4 Great Examples of Design Thinking in Action
Design thinking is a human-centered approach to innovation that integrates the needs of people, the possibilities of technology, and the requirements for business success. It’s a methodology used by designers to solve complex problems and find desirable solutions.
In the face of pushback from leadership, who often prioritize business problems over human problems, design thinking stands as a testament to the power of human-centered design (HCD). It emphasizes the importance of research and deep consideration, rather than rushing out features.
As we move into an age of AI-powered applications and services, the principles of HCD become even more crucial. AI has the potential to revolutionize the way we live and work, but only if it’s designed with the user at the center. AI applications that don’t take into account the needs, preferences, and contexts of the people who use them risk being ineffective at best and harmful at worst. By applying HCD to the development of AI, we can ensure that we’re creating technology that truly serves people, rather than the other way around.
In this new article, I’ve found even more compelling case studies that demonstrate the importance of putting people at the center of your process.
Banking for the Unbanked: IDEO.org and Equity Bank
The Challenge: In Kenya, many rural residents had never used a bank before, leading to a lack of financial security and growth. Without access to banking services, these individuals were vulnerable to financial exploitation and had limited opportunities for economic advancement.
The Solution & Success: IDEO.org partnered with Equity Bank to design a new bank account experience targeted at this demographic. The team conducted extensive field research, interacting directly with potential users to understand their needs and pain points. They then used these insights to design a user-friendly mobile banking app that allowed users to manage their money safely and conveniently. The app was a resounding success, with over 400,000 accounts opened in the first four months after launch.
“The success of this project shows how design thinking can be used to understand and address the unique needs of a specific user group. It’s about creating solutions that truly meet the needs of the users.” — IDEO.org
A Future Vision for the US Government: IDEO and The White House
The Challenge: The digital experience of government services often leaves much to be desired. Inefficient and outdated systems not only frustrate users but also lead to wasted resources and potential loss of trust in government institutions.
The Solution & Success: Recognizing this, The White House invited IDEO to help reimagine the digital experience of government services. The team used design thinking to understand the needs of various stakeholders, conducting interviews and workshops with both government employees and citizens. They used these insights to create a new vision for digital government services that was user-centered and efficient. This ongoing project has led to significant improvements in government services.
“Design thinking has allowed us to take a user-centered approach to digital government services. The improvements we’ve seen are a testament to the power of this methodology.” — The White House
Designing the Emotional Cinema Experience
The Challenge: The cinema experience is about more than just watching a movie — it’s about emotion and creating memorable experiences. However, traditional cinema settings often fail to deliver on this promise, leading to dissatisfied customers and potential loss of business.
The Solution & Success: The Interaction Design Foundation presents a case study on how design thinking was used to create a new cinema experience. The team conducted extensive research, including interviews and observations, to understand what moviegoers wanted from their cinema experience. They used these insights to design a cinema experience that would evoke emotions and create memorable experiences for moviegoers. The result was a new cinema concept that included elements like a lounge area, a variety of seating options, and a unique food and beverage menu.
“With design thinking, we were able to reimagine the cinema experience. It’s not just about watching a movie, it’s about creating an experience that resonates with moviegoers on an emotional level.” — Interaction Design Foundation
Designing a Better Healthcare Experience
The Challenge: Healthcare is a field that greatly benefits from a human-centered approach. However, many hospitals struggle to provide a patient experience that meets the needs and expectations of their patients, leading to dissatisfaction and potential harm to patient health.
The Solution & Success: A case study from the Interaction Design Foundation discusses how design thinking was used to improve the healthcare experience at a hospital. The team conducted in-depth interviews and observations with patients and healthcare providers to understand their needs and pain points. They used these insights to design a better healthcare experience, resulting in a set of recommendations that included changes to the physical environment, the patient journey, and the use of technology in the hospital.
“Design thinking allowed us to truly understand the needs of our patients and healthcare providers. The improvements we’ve made have led to a better healthcare experience and increased patient satisfaction.” — Interaction Design Foundation
Design thinking is a powerful tool for innovation and problem-solving. As these case studies show, it can be used in a variety of fields to understand user needs, identify problems, and design effective solutions. Whether you’re designing a product, a service, or a system, design thinking can help you create solutions that truly meet the needs of your users.
If you’re interested in more examples of design thinking in action, check out my previous article — published in The Startup and read 35k times.
