What is the Difference between Design Thinking and Creative Problem Solving?
Organisations today face complex challenges that demand prompt, innovative, and confident decision-making. Given the growing dynamism, rapidly changing market demands, and unpredictable external environments, the ability to innovate, think creatively, and solve problems is vital for organisations, entrepreneurs, and individuals striving to gain a competitive advantage.
Design Thinking (DT) and Creative Problem Solving (CPS) are both deliberate and structured methodologies used by organisations to promote innovation and address challenges while enhancing agility, adaptability, and customer focus. However, both the methodologies have different backgrounds, emphases, and applications.
Whether you choose the user-centric Design Thinking (DT) method or the method-agnostic and universally applicable Creative Problem Solving (CPS)—the choice ultimately rests on the specific challenges faced by your organisation. By thoroughly assessing the methodologies (DT or CPS), you can customise your approach to create an environment that promotes collaboration and imaginative thinking. This strategic alignment not only drives innovation but also promotes a culture in which creativity flourishes at all levels of the organisation.
Design Thinking (DT) vs. Creative Problem Solving (CPS)
Definition & Origin
• Design Thinking has been defined as “a human-centered innovation process that emphasizes observation, collaboration, fast learning, visualization of ideas, rapid prototyping, and concurrent business analysis” (Lockwood, 2010). Design Thinking evolved from the field of industrial and product design, popularised by design agencies like IDEO and institutions like Stanford University.
Design Thinking was developed to address problems that are not clearly defined. It does this by re-framing the problems to integrate the human perspective at every stage of the problem-solving process and by generating a diverse range of ideas in brainstorming sessions.
Design Thinking emphasises user-centered design and solving problems by understanding the needs and experiences of end-users.
• Creative Problem Solving (CPS) emerged in the 1950s, rooted in the work of Alex Osborn (advertising executive) and Sidney Parnes (academic). It is based on the cognitive science of creativity and is designed to be broadly applicable to any type of challenge; strategic, operational, or creative.
CPS introduces people to the essential discipline of balancing divergent (open, exploratory) and convergent (focused, evaluative) thinking. It teaches people how to think, not what to think, equipping them to apply their thinking flexibly to any context, not just product or service design.
Once people master this discipline, they can apply it confidently to any other process, whether they are empathising with users in Design Thinking, experimenting in Lean Startup, or prioritising in Agile.
How It Works & Steps
• Design Thinking focuses on empathising with users, prototyping solutions, and iterating based on feedback. It is typically applied to the design of products, services, experiences, and systems. Design Thinking typically follows five stages: Empathise, Define, Ideate, Prototype, and Test.
• Creative Problem Solving (CPS) focuses on framing problems as opportunities, generating ideas through deliberate divergent and convergent thinking, and is applicable to a wide range of contexts beyond product or service design. Creative Problem Solving (CPS) uses six iterative steps: Clarify, Gather Data, Formulate Challenges, Ideate, Develop Solutions, and Implement.
Approach to Insight
• Design Thinking seeks insight through direct user research, observation, and empathy-building to define the right problem to solve. It promotes a human-centered, experimental mindset, encouraging quick, low-cost testing of ideas through prototyping.
• Creative Problem Solving (CPS) seeks insight by exploring data, reframing challenges, and asking “How Might We?” questions. It teaches the balance of divergent and convergent thinking at every stage, promoting deliberate creativity.
In Summary
Fostering a culture of innovation requires a deliberate and strategic approach, along with the application of methodologies, tools, and techniques that facilitate the effective generation, execution, and implementation of new ideas. Both Design Thinking and Creative Problem Solving (CPS) will help you generate creative solutions to your complex business problems and supercharge your innovation processes.
While Design Thinking is a user-centric approach to developing products and services and an iterative process that is effective in tackling complex problems, Creative Problem Solving is the thinking engine that powers everything else. It is the first structured process designed to help anyone tackle challenges creatively—not just designers or experts, but whole teams, organisations, and communities.
Make happy and creative innovations!
References
1. Lockwood, T. (Ed.). (2010). Design thinking: Integrating innovation, customer experience, and brand value. New York, NY: Allworth Press.
