For a company to produce a high-quality product, it is crucial for them to employ engineers and designers with the appropriate expertise. So many of the most successful software companies across industries began with a small team of engineers and designers who were passionate about building products that could change the world. Take for example, Dropbox: they started out as just another idea on paper when founders Drew Houston and Arash Ferdowsi graduated from MIT in 2007. Dropbox's idea was so compelling that the company managed to raise $250K in seed funding just two days after meeting investors - and these investors joined its board! Last year, they raised over $293 million in funding which will help fund their expansion efforts worldwide. The point of highlighting these stories is that product development has become a global phenomenon and having a passion and vision for innovation can help you achieve success. Some companies tend to focus on creating products that target the domestic market. Others, however, go beyond and think beyond domestic boundaries with an international outlook. This is one of the reasons why we see so many successful products come out of Silicon Valley as well as other tech hubs such as Bangalore. All software development team members need to be able to understand how global markets operate with specific regional needs and regulations in order to create an effective software product for those markets. Whether you are in Bangalore or Silicon Valley, an international product will have to go through the same process of market research, product development, and marketing. Using Design Thinking to Understand International Marketing Thinking beyond just domestic markets requires taking a collaborative approach toward business with a global mindset. This is why adopting the principles of design thinking is so important for international software companies. The design thinking approach can help remove barriers between team members in different countries so that they can work together efficiently, regardless of their individual roles. The design thinking paradigm has been adopted by several large companies such as Google and it is used to develop products and services that solve problems for customers across the globe (Kelley and Kelley). During the design thinking process, all stakeholders should be included in the decision-making process. This includes initial product users, end users, and service providers - all of whom are necessary for creating a successful product. Designers should utilize user research to assist with understanding people's needs. Human factors professionals will play an important role in helping you understand why people use products/services within their functional domains. These professionals can also help assess design options by observing how people behave when using your product/service. While working on a product or service that targets more than one country like Dropbox or LinkedIn, there is one thing they will all agree on: international markets need to be approached collaboratively and with respect for each other's cultures and customs. Collaborative design thinking can help create products that solve problems for people in different countries. How to Apply the Principles of Design Thinking to International Marketing The next step is choosing your stakeholders and using your preferred approach to understand their needs and how they might use your product/service. You can do this by following some basic steps: 1. Determine your target market: What demographics make up the majority of users in some specific region? What languages do they speak? What kind of trends and preferences does this group have? “Sometimes, we'll deliberately choose a new market just because they're different from the ones we're used to working in” (Kelley). 2.
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