Putting design thinking at the heart of business strategy

Why bringing design into strategic thinking matters

How do you see design? Do you consider it at all? Is it something purely aesthetic and superficial? 

Exonera believes that design is the biggest differentiator for businesses today. And not purely for businesses in the traditional creative industries. Businesses who design the way that they operate for their customers first are among the most profitable.  Design is not purely about making things look good. It's about what you do and how you do it.

Employing design thinking in the board room helps you integrate your business processes and see opportunities to drive efficiency. Design thinking enables you to problem solve creatively and consider wider issues all the way through to gaining control over the customer experiences you deliver.

According to the Interaction Design Foundation, "Design Thinking is a design methodology that provides a solution-based approach to solving problems. It’s extremely useful in tackling complex problems that are ill-defined or unknown, by understanding the human needs involved, by re-framing the problem in human-centric ways, by creating many ideas and by adopting a hands-on approach in prototyping and testing."

In a digital communications world we need to apply human values at the core of design thinking, such as empathy. Growing a business is tough if you do the same things as your competition. You need to understand your customer and design for them first. Design thinking is an iterative process of continuous improvement that seeks continual engagement with customers. Surely that can only be a good thing!