The Tech Revolutionist, Singapore: Cognizant’s Digital Transformation and User Experience Experts Say Design Thinking is Critical to Defining Future Customer Experience and Engagement Strategies

“Today, many businesses seek to first understand the actual human needs behind a product or service, and transform the overall user experience from drab to fab,” write Cognizant Digital Works’ Theo Forbath, Global Vice President of Digital Transformation, and Kipp Lynch, Assistant Vice President of UX Research and Design. Excerpts:

“This approach is often referred to as “design thinking”. Previously, companies may have approached the creation of a new product or service by running through a fixed set of requirements.

However, design thinking uses an iterative, user-centered approach to uncovering both unmet and unarticulated customer needs.

As we move full-speed into a world where companies must design congruent branded experiences across both their physical and digital channels, this approach will be critical to defining the future customer experience and engagement strategies.

Simply stringing together a set of methods or tools is no longer sufficient in delivering a meaningful experience that seamlessly meshes the physical and digital interactions of people, processes and things.

Conclusions resulting from the design thinking process are not superficial as they highlight necessary changes that need to be made to business processes, technologies and organizational structures.”

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