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  • When companies set strategy, they often stumble.

  • Either they collect a lot of backward-looking data,

  • which doesn't tell them what future customers really want.

  • Or they make risky bets based on instinct instead of evidence.

  • Design thinking is a strategy-making process that avoids these mistakes

  • by applying tools from the world of design and shifting the focus to human behavior.

  • Popularized by David M. Kelley and Tim Brown of IDEO

  • and Roger Martin of the Rotman School,

  • design thinking has three major stages.

  • First, invent a future.

  • Form a few theories about what customers might want, but don't have by immersing yourself in their lives.

  • Instead of polling them about specific products or services,

  • observe and ask questions about their behavior.

  • Next, test your ideas out.

  • Use iterative prototyping with good enough products or services,

  • and conduct a few quick experiments

  • to see how consumers respond.

  • Adjust the product, the pricing, or the positioning accordingly.

  • Finally, bring the new product or service to life.

  • When you've got a winner, identify the activities, capabilities, and resources your company will need

  • to actually produce, distribute, and sell it.

  • For example, when senior managers at Procter & Gamble

  • wanted to turn around the skin care brand Oil of Olay,

  • they began by observing shoppers in both mass retail channels and high-end department stores.

  • They realized that their industry

  • had been primarily targeting women over 50 who were worried about wrinkles,

  • while pretty much ignoring those in their 30s and 40s who were concerned about other issues.

  • This was a huge market to be captured.

  • So P&G experimented with new formulations that would tackle multiple skin care goals

  • then tested different prototypes, price points, and store displays.

  • Finally, the company launched a series of new premium, yet broadly distributed products

  • that were well-received by a wide range of consumers.

  • By using imaginative, human-centered problem solving,

  • , design thinking can help you unlock new markets and identify new strategies.

  • (music)

When companies set strategy, they often stumble.

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B1 US design thinking design skin care thinking identify strategy

The Explainer: What Is Design Thinking?

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    jbsatvtac1 posted on 2019/08/15
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