Design Thinking: a methodology to sell more

The first thing to be highlighted is that it is not a precise strategy. In fact, it is a methodology absolutely focused on the client: from product design to communication, passing through the point of sale (either retail or eCommerce). 

In fact, the term Design Thinking does not come from design´s artistic definition, but from its industrial side. It seeks to apply logic and the way of working of product designers to marketing. 

It always starts from the empathy towards the customer, the deepest knowledge possible. It is not a matter of classical segmentation in which we are guided by socio-economic or demographic factors. 

On the other hand, we should say that Design Thinking is behavioural (being true) is falling short since it is based on the user's actions but seeking balance with what is technologically feasible and profitable at business level. 

The key is to find the customer´s motivations at a very profound level, be able to get to a point where the real needs of the person are found, even though it is not even fully aware of them. Then, offer a solution that satisfies him even before than his expectations. 

Be careful: it is not a matter of generating artificial needs, it is about discovering those that are not fulfilled by ourselves or better said, by the market. 

For this you have to work through 5 different phases. Somehow, it reminds CRO, since we will be progressively advancing in the process up to draw conclusions that refute or discard the hypothesis. 

We have already talked about this. We should be able to put ourselves in the user´s shoes and understand his behavior and what makes him react the way he does, what he is looking for, his needs, environment... Only in this way, we will find the solution we are seeking. 

It is sure that if we want this initial phase leads to success is essential to be objective, avoid value judgments or slant the hypothesis based on our opinion or personal experience. 

Once you have empathized with the client, you will have got enough insights of interest. But this information can be a little chaotic, so you have to do something productive with it. 

It is time to turn everything we know about the customer to specific needs. We need to know how to cover them so far and if there is any other alternative or they are simply unresolved so we can find an opportunity. 

Here is where the team shines most. When designing a group for a creative meeting we would always advise you to try to look for very different components and, if possible, that are at different levels and different areas of the company, as well as actual and potential users. 

Do not condition, do not judge, do not affect responses and do not limit anyone. Any contribution, even those that apparently do not contribute anything, may be the key to unleash a brilliant solution and make Design Thinking helps you sell. 

If all has gone well, you will have a good handful of ideas. Now it is time to evaluate them according to their difficulty of development and the return they can have. 

You will have to shape it, but do not worry because at the end, it is not a final product/service/design: just give it an initial shape that will help you provide an entity that users can visualize and interact with it in the test stage. 

Prototyping is also a good time to debug things that are very clear on paper but then they either do not work or are new challenges to solve. 

Moment of truth: present your prototype to real users and observe (documenting as much as possible) each and every one of their reactions. 

Every nuance is important, but when you carry out focus groups or user tests, segmentation is critical. Ideally, two differentiated groups should be created, between those who participated in the brainstorming and those who did not. 

The first, although subjective, bring you the view of a solution to problem, the latter have a new point of view that is should also be taking into account.