Unpacking Design Thinking: What it means, why it matters and its relevance to Branding | SPX Lab

Gone are the days when aggressive advertising brought a stream of customers to your door.

Today the Information Age is empowering customers through easy access to information along with the tools to make considerate buying decisions. That being said, it is crucial for companies to offer products & services that truly meet the ever-changing needs of their customers.

This trend will only continue to gain momentum as the information available to customers increases. Hence, adopting a “customer-centric” approach to products and service offerings will be, and already is, a crucial element of a company’s success. ( Su, B. 2017)

But taking on a customer-centric approach requires an in depth understanding of customers’ pain points and desires to be able to craft a product or service that is directly tailored to their needs. Here, design thinking can make all the difference.

What is design thinking?

Design thinking is a human-centric approach to solving problems. Combining extensive collaboration with strategies such as surveying, mapping customer journeys, concept creation and prototyping, design thinking enables the creation of a “viable business strategy that can convert into customer value & market opportunity” ( Brown, T. 2008).

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Originally published at www.spatial-experience.com on July 17, 2019.