Crack The Customer Code

Forward-thinking designer and strategic facilitator Ruben Ocampo joins us not only to set the record straight about what design thinking really is, but to share his unique, human-centric approach to service design. Do you see service design through a human lens? In this ever-changing world of products and services, we have a major problem with problem-solving. Too often, we approach service design as a means to our own ends. Then, in our efforts to adopt a better approach, we adopt terms like “design thinking” that tend to lose their true meaning through all the buzz. Many companies interpret design thinking as a better kind of brainstorming session, which is only a small part of it. While great ideas may be born this way, they often only live on paper. As a result, companies waste millions launching innovations that don’t solve the problems they intended to solve. In fact, sometimes new problems are created in the process! “Even if we don’t have the title of designer, we’re designing solutions for some