DESIGN THINKING METHODOLOGY IN ADAPTIVE BUSINESS PROCESS OPTIMIZATION

Abstract

The article is devoted to the study of the issues of optimizing business processes of an organization in the context of digital transformation. Given the conditions of the current stage of development of organizations, which are marked by an increase in the dynamism of the external environment and technological changes, consumer demands, and intensified competition, business processes are no longer stable, regulated systems. The relevance of the topic is due to the limitations of traditional linear approaches to business process improvement, which do not provide an adequate level of adaptability, speed of verification of management decisions, and consideration of human-centered factors in transformation processes. The authors justify the feasibility of using design thinking methodology as a tool for optimizing business processes and present a developed conceptual model for optimizing the organization's business processes in the context of digital transformation, “Business Process Laboratory,” which integrates analytical, creative, and project stages into a single iterative -reflective decision-making system. The model visualizes the logic of transitions between stages, feedback mechanisms, and the possibility of adaptive adjustment of management decisions depending on the results of testing and new data. The application of the model allows us to consider business process optimization as a continuous experimental and analytical process focused on user needs and the requirements of the modern digital environment. The methodological basis of the study consists of general scientific and special methods, in particular analysis and synthesis, generalization, comparison, structural-logical modeling, as well as conceptual design of management processes. The authors see the development of methods and tools for the practical application of the presented conceptual model as a promising direction for further scientific research in order to test it in the activities of organizations in various fields and evaluate the effectiveness of its implementation.