The design thinking cycle is a process of continuous improvement. After it is launched, a design can be observed in situ, as it is being used by audiences and users. The design itself becomes the subject of the process, generating ongoing feedback that can be applied to continue to sharpen the saw—to refine the fit of the design as the context shifts.

When embraced this way, design becomes part of the language of business; part of whole systems that drive the business. “Let’s do it my way” conversations give way to “Tell me more about how you see it” conversations, opening spaces for truly innovative solutions. Design in the service of business is more than a function, then. It is also a strategic process that can be applied to think more effectively, to define better paths, to improve collaboration and enquiry, to increase the understanding of systems and problems.

Case in Point

At Pivot Design Group, we work with Thomson Reuters in the organization’s ongoing efforts to constantly improve the financial products that they offer to investment bankers. The research findings and design solution that we create continue to provide valuable information for the organization. With each project, the design research flows into decisions about new products and designs in a way that allows us to work with the organization to continually measure and evolve. Read about this continuous UX design process >>

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