With Innovation and creativity a demanding master to agencies, it pushes us to break the mould and inspire. This week Network look at whether Creativity can be taught?
We delve into the depths of Design thinking and look to see if this can be a catalyst for innovation.
So what is the crux of Design thinking all about?
Design Thinking attempts to inspire the essential element of creativity, the ability to take an abstract idea and create something with it. It is a social approach used to encourage depth analysis of a problem to collaboratively propose alternate and innovative solutions.
A big part of the Design Thinking concept involves empathy for those you are designing for. It’s often manifested through a series of activities, which attempt to create an experience of what or how your idea will ultimately be consumed.
By putting solutions into customers’ hands as soon as possible, it rapidly obtains feedback, and by refining prototypes according to customer preferences designers can get the products their customers want in the marketplace faster.
We believe progress starts with a deep understanding of the customers. That’s why Design Thinking is a go-to method for building the products and experiences that the customer’s needs.
This human-centred methodology, coupled with a “fail fast” attitude, allows it to quickly identify, build, and test the way to success. It is a way to spend less time planning, more time doing, and, above all else, challenge it to see the world through the eyes of the customers at every step of the way.
A study by the London Business School found that for every percent of sales invested in product design, profits rose by an average of 3 to 4 percent.
One of the most notable examples of design thinking comes from FMCG giant, Procter & Gamble, who harnessed design thinking to inform product development for Oil of Olay.
After observing consumers in store, P&G realised that by targeting women over fifty, the skincare industry had overlooked a key segment: younger women in their thirties and forties. P&G then tested prototypes, pricing models and store displays with these consumers, ultimately leading to the launch of a new product range designed to meet consumer needs.
Have you had experience with Design thinking? We would love to hear from you…