Phase 4

Design thinking for mobility phase4: what works?

Phase 4: Asking “What works?”

“Design as a problem-solving tool is a contact sport.”

Designing for Growth, p. 197

Key activities

  1. Combine the most promising elements into a single concept to test and refine
  2. Determine the assumptions to test about the refined concept
  3. Learn from customers what works and what doesn’t about the refined concept
  4. Make adjustments based on what you learn from customer groups
  5. Ask “Are we going to develop this solution? Should we table this solution? What is next?”

The partnership benefits of Phase 4

  • Tapping into partner networks to co-create and test refined concept with customer groups
  • Together, seeing the refined concept’s value and weaknesses based on testing with customer groups
  • Each partner continues to bring unique value (e.g., networks, skills, expertise) to the process of making the solution closer to launch

How Phase 4 can increase the odds of a successful solution (aka, de-risk the project)

  • Provides the opportunity to continue to learn what doesn’t work, while still expending minimal resources
  • Occurs when there is still time to tweak the refined concept based on what is learned in testing, until you realize a desirable, feasible, and viable solution
  • By “making small bets fast” vs. “placing the big bet” there is room to make decisions (Designing for Growth)

Tools and Worksheets