Customer Driven Design
How did companies like Netflix, Airbnb and Uber revolutionise industries and win loyal followers? They didn’t just prioritise customer needs; they fundamentally disrupted their respective industries through innovative business models rooted in design thinking. These companies redefined success by deeply empathising with their customers, understanding their worlds, and being genuinely customer-led. They went beyond merely meeting existing needs by foreseeing and creating products and services that customers hadn't even envisioned. This strategic foresight, combined with a commitment to designing solutions that are as intuitive as they are groundbreaking, enabled them to deliver exceptional value and cultivate a base of loyal followers.
Our book, Customer-Driven Transformation shows you how to use design thinking as a driver for organisational change, translating your vision into services that will delight customers.
We show you how to instil an outside-in approach to strategy, moving away from management that's technology, marketing or resource optimization-led to one that is customer-inspired and experimental with innovation. This book is a practical guide to leading a transformational programme within businesses using design thinking to change how services are created and ensuring everything is beautifully designed, elegant in use and brilliant in customer mindedness.
The biggest challenges
We’ll take you through six of the biggest challenges associated with customer-led innovation:
1. The Challenge of Outside In
2. The Challenge of Vision
3. The Challenge of Fast and Slow
4. The Challenge of Emotion
5. The Challenge of Distinctiveness
6. The Challenge of Change
With contributions from leaders who have used design thinking to lead change in businesses like E.ON Energy, Bupa, Dubai Airports and the Hyundai Motor Company, Customer-Driven Transformation will give you the language and tools to take control of the design of the services you operate and customer experience and in doing so change your organisation.
Download the first two chapters of our book for free
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