{"id":21912,"date":"2016-09-01T08:00:00","date_gmt":"2016-09-01T06:00:00","guid":{"rendered":"http:\/\/visionarymarketing.fr\/blog\/?p=21912"},"modified":"2018-12-26T11:35:59","modified_gmt":"2018-12-26T10:35:59","slug":"design-thinking-transformation-digitale","status":"publish","type":"post","link":"https:\/\/visionarymarketing.com\/fr\/2016\/09\/01\/design-thinking-transformation-digitale\/","title":{"rendered":"Design thinking et transformation digitale"},"content":{"rendered":"

Nous avons r\u00e9guli\u00e8rement abord\u00e9 sur ce blog les difficult\u00e9s rencontr\u00e9es par les entreprises pour se transformer digitalement. Dans le cadre de nos missions, nous nous en rendons compte\u00a0: chaque entreprise a son fonctionnement et ses contraintes et la digitalisation ne s\u2019op\u00e8re pas partout de la m\u00eame fa\u00e7on. La remise en question est alors essentielle et la recherche d\u2019une solution, quitte \u00e0 s\u2019\u00e9loigner des sentiers battus, est primordiale. Existe-t-il une m\u00e9thodologie pour innover et trouver des solutions propres \u00e0 la transformation digitale et aux probl\u00e8mes qu\u2019elle induit ? Oui, et elle n\u2019est pas nouvelle\u00a0: nous allons parler dans cet article de design thinking, sujet sur lequel nous avons \u00e9galement \u00e9crit un livre blanc, <\/em>que vous pouvez t\u00e9l\u00e9charger en cliquant sur ce lien<\/em><\/a> ou sur le bouton ci-dessous.<\/em><\/p>\n

\"bouton<\/a><\/p>\n

Design thinking : d\u00e9finition et m\u00e9thodologie<\/h2>\n

L\u2019approche du design thinking a \u00e9t\u00e9 invent\u00e9e d\u00e8s les ann\u00e9es 60, suite aux travaux d\u2019Herbert Simon sur le sujet. Ce concept n\u2019a pourtant trouv\u00e9 \u00e9cho aupr\u00e8s des entreprises qu\u2019au d\u00e9but des ann\u00e9es 2000. La d\u00e9finition s\u2019est affin\u00e9e au fil des ann\u00e9es et l\u2019on s\u2019accorde aujourd\u2019hui sur celle de 2008 formul\u00e9e par Tim Brown : \u00ab\u00a0Le Design Thinking est une approche de l\u2019innovation centr\u00e9e sur l\u2019humain qui s\u2019appuie sur les outils du designer pour int\u00e9grer les besoins des individus, les possibilit\u00e9s de la technologie, et les conditions premi\u00e8res du succ\u00e8s commercial\u00bb. <\/em><\/strong>Tim Brown a \u00e9galement cr\u00e9\u00e9 une m\u00e9thodologie du design thinking, pr\u00e9sent\u00e9e ci-dessous\u00a0:<\/p>\n

\"design<\/p>\n

Voici point par point la d\u00e9finition des diff\u00e9rentes \u00e9tapes\u00a0:<\/p>\n

Emphatise\u00a0<\/strong>: Emphatise peut se traduire par \u00ab\u00a0s\u2019identifier\u00a0\u00bb. Il s\u2019agit de comprendre un probl\u00e8me, se placer dans la situation pour mieux saisir les enjeux. Empathie est un terme ad\u00e9quat car il s\u2019agit de se mettre \u00e0 la place du client et de comprendre le contexte de l\u2019int\u00e9rieur. C\u2019est donc un travail d\u2019observation qui doit \u00eatre effectu\u00e9 avec s\u00e9rieux, car il s\u2019agit du fondement du design thinking.<\/p>\n

Define\u00a0<\/strong>: Suite \u00e0 la premi\u00e8re \u00e9tape, il va falloir d\u00e9finir une question sur la probl\u00e9matique rencontr\u00e9e lors de la phase d\u2019identification. Cette \u00e9tape consiste \u00e0 cr\u00e9er une vision commune dans l\u00a0\u2018entreprise, car chaque d\u00e9cideur d\u2019une soci\u00e9t\u00e9 a son propre point de vue sur un probl\u00e8me.<\/p>\n

Ideate\u00a0<\/strong>: Cette phase consiste \u00e0 brainstormer, g\u00e9n\u00e9rer des id\u00e9es. Attention, il ne s\u2019agit pas de trouver une solution\u00a0: on va au contraire proposer et explorer les champs des possibles, tout en gardant en t\u00eate les besoins du client lors de la g\u00e9n\u00e9ration d\u2019id\u00e9es.<\/p>\n

Prototype\u00a0<\/strong>: Apr\u00e8s le processus d\u2019id\u00e9ation vient celui de la s\u00e9lection. Les id\u00e9es sont tri\u00e9es et les moins applicables\/pertinentes sont exclues. Le prototypage (d\u2019un produit, d\u2019un service, d\u2019un fonctionnement, etc.) va ensuite permettre de voir les premiers d\u00e9fauts, les premi\u00e8res modifications \u00e0 faire, mais aussi les premiers r\u00e9sultats et pistes \u00e0 d\u00e9velopper.<\/p>\n

Test\u00a0<\/strong>: Cette \u00e9tape est g\u00e9n\u00e9ralement fortement li\u00e9e \u00e0 la pr\u00e9c\u00e9dente. Elle permet d\u2019\u00e9tudier les r\u00e9actions des clients et de g\u00e9n\u00e9rer des premiers r\u00e9sultats qui serviront \u00e0 modifier le produit. Une nouvelle boucle recommence ainsi, parfois jusqu\u2019\u00e0 la premi\u00e8re phase, jusqu\u2019\u00e0 ce que le produit\/service soit finalis\u00e9.<\/p>\n

Le design thinking s\u2019applique \u00e0 de nombreux cas, allant d\u2019un produit, un service, un mode d\u2019organisation, une am\u00e9lioration, etc. Voici, pour apporter une vue plus concr\u00e8te sur le design thinking, un exemple r\u00e9cent.<\/p>\n

Airbnb sauv\u00e9 de la faillite gr\u00e2ce au design thinking<\/h2>\n

Vu le succ\u00e8s que rencontre aujourd\u2019hui la start-up californienne, on a du mal \u00e0 croire que celle-ci a bien a failli fermer, peu de temps apr\u00e8s sa cr\u00e9ation. Voici \u00e9tape par \u00e9tape comment elle a r\u00e9ussi \u00e0 survivre et cro\u00eetre, gr\u00e2ce au design thinking.<\/p>\n

Emphatise\u00a0<\/strong>: Apr\u00e8s quelques mois de service dans l\u2019anonymat et un chiffre d\u2019affaires de 200 dollars par mois, l\u2019\u00e9quipe s\u2019est rendue \u00e0 l\u2019\u00e9vidence\u00a0: personne n\u2019utilisait ce site. Le co-fondateur Joe Gebbia s\u2019est donc efforc\u00e9 de trouver le probl\u00e8me en se mettant dans la peau du client<\/strong>. Apr\u00e8s de nombreuses recherches sur le site dans la ville de New-York, il a \u00e9tabli une constante dans toutes les annonces, qu\u2019il a r\u00e9sum\u00e9 tr\u00e8s simplement\u00a0: \u00ab\u00a0the similarity is that the photos sucked\u00a0\u00bb.<\/p>\n

Define\u00a0<\/strong>: Partant de ce constat, Joe Gebbia a d\u00e9fini le probl\u00e8me du site qu\u2019il avait cr\u00e9\u00e9\u00a0: les appartements \u00e9taient lou\u00e9s par des particuliers, et ces derniers n\u2019avaient pas l\u2019expertise des agences de location ou des h\u00f4tels en mati\u00e8re de pr\u00e9sentation et de mise en valeur du bien lou\u00e9. \u00ab\u00a0Ce n\u2019\u00e9tait pas surprenant que les clients ne r\u00e9servent pas d\u2019appartement s\u2019il ne pouvaient pas vraiment voir ce qu\u2019ils \u00e9taient cens\u00e9s payer\u00a0<\/strong>\u00bb.<\/p>\n

Ideate\u00a0<\/strong>: Cette \u00e9tape o\u00f9 l\u2019\u00e9quipe brainstorm a pour but de proposer des id\u00e9es sortant de l\u2019ordinaire, et allant parfois \u00e0 l\u2019encontre de certains principes intangibles<\/strong>. Pour cette jeune start-up, ce principe \u00e9tait celui de la scalabilit\u00e9. \u00ab\u00a0Nous avions cette mentalit\u00e9 de la Silicon Valley, o\u00f9 la r\u00e9solution d\u2019un probl\u00e8me doit \u00eatre scalable. Vous pouvez changer une ligne de code et r\u00e9soudre un probl\u00e8me pour un client, 10 000 ou 1 million\u00a0\u00bb. L\u2019id\u00e9e trouv\u00e9e par Gebbia a \u00e9t\u00e9 finalement de r\u00e9aliser lui-m\u00eame des photos correctes des appartements lou\u00e9s dans la zone de New York.<\/p>\n

Prototype and test\u00a0<\/strong>: Joe Gebbia et ses associ\u00e9s ont donc pris le premier avion pour New-York et lou\u00e9 du mat\u00e9riel professionnel pour produire ces photos de qualit\u00e9 \u00e0 leurs clients. Une solution non-scalable et non technique qui pourtant a \u00e9t\u00e9 le point de d\u00e9part de l\u2019envol\u00e9e d\u2019AirBNB, la start-up augmentant imm\u00e9diatement son chiffre d\u2019affaires.<\/p>\n

 <\/p>\n

Comment se transformer digitalement gr\u00e2ce au design thinking\u00a0?<\/h2>\n

Le design thinking, nous l\u2019avons vu pr\u00e9c\u00e9demment, trouve des applications dans de multiples domaines. Chez Visionary Marketing, nous utilisons ce concept dans la transformation digitale de nos clients. Le processus de transformation digitale est long, co\u00fbteux et difficile \u00e0 mettre en place, notamment \u00e0 cause des changements qu\u2019il entra\u00eene. Il est donc imp\u00e9rieux de comprendre les enjeux de la transformation chez chaque client et trouver avec eux les solutions \u00e0 concevoir, prototyper et mettre en place. Dans ce cas de figure, le design thinking trouve toute son utilit\u00e9.<\/p>\n

C\u2019est cet aspect que nous abordons dans un livre blanc intitul\u00e9 \u00ab\u00a0Design thinking et transformation digitale\u00a0\u00bb, que vous pouvez t\u00e9l\u00e9charger en cliquant sur ce lien<\/a> ou sur le bouton ci-dessous.<\/p>\n

\"bouton<\/a><\/p>\n

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Nous avons r\u00e9guli\u00e8rement abord\u00e9 sur ce blog les difficult\u00e9s rencontr\u00e9es par les entreprises pour se transformer digitalement. Dans le cadre de nos missions, nous nous en rendons compte\u00a0: chaque entreprise a son fonctionnement et ses contraintes et la digitalisation ne s\u2019op\u00e8re pas partout de la m\u00eame fa\u00e7on. La remise en question est alors essentielle et …<\/p>\n","protected":false},"author":29,"featured_media":34065,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[2808],"tags":[],"class_list":["post-21912","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-transformation-digitale"],"yoast_head":"\nDesign thinking et transformation digitale<\/title>\n<meta name=\"description\" content=\"L\u2019approche du design thinking a \u00e9t\u00e9 invent\u00e9e d\u00e8s les ann\u00e9es 60, suite aux travaux d\u2019Herbert Simon sur le sujet. Ce concept n\u2019a pourtant trouv\u00e9 \u00e9cho aupr\u00e8s des entreprises qu\u2019au d\u00e9but des ann\u00e9es 2000. La d\u00e9finition s\u2019est affin\u00e9e au fil des ann\u00e9es et l\u2019on s\u2019accorde aujourd\u2019hui sur celle de 2008 formul\u00e9e par Tim Brown\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/visionarymarketing.com\/fr\/2016\/09\/01\/design-thinking-transformation-digitale\/\" \/>\n<meta property=\"og:locale\" content=\"fr_FR\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Design thinking et transformation digitale\" \/>\n<meta property=\"og:description\" content=\"L\u2019approche du design thinking a \u00e9t\u00e9 invent\u00e9e d\u00e8s les ann\u00e9es 60, suite aux travaux d\u2019Herbert Simon sur le sujet. Ce concept n\u2019a pourtant trouv\u00e9 \u00e9cho aupr\u00e8s des entreprises qu\u2019au d\u00e9but des ann\u00e9es 2000. 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Cet \u00e9pisode nous montre qu\u2019une approche de design thinking permet de sortir des sentiers battus qui contraignent l\u2019imagination et donc la r\u00e9solution de probl\u00e8me. Ici le carcan dans lequel \u00e9taient contraints les associ\u00e9s d\u2019AirBNB \u00e9tait la scalabilit\u00e9 et l\u2019id\u00e9e selon laquelle le code est la solution \u00e0 tous les probl\u00e8mes. Cette d\u00e9marche de design thinking s\u2019est depuis ancr\u00e9e dans la soci\u00e9t\u00e9 \u00a0pour r\u00e9soudre des probl\u00e8mes en se pla\u00e7ant au plus pr\u00e8s du consommateur, comme le montre cet article<\/a>.<\/p>\n