We define our approach strategic because, placing ourselves alongside the management, we propose new directions. Feasible and measurable. To achieve results even in territories difficult to cross. Feeding technological transfers, bringing know-how, training people. We listen, we investigate, we interview, we analyze.
Working between strategy, marketing, product and frequenting the production line has allowed us to identify similar patterns in methods coming from different disciplines, such as the Lean / Six Sigma Methodology, the Design Thinking, the Design Sprint and the Mapping of distinctive capabilities in Strategic studies. They are discrete tools that merge along the line of the project, notably in the face of complex issues that require multiple validations.
Using the Design Thinking methodology we bring innovation to companies by promoting a collective change that allows the creation of ideas that work. What does it mean? We help to move the magnifying glass to the “right” problem. The concept is simple. Problems are studied and analyzed to take action on the processes that create them, removing obstacles and identifying new opportunities for improvement.
Design Thinking is relevant in any field, wherever there is a need to explore solutions other than those already known. What’s important is that the key problem to be solved is clear. Once we have identified the “right” problem, we implement a mix of scientific techniques combined with creative methodologies. The choice is based on the type of project and on the players involved.
We have called this modular approach “Thinkingram”, from the matching of “Design thinking” with the “Tangram” game, where each piece represents a module of the process and the modules together, depending on their order, shape unlimited figures.
The 7 phases we identified (Empathize, Define, Plan, Ideate, Prototype, Test, Implement) let us describe and organize the complete process from the beginning of research to the marketing plan implementation in a unique storyline that integrates strategy, marketing and design.
The “Thinkingram” is our possible answer to the emerging need to integrate qualitative and quantitative methods; vision and execution; design thinking, strategy, and marketing with company efficiency methods; in a single framework. The modularity of this approach enhances the individual phases without losing the overall vision. It is an advantage in complex projects in which different subjects and skills are called to collaborate.
The described methodological analysis is a case study selected from Academy for Design Innovation Management at the World Biennal Conference 2019 held in London at Longhborough University.
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