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interacts with the customer and enhance his experience.
Optimisation and enhancements only go so far. A radical re-
look at the product or service through design thinking results
in innovation. For instance, no customer insight told Samsung
that customers were looking for a smart phone. Design
thinking radically changed the way phones are being used and
the large phablets and tablets came into being.
In today’s world, companies are dealing with extraordinary
levels of complexities and design thinking helps look at the
problem in totality. When customer or market needs change,
and changes happen very quickly, a new(user) customer
experience has to be created in tandem. More importantly,
in a technology-enabled, convergent world there is a call
for a global focus that makes it important to revisit existing
processes and align to new cultural mindset.
Today organizations are
increasingly applying design
thinking principles for
innovative process, building a
culture of innovation and for
collaborative problem solving.
goals remain, the way these goals are achieved are transformed
dramatically with design thinking. This is a marked shift
from product or service design to designing for the entire
organization. Today organizations are increasingly applying
design thinking principles for innovative process, building a
culture of innovation and for collaborative problem solving.
TheWow Factor in the Pursuit of
Design Thinking
Design thinking is gaining in popularity among large
organizations as well as nimble start-ups. The culture of design
seemingly a start-up culture, has turned out to be a success
for large organizations - despite the fact that one cannot look
around for quantitative ROI with design thinking. A company
can cut costs, optimize productions and improve the top-line
and bottom line with the same set of products or services.
However, when the same company relooks the way its
products help create a unique customer experience and aligns
its organization-wide processes to this experience, there surely
is an impact on the top line and bottom line over a period.
Design helps to relook and understand the way an organisation
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