Design Thinking critical in AI applications

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Dr Mark Nasila | Chief Analytics Officer | Chief Risk Office | FNB | mail me |


Design thinking (DT) is transforming the way companies create value. But what is DT?

At its core, DT is about applying the principles of design to problem-solving while paying deep interest in developing an understanding of the people for whom we’re designing the products or services.

Previously, businesses tended to focus on engineering when seeking an innovation advantage. Still, the focus is increasingly moving to design, or at least design-inspired thinking and strategy, often a precursor to engineering solutions. The best technology is not nearly as valuable if it is not directed towards solving actual problems rather than perceived ones. To this end, DT is about taking a keen interest in understanding for whom products or services are being created. It is about empathising with users’ actual needs rather than trying to foist products on them they may not want, let alone need.

Moreover, design-driven firms are consistently outperforming non-design-driven ones. For example, the Design Value Index (DVI), created by The Design Management Institute, is based on a portfolio of 16 listed companies that are ‘design-centric’ (according to carefully selected criteria for evaluation). As a result, these companies routinely realise a 200%+ return over the S&P 500.

One such company is Nike, where the enormous design team reports directly to the CEO and where DT informs almost every decision. Nike is also notorious for


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Read the full article by Dr Mark Nasila, Chief Analytics Officer and Chief Risk Office, FNBas well as a host of other topical management articles written by professionals, consultants and academics in the December/January 2022/3 edition of BusinessBrief.


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