Design Thinking in 90 Seconds
Summary
TLDRDesign strategy involves empathizing with customers by observing their real-life behaviors and conducting open-ended interviews to uncover their true needs. Instead of asking customers what they want, designers immerse themselves in the customers' world to gain insights and brainstorm solutions. An example is an Australian supermarket chain that created an in-store milk dispenser with old-style glass bottles, offering high-quality milk and connecting customers with the origins of their produce. This approach delights customers and differentiates the store, illustrating the power of designing with empathy and insight.
Takeaways
- π€ Design strategy involves thinking from the customer's perspective to create solutions that meet and exceed their expectations.
- π£ Empathy is crucial in design strategy; it's achieved by observing customers in real-life scenarios and through open-ended interviews to understand their actions and needs.
- π Observing rather than asking is key to uncovering non-obvious insights because people may not always know what they want.
- π Immersion in the customer's world helps to identify their needs, gains, and pains, leading to more effective design solutions.
- π‘ The design strategy process includes ideation, brainstorming, prototyping, and MVP development to quickly test and refine ideas.
- π Prototyping involves creating a Minimum Viable Product (MVP) to gather customer feedback and iterate on the design.
- π The design strategy starts with understanding the customer and then offers a solution, rather than starting with a solution and trying to fit it to the customer.
- π An example of successful design strategy is an Australian supermarket chain that created a unique in-store experience by observing and empathizing with customers.
- π₯ The supermarket chain's innovative idea of an in-store milk dispenser with old-style glass bottles provided a connection to suppliers and a unique shopping experience.
- π This experience not only delighted customers but also benefited suppliers by allowing them to receive a better price for their high-quality milk.
- π The design strategy's success lies in its ability to connect with customers on a deeper level, engaging their hearts and minds.
Q & A
What is the primary focus of design strategy according to the transcript?
-The primary focus of design strategy is to think differently by empathizing with customers, observing their real-life scenarios, and designing solutions that not only fit but also delight their needs.
Why is it important to observe people in real-life scenarios rather than just asking them what they want?
-Observing people in real-life scenarios is important because it uncovers what people actually do, which may differ from what they say they want. This approach helps in discovering non-obvious insights into customer needs and behaviors.
What does the transcript suggest about the process of immersing oneself in the customer's world?
-The transcript suggests that immersing oneself in the customer's world helps in understanding their needs, gains, and pains more deeply, which is essential for developing solutions that truly resonate with them.
What is the role of brainstorming in the design strategy process as described in the transcript?
-Brainstorming plays a crucial role in the design strategy process by generating multiple solutions for prototyping. It encourages creative thinking and the development of an MVP (Minimum Viable Product) of ideas in the shortest possible time.
How does the transcript illustrate the importance of taking prototypes back to customers for feedback?
-The transcript illustrates the importance of customer feedback by showing how prototypes are taken back to customers to ask for their thoughts. This iterative process helps refine the design strategy and ensures the solutions meet customer expectations.
What is the significance of starting with the customer and then offering the solution in design strategy?
-Starting with the customer ensures that the design strategy is customer-centric, focusing on their needs and experiences. This approach leads to more effective and relevant solutions compared to starting with a solution and trying to fit it to customer needs.
Can you provide an example from the transcript of how design strategy led to a successful in-store experience?
-An example from the transcript is an Australian supermarket chain that designed an in-store milk dispenser with old-style glass milk bottles. This idea delighted customers, connected them with the suppliers, and was successful across stores.
How did the supermarket chain use customer empathy to develop a unique in-store experience?
-The supermarket chain used customer empathy by following customers around, interviewing them, and observing in-store behaviors. They discovered that customers wanted to feel more connected with the suppliers of their produce, leading to the idea of the in-store milk dispenser.
What was the outcome of the in-store milk dispenser idea for both customers and suppliers?
-The in-store milk dispenser idea resulted in a delightful customer experience, allowing them to see details of the cows and farms that produced the milk. For suppliers, it led to receiving a better price and a unique way to connect with customers.
What alternative outcome might have occurred if the supermarket chain had simply asked customers what they wanted?
-If the supermarket chain had simply asked customers what they wanted, they might have received responses like 'cheaper produce,' which would not have led to the innovative and engaging in-store experience that they ultimately created.
How does the transcript emphasize the importance of connecting with customers' hearts and minds through design strategy?
-The transcript emphasizes the importance by showing that the successful design strategy goes beyond functional needs and taps into emotional connections. The in-store milk dispenser example demonstrates how a unique experience can excite customers and create a lasting impression.
Outlines
π Understanding and Empathizing with Customers
Design strategy involves thinking differently by putting yourself in your customers' shoes to create solutions that meet and exceed their needs. This approach requires empathizing with customers through real-life observations and open-ended interviews to uncover what they actually do, rather than just what they say they want. Immersing yourself in the customers' world helps you understand their needs, gains, and pains, leading to non-obvious insights.
π‘ Ideation and Prototyping
After empathizing with customers, the next step is to brainstorm solutions and build a Minimum Viable Product (MVP) quickly. Prototypes are then taken back to customers for feedback. This iterative process ensures that design strategies start with the customer and then develop the solution, not the other way around.
π Case Study: Australian Supermarket Chain
An Australian supermarket chain wanted to create a unique in-store experience to differentiate from competitors. By observing and interviewing customers, they discovered a desire for a stronger connection with produce suppliers. This insight led to the creation of an in-store milk dispenser with old-style glass bottles, allowing customers to fill bottles with high-quality milk and learn about the farms and cows that produced it. This experience delighted customers and proved successful across stores, demonstrating the power of empathy-driven design.
π Connecting with Customers
The supermarket's success with the milk dispenser illustrates how empathizing and observing customers can lead to innovative solutions that excite and engage them. Rather than asking customers directly what they want, which might result in generic answers like cheaper produce, the immersive approach uncovered deeper desires, connecting with customers' hearts and minds to create a unique and successful story.
Mindmap
Keywords
π‘Design Strategy
π‘Empathy
π‘Observation
π‘Minimum Viable Product (MVP)
π‘Prototyping
π‘Customer-Centric
π‘Innovation
π‘Storytelling
π‘Feedback
π‘Unique Aging
π‘Brainstorming
Highlights
Design strategy involves thinking differently and empathizing with customers.
Observing real-life scenarios and open-ended interviews uncover non-obvious insights.
People may not know what they want, so observation is key to understanding their needs.
Immersion in the customer's world is crucial for defining non-obvious insights.
Brainstorming solutions leads to the creation of an MVP for rapid prototyping.
Prototyping allows for customer feedback on ideas in the shortest possible time.
Design strategy starts with the customer's needs before offering solutions.
An Australian supermarket chain used design strategy to enhance in-store experience.
Customers desired a connection with suppliers and a unique in-store experience.
An in-store milk dispenser with old-style glass bottles was a winning idea.
The milk dispenser allows customers to see details of the cows and farms.
The innovative experience delights customers and has been successful across stores.
Asking customers directly might have led to a demand for cheaper produce.
Empathy and observation led to an idea that excites customers and connects with their hearts and minds.
The design strategy resulted in a unique aged experience by connecting with customers.
The supermarket chain's approach sets them apart from competitors.
Suppliers receive a better price through the innovative in-store experience.
Transcripts
design strategy is about thinking
differently putting yourself in your
customers shoes to design solutions that
not only fit their needs but delight
them by empathizing through observing
people in real-life scenarios like
shopping or through open-ended
interviews to uncover what people do
rather than what they want because if
you ask people what they want they don't
necessarily know by immersing yourself
in your customers world you can
understand their needs gains and pains
how one empathize immerse yourself in
your customers world to define the
non-obvious insights three id8
brainstorm solutions for prototype build
an MVP Minimum Viable Product of ideas
in the shortest possible time then take
those prototypes back to your customers
and ask what they think design strategy
starts with the customer then offers the
solution not the other way around for
example an Australian supermarket chain
wanted to design a unique engaging in
store experience to further set them
apart from competitors so we followed
their customers around interviewed them
and watched what was happening in store
over a considerable period customers
wanted to feel more connected with the
suppliers of their produce and in-store
experience they couldn't find elsewhere
one of the winning ideas was an in-store
milk dispenser with old-style glass milk
bottles
customers filled the bottles with single
origin high quality milk they can see
details of the cows and farms that
produced it with assurance the suppliers
receive a better price this experience
delights customers and is very
successful across stores if we had asked
what customers wanted they probably have
said cheaper produce but by empathizing
living and observing we developed an
idea that not only excites customers but
gives the story unique aged by
connecting with customers hearts and
minds
[Music]
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