2. MassMutual. Su objetivo era vender seguros a adultos jóvenes, lo cual era una tarea complicada debido a las pocas expectativas que tenían las personas de esta edad. Se unieron a la firma de diseño IDEO para generar una solución basada en las entrevistas y focus group que realizaron al target, la cual se llamó Society of Grownups. Esta plataforma, de acuerdo con las necesidades de los usuarios, brinda herramientas financieras y clases online para que ellos puedan ver (de manera fácil) todas las ventajas que un seguro puede ofrecer.

3. Intuit. Utilizó el design thinking para crear un área de juegos innovadora para entrenar a un grupo de estudiantes de primaria de una escuela pública en EE. UU., enfocándose en sus intereses. El objetivo era romper el ciclo de pobreza y mantener a los niños con conocimientos sobre gestión de la tecnología. La empresa ayudó a los estudiantes a cultivar un huerto orgánico y vender los productos. Ellos pasaron de no saber qué era un mercado agricultor a desarrollar un modelo de negocio de productos, vendiendo más de 250 dólares en el primer trimestre.

4. Zara. Aplicó la innovación en la última década para mejorar la experiencia de sus usuarios a nivel tecnológico. Ahora ya incorporaron plataformas de realidad aumentada para que los clientes puedan probarse prendas de manera virtual en algunas tiendas. Su target tiene una alta demanda por la tecnología, la calidad y las experiencias significativas en el sector retail.

En 2009 Airbnb era una startup más de las muchas que fracasan. El beneficio de la compañía no llegaba a los 800 dólares mensuales, bastante escaso para repartir entre los tres fundadores.

Pretendían poner en contacto turistas con personas que alquilaban habitaciones o pisos en el centro de las ciudades. Y aunque habían hecho todo bien, y pasado horas y horas con el código y pensando lo que querían sus clientes. Desde su oficina no habían conseguido escalar su negocio.

Por aquel entonces uno de los fundadores, Joe Gebbia inicio sus estudios en la Rhode Island School of Design. A partir de oír hablar del design thinking decidieron ponerse en la piel de sus clientes. Decidieron hablar e interaccionar con ellos, en lugar de imaginar que es lo que sentían desde sus despachos.

Por ejemplo, uno de sus diseñadores de acuerdo con unas entrevistas realizadas entre clientes, estaba estudiando el sistema de rating por estrellas de los alojamientos.

Descubrió  que las clientes eran muy fríos al recompensar a los alojamientos con estrellas y decidió cambiarlo por un corazón. Los test le dieron la razón.

Y algo tan sencillo como cambiar las estrellas por corazones incremento el negocio en un nada despreciable 30%. Un caso de éxito del design thinking de libro.

fuente: https://thinkernautas.com/5-casos-exito-del-design-thinking

https://www.doowebs.es/design-thinking-casos-de-exito/

How has design thinking been applied to different industries, challenges, and business sectors? Here are eight examples of how it has impacted real companies and teams.

1. Airbnb

Published in First Round Review, this article — “How Design Thinking Transformed Airbnb from a Failing Startup to a Billion Dollar Business” —outlines how the famed start-up went from $200 a week profit to the “unicorn” it is today.

Design thinking is a part of Airbnb’s success; in particular, they built a culture of experimentation: “It was only when they gave themselves permission to experiment with non-scalable changes to the business that they climbed out of what they called the ‘trough of sorrow.’”

Airbnb climbed out of the “trough of sorrow” with design thinking.

2. PillPack

This case study describes how PillPack started as a startup-in-residence at IDEO Cambridge. Working with designers and using a human-centered approach, PillPack refined their brand vision, strategy, and identity across channels.

PillPack was called one of the best inventions of 2014 by Time Magazine and Amazon bought PillPack for $1 Billion in 2018. I think you could safely say that their design thinking approach was successful.

PillPack began as a startup-in-residence at IDEO and was eventually bought by Amazon for $1 billion.

3. Clean Team

There are many great examples of how design thinking has been applied to the social sector. This case study describes Clean Team, which applied design thinking to provide in-home toilets for Ghana’s urban poor.

The case study describes the project and its success: “For the millions of Ghanaians without in-home toilets, there are few good options when it comes to our bodies’ most basic functions. Working with Unilever and Water and Sanitation for the Urban Poor (WSUP), and IDEO.org developed Clean Team, a comprehensive sanitation system that delivers and maintains toilets in the homes of subscribers. Clean Team now serves 5,000 people in Kumasi, Ghana, making lives cleaner, healthier, and more dignified.”

Clean Team used design thinking to provide in-home toilets for Ghana’s urban poor.

4. IBM

IBM is an example of a corporate giant who has deeply invested in design thinking and building a large internal design team. And, they’ve seen the work pay off—this article talks about how IBM has seen a 301% (!) ROI by banking on design thinking. Another impressive thing about IBM is that they’ve made their enterprise design thinking assets available to everyone through this open toolkit.

Start our Design Thinking Foundations course today!

Learn and practice Design Thinking to help your team solve problems and seize opportunities.

IBM’s design thinking model.

5. Stanford Hospital

Design thinking has even found its way into the world of medicine and is seen by many as fundamental to the future of wellness. This case study describes how design thinking was used in a two-day course by the Hasso Plattner Institute of Design at Stanford to explore ways to improve the patient experience in the emergency room.

Additionally, the article describes how Stanford administrators have been using design thinking to envision other new experiences for the hospital: “SHC staff used design thinking to complete a plan to redesign two nursing units in the current hospital to serve only patients with cancer.”

Stanford has used design thinking to reimagine emergency rooms and nursing units.

6. Uber Eats

This article by a former designer on the UberEATS team describes how they approach their food delivery service with a design thinking mindset. One of the top takeaways from the article is how empathy is essential to their practice: “To understand all our different markets and how our products fit into the physical conditions of each city, we constantly immerse ourselves in the places where our customers live, work, and eat. Sitting in our offices in San Francisco or New York, we can’t truly understand the experiences of a person on the streets of Bangkok or London.”

The UberEATS team believes empathy for users is key to designing successful products.

7. Golden Gate Regional Center

The Harvard Business Review article “Better Service, Faster: A Design Thinking Case Study” describes how design thinking was used by the Golden Gate Regional Center (GGRC), an organization that provides services and financial support to people with developmental disabilities in the San Francisco Bay Area.

GGRC worked with design students from Stanford to rethink their lengthy assessment process, which often took months. One outcome of the project was a culture change inside GGRC toward design thinking: “GGRC is now brainstorming improvement ideas and figuring out ways to prototype them on a regular basis.”

Golden Gate Regional Center (GGRC) used design thinking to reimagine their assessment process.

8. Bank of America

We’ll end with one of the classic design thinking examples, which comes from Bank of America. Invision’s case study shares how the bank partnered with design consultancy IDEO in 2004 to understand how to get more people to open bank accounts. They ultimately came up with the Keep the Change program. This highly successful banking initiative came out of the design thinking research the IDEO team did where they found savers were intentionally rounding up when writing checks.