Q: Tell us a bit about the work you do.
I am currently a Business Designer with a multinational professional services company and I work with my clients across industries to use human-centred design methods to solve their business challenges, improve consumer experiences and innovate for future growth.
Many organisations often approach their business challenges with an ‘inside-out’ perspective, delivering products and services based on the organisation’s existing capabilities, processes and ways of working. My role is to provide the ‘outside-in’ perspective based on customer research and design thinking. This means a large part of my work includes speaking to consumers and stakeholders to uncover unmet needs, using design thinking methods to ideate with my team (and clients) and also figuring out how to test, iterate and launch products and services that are both desirable and commercially viable for consumers and businesses.
Q: What is the best thing about your job?
I would say the best part of the job is going through the design process with my team and clients. I find it very instinctual for everyone to jump straight to solutions and answers when we are faced with a business challenge at the beginning. However, the design process feels very much like a journey that begins with understanding and defining the problem statement, conducting user research to gather insights and combining it with other information about the industry, competitors and organisation to arrive at a solution. This process requires patience, curiosity and open-mindedness from my team and our clients to trust the open-ended nature of the process to arrive at a solution. While it can be uncertain for some, we try our best to work through the process as a team with our clients and we are usually surprised to find that the findings and outputs are beyond our initial expectations.
I usually like to involve my clients during the design process and it can be as simple as getting them to be silent observers during user research sessions to hear the stories and feedback first-hand. Involving them during team sharing and playback sessions also help them to understand the value of user research and how the team works to translate findings into insights.
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