6 Phases of Design Thinking at Salesforce

1. Start With Empathy

At Nlineaxis, TRUST is the number 1 value. We build that trust with end users by cultivating a deep understanding of who they are, including what their goals and motivations might be.

We’ve also noticed that involving ‘humans’ or customers in the process of product development has a long-term business impact. It not only results in higher NPS and CSAT scores, but also helps reduce the volume of service requests.

2. Define The Challenge

We then define high level themes catering to specific business needs. For example, every industry we serve – be it banking, communications, or healthcare – has specific themes identified. These themes are broken down into multiple epics (series of tasks) that focus on solving user needs or problems in a given release.

3. Ideate On Solutions

At this stage, our design teams conduct co-creation workshops with multiple customer stakeholders from Product, Technology, and Sales. This exercise throws up varied and useful perspectives. Ideas are generated using techniques like ‘crazy 8’s brainstorming’ – eight ideas in eight minutes. The best ideas, as voted by participants, are taken forward to the prototyping phase.

4. Prototype

In every product release, we first create and review low fidelity prototypes (simple, low-tech concepts)  with stakeholders from Product and Technology. Based on their feedback, high fidelity prototypes are created. This iterative process improves efficiency, accelerates time-to-market,  lowers product development costs, reduces redesigns, and ultimately leads to more user-friendly products.

5. Build and Roll Out

After the design prototype is shared with the technology team, all insights are put into action. The solution is then built and rolled out to end users as a functional product.

6. Validate and Collect Feedback

At Nlineaxis IT Solution Private Limited, design is never done. The iterative process of listening, collaborating, testing, learning, and growing continues. 

To guard against biases, we capture user feedback regularly through surveys, in-person interviews, and focus groups. We also have an inline feedback mechanism to collect responses to short surveys. Essentially, a lot of evaluative and generative research goes into our products before they’re launched.


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