Design has become one of the central elements to finding innovative solutions to user problems. From focusing on aesthetic style to explicitly becoming user-centric, the evolution of design over the years has given a wide range of potential solutions to complex business problems. Today customers expect seamless and personalized experiences that allow them to interact with brands across touchpoints.

The creative design process is more than just creating services and products, it goes beyond generic solutions and can be effectively applied to systems, procedures, protocols, and customer experiences. In the competitive landscape, enterprises must put creative product design at the core of their business to drive customer loyalty. Brands should assess their design maturity and follow next-gen design thinking approaches to deliver superior, design-led digital experiences that drive business outcomes.

Design thinking is about putting yourself in the shoes of the customer, understanding their needs and frustrations. Design thinking methodology is not problem-focused, it is solution and action-focused and involves both analysis and imagination. By adopting design thinking principles, companies can develop new low-cost working prototypes for various needs and test them in real-time. A successful design thinking process puts the customer first and connects with them on an emotional level. 46% of design leaders say that creating an emotional bond with consumers is one of the defining characteristics of advanced design practice.

How a human-centric design thinking process delivers value

The design thinking process is an iterative, non-linear cycle involving a deep understanding of customers’ unmet needs within the context of a specific problem. The design thinking discovery process incorporates the following principles that work best when used iteratively and in combination with each other.


  1. Empathize: Understand the path of the customer
  2. Analyze: Identify friction and pain points
  3. Ideate: Brainstorm solutions and look for cross-industry inspiration
  4. Prototype: Prioritize ideas and bring definition to the solution
  5. Test: Take the prototypes to the end-users for feedback

Creative Discovery

Human-centered creative discovery approach for software development and design has less focus on hardware and product deployment, and pays more attention to UX that customers will engage with during product usage. The three building blocks of creative discovery are:

  • What goes in it?

Feature set: The feature set includes simple guides to create a usable mobile product. The list of all the features the users may be interested in is created. Followed by the creation of an app definition statement. An app definition statement is a concise, concrete declaration of a product’s main purpose and its intended audience.

  • How will it work?

UX: The process of determining how a user will go about completing a task. This includes refining the newly created featured set, competitive analysis of the feature set followed by the creation of UX wireframes.

  • What will it look like?

UI: The graphic design elements of the product, including transitions and micro interactions, are designed.

Rocksbee’s approach to the Creative Application and Digital Product Design process

Creative product design process becomes real when it is embodied in the team. Design does not end when services or products are launched—it should be incorporated into the customer experience and continuously analyzed to refine and enhance the human experience. Rocksbee’s creative experiences incorporate UX design and development best practices into every step of the application development process. We deliver on three primary activities to initiate a creative design engagement. 1) Creative discovery 2) User experience research 3) Design thinking workshops


While there is much road to travel between today’s capabilities and the emerging vision of the digital future, enterprises should embrace and integrate the creative product design process throughout the digital transformation journey. Experiences that result from the creative product design process are not superficial but enable changes to be made for supporting people, process, and technology. The new CX that arises requires integration and reorchestration of how business relates to customers on all channels. Through an iterative process of observation, ideation, rapid prototyping, and testing, Rocksbee’s creative services blend innovative digital technologies with human-centered design expertise to create meaningful experiences that people love to use. Connect with Rocksbee to design 5-star rating worthy apps and shape digital experiences of the future.