What is Design thinking?

Design Thinking (DT) is an approach to problem-solving that aims to integrate the needs of the people, the
technical feasibility of the design, and ensure that the requirements for business are fulfilled.
It is an approach used for practical and creative problem-solving. It is based heavily on the methods and
processes that designers use (hence the name), but it has actually evolved from a range of different fields—
including architecture, engineering and business. Design thinking can also be applied to any field; it doesn’t
necessarily have to be design-specific.

Design Thinking Process

As already mentioned, the Design Thinking process is progressive and highly user-centric. Before looking
at the process in more detail, let’s consider the four principles of Design Thinking

Four Principles of Design Thinking

There are four key principles of Design Thinking. Let’s discuss them in detail:

Human rule
The human rule principle in Design Thinking refers to the idea that the end-users need, wants, and
experiences should be at the forefront of the design process. This principle acknowledges that the ultimate
purpose of design is to create products, services, and experiences that improve people's lives. Therefore,
designers should focus on understanding the end-users needs, behaviours, emotions, and aspirations to
create solutions that truly resonate with them.

Human rule involves three key elements:

a) Firstly, empathy is critical to the Design Thinking process. Designers must immerse themselves in
the end-user's world to understand their perspectives, experience, and challenges.

b) Secondly, the human rule principle involves a human-centred approach to design. This means that
designers should put the end-users at the centre of the design process and create solutions that address their
needs and aspirations.

c) Thirdly, the human rule principle requires designers to test and validate their designs by end-users. This
involves creating prototypes and conducting user testing to gain feedback and refine the design.

Ambiguity rule
The ambiguity principle in Design Thinking refers to accepting and exploring uncertainty and open-
mindedness in the design process. Ambiguity can arise from various sources, such as vague project
requirements, conflicting user needs, or unpredictable market conditions. Instead of viewing ambiguity as
a problem to be solved, the ambiguity principle embraces it as an opportunity for creativity and innovation.

Re-design rule
The re-design rule in Design Thinking is a process that involves iterating on a design solution multiple
times to improve it. This rule is based on the idea that the first solution to a problem is rarely the best and
that by continually refining and improving a solution, you can create something truly innovative and
effective.

By following the redesign rule, designers can create solutions that are truly innovative and effective, as they
are constantly improving upon previous versions of their work. It is an iterative and collaborative process
that involves ongoing feedback and refinement, leading to solutions that are well-suited to the needs of
users and stakeholders.

Tangibility rule
The tangibility rule in Design Thinking is a principle that emphasises the importance of creating physical
and tangible prototypes or models of design solutions. The rule suggests that designing with tangibility in
mind can help designers better understand and communicate their ideas, leading to more effective and
successful solutions.

How to increase productivity with Design Thinking?

Organisations that incorporate the best design thinking solutions deal with future challenges effectively.
Design Thinking helps in figuring out customers’ needs and demands. Design Thinking methodology can
be used to increase productivity and drive innovation within a company.
To use Design Thinking effectively, starting with a clear problem statement is important. Further, to ensure
that the solutions are effective, you must encourage a diverse team of people with different backgrounds,
skills, and experiences to participate in the process. Collaboration is key; an open, respectful, and
communicative environment will help the team work together effectively.

Prototyping and iteration are also essential, and low-fidelity prototypes should be created quickly and
refined based on feedback. Additionally, empathy is a key component of Design Thinking, as it helps
understand the user's requirements and behaviours to create truly user-centred solutions.

Finally, measuring results and using data to evaluate the success of solutions is important to ensure
enhanced productivity and the development of innovative solutions. By following these steps, companies
can use Design Thinking to solve complex problems and increase productivity.

How does Design Thinking benefit an organisation?

Design Thinking can benefit an organisation in several ways. Firstly, it can help the organisation become
more customer-centric by focusing on the demands and requirements of the customers. This can lead to
better products and services that meet customer expectations, increasing customer experience.

Secondly, it can foster innovation by encouraging creativity and experimentation, leading to the
development of new products and services. Thirdly, Design Thinking can encourage collaboration and
teamwork among cross-functional teams, resulting in more effective problem-solving and better outcomes.
Further, it can promote empathy by encouraging organisations to understand users' needs and experiences,
leading to more meaningful and impactful solutions. Finally, the iterative nature of Design Thinking means
that organisations can continuously refine their solutions based on feedback, resulting in better outcomes
and improved performance over time. These benefits can increase customer satisfaction, better business
outcomes, and a more engaged and motivated workforce.

The Five Phases of Design Thinking

Based on these four principles, the Design Thinking process can be broken down into five steps or phases,
Phase 1: Empathise

Empathy provides the critical starting point for Design Thinking. The first stage of the process is spent
getting to know the user and understanding their wants, needs and objectives.

This means observing and engaging with people in order to understand them on a psychological and
emotional level. During this phase, the designer seeks to set aside their assumptions and gather real insights
about the user. Learn all about key empathy-building methods in our guide.

Phase 2: Define
The second stage in the Design Thinking process is dedicated to defining the problem. You’ll gather all
of your findings from the empathise phase and start to make sense of them: what difficulties and barriers
are your users coming up against? What patterns do you observe? What is the big user problem that your
team needs to solve?

By the end of the define phase, you will have a clear problem statement. The key here is to frame the
problem in a user-centered way; rather than saying “We need to…”, frame it in terms of your user: “Retirees
in the Bay area need…”

Once you’ve formulated the problem into words, you can start to come up with solutions and ideas — which
brings us onto stage three.

Phase 3: Ideate

With a solid understanding of your users and a clear problem statement in mind, it’s time to start working
on potential solutions. The third phase in the Design Thinking process is where the creativity happens, and
it’s crucial to point out that the ideation stage is a judgement-free zone!

Designers will hold ideation sessions in order to come up with as many new angles and ideas as possible.
There are many different types of ideation technique that designers might use, from brainstorming and
mindmapping to bodystorming (roleplay scenarios) and provocation—an extreme lateral-thinking
technique that gets the designer to challenge established beliefs and explore new options and alternatives.

Phase 4: Prototype

The fourth step in the Design Thinking process is all about experimentation and turning ideas into tangible
products. A prototype is basically a scaled-down version of the product which incorporates the potential
solutions identified in the previous stages. This step is key in putting each solution to the test and
highlighting any constraints and flaws.

Throughout the prototype stage, the proposed solutions may be accepted, improved, redesigned or rejected
depending on how they fare in prototype form. You can read all about the prototyping stage of Design
Thinking in our in-depth guide.

Phase 5: Test

After prototyping comes user testing, but it’s important to note that this is rarely the end of the Design
Thinking process. In reality, the results of the testing phase will often lead you back to a previous step,
providing the insights you need to redefine the original problem statement or to come up with new ideas
you hadn’t thought of before. Learn all about user testing in this guide.

Is Design Thinking a linear process?

No! You might look at these clearly defined steps and see a very logical sequence with a set order. However,
the Design Thinking process is not linear; it is flexible and fluid, looping back and around and in on itself!
With each new discovery that a certain phase brings, you’ll need to rethink and redefine what you’ve done
before—you’ll never be moving in a straight line!

What is the purpose of Design Thinking?

Now we know more about how Design Thinking works, let’s consider why it matters. There are
many benefits of using a Design Thinking approach—be it in a business, educational, personal or
social context.

First and foremost, Design Thinking fosters creativity and innovation. As human beings, we rely
on the knowledge and experiences we have accumulated to inform our actions. We form patterns
and habits that, while useful in certain situations, can limit our view of things when it comes to
problem-solving.

Rather than repeating the same tried-and-tested methods, Design Thinking encourages us to
remove our blinkers and consider alternative solutions. The entire process lends itself to
challenging assumptions and exploring new pathways and ideas.

Design Thinking is often cited as the healthy middle ground of problem-solving—it is not steeped
wholly in emotion and intuition, nor does it rely solely on analytics, science and rationale; it uses
a mixture of both.

Another great benefit of Design Thinking is that it puts humans first. By focusing so heavily on
empathy, it encourages businesses and organizations to consider the real people who use their
products and services—meaning they are much more likely to hit the mark when it comes to
creating meaningful user experiences. For the user, this means better, more useful products that
actually improve our lives. For businesses, this means happy customers and a healthier bottom
line.

What are the Benefits of Design Thinking?

Did you know there are several Benefits of Design Thinking that can help you design your brand
according to the customer's preferences? Design Thinking is a useful problem-solving
methodology that has become increasingly popular recently. It is a process that puts the user at the
centre of the design process, focusing on understanding their needs and developing solutions that
meet them. It is not limited to design but can be applied to various fields to solve complex
problems. Research by IBM found that Design Thinking might lead to productive business results
with a 75% boost in efficiency and a 300% increase in return on investment. By employing Design
Thinking, organisations can increase innovation capabilities, improve customer experience, and
achieve better business outcomes.
It can help improve communication, identify problems, reduce risk, increase innovation, and align
solutions with business goals. It can also lead to increased empathy, customer relationships, and
employee engagement. Let’s discuss in detail about the Benefits of Design Thinking:

Increased empathy
One of the main principles of Design Thinking is empathy. By understanding the demands and
perspectives of users, designers can create truly effective and user-friendly solutions. This can lead
to better relationships with customers and increased customer loyalty.

Improved communication
Design Thinking encourages collaboration and communication among team members. By working
together, team members can better understand each other's perspectives, share ideas, and work
towards a common goal. This can improve communication within the team and lead to better
results.

Better problem identification

Design Thinking helps teams to identify the root causes of problems. By focusing on the
underlying issues rather than just the symptoms, teams can create solutions that address the
core problems rather than just solving them.

Reduced risk
Design Thinking involves prototyping and testing solutions before they are fully implemented.
This allows teams to identify potential issues and make improvements before investing significant
time and resources. This can reduce the risk of failure and increase the chances of success.

Increased innovation
Design Thinking encourages creativity and innovation. Using various tools and techniques, teams
can generate new ideas and develop innovative solutions. This can lead to competitive advantages
and new growth opportunities.

Better alignment with business goals

Design Thinking can help teams better align their solutions with the business's goals. By focusing
on the needs and wants of customers, teams can create solutions that are more likely to meet the
needs of the business and contribute to its success.

Increased employee Engagement-Design Thinking encourages collaboration, creativity, and

innovation. This can lead to increased engagement and job satisfaction among team members. This
can also result in lower turnover rates and higher employee retention.
Benefits of Design Thinking at work?
As a designer, you have a pivotal role to play in shaping the products and experiences that your company
puts to market. Integrating Design Thinking into your process can add huge business value, ultimately
ensuring that the products you design are not only desirable for customers, but also viable in terms of
company budget and resources.

With that in mind, let’s consider some of the main benefits of using Design Thinking at work:

 Significantly reduces time-to-market: With its emphasis on problem-solving and finding viable
solutions, Design Thinking can significantly reduce the amount of time spent on design and
development—especially in combination with lean and agile.
 Cost savings and a great ROI: Getting successful products to market faster ultimately saves the
business money. Design Thinking has been proven to yield a significant return on investment;
teams that are applying IBM’s Design Thinking practices, for example, have calculated an ROI
of up to 300% as a result.
 Improves customer retention and loyalty: Design Thinking ensures a user-centric approach,
which ultimately boosts user engagement and customer retention in the long term.

 Fosters innovation: Design Thinking is all about challenging assumptions and established beliefs,

encouraging all stakeholders to think outside the box. This fosters a culture of innovation which

extends well beyond the design team.

 Can be applied company-wide: The great thing about Design Thinking is that it’s not just for

designers. It leverages group thinking and encourages cross-team collaboration. What’s more, it

can be applied to virtually any team in any industry.

Whether you’re establishing a Design Thinking culture on a company-wide scale, or simply trying to
improve your approach to user-centric design, Design Thinking will help you to innovate, focus on the user,
and ultimately design products that solve real user problems.
Design Thinking in the workplace: How do Design Thinking, lean, and agile work together?

Now we know what Design Thinking is, let’s consider how it fits into the overall product design process.
You may be familiar with the terms “lean” and “agile”—and, as a UX designer, it’s important to understand
how these three approaches work together.

What are lean and agile?

Based on the principles of lean manufacturing, lean UX focuses on streamlining the design process as much
as possible—minimizing waste and maximizing value. Some core tenets of lean UX are:

 Cross-functional collaboration between designers, engineers, and product managers.

 Gathering feedback quickly and continuously, ensuring that you’re constantly learning and
adapting as you go.
 Deciding as late as possible and delivering fast, with less focus on long-term deliverables.
 A strong emphasis on how the team operates as a whole.

Lean UX is a technique that works in conjunction with agile development methods. Agile is a software
development process that works in iterative, incremental cycles known as sprints. Unlike traditional
development methods, agile is flexible and adaptive. Based on the Agile Development Manifesto created
in 2001, agile adheres to the following principles:

 Individuals and interactions over processes and tools.

 Working software over comprehensive documentation.
 Customer collaboration over contract negotiation.
 Responding to change over following a plan.
Combining Design Thinking with lean and agile

Design Thinking, lean, and agile are often seen as three separate approaches. Companies and teams will
ask themselves whether to use lean or agile or Design Thinking—but actually, they can (and should!) be
merged for optimal results.

Why? Because applying Design Thinking in a lean, agile environment helps to create a product
development process that is not only user-centric, but also highly efficient from a business perspective.
While it’s true that each approach has its own modus operandi, there is also significant overlap.

Combining principles from each can be crucial in keeping cross-functional teams on the same page—
ensuring that designers, developers, product managers, and business stakeholders are all collaborating on
one common vision.

So how do Design Thinking, lean, and agile work together?

As Jonny Schneider, Product Strategy and Design Principal at Thought Works, explains: “Design
Thinking is how we explore and solve problems; Lean is our framework for testing our beliefs and learning
our way to the right outcomes; Agile is how we adapt to changing conditions with software.”

As we’ve learned, Design Thinking is a solution-based approach to exploring and solving problems. It
focuses on generating ideas with a specific problem in mind, keeping the user at the heart of the process
throughout. Once you’ve established and designed a suitable solution, you’ll start to incorporate lean
principles—testing your ideas, gathering quick and ongoing feedback to see what works—with particular
emphasis on cross-team collaboration and overcoming departmental silos.

Agile ties all of this into short sprint cycles, allowing for adaptability in the face of change. In an agile
environment, products are improved and built upon incrementally. Again, cross-team collaboration plays a
crucial role; agile is all about delivering value that benefits both the end user and the business as a whole.

Together, Design Thinking, lean, and agile cut out unnecessary processes and documentation, leveraging
the contributions of all key stakeholders for continuous delivery and improvement.
 Case Study 1: Airbnb

Airbnb’s one of the popular Design Thinking Case Studies that you can aspire from. Airbnb disrupted the
traditional hotel industry by applying Design Thinking principles to create a platform that connects
travellers with unique accommodations worldwide. The founders of Airbnb, Brian Chesky, Joe Gebbia, and
Nathan Blecharczyk, started by identifying a problem: the cost and lack of personalisation in traditional
lodging.
They conducted in-depth user research by staying in their own listings and collecting feedback from both
hosts and guests. This empathetic approach allowed them to design a platform that not only met the needs
of travellers but also empowered hosts to provide personalised experiences.
Airbnb's intuitive website and mobile app interface, along with its robust review and rating system, instil
trust and transparency, making users feel comfortable choosing from a vast array of properties.
Furthermore, the "Experiences" feature reflects Airbnb's commitment to immersive travel, allowing users
to book unique activities hosted by locals.
Case Study 2. Apple
Apple Inc. has consistently been a pioneer in Design Thinking, which is evident in its products, such as the
iPhone. One of the best Design Thinking Examples from Apple is the development of the iPhone's User
Interface (UI). The team at Apple identified the need for a more intuitive and user-friendly smartphone
experience. They conducted extensive research and usability testing to understand user behaviours, pain
points, and desires.
The result? A revolutionary touch interface that forever changed the smartphone industry. Apple's relentless
focus on the user experience, combined with iterative prototyping and user feedback, exemplifies the power
of Design Thinking in creating groundbreaking products.
Apple invests heavily in user research to anticipate what customers want before they even realise it
themselves. This empathetic approach to design has led to groundbreaking innovations like the iPhone,
iPad, and MacBook, which have redefined the entire industry.
Case Study 3. Netflix

Netflix, the global streaming giant, has revolutionised the way people consume entertainment content. A
major part of their success can be attributed to their effective use of Design Thinking principles.
What sets Netflix apart is its commitment to understanding its audience on a profound level. Netflix
recognised that its success hinged on offering a personalised, enjoyable viewing experience. Through
meticulous user research, data analysis, and a culture of innovation, Netflix constantly evolves its platform.
Moreover, by gathering insights on viewing habits, content preferences, and even UI, the company tailors
its recommendations, search algorithms, and original content to captivate viewers worldwide.
Furthermore, Netflix's iterative approach to Design Thinking allows it to adapt quickly to shifting market
dynamics. This agility proved crucial when transitioning from a DVD rental service to a streaming platform.
Netflix didn't just lead this revolution; it shaped it by keeping users' desires and behaviours front and centre.
Netflix's commitment to Design Thinking has resulted in a highly user-centric platform that keeps
subscribers engaged and satisfied, ultimately contributing to its global success.

Case Study 4. Uber Eats

Uber Eats, a subsidiary of Uber, has disrupted the food delivery industry by applying Design Thinking
principles to enhance user experiences and create a seamless platform for food lovers and restaurants alike.
One of UberEats' key innovations lies in its user-centric approach. By conducting in-depth research and
understanding the pain points of both consumers and restaurant partners, they crafted a solution that
addresses real-world challenges. The user-friendly app offers a wide variety of cuisines, personalised
recommendations, and real-time tracking, catering to the diverse preferences of customers.
Moreover, UberEats leverages technology and data-driven insights to optimise delivery routes and times,
ensuring that hot and fresh food reaches customers promptly. The platform also empowers restaurant
owners with tools to efficiently manage orders, track performance, and expand their customer base.
Case Study 5. IBM
IBM is a prime example of a large corporation successfully adopting Design Thinking to drive innovation
and transform its business. Historically known for its hardware and software innovations, IBM recognised
the need to evolve its approach to remain competitive in the fast-paced technology landscape.
IBM's Design Thinking journey began with a mission to reinvent its enterprise software solutions. The
company transitioned from a product-centric focus to a user-centric one. Instead of solely relying on
technical specifications, IBM started by empathising with its customers. They started to understand
customer’s pain points, and envisioning solutions that genuinely addressed their needs.
One of the key elements of IBM's Design Thinking success is its multidisciplinary teams. The company
brought together designers, engineers, marketers, and end-users to collaborate throughout the product
development cycle. This cross-functional approach encouraged diverse perspectives, fostering creativity
and innovation.
IBM's commitment to Design Thinking is evident in its flagship projects such as Watson, a cognitive
computing system, and IBM Design Studios, where Design Thinking principles are deeply embedded into
the company's culture.
Case Study 6. Oral-B’s electric toothbrush
Oral-B, a prominent brand under the Procter & Gamble umbrella, stands out as a remarkable example of
how Design Thinking can be executed in a seemingly everyday product—Electric toothbrushes. By
applying the Design Thinking approach, Oral-B has transformed the world of oral hygiene with its electric
toothbrushes.
Oral-B's journey with Design Thinking began by placing the user firmly at the centre of their Product
Development process. Through extensive research and user feedback, the company gained invaluable
insights into oral care habits, preferences, and pain points. This user-centric approach guided Oral-B in
designing electric toothbrushes that not only cleaned teeth more effectively but also made the entire oral
care routine more engaging and enjoyable.
Another of Oral-B's crucial innovations is the integration of innovative technology into their toothbrushes.
These devices now come equipped with features like real-time feedback, brushing timers, and even
Bluetooth connectivity to sync with mobile apps. By embracing technology and user-centric design, Oral-
B effectively transformed the act of brushing teeth into an interactive and informative experience. This has
helped users maintain better oral hygiene.
Oral-B's success story showcases how Design Thinking, combined with a deep understanding of user needs,
can lead to significant advancements, ultimately improving both the product and user satisfaction.
Case Study 7. Tesla

Tesla, led by Elon Musk, has redefined the automotive industry by applying Design Thinking to Electric
Vehicles (EVs). Musk and his team identified the need for EVs to be not just eco-friendly but also desirable.
They focused on designing EVs that are stylish, high-performing, and technologically advanced. Tesla's
iterative approach, rapid prototyping, and constant refinement have resulted in groundbreaking EVs like
the Model S, Model 3, and Model X.
From the minimalist interior of their Model S to the autopilot self-driving system, every aspect is
meticulously crafted with the end user in mind. The company actively seeks feedback from its user
community, often implementing software updates based on customer suggestions. This iterative approach
ensures that Tesla vehicles continually evolve to meet and exceed customer expectations.
Moreover, Tesla's bold vision extends to sustainable energy solutions, exemplified by products like the
Powerwall and solar roof tiles. These innovations showcase Tesla's holistic approach to Design Thinking,
addressing not only the automotive industry's challenges but also contributing to a greener, more sustainable
future.
Case Study 8. GE Healthcare
GE Healthcare is a prominent player in the Healthcare industry, renowned for its relentless commitment to
innovation and design excellence. Leveraging Design Thinking principles, GE Healthcare has consistently
pushed the boundaries of medical technology, making a significant impact on patient care worldwide.
One of the key areas where GE Healthcare has excelled is in the development of cutting-edge medical
devices and diagnostic solutions. Their dedication to user-centered design has resulted in devices that are
not only highly functional but also incredibly intuitive for healthcare professionals to operate. For example,
their advanced Medical Imaging equipment, such as MRI and CT scanners, are designed with a focus on
patient comfort, safety, and accurate diagnostics. This device reflects the company's dedication to
improving healthcare outcomes.
Moreover, GE Healthcare's commitment to design extends beyond the physical product. They have also
ventured into software solutions that facilitate data analysis and Patient Management. Their user-friendly
software interfaces and data visualisation tools have empowered healthcare providers to make more
informed decisions, enhancing overall patient care and treatment planning.
Case Study 9. Nike
Nike is a global powerhouse in the athletic apparel and Footwear industry. Nike's journey began with a
simple running shoe, but its design-thinking approach transformed it into an iconic brand.
Nike's Design Thinking journey started with a deep understanding of athletes' needs and desires. They
engaged in extensive user research, often collaborating with top athletes to gain insights that inform their
product innovations. This customer-centric approach allowed Nike to develop ground breaking
technologies, such as Nike Air and Flyknit, setting new standards in comfort, performance, and style.
Beyond product innovation, Nike's brand identity itself is a testament to Design Thinking. The iconic
Swoosh logo, created by Graphic Designer Carolyn Davidson, epitomises simplicity and timelessness,
reflecting the brand's ethos.
Nike also excels in creating immersive retail experiences, using Design Thinking to craft spaces that engage
and inspire customers. Their flagship stores around the world are showcases of innovative design,
enhancing the overall brand perception.

Lessons learned from Design Thinking Case Studies

The Design Thinking process, as exemplified by the success stories of IBM, Netflix, Apple, and Nike,
offers valuable takeaways for businesses of all sizes and industries. Here are three key lessons to learn
from these Case Studies:

1) Consider the big picture

Design Thinking encourages organisations to zoom out and view the big picture. It's not just about solving
a specific problem but understanding how that problem fits into the broader context of user needs and
market dynamics. By taking a holistic approach, you can identify opportunities for innovation that extend
beyond immediate challenges. IBM's example, for instance, involved a comprehensive evaluation of their
clients' journeys, leading to more impactful solutions.
2) Think through alternative solutions
One of the basic principles of Design Thinking is ideation, which emphasises generating a wide range of
creative solutions. Netflix's success in content recommendation, for instance, came from exploring multiple
strategies to enhance user experience. When brainstorming ideas and solutions, don't limit yourself to the
obvious choices. Encourage diverse perspectives and consider unconventional approaches that may lead to
breakthrough innovations.
3) Research each company’s competitors
Lastly, researching competitors is essential for staying competitive. Analyse what other companies in your
industry are doing, both inside and outside the realm of Design Thinking. Learn from their successes and
failures. GE Healthcare, for example, leveraged Design Thinking to improve medical equipment usability,
giving them a competitive edge. By researching competitors, you can gain insights that inform your own
Design Thinking initiatives and help you stand out in the market.
Incorporating these takeaways into your approach to Design Thinking can enhance your problem-solving
capabilities, foster innovation, and ultimately lead to more successful results.
Conclusion
Design Thinking is not limited to a specific industry or problem domain; it is a versatile approach that
promotes innovation and problem-solving in various contexts. In this blog, we've examined successful
Design Thinking Case Studies from industry giants like IBM, Netflix, Apple, Airbnb, Uber Eats, and Nike.
These companies have demonstrated that Design Thinking is a powerful methodology that can drive
innovation, enhance user experiences, and lead to exceptional business success.