|Table of contents|
|Base for design thinking|
|Front-end of innovation|
|Design push for new innovations|
|Service design and design thinking|
|Service design process vs service innovation process|
|10 tips for success|
New requirements for products and services are guided by megatrends, such as climate change, digitalization, urbanization, and growing middle class. Today, also the complexity of business and technology is increasing, and people and companies need to make sense of it. This is a clear trend in business that drives people to use design thinking methodologies like. Big companies like IBM and GE are using design thinking as a core competence for simplifying and humanizing their services. Large consulting organizations are also attending the design thinking journey by acquiring smaller design firms.
Front-end of innovation is often fuzzy and unstructured and the uncertainty is making it hard to push ideas further and make implementation decisions. To make things easier, I have gathered my top ten tips to make use of design thinking in a front-end of innovation process. I will first share some background and theory on the topic and then share tips based on my own research and hands-on experience.
Base for design thinking mindset comes from service-dominant logic
Traditionally the more goods you can produce and sell the better. The same is probably still valid but there are new ways of defining value instead of counting the sold items. Newer ways of thinking are defining the value as value in use. The focus of firms is shifting from product and service features to value. The value is co-created with the firm and the customer when the innovation or other resource is used. Therefore, service design and understanding of users and customers are hot topics in today’s business and many companies advertise that they are customer-centric. In 2004, Vargo and Lusch suggested a new dominant logic for marketing which emphasizes the individual service experience and co-creation of value.