• Design Thinking, applied.

  • About

    Being Guided

    By Design Thinking.

    I apply Design Thinking to help organisations measurably increase performance from low-code platforms. My work focuses on high-value, high-touch customer interactions - business or consumer. 

     

    Ian Smith

    Your Design Thinker

  • About

    Being Open

    To Design Thinking.

    Design Thinking is rethinking. For me this is a method for creative problem-solving, where people are placed at the centre of my work. This means challenging business-as-usual in the pursuit of better outcomes.

  • About

    Being Monetised

    From brainware to software.

    I enable knowledge-intensive organisations to turn know-how into scalable cloud apps. Cloud apps generate 10x IP value versus services. This is turning brainware into software - as scalable platforms.

  • About

    Being Accountable

    Paid on Deliverables, Not Hours.

    When I engage in Design Thinking engagements I do so with the simplicity and certainty of fixed-price services and subscription fees. Being Guided is always Paid on Deliverables, Not Hours.

  • 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.

  • About

    Being Decisive

    Via one easy-to-use interface.

    Being Guided delivers an innovative Underwriting Platform, allowing financial services, retail and other organisations to combine CRM on Salesforce with real-time Experian Credit Reporting and Decisioning.

  • Method

    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 a Design Thinking method is key: Empathize. Through online workshops, this ensures that all stakeholders engage in exploring each problem to be solved or value to be created with the solution.

     

    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.

  • Blog

    Thoughts on Design Thinking, applied.

    Design Thinking in Sales is the combination of a Method and a Platform, designed to meet the...
    December 20, 2021
    At Being Guided, I work with tech challengers who deliver new value propositions for digital...
    November 8, 2021
    New tech ventures face many hurdles, not least, access to affordable capital. Regardless of...
  • Store

    Design Thinking, applied.

    Design Thinking: Start

    Design Thinking: Start

    960.00
    4 online 2-hour Sessions over 1 month with 1 Coach. Learn how to apply Design Thinking to innovation.
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    Design Thinking: Engage

    Design Thinking: Engage

    960.00
    Preparing for and Engaging in a 4-hour Online Design Thinking Workshop. Brief (2-hours) plus Documentation and Empathy Mapping Framework. Price per Engagement.
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    Design Thinking: Coach

    Design Thinking: Coach

    400.00 - 3,500.00
    15-minute Online Sessions with 1 Mentor - focused on real world problem-solving. Learn how to improve Design Thinking Workshop outcomes.
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    Design Thinking: Platform

    Design Thinking: Platform

    160.00 - 6,000.00
    Design Thinking Platform delivered in the cloud.
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    Value Proposition Design

    Value Proposition Design

    360.00 - 900.00
    3 online 1-hour Sessions over 1 month. Co-creating the Value Proposition.
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    ROI Modelling

    ROI Modelling

    1,300.00 - 3,500.00
    3 online 1-hour Sessions plus ROI Model development as an app component or spreadsheet. Defending value over price.
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    Let's talk.

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