You may find yourself tired of playing guessing games with your consumers? Wondering what they want and need, but not quite hitting the mark? Look no further than design thinking! This innovative process is not just another buzzword, but a dynamic approach to solving complex problems in a way that truly puts the consumer first.
At its core, design thinking is simply a formalization of the creative process that has been driving human innovation since the beginning of time. (and a favorite topic of mine) But what sets it apart is its radical focus on the needs and desires of the very people we seek to serve. In a world where data and automation often take center stage, design thinking reminds us that we must never lose sight of the human element. I can not stress this enough. I’d even go as far as to say, with all of the AI and automation set up, if you implement design thinking in your approach you will far surpass competition. Humans are thirsty for human interaction and we all have a need for connection.
So, why is design thinking so valuable to marketers? By leveraging this process, you can gain a deeper understanding of your consumers, their pain points, and their unmet needs. This means that you can create solutions that truly resonate with your audience, building loyalty and trust in the process.
Don’t settle for stale, generic marketing tactics. Embrace the power of design thinking and unlock a whole new world of creative potential! I’ve put together this guide to help you or reach out! I can help julie@www.sketchmediaagency.com
The Five Phases of Design Thinking don’t necessarily have to happen in a specific order, and they can be repeated to improve the solutions. They are more like a journey with different stops along the way. The phases are empathize, define, ideate, prototype, and test.
Phase 1 is all about understanding the customer by observing and engaging with them to internalize their experience on an emotional and psychological level. It’s essential to set aside any assumptions and gather real insights that are relevant to the challenge. Easier said than done 🙂 You also need to consider the cultural background of the customer and understand if there are any shifts happening. (think scaling, redefining, evolvement)
Phase 2 is all about defining the problem clearly by gathering all the insights you have collected and making sense of the landscape of solutions you’re exploring. The key is to create a great creative brief that can guide your design teams and help build consensus. This brief can be circulated and validated with your teams.
Phase 3 is where creativity is unleashed to find potential solutions. Before you start “sketching” (no pun intended) or designing, you need to establish the creative pathways that might offer solutions. Brainstorming, mind-mapping, and Post-it Notes can be helpful tools. There are apps for this too that can be adopted
Phase 4 is all about experimentation and transforming ideas into tangible artifacts. Rapid iteration and prototyping are crucial in quickly bringing ideas to life and highlighting any gaps or flaws in the concept.
Phase 5 is about testing your solution with your customers. It’s essential to get fast and productive feedback from human beings. You can engage in qualitative sharing sessions with consumers to go deeper on the “why” of the feedback.