Page 12 - V3 TOGA_CX Presentation

THE METHODOLOGY
Design Thinking originates from the traditional practice of ‘design’, where designers create products explicitly to meet the needs of users and customers. It borrows from the social science of ethnography, which observes the experiences of individuals and organisations from their own point of view.
Design Thinking brings together what is desirable from a human point of view with what is technically feasible and economically viable. The ultimate user or beneficiary of the design effort (typically the customer) is placed at the heart of each step of the iterative Design Thinking process.
DESIGN THINKING
1. The Empathise Phase involves primary research with relevant customers through direct observation, exploratory interviewing and contextual immersion in their lives.
2. The Define Phase involves distilling relevant information from data collected and generating insights that help to define customer problems.
3. The Ideate Phase involves bringing together diverse, cross-disciplinary teams to collaboratively generate possible ideas to address the defined problem(s).
4. The Prototype Phase involves making ideas into reality with the minimal investment of time, money and effort.
5. The Test Phase involves testing prototypes developed with customers to gather their feedback on the options presented.
Commercial in confidence
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