How can you use design thinking to create a future-proof product?

I've found that design thinking, when embraced fully, can truly transform the innovation process. It encourages looking beyond what users say to understand what they actually need. For example, when working on a mobile application, using design thinking led us to observe users in their natural environment, revealing unarticulated needs that surveys alone wouldn't have uncovered.

Design thinking is the compass that guides us through the fog of uncertainty in product development. As a seasoned product manager, I've seen how a user-centric approach is the linchpin in creating products that not only survive but thrive in the future. Using design thinking, we began with empathy, diving deep into the students' evolving learning habits and preferences. Ideation led to a plethora of mobile-centric features, prototyping helped us refine them, and testing with real users fine-tuned our approach. Iterative design, informed by constant user feedback, kept us agile to the shifting tech landscape. The key is to always be in tune with the users and ready to pivot.

I believe design thinking isn't always the answer for future-proofing. While it's useful, it could lead to excessive focus on current user needs, potentially causing a blind spot for disruptive innovations that may redefine the market. A balanced approach is key.

Continual improvement is key. Once, by iterating on user feedback for a SaaS product, we discovered that a feature we thought was critical was rarely used. We pivoted, reallocating resources to enhance more impactful features, which significantly increased user engagement.

Cultivating a design thinking culture takes effort. In my team, we schedule regular brainstorming sessions where all ideas are welcomed and explored. This practice has nurtured creativity and innovation, and it's incredible to see the team's heightened enthusiasm and the innovative solutions that result.

Design thinking requires separating user needs from wants. Both are crucial but distinct. Needs are core problems looking for solutions. Wants are desires for specific features. If you only listen to wants, you may build elegant solutions to the wrong problems. But ignoring wants leaves experience gaps that competitors fill. The art is identifying needs and then satisfying both through creative solutions users hadn't imagined. This fusion propels innovation. But it requires deep research and empathy on both fronts.

Product managers can use design thinking to build whole-product solutions that create a future-proof product through a continually evolving CX. The whole product model recognizes the following levels of customer needs: 1. MVP - minimum viable product 2. Core product - basic functional needs 3. Expected product - core product + expected benefits 4. Augmented product - additional benefits, attributes, or services that delight customers via competitive differentiation 5. Potential product - features and attributes necessary to attract and retain customers indefinitely Developing a future-proof product requires starting with an understanding of the expected customer benefits from the product, informed by market and user research.