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Design thinking process has become a critical factor for the businesses in the current market. Due to several factors, the dynamics of the markets are constantly changing, and design thinking procedure have been assisting the businesses to cope up with the changing market needs (Micheli et al. 2019). In this assignment, I will be reflecting upon the design thinking benefits, negative aspects as well as its application and impact on the various types of industries. In addition, I will also be evaluating the framework of the design thinking procedure, that are commonly used by certain types of industries, and its impact on the managerial perspectives.

Design Thinking Overview

Design Thinking is beneficial in terms of transforming a business into a customer-centric company. It is mainly a process which allows or assists the businesses to priorities the demands and needs of the customers over any other aspect (Nakata 2020). I have also observed that the design thinking is also utilised by the companies to drive the business growth. The particular reason behind the business growth is the customer satisfaction, which can be improv ed by appropriate design thinking procedure. According to my opinion, implementation of design thinking framework is beneficial for the businesses to obtain market growth opportunities. This is because, with the help of the design thinking process, the companies become able to understand the gaps or the issues, and generate rage of ideas to mitigate those difficulties (Mansoori and Lackeus 2020). Therefore, it can be suggested that the design thinking helps the businesses to conduct appropriate strategic analysis, which is beneficial in terms of surviving in the market for a long time. 
There are mainly six important steps in the design thinking framework, which are empathize, define, ideate, prototype, test and implement. Empathising with the customers provides opportunity to the companies in terms of understanding the current hight trends in the market. However, understanding the positive points of the market is not considered to be enough. Therefore, defining the critical areas and identifying the issues that the customers are facing is significant to generate suitable ideas. Creative ideas that have the capacity to mitigate the obstacles and attract the attention of the customers at the same time are considered to be the appropriate strategic development (Vallis and Redmond 2021). On the other hand, the company also needs to ensure that the ideas are organised as well as legally viable for the company. Therefore, legal prototypes are develop considering the external legal policies and standards. On the other hand, in order to ensure that the developed ideas are helping in sales boost as well as attracting a greater number of customers, the company can run a test of the ideas and gain feedback. If the feedbacks regarding the creative ideas are positive, then the company can implement those custom-centric ideas in their management and operation practices (Dam and Siang 2018). If the feedbacks of the ideas are not up to the mark, then the company might have to repeat the entire design thinking framework procedure.

According to my observations, I would like to state that the design thinking procedure is based on the reliability. Several companies in the market are wants to increase the information transparency among them and the customers. Therefore, the design thinking can be seen through three lenses which are desirability, viability and feasible. It can be said that with the help of the design thinking, a business becomes more viable in the market, feasible and desirable among the customers (Elsbach and Stigliani 2018). Therefore, it can be said that the design thinking is beneficial for the companies to increase its brand recognition in both the national and international markets. Some of the major global companies that have previously used design thinking are Netflix, Airbnb and UberEATS, and it has benefited the company to achieve a global customer reach. I have researched about the design thinking procedure thoroughly, in order to understood its benefits as well as negative facts. According to me, one of the major significances of the design thinking procedure is that it helps especially the small and medium scale companies to grow in the market, by shifting its focal point towards the customers and help the companies to understand about the benefits of markers (Santa-Maria, Vermeulen and Baumgartner 2022). As a result, with the help of the outcomes, the companies get to develop products or services in a way, that matches the perception of the customers and are eligible to meet their demands.

Benefits Of Design Thinking 

Design thinking according to me is to develop customer centric strategies by empathising with the targeted customers of the company. However, there are several benefits of the design thinking, from which the company can obtain opportunities to further grow in the market. I have to come to learn the fact that design thinking is extremely popular among several large-scale as well as small and medium scale enterprises because of its central benefits. The primary advantage that a company can achieve by incorporating design thinking is create advanced and innovative solutions, which has the capacity to mitigate the ongoing issues of the company (Pereira and de FSM Russo 2018). Design thinking has the capacity to point out the problems that the company face, and which are in often cases, ill-defined unknown.

One of the major benefits of design thinking is that it expands the knowledge of design thinkers. During the procedure, generally an individual has to deal with the broader aspect of an organisation in order to identify the obligations. Therefore, the individual has to knowledge several aspects of the company that were previously to them, and gain opportunities to expand their knowledge (Mosely, Wright and Wrigley 2018). It also helps the design thinkers to develop an array of ideas that are beneficial in terms of stimulate the growth of the business. 
Design thinking also helps the company to predict the future market conditions, and prevent any chances of risk occurring. Previously I have learned that one of the major steps of the design thinking procedure is conducting market research and defining the issues that the company has been facing from the market. Therefore, with the help of the market data and comparison of the market information, it becomes easier for the company to predict the future market conditions. In addition, with the design thinking procedure it is easier to develop potential solutions for the problems that may occur in the future. For example, according to the reports, Starbucks is one such company that has previously used design thinking to develop an emergency relief fund of 20 million dollars, which were later provided to the farmers in Mexico in need. It has helped the company to increase its brand image in front of the customers (Starbucks Stories. 2022). 
I can also mention the fact that, design thinking helps in increasing the customer satisfaction by empathising it their demands and needs. Therefore, it also helps in increasing the overall brand image of the company among the targeted customers in the market. It is basically a customer-centric approach which helps in constantly upgrading the products and services of the company as per the new demands of the customers on a regular basis. In terms of managerial perspectives, some of the major strengths that the company can get from design thinking are that, it is cost-effective, time-effective, as well as it helps the company to gain a competitive advantage from the market (Beltagui 2018). The innovative and creative solutions that are developed from the design thinking, helps the company to provide a unique perspective to the customers and stand out among the other competitors in the market. 
One of the major benefits of the design thinking procedure is that it helps in managing the problems about which the company is not clearly informed about. There are several challenges that the company has to face; however, it becomes difficult to point out the root causes of the issues because of the limited knowledge. Therefore, with the help of detailed analysis in the design thinking procedure, the missing parts of the ongoing issues can be identified and helps in developing suitable positive and strategic decisions for the company. Therefore, according to the analysis of the benefits, I have understood that design thinking is benefits in terms of achieving success from the customers by satisfying their needs. 

Criticisms Of Design Thinking

As per my opinion, I have found design thinking procedure extremely complicated and underdefined. According to the experts regarding the subject, it has been stated that design thinking does not involves a lot of data and are qualitative in nature. It is a major limitation of the design thinking procedure, as the logical reasonings of this procedure are not guaranteed. Although, design thinking contains structured steps, it lacks data analytics for measuring the accuracy of the innovative solutions that are developed. In addition, it can be seen that the companies depend on the feedbacks in terms of implementing the strategic solutions with the help of the design thinking procedure (Kindvall 2022). In terms of managerial perspectives, there are several other flaws of the design thinking procedure, with which the company faces certain difficulties. 
Design thinking is often considered as a linear process, which is not often beneficial especially for the large-scale global companies in the market. Several managers have developed a perspective about design thinking is that, it only helps in identifying issues and developing innovative solutions without any iterations. As a result, in terms of important decision-making procedures, the design thinking is not included (Stickdorn et al. 2018). The managers are mostly dependent on certain types of measuring matrix, which provides them a clarity regarding the strategic planning. On the other hand, design thinking does not include any types of analytics, as per the demands of the manager. It only focuses on the demands of the customers, which might not be equivalent with the desired objectives of the company. 
In addition, I have observed several criticisms regarding the misalignment of the design thinking procedure. Due to the lack of the data analytics, or any measurement tools, the information flow from one step to another of design thinking might get misaligned. During the test of the innovative solutions developed by the design thinking procedure, the company also might get misleading information. Several obstacles can occur in between the design thinking procedure, such as external policy changes, natural disasters or so, which has the capacity to change the market demands overnight. In this type of situation, the managers have no other options than to initiate the design thinking procedure from its first steps. Therefore, it becomes a time-consuming procedure, which almost every company wants to avoid for better results and increased productivity level. There are also criticisms mentioning the fact that design thinking is not beneficial for the user research, because it is not the suitable choice for the in-depth analysis of the market research (Dell'Era et al. 2020). It can be seen that several companies utilise the design thinking procedure for the obvious difficulties. In addition, despite of the popularity of the design thinking process, I have observed that several companies are not appropriately knowledgeable about the structures and elements of the concerned procedure. The people, in this case the employees are also reluctant to the changes in the organisation. Therefore, several employees do not agree with the innovative solutions developed with the design thinking procedures, resulting in failure of the strategic planning. 
Another difficult part of the design thinking procedure that I would like to discuss is that the companies often become too attached with the prototypes that they have developed. In several cases, the companies face difficulties regarding the prototypes, and the tests remain failing. However, due to the effort and time consumption, the companies are unable to let go of the prototypes. 

Application Contexts Of Design Thinking

I have previously discussed that several large-scale marginal companies have used the design thinking procedure, in order to solve the issues within the organisations, Toyota is one uh company belonging from a vehicle manufacturing industry has applied the design thinking procedure to understand the perspectives of the customers. Design thinking can be applied in every aspect of the business (Vasilieva 2021). However, the most beneficial approach of the design thinking procedure is to empathising with the customers. 
In this case, I am considering a start-up business, which can gain most of the beneficial uses from the design thinking procedure.  I have observed that the start-up businesses always remain in needs for a greater number of customers, for boosting the sales of the business and generating a greater number of revenues. In this type of situations, the start-up businesses in the market mostly needs to understand the demands of the customers and the ongoing market trends (Huang and Hands 2022).
Therefore, empathising with the targeted customers in the market, it provides a significant idea to the business regarding their product and service ranges. Innovation and creativity of the organisation can be enhanced within the organisation. 
On the other hand, in terms of evaluating the market difficulties, conducting market research according to the design thinking is also beneficial for the start up businesses. It helps them to understand the external condition of the business, such as the legal policies, customer demands, economic conditions, societal factors and many more (Liedtka 2018). It helps the company to identify detailed problems, and its root causes from the market. Based on the challenges, in order to mitigate the difficulties, the newly developed businesses in the market can develop strategical plans. It will be beneficial in terms of any product launching or market expansion project of the company in the market (Park and McKilligan 2018). Therefore, I can mention that the design thinking procedure is also beneficial for the company in terms of optimizing the production level of the company. Appropriate production according to the satisfaction of the customers, is beneficial in terms of boosting the overall sales of the company. Another major fact, that I would like to address about the application of design thinking in the start-up businesses is that it also in renewal of contracts or the business transformation. In order to enhance the customer experience, the company can create solutions that exactly matches with the demands of the customers (Guldmann, Bocken and Brezet 2019). In addition, these creative and innovative solutions are often considered to short-term, which required frequent upgradation. The market dynamics are constantly changing, due to several factors like globalisation, disasters like COVID 19 pandemic, for which the companies in market needs to upgrade customer-centric solution with the help of design thinking procedures (Cankurtaranx and Beverland 2020). 

Conclusion on Design Thinking for Business

In conclusion, I would like to say that I have found design thinking procedure as beneficial for boosting sales and increasing revenue generation of a company. Despite of the various criticisms that I have addressed previously in the market, the companies become customer-centric, which helps them to increase the customer satisfaction with the company. It is beneficial in terms of understanding the issues that the customers are facing in the market or with the company. Based on the analysis outcomes, the companies develop innovative ideas and creative strategic planning for the product or service development, in order to engage the customers with the company. In this way, the company can acquire a greater number of customers with the help of design thinking procedure.


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