At the moment both consumers and companies are experiencing changes in the way that business is conducted. As a consequence a number of innovative approaches have been fashioned to address the issue in way that provides more value for both companies and consumers.
Design thinking is a framework for providing solutions to customer problems. The framework is flexible enough to incorporate a number of approaches at the same time.
A benefit of this approach is that it can be used by non-designers who can become involved within a project at the early stages to help to empathise with the needs and wants of customers. It also lessens the risk of designers going off in a direction that is not viable without gaining necessary feedback from their intended audience.
Simultaneously there is a danger that the art and creative expertise that designers use could be mitigated and blunted by the capricious wants of customers who know that they want a solution to their problem, but cannot articulate it.
It’s really hard to design products by focus groups. A lot of times, people don’t know what they want until you show it to them. — Steve Jobs
One of the greatest design experts of the last century Steve Jobs understood that customers should not do the work of a designer. A customer must articulate what problem they want to be solved, and it is the design team or the companies’ job to fill those needs in the best way that it knows how to do it by using empathy and creativity at the same time.