Design Thinking - Part 2
After having a clear picture of customers’ “job-to-be-done” and a potential solution to address these matters, startup founders should look into how to visualize their idea. This can be realized by prototyping then testing with potential customers.

This process involves constant communication between startup founders and customers to find out if there are any adjustments they need to make. Startup founders should keep in mind that this is an important chance to see clearly if their solutions are worth pursuing or not. And, of course, it is a draining process but still not the hardest part. If startup founders have a mindset for this process, it will enable them to have good preparation for next periods of startup. First, we will look into the definition of prototyping and testing then have more detailed explanation into their importance to startups.

  1. Prototype

A prototype is something that makes your ideas “real enough to feel,” so you can get feedback from users.

The main aim of Prototyping stage is to gain empathy. It creates conditions to bring new information and learn about customer behavior. The goal is to test ideas, or validate your assumptions about a specific solution.

  1. Test

You test with users to refine your solution and also to refine your understanding of the people for whom you are designing.

It is essential to ask open-ended questions in conducting a user test. You only need user’s opinions, not sales, so do not become a saleperson or ask something directly related to the product.

Cre: Prototyping & Testing - ThinkZone Accelerator

Design Thinking is not a linear process

It is more about the attitude than the process itself. Not just about concept development, Design Thinking is an attitude that helps you promote your team dynamic. You can encourage as well as build empathy for your team members and new employees. It helps you create strategic partnerships, specifically understand the needs and goals of your potential partners. Moreover, you can use Design Thinking when you want to offer your solution to a new customer segment.

 

 

According to International Business Machines Corporation (IBM), teams that applied Design Thinking and are adequately staffed with design talent, are getting to market twice as fast, seeing as much as a 75% reduction in design and development time. Teams that use the approach are consistently cutting costs, reducing risks, and increasing profitability. This more efficient workflow results in up to 300% ROI (Return of Investment).

 

Not only is the process of building and developing products, but Design Thinking is also in the dedication of the whole business team based on mutual understanding as well as understanding of customers. Through "mind and reach", Design Thinking helps businesses easily reach new customer segments.

 

Design Thinking will not only take place in the first period of startup but also during all the stages. Startup founders should apply Design Thinking to every part of their business. On the other hand, Design thinking should be embedded in startup mindset that is likely to accelerate the growth of startup. 

References:

  1. Design Thinking & Lean Customers Development - ThinkZone Accelerator

  2. Ideation - ThinkZone Accelerator

  3. Prototyping & Testing - ThinkZone Accelerator

  4. Medium: Embrace Infant Warmers Help Save Lives of Preterm Babies in Developing Countries - Center for the Protection of Intellectual Property.