Define the problem
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Take the time to understand who your customers are and what needs they have—
and whether those needs are being met. If you run regular customer feedback surveys,
you have leveraged the insights these provide to understand the pain points your customers have with your product or service.
Once most of the bugs are seen to and you are satisfied that your new idea will adequately solve/resolve a particular customer need, it’s time to implement it across your business.
Once you’ve found your potential new idea, create a prototype or example of it. This stage is not just limited to ideas for new products, it also applies to new services and processes.
For example, you may choose to roleplay a new idea, service or process to see how it might work. Often there’s a need to go through steps one to four several times to further refine your ideas to ensure the right solution is brought to the forefront.
The 6 principles of design thinking
Now that you’ve developed your new idea, it’s time to test it and iron out all the kinks—
and check that it meets the needs of your customer. This may involve reworking your prototype as issues come to light during the testing stage.
It’s not just about defining the problem but defining the right problem to solve.
When brainstorming, always question the problem at hand and try and empathise
with the type of customer whose experience you want to improve. To gain cross-cross-functional insight into each problem, gather various perspectives and question them. When probing, repeatedly ask: Why?, Why? Why? until you’re left with the real issues
you need to deal with.
Visualising problems helps during this stage. The more you can paint a picture for
your peers, the better you’ll be at forming viable solutions.
DT operates on the premise that there is more than one way to fix a problem. Moreover, different people will solve problems in different ways. When you’re brainstorming, it’s key that many different solutions are ideated, regardless of the problem at hand. There should be no fear of failure when proposing ideas.
When a few potential options are revealed, the whole group needs to embrace them.
Old ways of thinking and previous preferences need to be put to the side in order to let
the new ideas grow and flourish.