Think.
In complex industries, there is a compelling need to innovate. An early step we take to innovate is to Think. This is where we apply Design Thinking in five stages, as defined by the Stanford d.school1: Empathize; Define; Ideate; Prototype; and Test.
Empathize.
The first and most important stage in Design Thinking is Empathize. This where you are creating receptivity and rapport among a broad set of decision-makers and influencers as stakeholders. In turn, this generates the trust required to move to Define stage.
Define.
Clearly articulating the problem to be solved. After gathering insights, define the core problem in a human-centered manner. This stage is about synthesising observations and articulating the problem that guides the creation of a compelling solution.
Ideate.
Generating a range of creative ideas to solve the defined problem. This stage involves iterative brainstorming and exploring potential solutions, as out-of-the-box thinking. It's essential for real innovation - creativity in the discovery of effective outcomes.
Prototype.
Turning ideas into tangible solutions. Prototyping means a hands-on approach to the rapid transformation of Current State, generating a simpler, effective Future State with the right solution. Prototyping is crucial for visualising how a solution will work.
Test.
Gathering feedback and refining the Prototype. Testing includes feedback collection on reactions to the solution offered. This helps in understanding stakeholders experience, identifying issues, and validating the effectiveness of what has been proposed.
Simplify.
In writing the Laws of Simplicity, John Maeda2 created a timeless work, nearly twenty years ago, on how to simplify everything business, life and tech:
Reduce.
The simplest way to achieve simplicity is through thoughtful reduction. This law emphasises the importance of removing unnecessary elements and complexities to focus on what truly matters. In the context of Fierce Reduction, this means eliminating excess features in products or services, thereby enhancing the user experience and effectiveness.
Organise.
Organisation of complexity is crucial in maintaining simplicity. By categorising and structuring information or processes, streamlining communication and operations. Organising information helps in a Fierce Reduction strategy, making it easier for your users to navigate and understand a digital environment.
Time.
Savings in time can constitute simplicity. People are often overwhelmed by choices and information. Thus, reducing the time spent navigating complex experiences embodies Fierce Reduction. Simplicity applied to processes and tasks within digital innovation leads to significant time savings for business-to-business interactions.
Learn.
Simplicity can facilitate better learning and understanding. This means stripping away complexity, so that individuals can focus on grasping essential concepts more effectively as features within digital platforms. It is Fierce Reduction. By first removing distractions, a core feature/function becomes clearer, easier to absorb.
Differentiate.
Recognising differences can lead to innovative solutions. Fierce Reduction means focusing on unique attributes that, in turn, can lead to differentiation in the marketplace. For example, tailoring design methods and embracing an AI-powered digital innovation can express these differences.
Emote.
Simplicity is more about the experience than the object. Emotions play a critical role in how individuals perceive simplicity. Reducing complexity not only leads to better functionality but also enhances emotional engagement with new, innovative products or services. It's a key element of building and reinforcing belief in brand.
Trust.
When something is straightforward and easy to use, people are more likely to trust it. Fierce Reduction means streamlining processes can enhance customer trust in a brand or service. Remember to subtract before you add: it was the key to the simplicity of the Google search engine User Interface (UI).
Value.
When we apply Design Thinking to maximise human receptivity and rapport, we also include the rigour of Value Engineering.
Value Engineering was originally conceived by Lawrence D. Miles3, a General Electric engineer. Miles' techniques have saved design engineers, manufacturing engineers, purchasing agents and service providers millions of dollars.
To quote Miles, it was necessary to show "why so much unnecessary costs exist in everything we do and how to identify, clarify, and separate costs which bear no relationship to customers' needs or desires."
Value Engineering eliminates waste and determines value over price. This is calculating the cost of purchasing (or crucially, not purchasing) any high-value product or service in a timely manner. It is quantifying time-based value versus the cost of delay or doing nothing.
As Value Engineers, we set the scene mapping your ideal customer's needs with your offering. This is where we apply Design Thinking to enable you to build receptivity, rapport, trust and truth with buyers - early and often.
From a financial perspective, we start with a simple question for the buyer: What is the cost of NOT buying the product or service? Firstly, let's look at the Return On Investment (ROI) Model - a general formula:
ROI = (Cost of Investment / Net Profit) × 100%
We then create a custom ROI Model that looks at your Current State (As-Is) and compares to one or more Future State (To-Be) outcomes, related to a specific problem-solving solution.
CRM.
Power CRM4. Our AI vibe coding advantage is your advantage too.
At Being Guided we deliver next generation CRM apps with simplicity and value at the core of our thinking. We believe that offering secure private spaces to prospects and customers is key to building receptivity, rapport and trust with buyers.
With Microsoft Power Apps we take advantage of a no-code technology, enhanced by AI to turn requirements into custom CRM Web apps, faster. Its no code, just words. Makes edits, add automation, and writes code in days and hours. Less is more.
CAD.
Cadmould Flex5. Powerful injection moulding simulation software.
Join thousands of engineers who trust Cadmould Flex for accuracy, speed, and reliability, starting at just €300 per user per month. Learn how materials and product designs will behave during moulding without wasting time, materials or machine capacity.
Anticipate and fix issues like air entrapments, cooling defects, and weak weld lines before the first part even leaves the mould. Improve cycle times, energy use, material waste and sustainability performance with fast, data-driven decisions.
Meet.
Ian H Smith
MA, FRSA, MIED, M.IDSA
Meet your Design Thinker.
