Category Archives: Design

After Hours with Mauro Porcini – PepsiCo’s First Chief Design Officer

After Hours with Mauro Porcini - PepsiCo’s First Chief Design Officer

A short while ago I had the opportunity to sit down with Mauro Porcini, SVP & Chief Design Officer at PepsiCo, a multi-billion-dollar American corporation with more than 250,000 employees. It is the second largest food and beverage company in the world, and the largest in North America.

The initial part of this interview focused on how PepsiCo embraces failure and gets to the root of customer needs and can be found on Innovation Leader. But Mauro had so much design and innovation wisdom to share that he agreed to stay after hours and answer more questions.

Mauro Porcini joined PepsiCo in 2012 as its first Chief Design Officer and began infusing design thinking into PepsiCo’s culture and leading a new approach to innovation by design across the company’s popular product platforms and brands, as well as new platforms such as Alternative Hydration (water personalization and consumption beyond the bottle) and Spire (Smart Fountains for drinks customization).

The team’s efforts extend from physical to virtual expressions of the brands, and to the company’s focus on sustainability. In the past seven years the PepsiCo design team has won more than 1,000 Design and Innovation awards.

To dive deeper into innovation at PepsiCo I posed the following questions:

Why is innovation important to PepsiCo?

Innovation is an absolutely fundamental, core value at PepsiCo. It’s a key ingredient in the company’s success and continued growth. Our daily work as designers within PepsiCo is to keep our innovation pipeline as human-centered as possible, as well as agile, flexible, reactive and in-tune with global and local trends. This requires a multi-disciplinary effort that involves close collaboration with other functions like R&D, Marketing, Strategy, Consumer Insights, and Manufacturing to ensure we are unlocking the full potential of our brands.

Mauro, I see you’re already connecting innovation and design. Let’s dig into that.

What do you see as the intersection between innovation and design, and why is this intersection important?

Mauro Porcini The reality is that design and innovation are one and the same. Innovation is all about people. Innovation is about imagining, designing and developing meaningful solutions for people’s needs and wants. As designers, we are trained in three dimensions: human science (desirability), business (viability) and technology (feasibility). In the projects my global design team works on at PepsiCo, we connect these three dimensions to create products, brands, experiences and services that are relevant to the communities we design for. We call this approach “design”; the world often calls it “innovation.”

It’s interesting that you see innovation and design as synonyms where many see design instead as a path to innovation. Let’s explore what it takes to excel at design.

Click here to read the rest of the interview with Mauro Porcini on CustomerThink

Other questions Mauro will answer on CustomerThink include:

What are some of the most important differences between doing design and being a design leader that innovators and designers should be aware of?
What was the impetus, what resistance did you face, and what excited you about this design challenge?
Why is it more important to be in love with your customers than to try and satisfy them?
Do you have any tips for organizations trying to get better at empathy, listening and understanding to become better innovators?
What are you most curious about right now?
What are you working on learning about or mastering right now to help the team?

Images courtesy of PepsiCo

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Design Thinking vs. Human-Centered Design

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Understanding the Difference

Design Thinking vs. Human-Centered Design

GUEST POST from Chateau G Pato

In the dynamic world of design and innovation, two methodologies stand out for their impact and popularity: Design Thinking and Human-Centered Design (HCD). While they share similarities, such as a focus on understanding users and solving problems creatively, they are distinct in their approach and application. This article will delve into the nuances of each methodology, underscore their differences, and illustrate their unique value through two compelling case studies.

What is Design Thinking?

Design Thinking is an iterative problem-solving process that seeks to understand the user, challenge assumptions, redefine problems, and create innovative solutions to prototype and test. It involves five stages: empathize, define, ideate, prototype, and test. This approach encourages diverse thoughts to generate new ideas and challenge traditional assumptions in a creative manner[^10^].

What is Human-Centered Design?

Human-Centered Design, on the other hand, is a process that starts with the people you’re designing for and ends with new solutions tailored to suit their needs. It’s a framework that develops solutions by involving the human perspective in all steps of the problem-solving process¹¹.

Key Differences

The main difference lies in their scope and focus. Design Thinking is broader, applicable to a wide range of problems beyond just product or service design. It’s a general approach to problem-solving. HCD, however, is more focused on creating solutions that are specifically tailored to improve the user experience and usability of products and services.

Case Study 1: Airbnb’s Turnaround with Design Thinking

Airbnb is a classic example of Design Thinking in action. When the company was struggling to gain traction, the founders decided to employ Design Thinking. They empathized with users by actually staying in the rented spaces themselves. This led to a redefinition of their problem and ideation that focused on improving the quality of listings. By prototyping changes and testing them, they enhanced the user experience, which significantly increased bookings and helped turn the company around⁵.

Case Study 2: Asili – Human-Centered Design for Community Health

Asili is a sustainable community-owned health, agricultural, and water business in the Democratic Republic of the Congo. The project utilized Human-Centered Design to understand the community’s needs deeply. By involving the community in every design phase, from ideation to implementation, Asili created services that were not only desired by the community but also supported their long-term goals and values³.

Conclusion

Both Design Thinking and Human-Centered Design offer valuable frameworks for innovation. Design Thinking provides a broad, flexible problem-solving approach, while Human-Centered Design ensures that solutions are deeply empathetic and tailored to the users’ needs. By understanding their differences and applications, designers and innovators can choose the right approach for their specific challenges.

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This exploration into Design Thinking and Human-Centered Design reveals that while they overlap, each has its strengths and ideal scenarios for application. The case studies of Airbnb and Asili demonstrate how these methodologies can lead to successful outcomes when applied thoughtfully. As we continue to innovate and design solutions for complex problems, understanding and utilizing these frameworks can be the key to creating impactful and lasting change.

References:

(1) Human centered design vs. Design thinking: an overview | Mural. https://www.mural.co/blog/design-thinking-vs-human-centered-design.
(2) Human-Centered Design vs. Design-Thinking: How They’re Different…. https://blog.movingworlds.org/human-centered-design-vs-design-thinking-how-theyre-different-and-how-to-use-them-together-to-create-lasting-change/.
(3) Explore 10 Great Design Thinking Case studies – The Knowledge Academy. https://www.theknowledgeacademy.com/blog/design-thinking-case-study/.
(4) Case Studies using Human Centered Design – The Compass for SBC. https://thecompassforsbc.org/project-examples/case-studies-using-human-centered-design.
(5) Human-centred design in industry 4.0: case study review and …. https://link.springer.com/article/10.1007/s10845-021-01796-x.
(6) Case Studies – Design Kit. https://www.designkit.org/case-studies.html.
(7) Human-Centered Design in Action: #LearnHCD Case Studies 3 & 4 From…. https://blog.movingworlds.org/human-centered-design-in-action-learnhcd-case-studies-3-4-from-the-field/.
(8) Explore: Design Thinking Case Studies | The Design Thinking Association. https://www.design-thinking-association.org/explore-design-thinking-topics/design-thinking-case-studies.
(9) 8 Great Design Thinking Examples – Voltage Control. https://voltagecontrol.com/blog/8-great-design-thinking-examples/.
(10) Design Thinking Case Studies – Innovation Training. https://www.innovationtraining.org/design-thinking-case-studies/.
(11) 7 Real-Life Design Thinking Examples | AND Academy. https://www.andacademy.com/resources/blog/ui-ux-design/7-design-thinking-examples/.
(12) What is Human Centered Design (HCD)? (vs Design Thinking) – Hotjar. https://www.hotjar.com/design-thinking/vs-human-centered-design/.
(13) Design Thinking Vs Human-Centred Design: What’s the difference?. https://medium.com/snapout/design-thinking-vs-human-centred-design-whats-the-difference-9ef855f55223.
(14) Design Thinking Frequently Asked Questions… | IDEO | Design Thinking. https://designthinking.ideo.com/faq/whats-the-difference-between-human-centered-design-and-design-thinking.
(15) Human Centered Design vs. Design Thinking – The UX Studio. https://theuxstudio.com/ux-articles/human-centered-design-vs-design-thinking/.

SPECIAL BONUS: Futurology is not fortune telling. Futurists use a scientific approach to create their deliverables, but a methodology and tools like those in FutureHacking™ can empower anyone to engage in futurology themselves.

Image credit: Unsplash

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Human-Centered Design in the Digital Age

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Navigating Challenges and Opportunities

Human-Centered Design in the Digital Age

GUEST POST from Art Inteligencia

In today’s digitally advanced era, businesses progressively rely on technology to connect with customers, optimize processes, and enhance products and services. However, amidst this rapid digitization, it is crucial to remember that humans should remain at the core of all design and development efforts. Human-centered design (HCD) principles guide us to create meaningful and intuitive solutions that truly address the needs and expectations of users. This article explores the challenges and opportunities of human-centered design in the digital age, emphasizing the importance of empathy and two compelling case studies that exemplify its effectiveness.

Challenges of Human-Centered Design in the Digital Age:

While human-centered design principles promise significant benefits, implementing them in the digital age comes with unique challenges. Some of these challenges include:

1. Big Data Overload: In the digital landscape, businesses are inundated with vast amounts of data about their users. It can be overwhelming to sift through this data effectively to truly understand user needs and preferences. Distilling relevant insights from the sea of information becomes crucial to designing user-centric solutions.

2. Rapid Technological Advances: The pace at which technology evolves poses challenges in keeping up with user expectations. Designers must not only adapt to the evolving technological landscape but also anticipate potential user challenges and preferences that emerge with new technologies.

Opportunities presented by Human-Centered Design in the Digital Age:

Human-centered design offers numerous opportunities for businesses to excel in the digital age. Some key opportunities include:

1. Enhancing User Experience (UX): User experience is the cornerstone of success in the digital realm. By understanding users intimately through human-centered design practices, businesses can craft seamless, intuitive, and immersive experiences that exceed user expectations. A well-designed UX fosters loyalty, advocacy, and differentiates a brand in an intensely competitive market.

2. Driving Digital Transformation: Human-centered design enables organizations to drive digital transformation effectively. By consistently placing humans at the center of strategic decision-making, businesses can create digital products and services that drive productive, efficient, and meaningful outcomes.

Case Study 1: Airbnb – Transforming Travel Experiences:

Airbnb’s success is deeply rooted in the implementation of human-centered design principles. By aligning their platform with the needs, desires, and pain points of both hosts and guests, Airbnb created a transformative experience in the travel industry. The platform offers personalized recommendations, user reviews, intuitive search features, and streamlined booking processes, centered around user needs. Airbnb’s human-centered approach revolutionized the travel industry and disrupted traditional accommodation providers.

Case Study 2: Apple – Revolutionizing Digital Communication:

Apple’s dominance in the smartphone market is a testament to its adherence to human-centered design principles. Through exquisite hardware and software integration, intuitive interfaces, and seamless connectivity, Apple prioritizes a superior user experience. By keenly understanding user emotions, wants, and needs, Apple revolutionized digital communication and became a symbol of exceptional human-centered design in the digital age.

Conclusion

In the digital age, human-centered design remains instrumental in overcoming challenges and capitalizing on opportunities. By genuinely understanding users, their struggles, and preferences, businesses can create innovative and meaningful digital solutions. As demonstrated by Airbnb and Apple, human-centered design has the power to transform industries and build strong connections with users. Embracing human-centered design in the digital age is not only an ethical decision but also a strategic choice that fosters long-term success and establishes an organization as a leader in its domain.

Bottom line: Futurology is not fortune telling. Futurists use a scientific approach to create their deliverables, but a methodology and tools like those in FutureHacking™ can empower anyone to engage in futurology themselves.

Image credit: Pexels

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The Importance of Empathy in Design Thinking

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The Importance of Empathy in Design Thinking

GUEST POST from Art Inteligencia

Empathy is at the core of design thinking, the innovative problem-solving approach that puts human needs and experiences at the forefront of the design process. It is the ability to truly understand and share in the feelings and experiences of others, and it is a critical element in creating products, services, and experiences that resonate with users on a deep and meaningful level.

Empathy allows designers to put themselves in the shoes of their users, to see the world from their perspective, and to uncover insights that can inform the design process. By empathizing with users, designers can better understand their needs, desires, and pain points, and create solutions that truly meet their needs.

Case Study 1: OXO Good Grips

One powerful example of the importance of empathy in design thinking is the story of the OXO Good Grips kitchen tools. In the 1980s, Sam Farber noticed that his wife, who was struggling with arthritis, had difficulty using traditional kitchen tools. He realized that there was a need for kitchen tools that were both functional and comfortable to use for people with limited dexterity. Farber and his team at OXO set out to design a line of kitchen tools that were easy to grip and use, with soft, comfortable handles that were easy on the hands. The result was a line of tools that were not only popular among people with arthritis but also became a bestseller among all consumers, demonstrating the power of empathetic design in creating products that meet the needs of a diverse range of users.

Case Study 2: Airbnb

Another compelling case study that illustrates the importance of empathy in design thinking is Airbnb. When the founders of Airbnb, Brian Chesky and Joe Gebbia, were struggling to pay rent, they decided to rent out air mattresses in their living room as a way to make some extra money. They quickly realized that there was a need for affordable, unique, and authentic accommodations for travelers, and they set out to create a platform that connected hosts with travelers looking for a more personalized and local experience. By empathizing with both hosts and travelers, Airbnb was able to create a platform that has revolutionized the travel industry and disrupted traditional hotel accommodations, showing the power of designing with empathy for the needs and experiences of users.

Conclusion

Empathy is a crucial element in design thinking that allows designers to create products, services, and experiences that truly resonate with users. By putting themselves in the shoes of their users and truly understanding their needs and experiences, designers can create solutions that address real-world problems and connect with users on a deeper level. The case studies of OXO Good Grips and Airbnb are just two examples of how empathy in design thinking can lead to innovative and successful products that have a real impact on people’s lives.

Image credit: Pixabay

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Starbucks Upgrading the Last Minute of the Mobile Ordering Journey

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Starbucks Upgrading the Last Minute of the Mobile Ordering Journey

Starbucks is definitely regarded as an innovator in the mobile commerce and loyalty space.

Starbucks was one of the first retailers (2008) to successfully introduce a card-based loyalty program with broad adoption – the Starbucks card – which not only had loyalty benefits for customers but also could be used as a means of payment.

Building from this, Starbucks created a mobile app early in the smartphone era that mirrored many of the capabilities of the Starbucks card, allowing people to not only pay with their mobile phone (backed by a credit card), but to check their points and payment balances.

Starbucks then launched mobile order & pay in Portland near the end of 2014 before beginning to release it more broadly in 2015.

All of Starbucks’ loyalty and mobile technology inventions positioned the company quite well to survive the COVID-19 shutdowns around the world.

Starbucks Mobile Ordering

Personally I try to keep as many apps OFF my phone as possible. So, it wasn’t until the coronavirus restrictions that I finally caved in and downloaded the Starbucks app. The reason?

Given the pandemic, the last thing I wanted to do was stand around in an enclosed space with suspect ventilation waiting for my Starbucks beverage any longer than I had do. So, I downloaded the app and began ordering my drink from the car and waiting 4-5 minutes (or longer if they looked busy) before going inside to get my drink.

What I found annoying though was that the app gave an estimate that often was in the 15-23 minute range, despite the fact that it rarely took more than five minutes, and there was no notification when my drink was ready.

I started designing a better approach in my mind, and was about to suggest it to Starbucks when I happened upon what is likely a pilot in one of my local Starbucks. It looks like this:

Starbucks Mobile Order Board

At this particular pilot Starbucks they have this flat screen that shows the people who have mobile orders placed (in alphabetical order) and then the Starbucks employee at the end of the line has a tablet they manage.

When an order is complete, the Starbucks employee updates the order status to ‘READY’ on the tablet, the image on the board changes to show a READY indicator, and a text message is sent to the person’s phone.

When the customer picks up their order, then the Starbucks employee marks it ‘PICKED UP’ on the tablet so that the person’s name is removed from the board.

This is very close to the idea that I was going to propose, but with one big exception.

My idea was to suggest printing out an enhanced bar code that could be scanned at the end of the line by the barista to trigger the text message – instead of using a tablet and a screen. This could have been a much simpler and cheaper approach both in terms of technology and labor.

Either way, there is no doubt that Starbucks continues to experiment and push for improvements in the last minute of the mobile ordering journey to create a great experience. This enables them to keep their employees and customers healthy and safe, and keep Starbucks ahead of their competition.

Keep innovating!

Image (2) credit: Digitaltrends.com

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The Power of Human-Centered Design

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How Putting People First Can Drive Innovation

The Power of Human-Centered Design

GUEST POST from Art Inteligencia

Human-Centered Design (HCD) is a powerful approach that prioritizes understanding the needs and behaviors of users to create innovative solutions. By focusing on the end user throughout the design process, companies can develop products and services that truly resonate with customers and drive business success. In this article, we will explore the power of Human-Centered Design by examining two case studies that demonstrate how putting people first can lead to groundbreaking innovation.

Case Study 1: Airbnb

Founded in 2008, Airbnb revolutionized the hospitality industry by connecting travelers with unique accommodations around the world. At the heart of Airbnb’s success is their commitment to HCD. From the very beginning, the founders of Airbnb understood the importance of creating a platform that catered to the needs and desires of both hosts and guests.

By conducting extensive user research and testing, Airbnb was able to identify pain points in the traditional hospitality industry, such as lack of personalization, limited options, and high costs. Armed with this insight, Airbnb developed a platform that allowed hosts to list their properties and guests to book unique and affordable accommodations.

Through continuous iteration and feedback from users, Airbnb refined its platform to better meet the needs of both hosts and guests. By putting people first, Airbnb has transformed the way people travel and experience new destinations, leading to tremendous growth and success for the company.

Case Study 2: IDEO

IDEO is a global design and innovation consultancy that has been at the forefront of HCD for over 40 years. IDEO’s approach to innovation is rooted in empathy and understanding the needs of users to create human-centered solutions. One of IDEO’s most famous projects is the redesign of the shopping cart for a major retailer.

Rather than jumping straight to solutions, IDEO immersed themselves in the shopping experience, observing and interacting with customers to understand their pain points and frustrations. Through this research, IDEO discovered that customers struggled with the unwieldy and inconvenient design of traditional shopping carts.

Using this insight, IDEO created a new shopping cart design that was more user-friendly and intuitive, with features such as larger wheels for easier maneuverability and integrated storage compartments. The redesigned shopping cart not only improved the shopping experience for customers but also increased sales for the retailer.

Conclusion

The case studies of Airbnb and IDEO demonstrate the power of Human-Centered Design in driving innovation and success. By putting people first and prioritizing the needs and experiences of users, companies can create products and services that truly resonate with customers. Whether you are designing a digital platform or a physical product, incorporating HCD principles into your process can lead to groundbreaking innovation and lasting impact. As the business world continues to evolve, embracing a human-centered approach will be essential for companies looking to thrive in the digital age.

Image credit: Pixabay

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What is design thinking? – EPISODE FIVE – Ask the Consultant

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Live from the Innovation Studio comes EPISODE FIVE of a new ‘Ask the Consultant’ series of short form videos. EPISODE FIVE aims to answer a question that many people struggle to answer or accurately discuss:

“What is design thinking?”

Design Thinking is often misunderstood and sometimes even maligned because too many people think it is a process. It doesn’t help when visuals like this one from the Stanford d.School label it as such:

Stanford d.School Design Thinking Process

Instead design thinking should be thought of as a mindset, or a collection of mindsets, including the novice mindset.

There is a big difference between knowing the design thinking components and being a design thinker. Design Thinking is not a technical skill, it is a collection of soft skills, so buyer beware.

One of the key things to remember about design thinking (or human-centered design) is that it is a highly iterative process intended to leverage extensive prototyping and testing.

Another important thing to remember is that unlike other problem solving methods, good design thinking professionals will spend as much, if not more, time and energy on the problems(s) than on the solution(s).

Preparing to Solve the Right Problem

To help with this I’ve created a Problem Finding Canvas to help you identify all of the potential problems in a particular search area.

It’s available for only $9.99 here in the shop.

}} Click here to watch the video {{

Help Shape the Next ‘Ask the Consultant’ Episode

Grab a great deal on Stoking Your Innovation Bonfire on Amazon while they last!

Get a copy of my latest book Charting Change on Amazon

Contact me with your question for the next video episode of “Ask the Consultant” live from my innovation studio

Below are the previous episodes of ‘Ask the Consultant’:

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Case Studies of Successful Disruptive Design

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Analyzing real-world examples of companies that have successfully embraced industry shifts through innovative design strategies

GUEST POST from Chateau G Pato

In today’s fast-paced and ever-changing business landscape, companies are constantly striving to stay ahead of the curve and remain competitive in an increasingly crowded market. One key strategy that has proven to be successful for many companies is disruptive design – a design approach that challenges traditional industry norms and sets new standards for innovation.

In this article, we will delve into two case studies of companies that have successfully embraced industry shifts through innovative design strategies. By analyzing their approaches and the outcomes of their efforts, we can gain valuable insights into how disruptive design can drive growth and transformation in any business setting.

Case Study 1: Airbnb

Airbnb is a prime example of a company that has revolutionized the travel and hospitality industry through disruptive design. Founded in 2008, Airbnb disrupted the traditional hotel model by allowing individuals to rent out their homes or spare rooms to travelers, creating a more personalized and unique lodging experience.

One of the key elements of Airbnb’s disruptive design strategy was its focus on user experience. The platform was designed to be user-friendly and intuitive, making it easy for both hosts and guests to connect and transact. This seamless user experience, combined with innovative features such as user reviews and personalized recommendations, helped Airbnb rapidly gain traction and disrupt the industry.

Another key aspect of Airbnb’s disruptive design strategy was its emphasis on community building. By fostering a sense of belonging and connection among hosts and guests, Airbnb was able to create a loyal user base that continues to grow to this day. This strong community network has not only fueled Airbnb’s success but has also helped the company weather challenges and navigate industry shifts with agility.

Case Study 2: Tesla

Tesla is another prime example of a company that has embraced disruptive design to revolutionize the automotive industry. Founded in 2003, Tesla disrupted the traditional automotive market by focusing on electric vehicles and innovative technology, challenging long-held beliefs about the feasibility and viability of electric cars.

One of the key elements of Tesla’s disruptive design strategy was its focus on sustainability and environmental consciousness. By positioning electric vehicles as a cleaner and more sustainable alternative to traditional gas-powered cars, Tesla was able to tap into a growing consumer demand for environmentally friendly products and effectively differentiate itself in the market.

Another key aspect of Tesla’s disruptive design strategy was its relentless focus on innovation and technology. From cutting-edge battery technology to autonomous driving features, Tesla has consistently pushed the boundaries of what is possible in the automotive industry, setting new standards for performance, safety, and convenience.

Conclusion

By analyzing these case studies, we can see how companies like Airbnb and Tesla have successfully embraced industry shifts through disruptive design strategies. By focusing on user experience, community building, sustainability, and innovation, these companies have been able to not only disrupt their respective industries but also drive growth and transformation in the process. As businesses continue to evolve and adapt to changing market dynamics, the lessons learned from these case studies can serve as valuable insights for any company looking to stay ahead of the curve and remain competitive in today’s fast-paced business landscape.

Image credit: Unsplash

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Design Thinking in Action

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Case Studies of Companies that Thrive on Innovation

Design Thinking in Action

GUEST POST from Art Inteligencia

In today’s fast-paced and rapidly changing business landscape, companies are constantly seeking new innovative solutions to stay ahead of the competition. One approach that has gained traction in recent years is design thinking. Design thinking is a human-centered approach to innovation that emphasizes empathy, creativity, and iterative problem-solving. In this article, we will explore how two companies – Apple and IDEO – have successfully implemented design thinking principles to drive innovation and achieve business success.

Apple: Designing for Delight

Apple is synonymous with innovation and design excellence, and much of its success can be attributed to its design thinking approach. From the sleek and intuitive design of the iPhone to the user-friendly interface of the iPad, Apple’s products are known for their attention to detail and focus on user experience. One key aspect of Apple’s design thinking process is its emphasis on empathy – understanding the needs and desires of its customers to create products that truly delight and inspire.

A prime example of this is the development of the iPod. In the early 2000s, Apple recognized the growing demand for portable music players but saw that existing products were cumbersome and hard to use. By conducting in-depth user research and observing how people interacted with music on a daily basis, Apple was able to design a product that revolutionized the music industry. The result was the iPod – a sleek and intuitive device that made it easy for users to access and enjoy their music on the go.

IDEO: Empowering Creativity Through Collaboration

IDEO is a global design and innovation consultancy known for its human-centered approach to solving complex problems. Founded in 1991, IDEO has worked with companies ranging from startups to Fortune 500 companies to create innovative products and services that have a lasting impact on society. At the core of IDEO’s design thinking process is its emphasis on collaboration and iteration – bringing together diverse perspectives and ideas to create truly groundbreaking solutions.

One of IDEO’s most famous projects is the redesign of the shopping cart for a major retail chain. By engaging with customers and employees to understand their pain points and frustrations with the existing shopping cart, IDEO was able to develop a new cart design that improved the shopping experience for everyone involved. The new design featured ergonomic handles, self-checkout capabilities, and modular components that made it easy to customize based on individual needs. The result was a shopping cart that not only enhanced the customer experience but also increased efficiency and profitability for the retailer.

Conclusion

Design thinking is a powerful tool for companies looking to drive innovation and achieve business success. By focusing on empathy, creativity, and collaboration, companies like Apple and IDEO have been able to create products and services that truly resonate with their customers and set them apart from the competition. As technology continues to evolve and consumer expectations continue to rise, design thinking will play an increasingly important role in shaping the future of business and driving growth and success for companies around the world.

Image credit: Unsplash

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50 Cognitive Biases Reference – Free Download

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by Braden Kelley

I came across this cognitive biases infographic from TitleMax and it has a lot of great information in it, but…

The problem with long, information-rich infographics like this is that they’re hard to consume on the screen in their entirety, you can’t print them in a legible way, and they’re hard to leverage in your work. The creators of this infographic did a nice job of capturing a wide range of cognitive biases, which makes this a quite useful tool for design thinking, but not in this format.

To help everyone out, I’ve taken the original infographic and reformatted it into a five page PDF for easy reading and printing on 8.5″ x 11″ letter size paper.

Click here to download the 50 Cognitive Biases PDF (8.5″x11″)

See the original infographic below (click to access the source image):