Start - Business Model performant, Business Plan convaincant - 1re - 55

C'est un exercice collectif qui amène un groupe à se mettre dans les
chaussures de l'utilisateur pour trouver une solution qui convienne à ses
besoins en fonction des contraintes existantes (au niveau technologique
ou financier, par exemple).
Cette démarche, pensée par Tim Brown d'IDEO, est utile pour résoudre
n'importe quelle problématique d'entreprise et notamment la définition de l'offre de produit ou de service, indispensable pour le créateur
d'entreprise.
Axé autour d'une problématique, qu'il cherche à résoudre, le Design
Thinking inclut notamment une phase d'idéation (il faut ouvrir le champ
des possibles en générant un maximum d'idées) de prototypage et de test.
C'est donc un travail qui va s'étaler dans le temps et durer d'une journée
pour les problématiques simples à plusieurs semaines sur des problématiques complexes.
En quoi la démarche de Design Thinking est-elle complémentaire à l'étude
de marché ?
Dans l'étude de marché, on privilégie ce qui est naturellement visible : les
études, les concurrents, les tarifs... C'est la partie émergée de l'iceberg.
On analyse le client en se demandant « comment » mais pas forcément
« pourquoi ».
Le Design Thinking apporte à cette approche quantitative une dimension
qualitative. Elle va amener l'équipe à se poser des questions sur la vision
de l'utilisateur, ses facteurs de décision, ce qui fait qu'il va acheter ou pas.
Des choses qui n'entrent que peu dans le cadre d'une étude de marché
classique.
Quels sont les prérequis pour mettre en place une démarche de Design
Thinking ?
Avant de se lancer, il faut accepter de se remettre en cause et se demander si l'on est vraiment prêt à mettre son client au centre.
...

Les clients : clés de votre succès

55



Start - Business Model performant, Business Plan convaincant - 1re

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