TEC3001-Design Thinking

SLOT: D1+TD1

SUBMITTED BY:
NAME : S.ANIL
REG NUMBER : 22BEC7289

SUBMITTED TO:
Prof. PRADEEP SINGH
VIT-AP, AMARAVATHI.
 CASE STUDY

Design Thinking Transformation at Microsoft Advertising

Introduction: Microsoft Advertising, the online advertising platform of tech

giant Microsoft, underwent a significant transformation through the adoption
of design thinking principles. This case study explores how design thinking
reshaped Microsoft Advertising, leading to innovation, user-centric solutions,
and improved customer satisfaction.

Background: In the rapidly evolving digital landscape, Microsoft

Advertising faced challenges in keeping up with user expectations,
technological advancements, and increasing competition. The company
recognized the need for a holistic approach to problem-solving and sought to
embrace design thinking to drive innovation and enhance its advertising
platform.

Key Challenges:

Complexity in User Experience: Microsoft Advertising's interface was

complex, leading to user frustration and a decline in user engagement.
Rapid Technological Changes: The digital advertising landscape was
evolving swiftly, requiring Microsoft Advertising to adapt quickly to
emerging technologies and industry trends.
Limited User-Centricity: The company identified a gap in understanding
user needs and preferences, hindering the development of customer-
focused solutions.

Design Thinking Implementation:

Empathy and User Research:

 Microsoft Advertising initiated a thorough exploration of user
●
needs and pain points through interviews, surveys, and data
analytics.
● By understanding the user perspective, the team gained insights
into the challenges advertisers faced, allowing for a more
empathetic approach to problem-solving.
Cross-Functional Collaboration:
● Design thinking encouraged collaboration among diverse teams,
including designers, developers, marketers, and product
managers.
● Cross-functional teams worked together to ideate and brainstorm
solutions, breaking down silos and fostering a more collaborative
work culture.
Prototyping and Iteration:
● Prototypes were created to visualize potential solutions and
gather feedback from both internal teams and users.
● The iterative process allowed Microsoft Advertising to refine and
improve solutions based on real-time feedback, ensuring that the
final product would effectively address user needs.
User-Centric Design:
● Design thinking principles encouraged a shift towards user-
centric design, focusing on creating intuitive and enjoyable
experiences for advertisers.
● The company invested in creating a more user-friendly interface,
simplifying navigation and incorporating user feedback into the
design process.

Results:

Improved User Experience:

 ● The redesign of Microsoft Advertising's interface resulted in a
more intuitive and user-friendly platform, reducing the
complexity that users previously faced.
Innovative Solutions:
● Design thinking facilitated a culture of innovation, leading to the
development of new features and tools that aligned with
emerging trends in digital advertising.
Increased Customer Satisfaction:
● The customer-centric approach resulted in higher customer
satisfaction rates, with advertisers finding the platform more
responsive to their needs.
Agility in Adapting to Changes:
● The adoption of design thinking principles enhanced the
company's ability to adapt to rapid technological changes,
ensuring that Microsoft Advertising remained at the forefront of
industry trends.

Conclusion: The implementation of design thinking principles at Microsoft

Advertising played a pivotal role in reshaping the company's approach to
problem-solving, fostering innovation, and enhancing the user experience. By
placing empathy, collaboration, and iteration at the core of their processes,
Microsoft Advertising successfully navigated challenges, ultimately
solidifying its position as a leader in the competitive digital advertising
landscape.