I still remember the first class of the Design Thinking module, which started with brainstorming. Our first creative challenge was to write out as many uses for paperclips as we could. The second was to draw 30 circles into different things. This divergent thinking can improve our creative and design thinking ability. What are the characteristics of a design thinker? Brown (2008) mentioned that many non-professional designers have the talent of design thinking, which mainly includes Empathy, Integrative Thinking, Optimism, Experimentalism, and Collaboration. Empathy is a way to see the world from a different perspective and to inspire creativity through unique insights. Herrera (2018) mentioned in his article that design thinking is useful, but it requires the right talents and skills to lead us to innovation. It is crucial to develop other skills as well as design thinking.
One of the challenges we faced was to go to the supermarket or the mall with our team and observe people’s behavior and choose a product or service to redesign. The redesign challenge allow us to develop our business ideas, what we observe and feel, including dialogue, to empathize with users, then using ‘how might we…？’ to answer our solution.
The design thinking process consists of five stages: empathy, Define, Ideate, prototyping, and testing. In the first phase, we engage with our target customers, understand their ideas, and interact with them, and this can effectively help us what they need and want. In the second stage, we define our products according to our target customers and target markets. Next, we need to design a prototype for our product and finally test our idea. Stevens (2020) says that at each stage of the process, discoveries are likely to be needed, so go back and repeat the previous step. It is a process of improvement.
(Maurya, 2012) mentioned that Lean Canvas was designed for entrepreneurs, who should make assumptions about the business and verify the Canvas while making profits. The customer groups we target, what problems we need to solve for their needs, the values we advocate, our costs and revenue streams, using lean canvas can make us clearer about the goals and details of our business, it is a useful model tool to improve the success rate of entrepreneurship.
(Rise, 2011) claims that lean startups are a set of practices that help entrepreneurs increase a successful startup. Develop MVP, MVP means the minimum viable product. It is the product that we develop after we find the problem that needs to be solved, it is a low cost, once we start to build the MVP, we can start it, the startup also provides a set of scientific methods, namely five why to investigate, study and solve the problem. The simple understanding of customer needs and design, unique value promotion helps to find the market for products and services. (Maurya, 2012) as to the unique value proposition, it is simple, bright, and eye-catching information that explains why are different. The value proposition canvas describes the key elements that make up a product, such as its features, benefits, experiences, and what customers want and why they buy it. It all helps us understand our customers. (Thomson,2013) says the value proposition canvas is a relatively simple tool that can quickly start building and testing the product with the minimum viable clarity required.
We have another challenge. We have to visit the museum of design, then chose three of the most innovative products to present with classmates. Behind each product, we should think about the relationship between design and life, behind every product from idea to the study, every little detail, are all designers observed after communication with user information and research results, we should pay more attention to every detail of our life, innovation is the need to be unique insight. Design is the process of creating things intentionally, considering its purpose, function, economy and aesthetics at the same time (Schaefer, 2015).
Face-to-face interviews can effectively understand people’s real thoughts. We need to observe and think about what is most important to them from the perspective of design thinking in a relaxed conversation atmosphere. Every design has a reason. Their existence is meaningful, and their design is for a reason. In the world, only when there is a need, can there be a solution.
The Empathy Map is to help us build empathy with others. It is not only a convenient tool, but also a way of thinking in design. Empathy map is used to describe what we feel, think and hear from different perspectives. (Bland, 2016) says empathy is a collaborative tool that teams use to get to know their customers. Empathy map canvas visually presented as a result, on what they heard and felt, for example, what are their gain and pain, with that information can effectively develop the demand of people, can provide a solution, it is a collaborative practice, the team everyone to participate in, can understand customer’s past behavior also can predict the future behavior. (Clayton et al., 2016) mentionthat to create products that people need. Companies need to focus on what customers want to accomplish. Customers buy products for a reason.
(Boag，2019) said customer journey mapping as a population tool for visualizing the customer’s experience. A customer journey map is a tool that helps me understand motivations, needs, and fears. Visually represent the relationship between the customer and the business through storytelling. From understanding the customer, collecting and evaluating the user’s data through access, collection, and then building a user model to complete the customer journey finally. Customer journey map includes user requirements, trigger purposes, contact points, tell a story from the customer’s point of view, deeply understand the customer’s thoughts, needs, understand the customer’s overall experience, to provide customers with a differentiated buying experience. Customers’ experience in purchasing products, reasons for purchasing products, concerns, or reasons for stopping purchasing products, we all need to focus on the needs of customers at a particular stage. The customer journey map is a useful tool.
Our business starts from the lean canvas, we put our ideas on the canvas, from customer segmentation, we clear our target customers, only for the clear target customers, the product can be more targeted, closer to the needs of customers. The second is to address the needs, develop our MVP, and test our ideas. Only by grasping the target customers and advocating unique values can we achieve uniqueness and let users perceive our core values and then choose our products and users.
Dragons’ Den, this is our first Dragon’s Den, we have to show the judges, teachers, and students our business ideas, in front of many students, I was very nervous. We presented our ideas, the inspiration behind the ideas, and as a team, we presented our business to the judges within the time frame, and we got feedback, some issues that we did not think about. The idea is a clothing trading platform. The idea was inspired by ourselves, we three team members are all Asians, we encounter the same problem when they are shopping in the UK is hard to find the right clothes, so from this point, we want to create a platform to help, and we have the same problem of Asian girls.
The six key elements of branding include visual brand identity, brand voice, brand personalization, brand tagline, and sensory branding. The brand is not only a sign, but it is also a guarantee, is a kind of differentiation, is a kind of added value. Movahhed (2016) says the brand is a commitment to the buyer, how they feel about buying the product, and how they feel about using it. We describe our ads in emotional, physical, and cognitive terms. Advertising with a strong sense of rhythm, potent, will leave a deep impression. We also created social accounts like Instagram and Facebook, built our online social platform, and increased our brand awareness.
Our first Trade Fair was held on campus. Our goal was to test our customers and promote our brand and concept. One of the lessons we learned about the business, about the publicity, was that our booth was too messy to attract customers, and because we had multiple electronic devices, we seemed to be advertising for electronic devices, and that was something we needed to change. We also got feedback that our logo needed to be redesigned, and the poster did not look right. After introducing our products to others and repeating them over and over again, I could feel that the other side was listening to me carefully from their eyes and smile, and I also gained confidence.
Eden Walk Trade Fair, this is the first time for us to show our products outside the campus. This time, we are not only facing students and teachers of the school, but also real customers. We have prepared exquisite posters and postcards for the market, as well as our website model. (Steenburgh et al., 2018) mentioned that selling new products requires higher intensity and more attention, so we need to attract customers, talk to customers, sell our products, answer their questions. Fortunately, several people expressed interest in our business and left their contact information. It not only encouraged us, but it was also a sense of trust and recognition, and of course, we got some advice that helped us refine our ideas. Our business card has our brand name, logo, website, and contact information.
Psychologist (Campbell, 2017) says collaboration is a key factor in building a small business. When the corporate environment focuses on collaboration, team members feel part of something bigger than themselves. Everyone on the team should play their role, do their job well, feel inclusive, improve work efficiency, and stick together for a common goal. It is not only in the study group, in the future work and life, to establish a good connection with others will also help us succeed, and the communication with others can better understand ourselves, to move forward. When faced with a challenge, the most important thing is that we can come together, tolerate and support each other, and actively face the challenge. We keep a record of the management of the project and update it after each meeting. The following figure is part of project time management.
Finally, two semesters of business projects, from development, to build, to run, to sell. My team and I not only learned a lot of skills and knowledge but also had an unforgettable time. We are passionate, we are frustrated, we regain confidence, we get encouragement and feedback. We use our knowledge learned in class, management and operation of our business, we harvest advice from teachers and classmates, for me, this is a wonderful year full of passion, to develop our business through social media, learn knowledge of entrepreneurship, creative leadership and coordinated ability, these skills are of great help to my future career. Design thinking, project management, time management, teamwork, social media, business reporting, these are the most valuable lessons.
References
Brown, T. (2008) Design Thinking, Harvard Business Review.
Bland, D. (2016) Agile coaching tip: What is an empathy map? Available at: https://www.solutionsiq.com/resource/blog-post/what-is-an-empathy-map/(Accessed: 08 April 2020)
Boag, P. (2019) What is customer journey mapping and how to start? Available at: https://boagworld.com/audio/customer-journey-mapping/(Accessed: 08 April 2020)
Clayton, C., Hall, T., Dillon, K. and Duncan, D. (2016) ‘Know Your Customers’ “Jobs to Be Done”’, Harvard Business Review September 2016, pp. 54–62.
Campbell, S. 10 simple was to build a collaborative, successful work environment. Available at: https://www.entrepreneur.com/article/302126(Accessed: 08 April 2020)
Herrera, L. Design Sprint is a flavor of design thinking which is a flavor of EDP, they all work and the three are processes. Available at: https://medium.com/@ludvikherrera/design-sprint-is-a-flavor-of-design-thinking-which-is-a-flavor-of-edp-they-all-work-and-the-three-5481760e90d6(Accessed: 08 April 2020)
Maurya, A. (2012) Why Lean Canvas vs Business Model Canvas? Available at: https://blog.leanstack.com/why-lean-canvas-vs-business-model-canvas-af62c0f250f0 (Accessed: 08 April 2020)
Movahhed, M. (2016) Brand Strategy: The 6 key elements. Available at: https://www.handshake.com/blog/brand-strategy-key-elements (Accessed: 08 April 2020)
Ries, E. (2011) The Lean Startup: how constant innovation creates radically successful businesses. Portfolio Penguin, London.
Steenburgh, T., Ahearne, M. How to sell new products. Harvard Business Review.
Stevens, E. (2020) What is design thinking, and how do we apply it? Available at: https://www.invisionapp.com/inside-design/what-is-design-thinking/(Accessed: 08 April 2020)
Schaefer, K. (2015) Designing with purpose. Available at: https://medium.com/experimenting-on-purpose/5-designing-with-purpose-9ab8c1e42a13(Accessed: 08 April 2020)
Thomson, P. (2013) Value Proposition Canvas Template. Available at: https://www.peterjthomson.com/2013/11/value-proposition-canvas/(Accessed: 08 April 2020)
Bibliography
Brown, T. (2008) Design Thinking, Harvard Business Review.
Bland, D. (2016) Agile coaching tip: What is an empathy map? Available at: https://www.solutionsiq.com/resource/blog-post/what-is-an-empathy-map/(Accessed: 08 April 2020)
Boag, P. (2019) What is customer journey mapping and how to start? Available at: https://boagworld.com/audio/customer-journey-mapping/(Accessed: 08 April 2020)
Clayton, C., Hall, T., Dillon, K. and Duncan, D. (2016) ‘Know Your Customers’ “Jobs to Be Done”’, Harvard Business Review September 2016, pp. 54–62.
Campbell, S. 10 simple was to build a collaborative, successful work environment. Available at: https://www.entrepreneur.com/article/302126(Accessed: 08 April 2020)
Herrera, L. Design Sprint is a flavor of design thinking which is a flavor of EDP, they all work and the three are processes. Available at: https://medium.com/@ludvikherrera/design-sprint-is-a-flavor-of-design-thinking-which-is-a-flavor-of-edp-they-all-work-and-the-three-5481760e90d6(Accessed: 08 April 2020)
Maurya, A. (2012) Why Lean Canvas vs Business Model Canvas? Available at: https://blog.leanstack.com/why-lean-canvas-vs-business-model-canvas-af62c0f250f0 (Accessed: 08 April 2020)
Movahhed, M. (2016) Brand Strategy: The 6 key elements. Available at: https://www.handshake.com/blog/brand-strategy-key-elements
(Accessed: 08 April 2020)
Ries, E. (2011) The Lean Startup: how constant innovation creates radically successful businesses. Portfolio Penguin, London.
Steenburgh, T., Ahearne, M. How to sell new products. Harvard Business Review.
Stevens, E. (2020) What is design thinking, and how do we apply it? Available at: https://www.invisionapp.com/inside-design/what-is-design-thinking/(Accessed: 08 April 2020)
Schaefer, K. (2015) Designing with purpose. Available at: https://medium.com/experimenting-on-purpose/5-designing-with-purpose-9ab8c1e42a13(Accessed: 08 April 2020)
Thomson, P. (2013) Value Proposition Canvas Template. Available at: https://www.peterjthomson.com/2013/11/value-proposition-canvas/(Accessed: 08 April 2020)
