‘How can marketers employ design thinking?’ – Econsultancy
Ben Davis says, “In a previous article, ‘What is design thinking?‘, I discussed the Fjord methodology for service design.
This methodology looks at people, products, place, process and performance, and is a framework on to which design thinking can be applied.
Marketing meets design most often in branding and service design, but not only here. Design thinking can be applied more broadly by the marketing team.
The Design Council’s Leading Business by Design report offers some valuable strategic advice (which I have abridged and added to here) on how design thinking is managed.
Much of the implementation of design thinking is relevant to the challenges of digital transformation (see my previous article – Why is design thinking suddenly so important?).
So, what should marketers bear in mind?
Understand where design can be applied
Much as design can be owned at different levels of the business hierarchy (depending on the design maturity of a business), design can also be applied with differing degrees of perspective”.
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