Design Thinking isn’t a fad – this is going to last longer than Hammer Pants. Plenty of organizations in a variety of business are beginning to use Design Thinking to help their processes and improve their products for their customers.
The organization I work for struggled to make the transition to design thinking and we still struggle a bit today. You can’t touch this (see what I did there) concept and master it by only watching PowerPoint slide shows. One of our best exercises to use design thinking was creating lunchboxes for each other. I blogged about it in an ePortfolio post.
SCAMPER is another method to help with Design Thinking. “Scamper” focuses on the brainstorming part of the design thinking process, but in a more controlled way. During a “scamper” you hammer pants your way through the acronym: Substitute, Combine, Adapt, Modify, Put to another use, Eliminate, and Reverse.
Once you have your project or business that you’re trying to improve, you run through the SCAMPER list. Our group tackled the Corona Beer Brand for the spring semester project. We didn’t use the SCAMPER exercise, but if we had, it would have looked something like this:
- What could you substitute in the brand imaging to reflect the current crisis?
- How would you combine the current Corona beach theme marketing with recognizing the COVID-19 pandemic?
- How could the marketing message adapt? Could the marketing messages include information about some breweries now creating hand sanitizers for health care organizations?
- Can the logo get modified? Should it include a mask or have the letters further apart to imitate social distancing?
- How can the refineries get put to another use? Here, the answer would be similar to the marketing message – the breweries could make hand sanitizer for health care organizations.
- What could Corona eliminate to help their brand? Corona Beer had a failed seltzer launch. They could eliminate their campaign to focus on COVID-19.
- Could Corona Beer rearrange their social stories to reflect the crisis?
Try the SCAMPER exercise if your marketing team is new to Design Thinking. Your team could also try some of the exercises posted by Stanford University and others – just don’t quit. <see what I did there>