In a response to the rapid developments in modern technology and modern business, many large corporations are bringing design into their focus. In this instance, the focus isn’t an aesthetic one, but rather about the application of design to the work processes of employees. The purpose of this shift is to simplify complex systems into intuitive and enjoyable interactions. Design thinking focuses on empathy with users, prototyping and acceptance of failure. By combining these three, companies will be able to create responsive culture.
By studying the behavior of their users, companies can try to understand what their users want and need. Emotion is heavily considered, in addition to usability and product requirements. By critically weighing these three factors, companies can create better experiences for their users. Focusing on customer experience improvement can be applied to more than just objects. Assess a user’s experience during digital and one-on-one interactions to see where you can improve. Using design artifacts, in the form of diagrams or sketches, allows designers to explore their challenge in a nonlinear format. This is critical because oftentimes, the challenge at hand is complex and requires alternative thinking.
Design centered thought relies heavily prototyping. Prototypes can be executed by physically, digitally or visually with diagrams. The point is to flesh out your ideas and develop them to further improve your product. Some solutions may not work out, but in design this is accepted as part of the process. Design culture highly values development, and recognizes that it’s rare to execute things right the first time around. Failure doesn’t work against you, it’s a part of innovating new concepts and products. Be aware of your competitors and their offerings, and make sure your offerings are unique in comparison.
Large companies like IBM and GE have started to structure their complex organizations based on design principles. If you want to implement design principles, remember, the intention is to simplify processes, not to add extra work. The shift won’t be easy, you’ll have to reassess your expectations and accept some uncertainty. Trust that your leadership skills and your team will embrace design to create innovation solutions.
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