Design Thinking View for Digital Transformation

Key Issues

What Is Design Thinking? 1 How Do You Do Design Thinking? 2 Where Can You Begin? 3

Design Thinking Has a Simple Premise

If I focus on people

Observe them in context

Can find what they need

Behaviors — what are they doing?
Motivation — why are they doing it?
Outcomes — what are they trying to achieve?
Ecosystem — what is the network of relationships?

Design Thinking Combines Analysis and Intuition

"Design thinking is a human centered and collaborative approach to problem solving, using a designed mindset to solve complex problems."

Tim Brown
(British Industrial Designer and President of Ideo)

Traditional vs. Design Thinking

TRADITIONAL THINKING
Flawless planning
Avoid failure
Rigorous analysis
Presentations
Arm's length customer research
Periodic
Thinking

DESIGN THINKING
Enlightened trial and error
Fail fast
Rigorous testing
Lightweight experiments
Deep customer immersion
Continuous
Doing

Key Issues

What Is Design Thinking? 1 How Do You Do Design Thinking? 2 Where Can You Begin? 3

Design Thinking Has Five Stages

Design Thinking Integrates People,
Technology and Business

Design Thinking Is Based on Six Mindsets

Empathy

Engineering must have empathy (EQ) to design and develop solutions that customers love.

Show, Don’t tell

Bring ideas to life by showing the big picture. Don’t tell customers what you will do, instead, show.

Experiment

Iteration is nothing but preparation for success. Create prototypes to gauge peoples’ reactions.

Mindfulness

Pay attention to surroundings, and develop attention span by having the time and space.

Action-Oriented

Agility is integral to design. There’s a need to reach and interact with customers in more ways than ever.

Collaboration

Happiests Team culture with elements such as communication, support, problem solving and sharing.

Doctors Wanted to Use the Latest Technology

Initial ideas:

Review observations and patient condition
Order additional tests and treatments
Adjust medications
Be able to do all this anywhere, anytime

Observed a Doctor’s Typical Day

Patient Visits

Surgery

Clinics

Created the Customer Experience Map

Review Notes
Discuss Case
Adjust Treatment
Observe Outcomes
Readjust

Mapped the Patient-Centric Ecosystem

Developed an Initial Prototype

Robust multifactor security
Basic functionality — observations, messaging, tests, treatment plans
Easy-to-use, simple interfaces
Release to a small group of pilot doctors

Iterate to Learn, Evolve and Test the Design

Key Issues

What Is Design Thinking? 1 How Do You Do Design Thinking? 2 Where Can You Begin? 3

Build a Collaborative Cross-Functional Team

Start Small and Grow

"There's no shortage of remarkable ideas what's missing is the will to execute them."

Seth Godin
(Author and Entrepreneur)

Recommendations

Do not start by looking at the IT systems. Identify customer journey moments delivering the highest value for customers and your business. 1
Treat customer engagement hub as a multiyear technology and process initiative. 2
Find executive sponsorship and owner of the project and break organization barriers. 3
Question, assess and then match the speed of response to the specific requirements of the business activity by determining the right time for every decision. 4
Acquire or develop the skills necessary to implement real-time continuous intelligence. 5
Prepare for extensive system integration of products from multiple vendors to achieve business value. 6

Virtuos

A VIEW OF DESIGN THINKING FOR DIGITAL TRANSFORMATION

Key Issues

Design Thinking Has a Simple Premise

Design Thinking Combines Analysis and Intuition

Traditional vs. Design Thinking

Key Issues

Design Thinking Has Five Stages

Design Thinking Integrates People,
Technology and Business