Businesses in today's ‘digital’ era have unmatched opportunities to engage and serve customers. But the breakneck pace of innovation and media proliferation are also generating new challenges.

Many of these challenges fit into the ‘customer experience’ dimension of new-age digital services. Brands have come closer to customers than ever—connected through a thin admixture of volatile touchpoints that can activate ripples of conversations over a massive network of digital outlets.

The threshold for triggering open brand conversations, favorable or unfavorable, has never been lower. A momentary lapse in service quality or responsiveness may deface an organization’s brand image!

So, how does an organization address this problem? An innovative solution can be devised to enable a consistent and desirable customer experience within the constraints of the new digital framework. Here is how.

Design thinking: problem solving at the intersection of empathy and innovation

Design thinking is an ‘empathetic’ hands-on approach to solve complex problems while anticipating the ever-changing human needs. It assumes a user-centric attitude to reframe ill-defined problem statements and devise innovative solutions through a series of ‘non-linear’ stages, which are:

  • Engage: This stage gathers a deep understanding of the problem by studying and engaging target users. It also determines problem areas by exploring the physical environment.
  • Define: This stage analyzes user information to extract key takeaways and define the problem statement. This definition helps designers to identify features and functions to solve the problem.
  • Ideate: This stage uses group creativity techniques such as directed brainstorming, brainwriting, and team idea mapping to stimulate open thinking and generate a wide variety of ideas.
  • Prototype: This stage produces scaled down versions of the product to determine optimal solutions for individual problems. Prototyping provides a better perspective of the product constraints and actual user experience.
  • Validate: This stage iteratively tests the final product to reframe problem areas and get user feedback. Refinements are done to clear problem areas and derive deeper understanding of the product and its users.

Cybage can implement a holistic design thinking methodology to help you define unstructured problems and devise innovative solutions that are user-centric, technologically feasible, and financially sound!

Learn more about our Design Thinking approach and solution offerings. Get in touch, now.


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