What is Design Thinking?
Design Thinking is the main tool used in Service Design. It is used to identify the real needs of both internal and external customers, as well as to generate ideas and make decisions. Design Thinking is a creative way to solve the problems of companies and organizations. It is used to create a link between the real needs of customers and the company’s capabilities.
Just as furniture or interior designers strive for harmony in the appearance and functionality of their products or services, service designers strive to design a positive experience for both end-users and service providers. Design Thinking and Service Design, although different processes, are closely related to each other.
By applying Design Thinking, companies consider the customer’s needs as the basis for each business task. Marketers start from the expectations customers have when entering a store, hotel or restaurant, when using Internet resources and during internal interactions of company employees.
This method encourages companies to focus on the people they offer products and services to. The use of the method is a result of the creation of human-oriented products, services and internal processes and therefore involves a change in the way of thinking. Empathy is experimental communication
Unlike traditional methods, Design Thinking takes our emotions into account, as well as how they affect our actions and consumer experience. Design Thinking uses market research and empathy techniques to uncover the real needs of customers, as well as the nature of their interaction with services and products.
In practice, Design Thinking is an iterative (repetitive) process through which the tendency to understand the user or client is implemented. Many different hypotheses are put forward to redefine problems in an attempt to discover alternative strategies and creative ideas. As a rule, these ideas lie on the surface, but when implementing our usual way of thinking, we fail to notice them.