Reason #1: Fundamental
Changes in the World Design Industry
The industry of design is undergoing deep transformation: from now on
design is not only for appearance and style.
Design is dramatically changing its role from being simply a
tactical device to becoming a
strategic business tool.
Reason #2: Transformation
of Consumption Culture
Technological revolution provides customers with real power in
the market. Today, the question of the utmost importance for
how to satisfy people who have an almost endless choice
reinforced by instant access to global market.
Yin and Yang of Value Innovation
Thus, the main issue of
new product development (NPD) has dramatically changed.
Until recently it was: ‘What technical /
organization /financial / manufacturing possibilities for designing new
product we have’ (Technology-Driven Strategy).
Now it is: ‘What else does our customer
want?/How can we emphasize with him?/What should we design to make our
new brand/product experience as interesting, amazing, exciting as
possible’ (Consumer-Driven Strategy).
Reason #3: Marketing
Research vs. Design Research
Traditional marketing tools are good for analyzing existing market
thinking, qualitative approach used by designers is
very good for imagining new possibilities. Designers identify new
product opportunities, create design briefs,
market research, develop a
and even brief
companies on how to
promote the new product.
Reason #4: From
'Consumer' to 'Human' Experience
In contrast to artificial situations of focus group discussions,
designers prefer conducting
looking at the world
through their customers’ eyes, empathizing with the soul, mind and body
Zen Buddhism with its total immersion in reality, attention to
ordinary life and day-to-day experiences is possibly the best way to
describe how they like approaching to work.
Those who combine design thinking with interest in user research are
called human factor specialists. They
research into total human – not
merely customer – experience, investigate how people approach the world,
what nuances of interaction with the product, brand, environment is of
the most importance for them, what they expect from usage.
Today, many companies create such new jobs as cognitive psychologists,
cross-cultural specialists who adapt products of global brands to
markets with different values and mentality, as well as ethnographers.
Reason #5: Design
Thinking – the Best Tool to Tackle Tacit Knowledge
requires new way of thinking to tackle ‘ill-defined’
As the real power in the market goes to the customer, companies must
learn how to use effectively the tacit knowledge their people
accumulated about customer wants.
Customer Success 360
Reason #6: From Product
Design to Experience Design
This is a gift of co-creation, of holistic approach to life and ability
to fill it with meaning, emotions and lifestyle drivers. New designers
are able to create diverse human experiences, not just physical shapes,
content, not simply a form, workplaces, not merely furniture.
Reason #7: From the
Knowledge Economy to the Creativity Economy
In today’s era of hypercompetition companies must be very creative to
differentiate from the competition in the eyes of their customers.
Companies need to learn how to
manage creativity effectively. They also need very