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In an era where technology is rapidly advancing, it is tempting to view it as a universal remedy for a myriad of challenges. However, while technology has immense potential, it cannot solve problems by itself. The effectiveness of technology as a solution is influenced by several critical factors which could be overlooked by those adopting them. To harness the full potential of technology, it is crucial to consider these factors carefully. This article delves into these factors and examines how Design Thinking could serve as a better prerequisite than simply introducing technology.

Considerations for effective technology adoption:

Who are the users?

Understanding who the users are is fundamental to ensuring that technology solutions are effective. Users vary widely in their levels of tech-savviness and digital literacy. For instance, older adults often face significant barriers adopting new technologies due to limited exposure, physical limitations such as impaired vision or hearing loss, and sometimes a general reluctance to embrace new digital tools.

In an organisational setting, a technology that is suitable for one or two departments does not necessarily mean it should be adopted throughout the entire organisation. Different departments have unique functions, workflows and requirements. Technology solutions need to be customisable and flexible to meet the specific needs of different departments. A one-size-fits-all approach often falls short because it fails to address the unique challenges and workflows of each department.

 

Digital Maturity

Digital maturity refers to the level of understanding, integration and effective use of digital technologies by individuals and organisations. Organisations with low digital maturity can face extreme challenges if they attempt to leap from a low to an advanced digital maturity level without proper preparation. Such a drastic jump requires significant time for adaptation, integration of existing processes and systems, and extensive training for users.

A more pragmatic approach is to gradually transition from low to medium digital maturity, allowing users to adapt incrementally. Simplifying user interfaces and functionalities, offering comprehensive training programs, and providing continuous support and resources are essential steps in this journey.

 

Infrastructure and Environment

The effectiveness of technology also heavily depends on the surrounding infrastructure and environment. Robust infrastructure encompasses reliable electricity, high-speed internet, telecommunications networks, transportation systems, and space. Inadequate infrastructure can severely limit the deployment and utilisation of technology.

Large-scale technology installations, for example data centres, require significant physical space and specialised environments, including controlled temperatures and humidity levels to ensure optimal functioning of servers and other hardware. Additionally, the availability of necessary equipment and consistent maintenance is critical to sustaining the technological infrastructure.

 

Processes

Ideally, technology implementation should facilitate and streamline work processes without causing disruptions. However, this is often feasible only if the technology is fully customised to the specific needs of the respective processes. Given that many solution providers cater to a broad spectrum of products and clients, full customisation is rarely possible. As a result, organisations often need to redesign their processes to ensure that the technology adoption does not hinder the intended outcomes.

This process redesign requires a deep understanding of the technology’s capabilities and a strategic approach to ensure that the new process together with the technology is beneficial, enhancing productivity, saving time, and improving customer retention. The redesigned process also necessitates a period for users to adapt and familiarise themselves with the new workflows, which require the need for ongoing training and support.

How Design Thinking Can Help?

Design Thinking is a user-centred approach to problem-solving that can significantly enhance the effectiveness of technology solutions. It involves the users’ needs, ideating solutions, prototyping and iterating based on feedback.

Understanding users

Design Thinking starts with empathy, focusing on understanding the users’ experiences, challenges and needs. We conduct various activities such as interviews, surveys, and observations to collect qualitative data about how users interact. These findings will be key considerations in the development of the technology that truly addresses their specific requirements, leading to higher adoption rates and better user satisfaction.

Incremental adoption of technology

Design Thinking promotes iterative development, allowing organisations to gradually enhance their digital maturity. Prototypes and pilot programs can be tested with users, providing valuable feedback that can be used to make incremental improvements. This approach reduces risk associated with large-scale technology shifts and ensures a smoother transition for users.

In addition, comprehensive training programs are essential to ensure users understand and are comfortable with the new workflow. Change management strategies, such as clear communication, involvement of key stakeholders, and addressing resistance are crucial for successful adoption.

Infrastructure integration

By involving stakeholders from various sectors or departments (e.g. IT, facilities management, customer service, logistics, etc.) in the design process, Design Thinking ensures that all infrastructure and process needs are considered. This holistic approach can lead to more robust and resilient technology solutions that are well supported by the necessary infrastructure.

Process redesign

Process redesign sums up the previous considerations mentioned earlier, user understanding, incremental adoption and infrastructure integration. Design Thinking encourages a holistic view of the users, processes and the system, identifying all interactions, touchpoints, needs and challenges across the organisation. When redesigning processes, this methodology ensures that the new workflows are continuously tested and refined based on user feedback. This iterative process helps to create more efficient, effective and user-friendly processes that leverage technology to its fullest potential.

 

In conclusion, while technology has the potential to solve many problems, it cannot do so in isolation. The effectiveness of technology solutions depends on a thorough understanding of users, a gradual yet strategic approach to increasing digital maturity, robust infrastructure, and well-integrated processes. Design Thinking provides a valuable framework to address these considerations, ensuring that technology solutions are not only innovative but also practical and user-centred. By incorporating empathy, iterative development, and continuous feedback, Design Thinking can help develop and implement technology solutions that can truly impact the users and organisations positively.

What do Design Thinking and boxing have in common? Surprisingly, more than you might think. As an Experience designer who has been boxing recreationally for the past two and a half years, I have discovered surprising parallels between these seemingly unrelated practices. In this article, I will share 3 key principles from boxing that have refined my approach to Design Thinking and my daily life.

 

Slow down to move fast

When watching boxing videos on social media, we usually see boxers executing long combinations with agility and fluidity. These videos are captivating to watch and sparked my interest in boxing. However, I learned that none of those boxers started out boxing this way. The key to being fast in your movements is slowing down each step to ensure the right technique. A boxer works on their speed only after perfecting their technique

This principle translated to the way I used Design Thinking. With pressure from tight deadlines, it is common to rush through the Design Thinking stages to arrive at solutions quickly. However, I have discovered that deliberately taking the time to go through each stage of the process thoroughly, results in better outcomes. Deliberately slowing down at certain checkpoints during a project allows me to reflect on the situation and ensures that I prioritise my time on needed steps effectively. This ultimately speeds up the overall design process as each stage is more thoughtfully executed.

 

Stay calm under uncertainty

Sparring with another boxer is inherently unpredictable. Each sparring partner is different, with different skill sets and fighting styles. Learning to stay calm under pressure from a barrage of punches and adapt to rapidly changing situations is crucial to being a good boxer. This ability to maintain composure and clarity in the face of uncertainty has been invaluable in my Design Thinking approach.

Design projects often involve navigating ambiguity and complex challenges. Staying calm under uncertainty allows me to approach these challenges with a clear mind, making thoughtful and informed decisions. Instead of becoming overwhelmed by the unknown, I focus on taking things one step at a time. This approach enables steady progress even when faced with uncertainty.

 

Trusting the process

Boxing training has its highs and lows. You will inevitably have challenging moments such as progressing slower than expected or having setbacks due to injuries. Trusting the training process, staying committed, and believing in incremental improvements have been essential to my growth. This mindset has greatly influenced how I approach Design Thinking.

Design Thinking requires patience and persistence, as the best solutions often emerge through continuous refinement. Trusting the design process means embracing each stage fully and understanding that every step, even setbacks, contributes to the outcome. This trust fosters resilience and perseverance which enables me to push through challenges and stay focused on the end goal.

 

Boxing has taught me many valuable lessons that have made me a better Design Thinker. Slowing down to move fast reflects the importance of intentionally going through each stage to achieve better quality outcomes. Staying calm under uncertainty allows for better decision-making and adaptability in the face of complex challenges. Trusting the process fosters the patience and perseverance needed to push through setbacks and stay committed to the journey. 

These principles have not only made me a better boxer but also a more effective Design Thinker. Sometimes, the most unexpected activities can have more in common than you might think.

 

Shared by Syam Hussain, Experience Designer.

Running a business is widely recognized as challenging, with the average startup lasting only about five years. While starting a business might seem straightforward, maintaining it proves to be the true test, a reality faced even by large multinational corporations.

Consider this: nearly 90% of the companies on the 1955 Fortune 500 list have either gone bankrupt, merged, been acquired, or dropped out of the rankings. However, the few companies that have retained their Fortune 500 status for the past 69 years showcase how design thinking and innovation are crucial for business growth.

This approach not only helps established companies but also propels new entrants to the Fortune 500, demonstrating that a design-centric strategy is key to sustained success and adaptability in a dynamic market.

As Alan George Lafley, former CEO of Procter & Gamble (P&G), aptly puts it: “Great design tilts the playing field. It creates breakthroughs that define markets, drive profits, and inspire culture.” This underscores the importance of embracing innovation and design thinking as essential elements for the growth and longevity of any business.

THE IMPACT OF DESIGN THINKING AND INNOVATION ON BUSINESSES

Design Thinking Leads to Superior Products and Services

Design thinking is a human-centred approach that allows businesses to gain valuable insights from real customer behaviours and identify problems at their root cause to develop effective solutions. While some may argue that the Research and Development (R&D) department fulfils that role, combining R&D with Design Thinking can further optimise product experience and customer satisfaction.

By using design thinking principles such as empathising with users, defining problems, ideating, prototyping, and testing, businesses can create solutions that truly resonate with customers, resulting in innovative products and services that stand out in the market.

Design thinking encourages companies to take a different perspective: to look at the context around their products and services and consider how they fit into the lives of their customers. This allows companies to speak to the heart of customers, addressing their hopes, needs, and challenges. As such, companies can design products and services that actually meet customers’ needs. By doing so, customer satisfaction and loyalty are enhanced, resulting in repeat purchases and increased revenue.

For instance, P&G’s in-depth research revealed that 80% of Indian consumers washed their clothes by hand, facing a choice between mild but ineffective detergents and strong but irritating ones. P&G developed Tide Naturals in response, providing effective cleaning without skin irritation and pricing it 30% lower than harsher alternatives. This strategic move significantly boosted Tide’s market share in India.

Fostering Innovation and Competitive Edge

Design thinking fosters innovation and helps maintain a competitive edge by encouraging out-of-the-box thinking and proactive problem-solving. 

Netflix has consistently utilised design thinking to become a leader in its industry. Initially, Netflix’s main competitor, Blockbuster, required customers to visit physical stores to rent and return DVDs, causing significant inconvenience. Netflix revolutionised the movie rental industry by mailing DVDs directly to customers with a subscription model, removing this hassle.

Netflix’s true success lies in its continual innovation. As DVDs began to decline in popularity, Netflix introduced an on-demand streaming service, staying ahead of market trends and eliminating the wait time associated with DVD rentals. In 2011, Netflix further demonstrated its commitment to design thinking by addressing the demand for original, compelling content not available on traditional networks. By 2016, Netflix enhanced user experience by incorporating short trailers into its interface.

Each of these advancements was driven by customer insights and a robust design thinking strategy, showcasing how understanding and responding to customer needs can lead to sustained success.

Reducing Costs

Design thinking can also lead to significant cost savings. With deep customer insights, businesses are able to allocate resources more effectively, preventing any waste of time, money, labour, and materials on unsuccessful solutions. The design thinking process of prototyping, iteration, and validation allows businesses to identify problems early, streamline development, reduce risks, and ensure final products meet market demands.

For example, when Oral-B aimed to improve their electric toothbrush, their initial plan was to incorporate a variety of features such as tracking brushing frequency, monitoring gum health, and playing music. However, after conducting thorough user research and interviews, it revealed that providing such detailed data regarding their hygiene habits would only increase anxiety for the users. Consequently, the development team shifted their focus to making the toothbrush more convenient to charge and simplifying the process for ordering replacement heads. This strategy enhanced the user experience without adding unnecessary complexity.

Promoting Team Collaboration

Design thinking, despite its name, is not limited to designers only. Anyone can be a design thinker. It promotes cross-disciplinary collaboration, breaking down silos to leverage diverse perspectives. It encourages stakeholders from various departments to engage collectively in solving complex problems and driving innovation.

A great example would be 3M, their innovation culture provides a diverse range of centres and forums designed to cultivate practical ideas, transforming them into opportunities with the necessary support and resources for success. Their scientists conduct fieldwork to observe customers and identify their challenges. Additionally, customers visit Innovation Centers specifically established for exploring possibilities, solving problems, and generating new product ideas. Scientists also exchange knowledge and build relationships at the Technical Council, which meets periodically to discuss technological project progress, and the Technical Forum, an internal professional society where 3M scientists present papers—both of which are key to 3M’s innovation efforts.

Notable innovations like the Post-It note originated from such collaborative work, exemplifying how design thinking fosters creativity and innovation. Arthur Fry, a 3M employee, who attended a Technical Council meeting where Spencer Silver discussed his attempt to create a super-strong adhesive for aerospace applications. Instead, Silver accidentally developed a weak adhesive, which he referred to as a “solution without a problem.” Fry, who sang in a church choir, faced the persistent issue of losing his bookmark in his hymnbook. He realised that Silver’s adhesive was perfect for bookmarks as it was reusable and left no residue. Fry secured funding to develop a product from Silver’s accidental discovery, leading to the creation of the Post-It note.

 

Design thinking is a powerful catalyst for business growth, transforming product development, innovation, and organisational dynamics. As some of Fortune 500 companies demonstrate that integrating design thinking into business strategies enhances customer satisfaction, increases revenue, and sustains a competitive edge. By prioritising empathy, creativity, and collaboration, businesses can exceed customer expectations, fostering loyalty and long-term success.

As Lafley, former chairperson of P&G, aptly states, “If we won with consumers, and consumers love our brands and product line, the financial results would come eventually.” As the business landscape continues to evolve, embracing Design Thinking will be essential for companies seeking to thrive in an increasingly complex and competitive environment.

References

Brown, Bruce, and Scott Anthony. 2011. “How P&G Tripled Its Innovation Success Rate.” Harvard Business Review. June 2011. https://hbr.org/2011/06/how-pg-tripled-its-innovation-success-rate.

Govindarajan, Vijay, and Srikanth Srinivas. 2013. “The Innovation Mindset in Action: 3M Corporation.” Harvard Business Review. August 6, 2013. https://hbr.org/2013/08/the-innovation-mindset-in-acti-3.

Han, Esther. 2022. “5 Examples of Design Thinking in Business.” Business Insights Blog. Harvard Business School. February 22, 2022. https://online.hbs.edu/blog/post/design-thinking-examples.

Hossein Ebrahimi. 2019. “1 a Design Thinking Approach to Putting the Customer First a G Lafley on Embracing Customer Empa.” YouTube. June 3, 2019. https://www.youtube.com/watch?v=5G-Ta2NczAA.

Northwestern University. 2010. “Cindy Tripp: How P&G Is Using Design Thinking as a Competitive Advantage.” YouTube Video. YouTube. https://www.youtube.com/watch?v=Co8BAz5LOOk.

Perry, Mark. 2021. “Only 52 US Companies Have Been on the Fortune 500 since 1955, Thanks to the ‘Creative Destruction’ That Fuels Economic Prosperity.” American Enterprise Institute – AEI. June 3, 2021. https://www.aei.org/carpe-diem/only-52-us-companies-have-been-on-the-fortune-500-since-1955-thanks-to-the-creative-destruction-that-fuels-economic-prosperity-2/.

R, Aswatha. 2023. “How Does Design Thinking Help in a Business?” APEX Global. August 3, 2023. https://www.apexgloballearning.com/blog/how-does-design-thinking-help-in-a-business/#F_Team_collaboration.