When Design Thinking is at the core of all projects and processes, confirmation biases as well as other common blindspots are mitigated if not eliminated, as this approach places the end customer at the centre. It takes an Outside-In approach looking at everything from the user’s perspective using the principles of empathy, prototyping, testing, and refining.
Be it developing positioning strategies, designing environments, UI/UX or assets, creating experiences or customer journeys, Design Thinking avoids ingrained patterns of thought and instead looks for solutions which take into consideration the context and culture of the user. Combine the Design Thinking approach with the power of Digital tools, and you can test out a hypothesis or a solution using rapid prototyping or beta tests. That too, targeted at a highly specific audience group resembling your customer personas.
The result is a creative solution, unconstrained by historical biases, that has been tried and tested before it is put on shelves both virtual and real.