Abstract
Purpose of this conceptual study is the identification of design thinking approaches and underlying logic for increasing the value proposition to improve customer experience in today´s dynamic and fast-changing business environment. Method of research based on content analysis of distinctive streams in the literature on design thinking for delivering the increased value proposition. Core elements of design thinking were identified and combined with service-oriented thinking logics aiming at providing superior value proposition and thus to improve customer experience. Furthermore, the article elaborates on the delimitation of Design thinking from Designerly thinking, and a new model for enhancing customer value propositions, the wheel of Design thinking, was developed based on core elements of Design thinking approaches. This approach has a potential to shape and redefine existing markets and to improve adjustment of products and services to dynamic customers´ needs and demands.DOI: 10.15408/etk.v17i2.7311
Highlights
In turbulent and rapidly changing business environments, the importance of value proposition of national and international corporations is continuously increasing
Core elements of design thinking, which were described by various authors, were identified and combined with service oriented thinking logics aiming at delivering superior value proposition and to increase customer experience
The scope of this article is limited to an analysis of design thinking and its core elements and how they can be connected to the service oriented thinking logics for improving customer experience
Summary
In turbulent and rapidly changing business environments, the importance of value proposition of national and international corporations is continuously increasing. Companies experience a need to develop innovative perspectives in order to gain competitive advantages and stay relevant in various fragmented markets in times of impermanency, hyper competition, globalization and fluidity. Dynamic thinking modes such as design thinking are required to create value for customers in order to increase their experience by assuring a continuous adaption of corporate value propositions to the needs and demands of customers (Tuominen and Ascenção, 2016). The application of Design as a strategic tool for business development has become an important topic among scientists and practitioners (Prahalad and Ramaswamy, 2004; O’Dwyer et al, 2009; Johansson-Sköldberg et al, 2013; Gobble, 2014; Geissdoerfer et al, 2016)
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