Design thinking in practice
Pillars of the design thinking process
User experience design practices tend to focus on designing solutions that are desirable for the people that use them. Project management practices tend to focus on the business viability of projects for which their sponsors are paying to ensure a return on investment. Software development practices tend to focus on technical feasibility and effort.
Design thinking helps unlock innovative solutions by addressing all three pillars to create a Lovable solution.
The following section is an opportunity to practice design thinking.
Design thinking use case
FlyFast Airlines is under pressure as sales and profitability have fallen steadily over the last six quarters. A competitor, WeCare4U Airlines, has seen sales and profitability increases over the last six quarters.
FlyFast launches a fact-finding study to determine the cause. The study highlights these facts:
- Airline ticket purchasing behavior shows customers overwhelmingly chose WeCare4U over FlyFast, even when WeCare4U tickets cost up to 25% more.
- At a 50% lower price, customers started to choose FlyFast Airlines over WeCare4U consistently.
- WeCare4U has 1,000 times the positive impressions on social media than FlyFast.
- Approximately 50% of WeCare4U positive impressions relate to posts where customers share a story thanking WeCare4U for help with a challenging situation they experienced.
Click through the interactive video to help FlyFast get back on track.
This Topic is available in the following Module:
If you are having problems with your training, please review the Pega Academy Support FAQs.
Want to help us improve this content?