The concept of design thinking generally relates to the creation and development of the idea and designs in order to counter certain problematic issues on the organizational context (Johansson?Sköldberg, Woodilla & Çetinkaya, 2013). The procedure generally lays the foundation for a systematic creation of the method of dealing with the problems which are generally ill defined (Glen, Suciu & Baughn, 2014). It will be controversial to comment that the success of the design thinking is limited to only in the organizational context as it can also be implemented in order to solve the issues which belong personal and social context. The procedure includes several steps like describing the issue, researching, formation of the ideas, prototyping and the process of testing (Kolko, 2015). The paper will analyse different design thinking techniques and will assess the challenges in the implementation of the techniques.
The issue that is associated with the visualization is the inappropriate interpretation of the message. The visualization is a process of non-verbal communication where the images are implemented for the transfer of the message (Scott, 2015). It enables the people to unlock the required part of the brain which will help them to get the message even without communicating verbally. But as it is non-verbal communication, the issue for different individuals taking the visuals in different ways is significantly possible which creates the gap in the message meant to be transferred and message received. The communication gap is the major barrier in this case.
The assessment of the customer journey mapping from the group’s point of view is significantly easy as the group believes the mapping includes four simple stages which are inquiry or awareness, comparison, consideration, purchase, installation, retention and advocacy (Lemon & Verhoef, 2016). But the general barriers that the real life organizations feel is significantly different from the assessment of the group. The mapping is a method of evaluating the journey of the customer in interaction with the organization. But the method is observed to be subjected to significant amount of uncertainty when the customer’s emotion takes better of him or her. The conceptual calculation in the journey mapping is observed to be significantly influenced by the emotional variations of the customers which seems to pose significant barrier in the implementation of the design thinking.
The process has three different stages where the first stage incorporates the valuable customer demands along with the value chain insights and the research results in the creation of exciting ideas (Prakash, Sridhar & Annamalai, 2014). In the next stage the ideas are converted into practicable number of interesting concepts. In the final stage the elaboration of the business design for the generated new concepts will be prepared (Prakash, Sridhar & Annamalai, 2014). The issue in implementing the process is that the process involves faster assessment of the customer demand and the formation of the business concepts and design on the assessment and at times the assessment includes significant amount of impurity in gathering the information regarding the market insights and customer demands due to the increased speed.
According to Liedtka (2015), the process of assumption analysis includes the identification of the assumptions that are responsible for the attractiveness of a new business ideas. The process also involves the assessment of the available data in order to figure out the possibility of the assumptions in turning out to becoming true. The general shortcomings in implementation of the design will arise from the data testing procedure. Once the confirmation of which assumption is critical is made, the gathering of the information regarding the assumption will be subjected to significant amount vulnerability as the data collection will incorporate three different segments which are what is known, what is not or cannot be known and the last one will be what is not known but can be known. The second and the third segment in the data collection is posing significant amount of uncertainty as the data which is not known cannot be used for the fruitful assessment of the criticalness of the assumption. This is a significant issue in implementing the design as the most crucial assumption will also be subjected to incredible amount uncertainty resulting from the absence of sufficient data.
The concept of the storytelling is close to the concept of visualization. According to the study of Keshavarz & Mazé (2013), the storytelling enables the audience to have a better and interactive presentation of the series of points. The method has the advantage to make the analysis significantly realistic to the audience. The storytelling will be of significant quality if it identifies the audience in the perfect manner. The formation of the storyboard and the flow of the logic is a much needed aspect in providing a quality storytelling. The major problem in the implementation of the mentioned design technique will again be issue of correct interpretation. The expression of the information in the storytelling significantly depends on the communicator as the information can be twisted during the presentation. This becomes a major concern for the audience in getting the proper assessment and visuals regarding the topic of the story.
The mentioned method of design thinking incorporates the customers along with the managers in a mutual communication regarding the generation and development of the new and innovative business ideas. This is significantly helpful for the organizations as it enables the respective organizations to follow the customer demand and trends in a considerably easy manner. The mutual engagement from the part of the customers is also highly encouraging for them as their needs will be followed with a lot more significance by the organization. This is also helpful for the organization as they will be able to spread a sense of belief to their customers that the organization thinks for them and that will be significantly interesting for the organization as that will increase the trust of the customers towards the organization and increase the customer loyalty. The challenges in the implementation will be the difference in the choices of the customers. As the mutual engagement between the customers and the managers will be on the topic of generating and developing new business ideas, the requirement of the services and the products will be different for different individuals. The criteria and the preferences of the customers in choosing the suitable business idea for the recommendation to the managers can be different as well. Rihova et al. (2015), commented that it will be a major concern for the organization in accumulating the different preferences and choices of the customers and can pose significant dilemma in choosing the correct business idea for the organization.
Conclusion:
On a concluding note it can be said that the design thinking techniques can be implemented in various formations with the desired degree of perfection may that be the in education sector, in case of personal context or in organizational context. The methods will be significantly interesting for the students in the education sector as the development in quality thinking will be generated among the students. The design thinking techniques will also describe lateral, scenario and systems thinking. On the organizational context the non-verbal forms of the design thinking is not so appreciated by the managers and the top level employees. But having said that the form of the non-verbal communication increases the speed in the thought process which is also much needed in order to increase the productivity of any organization. The visualization or the storytelling are observed to enhance the speed of exchanging the thoughts which adds into the list of benefits for any organization in taking critical decisions.
References:
Glen, R., Suciu, C., & Baughn, C. (2014). The need for design thinking in business schools. Academy of Management Learning & Education, 13(4), 653-667.
Johansson?Sköldberg, U., Woodilla, J., & Çetinkaya, M. (2013). Design thinking: past, present and possible futures. Creativity and innovation management, 22(2), 121-146.
Keshavarz, M., & Mazé, R. (2013). Design and dissensus: framing and staging participation in design research. Design Philosophy Papers, 11(1), 7-29.
Kolko, J. (2015). Design thinking comes of age.
Lemon, K. N., & Verhoef, P. C. (2016). Understanding customer experience throughout the customer journey. Journal of Marketing, 80(6), 69-96.
Liedtka, J. (2015). Perspective: Linking design thinking with innovation outcomes through cognitive bias reduction. Journal of Product Innovation Management, 32(6), 925-938.
Prakash, W. N., Sridhar, V. G., & Annamalai, K. (2014). New product development by DFMA and rapid prototyping. ARPN J Eng Appl Sci, 9(3), 274-279.
Rihova, I., Buhalis, D., Moital, M., & Gouthro, M. B. (2015). Conceptualising customer?to?customer value co?creation in tourism. International Journal of Tourism Research, 17(4), 356-363.
Scott, D. W. (2015). Multivariate density estimation: theory, practice, and visualization. John Wiley & Sons.
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