Your customers can't do your design for you, but they can show you the problems they have. Watching your customers going about their regular tasks gives you valuable insights that you just can't get from questionnaires or web metrics. Once you have those insights you can turn them into a list of pain points and then a list of goals for what you intend to fix.
- The design thinking process is a fun fast moving set of activities that take you from problem definition to implementation planning. It all starts with in-person research to find out where your customers' issues lie. In lein terminology, this is the get out of the building phase. Now, customers can't do your design for you, but they can show you the problems they have. Recognizing and solving these problems is likely to be delightful for customers which translates into business value for you.
You are not your users. Watching true customers performing their real tasks, then talking with them about their experiences, gives you insights you can't get from sitting around a conference room table making assumptions or looking at a set of statistics or questionare results, which tell you what is going on, but not why. Once you have insights from your customer observations, you can turn these pain points into a prioritized list of goals for what your new product should achieve.
Even at this early stage, you can set some metrics so you know when you meet those goals. Many development projects just aren't measured or we know they're failing, but we release them anyway. Setting measurable goals helps you ensure that you really are delivering business benefit. You can measure early and often as you go through the iterative design thinking process.
In this course, Chris Nodder explains where design thinking fits into product development and what it can help you achieve. He describes each step in the process, from identifying the problem you want to solve and brainstorming solutions, to prototyping, development, and release. Learn about the pros and cons of this approach and how to overcome challenges such as organization inertia and silos. Done right, design thinking can start your organization moving toward broader user-centered design techniques such as information architecture, content testing, usability testing, and marketing research.
- Agile, lean, and design thinking
- Preparing to sell design thinking to your organization
- Finding the real problem
- Correcting course
- Offshoring and outsourcing
- Getting past organizational inertia and silos
- Tracking your success