There is a shift happening in the way companies and organisations are striving to transform or maybe more aptly being driven to transform to prosper or survive.
Finally the customer, or more correctly the consumer is taking focus. It’s a monumental shift, that will become even more necessary when today’s 10-12 year olds become consumers, actually many of them already are, and quite discerning ones at that!
From the days of Henry Ford’s ‘you can have any colour as long as its black’ things have moved on to the myriad of choices when a prospective consumer can now choose everything from engine, upholstery, entertainment and roof colour in a virtual 3-D environment on your smartphone. Without any need for a salesperson!
What has happened didn’t happen overnight, however it has been emerging for a while. You can see it in everyday life more and more, from being sent an SMS to remind you of a dentist appointment to being able to look what the from the balcony of your new flat will look like with the help of VR goggles.
It’s not so astounding that a common factor in the success of many of the ‘new world order’ is putting the consumer in the centre, and understanding their experience. Just look at the shift from stacks of CD’s to the emergence and market capture of Spotify, the speed of uptake of Pokémon Go on a global basis. Compare these with the obstacles and complications of the generation before. My daughter, before she was 10, mastered these new methods of entertainment.
Ease of use and experience are the demands companies need to satisfy to first attract and then retain consumers! And the demand will not decrease!
How can companies make the shift? They must change the way they look at why they exist and who they are for, no longer producing black cars and then trying to sell them, asking themselves how the consumer wants to experience and designing their offering based on this.
Design Thinking is a method, utilised by many, to achieve this shift in mindset and way of working. Thought by many to have been ‘defined’ by Tim Brown and David Kelley, this method is fast gaining a reputation for being the enabler for change, innovation and disruption. Like many other things in life, it’s not rocket science, but it requires a change of approach, mindset, collaboration, and an acceptance of trying and failing. It’s been proven to work, over and over again. Airbnb for example was not the success it is today before employing the method to redesign their approach.
Design Thinking is being embraced by more and more as a way to innovate, gain a leading position, or even to survive!
Look at what’s happening in the sphere of Consulting, Accenture acquired Fjord, PwC acquired POND, McKinsey acquired Lunar. These giants realise they need this competence to be able to compete in the new world order.
Design Thinking by Sapigo offers companies and organisations both the ability to learn the tools and methods in a intensive tailored experience, allowing participants to put directly into practise what they’ve learnt as well as process facilitation and coaching.
Contact our Design Thinking consultant Ellen Pettersson for further discussions.