3 Ways Marketers Can Use Design Thinking to Innovate

by:INDUSTRIAL-MAN     2019-10-02
Katie Fiore: the pace of innovation and change has attracted the attention of every commercial marketer I know.
Uber said it will launch a flying taxi for mass consumers in 2020.
According to Jeff Holden, Uber\'s chief product officer, the cost of a car will be the same as the cost of a UberX ride, \"which will be the end of ownership of a personal car --
It will only turn it into a hobby.
At the same time, Amazon also launched two own-brand furniture.
Rivets and stones and beams
Exclusive sales on Amazon.
Lower price than namebrand items.
According to Michael Fleisher, chief financial officer at Wayfair, Amazon is \"obviously the person who wants to have all the physical goods [in]e-commerce. ”[
Related: understand the difference between innovation and innovationImprovementu200b]
Even if your company is not a car manufacturer, retailer or consumer brand, it is clear that the future is now and there is no industry or category that can be protected from interference.
It is enough to let the body start to panic.
The car will fly through your window in two years.
But you\'re still talking to your agency about the real value of buying your brand terms on Google.
How do you manage your day while meeting the needs of actively moving your business to an unknown futureto-day reality?
Design thinking methods have existed for more than 20 years, but they have not received mainstream attention until recently.
Chip brands incorporate migration issues into their business practices, including IBM, Accenture, GE, Wantong, Fidelity, Lloyd\'s, SAP, and more.
Design thinking stimulates creative problem solving by applying the principles used by designers (
Cultivate empathy for your audience, ideas, rapid prototyping and testing)
Solve business challenges.
In this fast-changing era, it is logical to adopt this powerful innovation framework to help maintain your competitive advantage.
Here are some quick and easy ways to get started immediately and see the benefits of design thinking.
When was the last time you talked to your consumer?
I mean really talking to them, getting to know them and their motivations, getting to know their lives, getting to know their hopes and dreams?
Whether your answer is \"six months ago\" or \"never\", this is your new priority.
Talking to someone you are designing for, you will find insights that cannot be found through data files or customer surveys --
The most important thing is the \"reason\" behind their motivation and behavior \".
Yes, you can talk to regular users.
If you want to get general insights.
But to understand the motives and needs that others have not addressed and challenge themselves to talk to the most extreme users --
For example, someone who does not use your product in the intended way, or a former loyal user who has left your brand.
These conversations are about quality, not quantity, so no more than six.
Be sure to find \"why \". ”[
Related: 3 reasons why you don\'t do Consumer Research
Why do you need to start
Recently, a customer has asked for a new product expansion strategy for new audiences.
When talking to their most loyal people
Term users, we find that they do not know any of the products of this brand except the original product.
Once they realized, they expressed high interest in buying new products.
This insight reveals a huge opportunity to reactivate the long term
Users of terms and new users.
One of the core principles of design thinking is to form an experienced team, because a mix of views, expertise and methods will produce the best results.
A typical team will produce a typical solution, and an unexpected team will produce an unexpected solution.
In this case, the less the more
It\'s like the less a person knows about a problem, the better they are curious and optimistic about trying to find a solution instead of the reason why the idea doesn\'t work.
Collect your team once you talk to some extreme users and find insights (about 3-6 people)
Brainstorm for solutions.
Grab the person in the accountant who likes old movies, the woman in your analytics team who has an amazing math brain, and the young new receptionist who doesn\'t know anything about business or marketing, and start brainstorming.
A consumer goods customer asked us to provide product solutions for their target audience of working mothers.
Our team consists of two moms and two young female professionals from different industries (not-moms)
A former CTO resigned as a full-time employeeat-
Dad at home so his wife can focus on building the start-up she recently launched-up.
Everyone has come up with their own unique ideas and perspectives and has produced several ideas that are currently being developed.
Now that you have an idea and want to know how good it is (or isn’t)
It\'s time to prototype the idea and get feedback.
The prototype is usually put together with the plumbing cleaner and/or the dough and construction paper.
Or it could be a story board, a model.
Or the role you play.
The point is to put together some physical things that can be used to convey your ideas.
Once your prototype is ready, show it to the target user and get an idea of what they think about it so you can improve or give up on your idea.
Failure is a good thing in design thinking, because by identifying what doesn\'t work, you can focus on figuring out what works.
The key is to fail quickly and move on.
The marketing team may be a prototype of product features, services, or campaign ideas.
We have successfully used this approach to identify new audiences, creative messages, and social media strategies.
For consumer brand customers, we translate our audience insights into strategies that leverage specific fan groups as social media influencers.
We made the prototype with the target audience, received positive feedback, and then improved it before we released it with paid and natural search engine optimization.
These three components of design thinking (
Talk to your consumers as a team to conceive and prototype and test your ideas)
Give an advantage to your business and yourself.
Start now and the next idea will come from you, not your competitors. ---
Katie Fiore is head of conversion optimization at SYZYGY, a German-based global digital agency.
She is passionate about solving problems creatively and applying the principles of design thinking to business and social innovation.
Follow Katie on LinkedIn or her lifestyle blog \"Brooklyn.
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