Design thinking is a human-centred approach to innovation; made popular by world famous agency, IDEO who designed the 1st Apple mouse. The innovation process starts with a focus on human values, by empathising with the users that one is designing for and developing prototypes which address their needs. Therefore, the design thinking process is utilised at the start of the process to assess users’ desirability. Upon having a deep understanding of the users, one would then move on to focus on the business viability and technology feasibility aspects of the solution proposed. Thus, innovation emerges when these three aspects, namely desirability, viability and feasibility are taken into consideration.
Building deep empathy with the users that one is designing for through observation, engagement and immersing oneself in their shoes.
Unpacking and synthesising empathy findings into compelling user needs and insights in order to scope an actionable problem statement.
Generating huge quantity and diverse ideas to explore possible solutions in addressing the user’s needs.
Rapidly build as many low resolution prototypes as possible so that users can experience and interact with your ideas.
Testing prototypes to gain feedback & learn more about the users is part of the iterative process in developing solutions that address the user’s needs.
Application of design thinking in HR
With the use of design thinking, HR will be able to focus on the employee and their experience, and not the programs and processes. HR will be empowered to think about every aspect of the employees’ work experience including the physical work environment, how individuals meet and interact with different people (including peers, managers and clients), the tasks that they need to perform I their role etc.
Design thinking can be applied to various functions of HR. Taking learning as an example, design thinking can offer a much more stimulating and engaging learning environment and experience to the employees by focusing on the individual’s learning journey instead of focusing on the topic, skill, program or the trainer. The key element of employee experience design is about understanding the desires and needs of individuals. By applying design thinking to redesign and crafting employee experiences, organisations are able to enhance employees’ engagement and satisfaction.
Application of design thinking in customer experience
Design thinking is more than just a process, it is a mindset; a mindset that emphasises on user’s needs and values. With the use of design thinking, you will be able to walk in your customers’ shoes and to see the world from their perspective. You will be empowered to engage with customers empathetically and connect with them emotionally, which allows you to think about every aspect of the customers’ experience and understand what matters to them and how they are likely to perceive your brand and the products and services you provide.
Design thinking can be applied in various functions across the organisation to enhance customer experience. Taking mobile self-service application as an example, design thinking can offer a much more rewarding and engaging application environment for the consumers by focusing on personalised and engaging experience rather than focusing on the features and functionalities of the mobile application. In addition, customer journey maps are used to create a seamless experience for the customers. The key element of design thinking is about understanding the desires and needs of your customers. By applying design thinking, organisations are able to deliver positive customer experiences from a deep understanding of their customers.