IIBA

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Empathy. Brainstorming. Iteration. Collaboration. Simple words, but combined play a powerful role in truly defining and understanding the customer experience. What I'm talking about is Design Thinking. While the concept of Design Thinking is not new, its application in IT solution design is just starting to pick up momentum. This is not surprising. Why wouldn't we want to deliver IT solutions that meet, that exceed, users' expectations?

In this newsletter, I am pleased to share some key insights you can put into practice today to transform your organization's approach to delivering IT solutions that better fit the current, future and unanticipated needs of your customers. Enjoy!

Ken Fulmer
President & CEO, IIBA

Design Thinking Can Revolutionize Your Customer Experience Strategies

Gene Phifer
Refreshed: 04 April 2017 | Published: 17 November 2015

Design Thinking isn't new, but it is new to most IT organizations. IT leaders supporting business applications and applications infrastructure initiatives must understand the importance of Design Thinking for their own solutions delivery, especially as digital business opportunities arise.

Foundational Document

This research is reviewed periodically for accuracy.
Last reviewed on 4 April 2017.

Impacts

IT leaders should look at and learn from the adoption of Design Thinking by almost all of the major software and IT services providers, which could have a significant positive impact on the customer experience of the technology solutions they deploy.
While Design Thinking has been adopted widely in product design, it has seen only moderate adoption by enterprise IT, yet improvements in user experience could be accelerated if IT leaders embraced Design-Thinking approaches.
As digital business opportunities grow, IT's role in working with the organization is critical, and use of Design Thinking becomes an even more important success factor.

Recommendations

For IT leaders supporting CRM, ERP and other business applications initiatives, or applications infrastructure initiatives:

Understand what Design Thinking is, and is not.
Implement Design Thinking in your IT organization, but be careful not to fall into the trap of "making it a process."
Train existing personnel on Design Thinking, including business leaders and executives, and seed projects with new hires from design schools.
Make sure that design is a first-level priority, starting at the beginning of the project and continuing throughout its life cycle.
Work with business leaders on digital business initiatives, bringing your Design-Thinking training and approaches into product development activities.

Strategic Planning Assumptions

By 2017, more than 30% of enterprise IT organizations will have attempted to implement Design Thinking, up from less than 10% today.

By 2017, less than 50% of enterprise IT organizations attempting to implement Design Thinking will be successful.

Speaker:

Blair Loveday, Chief Culture Officer, Redvespa Consultants Limited
Shantha Maheswari, Managing Director, Accenture India
Jason Prunty, Director of UX at ePharmaSolutions
Peter Gerstbach, Director & Business Analysis Evangelist, Gerstbach Business Analyse GmbH
Martha Breil, Business Analyst, McGuireWoods
Stephen Turner, CEO, Known-quantity