Design thinking is a problem solving tool

“ Design thinking is a human-centered approach to innovation that draws from the designer's toolkit to integrate the needs of people, the possibilities of technology, and the requirements for business success.” —Tim Brown, president and CEO, IDEO


Design Thinking is a methodology used by designers to solve complex problems and find desirable solutions for clients. Design thinking in business uses the designer's sensibility and methods to match people's needs with what is technologically feasible and what a viable business strategy can convert into customer value and market opportunity.

According to the Deloitte University survey, 79 percent of executives rated design thinking and important or very important issue.

Design thinking: principles

Around the word, it is increasingly recognised that creative industries, with their associated skills and capabilities, are a major driver of competitive advantage in global markets and supply chain. In order to stay creative industry, companies should think about design thinking.

Design thinking consist of 3 fundamental principles:

  • Feasibility (Technology)
  • Viability ( Business)
  • Desirability (People)

Designer role

In order to survive in today’s complex world, organisations need to generate, embrace, and execute on new ideas. Moreover, design thinking can be applied to products, services, and processes, to everything that needs to be improved.

Moreover, by shifting the conversation and context of design from products and communication to systems, services, and strategic solutions, designers are making their presence felt far beyond the borders of corporate design departments by tackling ‘wicked problems’ that governments and traditional bureaucracies have been unable to resolve. Michael Westcott

The 3 Key steps

  • COLLABORATIVE. Human- centred design benefits from multiple perspectives and different skill sets. A few minds are better than one.
  • ITERATIVE. It’s about learning by doing, and about trying ideas out by prototyping, getting feedback and making it better.
  • OPTIMISTIC. The design is about transforming difficult challenges into opportunities for design.

Design thinking in business

In order to be an innovative company, it needs to see design as a strategic aspect of their business. Design thinking takes aim at the heart of unnecessary workplace complexity by putting the employee experience first—helping to improve productivity by designing solutions that are at once compelling, enjoyable, and simple.


  • Integrate a project into a global approach
  • Invite specialists
  • Continuously evolving the project


  • Consider the designer as a supplier, but not as a partner of the company
  • Thinking too much abut competition

And remember: design thinking is nothing without design doing.

Design culture is equally important as design thinking and design doing because it enables the others. Creating a design culture requires organisational commitment and patience. This is a hard task for many organisations. Furthermore, People will fail if the environment in which they work doesn’t foster creativity, collaboration and innovation.

Myths about design thinking

  • 1 Myth/ Design thinking is only for 'design' projects. Design thinking is when you create a thoughtful experience in every customer interaction, that is, before, during and after your product or service.
  • 2 Myth/ It is just a process. Yes, it is a process. But more importantly, it is a mindset. Because, this mindset includes these core tenets: the bias toward action, learner's mindset, encouraging disparate viewpoints.
  • 3 Myth / It is someone else's job. Creating thoughtful experiences for customers is each job. 

In addition, you can check our infographic.

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