{"id":7806,"date":"2022-06-09T07:13:00","date_gmt":"2023-06-06T07:13:59","guid":{"rendered":"https:\/\/www.salesforce.com\/?p=7806"},"modified":"2023-06-14T09:17:35","modified_gmt":"2023-06-14T09:17:35","slug":"6-ways-salesforce-uses-design-thinking","status":"publish","type":"post","link":"https:\/\/www.salesforce.com\/in\/blog\/6-ways-salesforce-uses-design-thinking\/","title":{"rendered":"6 Ways Salesforce Uses Design Thinking to Create Solutions that Customers Love"},"content":{"rendered":"\n<p><i>With inputs by Hrishikesh Deshmukh, Director User Interface \/ User Experience<\/i><\/p>\n\n\n<div class=\"wp-block-quote-article\" style=\"\"><div class=\"wp-block-quote-social-wrapper\"><figure class=\"wp-block-quote-article-quote\">\n<blockquote class=\"wp-block-quote is-layout-flow wp-block-quote-is-layout-flow\">\n<p>Design thinking is a human-centred approach to innovation\u2014anchored in understanding customer\u2019s needs, <a href=\"https:\/\/www.ideou.com\/blogs\/inspiration\/why-everyone-should-prototype-not-just-designers?_pos=8&amp;_sid=f5e9edbaf&amp;_ss=r\" target=\"_blank\" rel=\"noreferrer noopener\">rapid prototyping<\/a>, and generating creative ideas\u2014that will transform the way you develop products, services, processes, and organisations.<\/p>\n<cite>IDEO U<\/cite><\/blockquote>\n\n<div class=\"post__social post__social--v2 post__social--blockquote\">\n\n\t\n\t<ul class=\"social-nav social-nav-v2\">\n\t\t\t\t\t<li class=\"social-nav__item\">\n\t\t\t\t<a\n\t\t\t\t\taria-label=\"Share on LinkedIn (Opens in a new tab)\"\n\t\t\t\t\thref=\"http:\/\/www.linkedin.com\/shareArticle?mini=true&#038;url=https%3A%2F%2Fwww.salesforce.com%2Fin%2Fblog%2F6-ways-salesforce-uses-design-thinking%2F%3Futm_source%3DLinkedIn%26utm_medium%3Dorganic_social%26utm_campaign%3Dus_cbaw%26utm_content%3Dblog-ctt&#038;title=6%20Ways%20Salesforce%20Uses%20Design%20Thinking%20to%20Create%20Solutions%20that%20Customers%20Love\"\n\t\t\t\t\ttarget=\"_blank\"\n\t\t\t\t>\n\t\t\t\t\t\n<svg xmlns=\"http:\/\/www.w3.org\/2000\/svg\" width=\"21\" height=\"21\" fill=\"none\"><path fill=\"#032D60\" d=\"M16.625 0H4.375A4.375 4.375 0 0 0 0 4.375v12.25A4.375 4.375 0 0 0 4.375 21h12.25A4.375 4.375 0 0 0 21 16.625V4.375A4.375 4.375 0 0 0 16.625 0M7 16.625H4.375V7H7zM5.687 5.89a1.54 1.54 0 0 1-1.53-1.543c0-.852.685-1.544 1.53-1.544.846 0 1.532.692 1.532 1.544S6.534 5.89 5.687 5.89M17.5 16.625h-2.625v-4.903c0-2.947-3.5-2.724-3.5 0v4.903H8.75V7h2.625v1.544c1.222-2.262 6.125-2.43 6.125 2.167z\" \/><\/svg>\n\t\t\t\t<\/a>\n\t\t\t<\/li>\n\t\t\t\t\t<li class=\"social-nav__item\">\n\t\t\t\t<a\n\t\t\t\t\taria-label=\"Share on Twitter (Opens in a new tab)\"\n\t\t\t\t\thref=\"https:\/\/x.com\/intent\/tweet?text=6%20Ways%20Salesforce%20Uses%20Design%20Thinking%20to%20Create%20Solutions%20that%20Customers%20Love&#038;url=https%3A%2F%2Fwww.salesforce.com%2Fin%2Fblog%2F6-ways-salesforce-uses-design-thinking%2F%3Futm_source%3DTwitter%26utm_medium%3Dorganic_social%26utm_campaign%3Dus_cbaw%26utm_content%3Dblog-ctt&#038;via=salesforce\"\n\t\t\t\t\ttarget=\"_blank\"\n\t\t\t\t>\n\t\t\t\t\t\n<svg xmlns=\"http:\/\/www.w3.org\/2000\/svg\" width=\"32\" height=\"32\" fill=\"#032D60\" viewBox=\"0 0 32 32\"><path d=\"M17.4 14.8 23 8.3h-1.3L16.8 14 13 8.3H8.5l5.9 8.5-5.9 6.8h1.3l5.1-6 4.1 6h4.5zm-1.8 2.1-.6-.8-4.7-6.8h2l3.8 5.5.6.8 5 7.1h-2z\" \/><\/svg>\n\t\t\t\t<\/a>\n\t\t\t<\/li>\n\t\t\t\t\t<li class=\"social-nav__item\">\n\t\t\t\t<a\n\t\t\t\t\taria-label=\"Share on Facebook (Opens in a new tab)\"\n\t\t\t\t\thref=\"https:\/\/www.facebook.com\/sharer\/sharer.php?u=https%3A%2F%2Fwww.salesforce.com%2Fin%2Fblog%2F6-ways-salesforce-uses-design-thinking%2F%3Futm_source%3DFacebook%26utm_medium%3Dorganic_social%26utm_campaign%3Dus_cbaw%26utm_content%3Dblog-ctt\"\n\t\t\t\t\ttarget=\"_blank\"\n\t\t\t\t>\n\t\t\t\t\t\n<svg xmlns=\"http:\/\/www.w3.org\/2000\/svg\" width=\"19\" height=\"19\" fill=\"none\"><path fill=\"#032D60\" d=\"M19 9.5a9.5 9.5 0 0 0-19 0c0 4.742 3.474 8.672 8.016 9.385v-6.639H5.604V9.5h2.412V7.407c0-2.38 1.418-3.696 3.588-3.696 1.04 0 2.127.185 2.127.185v2.338h-1.198c-1.18 0-1.549.733-1.549 1.484V9.5h2.635l-.421 2.746h-2.214v6.639C15.526 18.172 19 14.242 19 9.5\" \/><\/svg>\n\t\t\t\t<\/a>\n\t\t\t<\/li>\n\t\t\n\t\t<li class=\"social-nav__item\">\n\t\t\t<button\n\t\t\t\tclass=\"copy-share js-copy-link\"\n\t\t\t\taria-label=\"Copy link to clipboard\"\n\t\t\t\thref=\"#\"\n\t\t\t\tdata-clipboard-text='\"6 Ways Salesforce Uses Design Thinking to Create Solutions that Customers Love\" https:\/\/www.salesforce.com\/in\/blog\/6-ways-salesforce-uses-design-thinking\/'\n\t\t\t>\n\t\t\t\t\n<svg xmlns=\"http:\/\/www.w3.org\/2000\/svg\" width=\"20\" height=\"10\" fill=\"none\"><path fill=\"#032D60\" d=\"M14.586.406h-3.667V2.24h3.667a2.76 2.76 0 0 1 2.75 2.75 2.76 2.76 0 0 1-2.75 2.75h-3.667v1.833h3.667a4.585 4.585 0 0 0 4.583-4.583A4.585 4.585 0 0 0 14.586.406m-5.5 7.334H5.419a2.76 2.76 0 0 1-2.75-2.75 2.76 2.76 0 0 1 2.75-2.75h3.667V.406H5.419A4.585 4.585 0 0 0 .836 4.99a4.585 4.585 0 0 0 4.583 4.583h3.667zm-2.75-3.667h7.333v1.833H6.336z\" \/><\/svg>\n\t\t\t<\/button>\n\t\t<\/li>\n\t<\/ul>\n<\/div>\n<\/figure><\/div><\/div>\n\n\n<p>As businesses, we all want to build products and services that make a difference to people\u2019s lives. But we often get so caught up in the product itself \u2013 the look, the feel, the features, the technology \u2013 that we forget about the customer or the people for whom we\u2019re actually designing that product. Who are these users? What is the problem we\u2019re seeking to solve for them, and is there a deeper root cause? Have we considered all possible solutions?<\/p>\n\n\n\n<p>Design thinking pushes us to ask these questions, so that we can create truly targeted solutions that customers love. It\u2019s essentially a creative approach to problem-solving that prompts us to challenge assumptions, redefine the way we think, experiment with solutions, and continuously incorporate feedback.<\/p>\n\n\n\n<p>At Salesforce, design thinking is central to innovation. And in this article, we\u2019d like to show you how we apply this philosophy to build better solutions. We follow a typical <a href=\"https:\/\/www.designcouncil.org.uk\/news-opinion\/what-framework-innovation-design-councils-evolved-double-diamond\" target=\"_blank\" rel=\"noopener\">double diamond process<\/a> that involves exploring the human context, converging on a problem statement, developing different ideas, and iterating on potential solutions.<\/p>\n\n\n\n<h2 class=\"wp-block-heading has-large-font-size\" id=\"design-thinking-at-salesforce\"> <span> Design thinking at Salesforce <\/span> <\/h2>\n\n\n\n<p> Let\u2019s look at the six phases of design thinking at Salesforce. <img decoding=\"async\" alt=\"Know your purpose\" src=\"https:\/\/www.salesforce.com\/in\/blog\/wp-content\/uploads\/sites\/9\/2023\/06\/six-phases-of-design-thinking-at-salesforce.jpg?strip=all&#038;quality=95\"> <\/p>\n\n\n\n<h2 class=\"wp-block-heading has-large-font-size\" id=\"step-1-start-with-empathy\"> <span> Step 1: Start with empathy <\/span> <\/h2>\n\n\n\n<p> At Salesforce, TRUST is our #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. <img decoding=\"async\" alt=\"Start with empathy inline quote\" src=\"https:\/\/www.salesforce.com\/in\/blog\/wp-content\/uploads\/sites\/9\/2023\/06\/start-with-empathy-inline-visuals-quote.png?strip=all&#038;quality=95\"> We\u2019ve also noticed that involving \u2018humans\u2019 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. <\/p>\n\n\n\n<h2 class=\"wp-block-heading has-large-font-size\" id=\"step-2-define-the-challenge\"> <span> Step 2: Define the challenge <\/span> <\/h2>\n\n\n\n<p>We then define high level themes catering to specific business needs. For example, every industry we serve \u2013 be it banking, communications, or healthcare \u2013 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.<\/p>\n\n\n\n<p>The key here is to come up with a problem statement synthesising user needs based on feedback captured in the previous stage. The problem statement should highlight the gaps between current and desired user experiences.<\/p>\n\n\n\n<p>We use the following formula to define the problem statement:<\/p>\n\n\n\n<p>[<b>User<\/b> \u2026 (descriptive)] needs [<b>requirement<\/b>\u2026 (verb)] because [<b>insight<\/b> \u2026 (compelling)].<\/p>\n\n\n\n<p><i>For example:<\/i><\/p>\n\n\n\n<p><b>A fulfilment manager<\/b> needs <b>to view information related to the health and performance<\/b> of an order management (OM) application and other downstream systems <b>because<\/b> he can then understand the operational status of the OM.<\/p>\n\n\n\n<p>Next, we generate a few \u2018how might we\u2019 questions to address the problem statement. End users are invited to vote on their favourite questions which are then used in the ideation phase.<\/p>\n\n\n\n<p><i><br> For example:<\/i><\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>How might we present data points related to the health and performance of OM applications?<\/li>\n\n\n\n<li>How might we visualise the data comprehensively?<\/li>\n\n\n\n<li>How might we keep the data up-to-date?<\/li>\n<\/ul>\n\n\n\n<h2 class=\"wp-block-heading has-large-font-size\" id=\"step-3-ideate-on-solutions\"> <span> Step 3: Ideate on solutions <\/span> <\/h2>\n\n\n\n<p> 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 \u2018crazy 8\u2019s brainstorming\u2019 &#8211; eight ideas in eight minutes. The best ideas, as voted by participants, are taken forward to the prototyping phase. <\/p>\n\n\n\n<div class=\"layout-one wp-block-salesforce-blog-offer\">\n\t<div class=\"wp-block-offer__wrapper\">\n\n\t\t<div class=\"wp-block-offer__content\">\n\t\t\t<h2 class=\"wp-block-offer__title\"><span>Want to know more about design thinking at Salesforce?<\/span><\/h2>\n\t\t\t\t\t\t\t<p class=\"wp-block-offer__description\">Check out our <a href=\"https:\/\/india.sfdesigndays.com\/#\/recordings\" target=\"_blank\" rel=\"noopener\">Design Days resources<\/a><\/p>\n\t\t\t\n\t\t\t\t\t\t\t\t\t\t\n\t\t\t\t\t<\/div>\n\n\t\t<div class=\"wp-block-offer__media\">\n\t\t\t\t\t<\/div>\n\t<\/div>\n\n\t\t\t<div class=\"wp-block-offer__graphics wp-block-offer__contour\"><\/div>\n\t\n\t\t\t<!-- Standard Illustration -->\n\t\t<img decoding=\"async\" class=\"wp-block-offer__graphics wp-block-offer__illustration\" src=\"https:\/\/www.salesforce.com\/in\/blog\/wp-content\/themes\/salesforce-blog\/dist\/images\/offer-block\/offer-illustration-layout-one.png\" alt=\"\">\n\n\t\t<!-- Small Accent Illustration -->\n\t\t\t\t\t<img decoding=\"async\" class=\"wp-block-offer__graphics wp-block-offer__accent\" src=\"https:\/\/www.salesforce.com\/in\/blog\/wp-content\/themes\/salesforce-blog\/dist\/images\/offer-block\/offer-accent-layout-one.png\" alt=\"\">\n\t\t\n\t\t<!-- Left Side Illustration -->\n\t\t\n\t\t<!-- Cloud Illustration -->\n\t\t\t\t\t<img decoding=\"async\" class=\"wp-block-offer__graphics wp-block-offer__cloud\" src=\"https:\/\/www.salesforce.com\/in\/blog\/wp-content\/themes\/salesforce-blog\/dist\/images\/offer-block\/offer-cloud-layout-one.png\" alt=\"\">\n\t\t\n\t<\/div>\n\n\n\n<h2 class=\"wp-block-heading has-large-font-size\" id=\"step-4-prototype\"> <span> Step 4: Prototype <\/span> <\/h2>\n\n\n\n<p>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.<\/p>\n\n\n\n<p>At Salesforce, rapid prototyping can be done right on the <a href=\"https:\/\/developer.salesforce.com\/signup\" target=\"_blank\" rel=\"noopener\">Developer Edition (DE) organisation<\/a> &#8211; our app creation platform. Once the prototypes are created, it\u2019s time to reconnect with users for their feedback.<\/p>\n\n\n\n<h2 class=\"wp-block-heading has-large-font-size\" id=\"step-5-build-and-roll-out\"> <span> Step 5: Build and roll out <\/span> <\/h2>\n\n\n\n<p> 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. <\/p>\n\n\n\n<h2 class=\"wp-block-heading has-large-font-size\" id=\"step-6-validate-and-collect-feedback\"> <span> Step 6: Validate and collect feedback <\/span> <\/h2>\n\n\n\n<p>At Salesforce, design is never done. The iterative process of listening, collaborating, testing, learning, and growing continues.<\/p>\n\n\n\n<p>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\u2019re launched.<\/p>\n\n\n\n<p>That, in a nutshell, is our approach to design thinking. Let\u2019s now look at how we empower the Salesforce ecosystem to make design thinking skills part of their portfolio.<\/p>\n\n\n\n<h2 class=\"wp-block-heading has-large-font-size\" id=\"become-a-salesforce-certified-designer\"> <span> Become a Salesforce-certified designer <\/span> <\/h2>\n\n\n\n<p>Salesforce has introduced initiatives for people from any career or educational background to learn about and deliver incredible user experiences. Among these initiatives are the Salesforce Designer role on Trailhead and <a href=\"https:\/\/trailhead.salesforce.com\/credentials\/userexperiencedesigner\" target=\"_blank\" rel=\"noopener\">User Experience Designer certification<\/a>. The certification is for individuals who want to demonstrate their knowledge, skills, and experience in the following areas: UX Fundamentals, Human-Centred Design, Declarative DesignTesting, Salesforce Lightning Design System (SLDS)<\/p>\n\n\n\n<p>Adam Doti, VP and Principal Design Architect at Salesforce, describes the course as \u201ca unique opportunity for Salesforce Admins, Architects, Consultants, Developers, and Marketers to cultivate in-demand design skills, advance their careers, and create solutions that sustainably support the needs of individuals, organisations, and communities.\u201d<\/p>\n\n\n\n<p>Speaking about the value of the course, Asterisk Loftis, Practice Manager of Design Services at Fonteva (a Salesforce Partner since 2010) says, \u201cDesign is inherent to everything on this earth. We\u2019re all designers in our own way and can communicate design with thought, intent, and purpose that ultimately changes people\u2019s lives and solves their most important problems. At the same time, It\u2019s important to understand that design is not just about making things look pretty, it\u2019s a skill you can cultivate and improve. This new certification will give you the foundational knowledge to confidently build design solutions on the Salesforce Platform.\u201d<\/p>\n\n\n\n<div class=\"layout-one wp-block-salesforce-blog-offer\">\n\t<div class=\"wp-block-offer__wrapper\">\n\n\t\t<div class=\"wp-block-offer__content\">\n\t\t\t<h2 class=\"wp-block-offer__title\"><span>Want to know more about design thinking at Salesforce?<\/span><\/h2>\n\t\t\t\t\t\t\t<p class=\"wp-block-offer__description\">Check out our <a href=\"https:\/\/india.sfdesigndays.com\/#\/recordings\" target=\"_blank\" rel=\"noreferrer noopener\">Design Days resources<\/a><\/p>\n\t\t\t\n\t\t\t\t\t\t\t\t\t\t\n\t\t\t\t\t<\/div>\n\n\t\t<div class=\"wp-block-offer__media\">\n\t\t\t\t\t<\/div>\n\t<\/div>\n\n\t\t\t<div class=\"wp-block-offer__graphics wp-block-offer__contour\"><\/div>\n\t\n\t\t\t<!-- Standard Illustration -->\n\t\t<img decoding=\"async\" class=\"wp-block-offer__graphics wp-block-offer__illustration\" src=\"https:\/\/www.salesforce.com\/in\/blog\/wp-content\/themes\/salesforce-blog\/dist\/images\/offer-block\/offer-illustration-layout-one.png\" alt=\"\">\n\n\t\t<!-- Small Accent Illustration -->\n\t\t\t\t\t<img decoding=\"async\" class=\"wp-block-offer__graphics wp-block-offer__accent\" src=\"https:\/\/www.salesforce.com\/in\/blog\/wp-content\/themes\/salesforce-blog\/dist\/images\/offer-block\/offer-accent-layout-one.png\" alt=\"\">\n\t\t\n\t\t<!-- Left Side Illustration -->\n\t\t\n\t\t<!-- Cloud Illustration -->\n\t\t\t\t\t<img decoding=\"async\" class=\"wp-block-offer__graphics wp-block-offer__cloud\" src=\"https:\/\/www.salesforce.com\/in\/blog\/wp-content\/themes\/salesforce-blog\/dist\/images\/offer-block\/offer-cloud-layout-one.png\" alt=\"\">\n\t\t\n\t<\/div>\n","protected":false},"excerpt":{"rendered":"<p>Design thinking puts humans at the centre of innovation. Here\u2019s how we at Salesforce apply this approach to solve customer problems and build better products.<\/p>\n","protected":false},"author":1,"featured_media":7803,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"sf_justforyou_enable_alt":true,"optimizely_content_id":"ae59be1128e14516bdf6674db6b064b1","post_meta_title":"","ai_synopsis":"","_jetpack_memberships_contains_paid_content":false,"footnotes":""},"sf_topic":[555],"sf_content_type":[],"coauthors":[603],"class_list":["post-7806","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","sf_topic-digital-transformation"],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v27.2 (Yoast SEO v27.2) - https:\/\/yoast.com\/product\/yoast-seo-premium-wordpress\/ -->\n<title>6 Ways Salesforce Uses Design Thinking to Create Solutions that Customers Love - Salesforce<\/title>\n<meta name=\"description\" content=\"Design thinking puts humans at the centre of innovation. Here\u2019s how we at Salesforce apply this approach to solve customer problems and build better products.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.salesforce.com\/in\/blog\/6-ways-salesforce-uses-design-thinking\/\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"6 Ways Salesforce Uses Design Thinking to Create Solutions that Customers Love\" \/>\n<meta property=\"og:description\" content=\"Design thinking puts humans at the centre of innovation. 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