The most natural way to approach the design process is what can be termed ‘reactive.’
That is, to start with a basic idea and use that as a foundation on which to build the solution, making changes and improvements by reacting to feedback received along the way. That approach has been found to be deeply flawed over the years for a number of reasons. Design thinking overcomes these drawbacks with an organized approach to design using data that is gathered at a very early stage in the process. This data could be sourced from analytics, customer feedback, surveys, market research, and much more.
• Keeps human need at the center of the process.
• Aims to make solutions simple and intui
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