Ellya Zulaikha
ABSTRACT
Design Thinking (DT) is widely used to drive innovation in companies. DT consists of five phases: empathy, define, ideation, prototype, and test. However, companies often skip the empathy process and go directly to the ideation phase. It is because empathy cannot immediately solve problems, is time- and resource-consuming, and is hindered by the cognitive bias that companies believe they already know what users or customers want. This article presents the process of empathy in five cases of Design Thinking (DT) projects in Indonesia carried out by postgraduate students who have worked in the companies for years. The projects discussed are a bank's marketing plan for ultra-micro entrepreneurs, the development of an online community platform by a software development company, the creation of tourist attractions in a forest area by the government tourism agency, the creation of an online ecosystem for the footwear industry by the government, and the development of a digital e-contract by a state-owned enterprise. We conducted a comparative case study analysis to examine the empathy process in meeting user needs and achieving innovation in these projects. This article argues that optimizing the empathic process in DT can lead to innovation. However, this empathic phase should continue through the ideation, prototyping, and testing phases. An individual who works in a company can initiate and carry out this empathy process. Nevertheless, the following phases require the support and involvement of all stakeholders in the company.
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Index Terms
- Empathy-Driven Innovation: Analysis of Five User-Centered Design Thinking Case Studies
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