Either they collect a lot of backward-looking data,

要不是蒐集了很多保守的資訊

which doesn't tell them what future customers really want.

而無法得知潛在顧客真正需求

Or they make risky bets based on instinct instead of evidence.

就是不求證據，單憑直覺冒險得做決定

Design thinking is a strategy-making process that avoids these mistakes

設計思考是一個策略制定方法，可以避免前述錯誤

by applying tools from the world of design and shifting the focus to human behavior.

藉由運用設計工具把焦點轉移到人的行為

Popularized by David M. Kelley and Tim Brown of IDEO

它是由設計公司IDEO的大衛凱莉、提姆布朗

and Roger Martin of the Rotman School,

還有多倫多大學羅特曼管理學院羅格馬丁所提出

design thinking has three major stages.

設計思考主要有三個階段

First, invent a future.

首先，構思一個未來

Form a few theories about what customers might want, but don't have by immersing yourself in their lives.

想像自己就是消費者，去假設消費者還有哪些需求沒被滿足

Instead of polling them about specific products or services,

與其調查他們對特定產品或服務的想法

observe and ask questions about their behavior.

不如透過觀察和詢問來瞭解消費者行為

Next, test your ideas out.

接者，實際測試想法

Use iterative prototyping with good enough products or services,

使用迭代式方法開發夠成熟的原型或服務

and conduct a few quick experiments

做幾個迅速的測試

to see how consumers respond.

去觀察消費者的反應

Adjust the product, the pricing, or the positioning accordingly.

再根據消費者回饋，調整產品價格和定位

Finally, bring the new product or service to life.

最後，把新產品或服務帶回生活

When you've got a winner, identify the activities, capabilities, and resources your company will need

找到最理想的產品後，接者確認公司將會需要的行動、能力和資源

to actually produce, distribute, and sell it.

才能真正生產和銷售

For example, when senior managers at Procter & Gamble

舉例，當寶僑的資深經理人們

wanted to turn around the skin care brand Oil of Olay,

想要挽救旗下護膚品牌歐蕾的營收

they began by observing shoppers in both mass retail channels and high-end department stores.

他們開始觀察量販店和高級百貨公司的顧客

They realized that their industry

他們發現，他們的產業

had been primarily targeting women over 50 who were worried about wrinkles,

長期都把客群設定在五十歲以上、在意皺紋的女性，

while pretty much ignoring those in their 30s and 40s who were concerned about other issues.

忽略了那些三、四十歲，在意其他肌膚問題的女性

This was a huge market to be captured.

他們從中看到了很大的商機

So P&G experimented with new formulations that would tackle multiple skin care goals

於是寶僑開始研發能達到多種皮膚保養功效的新配方

then tested different prototypes, price points, and store displays.

測試了幾種原型、價格點和商品成列方式

Finally, the company launched a series of new premium, yet broadly distributed products

最後，寶僑推出一系列升級版產品卻廣鋪通路

that were well-received by a wide range of consumers.

販售後大受各年齡層消費者好評

By using imaginative, human-centered problem solving,

藉由發揮創新的、以人為本的精神來解決問題

, design thinking can help you unlock new markets and identify new strategies.

設計思考可以幫助你開發新的市場並找到新的策略

(music)

(音樂)