Design Thinking: Practical And Strategic Methods For Modern Business
Vershinina Catherine – creative director and co-founder of creative agency 4Press. 16 years of experience in advertising, design and promotion company
Salamatov Andrew – new-business director and co-founder of creative agency 4Press. 10 years working in marketing and advertising
Commodity-money relations have undergone several stages of development. Firstly, we exchanged raw materials, then goods and after that services. Today the basic needs of solvent humanity are satisfied, so selling car / phone / iron to them becomes more and more difficult. This problem is not solved within the framework of analytical thinking, marketing, advertising and any usual modern manager tools. There is always someone who will offer the better product, lower price, more attractive packaging. But sooner or later someone will come up with the idea of a new product, which can spoil financial performance for all other market players. Hi Uber, Apple, Airbnb!
Experience as a commodity
Businessmen have the question – how to become such a person? Answer was found when a new caste of experts, which is called Design thinkers became involved in this problem. They helped businesses to understand that people do not buy products, but the positive experience of cooperation. If businessmen asked designers: “How to create a buyable products?”, they would receive a simple answer: “Design is only the physical embodiment of the idea, mediator in getting experience and impressions. Do not make products. Make an impression. Move the focus from products to people. ”
That is how the agony of goods economy and at the same time the improvement of experience economy started.
Design thinking is completely focused on human and his needs, it is looking for deep insights and implement them in the product. The result is high demand and high probability of repeated purchase. Design thinking is called up to find the relationship between the business and its target audience.
360 ° Business
Business was not able to make experience and impressions. It knew how to make product and force people to buy it. If you recall the classic scheme of organizational structure company and consider it in terms of design thinking, it becomes clear that it works in a wrong way. Because there is no link, from which income depends directly and more than that of CEO. This is the consumer. Any designer will ask ‘why we make product first, and then think how to sell it?’ And of course, spend money on promotion.
Here is the design business communication which can help in this issue. It is responsible for the entire system of visual communications, company or brand message, positioning and ensures proper perception of the target audience. It investigates consumer desires and helps to refine the product and increase the demand on it, instead of usual for some companies stringing useless goods.
Maybe you need to go the other way? Firstly, understand the problems of the consumer which your business can decide. What a person feels, by which deep insight he is guided, which experience he needs, what decision he expects to make, perhaps without knowing it. Then we make the idea of a solution, after that testing the prototype and then move on to design and production of product experience.
It is important to remember that the brand experience of interaction with the buyer does not begin at the point of sale and does not end at the point of consumption. This experience can be broken down into three key components, which include:
- Brand (ideology, positioning, values, promises and other fundamental charms)
- Marketing and sales (where we sell, to whom, at what price, to which special effects)
- Research and development (selling).
Even if your business is focuses on all three components, it does not mean that you have done.
As an example – the history of the development of the fastest computer mouse Philips. The brand hero of Philips – pleasant in all respects housewife in clothes made of natural fabrics, minimal makeup and is lightened by soft light lamps Philips. For her Philips engineers have come up with the fastest mouse. It is the photo of another model from another manufacturer, but the engineers planed new product that would look like this.
That the situation became worse. Marketers decided, that mouse should look more futuristic and proposed to her resemblance to Formula 1, adding a known diagnostic characteristics – stripes on the sides and a streamlined shape. But then remembered the brand hero and redesigned the concept for it. It seems to become better. Something like this.
When the mouse appeared in shops sellers started to make a calls with uncomfortable questions: “Have you seen people who basically buy a mouse? We do not want to disappoint you, but they are men. ” The End.
Instructions for survival
So the key point of business survival in times of change – the ability to be meaningful to the consumer. The strongest competitive advantage receives a business that in any situation remains flexible and adaptive. Companies that use design thinking, have these characteristics and, therefore, become market leaders.
The ability to give consumers the experience, impressions, emotions on all 360 ° buyer interaction with business. How to do this? According to design thinking – with using the thoughts of consumers. How to get there? One way is called – research of user’s scenario. It provides that you need to be in consumers’ shoes to understand how he thinks what is important for him and the most important is what he really needs.
Design processes and design services help business in this issue. The aim of these methods is to look for deep insight of the target audience, learn the script and law of user interaction with the consumer. Neither the design nor the business can exist without this policy. The basis of design thinking is to create a value on which a business is built.
You need to explore all brand touch points with the customer from the first card to use the product. Speaking the language of science – use mirror neurons of your brain, show empathy and understand – which emotions buyer feel at every stage of interaction and how these emotions can be improved. Why do you need this? For the simple reason that we are more likely to buy something from someone who we like. If we get pleasure from the process of purchase and use, we are more likely to recommend the product to our real and virtual friends. According to research it is a key factor in the formation of trust, and there is a short step to making their purchase decisions, thereby in fact, your business works.