The set of processes by engaging in exploring new creative of delivering or creating products and services which adds up value to customer experience. (Razzouk & Shute, 2012)

Image by OpenClipart-Vectors from Pixabay

To deal with real-world problems it’s important to have skills in design thinking to provide a more practical, realistic and cost-effective approach.

The foundation of design encourages to be more with reasoning activity. As it is a more iterative and interactive process of solving problems which is only possible to keep activities and systems simple.


“Simple can be harder than complex: You have to work hard to get your thinking clean to make it simple. But it’s worth it in the end because once you get there, you can move mountains.” – Steve Jobs.

Design is more human-centric, the success of design thinking is first thinking about the delivery of products or services to humans and as per current or future new experience. (Rousi, 2018)

Always the design to be successful is by keeping the system simple, the live example is Apple and Google made their company successful by keeping simple design for users.

Keeping simple reduces the reduction in the process so it is a competitive advantage to have good design thinking.

The best example can be seen by the research conducted by London design council to study leading brand design departments such as Microsoft by making the computer easy to use by anyone by keeping it simple for a human to understand and operate a computer. (A study of the design process, 2007)

adding value to customers

In this digitization era the customer experience (CX) is everything front focus for every organization which eventually adds up the value. The simple tweet can tarnish the organization image if gets viral because customer demands convenience to be instance and to have all their issues once recorded not be repeated. The customer is very well aware, expects requests to be fulfilled instantly and customer agents must know the problem well informed.

Simplicity factors to add value to customers

All this with the overall best operations management system in place is only possible by keeping simple products and services, if the ease of use is adopted then future needs can be known and hence adds value to customers. (Ghanem, 2019)

Example of product which added value to me as customer

The value-added to the customer can be judged by the customer’s journey with products. Microsoft is a successful company today and started with the launch of the Windows operating system which became first as a software company, the products were a success due to ease to use the computer even by common man, the total 35 years of journey. The Operating system changed and enhanced customer experience even by adding futuristic content like Holo Lens. (Gibbs, 2014)

Since the school days I started using the product in year 1995, and the fact is still I am using as of today in year 2020 which includes this work itself.

The reason is simple, the operating system is simple whenever there are major changes when customer complains the changes are considered and new experience is delivered.


The key future of adding customer value is all depends on design thinking of simple products and services easy to use.


A study of the design process. (2007). Retrieved from Design Council UK:

Ghanem, G. (2019). Simplify Customer Experience. Retrieved from Avaya:

Gibbs, S. (2014, October 2). From Windows 1 to Windows 10: 29 years of Windows evolution. Retrieved from The Guardian:

Razzouk, R., & Shute, V. (2012). What Is Design Thinking and Why Is It Important? Review of Educational Research, 330-348.

Rousi, R. (2018). Simplicity and the art of something more., 67-95.