Approaches to Design
Design is not just a phase in creating a product, service, or application. It’s a way of thinking that penetrates all aspects of the marketing program so all design aspects work together. For the company, a well-designed product is easy to manufacture and distribute. For the customer, it is pleasant to look at and easy to open, install, use, repair, and dispose of. The designer must take all these goals into account.13
Given the creative nature of design, it’s no surprise there isn’t one widely adopted approach. Some firms employ formal, structured processes. Design thinking is a very data-driven approach with three phases: observation, ideation, and implementation. Design thinking requires intensive ethnographic studies ...
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