Design Thinking for Sales - Learn the Principles of Design Thinking

What is Design Thinking?

• Design thinking is a creative problem-solving process used to find novel solutions to complex problems.
• It was originally used by city planners and architects to create urban spaces and buildings, but is now used by leading companies to create product solutions, services, experiences, and business models.

Core Principles of Design Thinking

• Design thinking is human-centered, focusing on the user and their needs before considering feasibility and viability.
• The design process begins with establishing empathy for the end user, understanding their needs, and defining the problem.

Research to Build Empathy

• Research involves spending time with end users, observing their experiences, and talking to them about their needs and goals.
• This research expands and deepens understanding of user needs, leading to insights that inspire novel ideas.
• It increases the likelihood that the solution will be adopted because it's anchored in the needs of the people who will use it.

Iterate on Ideas

• Once ideas are generated, the design team rapidly iterates on solution ideas while closely involving users.
• Rough prototypes are created, and users provide fast feedback, allowing the solution to evolve collaboratively.
• This approach reduces the risk of missing important solution features while ensuring adoption.

Benefits of Design Thinking

• Design thinking helps increase confidence in understanding the current state and providing new solutions that address desirability, feasibility, and viability issues.
• It's useful for solving complex problems, especially when people aren't clear on what the problem or opportunity is.
• Design thinking may not be necessary for simpler problems or when people are fixated on a prescribed solution.