Design Thinking

[00:00:02] [SPEAKER_00]: Welcome to another episode of Transformation Professionals, sponsored by CXOTransform.

[00:00:09] [SPEAKER_00]: Crafted to enhance the strategic acumen of ambitious managers, leaders and consultants.

[00:00:14] [SPEAKER_00]: We hope you enjoy this episode about design thinking.

[00:00:18] [SPEAKER_00]: Here's Rob Llewellyn.

[00:00:22] [SPEAKER_01]: In 2014, I had the opportunity to participate in a business transformation course spanning

[00:00:27] [SPEAKER_01]: two weeks held in Potsdam, close to Berlin in Germany.

[00:00:32] [SPEAKER_01]: During this time, I spent two insightful days at the Hasso Plattner Institute of Design in Potsdam.

[00:00:39] [SPEAKER_01]: For those who may not be aware, Hasso Plattner, the co-founder of SAP, established this institute

[00:00:46] [SPEAKER_01]: in 1998.

[00:00:48] [SPEAKER_01]: Since 2007, it's been a prominent center for teaching design thinking.

[00:00:54] [SPEAKER_01]: Design thinking represents an iterative and flexible methodology that teams deploy to

[00:01:09] [SPEAKER_01]: It's vital for business transformation due to several key reasons.

[00:01:14] [SPEAKER_01]: At its core, design thinking prioritizes the user experience.

[00:01:19] [SPEAKER_01]: This ensures that business transformations are deeply aligned with the actual needs

[00:01:24] [SPEAKER_01]: and preferences of the end users.

[00:01:27] [SPEAKER_01]: The way it encourages thinking outside traditional constraints.

[00:01:31] [SPEAKER_01]: The iterative nature of design thinking allows businesses to adapt quickly to feedback

[00:01:36] [SPEAKER_01]: and changing market conditions.

[00:01:39] [SPEAKER_01]: By prototyping and testing small-scale models before full implementation, design

[00:01:45] [SPEAKER_01]: thinking can help businesses avoid costly mistakes.

[00:01:49] [SPEAKER_01]: Design thinking's inclusive methodology breaks down silos and fosters cross-functional

[00:01:56] [SPEAKER_01]: collaboration.

[00:01:58] [SPEAKER_01]: It aligns closely with strategic business goals, and it helps in translating broad

[00:02:03] [SPEAKER_01]: objectives into actionable plans, ensuring that transformation efforts are coherent and

[00:02:09] [SPEAKER_01]: strategically focused.

[00:02:11] [SPEAKER_01]: By developing solutions that truly resonate with users, design thinking can enhance

[00:02:16] [SPEAKER_01]: customer satisfaction and loyalty.

[00:02:19] [SPEAKER_01]: In summary, design thinking equips businesses with the tools to innovate, adapt, and meet

[00:02:25] [SPEAKER_01]: the evolving needs of their market and customers, making it an indispensable element

[00:02:30] [SPEAKER_01]: in the pursuit of business transformation.

[00:02:33] [SPEAKER_01]: Many organizations have harnessed the power of design thinking to innovate and

[00:02:37] [SPEAKER_01]: succeed.

[00:02:38] [SPEAKER_01]: I'm going to tell you about five of them, but you'll find many more examples

[00:02:42] [SPEAKER_01]: online.

[00:02:44] [SPEAKER_01]: Nike applied design thinking to enhance its product innovation, particularly in developing

[00:02:49] [SPEAKER_01]: its Nike Plus platform.

[00:02:51] [SPEAKER_01]: This digital ecosystem, which includes fitness trackers and apps, was born from a deep

[00:02:56] [SPEAKER_01]: understanding of athletes' needs.

[00:02:59] [SPEAKER_01]: Nike focused on creating a more engaging and personalized workout experience, integrating

[00:03:04] [SPEAKER_01]: technology with fitness.

[00:03:07] [SPEAKER_01]: Then there's the story of IBM.

[00:03:09] [SPEAKER_01]: The company shifted its approach to focus more on user experience across its range

[00:03:14] [SPEAKER_01]: of products and services.

[00:03:16] [SPEAKER_01]: By adopting a human-centered design mindset, IBM reimagined its approach to software

[00:03:22] [SPEAKER_01]: development, leading to the creation of more intuitive and user-friendly products.

[00:03:28] [SPEAKER_01]: This transition not only enhanced customer satisfaction, but also internally revolutionized

[00:03:34] [SPEAKER_01]: the company's culture, fostering creativity and collaboration across teams.

[00:03:39] [SPEAKER_01]: Next, there's Airbnb.

[00:03:41] [SPEAKER_01]: Their journey to becoming a leading platform for home rentals is a testament to design

[00:03:46] [SPEAKER_01]: thinking.

[00:03:47] [SPEAKER_01]: By focusing on the experiences of both hosts and guests, Airbnb crafted a user-friendly

[00:03:53] [SPEAKER_01]: interface that simplifies the process of finding and booking accommodations,

[00:03:58] [SPEAKER_01]: revolutionizing the travel industry.

[00:03:59] [SPEAKER_01]: Then there's the story of PillPack, which was acquired by Amazon for $1 billion in 2018.

[00:04:07] [SPEAKER_01]: PillPack really exemplifies design thinking in healthcare.

[00:04:11] [SPEAKER_01]: By concentrating on the challenges faced by individuals taking multiple medications,

[00:04:15] [SPEAKER_01]: PillPack developed an ingenious system that organizes pills by date and time,

[00:04:21] [SPEAKER_01]: streamlining medication management.

[00:04:23] [SPEAKER_01]: And finally, there's the story of IDEO, which together with Google Creative Lab,

[00:04:29] [SPEAKER_01]: embarked on a project to understand how children engage in physical play and learning.

[00:04:34] [SPEAKER_01]: Through design thinking, they created Project Blocks, a groundbreaking initiative designed

[00:04:39] [SPEAKER_01]: to cultivate problem-solving skills in children through interactive, tactile,

[00:04:44] [SPEAKER_01]: and collaborative coding experiences.

[00:04:47] [SPEAKER_01]: Now that we've looked at some real-world examples, let's consider the five phases

[00:04:51] [SPEAKER_01]: of design thinking.

[00:04:53] [SPEAKER_01]: And keep in mind that these phases are fluid, which means you can execute them concurrently

[00:04:58] [SPEAKER_01]: in a non-linear fashion and revisit them iteratively.

[00:05:03] [SPEAKER_01]: Phase one, empathize, is about understanding user needs.

[00:05:08] [SPEAKER_01]: This initial phase is about developing a deep empathetic connection with the problem

[00:05:12] [SPEAKER_01]: at hand, primarily through user research.

[00:05:15] [SPEAKER_01]: Empathy is a cornerstone of human-centered design, like design thinking, as it enables

[00:05:19] [SPEAKER_01]: you to put aside personal biases and genuinely understand the users and their needs.

[00:05:26] [SPEAKER_01]: Phase two, define, is about articulating users' needs and problems.

[00:05:32] [SPEAKER_01]: Here, you collate and analyze the insights obtained during the empathize stage.

[00:05:37] [SPEAKER_01]: This involves synthesizing observations to articulate the fundamental problems,

[00:05:42] [SPEAKER_01]: known as problem statements.

[00:05:45] [SPEAKER_01]: Creating personas at this stage can help maintain a human-centric focus as you move

[00:05:51] [SPEAKER_01]: into ideation.

[00:05:52] [SPEAKER_01]: Phase three, ideate, which involves challenging assumptions and brainstorming ideas.

[00:05:59] [SPEAKER_01]: Armed with a solid understanding from the first two stages, you can now begin to generate

[00:06:04] [SPEAKER_01]: innovative ideas.

[00:06:06] [SPEAKER_01]: This phase encourages thinking outside the box, exploring different perspectives on the

[00:06:12] [SPEAKER_01]: problem, and identifying creative solutions.

[00:06:16] [SPEAKER_01]: Brainstorming is particularly effective in this phase.

[00:06:20] [SPEAKER_01]: Phase four, prototype.

[00:06:23] [SPEAKER_01]: This is about developing solution concepts.

[00:06:26] [SPEAKER_01]: The prototyping phase is experimental, where the goal is to identify the best solution

[00:06:31] [SPEAKER_01]: for each identified problem.

[00:06:33] [SPEAKER_01]: Your team should create simple, low-cost versions of the product or its features

[00:06:38] [SPEAKER_01]: to explore the viability of the ideas generated.

[00:06:41] [SPEAKER_01]: Techniques can range from paper prototyping to basic digital mockups.

[00:06:47] [SPEAKER_01]: And phase five, test, which is when we validate solutions.

[00:06:52] [SPEAKER_01]: In this phase, prototypes undergo thorough testing.

[00:06:55] [SPEAKER_01]: While this might be the final stage in the cycle, design thinking is inherently

[00:06:59] [SPEAKER_01]: iterative.

[00:07:01] [SPEAKER_01]: The findings often lead back to redefining problems and revisiting earlier stages for

[00:07:06] [SPEAKER_01]: further iterations and refinements, exploring or eliminating alternative solutions.

[00:07:12] [SPEAKER_01]: Overall, these phases should be viewed as distinct modes contributing to the entire

[00:07:16] [SPEAKER_01]: design project rather than as sequential steps.

[00:07:19] [SPEAKER_01]: The ultimate objective is to achieve a profound understanding of the users and their ideal

[00:07:24] [SPEAKER_01]: solution or product.

[00:07:27] [SPEAKER_01]: If you want to explore design thinking further, IDO's design kit is a helpful

[00:07:32] [SPEAKER_01]: resource, as is Tim Brown's blog.

[00:07:35] [SPEAKER_00]: This podcast is sponsored by CXOTransform, professional development for managers, leaders

[00:07:41] [SPEAKER_00]: and consultants who strive for excellence.

[00:07:45] [SPEAKER_00]: If you want to perform at your very best in the most sought after transformation

[00:07:49] [SPEAKER_00]: roles, visit CXOTransform.com.