In Crash Course, teachers get one minute to talk about their field. The closest to the minute is our Crash Course Master. Today Joyce Oomen from Pimcy for a Crash Course Design Thinking.
This article is taken from Cevora
Design thinking is a method in which you consider what the customer really wants in the preliminary phase of innovation. In this way you learn to let go of assumptions and tailor new ideas, products or services to the specific goals of the customer. This is not only useful for creative people: in every position you can work with design thinking in a more customer-oriented way.
Check out how Joyce fared:
There is of course much more to be said about design thinking. Joyce explains how with a few steps in the preliminary phase of innovation you learn to let go of assumptions and work more purposefully.
Innovation is a skill, not a specialization
Joyce: “Innovative thinking is not just something for creative people. It is a competency that is valuable in every position and every field. Design thinking is therefore the way to make progress in teams with different profiles. With the right cross-fertilization of diverse backgrounds and skills, everyone contributes to innovation.”
“In design thinking you pay a lot of attention at the preliminary stage of innovation. You immerse yourself in the customer, the environment and the competition. That doesn't slow down the process. On the contrary: the time you spend in the preliminary phase, you will earn back twice as much later because you understand the assignment or challenge much better. Plus, you reduce the chance of wasting time and money on something that isn't worth it."
"Involve your customer from the start. Even before there is a product or service, and even before you formulate a concrete idea. By talking to your customer, you learn what concerns him or her and what is important.
For example, it is a good idea to involve your customer in a brainstorming session or to ask extensively during a briefing about what the customer wants to achieve and why. Only when you have sufficient insight into this, you know whether your ideas are relevant for the customer. And whether it makes sense to invest in the next steps.”
Jobs to be done
Joyce: “What your customer wants to achieve is what we call 'jobs to be done'. You can enter it three different goals divide. Let's say you're about to develop an app for your clothing store's customers:
- Functional Goals: which specific functional problem do you want to solve for the customer?
For example: your customer wants to be able to make online purchases very easily. In addition, your customer also wants to return as little as possible and receive smart suggestions.
- Social goals: how does your customer want to be seen by others?
For example: your customer finds it important to buy sustainably and therefore consciously chooses sustainable brands. He wants to convey what is important to him with his clothes.
- Emotional Goals: what feeling do you want to evoke in your customer?
For example: your customer wants to be able to buy clothes that look good and feel good without feeling guilty.
By talking to your end customer, you discover where his priorities really lie. Based on that, you can start with simple designs even before you actually develop the app. In this way you avoid options that the customer does not find interesting and you put the right focus on what the customer does want.”