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How design doing can help build a successful business strategy

17th October 2018

This is supported by research from satnav giant, TomTom, who have found that one third of UK businesses are “too slow” to adapt when it comes to adopting new technology.

In our latest publication, Peter Ballard – proposes an effective solution to this stasis: design thinking delivered in the form of design doing. Design thinking has been used by designers and businesses alike to create digital solutions that work for everyone. Though this kind of thinking may – on the surface - seem exclusive to designers, its literacy and customer-centric principles should be familiar to you and your business. 

It’s a fact that customer-centred design and thinking improves overall satisfaction for everyone involved. That’s why placing your customers at the forefront of your business strategy is imperative.  

However, delivering meaningful impact means that design thinking has to be channelled into design doing - one way of achieving this is by creating a Proof of Concept. This enables design doing to make its way into the boardroom.

More importantly, design doing is cost effective – and once bought into by stakeholder – responsible for kickstarting slow-moving projects into action. 

In light of the above, here’s a breakdown of Peter’s key takeaways from his full article:
  1. Businesses currently dedicate little time to forming clear, implementable vision for the end-user - design action (prototypes and POCs) can counter this.
  2. POCs should supplement design thinking if they are to increase speed to market.
  3. They should also not replace design thinking, a POC is a useful tool but it has to be supported by design thinking and its ability to address the technical aspects of design.
  4. POCs shouldn’t be overly complex – they must clearly define strategic direction and consider the business case at every step.
  5. Placing customers at the heart of experience-creation will guarantee better outcomes and create new opportunities.
Key takeaway:

Businesses must implement design thinking and doing into the boardroom to create strategies that better serve the people who use these products and services.

To read the article in click here


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