Design thinking applied: solving business problems through the user-centered approach
Design thinking applied: solving business problems through user-centered approach
Design Thinking is a method that places the user at the center of solutions to solve complex challenges. In Switzerland, with its linguistic and cultural diversities, this approach helps companies better understand their customers, collaborate effectively, and innovate rapidly. Here are the key points:
- Empathy: Observing and understanding the real needs of users, taking into account regional differences (e.g. Geneva vs Zurich).
- Iterative prototyping: Quickly testing ideas with simplified versions to reduce risks and adjust based on feedback.
- Collaboration: Bringing together diverse teams to break down silos and enrich solutions.
In Switzerland, this involves adapting user research to local languages, designing solutions accessible to all, and complying with laws such as the LPD. The result? A better customer experience and solutions aligned with users' real expectations.
Practical tip: To integrate Design Thinking, start with multilingual user interviews, prioritize problems to solve, and test your ideas with simple prototypes.
Design Thinking - How to start your project successfully
Fundamental principles of design thinking
These principles help better understand the method mentioned earlier. Design thinking is based on three key elements that redefine how companies approach complex challenges. They provide a structured framework for creating user-centered solutions, particularly relevant in the multicultural Swiss context.
Empathy: understanding user needs
Empathy is at the core of design thinking. It involves observing, listening, and understanding users in their daily lives. This approach goes beyond simple surveys or market studies.
In Switzerland, this principle takes on a particular dimension. Companies must juggle cultural, linguistic differences, and varied consumption habits. For example, a customer in Geneva may have different expectations than a customer in Zurich, even for an identical product.
Empathy helps detect deep motivations behind behaviors. If a customer frequently abandons their online cart, is it a trust issue, complexity of the process, or a question related to their cultural expectations?
To acquire this fine understanding, it is essential to prioritize direct observation, individual interviews, and even immersion in the users' environment. This approach helps capture weak signals, those small details revealing essential needs to design tailored solutions.
The gathered information then feeds into the creation and testing stages of prototypes.
Iterative process: building and testing prototypes
Design thinking focuses on rapid action rather than excessive planning. Iterative prototyping encourages teams to shape their ideas to quickly test them with users.
This method limits risks. Instead of spending months developing a complex solution, teams create simplified versions that they improve based on feedback received. A prototype can be as basic as a sketch, an interactive model, or even a simulation played by the teams.
Iteration allows to identify errors quickly and adjust accordingly. Each test reveals unexpected aspects of the problem and guides necessary improvements. For Swiss companies, this method is particularly useful to adapt solutions to the various linguistic and cultural segments.
It also promotes a mindset of continuous improvement. Teams see each version as a learning opportunity, freeing their creativity and accelerating their ability to innovate.
Interdepartmental collaboration
Design thinking breaks down silos by bringing together diverse perspectives around a common goal. This cross-functional collaboration enriches solutions by integrating diverse viewpoints.
Teams include various profiles (marketing, development, customer service, sales, and end users), each bringing valuable expertise to solve complex problems.
In Switzerland, this collaboration takes on particular importance. By integrating representatives from different linguistic regions, companies ensure that their solutions meet the expectations of all their users.
This collaborative approach also contributes to better adoption of solutions. When services actively participate in their design, they better understand the choices made and are more inclined to support necessary changes.
Ultimately, this method transforms the corporate culture by promoting listening, constructive reflection, and mutual learning. Teams develop a shared vision of challenges and move together towards common goals.
Step-by-step guide to using design thinking
Applying design thinking transforms business challenges into user-centered solutions, taking into account the multicultural Swiss context. Each step aims to bring real value by placing user needs at the heart of the process.
1. Understand your users
The first step is to deepen your understanding of users. This goes beyond simple demographic statistics: it's about exploring their motivations, frustrations, and actual behaviors.
Plan individual interviews lasting 45 to 60 minutes with a sample of 8 to 12 representative users. Supplement these discussions with field observations to better understand the gaps between what users say and what they actually do. Ask open-ended questions like, "Can you describe your last experience with this type of service?" Avoid closed questions that limit responses.
A key tool here is the user journey mapping. This process helps identify friction points by tracing the interaction steps, from awareness to final use. It highlights moments where the user feels frustration or, conversely, satisfaction.
In the Swiss context, adapt your methods by offering multilingual interviews and considering regional differences in how users express their opinions. This information is essential for defining the problems to solve.
2. Define business problems
Once the information is collected, rephrase it into clear problems from the user's perspective. For example, instead of asking the broad question "How to increase our online sales?" prefer a user-centered approach like: "How to facilitate the search for products that meet customer needs?"
The "How could we..." technique is particularly useful here. If your interviews reveal that the complexity of the payment process discourages users, rephrase it as: "How could we simplify payment to remain intuitive, even for users unfamiliar with online commerce?"
Prioritize problems based on their impact on the user experience and technical feasibility, while respecting specific regulatory requirements in Switzerland. Once the problems are well defined, you can move on to finding solutions.
3. Generate solution ideas
This step involves exploring a wide range of possible solutions for the identified problems.
Organize brainstorming sessions involving diverse teams and, if possible, end users. The goal: generate between 50 and 100 ideas in an hour. Encourage bold proposals, even if they seem unrealistic at first, as they can inspire unexpected approaches.
Use structured techniques to alternate between free thinking and more organized thought, which fosters the emergence of new ideas. In the Swiss context, it is important to assess from the start how each idea could adapt to different linguistic and cultural segments.
4. Build and test prototypes
Transitioning from ideas to concrete solutions requires creating prototypes. These simplified versions allow for quick testing of concepts and identification of main difficulties.
Start with low-fidelity prototypes, such as sketches or simple models, to validate key ideas. Then, develop interactive prototypes using tools like Figma or InVision. Ensure these prototypes consider regional specificities and offer a consistent experience for all users.
Organize user tests with 5 to 8 participants per iteration. Observe their interactions without intervening and gather their feedback through open-ended questions about their experience. These tests quickly detect common usability issues.
Carefully document the feedback, prioritize improvements based on their impact, and iterate quickly between design, testing, and adjustment. Repeat this process until the solution effectively addresses the initial problem.
Using design thinking for bilingual and multicultural markets
Switzerland offers a unique ground for applying design thinking, with its four national languages, regional diversities, and international communities. In this context, it is crucial to adapt methods to create solutions that truly include everyone.
Adapting user research to multiple languages
Conducting user research in a multilingual environment goes beyond translating questions or interfaces. Each language carries cultural nuances that influence how users express their needs and interact.
To capture these nuances, conduct interviews in each language, led by native moderators. For example, a Romand user might express frustrations differently from a Swiss German user, even if they face the same challenges. The former might use more nuanced language, while the latter might be more direct.
Develop multilingual personas reflecting specific behaviors and expectations of each region. A persona for Romandy should include French influences, while a persona for Swiss German should consider Germanic particularities. These profiles help better understand how needs vary across languages and regions.
Finally, document how users express their needs in each language. A problem may be perceived and described differently depending on the region, revealing distinct expectations requiring tailored solutions.
Making solutions accessible to all
Beyond research, design must integrate these differences to ensure a homogeneous and inclusive experience. This means not only translating content but also adapting solutions to cultural and regional contexts.
Create a multilingual information architecture that remains intuitive in all languages. For example, since German is often longer than French, ensure the layout remains clear and functional. Also, test the impact of linguistic variations on navigation.
During prototyping phases, incorporate visual and interactive elements adapted to cultural sensitivities. Colors, images, or even certain terms can have specific connotations depending on regions. Test your prototypes with users from each linguistic region to gather appropriate feedback. These tests reveal necessary adjustments that monolingual evaluations might miss.
Consider dynamic adaptation options in your solutions, allowing users to customize their experience according to their linguistic or cultural preferences. This includes date formats, units of measurement, or specific display conventions. These adjustments enhance user engagement and satisfaction.
Respecting Swiss legal requirements
In Switzerland, legal constraints play a significant role in the design process. Integrating these requirements from the start can turn obligations into opportunities to improve the user experience.
The Federal Data Protection Act (LPD) imposes increased transparency regarding data collection and use. During user interviews, explore their privacy expectations and adapt your solutions to address these concerns.
Apply privacy by design principles during brainstorming sessions. Each idea should respect privacy while meeting user needs. This approach often leads to more creative ideas aligned with local expectations.
Finally, ensure your prototypes comply with Swiss standards for digital accessibility. Test your solutions with users with specific needs and incorporate their feedback into iterations. Collaborating with legal experts from the start ensures compliance and turns these constraints into strengths, while placing users at the center of innovations.
Measuring the results of design thinking in business
To assess the impact of design thinking, it is necessary to go beyond traditional indicators. In Switzerland, companies must demonstrate the value of this approach by clearly defining the objectives of each project. This anchors improvements in a user-centered approach[2]. Whether optimizing products, mobilizing teams, or increasing revenue, the choice of metrics should reflect these priorities.
Tracking key performance indicators (KPIs)
Traditional KPIs, such as return on investment or productivity, may not always be sufficient to measure the impact of design thinking. Due to its iterative and empathetic approach, it is essential to adopt metrics that capture the creative behaviors inherent to this method[2].
To define relevant KPIs, start by identifying behaviors that support your objectives[1]. These behaviors may include the frequency of positive feedback, the speed of problem resolution, or the recommendation rate. Then, transform these behaviors into SMART metrics (specific, measurable, achievable, realistic, and time-bound) and designate a responsible person for each indicator to ensure regular monitoring and quick adjustments[1].
Combine advanced indicators (anticipating progress, such as the number of user interviews conducted) and lagging indicators (measuring results, such as revenue growth)[1]. Prioritize a limited number of KPIs, segment them based on your objectives to avoid overload or unnecessary metrics. For example, a well-designed dashboard can provide a clear and actionable view, facilitating decision-making[1]. In Switzerland, consider adapting the number format: use periods for thousands (1'000) and commas for decimals (CHF 1'500.50).
These KPIs, by focusing on , help foster a culture of continuous improvement.
Building a culture of improvement
To ensure the relevance of your KPIs, regularly reassess them according to a defined schedule[1]. Assign responsibility for each indicator to a dedicated person and use A/B tests to refine your measures.
Also, link your objectives together by setting clear targets for each KPI. For example, a financial goal can be directly related to service quality or customer loyalty. This approach helps better understand cause-and-effect relationships and align efforts with concrete results[1].
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Conclusion: Developing your business through user-centered solutions
Design thinking transforms how companies approach their challenges by putting the user at the center of their priorities. This method solves complex problems while improving the customer experience, which is particularly relevant in multilingual markets like Switzerland.
Based on three fundamental pillars – precise problem definition, deep understanding of user needs, and rapid prototyping cycles – companies can accelerate their innovation capacity. These steps create a solid foundation for continuous, measurable, and user-oriented improvement.
But for design thinking to become an integral part of the corporate culture, it is essential to measure its results. In addition to traditional KPIs, indicators reflecting creative behaviors and direct impact on the user experience must be integrated.
In Geneva, has played a key role in this since 2011. With tailor-made bilingual solutions, the company helps its clients maximize their ROI through user-centered projects. Whether for websites adapted to local languages, business applications, or , each initiative is designed to meet users' real expectations.
In a rapidly evolving world, only companies that put the user at the heart of their decisions can maintain their competitiveness. Design thinking is no longer just a method but an essential strategy to adapt and thrive.