Customer Decision Journey & Design Thinking: A Powerful Blend for Innovation

Innovation is the key to staying competitive in the industry. This supposed “innovation,” however, is too often only a reorganization of an existing offer that sometimes fails altogether. The world of design may be the answer to this predicament, but to do so, businesses need to learn how to integrate the best design tools in their marketing strategy, business innovation expertise and research to achieve desired results. This often means reconsidering their offerings, which could involve re-imagining the very foundations of the business. Changes may take place starting from how they communicate with customers to becoming responsive, modern organizations.

Understanding Customer Behavior through Design Thinking – Is it Possible?

Businesses can be lulled into thinking that everything they are doing is right. Some even make significant efforts to improve their use of social media and create automatic ways for customers to reach them. Standards and tools, however, are changing faster than businesses can react.

Encouraging design thinking involves understanding consumer trends that are continuously re-setting the expectations of customers. This requires a thorough investigation to determine their effects on the business environment, and also thinking of ways to integrate them into their services and products. The process doesn’t end there as businesses also need to know the most agonizing moments along the decision making journey of customers and exploring how to convert those points of pain into ones of delight.

In other words, implementing a consumer-focused perspective that reveals opportunities to create services and products that can empower and satisfy customers is a critical decision. This perspective allows businesses to take insights about the market and the customer journey and turn them into services and products consumers really need and desire.

Design thinking is all about creating solutions that meet the needs of customers.

Many executives know that design must play an important role in their business strategy, but they don’t know how to integrate or maximize its value for their business. Marketing has changed significantly during the last few decades. Along with this change, consumers and their buying decision process have evolved as well.

Many businesses, however, take the customer decision journey for granted and treat all customers in the same manner. Customers know what they want to get, but don’t actively know how to best achieve it. They do, however, realize it when someone or something really helps them get what they are trying to achieve. Design thinking can help to better target customers individually and establish a genuine connection with them.

Design thinking really begins with a profound understanding of customers’ desires and emotions. Businesses need to design a desirable customer experience, but it is only possible if the interaction in different contexts between intentions, behavior and emotions is understood. This requires developing insights about customer personas, how consumers communicate with their networks, what technology they prefer and when they use it. Businesses need to be open to the possibility of taking risks, testing and quickly learning and implementing what they have learned in order to encourage recurring purchase and loyalty.