We are living in a highly connected and demanding world, where customers know what they want. Everything from doctors’ appointment to ordering groceries is a few mobile taps away. Organizations are striving to deliver personalized experiences to its customers for better retention by being available in real-time on any device and at any location. The products and services developed and delivered to the customers are intended to provide a unique and memorable user experience.
Most projects generate from an idea and get developed into a product. Fully tech-driven products fail to satisfy the end user or do not leave the impact as expected. The reason is that the idea that leads to the product development did not resonate with the customer requirement.
With design thinking and Agile duo, the customer perspective is given the utmost importance considering the product is being developed for the consumer. The question is how design thinking can be applied to agile software development and how will that help?
What is Design Thinking?
Design thinking is a method for practical and creative problem-solving. It is an approach to design a solution for a problem from the customer point of view. Instead of getting the product ready and then asking the customers to use it, design thinking enables a product to be developed based on customers’ needs.
Here, we ask the customers what they want and then find possible solutions to answer the pain point. Before the product is developed, customers are asked to evaluate the prototype and share their feedback. With multiple solutions and prototypes, we reduce the risk of failure of the main product and instead go through a few prototype failures.
There are various stages of Design Thinking:
‘Depending on assumption is the shortest way to failure’
Design thinking can be applied to almost any scenario for solving business problems. It has evolved from various fields such as engineering, architecture, and business. Agile is used to develop products quickly, iteratively, and collaboratively.
Let us understand the Agile development process and its three basic principles:
Using design thinking, we define a problem and find ideas to solve it. The agile being an iterative process allows continuous delivery and improvement over failed prototypes.
The team works in sprints which are a small group of tasks planned in a sprint meeting and by the end of each sprint, there is a minimum viable product (MVP) in hand. This helps in building better products with customer involvement from the very beginning. With user feedback on the prototype, the product can be modified in various iterations enabling faster time to deliver.
Let’s take a case study to understand the concept of Design Thinking more clearly:
Customer Experience to Generate Traffic and Conversions
We provided our client a redesigned website with a customized storefront to enhance customer experience and engagement.
Problem: Our client e-commerce site experienced a drop in visitors and there was a subsequent downfall in conversions. The website was developed a few years back based on the products offered in the offline stores and the offline customers were educated about the website.
What We Did:
How We Did It:
We combined the stages of design thinking with Agile software development process to produce prototypes of the product with the chosen ideas. The team worked in weekly sprints and planned the course of action at the beginning of the week. By the end of each week, we were able to achieve progress and continuous automated testing ensured that the prototype was tweaked and refined for best performance.
Techniques used for reaching the desired solution:
Agile methodology coupled with design thinking elements increases the rate of customer satisfaction. With stakeholders, development team, and customers together in the process, there is a culture of success for all those involved.
From converting a hospital to a comforting place to designing a butcher machine for chopping meat neatly and precisely, design thinking can be applied to any scenario for a better product and better way of working.
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