• Design Thinking, applied.

  • About

    Being Guided

    By Design Thinking.

    I apply Design Thinking to help all organisations to solve compelling market-facing and operational challenges with Salesforce technology. I am Paid on Deliverables, Not Hours.


    Ian Smith

    Design Thinker

  • About

    Being Expert

    In Salesforce.

    I combine Design Thinking with Salesforce technology, to deliver successful digital transformations. My customers range from the UK National Health Service (NHS) to tech and life science startups.

  • Thinking

    Being Engaged

    To maximise user experience.

    Through building empathy with all stakeholders, I help organisations to break down big problems into small, bite-sized challenges. This is Design Thinking: creating new digital innovations built on Salesforce.

  • Thinking

    Being Focused

    On the 4Ps of innovation.

    When delivering Salesforce digital innovations, I focus on the 4Ps: People; Process; Platform; and, Participation. This is where Design Thinking means all stakeholders are placed at the centre of the work.

  • Thinking

    Being Fast

    To achieve quick wins.

    Through maximising Participation and bite-sized challenges, I help to create innovations on Salesforce in days and weeks, not months and years. This is Design Thinking driving new business value, faster.

  • 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 health providers and challenger tech firms to apply digital innovation via this simple five-step method created by 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 digital innovation.


    This is Empathy Mapping. It means engaging buyers and sellers of tech innovations 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 order of digital innovation 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 digital innovation 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.

    By applying No-Code and Low-Code Platforms at the Prototype stage, we can eliminate the costs and time otherwise required with programming of full stack apps. This means digital innovation at lightning speed.


    No-Code, Low-Code then Code - in that order - means that the journey from Ideate to Prototype may be measured as digital innovations in days and hours. This brings solutions to life in a tangible way.

    Step 05. Test

    Rapidly drive user acceptance testing.

    Digital innovations should rapidly move from the Prototype step to the Test step, as part of an iterative approach to 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 but structured User Acceptance Testing (UAT) of solutions. This is No-Code and Low-Code Platform tech applied with Salesforce.

  • Blog

    Thoughts on Design Thinking, applied.

    As an independent consultant, working within the 'Salesforce ecosystem' I am often asked about my...
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    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...
  • Tech

    My expertise.

    Change Intelligence

    For Salesforce Orgs.

    Platform Development

    Public Cloud Innovation.


    Extending Salesforce.

  • Panaya

    World-class digital innovation on Salesforce.

    Salesforce, Assured

    Reducing time, effort and risk.

    Panaya provides a real-time visual impact analysis of a complex Salesforce Org. This means Change Intelligence; risk-based testing and assurance. Enables Salesforce development to be faster and safer.

    See More, Act Faster

    Panaya Foresight is forewarned.

    Salesforce Orgs get complex, fast. Without Panaya, architects and developers cannot see the sheer number of components or functional flows that will be impacted by any change considered.

    Instant Analysis

    Manage all ongoing changes.

    Panaya Foresight allows you to implement complete control of all changes in all Salesforce Orgs, no matter how complex. This means instantly analysing any component by search.  

    Next. 1-hour Workshop

    Instantly see the power of Panaya.

    Join Being Guided and Panaya in a free 1-hour online Workshop to see how you can measurably reduce time, effort and risk with your Salesforce developments. Click here to request a Workshop.



  • Connect

    Let's talk.

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