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Design Thinking: One Key To Digital Success Is Focusing On Humans

Source | Forbes : By Hugo Moreno

In a previous blog post, I summarized a recent Forbes Insights report, “The Great Rethink: How Digital Leaders Are Building Tomorrow’s Organizations,” sponsored by Alfresco, and discussed the three levers that are key to digital transformation: design thinking, open thinking and platform thinking.

In this post, we’ll take a deeper look at design thinking. Other than “the sort of thing Steve Jobs did,” what does it really mean?

Ultimately, it’s about maintaining a relentless focus on the experience of the customer or end-user.

Design thinking is a human-centered approach to innovation that integrates the needs of people, the possibilities of technology and the requirements for business success. Design thinking fosters an iterative approach in which collaboration with the customer or user leads to a superior brand experience, one that has optimized the customer experience (CX) and the user experience (UX) in their end-to-end journeys throughout the value chain.

Leading design thinkers have dedicated user experience/customer experience (UX/CX) teams in place, as well as an intense commitment to customer experience and interactions; to internal user experience and interactions; and to nurturing an ecosystem of partners and contractors that provides continual feedback on systems and solutions. Customer experience thinks holistically about how to best align to the customers’ desired outcome, while user experience looks at how applications are designed.

 In the survey of more than 300 executives that formed the basis of the study, 39% of the entire sample of organizations say they have adopted the key precepts of design thinking. Design thinking has the strongest adoption across the three levers explored in the survey and will continue to gain traction within enterprises.

Design thinking is one of the key levers employed by organizations classified by the survey results as Best-in-Class digital enterprises—the 12% of enterprises that demonstrate leadership within this category, as well as across open and platform thinking.

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