MBADM 850 | Session 6 | Design Thinking for Innovation and Empathy
Introduciton:
Innovation success is driven by deeply human-centered approaches, notably Customer Development (CD) and Design Thinking (DT), both of which emphasize a comprehensive understanding of the user to reduce the high rate of product failure. CD, a four-phase framework by Steve Blank, starts with searching for a viable, scalable, and repeatable business model (Customer Discovery and Validation) before moving to execution (Customer Creation and Company Building). DT, an iterative, human-centered approach used for complex problem-solving, aligns closely with the empathize and define phases of CD. The main principle of both methods is empathy and need finding, which requires product teams to "get out of the building and get close to your customers" to uncover underlying needs and motivations rather than just stated demands. DT aims for solutions at the intersection of three key lenses: desirability (what people want), feasibility (what is technically possible), and viability (what makes a sustainable business model), with some frameworks also considering responsibility (ethics). The DT process involves framing challenges with "How Might We...?" questions, gathering inspiration through observation, generating ideas with divergent thinking, and quickly developing rough prototypes, embodying the ethos of 'failing fast to learn fast.' These processes are supported by tools like Personas, Customer Journey Maps, and the Business Model Canvas, recognizing that observing a relatively small group of 20 to 30 customers can provide about 90 percent of the insight needed to develop the right product.
