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What is Design Thinking?

Design Thinking is a design thinking process to develop a product or service that combines Creative Thinking and Business Thinking.

The key principle is to understand the needs, problems and needs of the target audience. (Human-Centered) and then brainstorm to find solutions. To create products that meet the needs of users or consumers as much as possible

The Design Thinking process is divided into 5 steps as follows:

1. Empathize (Understanding)

Understanding here means Business Target Audience Education by Empathize is the first and most important process of Design Thinking in understanding the needs of your target audience. This can be done in a number of ways, such as observing behavior. Both individual interview (Individual Interview) and focus group (Focus Group) to use the data obtained to make assumptions.

2. Define

When the information from the target group has been obtained. The next order is problem determination In this way, consider the problems and opportunities that can be gained by resolving them. Then come up with ideas for solving the problem.

3. Ideate

When the problems and opportunities are known It’s time to brainstorm ideas for solutions. by allowing the team to brainstorm ideas Throw in more ideas, the better. Then the feasibility of doing it is assessed.

4. Prototype

After getting the idea It will begin to go into the process of creating a prototype (Prototype). The prototype model must be able to be built quickly and easily because the purpose of creation is to test the idea with the target audience as quickly as possible.

5. Test

This step is to bring the created prototype to the target audience for testing. To see if the idea that you think can really solve the problem for the target audience or not.

Case Study on applying Design Thinking to your business

1. Uber Eats

Uber Eats is a Tech Startup that uses Design Thinking to build a business. Uber Eats uses the Empathize process by understanding the differences in human behavior in different corners of the world. Study the mode of transportation. and adjust the business model to suit each area

Insights into Uber Eats’ Design Thinking implementation.

The highlight of Uber Eats’ Design Thinking is Empathize , where the team understands the target audience through real-world fieldwork. But Uber Eats field trips aren’t just about exploring the area. but rather to send a team to the area to study eating behavior, transportation structure until talking to the restaurant They study stakeholders. (Stakeholders) with all Uber Eats to use the data to optimize the business design.

Examples of Uber Eats onsite visits

Explore restaurants during rush hour. to observe the management of the store’s situation. Went in to have dinner with a local family.

1. to observe eating behavior

Track the food delivery behavior of the food delivery person. To study the time and distance and the method used to deliver food.
This is because Uber Eats is available in many countries around the world. Therefore, in all areas and cities where Uber Eats is available, all field trips are studied. because they have the idea that “You can’t understand the behavior of Bangkokians. through sitting for information on the building from New York.”

when understanding different target groups in each area The business model therefore differs from area to area. For example, in Bangkok, Uber Eats uses motorcycles to deliver food, while San Francisco uses bicycles to deliver food. As for the behavior of using Uber Eats in the United States, you can call to order. without having to go through the app To support the elderly society who is not good at ordering food through applications, etc.

The result of Design Thinking with understanding of the target audience in each area resulted in the success of Uber Eats , with 21 million monthly active users, over $1.2 billion in revenue (37 billion baht). Interestingly, Uber Eats in 2020 will become more of a business that brings more revenue to the organization than the main Uber, which has lost revenue after the Covid-19 crisis and has the opportunity to be the main source of income for the organization in the future.

2. PillPack

Tech Startup that solves PillPack patient’s medication behavior problems arises from understanding the patient (Empathize) and choosing the problem (Define) that has been found and solved. by creating a drug management system both in the form of a tracking website Analyze the appropriate drug and dosage. including a drug delivery system for patients to the front of the house

Insights into PillPack’s Design Thinking implementation.

PillPack started using Design Thinking when they started building their business. by choosing a business target as a patient Then study what problems the target group has. and develop business to solve problems The issues they encountered are as follows:

• Patients must take 3-4 prescription medications.
• prescription expired The patient had to go to the doctor again.
• The medication was taken for the full prescribed period, but the symptoms did not improve. I don’t know if I have to stop eating or if I should see a doctor.
• Patients often forget to take their medication. or overdose
• There is no time to go to the hospital to pick up medicines.

After realizing the problem, PillPack resolved it by creating an online pharmacy website. The website has a system to take care of patients about taking medicine. both the amount of medication to be taken and the expiration date including having a pharmacist to answer questions for users always

Not only in technology, PillPack uses Design Thinking to tailor its products to suit the elderly who are its main target audience. by organizing the drug into separate packets, each sachet to prevent forgetting to take medicine Including a service to deliver medicines to the front of the house. To solve the problem, patients do not have time to buy medicines at the pharmacy.

PillPack’s main idea is to create a pharmacy that doesn’t just dispense medicines. It’s a pharmacy that makes its customers healthier, so PillPack made changes to its drug management system. Make difficult problems simple for patients.

With the success of PillPack with a large number of users, Amazon finally invested $1 billion (32 billion baht) to acquire PillPack. PillPack is considered a startup that is not only solving behavior problems but Revolutionizing the Drug Management System with Design Thinking

3. Make by KBank

Not only startups, but organizations such as Kasikorn Bank have applied Design Thinking to develop new products as well under the organization KBTG (Kasikorn Business Technology Group). Thinking from Empathize to Test

Insights into Make by KBank’s Design Thinking implementation

Make by KBank was created for Reimagine Banking by empathizing with a diverse audience. Conducting a study of the target group through an individual interview (Individual Interview) to see the problem in depth and can issue products to solve the problems of the target group

Due to the emphasis in the Empathize process to gain insights, Make by KBank has tailored its approach to target audiences, questionnaires and storytelling tools for each group. Including trying to understand (Empathy) with the target audience before entering the interview.

Examples of tools for interviewing the target audience of Make by KBank

Pilot Session is a process of testing a series of questions. to analyze how the target group likes to do activities Then select the tools and activities that are suitable for each type of target audience.

Opportunity via design thinking

Activity Cards are a frequently used tool. with an easy-to-understand format through taking pictures of various activities to use for asking questions for the target group to tell stories about their daily lives to resolve communication problems Because the target audience is not a professional storyteller. There may be some message missing, so Activity Cards are a tool to help make communication smoother.

After studying the information, the Make by KBank team found the following problems for the target groups:

Complex money transfer process You must request an account number before transferring. causing the need to open the app multiple times. The system for storing money transfer history has a limited period of time. can’t look back for a long time. Allocating money for both income and expenses of the individual with complex and complicated details such as checking family expenses to keep a record of income and expenses which often misses some details. when aware of the problem The team therefore developed products to solve the above problems. It is divided into 3 features that help users more convenient, namely, money transfer without asking for an account number, collecting transfer history in chat form (Social Chat), and finally Cloud Pocket, a system that helps allocate money of individual

With all the features and design process, Make by KBank is yet another product created with Design Thinking that truly understands customers and solves their problems.

Summary

Design Thinking is a simple, practical process, just by understanding your target audience. Choose an issue find the right idea Build a prototype Finally, it is a test with a simple but powerful 5-step target audience from both foreign startups and big companies. that brings the Design Thinking process to success

So for your business to be successful And to reach the goals effectively Design Thinking is an interesting process. That you can use to develop products to create impact for your customers and business.