Digital transformation is no longer a trendy topic talked about by middle managers; it has become a core part of any business strategy that is looking to future-proof its relevance.
Tech has always been used to improve performance, but there are so many avenues and innovations that it now requires more planning than ever before. A lot of it has to come from central shifts, core to the organization. But, even then, businesses often get caught up in the tech, rather than the end user’s experience.
When going through a digital transformation, such as launching a new site or app, it is the job of the design thinkers that create a human-centered approach – one that prioritizes understanding the user before creating a solution.
What is Custom Design Thinking?
Although never easy to execute, design thinking follows a relatively simple recipe. It begins with empathy, which means deeply understanding the motivations of the user. Then, it’s about defining the problem statement based on these insights. Ideation follows a brainstorming process that thinks up potential solutions to the core issue.
The ideas are then turned into tangible prototypes rather quickly, which are then rigorously tested to see what works and what doesn’t. Iteration is of course important here, and that’s where it’s super important to have an on-going relationship with your Design Thinker.
It’s never going to be a one-size-fits-all approach, as a software company might require a vastly different process than say a hospital, despite both needing a customer-facing portal.
Companies Delivering Design Thinking
Several companies come to mind when taking the lead in digital transformation through custom design thinking approaches, and it is these firms that understand a user-centered approach isn’t just a nice-to-have.
Appnovation for example is a company that really excels at using design thinking to understand customer journeys. They leverage the tech to create user-friendly digital experiences based on that customer journey. They’ve seen significant increase in user engagement (and sales) for one global retailer that they’ve worked with, showing there are immediate ROI opportunities. Their approach is highly practical and results-oriented.
Codewave on the other hand specializes in design-led transformation for small to medium-sized enterprises. They enshrine design thinking deeply into every stage of a project, focusing on the real challenges businesses face. For example when a local manufacturing business wanted to go online, Codewave not only designed an effective website but also helped design a streamlined customer experience for them. This resulted in faster processing and ultimately more customers.
IDEO is perhaps the most renowned name in the world of design thinking. They are the global design and innovation consultancy that helped really popularize the process and push it forward. They use design thinking for both product design and large social projects, such as their project with the city of Palo Alto. They worked to redesign the city’s emergency services system using a human-centred approach, and their methodology became the gold standard in the industry.
Finally there’s Making Sense – Design Thinking, who also champion custom design thinking to create user-centered solutions. Their focus is on understanding the specific needs of their clients and helping them adapt their approach to suit individual requirements. For instance, MakingSense worked with a large healthcare provider to develop a user-friendly patient portal. The portal streamlined patient interactions and improved overall satisfaction.
The Impact of Custom Design Thinking
By keeping their eyes on what the user wants, they’re making organizations much better at adapting, meaning faster reactions to changing expectations and getting the finer details done. Companies that get into design-led ideas are more ready for whatever digital changes come their way, in part because they have a team of resources at their disposal to develop, which is perhaps the hardest part.
As for the user, and society in general, design thinking always puts users first, and this creates a much better consumer environment. The next steps for digital change are gonna be really influenced by these rules, and we’re going to see even less friction between customer and service. There will be a greater number of individual digital interactions, even in previously analog sectors like hospitality – for example, touch screen help buttons when entering a hotel lobby. The general mood is pointing towards more openness and acceptance for everyone, and we may begin to see AI play a larger role within design and execution too. But, there will always be the need for human’s to empathize and design for other humans.
Final Word
To wrap it up, design thinking isn’t only a means to an end, it’s an end in and of itself. This is because it not only helps create a user-centric end product, but it fosters a culture of empathy and human-first values within a business. This can have a ripple effect to all departments, where the end user is a higher priority in a world where machines challenge us.