Design Thinking and Balanced Scorecard


How to give your customers what they need:

The major reason for considering design thinking is establishing a process for solving a problem based on customers' or clients' problems or needs.

Basically, it starts from the end to go through all processes and find new ways for designing or re-engineering products or services. There are different steps defined for design thinking but we usually know it in five steps:

  1. Empathize
  2. Problem definition
  3. Ideate
  4. Prototype
  5. Revision and test

Design thinking cannot affect our balanced score card directly but what comes to my mind it's the start point of design thinking from "customer" pillar in balanced scorecard.

Basically the customer pillar and the KPIs measured show us where we can start from! The source of defining the problem should be the customer pillar.

Over there we can find:

A) Customers' problems with the current system

B) Customers' expectation for developing/improving current products/services

C) Customers' expectation for providing completely new products/services.

By considering the above concept, once more we get that balanced scorecards and measurement culture can give us so many ideas for improvement, novelty areas or at least maintaining the level of the business.