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<html><body><p style="text-align:justify;">Th&#7883; tr&#432;&#7901;ng kh&ocirc;ng ng&#7915;ng bi&#7871;n &#273;&#7893;i m&#7895;i ng&agrave;y v&agrave; c&#7841;nh tranh kh&#7889;c li&#7879;t v&#7899;i nhau, &#273;i&#7873;u n&agrave;y &#273;&ograve;i h&#7887;i doanh nghi&#7879;p lu&ocirc;n ph&#7843;i nghi&ecirc;n c&#7913;u v&agrave; cho ra m&#7855;t nh&#7919;ng s&#7843;n ph&#7849;m m&#7899;i li&ecirc;n t&#7909;c &#273;&#7875; &#273;&aacute;p &#7913;ng nhu c&#7847;u c&#7911;a kh&aacute;ch h&agrave;ng. Tuy nhi&ecirc;n, c&oacute; r&#7845;t nhi&#7873;u th&aacute;ch th&#7913;c v&agrave; r&#7911;i ro m&agrave; c&aacute;c doanh nghi&#7879;p ph&#7843;i &#273;&#7889;i m&#7863;t trong su&#7889;t qu&aacute; tr&igrave;nh ph&aacute;t tri&#7875;n s&#7843;n ph&#7849;m m&#7899;i: t&#432; duy l&#7889;i m&ograve;n trong qu&aacute; tr&igrave;nh s&aacute;ng t&#7841;o ra &yacute; t&#432;&#7903;ng m&#7899;i, &#273;&aacute;nh gi&aacute; nhu c&#7847;u kh&aacute;ch h&agrave;ng m&#7897;t c&aacute;ch c&#7843;m t&iacute;nh. H&#7879; l&#7909;y l&agrave; s&#7843;n ph&#7849;m m&#7899;i t&#7841;o ra kh&ocirc;ng hi&#7879;u qu&#7843;, kh&ocirc;ng &#273;&#432;&#7907;c kh&aacute;ch h&agrave;ng &#432;a th&iacute;ch d&#7851;n &#273;&#7871;n doanh s&#7889; r&#7899;t kh&ocirc;ng phanh, doanh nghi&#7879;p b&#7883; tr&igrave; ho&atilde;n.</p><p style="text-align:justify;">B&ecirc;n c&#7841;nh &#273;&oacute;, trong b&#7889;i c&#7843;nh t&#432;&#417;ng lai kh&ocirc;ng th&#7875; &#273;o&aacute;n &#273;&#432;&#7907;c, doanh nghi&#7879;p c&agrave;ng k&#7923; v&#7885;ng ki&#7875;m so&aacute;t quy tr&igrave;nh ph&aacute;t tri&#7875;n s&#7843;n ph&#7849;m m&#7899;i &#273;&aacute;p &#7913;ng k&#7923; v&#7885;ng kh&aacute;ch h&agrave;ng m&#7897;t c&aacute;ch ch&#7863;t ch&#7869;. C&oacute; m&#7897;t ph&#432;&#417;ng ph&aacute;p &#273;&#432;&#7907;c nhi&#7873;u doanh nghi&#7879;p to&agrave;n c&#7847;u, nh&#432; Pepsi, Nike, Apple, Google, Uber v&agrave; Facebook &aacute;p d&#7909;ng &#273;&#7875; ph&aacute;t tri&#7875;n n&#259;ng l&#7921;c l&atilde;nh &#273;&#7841;o cho nh&acirc;n s&#7921;. Ch&iacute;nh l&agrave; ph&#432;&#417;ng ph&aacute;p Design Thinking - t&#432; duy thi&#7871;t k&#7871;</p><p style="text-align:justify;">Design Thinking l&agrave; qu&aacute; tr&igrave;nh t&#432; duy nh&#7857;m ti&#7871;p c&#7853;n v&agrave; gi&#7843;i quy&#7871;t v&#7845;n &#273;&#7873; d&#7921;a tr&ecirc;n t&#432; duy h&igrave;nh &#7843;nh &#273;&#7875; h&#7919;u h&igrave;nh h&oacute;a gi&#7843;i ph&aacute;p. Cho d&ugrave; v&#7845;n &#273;&#7873; &#273;&#417;n gi&#7843;n hay ph&#7913;c t&#7841;p, &#273;&#7863;c bi&#7879;t l&agrave; c&aacute;c v&#7845;n &#273;&#7873; tr&#7915;u t&#432;&#7907;ng, kh&oacute; d&#7921; t&iacute;nh trong t&#432;&#417;ng lai, Design Thinking v&#7851;n gi&uacute;p b&#7841;n gi&#7843;i quy&#7871;t &#273;&#432;&#7907;c b&#7857;ng c&aacute;ch hi&#7875;u s&acirc;u c&aacute;c v&#7845;n &#273;&#7873; li&ecirc;n quan &#273;&#7871;n con ng&#432;&#7901;i, c&aacute;ch ti&#7871;p c&#7853;n th&#7921;c t&#7871; b&#7857;ng t&#432; duy h&igrave;nh &#7843;nh v&agrave; c&aacute;c ph&#432;&#417;ng th&#7913;c ki&#7875;m tra.</p><p style="text-align:justify;">M&#7897;t quy tr&igrave;nh Design Thinking bao g&#7891;m 5 b&#432;&#7899;c: Empathize - Define problem - Ideate - Prototype - Test. V&#7899;i 5 b&#432;&#7899;c n&agrave;y, nh&agrave; l&atilde;nh &#273;&#7841;o c&oacute; th&#7875; thi&#7871;t k&#7871; ra c&aacute;c ph&#432;&#417;ng ph&aacute;p c&#7909; th&#7875; v&agrave; kh&#7843; thi &#273;&#7875; gi&#7843;i quy&#7871;t v&#7845;n &#273;&#7873; c&#7911;a doanh nghi&#7879;p m&igrave;nh.</p><h3 style="text-align:justify;">1. &#272;&#7891;ng c&#7843;m (Empathize)</h3><p>Design Thinking t&igrave;m ki&#7871;m gi&#7843;i ph&aacute;p t&#7915; ch&iacute;nh t&#432; duy c&#7911;a ng&#432;&#7901;i tr&#7921;c ti&#7871;p d&ugrave;ng s&#7843;n ph&#7849;m. &#272;i&#7873;u n&agrave;y &#273;&ograve;i h&#7887;i nh&agrave; l&atilde;nh &#273;&#7841;o ph&#7843;i t&igrave;m hi&#7875;u nhi&#7873;u h&#417;n v&#7873; ng&agrave;nh c&#7911;a m&igrave;nh, th&ocirc;ng qua c&aacute;c s&#7889; li&#7879;u nghi&ecirc;n c&#7913;u th&#7883; tr&#432;&#7901;ng, vi&#7879;c quan s&aacute;t, tr&#7843;i nghi&#7879;m th&#7921;c t&#7871; trong t&igrave;nh hu&#7889;ng c&#7911;a kh&aacute;ch h&agrave;ng, &#273;&#7875; c&oacute; c&#7843;m nh&#7853;n s&acirc;u s&#7855;c v&agrave; t&#432; duy h&#7907;p l&yacute; h&#417;n. T&#7915; &#273;&oacute; bi&#7871;t &#273;&#432;&#7907;c kh&oacute; kh&#259;n v&agrave; &#273;&#7897;ng l&#7921;c ti&#7873;m &#7849;n c&#7911;a kh&aacute;ch h&agrave;ng tr&#432;&#7899;c v&#7845;n &#273;&#7873; &#273;&oacute; l&agrave; g&igrave;. &#272;&#7891;ng c&#7843;m l&agrave; &#273;i&#7873;u c&#7889;t y&#7871;u trong Design Thinking, n&oacute; cho ph&eacute;p nh&agrave; l&atilde;nh &#273;&#7841;o &#273;&#7863;t sang m&#7897;t b&ecirc;n nh&#7919;ng nh&#7853;n &#273;&#7883;nh ch&#7911; quan c&#7911;a m&igrave;nh, &#273;&#7875; &#273;&#7841;t &#273;&#7871;n s&#7921; th&#7845;u hi&#7875;u s&acirc;u s&#7855;c v&#7873; kh&aacute;ch h&agrave;ng v&agrave; nhu c&#7847;u c&#7911;a h&#7885;.</p><p style="text-align:justify;">V&iacute; d&#7909;, trong l&#297;nh v&#7921;c c&ocirc;ng ngh&#7879; v&agrave; &#273;i&#7879;n t&#7917;, tr&#7843;i qua qu&aacute; tr&igrave;nh nghi&ecirc;n c&#7913;u, ph&acirc;n t&iacute;ch, l&#7855;ng nghe v&agrave; th&#7845;u hi&#7875;u kh&aacute;ch h&agrave;ng ti&#7873;m n&#259;ng, b&#7841;n ph&aacute;t hi&#7879;n ra h&#7885; c&oacute; nhu c&#7847;u v&#7873; nh&#7919;ng chi&#7871;c &#273;i&#7879;n tho&#7841;i c&ocirc;ng ngh&#7879; cao nh&#7857;m ti&#7879;n l&#7907;i h&#417;n cho vi&#7879;c s&#7917; d&#7909;ng, v&agrave; quan tr&#7885;ng h&#417;n l&agrave; nhu c&#7847;u ch&#7913;ng t&#7887; b&#7843;n th&acirc;n v&agrave; th&#7875; hi&#7879;n ni&#7873;m &#273;am m&ecirc; v&#7899;i c&ocirc;ng ngh&#7879; qua vi&#7879;c s&#7903; h&#7919;u m&#7897;t chi&#7871;c &#273;i&#7879;n tho&#7841;i c&ocirc;ng ngh&#7879; cao. T&#7915; nhu c&#7847;u &#273;&oacute; b&#7841;n c&oacute; th&#7875; b&#7855;t &#273;&#7847;u &#273;i s&acirc;u h&#417;n v&agrave;o c&aacute;c ph&#432;&#417;ng ph&aacute;p tri&#7875;n khai s&#7843;n ph&#7849;m m&#7899;i.</p><h3 style="text-align:justify;">2. X&aacute;c &#273;&#7883;nh v&#7845;n &#273;&#7873; (Define problem)</h3><p style="text-align:justify;">Trong b&#432;&#7899;c X&aacute;c &#272;&#7883;nh V&#7845;n &#272;&#7873;, c&aacute;c d&#7919; li&#7879;u v&agrave; th&ocirc;ng tin thu th&#7853;p &#273;&#432;&#7907;c &#7903; b&#432;&#7899;c &#272;&#7891;ng c&#7843;m s&#7869; &#273;&#432;&#7907;c t&#7893;ng h&#7907;p, li&ecirc;n k&#7871;t l&#7841;i v&#7899;i nhau &#273;&#7875; ph&acirc;n t&iacute;ch v&agrave; x&aacute;c &#273;&#7883;nh tr&#7885;ng t&acirc;m c&#7911;a v&#7845;n &#273;&#7873;. &#7902; b&#432;&#7899;c n&agrave;y, ch&#7911; doanh nghi&#7879;p n&ecirc;n nh&igrave;n nh&#7853;n v&#7845;n &#273;&#7873; v&#7899;i vi&#7879;c l&#7845;y con ng&#432;&#7901;i l&agrave;m trung t&acirc;m. L&#7889;i t&#432; duy n&agrave;y nh&#7845;n m&#7841;nh v&agrave;o vi&#7879;c x&aacute;c &#273;&#7883;nh v&agrave; ph&acirc;n t&iacute;ch v&#7845;n &#273;&#7873; c&#7889;t l&otilde;i, t&#7915; &#273;&oacute; &#273;&#432;a ra gi&#7843;i ph&aacute;p t&#7889;t nh&#7845;t.</p><p style="text-align:justify;">L&#7845;y v&iacute; d&#7909;, thay v&igrave; x&aacute;c &#273;&#7883;nh v&#7845;n &#273;&#7873; theo mong mu&#7889;n c&aacute; nh&acirc;n c&#7911;a ch&#7911; doanh nghi&#7879;p ho&#7863;c theo nhu c&#7847;u c&#7911;a doanh nghi&#7879;p, nh&#432; l&agrave; &ldquo;Ch&uacute;ng ta c&#7847;n t&#259;ng 5% th&#7883; ph&#7847;n s&#7843;n ph&#7849;m th&#7921;c ph&#7849;m &#7903; ph&acirc;n kh&uacute;c c&aacute;c teen n&#7919;,&rdquo; th&igrave; c&oacute; c&aacute;ch t&#7889;t h&#417;n nhi&#7873;u l&agrave; &#273;&#7883;nh ngh&#297;a v&#7845;n &#273;&#7873; th&agrave;nh, &ldquo;C&aacute;c teen n&#7919; c&#7847;n &#259;n th&#7913;c &#259;n b&#7893; d&#432;&#7905;ng &#273;&#7875; ph&aacute;t tri&#7875;n to&agrave;n di&#7879;n, kh&#7887;e m&#7841;nh h&#417;n.&rdquo;</p><p style="text-align:justify;">Ngo&agrave;i ra, ch&#7911; doanh nghi&#7879;p c&ograve;n c&oacute; th&#7875; ph&aacute;c th&#7843;o ra s&#417; &#273;&#7891; li&ecirc;n k&#7871;t gi&#7919;a nh&#7919;ng d&#7921; b&aacute;o, c&aacute;c th&#7917; th&aacute;ch, t&igrave;nh tr&#7841;ng hi&#7879;n t&#7841;i c&#7911;a v&#7845;n &#273;&#7873; v&agrave; c&#7843; m&#7909;c ti&ecirc;u mu&#7889;n &#273;&#7841;t &#273;&#7871;n. T&#7915; s&#417; &#273;&#7891; n&agrave;y, b&#7841;n c&oacute; th&#7875; &#273;i&#7873;u ch&#7881;nh &#273;&#7875; &#273;&#7897;i ng&#361; c&#7911;a m&igrave;nh &#273;i theo &#273;&uacute;ng h&#432;&#7899;ng.</p><h3 style="text-align:justify;">3. T&igrave;m &yacute; t&#432;&#7903;ng (Ideate)</h3><p style="text-align:justify;">&#7902; b&#432;&#7899;c th&#7913; ba c&#7911;a quy tr&igrave;nh Design Thinking, t&#432; duy c&#7911;a b&#7841;n &#273;&atilde; s&#7861;n s&agrave;ng &#273;&#7875; t&#7841;o ra c&aacute;c &yacute; t&#432;&#7903;ng s&aacute;ng t&#7841;o. V&#7899;i n&#7873;n t&#7843;ng th&ocirc;ng tin v&agrave; s&#7921; &#273;&#7891;ng c&#7843;m c&oacute; &#273;&#432;&#7907;c t&#7915; 2 b&#432;&#7899;c &#272;&#7891;ng c&#7843;m v&agrave; X&aacute;c &#273;&#7883;nh v&#7845;n &#273;&#7873;, ch&#7911; doanh nghi&#7879;p c&oacute; th&#7875; b&#7855;t &#273;&#7847;u &ldquo;think outside the box&rdquo; &#273;&#7875; kh&aacute;m ph&aacute; ra c&aacute;c gi&#7843;i ph&aacute;p m&#7899;i m&#7867; v&agrave; s&aacute;ng t&#7841;o cho v&#7845;n &#273;&#7873;. C&oacute; r&#7845;t nhi&#7873;u ph&#432;&#417;ng ph&aacute;p t&#432; duy b&#7893; tr&#7907; cho b&#432;&#7899;c n&agrave;y nh&#432;: Brainstorm, Brainwrite, Worst Possible Idea, SCAMPER. &#272;i&#7873;u quan tr&#7885;ng &#7903; b&#432;&#7899;c n&agrave;y l&agrave; t&#7841;o ra c&agrave;ng nhi&#7873;u &yacute; t&#432;&#7903;ng v&agrave; gi&#7843;i ph&aacute;p c&agrave;ng t&#7889;t. Ch&#7911; doanh nghi&#7879;p n&ecirc;n ch&#7885;n m&#7897;t s&#7889; ph&#432;&#417;ng ph&aacute;p &#273;&#7875; nghi&ecirc;n c&#7913;u v&agrave; ki&#7875;m tra t&iacute;nh kh&#7843; thi c&#7911;a &yacute; t&#432;&#7903;ng, t&#7915; &#273;&oacute; t&igrave;m ra &#273;&#432;&#7907;c c&aacute;ch t&#7889;t nh&#7845;t.</p><h3 style="text-align:justify;">4. Thi&#7871;t k&#7871; m&#7851;u &#273;&#7875; h&#7919;u h&igrave;nh h&oacute;a &yacute; t&#432;&#7903;ng (Prototype)</h3><p style="text-align:justify;">&#272;&acirc;y l&agrave; b&#432;&#7899;c m&agrave; b&#7841;n s&#7869; h&#7919;u h&igrave;nh h&oacute;a c&aacute;c &yacute; t&#432;&#7903;ng c&#7911;a m&igrave;nh b&#7857;ng nh&#7919;ng m&ocirc; h&igrave;nh hay s&#7843;n ph&#7849;m m&#7851;u, t&#7915; &#273;&oacute; c&oacute; th&#7875; nghi&ecirc;n c&#7913;u t&igrave;m ki&#7871;m c&aacute;c gi&#7843;i ph&aacute;p t&#7889;t nh&#7845;t cho t&#7915;ng v&#7845;n &#273;&#7873; &#273;&atilde; &#273;&#7863;t ra &#7903; 3 b&#432;&#7899;c tr&#432;&#7899;c. C&aacute;c s&#7843;n ph&#7849;m m&#7851;u t&#7841;i b&#432;&#7899;c n&agrave;y c&oacute; th&#7875; l&agrave;: s&#7843;n ph&#7849;m th&#7913;c u&#7889;ng (n&#7871;u b&#7841;n &#273;ang l&agrave;m trong l&#297;nh v&#7921;c F&amp;B), demo kh&oacute;a h&#7885;c (n&#7871;u l&agrave;m l&#297;nh v&#7921;c v&#7873; training &amp; coaching),... Qua vi&#7879;c nghi&ecirc;n c&#7913;u, ki&#7875;m tra v&agrave; ph&aacute;t tri&#7875;n d&#7921;a tr&ecirc;n tr&#7843;i nghi&#7879;m v&agrave; nhu c&#7847;u c&#7911;a kh&aacute;ch h&agrave;ng m&agrave; doanh nghi&#7879;p lo&#7841;i b&#7887; d&#7847;n c&aacute;c s&#7843;n ph&#7849;m kh&ocirc;ng &#273;&#7841;t y&ecirc;u c&#7847;u. &#7902; b&#432;&#7899;c n&agrave;y, doanh nghi&#7879;p s&#7869; nh&#7853;n th&#7913;c &#273;&#432;&#7907;c nh&#7919;ng h&#7841;n ch&#7871;, c&aacute;c v&#7845;n &#273;&#7873; hi&#7879;n h&#7919;u c&#7911;a s&#7843;n ph&#7849;m r&otilde; h&#417;n, t&#7915; &#273;&oacute; kh&ocirc;ng ng&#7915;ng c&#7843;i ti&#7871;n s&#7843;n ph&#7849;m t&#7889;t h&#417;n.</p><h3 style="text-align:justify;">5. Ki&#7875;m tra (Test)</h3><p style="text-align:justify;">&#272;&acirc;y l&agrave; b&#432;&#7899;c cu&#7889;i c&ugrave;ng c&#7911;a quy tr&igrave;nh 5 b&#432;&#7899;c, nh&#432;ng trong m&#7897;t qu&aacute; tr&igrave;nh Design Thinking th&#7921;c t&#7871;, b&#432;&#7899;c n&agrave;y th&#432;&#7901;ng l&#7863;p &#273;i l&#7863;p l&#7841;i. Th&#7853;m ch&iacute; trong su&#7889;t giai &#273;o&#7841;n n&agrave;y, c&#7847;n ph&#7843;i li&ecirc;n t&#7909;c th&#7917; nghi&#7879;m v&agrave; thu th&#7853;p ph&#7843;n h&#7891;i t&#7915; ng&#432;&#7901;i d&ugrave;ng &#273;&#7875; ti&#7871;p t&#7909;c c&#7843;i ti&#7871;n s&#7843;n ph&#7849;m, d&#7883;ch v&#7909;. C&aacute;c ph&#7843;n h&#7891;i l&agrave; y&#7871;u t&#7889; quan tr&#7885;ng &#273;&#7875; ph&aacute;t tri&#7875;n v&agrave; ho&agrave;n thi&#7879;n gi&#7843;i ph&aacute;p. V&igrave; gi&#7843;i ph&aacute;p c&oacute; th&#7875; ph&ugrave; h&#7907;p h&ocirc;m nay nh&#432;ng l&#7841;i tr&#7903; n&ecirc;n v&ocirc; d&#7909;ng v&agrave;o h&ocirc;m sau. V&igrave; v&#7853;y, ch&#7911; doanh nghi&#7879;p c&#7847;n b&aacute;m s&aacute;t th&#7921;c t&#7871; v&agrave; &#273;&#7843;m b&#7843;o c&oacute; nh&#7919;ng thay &#273;&#7893;i ph&ugrave; h&#7907;p &#273;&#7875; t&#7841;o ra nh&#7919;ng s&#7843;n ph&#7849;m th&#7921;c s&#7921; ch&#7845;t l&#432;&#7907;ng v&agrave; gi&#7843;i quy&#7871;t &#273;&#432;&#7907;c c&aacute;c v&#7845;n &#273;&#7873; c&#7911;a kh&aacute;ch h&agrave;ng.</p><p style="text-align:justify;">Design thinking l&agrave; 1 v&ograve;ng l&#7863;p &#273;&#432;&#7907;c th&#7921;c hi&#7879;n li&ecirc;n t&#7909;c, ch&#7881; c&#7847;n ch&#7911; doanh nghi&#7879;p h&#432;&#7901;m h&#432;&#7901;m 1 &yacute; t&#432;&#7903;ng s&#7843;n ph&#7849;m c&oacute; kh&#7843; n&#259;ng chi&#7871;n th&#7855;ng 60% l&agrave; c&oacute; th&#7875; thi&#7871;t k&#7871; m&#7851;u &amp; test v&#7899;i kh&aacute;ch h&agrave;ng, v&agrave; c&#7843;i ti&#7871;n li&ecirc;n t&#7909;c s&#7869; d&#7921;a tr&ecirc;n n&#7873;n t&#7843;ng ph&#7843;n h&#7891;i th&#7921;c t&#7871;. Design thinking kh&ocirc;ng nh&#7919;ng gi&uacute;p s&aacute;ng t&#7841;o ra gi&#7843;i ph&aacute;p &#273;&#7897;t ph&aacute; m&agrave; c&ograve;n gi&uacute;p &#273;&#7849;y nhanh quy tr&igrave;nh tung s&#7843;n ph&#7849;m n&oacute;i ri&ecirc;ng.</p></body></html>


Mai Anh Nguyễn

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Design Thinking - Giải pháp tư duy thiết kế đột phá mọi xu hướng thời đại

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