With this in mind, we believe that true innovation should always start with design thinking – placing the customer or user experience at the centre.
Global design company IDEO defines design thinking as “a human-centred approach to innovation that draws from the designer’s toolkit to integrate the needs of people, the possibilities of technology, and the requirements for business success.”
In the context of designing for the built environment, this kind of empathetic thinking means asking questions like: how does a customer feel when they first enter a place? Is it easy to find and navigate around? Why might people be avoiding or congregating in a certain area? Is a brand’s presence within this environment obvious, and does it actively engage the user in more than just a transaction?
Adopting a user-centric approach gives the perspective needed to challenge potentially outdated assumptions around what a person wants or needs, and to draw attention to moments of friction along the customer journey. It is by critically analysing the ‘whole journey’ experience – and uncovering new questions along the way – where we believe the most valuable opportunities for innovation and improvement lie.
