Gartner Research

Tech Go-to-Market: Product Managers Apply Design Thinking to Transform Customer Experience

Published: 11 January 2017

ID: G00314905

Analyst(s): Lars Van Dam , Marcus Blosch


Customer experience is a top priority for tech providers, yet many do not know how to get started with CX initiatives. Design thinking offers a method for transforming CX and enables technology product management leaders to make design artifacts essential to development and go-to-market innovation.

Table Of Contents



  • Many Technology Companies Do Not Have a Methodology for CX Innovation
  • Create a Collaborative, Cross-Functional Team
  • Develop the Seven "Mindsets" of Design Thinking
  • Pilot Your First Design Thinking Project
    • Empathize
    • Define
    • Ideate
    • Prototype
    • Test
  • Create CX Definitions That Are Foundational to Development and Go-to-Market Innovation
    • Development Innovation
    • Go-to-Market Innovation


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