Alejandro Tortosa consultant in digital strategy and innovation at RocaSalvatella and who will give the webinar Innovation in the company Agile methodologies and design thinking organized by HUB Empresa de Banco Sabadell agrees that the customer has not always been thought of for the commercialization of products or services

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Until the popularization of the Internet advertising greatly influenced customer purchasing decisions And he adds The alternatives were limited The consumer ended up acquiring the product that had invested the most in marketing or that they had heard the most about

The design thinking analyzes the who user what value proposition and how how to deliver it

You may be interested in Sign up for the Banco Sabadell Company HUB webinar Innovation in business Agile methodologies and design thinking Date October 15 at 400 pm

The innovation arising from a design thinking process does not have to be the launch of a new product It can be to optimize the way of charging The games will surely become a subscription model as it did with audiovisual content platforms said Vives who has taught in the program Design Thinking for Business Innovation of Esade and Aalto University

The teacher summarizes as a thesis Design thinking makes it clear that technical improvements do not always lead to the product generating more value for the user With not very advanced technologies more people can be reached

Vives completes the argument Companies sometimes go into inertia they add departments and committees they become complex and slow You have to eliminate those layers of the onion go back to the origin and design relevant products for the user

Equipment and process
Tortosa points to digital banking as another example that has used design thinking to offer solutions The banks thought about the daytoday life of their customers to decide what type of services to offer them in their online channels

Tortosa states the first question that a working group in this sector asks to answer a problem How do we get our clients to make greater use of online banking

The working groups that apply this methodology originally from Palo Alto California are made up of highly varied profiles It is enough to go to the name design thinking to realize that design designers are present

Professor Vives explains the difference with other forms of organization The traditional scheme in which engineers created the product is broken to give way to a diversity of profiles that enrich the generation of ideas A broader knowledge of the client is sought through experts in different fields

Tortosa RocaSalvatellas consultant abounds in the question It is key to have a multidisciplinary team Collaboration is essential to achieve a successful result Tortosa explains the work process A lot of ideas are generated you think like a child you dream

Then the highest quality proposals are selected and possible restrictions are considered in order to arrive at the most appropriate solution

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Agility in decision making
To the aforementioned design thinking is added another way of seeing things and that is worth evaluating the agile methodology

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If the first consists of thinking like a designer and focusing on the user and not so much on the technical improvement of the product the second arises in the field of computing Tortosa explains Developing software requires time When it was delivered sometimes the client needed another approach or it had become obsolete so it was necessary to spend time again in adjusting the product

The agile methodology does not attack the entire problem but rather small blocks are established to act more quickly and flexibly The problem is broken down and it is tested and agile deliveries are made to the client

Solutions evolve over time according to the needs of the project

This methodology is applicable in large companies and SMEs Tortosa describes the possibilities of using it even in small businesses By having less complex processes compared to large companies it is easier to apply this methodology And he adds the advantages that it brings The quality jump can be considerable

Save time and cost in the development of new products At the moment it is the largest companies that have adopted this way of structuring work And Vives continues Some projects end up being vitiated by complexes because they have large teams Many organizations have changed the way they structure and work An uncertain environment demands agile.