Design Thinking in Enterprise companies

Design thinking is a much older concept than a buzzword. It all began with the ancient architects, the artists, the philosophers and the innovators behind complex design ideas during the early civilizations.

Design is social in nature.

Design thinking brings scalable views to different problem statements sign of mainstream products resulting better approach to solve problem using emotion , Psychology and Design understanding. It should emphasise the contribution to understand user diversity makes by informing these decisions, and thus to including as many people as possible. This is widely known as Inclusive design thinking. 

What is Inclusive design thinking?

The British Standards Institute (2005) defines inclusive design as:'The design of mainstream products and/or services that are accessible to, and usable by, as many people as reasonably possible ... without the need for special adaptation or specialised design.'This method focuses on the diversity of people and the impact of this on design decisions by evaluating certain performance indicators.

Inclusive design Thinking at Microsoft

This life-cycle typically involves the stages:

• Develop it
• Make it
• Distribute & sell it
• Use it
• Pass it on
• Reprocess it

Inclusive design does not agree on the fact that it is always appropriate to design one product to address the needs of the entire population. Instead, it guides an appropriate design response considering the diversity factor through:

• Developing a family of products and derivatives to provide the best possible coverage of the population.
• Ensuring that each individual product has clear and distinct target users.
• Reducing the level of ability required to use each product, to improve the user experience for a broad range of customers, in a variety of situations.

Design thinking can be applied to every business segment that are in creative circles and care about the future customer needs, wants, and expectations. In the age of flying drones and self-driving cars, Design thinking has been spreading to new industries and Technological areas. Design thinking has a wide applicability and potential to disrupt existing enterprise architecture. 

It's hard to scale successful projects without great product design.

In this customer channeling era, enterprises do need to incorporate design thinking concept in their 360-degree product development process i.e. from initiation stage to the market release stage.Customer centric dynamics will be taken care during the product prototyping stage till the market release stage. Along the way, the service is drastically improved with updations in the customer needs and expectations in each stage of the process.With the help of strategic resources and the tools, design thinking can help the enterprises to gain a structured data with the help of modern data technology such as Big Data and AI. Also, the thoughtful design that can lead innovation and have a stronger market sustainability at present and in future.Enterprises can benefit from design-led problem solving, and ensuring risk-taking, creativity, and innovation are being applied to improve the lives of the world’s most vulnerable communities.Many enterprise companies like Invision , SaP and Adobe have considerd these process over the recent days and Sucessfully adapted in the their products

At ,Invisonsome of the factors they   do consider when implementing design thinking in our product process such as:

• What does the target group really want!
• Talk to client and solve their problems!
• Thinking like a user (Remove Filters of job title you have when you think)
• Searching for a solution beyond rational thinking!
• Brainstorming ideas to solving problems

Always ideate using Visualisation We never tried to defend our design which is the first and foremost principle for design thinking, if user don’t understand something is design then there is some design mistake The smallest details in design are scrutinised using simplicity and sophistication.

Executing the above factors in the following five stages of design thinking that they crafted for themselvesFirst, Gather Information. This can be achieved through inspirational thinking and discovering what people really need. Second, Generate Ideas by pushing the right method that results in great design during the product crafting process. Then, concentrating on the tangible ideas by building the rough prototypes to make the product better.

Fourth stage is all about storytelling to inspire others towards the action-oriented stage. And the final stage, Innovation, that involves learning from Clients which made us to look towards redesigning we always tried to redesign a Specific part of product involved with Psychology and Empathy, Insights are everywhere we just must look for them. 

Design thinking principles

For a problem-solving framework like design thinking, enterprises need to make decisions based on what future customers really want instead of relying only on historical data or making risky bets based on brainstorming decisions in the board meeting instead of quality and effective evidence. Everything in the process requires discipline and accessible approach. Enterprises need to set some ground rules or principles that are strictly to be followed in the process of applying a successful design thinking approach.

As per to the Govt.Uk , Design thinking requires to be put in order through these set of principles:

Start with user needs

Do less

Design with data

Do the hard work to make it simple

Iterate. Then iterate again

This is for everyone

Understand context

Build digital products , not websites

Be consistent, not uniform

Make things open: it makes things better

Design thinking ROI- A Quantitative measure

ROI is a difficult to measure while applying a methodological concept. It cannot be measured using single attribute. It is not easy but not impossible either. 

In 2015, a research team associated with Stanford’s lauded d. School surveyed 403 design-thinking practitioners (most from larger, for-profit businesses). Their paper, titled Measuring the Impact of Design Thinking, affirmed that organizations continue to struggle in determining ROI.

Design thinking need to be measured while using a variety of perspectives.

• Customer Feedback—customer satisfaction, net promoter scores, response to specific campaigns, usability metrics, client feedback
• Design Thinking Activities—number of projects, people trained, coaches trained
• Quick Results—concepts finished, projects launched, projects funded, projects in development
• Anecdotal Feedback—evaluation forms, qualitative feedback at each stage of the design thinking process, surveys
• Traditional KPIs—Increased Sales, ROI per project, and other financial measures
• Culture—team efficiency, engagement, collaboration, motivation