Design as a core business competence
“Design thinking drives innovation. Innovation boosts your differentiation. Differentiation will power your brand. A meaningful brand will generate organic loyalty. And with loyalty comes growth (profit). Don’t start with technology starts with Design” — From the amazing book “The Designful Company: How to Build a Culture of Nonstop Innovation” by Marty Neumeier.
It’s all about the designer mindset. Introducing small steps and tools that nudge your team to face challenges from the customer perspective. Start using prototypes to gather valuable learnings and data to make informed decisions, run multidisciplinary sessions to analyze a specific part of your journey from different angles building up an agile and innovative company culture.
The main benefits of this design approach are
(1) Gain meaningful insights that help you and your team find a solid direction for your solution, no matter if it is a product or a service.
(2) Bring clarity and evidence for your decision-making process, what do you tackle first to improve your customer experience gradually.
(3) Increase your overall customer-centricity by working with a holistic approach encouraging internal collaboration across silos.
(4) Strength your innovation capabilities.
Remember, Design is not only about how something looks, but it is also about how it works and how do others interact with it. Design is an experience.
An innovation capability means that you have the aptitude and craving to deliver something new. And, to provide it, you will probably need a system behind, a set of processes and structures that guide you and your team in how do you search for worth-solving problems and identify growth opportunities, synthesizes ideas into business concepts, and define meaningful solutions.
In a business environment, innovation is not only used to get better at what you offer but to get different, to stand out in your market. The vision and impact you want to provide as a company, how do your people work, and what you deliver to all your stakeholders are the main components in that equation >> be meaningfully different.
Human-Centered Design (Design Thinking) is one of the best approaches to drive innovation. This discipline contains the skills to empathize and identify core problems, co-create with different profiles, prototype possible futures, build bridges between stakeholders, and ultimately bridge the gap between business strategy, customer, and employee experience.
Of course! There will be some obstacles along the way
I can help you.
Here are some of my services:
A sneak peek of the process from 1.200€
Define and solve a real problem in your organization through prototyping. Outcome: Feasible solution(s) and hands-on experience in Design Thinking.
Learn about the process from 2.000€
Intense training about Design Thinking. Outcome: Get familiar with a human-centered approach to solve complex problems.
Live the process from 4.000€
Solve a significant challenge big or kick-off a project. Outcome: Feedback from real users to make strategic decisions.
Find your direction from 600€
Identify problems worth-solving and opportunities to improve your business. Outcome: A list of problems and/or opportunities to focus on.
Some of the tools involved during the strategy sessions might be the customer journey map, business model canvas, service blueprint, among others.
You can request an “Aha” session to understand the approach and how it can be used in your company at no cost, previous evaluation.
Design Thinking vs. Design Sprints?
Understanding the difference between them can be very simple. Inspired by the food analogy that Jon Courtney from AJ&Smart uses in one of his videos, I have defined my own foodie analogy to explain this difference.
Let’s imagine your innovative product for your market is this delicious cake!
In real life, you might have to attempt to bake and tweak the recipe several times until you create the best cake in the world! That is why innovation is about excellent execution.
Design Thinking is like a baking theory course. You learn about flavors, ingredients, techniques, decorating.
Design Thinking is a mindset. A way of thinking about problems. You have to figure out how to apply the mindset and methods.
A Design Sprint is a step-by-step recipe. You get a clear indication of what to do when to do it, what time.
It is a straight-forward process to kick off a project. It’s helpful to validate your ideas. Yet, you still need to implement, launch, and iterate.