Design Thinking is design-led business decision-making. This is an activity that has been so beneficial to organizations that it has been adapted from branding and product design for wider use in strategy and innovation activities.
In deployment, companies that deploy design thinking consistently, grow revenues and shareholder returns at nearly twice the rate of their industry peers according to McKinsey.
These insights and activities don't just apply to branding, the McKinsey study found that a design-led approach yielded very positive growth for banking and services organisations.
In action, Design Thinking is a series of steps and activities that draw out deep customer insights, through a set of defined activities that get to the very heart of the customer's lifestyle and not just their product experiences.
The techniques often involve face to face research within spaces that either belong or define a users lifestyle. Keen observation is requires in this process.
Once a set of insights are developed and process of Ideation follows.
Ideation is the quick rapid fire development of ideas through rapid prototyping and iterative learning.
These are conducted in workshops with key project or brand stakeholders. Ideas are never rejected, as lateral thinking is key to generating innovative solutions.
Instead, the process aims for quantity before narrowing in on quality, spreading the focus wide, before tuning into promising ideas, and then repeating the cycle to further refine ideas.
Design Thinking activities help you to deeply understand the specific needs of your customer, and meet those needs in unique and surprising ways that can set your brand apart for great success
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