• Design Thinking, applied.

  • About

    Being Guided

    By Design Thinking.

    I apply Design Thinking to help health, life sciences and tech startup organisations achieve more from market-facing engagements. This means increasing your customer engagement through digital innovation.


    Ian Smith

    Design Thinker

  • About

    Being Open

    To Design Thinking.

    In many ways Design Thinking is rethinking. It is a method for creative problem-solving, where people are placed at the centre of the solution. I see this as measurably increasing customer engagement.

  • About

    Being Creative

    With the Salesforce Platform.

    I help organisations to apply Design Thinking to improving customer engagement, through implementing Salesforce Sales Cloud and Service Cloud. My customers range from tech startups to the UK NHS.

  • About

    Being Integrated

    Applying a low-code platform.

    Tangle.io is a platform that allows you to create and integrate apps visually. With simple drag-and-drop tools you build Frontend-as-a-Service apps. Data is hosted by Salesforce or in any cloud infrastructure.

  • About

    Being Accountable

    Paid on Deliverables, Not Hours.

    Of course, I can engage in Design Thinking engagements on a 'meter', but I think that there is a better way than measuring time. This is the certainty of fixed-price and being Paid on Deliverables, Not Hours.

  • About

    Being Monetised

    By early adopters.

    I help startups to identify, engage and monetise early adopters. Often this means finding executive decision-makers who are inherently comfortable with embracing new concepts, delivered by unknown organisations.

  • About

    Being Innovative

    Where it really matters.

    I apply Design Thinking to compelling challenges in health and life sciences. My work includes partnering with technology challengers and the NHS, increasing citizen experience with health professionals.

  • Thinking

    Applying a simple, effective 5-step process.

    Being Curious

    Think like a designer.

    Design Thinking means just that - thinking like a designer. This means being curious: asking questions, challenging business-as-usual. As a method this is five steps for digital innovation - delivered iteratively, and fast.


    Design Thinking is a people-first way of solving difficult problems. At Being Guided, I help market-facing teams better engage buyside and sellside stakeholders via a five-step method created by the Stanford d.school.

    Step 01. Empathize

    Empathy Mapping is key.

    The first step in our Design Thinking method is key: Empathize. Through online workshops, we ensure that all stakeholders engage in exploring each problem to be solved or value to be created with a value proposition.


    This is Empathy Mapping. It means engaging buyers and sellers of high-value solutions, in sessions that encourage openness, receptivity and rapport among all. What follows is trust - and ultimately, truth.

    Step 02. Define

    Focus on what matters most.

    The outputs from Empathy Mapping enable a deeper, more meaningful Define step. Here, all stakeholders work through an Urgent/Important Matrix to prioritise the value proposition validation and problem-solving.


    From achieving a more truthful, accurate understanding of the problem, the Define step is in the strongest position to ensure a truthful mapping of this problem to the right solution and move to the next step: Ideate.

    Step 03. Ideate

    Move to tangible innovation.

    The Ideate step is hands-on, based on openness and trust realised at the Define step. This is where stakeholders are encouraged to challenge assumptions, from what is otherwise, just business-as-usual.


    Ideation means taking the journey from identifying the problem to exploring a timely value proposition outcome. This will enable the widest range of ideas to be rapidly moved to the next step: Prototype.

    Step 04. Prototype

    No-Code First is key to success.

    The Prototype step is typically framed as a Proof-of-Concept, where the solution is explored in a hands-on way, as an experimental process of iterative investigation, acceptance, improvement or rejection.


    The progression from Ideate to Prototype should be fast. Solutions come to life for problem-solving in a tangible, iterative way. This enables a Proof-of-Concept to convert into a time-critical 'Production' outcome.

    Step 05. Test

    Rapidly drive user acceptance testing.

    High-value solutions should continue to rapidly move from the Prototype through to the Test step, as part of continuous improvement. This loop may go back to any step to move innovation forward - faster.


    Testing means 'show don't tell' - taking Prototypes through iterative User Acceptance Testing (UAT) of solutions. It is important to continuously engage the broadest set of stakeholders as Users at this step.

  • Blog

    Thoughts on Design Thinking, applied.

    Design Thinking in Sales is my sales method, focused on overcoming the challenging world of...
    As an independent consultant, working within the 'Salesforce ecosystem' I am often asked about my...
    Digital Innovation is best when all stakeholders participate. This means adopting Three Design...
    Tangle.io is a platform that allows you to create and integrate apps visually. With simple drag...
    Here are my Three Design Principles when applying Design Thinking to creating next generation...
    New tech ventures face many hurdles, not least, access to affordable capital. Regardless of...
    January 16, 2021
    Design has become mainstream thinking: Design Thinking. This may be defined as a method and set...
    April 14, 2020
    In a new book on Design Thinking - The Design Thinking Playbook by Michael Lewrick, Patrick Link...
  • Connect

    Let's talk.

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