Design thinking in communication
Applying design principles to create user-centric internal messaging strategies and tools.
In an era where engagement and relevance are critical to organisational success, design thinking in communication has emerged as a powerful approach. By applying the principles of design—empathy, ideation, prototyping, and iteration—this methodology transforms internal messaging into user-centric strategies that truly resonate with employees.
This in-depth guide explores the fundamentals of design thinking in communication, its benefits, and actionable strategies for applying it to internal messaging. Whether you're a beginner or a seasoned communicator, you'll find valuable insights for enhancing communication through design principles.
What is design thinking in communication?
Design thinking in communication is the application of design principles and processes to create internal messages, tools, and strategies that prioritise the needs of employees. It shifts the focus from what an organisation wants to say to what employees need to hear and how they experience communication.
The core elements of design thinking in communication include:
Empathy: Understanding the needs, preferences, and pain points of employees.
Define: Identifying communication challenges and goals.
Ideate: Generating creative and innovative messaging strategies.
Prototype: Testing communication tools, channels, and messages.
Iterate: Continuously improving communication based on feedback and performance.
Why design thinking matters in internal communication
1. Enhances employee engagement
Design thinking creates messages that resonate with employees, fostering stronger connections and participation.
2. Addresses communication gaps
By focusing on employee needs, design thinking identifies and bridges gaps in messaging or delivery.
3. Drives innovation
The iterative process encourages creative problem-solving and the exploration of new communication methods.
4. Builds trust and transparency
User-centric communication demonstrates that the organisation values employee input and prioritises their needs.
5. Improves communication effectiveness
Prototyping and feedback loops ensure that messages are clear, relevant, and actionable.
Principles of design thinking in communication
1. Employee-first mindset
Prioritise the experiences, challenges, and expectations of employees when crafting communication strategies.
2. Iterative approach
View communication as a dynamic process that evolves based on feedback and changing needs.
3. Collaboration
Involve employees, managers, and leaders in co-creating messaging strategies.
4. Simplicity and clarity
Design communication tools and messages that are intuitive and easy to understand.
5. Flexibility
Adapt messages to diverse employee groups, ensuring inclusivity and relevance.
Strategies for applying design thinking in communication
1. Conduct empathy mapping
Identify employee personas and understand their specific needs, preferences, and communication challenges.
2. Define clear objectives
Outline the goals of your communication strategy, ensuring they align with organisational priorities and employee expectations.
3. Prototype communication tools
Create and test different formats, such as videos, infographics, or interactive dashboards, to determine what works best.
4. Gather feedback
Use surveys, focus groups, or analytics to evaluate the effectiveness of your communication efforts and refine them.
5. Iterate continuously
Treat communication as a living process by making ongoing adjustments based on employee input and performance metrics.
6. Leverage technology
Adopt platforms like tchop™, which supports multimedia messaging and feedback integration, to enhance communication efforts.
Examples of design thinking in communication
Example 1: Redesigning onboarding communication
Scenario: A company identified that new employees struggled to understand their onboarding materials.
Approach: The HR team applied design thinking by interviewing recent hires, testing interactive onboarding tools, and refining messages based on feedback.
Outcome: Employee satisfaction with onboarding increased by 40%, leading to faster role acclimation.
Example 2: Improving cross-departmental updates
Scenario: Employees found monthly updates from leadership overwhelming and difficult to digest.
Approach: The organisation developed bite-sized videos and infographics, testing them with focus groups to refine content delivery.
Outcome: Engagement with updates improved significantly, with employees reporting better understanding and retention.
Tools for design thinking in communication
Here are some tools to facilitate the design thinking process in internal communication:
tchop™: Combines content creation, sharing, and employee feedback in a single platform.
Miro or MURAL: Enables virtual collaboration for brainstorming and empathy mapping.
Canva: Helps create visually engaging prototypes such as infographics or presentations.
SurveyMonkey or Typeform: Collects employee feedback for testing and iteration.
Google Workspace or Microsoft Teams: Supports collaborative communication strategy development.
Challenges in using design thinking in communication and solutions
1. Resistance to change
Employees or leaders may hesitate to adopt new communication methods.
Solution: Demonstrate the value of design thinking by highlighting early successes and involving stakeholders in the process.
2. Time constraints
Applying design thinking can be time-intensive.
Solution: Start small with pilot projects and scale as you gain confidence and results.
3. Resource limitations
Smaller teams may lack the resources for extensive prototyping or iteration.
Solution: Leverage cost-effective tools and focus on high-impact changes.
Benefits of design thinking in communication
For employees
Receives tailored, relevant, and engaging messages.
Experiences improved clarity and accessibility of information.
Feels valued and included in organisational decisions.
For leaders
Gains deeper insights into employee needs and preferences.
Enhances the effectiveness of communication strategies.
Builds stronger connections with teams.
For organisations
Drives alignment between employees and organisational goals.
Improves overall communication efficiency and engagement.
Fosters a culture of innovation and continuous improvement.
Final thoughts
Design thinking revolutionises internal communication by placing employees at the heart of the process. By focusing on empathy, collaboration, and continuous improvement, organisations can craft messages and tools that truly resonate, fostering engagement and alignment across teams.
Adopting a design-thinking mindset ensures that communication evolves with the needs of the workforce, driving better outcomes and building a stronger organisational culture. It’s time to reimagine communication not just as a means to convey information, but as an experience designed to inspire, educate, and connect.
FAQs: Design thinking in communication
How does design thinking differ from traditional communication methods?
Design thinking focuses on empathy and user-centricity, ensuring that messages address the specific needs, preferences, and challenges of employees. Traditional communication often prioritises top-down dissemination of information without necessarily tailoring it to the audience’s experiences or feedback.
What industries benefit the most from applying design thinking to communication?
While design thinking can benefit all industries, it is particularly impactful in:
Technology: Fostering innovative and collaborative messaging.
Healthcare: Simplifying complex information for diverse audiences.
Education: Creating engaging, learner-focused content.
Retail: Aligning internal communication with customer-centric goals.
Can small businesses implement design thinking in communication?
Yes, small businesses can implement design thinking by starting with small-scale projects. For example, they can use employee surveys to identify pain points and create simple prototypes, like infographics or video updates, tailored to their team’s needs.
What role does feedback play in design thinking communication?
Feedback is a cornerstone of design thinking, as it ensures communication strategies are continually refined. Employee input helps identify gaps, assess the effectiveness of prototypes, and drive improvements that make messaging more impactful and relevant.
What are the main challenges of applying design thinking in communication?
Key challenges include:
Resistance to change: Employees or leadership may prefer familiar methods.
Resource constraints: Small teams may struggle to allocate time or tools.
Iteration fatigue: Frequent adjustments may lead to frustration if not managed effectively.
How can design thinking improve remote team communication?
Design thinking improves remote team communication by:
Encouraging the use of collaborative tools for brainstorming and feedback.
Creating tailored strategies to address diverse time zones or connectivity challenges.
Prototyping content formats, such as asynchronous videos or interactive dashboards, to suit remote work dynamics.
How can organisations measure the success of design thinking in communication?
Metrics for success include:
Engagement rates: Monitor how employees interact with messages (e.g., click-through rates or participation in discussions).
Employee feedback: Use surveys or focus groups to assess clarity and relevance.
Communication outcomes: Track whether messages achieve their intended goals, such as policy compliance or increased alignment.
Is design thinking time-intensive to implement?
While design thinking requires an investment of time, starting with small-scale initiatives—such as testing new formats or improving a single process—can demonstrate its value without overwhelming teams. As organisations become familiar with the methodology, the process becomes more efficient.
Can design thinking in communication work for cross-cultural teams?
Yes, design thinking is particularly effective for cross-cultural teams. Its emphasis on empathy helps organisations understand cultural nuances and tailor messages accordingly, fostering inclusivity and clarity.
