptions concerning a solution for a particular purpose or need. Ultimately the process of design thinking can be comprehended as the development of rational solutions to identify critical issues through the exchange of existing situations into better ones. IMPORTANCE OF DESIGN THINKING IN BUSINESS Design thinking has become essential for most Managers today. Since consumerism has increased the expectations of all users, they have become exposed to new types of technology that have become highly powerful and also intuitive. These organizations want to be delighted with their tools, applications and the devices they use that must be simplified and not require a lot of training. Most product organization shave began using design thinking principles. The IT department of firms has started viewing their users, not as stakeholders but clients and the department has moved from the development of applications for functional purposes to designing intuitive user experiences that have empowered their customers. This move of agile development is a significant parallel It evolution that is currently reinforcing several design principles (Lockwood, 2010).These IT organizations have applied for agile work through rapid iterations. This focus on the user experience and also in the development of customer empathy has made these experiences positive. In most organizations that have applied design thinking strategies, they have focused on the creation of value and solving problems through this framework. Design thinking has enabled firms to see to utilize design principles to solve problems regardless of the severity of the issue in any industry DESIGN THINKING PROCESS Understand In the design thinking process, the first phase is comprehension. During this stage, the manager or individual is involved in identifying and comprehending the various facts of the problem. The manager can discuss with other employees or the customer and conduct a conclusive research. The objective here is the development of background knowledge through these experiences. They utilize their developing understanding as a springboard as they can commence in addressing the various design problems Observe The individual can become keen observers in the observation and empathizing phase. In this stage, the manager examines how consumers behave and interact with their products and Customer representatives and how other similar firms are adapting to the completion while considering the environment and state of the market (Ling, 2016). The manager talks to various people concerning their opinions of the company’s services and products and reflects on their findings. The understanding and observation stages are highly significant in the development of a sense of empathy for the individual. Define In the Define phase of design thinking, the manager can focus on acknowledging the needs of people and develop accurate and relevant insights.In this stage several speculations concerning the various solutions that can be formulated to handle the current problem. This statement typically ends with a suggestion concerning how to make these changes influence the people experiencing the difficulties. Ideat Ideating is an essential element of design thinking. Most individuals and designers encounter difficulties in brainstorming several ideas and suspending their judgments concerning a particular issue. All ideas are considered at this stage. This phase is mainly concerned with creativity. The quantity of information and suggestion is highly encouraged by the managers as it enables employees taking part in the process to air their opinions in an open platform. Prototyping Prototyping is highly challenging but a rapid position in the design thinking framework. . This phase acts as a continuum where ideas are quickly conveyed to all relevant stakeholders. Employees, designers and also the manager eventually discovers the logic of probably failing early and least after they have created these prototypes. Testing Testing is a highly iterative process that allows the designer to gain valuable feedback from the clients and also higher management. This process means that reverting to your earlier prototype and conducting alterations based on the comments; it enables the person to learn what works and the various strategies that do not work for their sources. Figure 1: Design Thinking Process The illustration above shows the phases involved in the design thinking process. When analyzing design thinking about innovation an organization must examine the following: User Desirability The product offered by the company must satisfy the needs of the consumer by solving daily problems through a proper user-centered process. This can be achieved mainly through an in-depth comprehension of the user and also through an empathic design framework. The empathic structure can only be reached through viewing the problem from the perspective of the consumer. Market Viability Successful products of an organization need an integrated marketing structure that will identify the target segment and develop the brand of the product by the particular target segment (Martin, 2013). Tools such as the business canvas model can be highly significant in helping the organization comprehend the details of the project and develop a relevant business strategy for it. Also, tools such as the SWOT analysis will enable the enterprise to understand the strengths, weaknesses, opportunities and threats of an individual product. Technology Possibility Technology enhances the provision of the quality start of the art tools for designers in the process of innovation and establishment of products that satisfy the daily needs if their clients. Technology must, therefore, be adapted to the development process which will include the prototyping phase where a proper visual presentation of the product is developed and made available to the team. Figure 2: Innovation and Design thinking The illustration above shows the dynamics between the association of innovation and design thinking Apple In the absence of Steve Jobs from 1985-1997, Several strategies were drawn up and implemented However; these strategies were not sustainable enough to compete in the technology market and with other giants such as IBM. IBM had decided to enter the PC computers market during that period. During this time, Apple faced several challenges that included|: The formulation of unstable strategies due to several changes in executive personnel. There was also an unclear vision concerning the competitive strategy of Apple. Lack of clarity was contributed majorly once IBM had ventured into the PC market. lmansy, (2016), asserted that there was also an unclear vision concerning the selling of OS licenses that would have increased their dominance in competing with the Windows operating system. Confusion was widespread in the organization which led to uncertainty among the several Apple consumers that tried their products but had numerous complaints. When Steve Jobs returned to Apple in 1997, he began applying design thinking strategies that mainly reflected upon his overall vision for Apple products. The insights he implemented at the time to formulate a sustainable strategy has been used until today. The main areas Steve Jobs focused on included: The desires and the needs of people rather than making considerations concerning the needs of the business Developing the element of empathy for all employees in assisting people to acquire the products of Apple Development of simple and user-friendly products rather than sophisticated products that would make it tedious for their clients to use This vision stated above can be clearly illustrated in the modern products of the company. Although other competitors may focus on the capabilities and the features of a product, Apple decided on an emphasis on a holistic experience gained by the user. For example, the iMac has been recognized for having a quick wake-up, for being quiet, having a high-quality display and also a better sound. This vision was formed by the development strategy of Apple. Their strategy includes: Excellence in Execution Brenner, & Uebernickel, (2016), stated that in the quest for excellence, Steve Jobs focused on improvement of the implementation process by shutting down two divisions, discarding almost seventy percent of the new products and also focusing on a higher potential for the products. He also focused on the reduction of the product lines from fifteen to only three and closed down facilities for the sole purpose of moving manufacturing outside the parameters of the corporation. Apple created and launched a website that is mainly concerned with the direct sale of their products and also began taking an interest in how products and materials are manufactured within the culture driven by the consumers. Platform Strategy The enterprise also streamlined the portfolio of the products into a family commodity that can be produced much rapidly while maintaining the existing design components. Also, the organization targeted products that required less maintenance and repair. Iterative Customer Involvement The consumer experience has been integrated into the development and design phases through the participation of clients in various usability testing. Also, the interface designs have focused on the experience of the user. IDEO IDEO began working with Bank of America to develop a way that they can increase the use of their savings account. They conducted numerous researches while seeking advice from experts, however; there was a single interview that stood out concerning a woman that could pay her bills. The female individual paid her bills every month through the process of rounding up to the next dollar. She applied this framework for several reasons. Initially, she highly disliked the feeling that she owed another person something. Secondly, which IDEO drew parallels from, was that she consistently enjoyed receiving her check for just a few cents every month. When the research team leveraged these insights, they analyzed deeper into the emotions that revolved around saving to discover that several people including their clients, favored the act of collecting more than the required amount. This reason means that every time a person moved one hundred dollars to their savings on a monthly basis, had a feeling of fulfillment. Taking inspiration from these discoveries, the organization created around up concept where they could save with every transaction they made. Through this process, they created a good feeling of saving and working from the nostalgia of the simple concept of throwing what was leftover change in a jar. This process was applied to over two million clients and created almost over seven hundred thousand new savings accounts in the first year of initializing this strategy (Liedtka, & Ogilvie, 2011). Conclusion In the process of designing a suitable solution for a particular problem, the designer must not just simply design a product for the intention of beautifying the world. However, they must analyze a deeper meaning that would be helpful to the customer. Through the realization that a human being is involved in nature, the designer must observe, study and learn about their perceived needs. This dimension increases the depth of the product concerning the physical and mental characteristics utilized in the process. Other organizations need to follow the example of Apple and how if found an equilibrium between designing and development of new efficient products or services and also keenly observing their core products. These elements are required in the process of generating revenues and also becoming profitable. In this process, the firm will continuously discover innovative and new relevant products (Edson, 2012). References Brenner, W. & Uebernickel, F. (2016). Design Thinking for Innovation: Research and Practice. Springer. Cross, N. (2011). Essential Design Thinking: Understanding How Designers Think and Work. Berg Edson, J. (2012). Design Like Apple: Seven Principles For Creating Insanely Great Products, Services, and Experiences. John Wiley & Sons lmansy, R. (2016). Design Thinking Case Study: Innovation at Apple. Viewed 05 May 2016, Available (Online) at: http://www.designorate.com/design-thinking-case-study-innovation-at-apple/ Ingle, B. R. (2014). Essential Design Thinking for Entrepreneurs and Small Businesses: Putting the Power of Design to Work. SpringerLink: Bücher.Apress Liedtka, L. & Ogilvie, T. (2011). Practical Designing for Growth: A Design Thinking Tool Kit for Managers. Columbia Business School Publishing Series. Columbia University Press Ling, D. (2016). Design Thinking Guide for Successful Professionals. Lulu.com Lockwood, T. (2010). Design Thinking: Process of Integrating Innovation, Customer Experience and Brand Value. Allworth Press Martin, R. (2013). The design of Business: Why Design Thinking is the Next Competitive Advantage. Harvard Business Press Brown, T. (2006): Innovation Through Design Thinking, Viewed 05 May 2016, Available (Online) at: Appendix Organizations whose purpose involves the development of shareholder or value for maximizing profits cannot sustain innovation. However, when they utilize the design tools used by Apple, this design tool can be used for the creation of beautiful experiences that delight and surprise all relevant stakeholders as priorities are made concerning what is required and needed. Design thinking checklist The design process must include products and services that are based o the experience of the customer and their needs: The products and services must be created for the sole purpose of satisfying the needs of the customer. They must be built around the principles of quality and deep focus on the preferences of the clients (Ambrose, & Harris, 2009) All relevant stakeholders must be involved in the service design process: Effective design and delivery of the services and products an enterprise offers must have the commitment and involvement of all levels of the company. They must contain a potentially wide range of ancillary and externals service providers present in the service eco system All their business operations must be treated and valued as an important sequence of connected events and actions: From the perspective of the customer, all interactions is a critical service touch points that establish an impact on their expectations and perceptions of the value they receive Services offered must be viewed as physical components: Creating and triggering positive memories and strong emotional association from past effective customer services has a huge effect in enhancing the perceptions of the customers and the services they receive. The surroundings where the organization conducts their business and delivers their services must be considered. A holistic principle must be maintained Further reading on the importance of Design thinking and how it can elevate the greatness of an organization: Ambrose, G. & Harris, P.(2009). Basics Design 08: Design Thinking. Basics Design. Volume 8 of Design Thinking. AVA Publishing Read More