The original Apple computer mouse. A children’s toothbrush with a fat, grippy handle. pMD’s secure chat with patients. What do they have in common? They are all prime examples of products born from a thorough design thinking process.
At its core, design thinking can be defined as a human-centered approach to problem-solving. The process of design thinking is often simplified into five steps: empathize, define, ideate, prototype, and test.
(source: Stanford d.school)
In my discussion, I’ll take a deeper dive into the first two steps (and arguably most important): empathizing with the human and defining the problem.
In 1966, designers were approached to reimagine a children's toothbrush. At the time, all children’s toothbrushes were fairly similar: shorter versions of adult brushes, which were skinny sticks with a brush head. The designers spent a large amount of time simply watching children and adults brush their teeth. What they discovered was revolutionary -- children, unlike adults, gripped the brush with a clenched fist. In contrast, adults displayed increased dexterity and balanced the brush between their fingers. To tackle this difference, the design team created a new toothbrush featuring a thicker handle lined with squishy gel. An adult might not care for the design, but to a child, the thick handle and colorful, grippy gel made all the difference. That model quickly became the best-selling toothbrush worldwide...for the next 18 months. Needless to say, the rest of the market caught on, and now all children’s toothbrushes still feature the same original design elements: a fat handle with grippy gel.The reason for the success of the children’s toothbrush is that the design team first empathized with the human (“Why is brushing my teeth no fun?!”) before defining the problem they were actually solving (“Why is my toothbrush difficult to use and hold?”). Connecting with the customer is arguably the most important part of design thinking, because without the human connection, designs often miss the mark for real-life use cases.
Empathy forms the basis of all pMD interactions with customers. In meetings and on support calls, before diving right into what might be wrong or how customers might need our help, we first make sure to check in and ask how their day is going or what exciting plans they have made for the weekend. Talking with customers about their daily life not only shows that we see them as real people with real lives, but these seemingly trivial conversations can also yield intriguing insights into how we can improve our products. For example, when talking with some of our users, we found their day was less than ideal due to an increased amount of time spent playing phone tag with patients. This led to an internal discussion about improving provider communication with patients and ultimately resulted in a new Chat with Patients feature available soon for all users of pMD. Through constant refinement and testing, we eventually created a solution that both providers and patients love. This positive response stems from a deeply-rooted passion for the most important steps of design thinking: empathizing with people and hearing their real problems. At pMD, we wear many hats, but the one that we wear first and most proudly is the hat of empathy. When empathy and design connect, wonderful solutions abound:
I urge you to challenge convention and speak to your customers on a more personal level. Instead of viewing customers as numbers on a spreadsheet, see them as people that you can help in ways you haven’t yet discovered.