As an expert in design thinking, I have witnessed firsthand the incredible impact it can have on a company's success and the world around us. Design thinking is a human-centered approach to innovation and problem-solving that has become a buzzword in business. Countless brands, such as GE Healthcare, Netflix, and UberEATS, have utilized design thinking to develop practical solutions to challenges. One example is GE Healthcare, which focused on the user to improve a product that seemed to have no issues. While imaging has revolutionized healthcare, GE Healthcare noticed a problem in how pediatric patients reacted to procedures.
After conducting extensive user research, pilot tests, and iterations, GE Healthcare launched the "Adventure" series, transforming dark MRI machines into fun pirate ships. This increased patient satisfaction scores by 90 percent, improved the quality of pediatric patient scans, and saved customers time and resources. Another company that has successfully implemented design thinking is Oral B. When they wanted to enhance their electric toothbrush, they enlisted the help of designers Kim Colin and Sam Hecht. By empathizing with users and understanding their needs, they created a toothbrush with added functions such as controlling brushing frequency and observing gum sensitivity.
This focus on empathy and innovation has become a common theme among companies embracing design thinking. Netflix is another prime example of a company that has consistently utilized design thinking to stay ahead of the curve. When they first started, their main competitor, Blockbuster, required customers to go to stores to rent DVDs physically. With a subscription model, Netflix eliminated this inconvenience by delivering DVDs directly to customers' homes. However, their success has been in their continuous innovation, such as creating an on-demand streaming service when DVDs became obsolete.
Netflix has revolutionized the film industry by empathizing with customers and understanding their pain. Similarly, Airbnb used design thinking to solve a business problem. Instead of focusing on reaching a wider audience, they put themselves in the shoes of their current users and realized that they needed to improve their services. By investing in a high-quality camera and taking pictures of what customers wanted to see based on their comments about the trip, Airbnb's revenue doubled within a week. This focus on empathy and understanding the needs of their users has been a critical factor in their success.
UberEATS
, the most popular food delivery service app, also attributes its success to design thinking.They have a program called "Walkabout," where designers observe the cities in which the company operates to understand the food culture, gastronomy, infrastructure, delivery processes, and transportation. By understanding the pain points of delivery people in densely populated urban areas, they created an application for drivers that provides step-by-step instructions from the restaurant to the customer, making delivery processes more fluid. One of the great things about design thinking is that it can be applied to any industry or problem. It is not limited to just physical products or services. For example, at UX Design Academy, we use design thinking to teach students how to create innovative and effective digital products.
Our program is 100% online and available to participants regardless of location. We have seen over 500 students go through our program, and about 250 have found careers in user experience design. The five steps of design thinking are empathized, defined, ideated, prototyped, and tested. By following these steps and constantly iterating and improving, companies can create products and services that genuinely meet the needs of their users. CEOs and hiring managers from various industries turn to designers to improve their products or services. Design thinking is not just about creating a product or service; it's about understanding and empathizing with the people who will use it.
By putting ourselves in their shoes and truly understanding their needs, we can create solutions that not only solve problems but also positively impact the world around us. So, next time you're faced with a challenge, remember the power of design thinking and how empathy and innovation can drive success.
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