Cómo Apple pasó de $0 a $2 billones utilizando Design Thinking

“La mayoría de las personas cometen el error de pensar que el diseño es ‘lo que parece’. Eso no es lo que nosotros creemos que el diseño es. No es sólo lo que parece y lo que se siente. El diseño es cómo funciona.” – Steve Jobs
Si hablamos de Design Thinking, no podemos evitar mencionar a Apple.
La marca es muy conocida por utilizar esta metodología en su proceso de diseño y desarrollo de productos por medio de la simplicidad.
Apple vio soluciones que nadie había visto antes, lo que los llevó a tener una gran ventaja ante sus competidores y ser el gigante que es hoy en día, todo ello gracias al Design Thinking.
¿Qué es Design Thinking?
Es una metodología ágil utilizada para desarrollar el pensamiento creativo en los equipos de trabajo. Está centrado en las necesidades del usuario y ayuda entender lo que los consumidores están buscando como solución a sus problemas.
Este pensamiento ayudó a Apple a innovar y ser el líder en poner a sus consumidores como centro del proceso de diseño.
Se puede desarrollar fácilmente en cinco pasos. Para que sea más sencillo de entender, te lo explicaremos con el caso de éxito del iPod.

Empatizar
Vender un producto consiste en resolver los problemas de los clientes. Si no entiendes al cliente, no puedes venderle el producto que necesita.
Para construir un buen producto, debemos comprender, pensar y sentirnos como el cliente. Se puede realizar por medio de la observación de los usuarios en su entorno natural y recopilando información.
El equipo de Apple lo entendía muy bien, ya que Steve Jobs era un fanático de la música y había pasado horas recolectando copias de sus canciones favoritas. Sacando así una gran ventaja ante sus competidores.
Definir
Luego de pensar como el cliente, Apple pudo comprender los problemas que enfrentan otros consumidores de reproductores de MP3 portátiles y llegaron a la conclusión que los usuarios necesitaban un reproductor de música pequeño y fácil de usar con batería de larga duración.
Empezaron enfocándose en un segmento de clientes específico: adolescentes y adultos jóvenes, para que así sea más fácil concentrarse en satisfacer sus necesidades.
Steve Jobs dejó en claro que no tenía como objetivo diseñar el mejor reproductor de música, sino ayudar a los clientes a hacer un mínimo esfuerzo para tener a su alcance todas las canciones que les gustan, sin nada que se interponga en su camino para escuchar música.
Idear
La mayoría de fabricantes de reproductores de música portátiles tenían una gran lista de funciones, haciendo que los usuarios no comprendan cómo usar el producto.
Steve Jobs revolucionó esto al crear un dispositivo que tenga pocas funciones. Le pidió a su equipo que eliminara el máximo de funciones del dispositivo y redujo el tamaño para que sea fácil de usar y llevar a cualquier lugar.
Así la gente compraría el iPod para ahorrar tiempo y evitar pensar al usarlo. Si un producto hace pensar mucho al usuario, buscará otras opciones más sencillas.
Prototipar
Luego de encontrar la solución, era hora de ponerlo en práctica.
Crearon un prototipo en el que si una persona quería escuchar una canción, debían poder hacerlo en 3 clics. Steve Jobs probó el prototipo, y si encontraba problemas para descubrir cómo navegar en el iPod, su equipo tendría que rediseñarlo.
El equipo de Apple presentó la opción de que el dispositivo tenga una rueda, y al girarla con el pulgar, el usuario podía desplazarse por la lista de canciones a la velocidad que quisiera en pocos segundos. La idea que los llevó al éxito.
Prueba
En esta fase el usuario fue el experto.
Luego de realizar pruebas e investigaciones, Apple notó que los usuarios querían un dispositivo que los haga sentir únicos y geniales.
Es así que luego de recibir un feedback por parte de los usuarios, tomaron estas decisiones:
- El color sería blanco: La mayoría de MP3 portátiles eran de color negro, y los clientes querían sentirse diferentes. El color blanco representó simplicidad.
- Cubierta trasera de acero inoxidable: La mayoría de MP3 portátiles estaban hechos de plástico.
- Auriculares blancos: Mientras que todos los auriculares eran negros, Apple hizo la diferencia, haciéndose notar.
- iTunes Store: Apple vendería versiones digitales de canciones, haciendo que las personas sientan que aman la música y por ello rechazan las compras piratas.
Es importante recordar que las marcas ayudan a las personas a mostrar su identidad, pese a que un cliente mencione que compró un MP3 para disfrutar la música, las investigaciones de Apple demostraron lo contrario, que compraban el iPod para presumir ser diferentes, algo que la marca supo aprovechar.
Lo que hizo diferente a Apple
Hasta el día de hoy los productos de Apple son los más fáciles de usar del mercado. Te explicamos porqué a continuación:
Productos bien diseñados
A Apple le interesa que su producto luzca y funcione bien. Por ello, crearon una interfaz y diseño simple, para que sea fácil de usar.
Calidad por encima de cantidad
Steve Jobs cerró sus nuevas líneas de productos para concentrarse en diseñar correctamente sus 3 productos principales.
Experiencia inolvidable
Involucrar al cliente es fundamental. Cada diseño de Apple tiene en cuenta de que la experiencia del cliente sea inolvidable en base a los principios del diseño.
Involucrar al cliente
Los clientes participaron en el proceso de prueba, para dar retroalimentación y mejorar el desarrollo del producto.
Este proceso les hizo ahorrar esfuerzo, tiempo y dinero.
La importancia de escuchar a los clientes
Apple identificó que las personas necesitaban un teléfono inteligente, bueno y bonito, por ello, creó los iPhone.
Cada vez que Apple lanza un nuevo iphone, este tiene mejoras y es más innovador que el anterior. Esto lo hacen para satisfacer las necesidades de sus consumidores.
Por ejemplo, el iPhone 14 es una versión mucho más avanzada que el iPhone 4, ya que está enfocada en las necesidades actuales de los usuarios.

Así mismo, cuando notaron que a las personas les incomodaba usar auriculares grandes y con cables que eran muy fáciles de enredar, aplicaron el Design Thinking y crearon prototipos de auriculares inalámbricos con Bluetooth, los Airpods. Luego de pasar por el proceso de prueba, diseñaron el Airpod Pros, una versión más avanzada que los llevó a tener 2 nuevos productos exitosos.
Ahora las personas ya no tienen que preocuparse por tener más cables enredados.
El Design Thinking que aplicó Steve Jobs ayudó a Apple a tener productos innovadores y deseados por el público, además de ser líderes en el sector tecnológico con sus productos y sistemas como: iPhone, iMac, MacBook, AirPods, Apple Watch, Apple TV, iOS, iCloud, FaceTime, entre otros que estamos seguros has oído o usado.
El resultado de escuchar a sus usuarios los llevó a ser una marca que empezó con una gran idea a tener un patrimonio de 2 billones de dólares.
No podemos esperar a ver qué nuevos productos tienen preparados para nosotros.
¡INNOVA Y LIDERA PROYECTOS CON DESIGN THINKING!
Aprende la metodología que llevó a Apple al éxito en nuestro curso de Design Thinking Professional y aplícalo en tu vida profesional.
¿Quieres aprender más sobre metodologías ágiles?
Ingresa a nuestra web y descubre todos los cursos que tenemos para ti.
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