Marketing Review — Fall 2008 - (Page 9)

The Design Thinking Process Design Thinking proceeds from an initial definition of a problem or challenge and progresses to idea-generation, the testing of potential solutions, deploying a solution and following up on the results. The process can be divided into five primary phases. to participate in the process to gain additional and potentially valuable insights and perspectives. Engage in creative thinking techniques such as brainstorming. Keep communication among participants open and leverage new technologies, including Web 2.0 tools, to foster an active and ongoing exchange of information and ideas. with the original definition of the challenge or problem to be solved. Determine that all requirements of the project have been met to the greatest degree possible. Select the most effective solution. Make any additional changes or refinements as required. Develop the finished product or service and deliver it to the final recipients. Define & Research Define the nature of the business challenge or opportunity you are seeking to address. Determine target audiences and observe customers to assess their needs and wants. Review significant research and existing solutions. Evaluate business competitors and consider positive impacts of business allies and partner organizations. Look at relevant business trends and market conditions. Evaluate new digital technologies that can be integrated into potential solutions. Consider green issues and sustainability from the beginning. Prototype & Test Test your most promising ideas through a rapid prototyping process that helps you to better evaluate potential solutions. Where appropriate, involve customers and other relevant end-users in this process. Look for Web 2.0 opportunities to test your ideas, for example, by deploying a virtual prototype on your organization’s Web site, or elsewhere on the Web. Testdrive service concepts on a limited basis in a single hotel, resort, or other venue to gain valuable insights and ideas. Repeat the prototyping process, going through as much iteration as required to evaluate and refine potential solutions. Launch & Learn Launch the new product or service. Coordinate relevant marketing, public relations, and advertising initiatives. Back it up with technical assistance and customer service support. Observe and record its performance. Gather information from customers across a variety of conventional and digital communication platforms. Make postlaunch changes or enhancements to fine tune your offering. Use the information and insights you gather to guide future efforts. sb10061839h-004/taxi/Getty imaGes Ideate & Evaluate Based on the work accomplished in phase one, generate new and original ideas for solving the challenge. Encourage individuals representing a cross-section of different functional areas within your organization FALL 2008 • HSMAI MARKETING REVIEW Design Thinking at Proctor & Gamble Cincinnati-based Proctor & Gamble Corporation is well-known for its business and marketing innovations including the concept of brand management. A major producer of consumer products, P&G has 9 Select & Develop Review the results from your prototyping experiences. Compare the results obtained

Table of Contents Feed for the Digital Edition of Marketing Review — Fall 2008

Marketing Review – Fall 2008 Contents The Online Marketer Success Stories Forecasting Trends Ian Schrager: The Revolutionary Man Leaving No Stone Unturned: The Quest for Ancillary Revenue Gaga Gadgets for Execs on the Go: Functional New Portable Technology to Make Life and Work on the Road More Hospitable Effectively Weathering the Ups and Downs of the Economic Cycle Experiments in Podcasting Higher Transportation Costs and a Slowing Economy Shift Hotel Room Demand

Marketing Review — Fall 2008

For optimal viewing of this digital publication, please enable JavaScript and then refresh the page. If you would like to try to load the digital publication without using Flash Player detection, please click here.