How design thinking is an accessible tool for internal innovation in SMEs

"As I quietly enter our Turipamwe studio in Windhoek West, I'm greeted by the vibrant energy of our team. With a smile, I settle in for another day of challenges, reflecting on how far we've come. From humble beginnings to a team of seven, we've come a long way from a one-woman graphic design business."

- Tanya Stroh

Background

Turipamwe's journey began in 2011 when I, Tanya Stroh, ventured into entrepreneurship after feeling disillusioned with traditional design agencies. Armed with a vision for a more creative approach, I set out to make a difference.

Problem

Despite our success in delivering award-winning work, I longed for a more meaningful impact. Many clients sought our services without a clear vision, prompting me to explore new ways to support businesses beyond communication design.

Solution

Enter Lean Service Creation (LSC), a transformative innovation process. Over four months, our team immersed ourselves in workshops guided by external consultant Auri Evokari, embracing customer-centricity and fostering a culture of experimentation.

Output

Our new service, Co-Creation, was born – a unique blend of design thinking and strategy facilitation. By September 2021, we were serving our first corporate client as a part of the prototyping and testing phase. We launched the new service in March 2022, marking a significant milestone in our journey.

Business Outcome

The impact was tangible. With improved processes and a new revenue stream, our revenue surged 33% in 2022-2023. Co-Creation quickly became a cornerstone of our business, reflecting the power of innovation.

Cultural Outcome

Beyond numbers, the innovation process transformed our culture. Embracing empathy and collaboration, our team became more open to experimentation, leading to better designs and higher customer satisfaction.

Learnings

Our journey taught us the value of curiosity and resilience. By adopting a "How might we" mindset, we embraced uncertainty and drove innovation. Leadership, patience and a commitment to learning were vital to our success.

Looking Ahead

As we continue to evolve, our mission remains clear – to amplify impact through design. We want to help other Namibian businesses use design as a process and a strategy because we understand how beneficial it can be. With each new challenge, we're inspired to push boundaries and shape the future of our industry.?