Key Phases of Design Thinking to Drive DX, UX and CX

Albert Tan

This edition of Software Confidential is by Albert Tan, Director of UX Design at CA Technologies. Albert is a creative leader with more than 20 years of experience in design and brand.

Empathize and Define.

Design thinking is a user-centered approach to creating new products. It begins with doing research to understand your target audience/users. The goal is to identify insights in the form of unmet needs, pain points and opportunities. Richer insights can lead to better ideas and solutions.

Ideate and Prototype.

Next, you’ll focus the problem and leverage insights to sketch three to five ideas that address it. You’ll then want feedback from real customers on the most promising ideas. The goal is to ensure you’re solving the right problem and understand what success means. Then you’ll synthesize your findings into a prototype.

Share and Test.

Once you have developed a prototype, you should share it with as many end users as you need to determine if you have created the minimum viable product. The process of research, sharing and feedback should be conducted in as personal a manner as possible, so that end users are fully engaged and willing to tell you what they really think, rather than what they think you want to hear.

By Albert Tan | 06 Dec 2017