Design Thinking was created to address problems that are not yet clearly defined. It does this by re-framing them to involve the human perspective in all steps of the problem-solving process, and by creating a wide range of ideas in brainstorming sessions. Design Thinking also involves ongoing scrutiny and improvement through sketching, prototyping, testing, and trying out concepts and ideas.
Challenging assumptions is often not easy. The patterns of thinking that humans develop through repetitive actions can assist us in reapplying those same actions in similar situations, and prevent the need to have to relearn every task. However, this can be a hindrance when it comes to trying to understand and solve new problems.
Design Thinking is an iterative process in which the design team can continuously use the results they have produced to refine their initial assumptions. After the final stage, the understanding of the original problem can become clearer, allowing the team to redefine it and providing them with insights that were not apparent with the previous level of understanding.
Design Thinking is often referred to as ‘outside the box thinking’, as designers are attempting to develop new ways of thinking that do not abide by the dominant or more common problem-solving methods – just like artists do. At the heart of Design Thinking is the intention to improve products by analysing how users interact with them, and investigating the conditions in which they operate. Design Thinking offers us a means of digging that bit deeper to uncover ways of improving user experiences.
Create better products
Learn how to use Design Thinking to create better products, services and experiences for your customers. Use a tried-and-tested process to meet your customers’ needs.
Improve teamwork
Work in a team that can better visualise and design new products and services. Empower your team to become customer advocates and design thinkers.
Work with new tools
Get to grips with tools such as customer personas, customer journey models and empathy maps. Build a culture of customer-centric innovation.