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Design thinking is an increasingly popular term. But it still raises doubts in some professionals. In fact, based on the values of this approach, it is possible to bring innovation and effectiveness to your strategies.
The inclusion of this approach in a company's routine can be foreseen in strategic planning. So, it becomes even easier when you have an agency to help at this stage. Whatever your company's organizational style, design thinking can be a great ally.
Want to know more about it? Continue reading and see what design thinking is and how to apply it to your strategy!
What is design thinking?
The term design thinking refers to the creative strategies that designers use during the process of creating their work. Despite this, this approach can be used by professionals in any field, without distinction.
That's right, design thinking is an approach. It is not a methodology or action script with a well-defined step by step. And much less with fixed, immutable steps.
Thus, the basis of this approach is the focus on the multidisciplinary nature of the teams. And also in actions to generate, select and implement the best solutions for solving problems. One can use design thinking, for example, to improve website design or define a new service to be offered. Or also to change a product or just its packaging.
Ultimately, there are no limits to the use of design thinking.
How to apply it to my strategy?
The first step to applying design thinking to your strategy is understanding the stages of the process. As we have already said, this approach does not provide a recipe to be followed. But it brings some phases that guide the development of projects. Check out what they are:
Immersion
The first step of design thinking is immersion. It consists of seeking knowledge about the scenario in which the problem is inserted. Analyze all aspects involved, from the most obvious to the subjective.
This is because, during this phase, it is possible to realize that the problem itself is not exactly what was thought. For example, a school may be planning to launch a new course to attract one of the defined personas. Throughout the investigations, the team identified that the issue was not a lack of supply, but the way in which the courses were being advertised.
Ideation
After analyzing and identifying the problem, it is time to move on to the next step: ideation. At this stage, as many ideas as possible are raised. This must be done without censorship, without restrictions.
Here, the multidisciplinary nature of design thinking gains even more importance. After all, professionals with different backgrounds can contribute equally unique views on the problem.
Don’t hesitate to include professionals from other areas, in addition to “creatives” in ideation teams. Also ensure that everyone has equal opportunities to speak. And don't let there be any intimidating behavior within the group. The idea is to end limitations and let ideas flow.
Prototyping
Finally, filter the ideas raised and select those that are closest to what you want. In other words, the prototyping stage is the one in which tests are carried out to verify the viability of the proposed solution. Any problems at this stage should take the team back to the previous stages.
In fact, this return can happen at any time. Whenever the result of a phase is not satisfactory, the team must review the previous steps and start the process over again.
Design thinking has this fluid character and is focused on the problem-solving capacity of the professionals involved. Therefore, applying this approach to your strategies can help strengthen the team and obtain better results.
If you have any questions or have experience in design thinking, be sure to share it with us here in the comments. We will be happy to help and know what you think on the subject!
Marcel Castilho is a specialist in digital marketing, neuromarketing, neuroscience, mindfulness and positive psychology. In addition to being an advertiser, he also has a Master's degree in Neurolinguistic Programming. He is the founder and owner of Vero Comunicação and also the digital agency Vero Contents.
