Design Thinking ?

« Design thinking is inspired by the thinking of designers to innovate in all areas. » Yoro DIOP, Médiapex.

Design Thinking is an approach to innovation and its management that is a synthesis between analytical thinking and intuitive thinking. It relies heavily on a process of co-creativity involving feedback from the end-user.

In other words, design thinking is « a way of applying the design tools used by designers to solve a problem of innovation, through a multidisciplinary approach centered on the human being ».

Faced with this new context and the resulting demands, traditional marketing and R&D (Research & Development) are outdated, hence the need for new methodologies. According to Mediapex, design thinking, bearing the promise of designing experiences, is the key answer that companies can bring to these evolutions.

The most innovative companies are those who view design as a strategic, not subordinate, aspect of their business. More than just packaging, design must be understood as a true source of innovation: everything, from the object itself to the business model, can be « designed ».

The points that show that Mediapex is indeed a Designful company:

  • Empathy: Mediapex starts from the needs of the client, sees frustrations, to make a memorable experience.
  • Médiapex understands that design does not only apply to objects<: We use design thinking to develop and enhance user-optimized platforms.

Design thinking imposes a permanent synthesis between the analytical skills of engineers and marketing professionals, and the intuitive skills of creative people.

The design thinking process can be summarized in three key steps:

  • Identify a problem and understand its environment
  • Find the concept, the idea that will solve it
  • Design the form that will embody this concept

Concretely, the work in design thinking mode is organized around three logics:

  • A logic of co-creation: Médiapex introduces a « cross-department » logic that promotes collective intelligence, that is, the different departments that make up the agency always work together.
  • An intellectual gymnastics alternating phases of intuition and analysis, in a logic of opening / closing.
  • A major importance given to the field study (ethnographic observation) which offers a full understanding of the experiments, contrary to the classical quantitative and qualitative studies.