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Zrozumienie potrzeb klientów możliwe dzięki design thinking

Marketing

Zrozumienie potrzeb klientów możliwe dzięki design thinking

Piątek, 04 stycznia 2019
Niewiele firm rozumie, w jaki sposób dochodzić do innowacji – mówi Martin Zalewski, ekspert innowacji. Ich podstawą powinna być koncepcja design thinking oparta na zrozumieniu potrzeb człowieka – potencjalnego odbiorcy produktu czy usługi. Design thinking opiera się na myśleniu projektowym i jest to na tyle uniwersalna metoda, że może być stosowana od start-upu po wielką korporację.
Design thinking to usystematyzowane podejście do procesu innowacji. Pierwszym krokiem jest zbudowanie interdyscyplinarnego zespołu, w skład którego wchodzą specjaliści, gwarantujący spojrzenia na dany problem z różnych perspektyw: inżynierowie, technolodzy, specjaliści od marketingu, projektowania, socjolodzy. Proces projektowy jest otwarty, przez co mogą się w niego zaangażować nawet te osoby, które na co dzień mają odmienne doświadczenia zawodowe.

– Często rozmawiam o design thinking jako podstawie budowania innowacyjnych produktów i serwisów dla klientów. Z mojego doświadczenia wynika, że mało firm rozumie, w jaki sposób dojść do innowacji. Do tego trzeba konceptu, który się nazywa design thinking, który pozwala zbliżyć się do człowieka, nie do klienta, i zrozumieć tego człowieka, jego potrzeby, przez wysłuchanie i empatię – mówi agencji informacyjnej Newseria Biznes Martin Zalewski, ekspert w dziedzinie rozwoju cyfryzacji i transformacji firm.

Innowacja zaczyna się od empatii. Pierwszym etapem design thinking jest głębokie zrozumienie potrzeb i problemów klientów. Kluczowe jest rozpoznanie ukrytych i intuicyjnych motywacji, które mają wpływ na ludzkie wybory i zachowania.

– Empatia jest tutaj bardzo ważna, a rzadko kiedy firmy są empatyczne. Mają dużo superproduktów, ale nie rozumieją podstawowych potrzeb klienta – mówi Martin Zalewski.

Efektem design thinking są więc rozwiązania pożądane przez użytkowników, technologicznie wykonalne i ekonomicznie uzasadnione.

– Ktoś za innowację powinien zapłacić, bo ona nie jest tania. Jeżeli skupimy się na potrzebie klienta z odpowiedniej strony, to wtedy budowanie lojalności pomoże w naszym business case – mówi Martin Zalewski.

Eksperci przyznają, że ważna jest również kwestia, jakiego typu technologii użyć do wdrażania innowacji.

– Ja jestem fanem AI, czyli sztucznej inteligencji, ale inteligentnej, gdzie robot za ciebie myśli, widzi ciebie i może ciebie skontekstować pod względem tego, jak się czujesz, jak odpowiednio podejść do klienta z odpowiedzią, żeby nie było to techniczne, a bardziej rozmyślne – mówi Martin Zalewski.



źródło: newseria.pl


tagi: Martin Zalewski, innowacyjność, design thinking, biznes, projkety, myślenia projektowe, sztuczna inteligencja,


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