Challenge - When the CEO returned to my company after being fired, the company share  was only worth US $5 and its future was uncertain. In the period 1979-1993, the company  struggled to achieve market success, especially after the CEO’s departure and increasing  competition from other competitors, which decided to enter the PC computers market.  During this period, our company faced number of challenges including unstable strategy due  to the change of executive teams, unclear vision about our’s competitive strategy, especially  after any major player entered the market, unclear vision about selling OS licenses, which  would put the company in competition with Windows operating system, products not  unique in the market, confusion and uncertainty among the consumers, resulting from this  strategy.

Selection – The design thinking tool used here is Visualization. The main focus we had on  People’s needs and desires, rather than only the needs of the business, building empathy by  helping people to love our products, the design rather than the engineering work; designers  consider both the form and the function of the product, building simple yet user-friendly  products rather than complex hard-to-use products.

Application - In this part, our CEO tended to improve the execution process by closing 2  divisions, eliminating 70% of the new products and focusing on the higher potential  products, reducing the product lines from 15 to just 3, and shutting facilities to move  manufacturing outside the company. Company also launched a website for direct sale of its  products and started to take an interest in materials and how products are manufactured  within a consumer-driven culture. We streamlined our product portfolio to a family of  products that can be produced much more quickly while keeping the existing design  elements. Also, the company targeted product that require less repair and maintenance.  The consumer experience should be integrated into the design and development stages  through participating in usability testing. Also, the design for interfaces should focus on the  user experience.

Successful products require an integrated marketing strategy that identifies the target  segment and builds the product brand in accordance with this target segment. Tools such as  the business model canvas can help our understanding of the project and create a business  strategy for it. Also, a tool such as the SWOT analysis allows us to understand the strengths,  weaknesses, opportunities, and threats of the specified product.

Insights - In addition to the function of the product, the form should beautiful, which can be  achieved through continuous innovation and development. Our company also focused on  the materials and manufacturing process and took a bold approach to trying new ideas  rather than sticking with the ordinary design forms. It provides a clear lesson about how  design and innovation can turn company failure to market success and a leading position in  a competitive market. Design thinking helped the company to innovate while placing their  consumers at the heart of the process.

Approach – Since here we have seen how a company has turned its fate within few years  with the help of Visualization. As times are changing and technology is ruling out traditional  business ideas. So, next design thinking tool I or my company would like to use is mind  mapping and with the help of AI. We need to understand the thinking process of our  customers and understand the algorithms to cater more customers.


Challenge - When the CEO returned to my company after being fired , the company share was only worth US $ 5 and its future was uncertain . In the period 1979 - 1993 , the company struggled to achieve market success , especially after the CEO ’s departure and increasing competition from other competitors , which decided to enter the PC computers market . During this period , our company faced number of challenges including unstable strategy due to the change of executive teams , unclear vision about our ’s competitive strategy , especially after any major player entered the market , unclear vision about selling OS licenses , which would put the company in competition with Windows operating system , products not unique in the market , confusion and uncertainty among the consumers , resulting from this strategy . Selection – The design thinking tool used here is Visualization . The main focus we had on People ’s needs and desires , rather than only the needs of the business , building empathy by helping people to love our products , the design rather than the engineering work ; designers consider both the form and the function of the product , building simple yet user - friendly products rather than complex hard - to - use products . Application - In this part , our CEO tended to improve the execution process by closing 2 divisions , eliminating 70 % of the new products and focusing on the higher potential products , reducing the product lines from 15 to just 3 , and shutting facilities to move manufacturing outside the company . Company also launched a website for direct sale of its products and started to take an interest in materials and how products are manufactured within a consumer - driven culture . We streamlined our product portfolio to a family of products that can be produced much more quickly while keeping the existing design elements . Also , the company targeted product that require less repair and maintenance . The consumer experience should be integrated into the design and development stages through participating in usability testing . Also , the design for interfaces should focus on the user experience . Successful products require an integrated marketing strategy that identifies the target segment and builds the product brand in accordance with this target segment . Tools such as the business model canvas can help our understanding of the project and create a business strategy for it . Also , a tool such as the SWOT analysis allows us to understand the strengths , weaknesses , opportunities , and threats of the specified product . Insights - In addition to the function of the product , the form should beautiful , which can be achieved through continuous innovation and development . Our company also focused on the materials and manufacturing process and took a bold approach to trying new ideas rather than sticking with the ordinary design forms . It provides a clear lesson about how design and innovation can turn company failure to market success and a leading position in a competitive market . Design thinking helped the company to innovate while placing their consumers at the heart of the process . Approach – Since here we have seen how a company has turned its fate within few years with the help of Visualization . As times are changing and technology is ruling out traditional business ideas . So , next design thinking tool I or my company would like to use is mind mapping and with the help of AI . We need to understand the thinking process of our customers and understand the algorithms to cater more customers .