Design Thinking involves asking multiple questions to understand the ‘real’ problem. Usually, a problem statement is not fully understood and we tend to come to conclusions quickly, staying at the problem. Trying to uncover the actual problem requires the art of Asking the Right Questions.
For example, a car company is trying to introduce a new car to a particular segment of customers. To cater to the needs of the customer, the company has to understand the customer and create the product around the customer. The customer may feel agitated to drive a manual car during traffic. He/she would say it’s irritating; but on asking further questions on ‘Why’, we uncover that the changing of gears is a tiresome task in traffic and knee pain would be the reason, hence an automatic would be preferred for better clutch control during heavy traffic. If the customer asks, “I spend so much money on petrol”, would the company be able to make a better efficient engine with better mileage? Honda is one such company that merged both automatic and hybrid models of engines to make driving pleasurable rather than a tedious task. Thus Design Thinking being a human-oriented approach, helps us understand the customer by asking several questions to find the right question and the right answer.
One such organization is the Japanese company Shimano, which specializes in bicycles and fishing gear. The company today is over a hundred years old. In 2007, the company initiated an exercise to update its technology and increase its footprint in the US market.
Shimano’s problem statement was “How do we get into the US market, given the aversion for bicycles” By applying Design Thinking, the problem statement became much clearer for them, as they redefined the problem statement into an opportunity. On further analysis and research, and having done customer sentiment surveys, Shimano figured out that, US citizens found bicycles, unsafe and dangerous, and it was only used in the past. However, Shimano went beyond these obvious reasons and realized at what actually caused such a mindset in the American people for having an aversion to bicycles. One, the customers were daunted by the fact that it was too dangerous to ride bicycles on the road by bystanders and peer influence, plus, bicycle technology had not evolved. Secondly, it was culturally aversive as it is perceived that teenagers and kids only rode bicycles. Third, cycles were used by postmen, newspaper deliverers, and people who do delivery work. The majority of the upper middle class found it ‘not so attractive’ to own a bicycle. These bicycles were also risky in terms of design, and having heard multiple incidents of crashes on the roads, it became an aversion to own and ride a bicycle out in the open. Fourth? “Where do we ride it?” Given there were only walking pavements and dangerous open roads. Cars and other motorcyclists usually tip over cyclists; even the most minor touch from the side mirrors on a cyclist can make him/her fall losing balance. This was a major problem. Braking was a major issue as well.
The problem statement was redefined and Shimano came up with the concept of “Coasting”.Coasting means the bike is simple and fun to ride, user-friendly, and technologies like automatic shifting are well-hidden. Branding was built on enjoying life on a bike and promotion was partly based on public relations (local governments, cycling organizations) that promoted safe and easy riding for everyone. The bicycle was redesigned in such a way that it became a more happy, enjoyable experience which customers loved, despite the price of $700. It was designed as a cruiser, and it was made futuristic. Coasting won the Gold Idea Award for Design Excellence in 2008, issued by the Industrial Designers Society of America and BusinessWeek, which was backed by the International Design Excellence Awards. This award is assessed by the following criteria: Design Innovation, Benefit to the user, Benefit to client/brand, Benefit to society, and appropriate aesthetics. Coasting, as an idea won for the category of Design Excellence.
Given that Shimano manufactures hard mountain bikes, which have a rugged outline; Shimano to become successful in the US, targeted a larger audience group where people can bicycle when they want, and make cycling a “recreational and healthy” activity. Observing the design of the bike, the bike was meant for people who would want to take a ride in the park, and people who wanted a healthy lifestyle, and the age group between 30 and 45 were the target audience, who rode them on weekends with their friends, or used it to get essentials from the nearby store. The expectation was that it had a relatively stronger frame and ergonomic body balance and in case of a fall, the user would be able to jump out of the cycle much quicker to avoid major damages. The bike’s handlebars were designed for more comfort and eased out elbow pains and muscle pulls.
Therefore, when rephrasing the problem, one should think of alternate ways of reframing the problem statement. Redefining the problem in a positive tone, and shortening it to a much more crisp statement that taps into the core opportunity makes a huge difference in approaching the problem.
Instead of “How do we get into the US market, and get rid of their aversion to bicycles” they shifted their viewpoint to “How do we make the bicycle more friendly and safe” which in turn, made a positive difference to the design itself!
