1.       Incorrect Identification of problem

One of the
fundamental steps of Design Thinking process is ‘defining the problem’. Companies
often fail to effectively implement Design Thinking approach in their
organization as they fail to correctly identify the problem. In order to solve
this challenge, companies need to have un-siloed conversation within the
organization and with their customers and other stakeholders. They need to
engage in conversation with not only one but multiple people. They need to put
themselves in their customer’s and other stakeholder’s shoes and think from
their perspectives about what the problem could be.

 

2.       Embracing the feedback loop

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Design Thinking
is not a onetime process. It is a process of iteration of previous experiments
or assumptions in order to get the best possible solution for a problem. It is
unlikely to arrive at the best solution in the very first attempt. Design
Thinking process, hence, need to have a constant loop of feedback and testing
to arrive at the best possible solution. Companies often lack the enthusiasm to
build this feedback system as it becomes iterative and time consuming.
Organizations need to find new ways and angles to test their assumptions. By
embracing a feedback system, it not only helps in creating a safe space to
innovate but also it prevents companies from making the same mistakes again,
which becomes more time consuming. Companies must also be open about embracing
failures. Executives must set examples by talking about test failures and embracing
the feedback loop.

 

 

3.       Building a Design Culture

Design Thinking
is a psychological mindset rather than a tool or process that can be used or
followed to give a desired result. Hence, to inbuilt Design Thinking process in
an organization, it requires personal fortitude, conscious effort, deliberate
reflection, and humility to shift employee’s generally task-oriented
perspective of work and develop a mindset of openness, curiosity, creativity,
and a willingness to admit failure and the acknowledgement that one may not
know everything. Employees also need to have an unbiased minded and not impose
their judgement on the problem or the solution. Overcoming cognitive biases and
developing cognitive flexibility is an interesting challenge to successfully
implement Design Thinking in an organization. Imbibing a design culture is
critical to the success of Design Thinking in an organization.

 

4.       Measure ROI of Design Thinking

The importance
of Design Thinking ROI measurement is to get an understanding of if the design
thinking projects are valuable to the company and have the ability to take the
company in new directions. Conceptually everyone knows that design thinking
saves time and money, but actually measuring its impact on productivity, time
and cost is notoriously difficult. How can one measure the money that is not
wasted in building a technology that would have failed? Certain companies have
adopted traditional method of measurements of Design Thinking by measuring cost
savings from adoption of seamless digital content, systems and infrastructure
arrived at through Design Thinking. Another method of measuring ROI is to
measure team efficiency and satisfaction. Companies can also similarly develop
a system for measuring ROI related to Design Thinking activities by measuring
Customer Feedback (net promoter scores, response to specific campaigns, usability
metrics, client feedback), Design Thinking Activities (number of projects,
people trained, coaches trained), Quick Results (concepts finished, projects
launched, projects funded, projects in development), Traditional KPIs
(Increased Sales, ROI per project, and other financial measures) and Culture
(team efficiency, engagement, collaboration, motivation).

 

5.       Access to Customers

For companies
which does not have access to customers, implementing Design Thinking will not
create any value for them. Access to customers is essential for each and every step
of the design thinking process from empathizing and defining problem to test
and feedback. Organizations need to closely observe and interview their
customers and understand who they are, what they want and how they feel. Access
to customers is essential to get feedback on ideas, concepts and prototype and
to continuously course correct and innovate. Organizations need to develop
different channels through which employees can get access to customers and
should develop regular dialogue with the customers and keep them involved with
the company’s product and solution in order to gain an honest feedback from them.

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