By
Luka Stepan, Principal
Good Design Thinking in Achieving Business Goals
Understanding Context and Putting Humans at the Centre
Design thinking starts with understanding the context in which design takes place. Understanding the cultural, social, and environmental factors that shape the design problem is important. Human-centric design means putting humans at the centre of design decisions. It’s about designing for people, not just for artistic expression or technical prowess. Effective design thinking can improve user experience by enhancing the usability and accessibility of a product while achieving business goals. The products should not only be beautiful to look at but also user-friendly, intuitive, and satisfying.
The Role of Long-Term Thinking in Good Design
Short-term thinking is the enemy of good design thinking because it can lead to hasty decisions, cutting corners or skipping essential steps. It's important to understand the long-term effects of design decisions to avoid design pitfalls. Companies that think and plan for the long term are more likely to achieve positive outcomes. Designers must also plan how a design will age and keep up with changing environments like shifting technologies and user habits. Examples of companies that prioritise long-term thinking in design is IBM. IBM has been a pioneer in design thinking, and because of their approach, they release products that are relevant to the current market and poised to benefit customers in the future.
Moving Beyond Idea Generation
Superficial design might be aesthetically pleasing, but it can easily miss the mark in delivering real solutions. Meaningful design, as the name suggests, goes beyond aesthetics and focuses on the impact on the user's life. Designers must consider the real-world context and how it can affect design decisions, especially when exploring ideas related to emerging technologies. Today, there is potential for design in various fields beyond idea generation. Speculative design is one area that offers exciting opportunities for designers. AI design is another field that presents a unique set of challenges. Successful design outcomes in these fields require designers and other experts, such as scientists and engineers, highlighting the importance of expertise in complementing creative thinking.
Design Thinking at the Corporate Level
Great design thinking starts at the top. Decision-makers must understand the critical role of design in achieving long-term business goals. They must include design in corporate strategy so it becomes a core business model component. Human-centricity must be at the centre of any long-term profit model, as customers feel more loyalty towards businesses that prioritise their needs. Companies that realise this are well on their way to becoming design-driven organisations.
Good design thinking is essential for businesses looking to grow and succeed in today's ever-changing market. When design thinking is embraced throughout an organisation, it leads to better user experiences, long-term business success, and a more loyal customer base. Companies that prioritise design thinking will be the ones that succeed in this highly competitive world. Let's put good design thinking at the forefront of our corporate strategy and achieve bigger and better things together.
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