An adage says, “All lizards lie on their stomachs, but we cannot tell which has a stomachache”. Rightly so, all consumers do not have the same problem; what is peculiar to one is certainly different from the other. As such, solving complex consumer problems requires a thorough understanding of customer pain points and creatively solving them.

For example, when the first iPhone was created, consumers didn’t necessarily ask for that exact phone model; but they readily embraced it because the experience was better. How did Apple do it? They anticipated the need of the consumers and provided a product to meet that need.

In the words of Steve Jobs, “Some people say to give the customers what they want, but that’s not my approach. Our job is to figure out what they’re going to want before they do”.

Come on a ride with us into the World of Design Thinking to develop innovative solutions to complex problems from the user’s perspective.