Anders Lange: Design thinking – why should you care?

Design thinking is up and coming, but why should you even care about that? Major brands like Nike are now using design thinking to break through the advertisement blindness. It is no longer about building a campaign based on earlier experience and set formulas, it is about designing experiences tailored for the needs of the consumer.

Designing think has its rising with the increase of opportunities that consumers have today. Consumers want to interact with brands, but they want that to happen on their terms and time. The brands are no longer running the show, consumers seized power with the rise of new technologies. It is not about meeting the brands’ need for sales or survival, but about meeting the consumers’ need for something every time. But how can this be done?

  • You no longer hire teams, you design teams

Design thinking is a process and you cannot just jump over stages. You must see it like a multi-stage approach towards understanding the needs of your consumers.

Design thinking is about creating a more agile strategy through combining the creativity and innovation the designer brings with the business perspective. It will deliver better consumer experience and bring value to the consumer market.

For the design thinking to work, it has to start with breaking down the silos of your organization. It cannot happen within a specific department or in the board room, it must be set free and draw in your organization. Design thinking requires talent and that talent must come from many areas of your organization. If you take a traditional team, then everyone has a unique set of knowledge and does not look beyond that. Design thinking encourages your organization to think beyond what their job description tells them and draw in the power of the full organization. Ideas can be generated within any department, but great ideas do not necessarily come from where one is expecting. Design thinking wants your organization to work together instead of working in silos.

  • Design for better

Design thinking starts with a need, the consumers’ need for something. When you have identified the specific need, then you have to start understanding it.  And do so all the way, down to the psychological base of the need. But understanding is not enough, you need to share it with your organization, so everyone understands which need you all are working to fulfill. It gives the whole organization the opportunity to generate ideas on addressing the need from all perspectives. Consumers are people and they are human, which means that you will never know how they will act. Their can act out of loyalty or maybe just in the spare of the moment. It can be the price or it can be the social structure that will nug them to make a purchase.

The one thing you can be sure of is that they will act from a need. So by understanding the need and the psychological reasons behind it, you can strongly influence them when it comes of choosing you. Your job is to design your brand experience based on the consumers’ need, therefor going from brand experience to consumer experience.

  • Measurement and feedback are key

Like any other thing we do, we must measure what we are doing and to understand how well we are meeting the need of the consumer. But we also have to understand how the consumer feels about the standard we are setting.

The technology allows you to measure what you are doing on a quantitative level and you can be reactive on a more daily basis, but you also need to hear the consumers regarding how they are experiencing what you are doing. It is a Consumer experience, therefor their voice is the key. This can be done through quantitative and qualitative, but the optimal will be a combination.

The important thing is that you design around needs and wants. Understanding the need will build long term loyalty, because you are focusing on the consumer’s need and adapt around one or more needs. The design makes you agile, because the need of the consumer will always keep changing and so do your design.

About Anders:

 

Anders Holmberg Lange is the Co-Founder of Entername, a company with the core belief that strategy should be simple, understandable and evolving. Designing 360 digital campaigns and leading selected clients from digital transformation to digital excellence in Marketing, business and sales.

Anders has been working with major global brands the last 15 years, taking them from digital transformation to digital strategy to digital excellence and delivering double digits growth rates across the board. He worked in industries like fashion, banking, entertainment and for leisure companies. No matter there were fortune 500 companies or startups, Anders was always building around a gamification approach creating win-win strategies.

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