Prepare yourself to be challenged and start thinking about your role as a changemaker. How? Design thinking!
We are so used to doing things following a structure and system but now more than ever, it’s time to move the attention from the system to the person. The most important thing is not ticking all the boxes and completing the process of going to market, it is about how useful, enjoyable, relatable, memorable... people will actually find it.
Let’s start with a simple exercise to demonstrate this a bit more clearly.
- Draw a vase.
- Draw how people can experience flowers in their home/office
It’s a very simple exercise and you may be wondering what exactly is the purpose? The idea is also simple, everyone can think about the experience, hence everyone can think as a Designer. Contrary to its name, Design Thinking isn’t just for designers. Design Thinking is a mindset that helps you improve the current experience of people you serve: your users, and can also be referred to as ‘human centred design’. Once you start ideating in this way, who knows what you may come up with!
Here at the #DTTT, we are huge advocates of Design Thinking. We use it extensively within our own team, as well as when working with DMOs of all sizes and structures. The beauty of it, is that it can be applied to anything by anyone at any time. We face a broad range of challenges today, how do we help businesses see the value of what we do or how can we transform the visitor experience? Design thinking is solution-led, not problem-led based on these 3 key principles;
After our session on Design Thinking at our first ever #DTTTAcademy, here are our 10 takeaways.
- You don’t have to be a designer to participate in design thinking - You may think you can’t draw or you’re not the creative type but don’t let that put you off. Design thinking stretches your mind, changes your mindset and helps to see things in a different light.
- “A problem well stated is a problem half solved” - Charles F. Kettering - Identify your challenges and you're already halfway there to solving them.
- User first, always - Every time you review an idea, etc. ask yourself what the user would think of it.
- Stay curious like a kid and always ask why - to stay top of mind, you have to continuously evolve, test and innovate.
- Experiment and experiment again - You have to be prepared and agile, always changing as the customer needs are changing
- Boost brainstorming with absurdity - never limit your brainstorming, come up with as many ideas as you possibly can and write before you even think.
- Break the silos - and open up new pathways of innovation and creativity
- Always update the problem statement - a problem solved is never final. It is important to always review what’s working and what’s not working to identify opportunities to improve.
- Always remember the key principles of design thinking - a Focus on user outcomes, Restless reinvention, Diverse empowered team
- Quantity over quality - Going back to point 6, brainstorm as many ideas as you can, don’t restrict yourself, bounce off your teammates' ideas and you may be surprised what you come up with!
If you joined us for the #DTTTAcademy, please share any other takeaways or thoughts below!
Discussioncomments powered by Disqus
More from #DTTT
In January we present:Visit California – The Pivotal Brand Touchpoint
Visit California is a DMO that is really leading the way when it comes to leveraging the destination brand story, and has long been a destination that we here at the #DTTT consider to be a best practice when it comes to delivering compelling content, all year round. Visit California understands the importance of […]
In January we present:Digitising a Destination with Tourisme Bretagne
Today, the travel industry finds itself in an unprecedented position. The competition has never been so high and with the issue of sustainability rife within the industry and world as a whole, DMOs are striving to implement initiatives that support sustainable growth for the destination, tourists and all stakeholders involved. The Federation of Breton Tourist […]
In January we present:How Destination Canada evolved from a Destination Brand to a Passion Brand
For destination marketers today, the biggest challenge is to keep up with the speed of change and the ever-changing traveller. So how best to stand out from the competition? Is it through technology? Offers? Experiences? Brand? For Destination Canada, it was a change in strategy. A shift to focusing on transformational travel to respond to […]
In January we present:Always-on Marketing for the Chinese Traveller with Dubai Tourism
Dubai is the 4th most visited city in the world, welcoming 10.85 million international guests in 2019. In 2014, Dubai Tourism identified China as a huge opportunity market and set about developing a strategy to reach this highly sought after audience. Over the years, Chinese travellers are fast becoming, if not already, the world’s most […]
In December we present:#DTTTInsights: Predicting the Top Trends in 2020 in Destination MarketingAs we approach a new decade, we reflect on another year gone by, and start to think about what the next year has in store. We know the world of travel and digital is constantly changing so who knows what the new year may bring. One thing we do know for sure, the visitor economy [...]
In December we present:Inspiring Content Online & Offline with Aruba Tourism Authority
This year, Aruba Tourism Authority embarked on creating an inspirational travel brochure with an offline and online integration. The content has a user-generated feel to it, showing the many different things to do in Aruba from activities and beaches to culinary and culture. We caught up with Sharmin de Vries, PR-manager Netherlands & Belgium at […]