CTO Straight Talk - Issue 3 - 62

CTO STRAIGHT TALK | ISSUE 3

THE

FINAL
WORD
GH RAO
PRESIDENT
ENGINEERING AND R&D SERVICES
HCL TECHNOLOGIES

As we see in this issue's cover article,
successful companies are increasingly
putting customers, not technology, at the
heart of product design. It turns out that
understanding what problems customers
have and how a product can solve them is
more important than simply incorporating
new features enabled by the latest
technology.
One method for achieving this customercentric perspective-one that is receiving
a lot of attention in its application across
many areas of the business-is called
"design thinking". Forrester Research
defines design thinking as "a collection of
practices that help teams better identify
with customer experiences and shift
from logical problem-solving to creative
experimentation." But what it boils down
to is creating products and services with
features that customers fall in love with
and can't live without!
By starting with the customer rather
than the product, design thinking turns
traditional product development on
its head. If you have ever wondered
how companies with relatively low R&D
spending seem to be dominating the

62

market these days, it is because they use
some form of design thinking to come
up with offerings that connect with users
emotionally and aesthetically, rather than
simply through form and functionality.
People like me, who come from a
background in product design, sometimes
wonder what all the fuss is about. Of
course you need to assess a new product
through the eyes of the user! For example,
if you are conceptualizing an infrared
camera for the military, you need to
realize that it makes no sense for a soldier
to stow his or her infrared camera before
picking up a gun to fire. When seen from
this perspective, you need a monocular
ambidextrous camera-one that can be
used by the non-dominant arm while the
soldier still has the gun in the dominant
arm-in order to create a seamless
battlefield experience. It's worth noting,
in this example and in general, that design
thinking identifies the right thing to do-
but technology makes it possible.
Or think of Kiva Logistics (later Amazon
Robotics) which was obsessively customer
-centric. They built their business, market
strategies, and products around their



CTO Straight Talk - Issue 3

Table of Contents for the Digital Edition of CTO Straight Talk - Issue 3

Contents
CTO Straight Talk - Issue 3 - Cover1
CTO Straight Talk - Issue 3 - Cover2
CTO Straight Talk - Issue 3 - 1
CTO Straight Talk - Issue 3 - Contents
CTO Straight Talk - Issue 3 - 3
CTO Straight Talk - Issue 3 - 4
CTO Straight Talk - Issue 3 - 5
CTO Straight Talk - Issue 3 - 6
CTO Straight Talk - Issue 3 - 7
CTO Straight Talk - Issue 3 - 8
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CTO Straight Talk - Issue 3 - 65
CTO Straight Talk - Issue 3 - Cover4
https://magazine.straighttalkonline.com/cto/issue4
https://magazine.straighttalkonline.com/cto/issue3
https://magazine.straighttalkonline.com/cto/issue2
https://magazine.straighttalkonline.com/cto/issue1
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