Design Thinking – The New Innovation Strategy

Today we are living and doing business in complex modern technology driven environment. There are various types of complexities, in different forms and faces, and in this volatile environment, business need to experiment with different approaches to thrive. They not only need to understand the complex technologies but also make sense to start using the same for their benefit. We are seeing a massive transformation across the business world – where they are applying the principles of design to the way people work. They are investing in design to get to the top of the trend to deliver more value to their customers.

sticky notes illustration

How Design is playing a critical role in modern business environment? What is this Design Thinking? What is so great to think like a designer? You may have many more such questions.

Although Design is most often used to describe an object or end result, Design in its most effective form is a process, an action, a verb not a noun.  It is a powerful thinking tool that can drive a brand, business or an individual forward positively.  It’s a protocol for solving problems and discovering new opportunities to achieve extraordinary results. 3M and Apple were companies on the brink of failure- but they proceed to adopt an innovative culture through design thinking to achieve amazing records of success.  Design thinking will allow companies and startups to innovate and explore opportunities, based on unmet consumer needs and understanding of the situation.


Have you seen your newspaper? What difference do you see in the newspaper that was delivered 10 yrs ago and now? It’s not only news these days it’s about awareness as well. One of the travel newspapers was offering to publish the picture reader would share from their personal travel experience. With digital media growing these companies had tough time generating revenues. So they innovated. They gave the consumer something extra. The point I am about to discus here is how design thinking can help to solve the problem of finding the new blue ocean for many companies.

Let’s talk little more about the foundation of Design Thinking:

Integrate your thinking – think ‘HOW’


The principles of design thinking have got to do with the way we think about problem solving. We spend most of our educational experiences through school and colleges where we are taught to think convergently. To take the best out of the available set of choices and to converge on that choice and execute. What design thinking does is to encourage us to think divergently. To create new choices that hasn’t existed before and then apply those. Design thinking is about thinking in a holistic way where desirability can meet the needs and viability to develop a workable solution.

We should have a varied perspective to each problem to solve and come up with an innovative solution. How can we have that – by questioning. Like my kid keeps asking me “Mumma why, but why and why” until he gets the clear and easy answer which makes sense to him or the one he finds beneficial. They key is DEFINE ‘WHY’ – Defining the right problem you are trying to solve. We may fall into the trap of solving the problem the same way, every time, but Design Thinking helps us get multiple perspectives by working in a team to yield richer results.

It’s like wearing the designer hat on to take advantage of the technology and deliver value to the clients in an innovative way.

A tool for simplifying – Emotional Connect

Hand writing Smiley on the Customer  - Customer Retention

Design Thinking wants us to focus on the users/clients/customer not on the technology first. What are their needs and wants? What makes their life more fruitful? It’s all about customer’s desires, aspirations, engagement and experiences to describe the value proposition of the product or services before the technical requirements.

Design Thinking is all about the feeling — The latest example is Big Basket online grocery store. What they did that worked for them is they realized that today’s time strapped professionals find it not only hassling but also cumbersome to go shop in the market with traffic and parking becoming worst each day. And that’s something we all have to do daily, alternate days or weekly. So to save their time they came up with online grocery shopping. This might not have been discovered unless they understood what the customer needs. The secret for their success is exceptional customer focus – Offers same-day delivery across a city, 99.3% on time delivery, 99.5% order fill rate and a no questions asked customer return policy. Also compensates a customer every time it is not able to deliver on its promise. Continuously innovating with the help of technology, Big Basket has both android and iOS mobile apps which allow customers to order groceries on the go. They want you to sit at home watching IPL, listening to music, helping your kid to homework or anytime when you get time to order and get groceries at your doorstep. And to top it all, look who’s the bigbasketeer – Shahrukh Khan.


There are numerous other examples – Panasonic TVs with integrated internet, HDFC Insurance artificial limb ad which focuses on touching the emotional chord of the audience.

Be ready for some bumps


It’s not going to be a cake walk, the design thinking methodology requires a lot of trial and error, with iterations along the way. The point is not to get it right at the very first try, but rather making use of design principles to understand which options are or not viable, and proceeding with the ones that truly add value to the business, the brand and its customers.

Design Thinking focus on emotional chord – humanizing technology. But is this easy? There is ambiguity, there is risk involved, because we don’t know how much value will it add or will we achieve the desired results.  Leaders need to create a culture that allows people to take chances and move forward without a complete, logical understanding of a problem. But it surely has an empathetic drive to run the business more human way. It helps create a workplace where people want to be, one that responds quickly to changing business dynamics and empowers individual contributors.

In our next blog, I will share some more thoughts around prototype and how can we take our design thinking forward. But have you started thinking like a designer? Share your thoughts with me.

 “Innovation distinguishes between a leader and a follower.” – Steve Jobs, Apple CEO



3 thoughts on “Design Thinking – The New Innovation Strategy

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