Design thinking: a customer-oriented innovation process

Different ways to structure an innovation process

There are various ways to structure an innovation process, and they all serve the same purpose: to transform an idea, question, or problem into a concrete, functional, implemented product. Some companies build upon existing products or services; others facilitate extensive brainstorming sessions within the company. Innovation also occurs by involving other external parties (open innovation). Most organizations that innovate use a mix of the above and divide the innovation process, from idea to product, into steps.

What is design thinking?

Design thinking is used by designers to find good solutions for complex problems for clients. Design thinking is not focused on the problem but on the solution. It is also an iterative process. This means that once a problem has been defined, and a possible solution has been conceived and implemented, this solution is continuously tested, evaluated, and redefined. In this way, the process continuously improves the product and ensures that the solution better meets the needs of the client.

Does it work?

Design thinking offers companies that are driven by process efficiency a new process that unleashes creativity. However, following this method takes time. In large, more conservatively minded companies, innovation is often focused on bringing the product to market as quickly as possible. Such companies often adjust design thinking to their own goals, making it resemble the ‘old-fashioned’ incremental innovation process. The customer often plays a much less prominent role in this, and the marketing department decides what the needs of the customers or consumers are.

Design thinking only works if it is applied throughout the entire organization, and the values and rules of the method are truly adhered to. Then, design thinking can lead to fantastic new products that genuinely meet the needs of the market.

Europe

The reality of innovation is also that the European Commission partly determines market demands. It creates regulations that influence the market and sets up roadmaps and subsidy programs that describe which needs must be addressed. It is therefore important for innovative companies – especially if they want to be able to take advantage of European subsidies – to take the European Commission and its subsidy programs very seriously.

Other market parties

It is also of great importance, when analyzing a specific need or problem of the customer, to closely examine what the competition is already doing in that area. If a company is considering applying open innovation, research into market players who are already engaged in such innovation provides valuable information. Such research can, for example, focus on ongoing research projects and the parties involved, or a global investigation into relevant patent applications. During the Design Thinking Summit, we demonstrated that PNO can play an important role in this – for example, by providing innovation intelligence, where researching competitors and the market plays a key role.

Want to know more about Design Thinking and the added value that PNO can offer? Contact our experts.