Last week, we began a series of posts on the traditional creativity methodology called Design Thinking. Though many professors have enhanced the design thinking process, I prefer a simplified model. Keeping design thinking simple with just two steps makes it easily applicable to every business, including small businesses and entrepreneurs testing out new ideas. Last week, we discussed the initial step: Identify. This week, we dig into the second step: Solve. See the attached figure for how the steps and mini-cycles fit together to aid creativity.
Solve
At some point, you’ll have enough information to move on from discover and define. You’ve got a good sense of the customer’s problems and you can articulate the issue concisely. You have, at least, a fuzzy idea of how your company can provide a product, service, or application to address the customer’s needs.
While skipping identification of customer needs is a number one mistake in business, a close runner-up (in my experience) is to jump to a solution too early. Of course, you have empathy for the customers and their needs. Of course, you want to help them. Of course, you have the “right” answer.
Or do you?
In my experience working in innovation management for almost twenty years, I’ve observed a lot of innovation teams jump to a solution through a fixed mindset. Design thinking demands a growth mindset. In fact, creativity studies show that the first ideas generated are probably the worst ideas. Why? Our brains automatically try to reduce risk, and we rush to generating “safe” solutions.
A “safe” solution is rarely disruptive. These are often “me too” products or services that fail to differentiate your unique business opportunity. Next generation products do more of the same, are bigger, and only customers buy more of what they’re already buying. These sustaining inventions typically don’t address the customer’s real needs.
Create
In my opinion, the create step of solving a customer’s problem is one of the most fun. This is the time and place where you and your business team go wild. We say, “yes” and “maybe” to every crazy idea!
Standard brainstorming is an option, but based on results, I prefer different ideation tools in the create phase of design thinking. Brainwriting is a favorite as are mind-mapping, role playing, and visualization. The goal of ideation is to generate as many product and feature ideas and concepts that might address the customer’s needs. High score wins!
There will definitely be some duds in the mix. That’s okay and expected. However, by pushing beyond what’s obvious, you will find new product and benefit relationships, and new features to help your customers. In addition to the duds, you may well find some gems.
Test
As they say, ideas are only worth the paper they are written on. When you have generated a cluster of concepts or a specific feature, it’s time to test them. There are several goals in prototyping.
- Do customers show interest in this particular product or service solution?
- Can you manufacture it?
- Is it cost effective?
- What can be improved in the next design thinking cycle?
Keep in mind that you aren’t required to prototype the entire new product or service offering. Within your existing business, you can offer a small piece of your new concept at a reduced sales price. With tracking and monitoring, you’ll gather data on customer purchase intent. This information feeds your solve design thinking cycle, ultimately driving back to discovery and accurate definition of customer needs (identify step).
Use Simple Design Thinking to Grow Your Business
Like many process, design thinking has grown into a somewhat rigid system in which “experts” want to advise you on the proper way to engage in the process. I prefer a simple approach. Design thinking is a tool that drives customer empathy and helps businesses of all sizes to identify and solve customer problems. Honestly, it’s really not more complicated than that.
Use the identify cycle to discoverand define customer needs. Switch into the test mode when you have one or more pretty good (but not perfect) ideas from the create phase. Iterate and iterate, all the while building an ongoing relationship with your existing and potential customers. By deploying the design thinking cycle, you demonstrate empathy with consumers and end-users.
Finally, one last hack for the busy entrepreneur. You can informally apply design thinking to any problem you face. My vacation? After defining a need for a “learning” vacation, I created an idea to find an educational cruise where I can immerse myself in a special interest. I’ll let you know when I book the cruise to “test” it!
One thing is for certain, though. Any vacation solution will lead me back to iterating the next one in the design thinking cycle.
How can you use design thinking in your business to identify and solve customer needs?
