People have misconceptions that design thinking is only for product development, and its use is limited to big companies. Both of these are incorrect. Design Thinking is a process that creates value for the customers across the value chain. Small businesses need it more because, with their limited resources, they have no other means of creating sustainable advantage. Let me illustrate this with an example.
A small developer in Pen is starting a new residential project. Routinely, builders focus on things like location, price, and amenities. They look around and almost copy-paste stuff from the competition. It is no surprise that all the hoardings look and say the same thing!
Here are the things we did right at the planning stage.
We identified four types of customers. We brainstormed and identified the likely reasons for them to buy a home. It could be kids growing up, kids getting married, upgrading lifestyle, etc.
We then interviewed various customers to understand their budget and space requirements.
The team then sat with the architect and finalized the size of the flats and the rooms within.
Indian cooking is different from the western world. We need more space and a larger cooking platform. Yet, in most modern apartments, scant attention is paid to the design of kitchens. The size of the kitchen has shrunk to around 50 sq. ft in most cases. We observed homemakers struggling in this confined space for hours a day. The developer compromised the FSI Utilization to provide a larger kitchen to the homemakers.
Many real estate buyers consult a Vaastu Expert before buying a flat. One of the things people avoid is a south entry. The architect worked overtime to design all apartments with East-West entries.
Despite the aggressive immunization drive undertaken by GOI, COVID is here to stay for a long time. People told us stories about how someone from their family or the neighborhood had to be rushed to a hospital. Imagine the trouble of moving a patient from the 7th Storey using the passenger lifts in most of the high-rise buildings. The team ideated and decided to have one stretcher lift. The construction team worked out the additional cost of the larger elevator and the concrete duct for it. They also spoke with the vendor to check whether the algorithm could be customized to avoid frequent use of the larger lift for managing operating costs. The sales team then confirmed that the increased cost was worth the USP it created.
The developer invited another firm of architects to present a plan on the utilization of open spaces. The idea was to increase their utility and create experiences for the residents.
We brainstormed to identify essential amenities. In all these discussions, the focus was on keeping the maintenance cost in control. Thus, external texture paint was selected for its durability and water-proofing capability. The design and selection of the swimming pool were based on water consumption and cost of operation. The chosen technology does not need water replacement for more than a year.
There are too many things done in the last 1 month to be compressed in this blog. But, you may have got a flavor of the approach taken. Over the next couple of weeks, these threads would be weaved in a story. The marketing communication shall be initiated through various channels.
Do you think this would be an exciting story to follow?
Metrics:
Consider following these steps in your business. They are common to all.
The design thinking balances between several competing objectives and helps us select an optimum solution. For example, value for customers while keeping the cost in control for this real estate project.
If you want to know more about design thinking, attend my workshops. I am conducting one on March 27-28, 2021. Click here to subscribe.
Subodh
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