什么是设计型思维 The Explainer What Is Design Thinking

The Explainer: What Is Design Thinking?

什么是设计型思维？

When companies set strategy, they often stumble.

公司常常在制定战略时受阻

Either they collect a lot of backward-looking data,

他们要么收集一大堆过去的数据

which doesn’t tell them what future customers really want.

这些数据不会告诉他们消费者未来真正的需求

Or they make risky bets based on instinct instead of evidence.

要么基于直觉而非证据冒险下注

Design thinking is a strategy-making process

设计型思维是一个制定策略的过程

that avoids these mistakes

它能避免这样的错误

by applying tools from the world of design

方法是应用设计专业的工具

and shifting the focus to human behavior.

以及转移焦点到人的行为上

Popularized by David M. Kelley and Tim Brown of IDEO

设计型思维由艾迪欧公司的David M. Kelley和Tim Brown

and Roger Martin of the Rotman School,

还有罗特曼商学院的Roger Martin普及推广

design thinking has three major stages.

它主要分为三个主要阶段

First, invent a future.

首先 虚构一个未来场景

Form a few theories about what customers might want but don’t have,

通过与消费者换位思考的方式

by immersing yourself in their lives.

形成一些关于消费者需求点的理论

Instead of polling them about specific products or services,

观察消费者的行为并提出疑问

observe and ask questions about their behavior.

而不再开展关于具体产品或服务的调查

Next, test your ideas out.

接下来 测试你的想法

Use iterative prototyping with good enough products

用足够好的产品和服务进行迭代原型设计

or services, and conduct a few quick experiments

然后做几个快速测验

to see how consumers respond.

来观察消费者的反应

Adjust the product, the pricing, or the positioning accordingly.

相应地 不断调整产品 价格和定位

Finally, bring the new product or service to life.

最后 使新的产品或服务成为现实

When you’ve got a winner,

迈出成功第一步后

identify the activities, capabilities, and resources your company will need

确定公司下一步所需要的行动 能力和资源

to actually produce, distribute, and sell it.

从而真正地生产 分销和出售产品

For example, when senior managers at Procter & Gamble

例如 当宝洁公司的高级管理层

wanted to turn around the skin care brand Oil of Olay,

打算转型旗下护肤品牌玉兰油时

they began by observing shoppers in both mass retail channels

他们从观察两大场景里的消费者着手——大众零售渠道

and high-end department stores.

和高端百货商店

They realized that their industry

他们意识到他们的产品

had been primarily targeting women over 50 who were worried about wrinkles,

原先主要定位于五十多岁 担忧皱纹的女性

while pretty much ignoring those in their 30s and 40s

而大大忽略了三十到四十多岁的女性

who were concerned about other issues.

她们关注其它护肤问题

This was a huge market to be captured.

这是一个可争夺的巨大市场

So P&G experimented with new formulations

所以宝洁公司用具有多重护肤功效的

that would tackle multiple skin care goals

新配方做了实验

then tested different prototypes,

然后测试了不同的产品原型

price points, and store displays.

定价和店内陈设

Finally, the company launched a series

最后 公司推出了一系列

of new premium, yet broadly distributed products

高端但分销广泛的新产品

that were well received by a wide range of consumers.

受到各界消费者的好评

By using imaginative,

设计型思维使用有想象力的

human-centered problem solving,

以人为本的方法解决问题

design thinking can help you unlock new markets and identify new strategies.

它能帮你解锁新的市场 制定新的策略