Design Thinking Has a Simple Premise
- 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."
Traditional vs. Design Thinking
- TRADITIONAL THINKING
- Flawless planning
- Avoid failure
- Rigorous analysis
- Arm's length customer research
- DESIGN THINKING
- Enlightened trial and error
- Fail fast
- Rigorous testing
- Lightweight experiments
- Deep customer immersion
Design Thinking Has Five Stages
Design Thinking Integrates People,
Technology and Business
Design Thinking Is Based on Six Mindsets
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.
Iteration is nothing but preparation for success. Create prototypes to gauge peoples’ reactions.
Pay attention to surroundings, and develop attention span by having the time and space.
Agility is integral to design. There’s a need to reach and interact with customers in more ways than ever.
Happiests Team culture with elements such as communication, support, problem solving and sharing.
Doctors Wanted to Use the Latest Technology
- 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
Created the Customer Experience Map
- Review Notes
- Discuss Case
- Adjust Treatment
- Observe Outcomes
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
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."
- 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