How to implement a design thinking process

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One of the biggest problems for banks was attracting new customers. The process was often unpleasant for potential customers and involved a lot of work to sign up. Most traditional banks' outreach consisted of sending out envelopes with dozens of pages of information that had to be filled out by hand and returned by mail.

Capital One used design thinking to streamline this process and make it easier to use. To do so, they gathered consumer feedback and fine-tuned a SaaS solution called OneView.

It helped them manage their content and create a digital package that allows users to sign up online, without the hassle of the old onboarding method.

Design thinking in meal delivery: Uber Eats case study
When it comes to food delivery apps, the design thinking process isn’t limited to the app. As Uber Eats demonstrates, design thinking applies to every aspect of the business.

This means thinking about creating an easy-to-use app, offering products that users want, and building a brand relationship that makes the customer feel appreciated and understood.

Operating in thousands of cities around the world means the company has to pay close attention to its different target markets. What customers in Bangkok want is different from what New Yorkers want.

Design process: designers eating outdoors while smiling at the camera

They didn't want to just approach customers from behind their computers to see what they cio & cto email list wanted. Instead, the team designed the Walkabout Program, in which employees immerse themselves in these cities .

This way, they gain insight into the terrain from residents and community members. They can also experience the site for themselves and see how people use their designs in the real world.

As part of the program, designers visit a new city every quarter. There they study logistical aspects such as transportation and infrastructure. They meet with delivery partners, customers and restaurant employees to understand all aspects of their offerings and how they fit into the local space.

Uber Eats also collects feedback from customers and drivers through chats that encourage riders to visit the offices and share their experiences.

Order tracking allows designers to follow drivers, visit restaurants, and watch customers place their orders.

Design process: portrait of designers riding a bike

via Medium

With all of these valuable insights, the company is focused on iterating quickly. They ideate and begin testing prototypes and mockups in restaurants, customers’ homes, and delivery vehicles. They conduct A/B testing of all the features in the app design and operational experiments to test features before launch.

To keep the spirit of design thinking alive, regular meetings, workshops and conferences on innovation are scheduled.