How Design thinking Drives Customer Success

  • UI/UX

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Design thinking has become an essential part of the modern market. The 21st-century focus for businesses is the provision of services in the most customer-centric way possible. To achieve this, design teams, as well as all other departments, need to internalize the key pillars of design thinking. These include consumer empathy, problem-solving, a constant drive towards improvement, and creating convenience.

Design- thinking aims at solving problems with a touch of creativity, which customers to find their unique value proposition. This value they provide becomes the driving force behind their success. Here, let’s talk about the need of design-thinking, its implementation, and its effects on a business.

User-centric approach

Design-thinking is more than just thinking about aesthetics. It is a philosophy centered on creative problem-solving.

It is a culture that needs to exist within all departments from the design team to the HR. For businesses, it is vital to have a culture of consumer empathy. When providing a service or designing a product, it is crucial to put yourself in the end-users’ mind in the case of a B2C business.

For B2B businesses, it similarly essential to put yourself in the shoes of both your customer and the end-user of the business you are providing the service too.

This culture of empathy is dedicated to understanding two fundamental aspects of a business. First, you understand where and how you delight the users. Second, you figure out their pain points.

When teams put themselves in the shoes of the consumer, they gain a fresh perspective on the exact problems they need to solve. Moreover, it provides a great understanding of how to solve those problems to create a great user experience.

This focus on identifying the consumer space comes through a thorough understanding of your costumers, their needs, and what they expect.

It is essential for teams to have such a customer-centric mindset to allow them to use their creativity and design-thinking most optimally.

The implementation of design-thinking requires knowledge of the customer journey. Only when you know the entire journey can you use design-thinking to provide value as a business. For businesses, mapping the user journey is a great strategy to identify the user journey.

This allows you to understand what consumers are expecting at each step of the journey and provide that through your creativity and expertise.

This is an essential part of design-thinking, which allows businesses to provide unique value at each step of the consumer journey. By putting yourself in the end-users’ shoes, your team can provide a solution that is truly ground-breaking and industry-defining, leading to success for your customers.

Good UX leads to positive customer reviews

For all businesses, success is predicated on reputation. Referrals from existing customers account for a massive part of the revenue that businesses make. For these referrals to come, your consumers need to be more than just satisfied. Businesses focused on user experience should make consumers want to use their product, regardless of their actual need.

The creation and deployment of such a seamless experience is key to driving your business to success.

By creating a product that delves deep into consumer problems and solves them by creating convenience will receive positive customer feedback and reviews.

This is a great way to build your brand and its reputation. This user experience is generated by optimizing the user journey to make it simple, and through the integration of a dominant aesthetic in design.

These customer reviews become the backbone of your portfolio, where your marketing is being done in the most effective and cheapest form. It adds value through real-life experience sharing and trust-building with other potential customers.

As a result of this, the likelihood of the end-user to choose the business of your customers rises, as a result of a positive reputation.

Long-term customer retention

Here, let’s talk about consumer psychology. The market today is as much driven by “the want for things” as it is by “the need of things.”

For businesses, it is essential to retain customers over a long period of time. Transforming one-time customers into recurring customers is part of the job. To achieve that requires a business to cater to both “the need” and “the want.”

What is the difference between the two? For consumers to use your platform shouldn’t be a force that is activated when they don’t have any other choice. Instead, the experience you provide through design-thinking should push them to utilize the platform outside of the existence of a need.

Here, aesthetics and user journey both become relevant. For the end-user, the experience needs to be fun and straightforward. Having an intuitive solution requires a deep understanding of their needs, as we have already discussed.

Let’s take the example of an e-commerce platform. For the end-users, the utilization of a platform should be intuitive every time they think of a product.  This is possible only if their experience informs them that the platform you design is convenient and easy to use. This allows them to browse through products, new arrivals, and discounts in a short time.

By reducing time, effort and increasing accessibility, you reduce the opportunity cost against the use of this platform and enable your customers to use it in a more casual way.

Furthermore, let’s talk about when end-users are driven by need. Design-thinking is about simplifying tasks and making them look elegant. The same argument applies here; consumers prefer to use what is more straightforward and fun.

The ability to create a product that provides such a swift experience comes directly out of a team culture that’s driven to deliver customer-centric solutions.

All of this allows businesses to retain customers over a long period of time as the brand becomes their “go-to-solution.” End-users trust the platform to provide them the value they are looking for in the most convenient way without having to look through multiple platforms or searching the entirety of the internet.

For web design teams, product developers, and service providers, this retention is the key to success for their customers and to provide them the ability to do is a responsibility they have to own up to, in the modern world.

Culture of continuous improvement

One of the tenants of design-thinking is to accept the need for constant evolution. This evolution within design-thinking is a bi-product of the culture of continuous improvement.

The idea behind this is simple, web-based, product-based, or other service-based solutions, that need to keep changing with shifting market demands.

This is a call for creating multiple iterations of a product from time to time based on recurring customer feedback.

More often than not, designers are too focused on executing assigned tasks and finishing them off, as opposed to providing the best solution possible. This process requires creative thinking based on customer feedback.

For teams that have a culture of continuous improvement, the success of their customers is driven by value, continuous answers to the market gap, and easy-to-use solutions.

This improvement isn’t limited to the design, aesthetics, color choices, or user journey. At different times, it could mean different things. This is something teams need to identify from time to time, by putting themselves in place of the end-user.

This crucial mindset and philosophy help products evolve with time to provide the best possible solutions to the ever-changing needs of their consumers. This gives them a competitive edge and positions them as market leaders, bringing disruptive change within their respective industries. Through this methodology, customers can provide value to their end-users and drive their business towards success.


For design teams, it is vital to focus more on creative solutions than on executing assigned tasks. The business world is shifting towards a more customer-centric approach. It is the creation of an obsession with platforms and services by providing convenience and understanding the consumer mindset and psychology.

Design-thinking is an essential strategy within the modern market that allows businesses to find their unique place within a competitive market. It helps them provide exceptional value, solve problems by focusing on the mindset of the end-user, and through this, generating revenue and driving a business towards success.

Shah Anas


Shah Anas Ahmed is a Hubspot certified content marketer and inbound marketing specialist with a history of helping digitally scale startups and mid-size tech companies. Shah specializes in planning and executing content marketing strategies in collaboration with SEO teams to drive revenue through out-of-the-box digital marketing strategies.


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