Design thinking is a new methodology with which we try to discover the feelings and the expectations of the customers during their journeys with the company. There is a step by step approach through which you can trace and apply in your company.

1. Design Thinking

2. What is design thinking?
• Design Thinking is an iterative process in which we seek to understand the user, challenge
assumptions, and redefine problems in an attempt to identify alternative strategies and solutions
that might not be instantly apparent with our initial level of understanding.
• Design Thinking provides a solution-based approach to solving problems. It is a way of thinking
and working as well as a collection of hands-on methods.
• Design Thinking revolves around a deep interest in developing an understanding of the people for
whom we’re designing the products or services. It helps us observe and develop empathy with
the target user.
• Design Thinking helps us in the process of questioning: questioning the problem, questioning
the assumptions, and questioning the implications.
• Design Thinking is extremely useful in tackling problems that are ill-defined or unknown, by re-
framing the problem in human-centric ways, creating many ideas in brainstorming sessions, and
adopting a hands-on approach in prototyping and testing.
• Design Thinking also involves ongoing experimentation: sketching, prototyping, testing, and trying
out concepts and ideas.

3. Why design thinking?
• Design thinking provides a way to understand customers and what
they want.
Design thinking applies a product developer's thinking process to a
wider range of problems
Design thinking is most suited to situations where we are trying to
create the new, or where there are no clear answers — often called
"wicked problems.
• Can be applied to various product development or process
enhancement initiatives

6. Design thinking steps
• The first step in design thinking is getting to know your customer in detail. At this
point, you are not trying to shape solutions, just understand the customer.
• In the define phase, the entire process under the problem is cleared an
• In the ideate phase, the aim is to "go wide" to generate a range of potential
solutions that are not limited by our current way of thinking. We bring together
people with different perspectives and use techniques that are designed to help
them get creative, such as mind mapping and brainstorming.
• With lots of ideas identifed, the next step is to sort and filter, to come to a small
set with the most potential. From here we can shape a prototype.
• In the test phase, you want meaningful feedback from customers. You want them
to use it, find out what they like and don't like, and what works for them.

8. Business Outcome
A good design must always deliver an
outcome for the customer — it must
do something useful for them.
By using a human-centered design
approach we aim to get at the real
needs of the individual.
The •first test of any design is to clearly
identify what outcome the customer is
interested in achieving — for example,
ordering a cab, booking a room, •nding
a hotel, claiming a refund.
Digital innovation aims to balance
three complementary outcomes:
business, people and technology.

9. Inspirations

10. Appearance
• Design is also about art, or creating things that are beautiful in their
own right. Some of the following products quickly became fashion
accessories further driving demand — Sony's Walkman, the iPhone,
the original iMac. Having a good-looking product or service is a key
factor in successful design.
• The right way to use the product or service should be the simplest
way. Great visual design and ƒow are key to this. Poor UX design will
not make your customers value your services. In Gartner's
experience, UX designers are key members of the design team
working closely with the enterprise architects and agile developers.

11. Business or Customer Ecosystem
• Every individual, organization and device exists in business ecosystems. For
individuals, this can include their family, their community, as well as the
organization they work for and the groups they participate in
• Successful design involves locating the product or service within its business
ecosystems, and in particular within the business ecosystem of the customer.
• Developing a technology solution focuses on a particular aspect of business
ecosystems. Here, we are looking at the platforms, information, security,
interconnections and technologies that underpin the solution. This often brings
together elements from a wide range of sources, to serve them up in a way that's
useful to the customer. It's often this combination of elements from the
technology ecosystem that provides the basis for the innovation — for example,
bringing together the customer's location, their preferences in food and their
friends' locations to help the customer socialize.

12. Design to Make and Scale
As a design goes through successive iterations and heads toward
minimum viable product, it will need to make the jump from the design
environment into production systems. The physical aspects of the
design must be produced and the technology aspects created and
integrated into core systems.