creativity can finally be measured with design thinking
Good news for businesses and their clients. Design thinking is getting more embedded into the work place. This method converts creativity into hard-hitting results. With design thinking the customer's problems are (again) central. The solution is not always the app or website you had in mind. Toma Lulgjuraj, senior digital strategist at We are you (Fintech), shares his views.
get rid of standard brainstorming sessions
the person is central to increasing sales
The design thinking approach is different. The creative process that precedes the development of a digital product is less vague and has more structure.
Players such as AirBnB were faster to embrace this methodology. They put people first in order to increase sales. It delivered better annual figures and a stronger connection between people and brands. Is design thinking only relevant to creative breeding sites, such as AirBnB, Uber and Google?
Luckily not. We use these methods regularly to help our clients. Toma sees many benefits for organizations. 'If you use the design thinking method to solve a problem, the ideas that follow are often more innovative than those generated in a traditional approach. You also work more efficiently and in a more targeted way. All together this leads to less risks and more results.
what is design thinking?
Design thinking is a method of dealing with problems in a collaborative and solution-oriented way. You make creativity tangible by structuring the creative process. Companies that apply design thinking go through 5 steps:
You immerse yourself in your (end)user.
You define the problem or challenge
You think in terms of possible solutions
You make prototypes
You test these models
Central to this method is the user. You make all decisions based on what future customers really want. You do not only rely on your gut feeling.
the question behind the question
'We notice that organizations often do not have a concrete enough idea of what the real problem is,' says Toma' They come to us asking for an app, but is their user actually waiting for an app?'
'Before we dive into the development process, we have to find out. We do this by applying design thinking. Empathize, define, validate, test and process until we have found the best solution. Who knows, perhaps the consumer does not need an app, but would be better served by new functionality in their current website.'