Design thinking is a proven, repeatable process for problem-solving, creativity, and innovation.

Also referred to as human-centered design, design thinking is a framework comprised of a series of steps and associated methods, and it is accompanied by core mindsets.

It helps teams approach problems with the end-user in mind. It involves developing empathy for customers, discovering opportunities, generating user-centered solutions, and building and testing prototypes.

The Steps

The steps we teach in our workshops, which are based on the Stanford d.school approach, are:

  • Empathize
  • Define
  • Ideate
  • Prototype
  • Test

The Mindsets

The mindsets we teach in our workshops are:

  • Collaborative: it’s a team process
  • Human-centered: it starts with people and their needs
  • Iterative: it’s not a linear, one-shot process; it’s iterative and cyclical
  • Embrace time constraints: we embrace time limits as a way to push forward and combat “analysis-paralysis”
  • Bias toward action: we focus on doing, not talking
  • Yes, and: this is about accepting colleagues’ ideas and building on them

Design thinking mindsets

Why does it matter?

Consumers increasingly expect products, services, and experiences that are usable, intuitive, responsive, and well designed. In our fast-paced, media-saturated world, organizations are competing for people’s time and attention and struggling for ways to develop breakthrough solutions that delight their customers and audience members. Design thinking offers a framework and process for achieving this.

Design thinking is a close cousin to many other user-centered methodologies, and shares many traits—such as an emphasis on iteration and testing—with the Agile and Lean methodologies. It’s a complement to evaluation and quantitative research, and provides the human stories and insights behind user data.

Read our case studies and check out our blog to learn about organizations that have successfully applied design thinking.