Design thinking of a product or a service is a people focused, collaborative and action oriented approach to digest, contribute, reinvent and problem solving. Design thinking is mainly about the need that a product or a service meets for customer but less about its look. In his words of Steve Jobs “Design is not just what it looks like and feel like. Design is how it works.” Nowadays, people adopt new technologies, discover new solutions and develop different expectations. In order to meet the expectations of the people in the emerging technology, we need to connect them with empathy. The strategy of design thinking should address the customer’s problems in a creative way. Perpetual innovation of a product or a service to an organisation is a part of the success but the eternal innovative design thinking will fortify the success of that organization and it leaves a ratified impassion in customers mind. Everything in the universe is connected with designing. People are emerging from thinking ourselves as designers to designer thinkers. Design thinking is bit exciting because it puts a toolset for creativity in the hands of people who wouldn’t normally identify themselves as creative. The successful tool of design thinking creates a collective collaboration across the multiple disciplines and therefore offers organizations a way to do better, despite of its reputation.
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New Product Development
New product or service is the complete process of bringing a new product or service and to market that started from customers’ needs. It includes several phases like planning, research, design, production and sales. The traditional way of new product development process can be divided into several phases: product planning, concept development, system design, detail design, testing ; refinement and production. However, most important of them is product concept selection. The organization needs to identify customer needs, establish target specification, generate product concepts, select a product concept, test product concept, set final specs and plan downstream development. Each flow of concept development stage needs to be inspected, reviewed and revised repeatedly. The traditional view of the new product development abruptly changed to new design think new product development. Enabling the technological design think to the new product development has been resulted the best industries practice in the recent years. The Design thinking plays a crucial role in new product development. In recent days, the design thinkers are focusing on how the new product is meeting the customers’ need in the most stylish way. This strategy becomes obvious in the digital world. All the digitalized products such as mobile phones, tablets, laptops, watches, cameras, television sets, home decors, children tools, home appliance etc. are designed as customer centric. The tools are designing to keep the special designated impassion on the product in addition to the normal utilization. This leaves a reverential impact on the mind of the people to words the product or service.
The design thinking of a product or service adapts several set of strategies in order to meet the customer expectation and desire.
Customer orientated: we should start from what people, users, customers; consumers really need or want to do. Their motivations and the problems they are trying to solve. Empathy is key element. We need the ability to understand and share the feelings of others.
Highly creative: Design thinking stimulates you to look at situations differently and come up with new solutions that go beyond and improve existing alternatives. The main focus of the organization is to be integrative thinking. They need the ability to look at all the different aspects of a problem
Effective performance: Design thinking is more about working continuously towards the goal .not to spend on the discussions. Make ideas tangible. Execute the ideas in the early stage only. Prototyping is implementing the ideas to the reality with your hands. The last stage of the design thinking is to test hypnotises.
Iterative: The best way achieve to success does not follow a straight line. We need to repeat the cycle of understand – create – learn. The more we work on loop of the circle the higher chance you have for good results. Integrate is when the magic happens and something new makes a dent in the world. Implementation is everything. Design thinking is a circular process rather than a linear one. Core to it is the belief that things can always be made better, so iterate, iterate, iterate.
Digital transformation can be defined as a process whereby an organization shifts their business models, processes, and organizational culture with digital technologies to adapt to changing customer behaviors. They adapt to meet ever-changing customer expectations and engage with consumers in innovative ways. There several approach to execute the design thinking to keep the end user in mind to means to create the useful solutions. The general design thinking involves five steps
Empathy: we need to understand the really understand the problem perspective of the end user. We need to really grasp the experience, situation and emotion of the customer who we are working for. This can be administrated by observe the behavior of the users in their real by several market research techniques like engage with the people in the day to day conversations and ask them , watch them and listen to them what they really need.
Define: The information gathered from the empathy phase will be analyzed and interpreted in the define step towards the plan to execute. Keep the three things in mind while processing the plan
• Improve and understanding of the type of customers you are designing for
• Produce and select a limited set of needs that you think are vital to fulfill
• Highlight the insights you advanced and defined set of principles
Ideate: This is the most crucial step in the design thinking. The ideate step is about to create an innovative solution. In this step the research been conducted on the reality from the image. In other words this is the creative phase that delivers the detailed solution of the problem. You need to explore verity and large quantity of ideas to go beyond the solution of the problem.
• Creativity include integrate the conscious and unconscious rational thoughts and imagination.
• Encourage the groups by leveraging to reach out the new ideas and build upon other’s concepts.
• Segregate the different set of ideas from different generations and evaluations t achieve imaginative voice.
Prototype: The physically and tangible solution is created to the ideas in the ideate step. This step applies the creatively formed ideas into the tangible to the real world. The solution brought in to life all the way to keep the end user in mind. The process emphasizes frequent customer feedback from prototypes to their reaction. It is important to remember that prototypes are supposed to be quick and easy tests of design solutions. Here are a few guidelines that will help you in the Prototyping stage:
• Design Thinking has a bias towards action that means if you have any uncertainties about you are trying to achieve; your best bet is to just make something. Creating a prototype will help you to think about your idea in a concrete manner, and potentially allow you to gain insights into ways you can improve your idea.
• Prototyping is all about speed; the longer you spend building your prototype, the more emotionally attached you can get with your idea, thus hampering your ability to objectively judge its merits.
• All prototypes should have a central testing issue. Do not lose sight of that issue, but at the same time, do not get so bound to it so as to lose sight of other lessons you could learn from.
• Test the prototype against your expected user behaviours and user needs. Then, learn from the gaps in expectations and realities, and improve your ideas.
Testing: In this step the prototype is reviewed feedback is collected and adjustments be made. This step involves the finalizing the solution that will actually provided to the end user. The test step allows the detailed fine tuning and testing the detailed prototype meeting the needs of the desired people. This step allows the people to use your prototype and listen to them about the product. Encourage the people talk about how they experienced and how they feel. This process is repeated until that solution is perfect and fit into the customers’ mind as a result you need the repeat the each phase for necessary result be successful.
In the digital world the design thinking plays a crucial role to meet the expectations and needs of the end user in regular life. The following illustration deliberately explain how design thinking is became the backbone to the hospital industry.