The value of design has broken out of the physical confines of fashion, architecture, industrial manufacturing and the ilk, and is no longer solely concerned with the aesthetic. Good design is now widely acknowledged as essential within the complex contexts of contemporary living from user interfaces to holistic customer experiences and entire social systems.
Design thinking, and user-centred design or human-centred design tools and methodologies, focus on the emotional experience of the user and use creative rather than analytical approaches to problem solving. The outcome is that our interactions with the technologies and systems that pervade our lives are redesigned so as to become simple, intuitive, acceptable, even delightful.
When there is no longer any real distinction between business strategy and the design of the customer experience, innovative companies understand that design thinking is a core capability for achieving their innovation and digital transformation goals.
In the twenty-first century, design tools and methodologies are essential to:
- frame the right challenges
- develop genuine customer empathy
- capture insights that inform valuable propositions
- rapidly prototype possible solutions
- solve for real and valuable customer issues