Before explaining how to create design thinking, it will be very important to understand what is design thinking first. The simple way is when you do design thinking you always look up at the user first. How are they going to use it, what kind of experience they will have, and whether it can help to solve problem. Or in other way the approach is inside-out, rather that outside-in.
When Gillette India decided to penetrate Indian market they realized that India has unique market. Gillette market share in India is so stagnant. Then they decided to do couple of research. So instead of pushing their Mach 3 (Gillette’s worldwide product champion) to Indian market, they make new product called Gillette Guard, based on customer request. This is indeed involving tremendous design thinking and research. As the result, Gillette is back to the wheel again.
Here’s steps you can use to make design thinking:
- Be on User’s Feet Or in other word feel and emphatize what your user feel. Feel the pain. Put yourself as them not as an outsider. For example when you are trying to launch new product, start asking what if I were them. “is it going to be expensive or not”, “is it going to be needed or not.”
- List down the Problems. It’s very important to define what exactly the problem is. It sounds simple but it requires tremendous process. The best way to define the problem is by doing in depth-observance toward particular issue.In case of Gillette India, they have done a lot of customer research and they realized the problem of their Mach 3 is that the customers do not require any complicated technology in razor (like what Mach 3 has). What’s more important for them is the price and less complicated design. Indian guy also loves to hang their razor in their bathroom—which apparently Mach 3 doesn’t have such a hole to hang it.
- Idea Generation. The next step is generating idea based on the problems. This is a place where you have to brainstorm with the team. Try to simulate any solutions that answers the problem.
- Make Prototype. After having solutions, you have to translate it into sort of prototype product/service. It’s okay to try and error. This indeed required a lot of energy, time and money.Back to Gillette India case, what they did is they’re prototyping new product based on customer’s problem. They made a prototype product that basically
- Having less blade (from 3 to 1)
- Having hanging hole to hang the razor
- Because of less blade means lower production cost—thus lower price
They came up with new prototype product called known today in India as Gillette Guard
- Test and Gather Feedback.After prototyping let’s test it out. The best way is to gather feedback from sets of customers. You can do such as one on one interview and ask their feedback on your type. Don’t forget to take a note on their feedback
Making design thinking is indeed required such a long process. But the key is focus on the users first. Other company that successfully implement design thinking is IBM Smart City. You can check it out on below Youtube
Further on my analysis on Gillette India can be seen on this Case Study Gillete India
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