My Journey with Design Thinking
Christian Vernaschi
Creative Strategy Director, Facilitator, AI Enthusiast, Lecturer | Empowering brands to lead the future with story, creativity, and technology.
I was already familiar with the concept of design thinking, having always applied it in my work and professional processes. However, in recent years, it has become predominant in my approach. Fundamentally, using this methodology has helped me to refine my strategies, better understand client needs, and drive impactful results in my consulting projects.
I'm Chris, and I'd like to share with you how design thinking has shaped my approach to consulting and how it can drive innovation and success in your projects as well.
Applying Design Thinking in Brand Development
In the realm of brand development, applying design thinking is particularly valuable. One crucial aspect often underestimated by both clients and less updated designers is the research phase.
In 2022, I attended the 5-Day DesignThinkers Global Bootcamp Week Training at the DesignThinkers Academy to obtain my certificate and sharpen my methodology. This intensive training helped me deepen my understanding of the design thinking process and reinforced the importance of thorough research and user engagement.
Today, we live in a world where individuals are bombarded with stimuli of all kinds. Information (not just news) is constantly fed to us from every environment, whether online or offline. The way we digest information is becoming increasingly rapid, especially among younger generations like Gen Z and Alpha, who receive constant stimuli through various media. This constant influx of information influences their decisions significantly.
Design thinking helps address these challenges by incorporating essential steps to create experiences and brands that are ethical and respectful of both people and customers. By following the initial steps of the design thinking methodology, we can create more targeted experiences that align with the desires and needs of the final customers, while always respecting their choices and the brand's values.
Steps of Design Thinking
These steps create a logical and adaptable framework that can be customized not only to the clients but also to new trends influencing customer decisions. This adaptability is the beauty of design thinking: like brands, it is not static but constantly evolves, adapts to situations, and changes based on trends, needs, and the surrounding environment (clients, social aspects, and more).
By involving customers in the process and respecting their ethical considerations, design thinking ensures that brands can create meaningful connections with their audience. This approach also fosters collaboration and strategic decision-making within teams, leading to more innovative and effective brand development.
Success Stories: Implementing Design Thinking
One significant project where design thinking made a tremendous impact was the redesign of The Student Hotel (now The Social Hub) website. Collaborating with external agencies responsible for the site's development, our kickoff and approach focused on understanding the exact processes and people involved. We identified the stages and pivotal moments in each individual's customer journey, ensuring that every touchpoint was effectively addressed by considering all project aspects and involving all stakeholders.
Another notable success was last year's redesign of a course previously known as Fundamentals of Brand, now called Brand Strategy. I currently teach this course at the Hogeschool Utrecht in the Faculty of Creative Business. Using design thinking, I defined the key moments in each lesson to guide students in creating a branding strategy for a specific client. This approach allowed me to integrate not only design thinking but also various other methodologies, emphasizing key moments, creating student engagement, and developing a set of tools that I share with students and use with clients to create brand strategies. Design thinking facilitated and supported this entire process, creating various levels of engagement over the course's eight-week duration.
Key Lessons Learned
One of the greatest lessons I've learned is that there is no one-size-fits-all approach. Every project, client, and situation is unique, requiring a tailored application of design thinking principles. This flexibility is crucial in developing effective strategies and solutions.
By focusing on understanding the specific needs and contexts of each scenario, design thinking has allowed me to create more impactful and meaningful outcomes in my consulting work. This methodology has not only enhanced my problem-solving skills but also reinforced the importance of empathy, creativity, and collaboration in achieving success.
Embracing Flexibility
Design thinking emphasizes the need for flexibility and adaptability. In my experience, being open to changing plans based on new insights or feedback is vital. This approach ensures that solutions are not only innovative but also practical and aligned with user needs. For example, during the redesign of The Student Hotel's website, we had to pivot our strategy multiple times based on user feedback and stakeholder input, ultimately leading to a more user-centric final product.
The Power of Empathy
Empathy is at the heart of design thinking. Truly understanding the user's perspective allows for the creation of solutions that resonate deeply with them. Through empathy, I have learned to see challenges and opportunities from the user's point of view, which has been invaluable in developing brand strategies that are authentic and engaging. In the Brand Strategy course, encouraging students to empathize with their target audience has led to more insightful and effective branding projects.
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Collaboration and Co-Creation
Design thinking thrives on collaboration. Bringing together diverse perspectives from different stakeholders fosters innovation and ensures that multiple viewpoints are considered. Collaborative workshops and brainstorming sessions have become integral parts of my process, enabling teams to co-create solutions that are richer and more comprehensive. During the course redesign, involving students in the ideation process not only enhanced their learning experience but also brought fresh ideas to the curriculum.
Iteration and Continuous Improvement
One of the key aspects of design thinking is the iterative process. Prototyping and testing allow for continuous refinement and improvement of ideas. This cycle of iteration helps in identifying what works and what doesn't, leading to more robust and well-thought-out solutions. In my projects, this iterative mindset has prevented premature conclusions and encouraged a culture of ongoing improvement.
Focusing on Ethical and Sustainable Solutions
In today's fast-paced world, it is essential to create solutions that are not only effective but also ethical and sustainable. Design thinking promotes a holistic view, considering the broader impact of solutions on society and the environment. This principle has guided me in developing brands that are not only commercially successful but also socially responsible. Ensuring that our strategies align with ethical standards has built trust and loyalty among clients and customers.
Adaptability to Trends and Changing Environments
The world is constantly evolving, and so are consumer preferences and market trends. Design thinking's adaptability allows for quick adjustments to new trends and changing environments. This dynamic approach ensures that brands remain relevant and competitive. By staying attuned to emerging trends and incorporating them into the design thinking process, I have been able to keep my strategies fresh and forward-thinking.
Enhancing Engagement and Experience
Design thinking has taught me the importance of creating engaging and memorable experiences. Whether it’s a website, a course, or a brand strategy, the goal is to make a lasting impression on the audience. Using design thinking, I focus on crafting experiences that captivate and engage users, leading to stronger connections and better outcomes.
By integrating these lessons into my consulting practice, I have been able to deliver more effective and impactful solutions for my clients. Design thinking has not only transformed my approach to problem-solving but also reinforced the value of empathy, creativity, and collaboration in achieving success.
Conclusion
Design thinking has profoundly influenced my approach to consulting, allowing me to develop more effective and innovative strategies that truly resonate with clients and their audiences.
By emphasizing empathy, flexibility, and collaboration, I have been able to create solutions that are not only impactful but also ethical and sustainable. These experiences have reinforced the importance of understanding and adapting to the ever-changing landscape of consumer needs and market trends.
As we continue to face new challenges and opportunities, design thinking remains a vital tool in driving success and fostering meaningful connections in the world of brand development. I encourage fellow professionals to embrace this methodology, as it holds the potential to transform not only our work but also the experiences we create for others.
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