search.noResults

search.searching

dataCollection.invalidEmail
note.createNoteMessage

search.noResults

search.searching

orderForm.title

orderForm.productCode
orderForm.description
orderForm.quantity
orderForm.itemPrice
orderForm.price
orderForm.totalPrice
orderForm.deliveryDetails.billingAddress
orderForm.deliveryDetails.deliveryAddress
orderForm.noItems
Summer 2020


13


to get organizations to focus on end user feedback earlier in the process, break down internal departmental silos, and bring together diverse teams to challenge assumptions, redefine problems, and promote innovation and collaboration. But the same approach can and should be applied to marketing.


Adopting a Design-Thinking Mindset for Marketing With design thinking as a template, marketers become more than just a mouthpiece tasked with translating features, benefits, or technical aspects of a product into materials for easy consumption. Instead, design thinking produces an empathetic approach to marketing, encouraging marketers to put themselves into their consumer’s shoes to


focus on why a consumer would choose to buy the product or service. Understanding a potential customer’s needs, concerns, and desires allows for a reframing of all the messaging that follows. Rather than selling what a product is or can do, the marketing focuses instead on authentic storytelling: how the product will help the end user or how the service can make the end user’s life better, easier, or more fulfilling. By really connecting to the hearts and


minds of consumers, marketers can not only build a genuine connection that helps them sell but also provide invaluable feedback to their organization about how to improve existing offerings or create new ones. In this way, design thinking changes the marketing department’s role in an organization from


a one-way translator to an essential communication channel that connects the brand with customers, and vice versa.


Three Mindsets a Designer, Marketing Department, or CMO Can Embrace to Foster Design Thinking Take a human-first approach. Marketers are often focused on collecting data and metrics (e.g., the


ROI of a mailer, the cost per click they paid for an online ad). However, the first—and most important—step in building an authentic and empathetic connection with customers is to see them as more than numbers. This means abandoning the assumption that you have an intuitive understanding of what


1 The Five Phases of Design Thinking: A Systematic Approach IDEATE EMPATHIZE


- Interviews - Shadowing - Seek to understand - Nonjudgmental


DEFINE


- Personas - Role objectives - Decisions - Challenges - Pain points


Source: Stanford d.school Design Thinking Process


- Share ideas - All ideas worthy - Diverge/converge - “Yes and” thinking - Prioritize


TEST


- Understand impediments - What works? - Role-play - Iterate quickly


PROTOYPE


- Mock-ups - Storyboards - Keep it simple - Fail fast - Iterate quickly


Page 1  |  Page 2  |  Page 3  |  Page 4  |  Page 5  |  Page 6  |  Page 7  |  Page 8  |  Page 9  |  Page 10  |  Page 11  |  Page 12  |  Page 13  |  Page 14  |  Page 15  |  Page 16  |  Page 17  |  Page 18  |  Page 19  |  Page 20