7 Phases of Digital Design Thinking

Digital Design Thinking is a method that requires a unique way of thinking. This implies that users' wishes play a central role in the process. Accordingly, a problem is not simply solved technically but considered from the user's point of view.

Content, Platform, Data & Analysis

The Digital Design Thinking process comprises content, a platform, a database, and continuous data analysis.

• CONTENT - The content level is the information, application, service, or functionality. Content should be designed to engage the customer.

• PLATFORM - Digital design thinking requires a platform - an app, a website, or a form - on which content is published, and customer interactions occur.

• DATA - A database system can capture the data and interactions. It collects data and makes it available to the company.

• ANALYSIS - It is essential to the process that everyone in the company has easy access to the data.

PROS of Digital Design Thinking

Some advantages set Digital Design Thinking apart from traditional Design Thinking.

• Data accessibility: You can use data continuously in digital design thinking. You do not collect the information just once; it is more like a circular process where the collected data is at the center.

• Up to date: In a digital environment, you test and measure user behavior in real time. That is how you get immediate feedback and you can use these insights when they are still up to date.

• Reach more customers digitally: Digital platforms make it possible to reach a vast audience. Thus, you receive meaningful results with less effort.

• Anytime: Another advantage is that the system continuously collects and evaluates behavioral data. Learn, evaluate, and improve with no time limit.

• Growth: Digital Design Thinking is not only used for the developing phase of the product. It involves the entire product lifecycle. At each product lifecycle stage, you can see how a company uses capabilities to optimize the customer experience.

Furthermore, clients do not know that they are in a test. This is because they engage with the service online and can act naturally within a digital test environment.

DEFINITION - Digital Design Thinking Method

The digital design thinking method can be defined accordingly:

• Creation of innovative products or services with the help of a methodological kit

• Focus on user needs and a better customer experience

• Usable process and project-based learning

• Promotes self-confidence and skills

7 PHASES of Digital Design Thinking

In Digital Design Thinking, different phases shape the process.

Phase 1: DESIGN CHALLENGE

Methods:

• Brainstorming

• How might we

• Minimum Viable Product

Objectives:

• First insight into the topic

• Definition of a question

• Name target group

In phase 1, you brainstorm questions and identify user groups.

You can use the ‚How might we‘ method, developed by Procter & Gamble, for generating ideas and solutions. The 'how might we' question ideally names a specific target group and describes a user-centered problem. It also refers to the added value created for the target group if the problem is solved.

Whereas the Minimum Viable Product is a product's first minimum functional iteration, designed to learn from user feedback as quickly as possible. This prevents undesirable developments.

Phase 2: UNDERSTAND

Methods:

• Roadmap

• SWOT Analysis

• Bodystorming

• Define your audience

Objectives:

• Defining the problem

• Listing hypotheses

• Mapping solutions

In phase 2, you focus on understanding. The goal is to define a problem and solution space and the hypotheses to be tested.

This can be done with the help of a Roadmap as the plan for future product developments.

Another popular method is the SWOT Analysis, which contributes to a better understanding of the initial situation to develop a suitable strategy.

With the Bodystorming method, you try to experience real situations to gain inspiration and gather information. This should lead to new ideas and a better understanding of the target group.

Furthermore, the Define your audience method can help to identify the target group more precisely in order to understand their needs.

Phase 3: OBSERVE

Methods:

• Business Plan

• 6 Thinking Hats

Objectives:

• Analyzing needs

• Analyzing priorities

• Dismissing former hypotheses

In phase 3, you analyze the needs and priorities of the users.

With the 6 Thinking Hats method, you work out complex tasks. You evaluate and optimize solutions already developed or look at ideas from different perspectives.

Phase 4: POINT OF VIEW

Methods:

• Customer Journey Map

• Business Plan

• Brainstorming

• SWOT Analysis

• Personas

Objectives:

• Listing collected assumptions

• Developing a conceptual framework

• Summarizing impressions

In phase 4, you define viewpoints. You list the collected assumptions, develop a conceptual framework, and summarise the impressions.

The Customer Journey Map analyzes the customer's direct and indirect interaction points with the service, product, or company.

Also, in the fourth phase, brainstorming, a SWOT Analysis, and a Business Plan are helpful methods.

Personas are user models. The characteristics of the people in a target group are defined with personas.

Phase 5: IDEAS

Methods:

• 6 Thinking Hats

• Brainstorming

• 635-Method

• Rapid-Prototyping

Objectives:

• Collecting ideas for the purpose of problem-solving

• Idea evaluation

• Prioritizing ideas

In Phase 5, you collect specific ideas for the product or service.

You can use the 6 Thinking Hats method, Brainstorming, the 635-Method, and Rapid Prototyping for developing ideas.

Phase 6: PROTOTYPE

Methods:

• Brainstorming

• How might we

• Minimum Viable Product

• Rapid Prototyping

Objectives:

• The ideal customer

• Fulfillment of needs

• Creating a prototype

In phase 6, you create a prototype. The ideal customer and the need fulfillment have already been defined.

A valuable method for phase 6 is Rapid Prototyping. A testable prototype is created as quickly as possible. You then receive feedback directly from the users. Wishes, points of criticism, and new requirements are considered for further prototype development.

Phase 7: TEST

Methods:

• Minimum Viable Product

• Rapid Prototyping

Objectives:

• Presenting prototypes to customers

• Not convincing customers

• Get feedback

In phase 7, you are going to test the product or service. In this phase, you present the prototype to the customer. You will examine details, such as the User Experience Design and points that did not convince the customer.

In the testing phase, you will need to get feedback from the user until no further adjustments are required.

Finally, you complete the Business Plan, the Business Model Canvas, and the Roadmap.

This also includes building empathy with potential users, developing prototypes, and getting feedback from users.

Digital Design Thinking for Continuous Improvement

The digital design thinking process helps companies to understand their customers better and they can immediately react to changes.

The customer experience is continuously improved without affecting the user's behavior.

In a digital environment, digital design thinking phases are implemented via a website. You collect and analyze the data simultaneously and do not lose important information. Furthermore, you can access data repeatedly.

The ongoing digitalization makes digital design thinking essential for product development, service improvement, and an improved customer experience.

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