Driving Digital Disruption, Part 1: Innovative Design Thinking

Sutherland Editorial

In today’s market, disruption is a driving force of change behind how companies operate, how they compete, and ultimately, how they boost their bottom line. Design thinking is the first step in tackling disruptions.

Design thinking is a methodology for diagnosing and solving business problems.

The benefits:

  • Promotes innovation that results in value for customers
  • Helps company’s thrive in today’s digitally disrupted business environment
  • Blends logic and intuition, imagination with systemic reasoning
  • Engages organizations across disciplines to reimagine end-to-end operations through an iterative design process

The result: Transform customer pain into customer delight.

The methodology has three phases:

1. DESIGN must be based on learning deep insights to see business through the eyes of the customer
Conduct research including ethnography, surveys, interviews, etc., to uncover deep insights about the people, behaviors, and cultural factors in a natural customer setting. Closely examine the customer interactions through customer journey mapping, identifying points of confusion, sentiments, motivations, and expectations for each touchpoint. Understand specific customer problems and pain points, and identify areas where the potential for empathy and improved responses can lead to more positive experiences.

2. DEVELOP end-to-end solutions that untangle complexity while transforming the customer journey
Break down organizational silos and geographical barriers that once prioritized functional business needs ahead of their customer’s needs. Engage cross functional business stakeholders to take a holistic perspective of the business and its impact on customer experience.

Envision the customer journey, considering the systems and processes behind each experience.

Nurture a culture of creativity. Brainstorm, explore alternatives and disrupt norms. Reimagine new approaches that engage customers. Align execution for customer experience innovation.

3. DELIVER new approaches that transform customer experiences anywhere in the world
Successful delivery strategies give customers what they want, when they want it, in the channel they prefer, and make it as easy as possible. Given the speed by which customer preferences change, it is important to design delivery strategies that do not stop at initial solution design. Change must be managed at a quick, iterative process in response to shifting customer and business requirements.

Leveraging design thinking, cultivates an environment that understands change is an iterative process. New approaches may not take shape in the right way the first time. Harvest the new ideas and test them to understand what works, and what doesn’t. Smooth out disjointed processes, devices, departments or along the omnichannel. Untangle complexity, refine, and rebuild….and maybe rebuild again until you have achieved the seamless, differentiated customer experience that delights.

Up Next? Driving Digital Disruption Part 2: Digital Strategy Centered on Customer Experience