Design Thinking needs a digital upgrade / extension to be more productive and helpful in an environment where organizations are facing digital challenges.
Digital Design Thinking tries to take the best of Design Thinking — its customer and experience mindset — and employ this in a digital environment — at scale. Creating several new benefits to the Design Thinking methodology.
There are a number of advantages to Digital Design Thinking over traditional Design Thinking in the right types fo projects:
Customers are out-moving organization, creating a gap that has become the no.1 job for CEO’s to fill.
There is a growing divide between people and organizations. This is driven by the last forty years of societal change and the customers rapid adoption of new technology (link). The consequence is a change in how people make decisions (link) and more importantly; their demand patterns. Incumbents are now having to react to an expanding chasm of opportunities where a new generation of companies are taking advantage and disrupting existing industries.
In two articles on HBR the role of branding in the digital economy is discussed. (Unfortunately behind the HBR paywall)
In this first article Itamar Simonson and Emanuel Rosen argue that in many categories customers now acquire knowledge and competence about a product before purchase. This diminishes the effect of traditional advertising and marketing, where the brand is largely communicated as a function of emotion and preference (“the story”).