JD Duarte


Jose Duarte discusses Designing Thinking to innovate an eCommerce business

To better understand the needs of our customers and find new ways to create experiences, centric customer methodologies such as Design Thinking have emerged, which put the customer at the center of the whole strategy. New methodologies allow us to know the needs, concerns and problems that our community has and make design decisions taking into account the best solutions for them. Explains Jose Duarte, “Design Thinking is a design methodology totally focused on people. It allows us to analyze the environment and understand our client.”

Although it may seem like a recent term and “fashionable,” it is a design methodology that has existed since the 1920s and has been adapting over the years. The only difference is that we have started to use it in the world of digital business as a need to enhance innovation and create value for consumers. Design Thinking is a tool for designing solutions, co-creating and prototyping in which we involve the customer directly so that we can validate our new ideas and proposals faster than with a one-way process.

The first stage seeks to discover how to empathize with the user. Qualitative research methodologies are used to understand the business needs further. Some of the tasks that we can perform at this stage are immersion workshops and in-depth interviews.

You must also understand the behavior of your customers. Extracting the insights that generate value to our product makes this possible and allows the business to understand what the current customer experience is like and how it might be in the future. The main goals are to understand how customers behave and how we can provide them with a better experience, identify new business and improvement opportunities and set metrics to see whether or not initiatives put in place have an impact on the customer experience.

In the idea stage, you will seek creativity to generate disruptive and novel IDEAS, but always taking into account the needs of the previously defined user. This includes creating a Customer Journey Map, a must of a customer experience strategy. “Before starting, each Customer Journey for every customer needs to be defined; that is, the route of our models. The Customer Journey Map captures a customer’s experience when using a product or service, from the moment they come into contact with the brand, until they purchase the product, use the service, or recommend it,” asserts Duarte.

You also must define the style of the customers. To empathize and customize, you need to understand what the key emotions of our users are. This is also widely used to define paid campaigns and inbound content strategies because it allows businesses to know the user’s behavior and their needs.

Once the definitions are found, it’s time to prototype the solutions. You need to select the ideas with the best value proposition and a prototype will be created. You have to test with the customer as soon as possible in order to detect the points of improvement. Your feedback will lead you to improve the process. It is essential to stay close to the user at all times.

Adds Duarte, “Prototypes of the portal are created that show simple structures in order to visualize the contents on a screen and establish a hierarchy/architecture of content. Navigation flows are also defined through the definition of workflows and the main possible scenarios are prototyped.”

The prototypes that have been defined in the previous phase are used in testing to ensure that the new proposals meet the user’s needs. An institute usability test will be organized with end-users that allows us to draw conclusions. Different tools can be used depending on what we want to test (Card sorting, Tree test and others. ), but each can use the material with which it has. Post-its can also be used, for example. The most important thing about the testing phase is feedback, not the platform you use.

The future of eCommerce is to attract customers with personalized and relevant recommendations, based on user data, not simply as a product catalog, and pushing the user towards the products that the sites want them to purchase.