Design thinking and Sports: Complex problems’ solving and how to embed it into the corporate strategy
Defining problems in traditional ways often leads to traditional solutions. But complex problems need to be solved with a new perspective to advance towards a much more empathic approach for business processes, strategic planning, product development, marketing and fan and employee engagement. This is where design thinking comes into play.
Design thinking is nothing new; however, worldwide crisis, such as the COVID-19 pandemic, social or gender inequality, climate change or poverty, make it crucial for design thinking to become a key goal for sports organizations. Embracing design thinking implies believing that these major problems are solvable (as difficult to eradicate as they may seem).
By implementing this method, sport organizations will be able to address many challenges that due to their complexity require a multidisciplinary approach which, is the fundamental element of the design thinking mind set.
But what do we mean by design thinking and what makes it so different from other problem-solving processes?
Design thinking is a human-centered method for identifying and solving problems, which promotes creativity and innovation. It is particularly well-suited to situations where the problem itself is not clear, focusing on problem definition and solutions development.
It is a five-step process (Empathize, Define, Ideate, Prototype and Test) which puts people at the center of the problem-solving route and invites them to co-create solutions. This method requires a personal connection with stakeholders for whom the solution is being developed.
The human-centered motivation, and the rigor and creativity required to maintain that focus, sets design thinking apart from other methods of problem solving. Also, this method can lead to hundreds of ideas and, ultimately, real-world solutions that create better outcomes for organizations and their stakeholders.
For the sports industry, design thinking could work as a tool for innovation by placing fans needs at the forefront of the strategic planning process.
Embedding Design Thinking into the corporate strategy:
Developing new ways of thinking requires intentional changes. Thus, here are some ideas to start the journey of implementing design thinking within the organizations′ corporate strategy:
- Start by identifying the problem/opportunity and defining its coherence with the organization identity and strategy.
- Deepen within the problem you are trying to solve by engaging and empathizing with fans and supporters. Effort to comprehend their expectations and motivations and gain a greater understanding of all the concerns involved.
- Review all the information gathered, synthesize it, and define the challenge as a problem statement in a human-centered manner. Start setting goals and objectives.
- Identify possible solutions to the problem and look for alternative ways of viewing it. Hold brainstorming sessions where team members and stakeholders can share ideas to come up with innovative solutions.
- Develop a strategic blueprint and apply a concrete action plan by focusing on resources that are achievable and will produce the greatest impact.
- Produce cost effective solutions (prototypes) and look for feedback from fans, supporters, and customers (end users). Keep in mind that the objective is to understand what they think about the solution/initiative.
- Prototype the solution fast to get feedback as quickly as possible.
- Use this feedback to pivot and develop new initiatives and more suitable solutions to tackle/address the problem.
This framework will not only help sports organizations to address daily business problems and challenges but also gain competitive advantage. By involving fans, supporters, and other stakeholders through the entire process, organizations may deliver greater value-added products and services, improving the overall fan experience.
Research shows that companies using and integrating design thinking strategically and through their business processes, tend to grow faster than their competitors.
This might be one of the reasons why many sport organizations are embracing design thinking to foster innovation and better differentiate their brands. Also, by working closely with their fans and supporters, it is possible to use this method to develop high-impact solutions to social problems.
Clearly, design thinking is an effective tactic for creating social businesses as it puts human beings needs at the center of priorities. Used effectively, it is a tool that truly does have the power to transform the sports industry and social business sports-related projects as it allows solutions to bubble up from below rather than being imposed from the top.
Sports organizations must shift by focusing not on their own needs but on those of the people who would be using the solution, for example fans, supporters, and other stakeholders.
The power of this method is real and increasingly important. During this time of intense change, design thinking (or lack of it) can make a huge difference in how sports organizations are perceived.
In the hands of purpose-driven organization, design thinking offers a better chance to solve the world's most pressing problems by unleashing the real power of sports. New challenges require new ways of thinking.