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Think Like Steve Jobs: How Design Thinking Leads to Creativity

Think Like Steve Jobs: How Design Thinking Leads to Creativity

Outstanding companies such as Apple, Nike and Tesla are all design-driven companies. These companies adopt design thinking when they are creating new products and solving business problems. Companies that utilized design thinking experienced a 41% higher market share, a 46% competitive advantage, and customers who were 50% more loyal. They outperformed the average American stock market by 219%.[1]

Take Apple as an example, it wasn’t always the mega-success that it is today. In 1997, Steve Jobs conducted a major company overhaul.[2] He cut several product lines and pushed the company toward developing a distinctly Apple experience. To this day, all of the “i” products’ look, feel, and user-friendliness set Apple apart from its competitors.

Design thinking showed us that Apple was a company with a soul and vision, and the message continues to resonate with customers. Jobs not only conveyed to people what he was selling, but he also showed them why they needed it.

Everything that any profession does—from research and development, to strategy, to content creation—can be improved through design thinking.

Design Thinking Is for Everyone to Solve Problems Creatively

Problem-solving myopia leads companies through periods of stagnation and frustration. Things are usually more complicated than they appear on the surface, and focusing solely on problems robs companies of their abilities to take what is working and use it in creative ways.

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“Design thinking can be described as a discipline that uses the designer’s sensibility and methods to match people’s needs with what is technologically feasible and what a viable business strategy can convert into customer value and market opportunity.” – Tim Brown CEO, IDEO

Design thinking can solve complex problems across systems, procedures, protocols, and customer experiences. This creative mindset requires you to focus on solutions instead of problems. Instead of staying stuck in the problem-rut, design thinkers always have an eye on the ideal future.

Problem solving in this manner involves looking at peoples’ needs and finding creative solutions. Design thinking forces individuals to use every tool at their disposal, from their intuition and imagination to their innate sense of logic and reasoning, to unravel complex issues and explore possibilities.[3]

When a solution is discovered, it is subject to change according to the needs of the company and its customers. Design thinking, as a rule, is never stagnant. It is an iterative and reflexive commitment to innovation.

Core Stages of Design Thinking

Although this is a vastly creative process, design thinking has several identifiable stages, including:[4]

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  1. Empathize
  2. Define
  3. Ideate
  4. Prototype
  5. Test & Evaluate

    We’ll take a closer look at these steps using a case study from the oral health aisle of Watsons, a pharmacy chain.[5]

    1. Empathize

    This stage involves by collecting as much information about a field as possible. You may process raw data, consult with experts, and get as much background as possible to envision a better future.

    By collecting data, Watsons realized that many shoppers visited the oral hygiene section of their pharmacies, but they often walked away empty-handed. Watsons developed a collaborative relationship with two other companies so that they could figure out why people weren’t making purchases.

    2. Define

    After you have enough background information, define what customers need. Conducting formal and informal surveys to gather customers’ feedback. Watch how people interact with the products and listen to how they describe the products.These observations allow businesses to figure out what people need and what is holding them back from getting what they want.[6]

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    The Watsons team interviewed shoppers and listened to anecdotes about their shopping experiences. Customers gave the company a variety of reasons why it was difficult to find the oral health products that they wanted. People said things like, “The shelf looks different every time I shop here,” or “I can’t find the product I’m looking for.”

      3. Ideate

      After you understand your customers’ pain points, work to reconcile the difference between what they expect and what you produce. Look for patterns from customer feedback and brainstorm solutions based on the information that you’ve been given. Staying focused on solutions allows people to come up with alternatives that hadn’t existed before.

      The team at the pharmacy reviewed all the data from customers and determined that most of them were plagued by the same problem. Many people claimed that they were not able to find the best product to fit their needs. In response to this, the collaborators decided that they needed to devise a system to make it easier for people to track down the toothpaste that was best for them.

      4. Prototype

      Design thinking requires novel solutions. The ideas may start as quick drawings or outlines, but they eventually become full-scale models. Along the way, incorporate feedback to remix and refine the solution until it is the best that it can be.

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      To make it easier for customers to find the perfect tube of toothpaste, Watsons and its collaborators decided that customers needed a “Quick Finder” system. They started out with rudimentary drawings, and consulted with customers and workers throughout the design phase. Eventually, they devised a prototype machine in which customers could input information about the product that they wanted. Whenever the system narrowed down the best products, it lit up a box around those products.

        5. Evaluate

        No solution is complete without testing to make sure that it effectively addresses the problem. In the evaluation phase, you run tests and obtain as much feedback as you can get. End-user input continues to be an important factor in this phase, but look at quantitative data also to ascertain if the prototype really worked.

        To ensure that the prototype for the “Quick Finder” addressed customer needs, the team consulted with customers and store workers to see what they had to say about the new tool. They also had to compare oral care sales before and after the implementation of the new design in order to measure its impact.

        Design Thinking Isn’t Just for Designers

        Anyone who needs to solve problems could benefit from adopting design thinking. It enables businesses to solve problems and come up with creative solutions by looking at issues holistically and addressing the needs of the end user.

        When you put design thinking into practice, you have more space to innovate and you improve your audience’s experience with your company.

        Reference

        More by this author

        Brian Lee

        Chief of Product Management at Lifehack

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        1 Ditch Work Life Balance and Embrace Work Life Harmony 2 The Pomodoro Technique: Is It Right for You to Boost Productivity? 3 How to Be More Creative and Come up with Incredible Ideas 4 Habits and Motivation: Master Both for Big Results 5 How to Improve Concentration and Sharpen Your Attention at Work

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        Last Updated on May 23, 2019

        Ditch Work Life Balance and Embrace Work Life Harmony

        Ditch Work Life Balance and Embrace Work Life Harmony

        How do you usually go about your day?

        Do you wake up in the morning, get ready for work, and then spend the whole day looking forward to being at home and unwinding?

        We often hear about work life balance – having a good balance between work and personal time. Whilst this may sound like a smart idea, it can also imply that we should dedicate at least half of our time to work–and sacrifice time for our “personal life”.

        To me, that seems…off balance. Because, the truth is, it’s nearly impossible to split your time equally between the two. And, you may end up stressing out if you’re not able to meet that expectation of balance.

        Instead, why not think of having work life harmony instead?

        With this mindset, you can actually integrate work into your life in a way that feels more complete. This way, you don’t need to view work and having personal time as separate.

        So, how do you achieve work life harmony?

        Work Life Harmony Explained

        The difference between work life balance and work life harmony is pretty simple. With the former, there is an implication that you have to sacrifice your “life” for work. But, this is the worst way to go about things! How can you truly be at peace in life if you dread 8 hours of your day?

        Work life harmony on the other hand, allows your work to be a part of your life. This means that you can choose to be happy both at home, and at work! Work no longer needs to be seen as the ‘bad’ or un-fun activity.

        Having work life harmony also ensures you’re truly present in whatever place you find yourself.

        Just take a look at Jeff Bezos, CEO of Amazon for example.

        He uses a non traditional approach to work by making time for breakfast every morning with his family, doesn’t set his alarm before going to bed, schedules surprisingly few meetings, and still puts aside a few minutes every day to wash his own dishes.

        He believes that all his staff should stop trying to achieve a ‘balance’ in their work and personal lives as that implies a trade off. Instead, he envisions a more holistic relationship between the two.

        As the world’s richest man, he must be doing something right!

        Rethink Time Management

        Now, when we think of striking a balance, we usually associate it with time, don’t we? How much time are we spending at work versus how much time are we spending in our personal lives?Are we taking enough time to be with our loved ones, to do meaningful activities with others or even for ourselves, or are we just dedicating all our time to work?

        This is the so-called-balance that many struggle with.

        With work life harmony, we learn to rethink time management. By re-assessing how you manage your time, you’ll have a lot more of it. It’s incredible how much time can get wasted over the period of a day–especially when you’re not accurately tracking it.

        Unfortunately, unless you’re consciously making an effort, your brain is not always the best at making accurate judgement calls when it comes to prioritizing. It tends to have a bias towards short term benefits and short term costs.

        As there are often many more options our brains link to short term benefit; when you’re trying to focus on a task that gives you a long term benefit, that task usually becomes low priority. This is otherwise known as Priority Chaos.

        In order to overcome this and be in better control of your time, identify the tasks that need the most focus to get accomplished. If it’s a big task, then it’s good to break it down into smaller bite-sized actions that will provide you with a clearer short term benefit.

        When setting up tasks, give yourself a time limit. The brain has a bias towards short term benefits, and your attention span is limited, so if your tasks are going to take ages to complete, you’ll end up losing focus… and wasting time.

        Once you have all your tasks written down, it’s time to prioritize them. Since you have a time limit, your focus should be on the top priority tasks. By doing this, you will already be able to get more done in less time at work!

        Have Passion for What You Do

        Managing your time is important in achieving that work life harmony. But, perhaps of greater importance, is loving what you do in life. One of the most effective ways to achieve a work life harmony is to really enjoy, or find a purpose, in what you do for a living. Even though everyone isn’t always lucky enough to find a position that pays them for pursuing their passion, you can strive to find meaning in what you are already doing, or pursue something new entirely!

        For example, say you work at an office that sells paper. While many people wouldn’t consider this a world changing pursuit, I beg to differ. Think of all the individuals in the world that rely on paper. From creative types to quantum physics experts, your role at your workplace brings incredible value to many many people all over the world. You will have, without a doubt, helped bring a new idea into existence. Several new ideas to be precise.

        So have a think about what you’re doing now. Is it something that allows you to embrace your passion?

        Or perhaps you might not even know what it is that you love or enjoy doing. Why not explore and reflect on what gives you joy and contentment? Is there an area or industry that you could see yourself exploring to experience that fulfillment?

        Can you find a deeper purpose in what you’re already doing?

        When you’re able to find meaning in your work, you’re that much closer to achieving work life harmony.

        Don’t Be Intimidated By Obstacles and Limitations

        Creating work life harmony is also about understanding yourself–which includes your limitations and past obstacles–as this allows you to become more resilient.

        If you never had to experience struggles, challenges or setbacks, then you would never be forced to adapt and mature. So in theory, having to face obstacles in life is actually quite necessary.

        Most of us think of setbacks and obstacles as negative. Though, if you’re able to maintain an optimistic attitude, you’ll almost always have a higher chance of success of overcoming those obstacles to reach your eventual goal.

        Your attitude towards setbacks will define the outcome of whether you rise from the challenge or remain stuck in it. So, in order to achieve work life harmony, it’s important to have a resilient attitude as challenges will always come your way–especially when you strive to integrate work into your life, and not a separate or dominant part of life.

        Delegate When You Need To

        Of course, when you want to increase productivity and minimize the time or effort spent, a great way to do so is to delegate!

        If you spend a lot of time doing tasks on your own that could be delegated to others (whether at work or at home) you’re losing a lot of precious free time that could otherwise be spent elsewhere.

        At the end of the day, we all have a limited amount of time. So we should all be striving to create a harmonious work and living situation where we can find meaning in all that we do.

        While an overall goal may be meaningful, not all of the milestones or tasks needed to get there may be meaningful. That’s because we have our strengths and weaknesses, likes and dislikes. Not every task is going to be enjoyable or easy to complete. That’s where delegation comes in.

        Delegation simply allows you to leverage time from an external source, thus giving you opportunities to increase your own quality of time. Keep in mind that delegation should be done with deliberate attention, otherwise you may end up over relying on others.

        If you find that you’re running into the problem of over delegating, then it may be time to re-evaluate your motivation for doing whatever it is that you’re doing.

        Embrace the Circle and Become Happier and More Productive

        Living in harmony is about feeling good about the ways in which you spend your time, despite how busy you may be.Your switch from work mode to a more personal mode should be effortless. It’s about integrating your personal life and the things you love into your busy work life!

        It all begins with the shift in perspective. Understanding what your passions are, and learning to be resilient, before taking a different approach to the way you manage your time and everyday tasks.

        These are steps that you can start taking to move away from balance to harmony. 

        Featured photo credit: Photo by Marten Bjork on Unsplash via unsplash.com

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