Identifying the unique needs of customers and ideation
For automobile companies, identifying customers' unique needs and looking to address them is vital to the whole design thinking process. It leads to a better understanding of the problems people face while using those products daily and how they could be improved further. Design thinking encourages brainstorming sessions involving cross-functional teams, including designers, engineers, marketers, and potential users. For example, urban commuters often struggle with limited parking spaces and congested traffic. This insight helped the people at the heart of the design thinking process to accelerate the development of compact electric vehicles, which are optimized for urban mobility, addressing the specific needs of this target audience.
Building a prototype
In design thinking, the "fail fast" mantra is often used. Once an issue is resolved or any feature is upgraded, those concepts or ideas are rapidly rolled out to select customers to test their viability on the field. It allows rapid iterations and faster learning from mistakes. Within the industry, prototyping might involve creating physical or digital mock-ups of vehicle features, interfaces, or even entire vehicles. By testing prototypes with users, designers can gather valuable feedback early on, enabling iterative improvements that lead to more refined and user-friendly solutions.
Optimising the user experience
Innovation in automobiles extends beyond the vehicle itself. User experience encompasses everything from the initial research phase to the post-purchase interaction. Design thinking helps create seamless and engaging experiences at every touchpoint. For example, user-centred design can influence how a company dealership should look, their experience, digital interfaces, and maintenance services, ensuring that customers' interactions with the brand are consistent and positive at each step.