How design thinking is helping businesses satisfy their end customers
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Initially used in a B2C context, design thinking is now widely adopted in B2B as well. It is a human-centric innovation methodology for finding the best solutions to complex problems, and Axians is putting it to good use.
Design thinking is a human-centric methodology that encourages businesses to think more innovatively. Developed in the 1980s by researchers at Stanford University in the United States, this approach involves putting oneself in the end user’s place to design innovative products and services. It is particularly well suited to digital projects and the ICT sector in general.
So, it comes as no surprise to find a business running with it. “More than a methodology, it’s a mindset and a collection of principles that place people at the centre of solutions,” says Nuno Abrantes, International Business Development Manager at Axians Brand Team.
Design thinking is, he continues, “Aprocess that generally begins with field research to gather valuable information, followed by creative cycles. The first of five stages [See box] in an iterative thinking process is to ‘Empathise’ – in other words, to put yourself in other people’s shoes, to understand their problems, fears and needs.”
The approach is based on the principle that solutions derived from a deeper understanding of person needs will, by definition, be more appropriate and therefore more likely to succeed. It sits at the nexus of three imperatives, which it tries to reconcile: desirability, technical feasibility and economic viability.
Encouraging innovation
One of the advantages of design thinking is that it capitalises on design’s contribution outside the sphere where it is typically applied, such as graphic or interior design. It can therefore be applied to a wide range of professional projects.
“Because design thinking was conceived specifically to encourage innovation,” says Nuno Abrantes, “it is equally suited to designing products or services, and in any context, from a city to a community to a commercial strategy. A B2C company thinks about the end consumer, but a B2B company must consider its customers’ customers or their company liaison. At the end of the day, we are thinking about people, which makes the ‘human-centred’ dimension of design thinking really valuable.”
Design thinking does not proceed from the principle that problems are universal. It observes what people do in their natural environment (work, leisure, home, etc.) and provides strong clues about what they are really thinking and feeling.
“Axians works with design thinking in the creation of digital solutions in a wide variety of sectors”
“Design thinking is not about asking people what they want,” says Nuno Abrantes. “It’s about investing in a deeper understanding of their problems and their needs. It’s more helpful than traditional methods such as the face-to-face interview. Physical and behavioural reactions reveal far more about people’s expectations. Design thinking exposes their real needs, even if they are unaware of these.”
An approach widely used at Axians
Several Axians business units incorporate this innovative approach: “In Portugal, it’s a widespread methodology, used by practically every business unit at some point in their projects,” continues Nuno Abrantes. “Business units in Sweden and Italy also work with design thinking. The projects concerned usually involve the design and development of digital solutions, but in a wide variety of sectors.”
In the legal domain, Axians is using this method in the design of a new application for judges in a Ministry of Justice of a European country. “The information systems they use are not meeting their real needs, and so are generating huge obstacles and a lot of frustration. In co-creation workshops with the judges, we were able to understand the way they work and design an application, which is currently in production, to bring them significant efficiency and productivity gains. This application accelerates the process of analysis, arbitration and judgement. This is a particularly rewarding example, because it will have a real impact on the judicial system.”
A five-step approach
Design thinking is an agile, iterative approach that follows five key steps:
- The first, and probably most important, is to empathise, whichis the ability to put ourselves in others’ shoes, understanding their pains, fears, and needs.
- eThe next step is to precisely define the problem andhypothesise possible solutions.
- Next, the ideation phase aims to suggest solutions based on these hypotheses.
- The prototype stage quickly follows and evaluates their feasibility.
- Lastly, testing shows which hypotheses lead to the rollout of an end product or service.
11/14/2024
