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From Identifying Needs to Generating Opportunities
English , Spanish
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Reference: ART-3168-E
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Number of pages: 8
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Publication Date: Jun 18, 2018
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Source: IESE (España)
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Type of Document: Article
Description
When companies encounter problems, they tend to jump straight to solutions. Yet, it can be far more effective to reframe the initial challenge on the basis of customers' needs. This is a key component of design thinking, an approach many companies are using to transform some of the seemingly intractable problems they face. Based on extensive research and practice in this area, the authors outline the initial phase of design thinking, consisting of discovering customer needs and generating new opportunities, and they explain how to put it into practice. In addition, they describe under what conditions problems are best suited for design thinking, presenting real-life situations in which it can be applied, and suggesting some considerations for managers to help ensure effective implementation.
Keywords
basic needs
counterintuitive
courage
culture
Design thinking
Digital transformation
discovery
emotional quote
healthcare
how might we
Humility
ideation
IDEO
inference
initial problem
insights
inspiration
internalize
latent needs
Lego
Michael Michalko
Millennials
need areas
need statement
needs finding
Peter Drucker
reframing
revealing insight
Stakeholders
Sustainability
synthesize
Tim Brown
travel agency
Trust
User Experience
user quotes
VUCA
wicked problems