Earlier this month we were in Portland, Oregon, attending Delight 2015: a conference about creating experiences people love. Presenters from the likes of Intuit, Airbnb and Zappos shared their approach to the topic and how it all begins with a little something called “design thinking.”
Design thinking is a type of problem solving that focuses on three components:
- A deep customer empathy
- Creating many, many ideas and then narrowing them down
- Rapid experimentation with customers
It’s about enlightened trial and error and rigorous testing vs. failure avoidance. It’s going in with an open heart and falling in love with the problem instead of falling in love with the solution — which can be a hard pill to swallow for those of us who love to problem solve.
Design thinking is the foundation of a great customer experience because it enables conversation, discovery and an element of surprise. When customers experience this positive emotional response, they buy more and tell others about their experience too. It’s a marketer’s dream.
But how do you make that dream a reality for your business?
- Detach yourself from personal goals and specific outcomes.
- Don’t let the phrase “but we’ve always done it that way” enter your vocabulary.
- Base your decisions on what will create the most delightful end result and not on what is easiest or cheapest to execute.
The next time you are presented with a problem, apply the principles of design thinking, be open to discovery and create something delightful.
October 19, 2015 | Culture