When we learn a new thing, we usually have several questions: What is it? Why? What's the use? How to use it? So what is DT? The teacher told us that timothy brown, CEO of IDEO, a well-known design company, defined design thinking as an innovative method to balance users' demands, technical feasibility and corporate profits. My understanding of this sentence is that DT is an innovative technology, a tool and a methodology, but for enterprises, innovation is not only the needs of customers, but also landing and ensuring profits. So it is the balance of the three. As for how to grasp this balance point, it depends on a choice made by various institutions in the actual process.
Why do enterprises need design thinking? The teacher talked about three points: 1) bringing subversive innovation to the enterprise; 2) Respond to more timely user feedback; 3)? Emerging Internet companies will provide better services. DT emphasizes people-oriented. Among the three reasons why enterprises need DT, the latter two are easy to understand. At the moment when the Internet is prevalent, any good thing or bad thing may spread with the fastest speed and the largest coverage, which will bring great influence to enterprises. Therefore, enterprises need to pay attention to users' feedback and needs and solve them. At the same time, the division of labor in all walks of life is becoming more and more detailed, and users' small needs in any link will be perceived and corresponding services will be provided. If the enterprise itself does not perceive and meet the needs of users, then this part of the market may be lost.
Then the first point, "bring subversive innovation to enterprises", why do you say so?
Nowadays, innovation is advocated everywhere, and enterprises hope to implement differentiation strategy. What they need to do is not only to learn from advanced benchmarking companies in the same industry, because only by benchmarking companies in the same industry can they replicate or update more refined and refined processes and operation management. If you want to be truly different from your competitors, you need to innovate. The key to innovation is creativity, and creativity comes from ideas. The traditional idea is to find out the demands, dissatisfaction, complaints and problems of customers in the process of using products or services on the basis of existing products and services, and carry out research and development, design, improvement and production to form new products or services. Logical thinking is used to consider the problem based on the present situation, that is, starting from the problem, finding the answer or solution to the problem belongs to left-brain thinking. Design thinking belongs to brain thinking. It changes the mode of thinking, becomes the role of the customer, and from the customer's point of view, explores the customer's daily activities, behaviors, habits, ideas, emotions, problems, surrounding environment and other aspects, discovers the hidden needs of customers, emphasizes the experience that customers finally yearn for, adopts a brand-new business model, realizes subversive innovations such as products and services, and finally realizes enterprise value and surpasses customers. Generally speaking, this may lead to unexpected results and obtain completely different products or services from others. Design thinking is a solution-oriented thinking form. It does not start from a problem, but from a goal or achievement (which can be said to be a bright future). Then, by paying attention to the present and the future, we will explore the changes of various related factors in the problem and find out the solutions. At ordinary times, we always emphasize customer-centered and look at the problem from the customer's point of view. Also from the customer's point of view, left brain thinking and brain thinking get completely different results. I think this should be the power of design thinking.
How to use DT to help us solve problems in our work?
We say that DT is an innovative way of thinking, and the essence of innovation is breakthrough, that is, breaking through the old thinking mode and the old conventional precepts. The most important thing is to meet the urgent needs of customers. But it just means that the thinking mode feels too empty, and we still need a set of methodology to streamline innovation and realize assembly line operation. Then the methodology given by DT is divided into five steps: these five processes can be realized with different tools.
1, * * *:
* * * Love can also be called empathy, empathy, completely from the customer's point of view. * * * The purpose of emotion is to identify the pain points and demands of users. The teacher said, "Love your problem, not your solution". I think this is the most important point in the love stage. To have sex is to let go of yourself and gain insight into customer needs.
Before the investigation, we need to do several preparatory work:
(1) Sort out the customer interest relationship diagram to understand the basic processes and relationships;
(2) Determine the research object and scope: A comprehensive research should not only take care of your general users, but also find relevant experts. Competitor analysis and interdisciplinary cases are also under consideration. According to experience, it is generally to choose 7 people (objects). In the interview, when you find that the target of the interview is extreme users (users with very good or very poor experience), you should pay special attention to digging deep, especially users with very poor experience, who are the key to our innovative ideas. If the needs of the ultimate users are met, then the average users will have no problem. Therefore, the positioning of our scheme design is: design for the ultimate users.
(3) The way of investigation: become a user to experience, experience with customers or do user interviews.
(4) Design your 10 questions in advance: in order to ensure that the interview will not be biased or miss some key points.
Matters needing attention in interview:
(1) In the actual interview, don't ask the questions in the questionnaire for the purpose, because you may find a very valuable point of user feedback in the interview, so continue to dig deeper along the questions. Method: 5 whys.
(2) During the interview, we should observe, listen and understand the emotions of the interviewee. In this process of listening, watching and observing, you must not make comments or use tendentious questions, but use more open-ended questions and record the original words of the interviewee during the process. Watch carefully. Sometimes, what you feel and see is far more important than what you hear.
(3) When understanding customer needs in interviews, we can consider them from three aspects: functional needs, emotional needs and social needs. Usually, we pay more attention to and solve only the functional needs, while ignoring the emotional needs and social needs, but often the functional needs are only superficial needs, not the most fundamental needs of customers.
2. Definition:
Definition refers to confirming the essential needs of users. How to confirm it specifically?
(1) Copy the original sentences answered by the interviewee, and sign a piece of paper for each sentence without any evaluation;
(2) Clustering all the original sentences can help us quickly sort out a lot of information and help us find important information. There is not only one dimension of clustering, but also a time dimension and a key node in the process.
(3) Find the value point and the explosion point (the explosion point refers to the result that the conclusion should be A under the original premise A, but it is actually B). Methods: After all the original sentences were clustered, the group determined the explosion point through discussion, voting and drawing the mental journey map. The teacher also provided a sentence with a definition sentence to help us find the value point better.
3. Imagine:
After defining the final needs of users, we entered the imagination stage. In the imagination stage, we use the method of brainstorming. The purpose of brainstorming is to let every member actively participate, offer suggestions, spread ideas and be unconstrained. Finally, we choose an innovative and feasible solution by voting.
4. prototype:
After you choose a solution, you should make a prototype quickly. Prototype design is to show your ideas and solutions intuitively, and the production process is to re-examine and iterate the solutions.
In the process of designing products or solutions, it is often necessary to communicate with users about various problems in developing and testing solutions. In the process of communication, communication with auxiliary media will be much more effective. Prototype, because the effect is close to the model, can give users a very intuitive feeling, thus greatly reducing the communication time in the communication process and reducing the difference between communication and reality with the help of prototype display.
5. Test:
After the prototype is made, it is necessary to find the end user to test and verify, get feedback from the user from four aspects, and iteratively improve the product or solution according to these feedback.
? Generally speaking, the problem-solving process of design thinking is a process of divergence, convergence, divergence and convergence. Back to my original question, I think I can answer it now: design thinking completes "people-oriented" innovative design through a set of tools and methodology. It is a mode of thinking that combines "humanity" and "innovation" closely. It digs the essence of the problem from the perspective of the end user, redefines the research direction of the problem, and discovers the potential needs of customers, thus realizing innovation. It does have great power, not only in work, but also in all aspects of our lives. Of course, to use DT skillfully, you need to practice it in your future work and life. I will use and promote it in my work in the future, so that more people can benefit!