After the definitions were set, the first step was to determine a starting point from which to expand. Our process usually dictates that we start at the source. We conducted a number of first person interviews with key staff and project stakeholders. We also created wider online surveys for enterprise level creatives and for internal staff so we could benchmark the perception and reality between how our client presented their value proposition, and how it was being received by their customers.
Context is everything, so it was extremely important for us to understand the creative landscape and understand the challenges of agencies and client-side enterprise level design teams.
One of the advantages of a Design Thinking approach is to experiment with ideas and connect apparently unrelated subjects via visualising data and approaching things from alternate viewpoints. We were able to identify a connection between the industry challenges, such as reduced margins, increased demand, speed of delivery, talent acquisition and retention – with workflow efficiency through use of our clients’ products. This in turn led to increased creativity and greater happiness at work – which led to a connection with employee engagement (one of the fastest growing sectors in the loyalty space).