Design thinking involves solving problems creatively by beginning with the end in sight. The create-test-and-learn process is iterative and can involve several rounds of ideation, prototyping, and testing. Customer feedback is obtained early and often, to reshape solutions and get closer to the final answer.
The objective is to identify a surplus of benefit-based marketing concepts and test them in concept form before investing significantly in full development or implementation activities.
The process is user centric and can be used for a variety of strategic purposes, from developing value propositions and new products to positioning and messaging product development.
Customer need areas are used as a platform for developing concepts, used to express the core benefit in slightly different ways.
The concepts are then exposed to customers – one at a time – to determine the overall appeal and probe specific areas of interest — survival of the fittest.
Once concepts are explored individually, they are compared to determine which is most preferred and why. This is essential to refining and narrowing the list of ideas for subsequent development.
Key outputs of this step are used as an input into the strategy and plan development step.