Using Design Thinking method in a digital creativity process
Pretext
Anyone who has followed our posts, blogs, vlogs, publications and newsletters over the past few years will have noticed that we have repeatedly mentioned the tool of design thinking in a wide variety of contexts. Even former clients who are now reading this blog will vividly remember the many design thinking project workshops, the LoFi test models with selected test customers and the first attempts at new or transformed business models. Especially during the pandemic, when we were looking for new business models with some of our clients, design thinking experienced a boom. There is no doubt that we are among the most profound experts when it comes to the dynamic application of this creative, but also very practical tool.
What is Design Thinking?
Design thinking is a problem-solving approach that involves understanding the user, challenge, and creating solutions that are both innovative and viable. It is a method that has been widely used in the digital creativity process, as it helps to create user-centered solutions that are both innovative and practical. In this blog post, we will explore how design thinking can be used in a digital creativity process, highlighting the key steps and benefits of this approach.
The Basic Elements
The first step in using design thinking in a digital creativity process is empathy. This step involves understanding the user, their needs, and their challenges. This includes conducting research, conducting interviews, and observing users in their natural environment. By understanding the user, it is possible to identify the problems and challenges that need to be addressed.
The second step is defining the problem. This step involves synthesizing the information gathered during the empathy phase, and identifying the problem that needs to be solved. This step is critical as it sets the direction for the rest of the process and ensures that the solution addresses the right problem.
The third step is ideation. This step involves generating ideas and solutions that address the problem defined in the previous step. This can be done through brainstorming, sketching, and prototyping. The goal of this step is to generate a wide range of ideas, without evaluating them.
The fourth step is experimentation and testing. This step involves taking the ideas generated in the previous step and testing them with users. This can be done through user testing, A/B testing, and other methods. The goal of this step is to validate the ideas and solutions, and to identify areas for improvement.
The final step is implementation. This step involves taking the validated solution and implementing it. This can be done through development, launch, and ongoing optimization. The goal of this step is to ensure that the solution is successfully implemented and that it meets the needs of the user.
What we have learned applying Design Thinking in Transformation Projects?
One of the benefits of using design thinking in a digital creativity process is that it helps to create user-centered solutions that are both innovative and practical. By understanding the user, their needs, and their challenges, it is possible to create solutions that are tailored to their specific needs. Additionally, the iterative nature of design thinking allows for multiple rounds of experimentation and testing, which helps to identify and address any issues early on in the process.
Another aspect that we only learned over time in our project work with our clients was that design thinking is also an excellent tool for defining the reframing of the business model in the brave new world. This results in completely new options for our clients in the organization, personnel development and external communication, with a view to completely new target markets.
But we will return to the topic of reframing - a highly interesting aspect of our business model transformation projects - in a separate blog later in the year.
cover image of a kick-off meeting for a Design Thinking workshop in a project mission with a national oil & gas engineering company for process technology
A Fine Case Study: Redefining São Paulo's Coffee Culture - A Journey of Innovation with Design Thinking
Welcome to our blog part enriched by a real-world business case, where we explore the exciting transformation of a local coffee shop franchise chain in the bustling city of São Paulo, Brazil. The business case is already several years old, but has lost none of its topicality. Quite the opposite! Dear reader, if you are interested in more in-depth details of this truly extraordinary project mission, you will find a wealth of information in the following three links to the blogs and project reports.
Business Development Coffee Shop Franchise - Part One: Acute Crises Management
Business Development Coffee Shop Franchise - Part Two: Improve Brand Perception
Business Development Coffee Shop Franchise - Part Three: Transformation of client relationship & migration to digital business models
For our readers who speak German, we would also like to recommend the following link to a video that holistically summarizes the part of the transformation of the business model. The video was also used as a case study for teaching purposes in some executive programs in the German-speaking region in Europe.
COFFEE BREAK | Digitale Transformation eines Coffee Shop Franchise
And now, join us on this journey as we harness the power of Design Thinking to reshape a business of our client, enhance customer experiences, and drive growth in one of the world's most vibrant coffee cultures.
Introduction
In São Paulo, coffee is more than just a beverage—it's a way of life. However, amidst fierce competition and evolving consumer preferences, the coffee shop franchise chain has embarked on a mission to reinvent itself. Our project mission goal? To deliver exceptional experiences that resonate with our customers and set new standards in the industry.
cityscape of Sāo Paulo metropolis
The Design Thinking Approach
At the heart of our transformation is Design Thinking—a methodology that places empathy and creativity at its core. We're not just upgrading the offerings; we're reimagining every aspect of the business with the customers in mind.
Understanding the Customers
Through extensive research and customer engagement, we're diving deep into what our customers truly desire. From personalized service to innovative menu options, we're listening closely to ensure our offerings exceed expectations.
Ideation and Prototyping
Armed with insights, our team collaborates to brainstorm and prototype exciting new concepts. Whether it's a unique blend of coffee or a digital loyalty program, every idea is tested and refined to perfection.
Testing and Iteration
We believe in real-world testing - the famous LoFi-models. Piloting new initiatives allows us to gather feedback and adapt swiftly. This agile approach ensures that our solutions are not just good but exceptional.
Implementation and Beyond
As we roll out our finalized innovations, we're committed to supporting the franchisees and staff every step of the way. Training programs and ongoing collaboration ensure that the new vision becomes a reality across all locations.
Measuring Success
Metrics matter. We've set ambitious targets for customer retention, revenue growth, and operational efficiency. These indicators will guide our progress and validate our approach.
Anticipated Outcomes
Imagine a future where the coffee shops are hubs of creativity and community. We envision higher customer satisfaction, increased profitability, and a stronger foothold in São Paulo's dynamic coffee scene. At this point, however, it must be said that this part did not find its way into the new business model after the transformation. It was not due to issues such as costs or a possible market oversaturation of these service offerings. No, that was not the point. The whole franchise chain took a different but highly interesting turn through a very interesting merger with a national strategic investor in this market. In this new, highly integrative business model, the aspect of turning the coffee shops into “creativity hubs“ had no place yet. The future may look different.
co-working space Sāo Paulo
The Key Learnings
In São Paulo, coffee isn't just a drink—it's a passion. By embracing Design Thinking, we're not only redefining the business model of our client but also elevating the coffee experience for everyone.
Together, let's raise our cups to innovation and excellence.
Conclusion
In conclusion, design thinking is a powerful problem-solving approach that can be used in the digital creativity process. By following the key steps of empathy, problem definition, ideation, experimentation, and implementation, it is possible to create user-centered solutions that are both innovative and practical. The iterative nature of design thinking allows for multiple rounds of experimentation and testing, which helps to identify and address any issues early on in the process. Using design thinking in a digital creativity process can lead to more effective and efficient solutions that meet the needs of the user.
Thank you for joining us on this blog post about our exciting journey of transformation. Stay tuned for more updates as we continue to reshape and transform business models in Brazil and beyond with Design Thinking as our guide.
We invite you to follow our blog as we document reorganization, business model transformation and business development projects executed in Brazil, Spanish-speaking South America and Mexico/USMCA . From behind-the-scenes insights to success stories, we'll share the highs and lows of our Design Thinking adventures. It’s part of the the reframing of the brave new world rising on the horizon.
Disclaimer
Client names are not disclosed in any iMB publications. This is a promise to our clients and an integral part of the project contracts. On individual request and after explicit consultation with the client, names may be passed on or direct contacts may be established.
