Design Thinking: The Power Of The Customer-Centric Approach To Problem-Solving

Design Thinking

Design thinking believes that a business wants to prioritize its consumers. But why is this a smart business model in the first place? A corporation can manufacture a wide range of products and services, have an amazing website, recruit the best workers in each area, and have a stellar reputation. It can do everything perfectly, but it wouldn’t last long if it doesn’t have consumers. Customers are the most important factor.

It’s just as vital to keep existing customers satisfied as its agenda is to bring in new ones. This is why design thinking is so effective: Because design thinking is fully based on what your consumers truly need, it aids businesses in improving their customer connections. Stepping into the shoes of your customers is one way to begin the application of design thinking. Take the time to act like a customer rather than relying on your interpretations of surveys or what focus groups say. However, such an approach can only take you so far.

Although you may not be able to completely empathize with your consumer at all times, design thinking could still help you understand your customer better.

You can still relate and, so, know how to help through study, observation, expert interviews, and a willingness to try, fail, and iterate. Consider applying design thinking to your firm if you want to take it to the next level and become more competitive in your industry. It may take some time for this new mindset to fully sink in, and it will take some effort to get started, but once it is ingrained in your company’s strategy and culture, your company will be truly customer-centric.

Design Thinking Strategy

Design Thinking


Design thinking strategy is a human-centered approach that uses innovation to the designer’s toolbox to merge people’s needs, technological possibilities, and commercial success criteria. With that understanding, it is easier to understand the potential of design thinking in client-centric environments. Organizations that master the skill of smoothly transforming customer wants into innovations will experience growth and gain a competitive advantage.

By leveraging the thinking algorithmically to speed decision-making, optimize the processes, and create models predictively, today’s organizations have made tremendous strides forward in solving “puzzles”. We recognize that these applications are strong and significant and that they have spawned data science approaches in businesses today. 

The obstacle of comprehending one of the biggest mysteries is: the human person is on the other end of the spectrum. This is where the concept of design thinking comes into play. The heart of the enigma Treverton alluded to is developing an empathetic knowledge of often-irrational, fickle human beings and generating products and services that they would appreciate.

Design thinking is an iterative and emergent process that involves five different phases:


The design thinking process begins with the establishment of a design brief, followed by the development of empathy and a collection of essential insights that will act as guiding principles for the solutions it will eventually provide. The design brief is the initiative’s “guardrails.” It identifies the business issue or opportunity, as well as unsolved questions, target audiences, outcomes, and success measures.

Because human-centered issues are inherently ambiguous, this phase assures that all stakeholders are on the same page about the problem to be solved and how success or failure will be judged. With a design brief in hand, the next crucial step in the design process is to gain a thorough knowledge of the customer: their life context, obstacles, and unmet wants. The team may better discover a larger framework from which to build solutions by adopting a holistic perspective of their existing situation.

Identifying the Issue

The designer may begin determining the problem after adequate information has been acquired. The designer will have to examine and research the data and organize it so that the main problem can be identified more easily. An issue statement should also be created to express the situation in a human-centric manner. 

Developing Concepts

The solutions team is ready to develop any type of solution in step three of the design process. They may start creating ideas to either construct new solutions or come up with a fresh way of looking at the problem using the empathy the team has acquired for the customer and a clear understanding of the situation. Designers are beginning to stretch their creative bounds to come up with answers, even if they are unconventional.

Construction of Prototypes

Design Thinking


The fourth phase in the Design Thinking process is invigorating and exhausting at the same time. The team will produce many prototype models of the product during this time. Some of these models may have unique properties that the team can investigate. The organization’s design team, other involved departments, or a limited group of persons outside the company frequently exchange and review these scaled-down models.

At this point in the process, there is a lot of testing going on as the designers strive to find the best solution for the challenges identified during the project’s early phases. The prototypes are then used to test the solutions, which are subsequently accepted, modified, and reevaluated, or rejected. Any rejections made are based on feedback and experience from customers.

Extensive Testing

The team extensively tests the finished product utilizing the solution chosen during the prototype stage in the fifth and final stages of the design process. Because testing is done several times, it may be a tedious and monotonous procedure.

Also Read: 7 Keys to a Successful Business Internet Strategy

Design Thinking: Customer-Centric

If we accept that customer-centricity is defined as a deep understanding of a customer’s wants and achieving those demands better than others, it’s easy to examine how design thinking is a key component of achieving customer-centricity. Insight customers in all of their illogical complexity are one thing; translating that understanding into real business outcomes is quite another. It necessitates a whole new perspective and skill set one that embraces potential rather than limits. It’s vital to zoom out to notice wide patterns instead of a myopic obsession with a single jigsaw piece. In brief, it asks those who have been schooled in left-brained professions to accept a designer’s right-brained perspective.

Design thinking is based on human-centered insights and uses methods that are familiar to anybody who has worked in that particular field. Design thinking’s discipline in precisely translating such findings into significant organizational progress is inspiring.

In fact, through the Gongos Innovation Studio, we should work on methods for our clients to use design thinking with respect to creating new value. To design new solutions targeted to our client’s specific customer-centric issues, we bring in multidisciplinary talent. We view it as a method to spark change, sway decision-making, and gain a competitive edge. We must understand that the ability of design thinking to reframe businesses’ customer-centric “mysteries” is just as important as using meticulous analytics and algorithmic thinking to find data-intensive “puzzles” in the future.

It’s critical to surviving in both worlds to assist clients as to make substantial changes and fuel development in an era when both types of issues are rising.


To arrive at novel ideas, the design thinking certificate program employs aspects from the designer’s toolkit such as empathy and experimentation. Instead of relying solely on past data or making hazardous bets based on gut rather than facts, design thinking allows you to make decisions based on what future consumers truly desire. The way businesses produce products, services, processes, and strategies may be transformed by thinking like a designer. Human-centered design thinking is considered the heart of design thinking.

It pushes businesses to concentrate on the people for whom they are creating, resulting in improved goods, services, and internal procedures. The first step in creating products and services that your consumers desire and need is to get to know them. The rate of innovation success increases significantly when design concepts are used for strategy and innovation.