If you asked someone shopping for a new truck whether they would purchase an electric truck what do you think would be the answer?

Now ask those same potential customers if they want to run their power tools off the bed of the truck? Or in an emergency, would they want to be able to power their homes off their truck so the ice cream doesn’t melt?

“That insight is the beauty of understanding customers in a way that isn’t just what they say and do but in what they think and feel,” said Iain Roberts, Chief Operating Officer at IDEO, a global design and consulting firm; which counts Ford and others among its longtime clients

In this bonus podcast episode, a previously recorded LinkedIn Live conversation, Roberts joined Andy MacMillan, UserTesting’s CEO, to discuss the concept of design thinking and why it’s so important for businesses. Their conversation was part of the User Tested book tour. The new book was co-authored by Andy and Janelle Estes, UserTesting’s Chief Insights Officer.  

Roberts said design thinking allows companies to drive real growth by seeing through your customers eyes. 

According to its press release introducing the electric F-150 Lightning, Ford relied on its deep understanding of its truck customers to inform the design of the all-new F-150. “We see it as our duty to deliver not just what our customers want and need, but what they might have never thought possible,” said Craig Schmatz, Ford F-150 chief engineer.

Early results are impressive. Ford has reported they have more than 200,000 reservations for the electric truck, of which 75% new customers to Ford. 

Listen to the episode for further insights.