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Ideas Made to Matter

Design thinking, explained

Rebecca Linke

Sep 14, 2017

What is design thinking?

Design thinking is an innovative problem-solving process rooted in a set of skills.The approach has been around for decades, but it only started gaining traction outside of the design community after the 2008 Harvard Business Review article [subscription required] titled “Design Thinking” by Tim Brown, CEO and president of design company IDEO.

Since then, the design thinking process has been applied to developing new products and services, and to a whole range of problems, from creating a business model for selling solar panels in Africa to the operation of Airbnb .

At a high level, the steps involved in the design thinking process are simple: first, fully understand the problem; second, explore a wide range of possible solutions; third, iterate extensively through prototyping and testing; and finally, implement through the customary deployment mechanisms. 

The skills associated with these steps help people apply creativity to effectively solve real-world problems better than they otherwise would. They can be readily learned, but take effort. For instance, when trying to understand a problem, setting aside your own preconceptions is vital, but it’s hard.

Creative brainstorming is necessary for developing possible solutions, but many people don’t do it particularly well. And throughout the process it is critical to engage in modeling, analysis, prototyping, and testing, and to really learn from these many iterations.

Once you master the skills central to the design thinking approach, they can be applied to solve problems in daily life and any industry.

Here’s what you need to know to get started.

Understand the problem 

The first step in design thinking is to understand the problem you are trying to solve before searching for solutions. Sometimes, the problem you need to address is not the one you originally set out to tackle.

“Most people don’t make much of an effort to explore the problem space before exploring the solution space,” said MIT Sloan professor Steve Eppinger. The mistake they make is to try and empathize, connecting the stated problem only to their own experiences. This falsely leads to the belief that you completely understand the situation. But the actual problem is always broader, more nuanced, or different than people originally assume.

Take the example of a meal delivery service in Holstebro, Denmark. When a team first began looking at the problem of poor nutrition and malnourishment among the elderly in the city, many of whom received meals from the service, it thought that simply updating the menu options would be a sufficient solution. But after closer observation, the team realized the scope of the problem was much larger , and that they would need to redesign the entire experience, not only for those receiving the meals, but for those preparing the meals as well. While the company changed almost everything about itself, including rebranding as The Good Kitchen, the most important change the company made when rethinking its business model was shifting how employees viewed themselves and their work. That, in turn, helped them create better meals (which were also drastically changed), yielding happier, better nourished customers.

Involve users

Imagine you are designing a new walker for rehabilitation patients and the elderly, but you have never used one. Could you fully understand what customers need? Certainly not, if you haven’t extensively observed and spoken with real customers. There is a reason that design thinking is often referred to as human-centered design.

“You have to immerse yourself in the problem,” Eppinger said.

How do you start to understand how to build a better walker? When a team from MIT’s Integrated Design and Management program together with the design firm Altitude took on that task, they met with walker users to interview them, observe them, and understand their experiences.  

“We center the design process on human beings by understanding their needs at the beginning, and then include them throughout the development and testing process,” Eppinger said.

Central to the design thinking process is prototyping and testing (more on that later) which allows designers to try, to fail, and to learn what works. Testing also involves customers, and that continued involvement provides essential user feedback on potential designs and use cases. If the MIT-Altitude team studying walkers had ended user involvement after its initial interviews, it would likely have ended up with a walker that didn’t work very well for customers. 

It is also important to interview and understand other stakeholders, like people selling the product, or those who are supporting the users throughout the product life cycle.

The second phase of design thinking is developing solutions to the problem (which you now fully understand). This begins with what most people know as brainstorming.

Hold nothing back during brainstorming sessions — except criticism. Infeasible ideas can generate useful solutions, but you’d never get there if you shoot down every impractical idea from the start.

“One of the key principles of brainstorming is to suspend judgment,” Eppinger said. “When we're exploring the solution space, we first broaden the search and generate lots of possibilities, including the wild and crazy ideas. Of course, the only way we're going to build on the wild and crazy ideas is if we consider them in the first place.”

That doesn’t mean you never judge the ideas, Eppinger said. That part comes later, in downselection. “But if we want 100 ideas to choose from, we can’t be very critical.”

In the case of The Good Kitchen, the kitchen employees were given new uniforms. Why? Uniforms don’t directly affect the competence of the cooks or the taste of the food.

But during interviews conducted with kitchen employees, designers realized that morale was low, in part because employees were bored preparing the same dishes over and over again, in part because they felt that others had a poor perception of them. The new, chef-style uniforms gave the cooks a greater sense of pride. It was only part of the solution, but if the idea had been rejected outright, or perhaps not even suggested, the company would have missed an important aspect of the solution.

Prototype and test. Repeat.

You’ve defined the problem. You’ve spoken to customers. You’ve brainstormed, come up with all sorts of ideas, and worked with your team to boil those ideas down to the ones you think may actually solve the problem you’ve defined.

“We don’t develop a good solution just by thinking about a list of ideas, bullet points and rough sketches,” Eppinger said. “We explore potential solutions through modeling and prototyping. We design, we build, we test, and repeat — this design iteration process is absolutely critical to effective design thinking.”

Repeating this loop of prototyping, testing, and gathering user feedback is crucial for making sure the design is right — that is, it works for customers, you can build it, and you can support it.

“After several iterations, we might get something that works, we validate it with real customers, and we often find that what we thought was a great solution is actually only just OK. But then we can make it a lot better through even just a few more iterations,” Eppinger said.

Implementation

The goal of all the steps that come before this is to have the best possible solution before you move into implementing the design. Your team will spend most of its time, its money, and its energy on this stage.

“Implementation involves detailed design, training, tooling, and ramping up. It is a huge amount of effort, so get it right before you expend that effort,” said Eppinger.

Design thinking isn’t just for “things.” If you are only applying the approach to physical products, you aren’t getting the most out of it. Design thinking can be applied to any problem that needs a creative solution. When Eppinger ran into a primary school educator who told him design thinking was big in his school, Eppinger thought he meant that they were teaching students the tenets of design thinking.

“It turns out they meant they were using design thinking in running their operations and improving the school programs. It’s being applied everywhere these days,” Eppinger said.

In another example from the education field, Peruvian entrepreneur Carlos Rodriguez-Pastor hired design consulting firm IDEO to redesign every aspect of the learning experience in a network of schools in Peru. The ultimate goal? To elevate Peru’s middle class.

As you’d expect, many large corporations have also adopted design thinking. IBM has adopted it at a company-wide level, training many of its nearly 400,000 employees in design thinking principles .

What can design thinking do for your business?

The impact of all the buzz around design thinking today is that people are realizing that “anybody who has a challenge that needs creative problem solving could benefit from this approach,” Eppinger said. That means that managers can use it, not only to design a new product or service, “but anytime they’ve got a challenge, a problem to solve.”

Applying design thinking techniques to business problems can help executives across industries rethink their product offerings, grow their markets, offer greater value to customers, or innovate and stay relevant. “I don’t know industries that can’t use design thinking,” said Eppinger.

Ready to go deeper?

Read “ The Designful Company ” by Marty Neumeier, a book that focuses on how businesses can benefit from design thinking, and “ Product Design and Development ,” co-authored by Eppinger, to better understand the detailed methods.

Register for an MIT Sloan Executive Education course:

Systematic Innovation of Products, Processes, and Services , a five-day course taught by Eppinger and other MIT professors.

• Leadership by Design: Innovation Process and Culture , a two-day course taught by MIT Integrated Design and Management director Matthew Kressy.
• Managing Complex Technical Projects , a two-day course taught by Eppinger.
• Apply for M astering Design Thinking , a 3-month online certificate course taught by Eppinger and MIT Sloan senior lecturers Renée Richardson Gosline and David Robertson.

Steve Eppinger is a professor of management science and innovation at MIT Sloan. He holds the General Motors Leaders for Global Operations Chair and has a PhD from MIT in engineering. He is the faculty co-director of MIT's System Design and Management program and Integrated Design and Management program, both master’s degrees joint between the MIT Sloan and Engineering schools. His research focuses on product development and technical project management, and has been applied to improving complex engineering processes in many industries.

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How to solve problems using the design thinking process

The design thinking process is a problem-solving design methodology that helps you develop solutions in a human-focused way. Initially designed at Stanford’s d.school, the five stage design thinking method can help solve ambiguous questions, or more open-ended problems. Learn how these five steps can help your team create innovative solutions to complex problems.

As humans, we’re approached with problems every single day. But how often do we come up with solutions to everyday problems that put the needs of individual humans first?

This is how the design thinking process started.

What is the design thinking process?

The design thinking process is a problem-solving design methodology that helps you tackle complex problems by framing the issue in a human-centric way. The design thinking process works especially well for problems that are not clearly defined or have a more ambiguous goal.

One of the first individuals to write about design thinking was John E. Arnold, a mechanical engineering professor at Stanford. Arnold wrote about four major areas of design thinking in his book, “Creative Engineering” in 1959. His work was later taught at Stanford’s Hasso-Plattner Institute of Design (also known as d.school), a design institute that pioneered the design thinking process. 

This eventually led Nobel Prize laureate Herbert Simon to outline one of the first iterations of the design thinking process in his 1969 book, “The Sciences of the Artificial.” While there are many different variations of design thinking, “The Sciences of the Artificial” is often credited as the basis. 

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A non-linear design thinking approach

Design thinking is not a linear process. It’s important to understand that each stage of the process can (and should) inform the other steps. For example, when you’re going through user testing, you may learn about a new problem that didn’t come up during any of the previous stages. You may learn more about your target personas during the final testing phase, or discover that your initial problem statement can actually help solve even more problems, so you need to redefine the statement to include those as well. 

Why use the design thinking process

The design thinking process is not the most intuitive way to solve a problem, but the results that come from it are worth the effort. Here are a few other reasons why implementing the design thinking process for your team is worth it.

Focus on problem solving

As human beings, we often don’t go out of our way to find problems. Since there’s always an abundance of problems to solve, we’re used to solving problems as they occur. The design thinking process forces you to look at problems from many different points of view. 

The design thinking process requires focusing on human needs and behaviors, and how to create a solution to match those needs. This focus on problem solving can help your design team come up with creative solutions for complex problems. 

Encourages collaboration and teamwork

The design thinking process cannot happen in a silo. It requires many different viewpoints from designers, future customers, and other stakeholders . Brainstorming sessions and collaboration are the backbone of the design thinking process.

Foster innovation

The design thinking process focuses on finding creative solutions that cater to human needs. This means your team is looking to find creative solutions for hyper specific and complex problems. If they’re solving unique problems, then the solutions they’re creating must be equally unique.

The iterative process of the design thinking process means that the innovation doesn’t have to end—your team can continue to update the usability of your product to ensure that your target audience’s problems are effectively solved. 

The 5 stages of design thinking

Currently, one of the more popular models of design thinking is the model proposed by the Hasso-Plattner Institute of Design (or d.school) at Stanford. The main reason for its popularity is because of the success this process had in successful companies like Google, Apple, Toyota, and Nike. Here are the five steps designated by the d.school model that have helped many companies succeed.

1. Empathize stage

The first stage of the design thinking process is to look at the problem you’re trying to solve in an empathetic manner. To get an accurate representation of how the problem affects people, actively look for people who encountered this problem previously. Asking them how they would have liked to have the issue resolved is a good place to start, especially because of the human-centric nature of the design thinking process. 

Empathy is an incredibly important aspect of the design thinking process.  The design thinking process requires the designers to put aside any assumptions and unconscious biases they may have about the situation and put themselves in someone else’s shoes. 

For example, if your team is looking to fix the employee onboarding process at your company, you may interview recent new hires to see how their onboarding experience went. Another option is to have a more tenured team member go through the onboarding process so they can experience exactly what a new hire experiences.

2. Define stage

Sometimes a designer will encounter a situation when there’s a general issue, but not a specific problem that needs to be solved. One way to help designers clearly define and outline a problem is to create human-centric problem statements. 

A problem statement helps frame a problem in a way that provides relevant context in an easy to comprehend way. The main goal of a problem statement is to guide designers working on possible solutions for this problem. A problem statement frames the problem in a way that easily highlights the gap between the current state of things and the end goal. 

Tip: Problem statements are best framed as a need for a specific individual. The more specific you are with your problem statement, the better designers can create a human-centric solution to the problem. 

Examples of good problem statements:

We need to decrease the number of clicks a potential customer takes to go through the sign-up process.

We need to decrease the new subscriber unsubscribe rate by 10%. 

We need to increase the Android app adoption rate by 20%.

3. Ideate stage

This is the stage where designers create potential solutions to solve the problem outlined in the problem statement. Use brainstorming techniques with your team to identify the human-centric solution to the problem defined in step two. 

Here are a few brainstorming strategies you can use with your team to come up with a solution:

Standard brainstorm session: Your team gathers together and verbally discusses different ideas out loud.

Brainwrite: Everyone writes their ideas down on a piece of paper or a sticky note and each team member puts their ideas up on the whiteboard. 

Worst possible idea: The inverse of your end goal. Your team produces the most goofy idea so nobody will look silly. This takes out the rigidity of other brainstorming techniques. This technique also helps you identify areas that you can improve upon in your actual solution by looking at the worst parts of an absurd solution. 

It’s important that you don’t discount any ideas during the ideation phase of brainstorming. You want to have as many potential solutions as possible, as new ideas can help trigger even better ideas. Sometimes the most creative solution to a problem is the combination of many different ideas put together.

4. Prototype stage

During the prototype phase, you and your team design a few different variations of inexpensive or scaled down versions of the potential solution to the problem. Having different versions of the prototype gives your team opportunities to test out the solution and make any refinements. 

Prototypes are often tested by other designers, team members outside of the initial design department, and trusted customers or members of the target audience. Having multiple versions of the product gives your team the opportunity to tweak and refine the design before testing with real users. During this process, it’s important to document the testers using the end product. This will give you valuable information as to what parts of the solution are good, and which require more changes.

After testing different prototypes out with teasers, your team should have different solutions for how your product can be improved. The testing and prototyping phase is an iterative process—so much so that it’s possible that some design projects never end.

After designers take the time to test, reiterate, and redesign new products, they may find new problems, different solutions, and gain an overall better understanding of the end-user. The design thinking framework is flexible and non-linear, so it’s totally normal for the process itself to influence the end design. 

Tips for incorporating the design thinking process into your team

If you want your team to start using the design thinking process, but you’re unsure of how to start, here are a few tips to help you out. 

Start small: Similar to how you would test a prototype on a small group of people, you want to test out the design thinking process with a smaller team to see how your team functions. Give this test team some small projects to work on so you can see how this team reacts. If it works out, you can slowly start rolling this process out to other teams.

Incorporate cross-functional team members : The design thinking process works best when your team members collaborate and brainstorm together. Identify who your designer’s key stakeholders are and ensure they’re included in the small test team. 

Organize work in a collaborative project management software : Keep important design project documents such as user research, wireframes, and brainstorms in a collaborative tool like Asana . This way, team members will have one central source of truth for anything relating to the project they’re working on.

Foster collaborative design thinking with Asana

The design thinking process works best when your team works collaboratively. You don’t want something as simple as miscommunication to hinder your projects. Instead, compile all of the information your team needs about a design project in one place with Asana. 

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Design Thinking (DT)

What is design thinking (dt).

Design thinking is a non-linear, iterative process that teams use to understand users, challenge assumptions, redefine problems and create innovative solutions to prototype and test. It is most useful to tackle ill-defined or unknown problems and involves five phases: Empathize, Define, Ideate, Prototype and Test.

• Transcript loading…

Why Is Design Thinking so Important?

“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, CEO of IDEO

Design thinking fosters innovation . Companies must innovate to survive and remain competitive in a rapidly changing environment. In design thinking, cross-functional teams work together to understand user needs and create solutions that address those needs. Moreover, the design thinking process helps unearth creative solutions.

Design teams use design thinking to tackle ill-defined/unknown problems (aka wicked problems ). Alan Dix, Professor of Human-Computer Interaction, explains what wicked problems are in this video.

Wicked problems demand teams to think outside the box, take action immediately, and constantly iterate—all hallmarks of design thinking.

Don Norman, a pioneer of user experience design, explains why the designer’s way of thinking is so powerful when it comes to such complex problems.

Design thinking offers practical methods and tools that major companies like Google, Apple and Airbnb use to drive innovation. From architecture and engineering to technology and services, companies across industries have embraced the methodology to drive innovation and address complex problems. 

The End Goal of Design Thinking: Be Desirable, Feasible and Viable

The design thinking process aims to satisfy three criteria: desirability (what do people desire?), feasibility (is it technically possible to build the solution?) and viability (can the company profit from the solution?). Teams begin with desirability and then bring in the other two lenses.

© Interaction Design Foundation, CC BY-SA 4.0

Desirability: Meet People’s Needs

The design thinking process starts by looking at the needs, dreams and behaviors of people—the end users. The team listens with empathy to understand what people want, not what the organization thinks they want or need. The team then thinks about solutions to satisfy these needs from the end user’s point of view.

Feasibility: Be Technologically Possible

Once the team identifies one or more solutions, they determine whether the organization can implement them. In theory, any solution is feasible if the organization has infinite resources and time to develop the solution. However, given the team’s current (or future resources), the team evaluates if the solution is worth pursuing. The team may iterate on the solution to make it more feasible or plan to increase its resources (say, hire more people or acquire specialized machinery).

At the beginning of the design thinking process, teams should not get too caught up in the technical implementation. If teams begin with technical constraints, they might restrict innovation.

Viability: Generate Profits

A desirable and technically feasible product isn’t enough. The organization must be able to generate revenues and profits from the solution. The viability lens is essential not only for commercial organizations but also for non-profits. 

Traditionally, companies begin with feasibility or viability and then try to find a problem to fit the solution and push it to the market. Design thinking reverses this process and advocates that teams begin with desirability and bring in the other two lenses later.

The Five Stages of Design Thinking

Stanford University’s Hasso Plattner Institute of Design, commonly known as the d.school, is renowned for its pioneering approach to design thinking. Their design process has five phases: Empathize, Define, Ideate, Prototype, and Test. These stages are not always sequential. Teams often run them in parallel, out of order, and repeat them as needed.

Stage 1: Empathize —Research Users' Needs

The team aims to understand the problem, typically through user research. Empathy is crucial to design thinking because it allows designers to set aside your assumptions about the world and gain insight into users and their needs.

Stage 2: Define—State Users' Needs and Problems

Once the team accumulates the information, they analyze the observations and synthesize them to define the core problems. These definitions are called problem statements . The team may create personas to help keep efforts human-centered.

Stage 3: Ideate—Challenge Assumptions and Create Ideas

With the foundation ready, teams gear up to “think outside the box.” They brainstorm alternative ways to view the problem and identify innovative solutions to the problem statement.

Stage 4: Prototype—Start to Create Solutions

This is an experimental phase. The aim is to identify the best possible solution for each problem. The team produces inexpensive, scaled-down versions of the product (or specific features found within the product) to investigate the ideas. This may be as simple as paper prototypes .

Stage 5: Test—Try the Solutions Out

The team tests these prototypes with real users to evaluate if they solve the problem. The test might throw up new insights, based on which the team might refine the prototype or even go back to the Define stage to revisit the problem.

These stages are different modes that contribute to the entire design project rather than sequential steps. The goal is to gain a deep understanding of the users and their ideal solution/product.

Design Thinking Frameworks

There is no single definition or process for design thinking. The five-stage design thinking methodology described above is just one of several frameworks.

Hasso-Platner Institute Panorama

Ludwig Wilhelm Wall, CC BY-SA 3.0 , via Wikimedia Commons

Innovation doesn’t follow a linear path or have a clear-cut formula. Global design leaders and consultants have interpreted the abstract design process in different ways and have proposed other frameworks of design thinking.

Head, Heart and Hand by the American Institution of Graphic Arts (AIGA)

The Head, Heart, and Hand approach by AIGA (American Institute of Graphic Arts) is a holistic perspective on design. It integrates the intellectual, emotional, and practical aspects of the creative process.

More than a process, the Head, Heart and Hand framework outlines the different roles that designers must perform to create great results.

© American Institute of Graphic Arts, Fair Use

“ Head ” symbolizes the intellectual component. The team focuses on strategic thinking, problem-solving and the cognitive aspects of design. It involves research and analytical thinking to ensure that design decisions are purposeful.

“ Heart ” represents the emotional dimension. It emphasizes empathy, passion, and human-centeredness. This aspect is crucial in understanding the users’ needs, desires, and experiences to ensure that designs resonate on a deeper, more personal level.

“ Hand ” signifies the practical execution of ideas, the craftsmanship, and the skills necessary to turn concepts into tangible solutions. This includes the mastery of tools, techniques, and materials, as well as the ability to implement and execute design ideas effectively.

Inspire, Ideate, Implement by IDEO

IDEO is a leading design consultancy and has developed its own version of the design thinking framework.

IDEO’s design thinking process is a cyclical three-step process that involves Inspiration, Ideation and Implementation.

© IDEO, Public License

In the “ Inspire ” phase, the team focuses on understanding users’ needs, behaviors, and motivations. The team empathizes with people through observation and user interviews to gather deep insights.

In the “ Ideate ” phase, the team synthesizes the insights gained to brainstorm a wide array of creative solutions. This stage encourages divergent thinking, where teams focus on quantity and variety of ideas over immediate practicality. The goal is to explore as many possibilities as possible without constraints.

In the “ Implement ” phase, the team brings these ideas to life through prototypes. The team tests, iterates and refines these ideas based on user feedback. This stage is crucial for translating abstract concepts into tangible, viable products, services, or experiences.

The methodology emphasizes collaboration and a multidisciplinary approach throughout each phase to ensure solutions are innovative and deeply rooted in real human needs and contexts.

The Double Diamond by the Design Council

In the book Designing Social Systems in a Changing World , Béla Heinrich Bánáthy, Professor at San Jose State University and UC Berkeley, created a “divergence-convergence model” diagram. The British Design Council interpreted this diagram to create the Double Diamond design process model.

As the name suggests, the double diamond model consists of two diamonds—one for the problem space and the other for the solution space. The model uses diamonds to represent the alternating diverging and converging activities.

© Design Council, CC BY 4.0

In the diverging “ Discover ” phase, designers gather insights and empathize with users’ needs. The team then converges in the “ Define ” phase to identify the problem.

The second, solution-related diamond, begins with “ Develop ,” where the team brainstorms ideas. The final stage is “ Deliver ,” where the team tests the concepts and implements the most viable solution.

This model balances expansive thinking with focused execution to ensure that design solutions are both creative and practical. It underscores the importance of understanding the problem thoroughly and carefully crafting the solution, making it a staple in many design and innovation processes.

With the widespread adoption of the double diamond framework, Design Council’s simple visual evolved.

In this expanded and annotated version, the framework emphasizes four design principles:

Be people-centered.

Communicate (visually and inclusively).

Collaborate and co-create.

Iterate, iterate, iterate!

The updated version also highlights the importance of leadership (to create an environment that allows innovation) and engagement (to connect with different stakeholders and involve them in the design process).

Common Elements of Design Thinking Frameworks

On the surface, design thinking frameworks look very different—they use alternative names and have different numbers of steps. However, at a fundamental level, they share several common traits.

Start with empathy . Focus on the people to come up with solutions that work best for individuals, business, and society.

Reframe the problem or challenge at hand . Don’t rush into a solution. Explore the problem space and look at the issue through multiple perspectives to gain a more holistic, nuanced understanding.

Initially, employ a divergent style of thinking (analyze) . In the problem space, gather as many insights as possible. In the solution space, encourage team members to generate and explore as many solutions as possible in an open, judgment-free ideation space.

Later, employ a convergent style of thinking (synthesize) . In the problem space, synthesize all data points to define the problem. In the solution space, whittle down all the ideas—isolate, combine and refine potential solutions to create more mature ideas.

Create and test prototypes . Solutions that make it through the previous stages get tested further to remove potential issues.

Iterate . As the team progresses through the various stages, they revisit different stages and may redefine the challenge based on new insights.

Design thinking is a non-linear process. For example, teams may jump from the test stage to the define stage if the tests reveal insights that redefine the problem. Or, a prototype might spark a new idea, prompting the team to step back into the ideate stage. Tests may also create new ideas for projects or reveal insights about users.

Design Thinking Mindsets: More than a Process

A mindset is a characteristic mental attitude that determines how one interprets and responds to situations . Design thinking mindsets are how individuals think , feel and express themselves during design thinking activities. It includes people’s expectations and orientations during a design project.

Without the right mindset, it can be very challenging to change how we work and think.

The key mindsets that ensure a team can successfully implement design thinking are.

Be empathetic: Empathy is the ability to place yourself, your thinking and feelings in another person’s shoes. Design thinking begins from a deep understanding of the needs and motivations of people—the parents, neighbors, children, colleagues, and strangers who make up a community. 

Be collaborative: No one person is responsible for the outcome when you work in a team. Several great minds are always stronger than just one. Design thinking benefits from the views of multiple perspectives and lets others’ creativity bolster your own.

Be optimistic: Be confident about achieving favorable outcomes. Design thinking is the fundamental belief that we can all create change—no matter how big a problem, how little time, or how small a budget. Designing can be a powerful process no matter what constraints exist around you.

Embrace ambiguity: Get comfortable with ambiguous and complex situations. If you expect perfection, it is difficult to take risks, which limits your ability to create radical change. Design thinking is all about experimenting and learning by doing. It gives you the confidence to believe that new, better things are possible and that you can help make them a reality. 

Be curious: Be open to different ideas. Recognize that you are not the user.

Reframe: Challenge and reframe assumptions associated with a given situation or problem. Don’t take problems at face value. Humans are primed to look for patterns. The unfortunate side effect of these patterns is that we form (often false and sometimes dangerous) stereotypes and assumptions. Design thinking aims to help you break through any preconceived notions and biases and reframe challenges.

Embrace diversity: Work with and engage people with different cultural backgrounds, experiences, and ways of thinking and working. Everyone brings a unique perspective to the team. When you include diverse voices in a team, you learn from each other’s experiences, further helping you break through your assumptions.

Make tangible: When you make ideas tangible, it is faster and easier for everyone on the team to be on the same page. For example, sketching an idea or enacting a scenario is far more convenient and easy to interpret than an elaborate presentation or document.

Take action: Run experiments and learn from them.

Design Thinking vs Agile Methodology

Teams often use design thinking and agile methodologies in project management, product development, and software development. These methodologies have distinct approaches but share some common principles.

Similarities between Design Thinking and Agile

Iterative process.

Both methodologies emphasize iterative development. In design thinking, teams may jump from one phase to another, not necessarily in a set cyclical or linear order. For example, on testing a prototype, teams may discover something new about their users and realize that they must redefine the problem. Agile teams iterate through development sprints.

User-Centered

The agile and design thinking methodologies focus on the end user. All design thinking activities—from empathizing to prototyping and testing—keep the end users front and center. Agile teams continually integrate user feedback into development cycles.

Collaboration and Teamwork

Both methodologies rely heavily on collaboration among cross-functional teams and encourage diverse perspectives and expertise.

Flexibility and Adaptability

With its focus on user research, prototyping and testing, design thinking ensures teams remain in touch with users and get continuous feedback. Similarly, agile teams monitor user feedback and refine the product in a reasonably quick time.

In this video, Laura Klein, author of Build Better Products , describes a typical challenge designers face on agile teams. She encourages designers to get comfortable with the idea of a design not being perfect. Notice the many parallels between Laura’s advice for designers on agile teams and the mindsets of design thinking.

Differences between Design Thinking and Agile

While design thinking and agile teams share principles like iteration, user focus, and collaboration, they are neither interchangeable nor mutually exclusive. A team can apply both methodologies without any conflict.

From a user experience design perspective, design thinking applies to the more abstract elements of strategy and scope. At the same time, agile is more relevant to the more concrete elements of UX: structure, skeleton and surface. For quick reference, here’s an overview of the five elements of user experience.

Design thinking is more about exploring and defining the right problem and solution, whereas agile is about efficiently executing and delivering a product.

Here are the key differences between design thinking and agile.

Design Thinking

It primarily originates in design and borrows from multiple disciplines, including psychology, systems thinking, and business strategy.

It primarily originates from software development and borrows from disciplines such as manufacturing and project management.

Primary Focus

Problem-solving and innovative solutions.

Efficient product delivery.

Phase of Application

Usually, toward the beginning of a project. Aims to define the problem and test and pick a solution.

Usually, after teams have a clear solution. Aims to deliver that solution and continuously iterate on the live product.

Structure and Documentation

Fluid process, less formal and relatively lesser documentation.

Structured and formal process with extensive documentation.

End product

An idea or solution, usually with a prototype, may not be tangible.

Tangible, working product (usually software) shipped to end users.

Design Sprint: A Condensed Version of Design Thinking

A design sprint is a 5-day intensive workshop where cross-functional teams aim to develop innovative solutions.

The design sprint is a very structured version of design thinking that fits into the timeline of a sprint (a sprint is a short timeframe in which agile teams work to produce deliverables). Developed by Google Ventures, the design sprint seeks to fast-track innovation.

In this video, user researcher Ditte Hvas Mortensen explains the design sprint in detail.

Learn More about Design Thinking

Design consultancy IDEO’s designkit is an excellent repository of design thinking tools and case studies.

To keep up with recent developments in design thinking, read IDEO CEO Tim Brown’s blog .

Enroll in our course Design Thinking: The Ultimate Guide —an excellent guide to get you started on your design thinking projects.

Questions related to Design Thinking

You don’t need any certification to practice design thinking. However, learning about the nuances of the methodology can help you:

Pick the appropriate methods and tailor the process to suit the unique needs of your project.

Avoid common pitfalls when you apply the methods.

Better lead a team and facilitate workshops.

Increase the chances of coming up with innovative solutions.

IxDF has a comprehensive course to help you gain the most from the methodology: Design Thinking: The Ultimate Guide .

Anyone can apply design thinking to solve problems. Despite what the name suggests, non-designers can use the methodology in non-design-related scenarios. The methodology helps you think about problems from the end user’s perspective. Some areas where you can apply this process:

Develop new products with greater chances of success.

Address community-related issues (such as education, healthcare and environment) to improve society and living standards.

Innovate/enhance existing products to gain an advantage over the competition.

Achieve greater efficiencies in operations and reduce costs.

Use the Design Thinking: The Ultimate Guide course to apply design thinking to your context today.

A framework is the basic structure underlying a system, concept, or text. There are several design thinking frameworks with slight differences. However, all the frameworks share some traits. Each framework: 

Begins with empathy.

Reframes the problem or challenge at hand.

Initially employs divergent styles of thinking to generate ideas.

Later, it employs convergent styles of thinking to narrow down the best ideas,

Creates and tests prototypes.

Iterates based on the tests.

Some of the design thinking frameworks are:

5-stage design process by d.school

7-step early traditional design process by Herbert Simon

The 5-Stage DeepDive™ by IDEO

The “Double Diamond” Design Process Model by the Design Council

Collective Action Toolkit (CAT) by Frog Design

The LUMA System of Innovation by LUMA Institute

For details about each of these frameworks, see 10 Insightful Design Thinking Frameworks: A Quick Overview .

IDEO’s 3-Stage Design Thinking Process consists of inspiration, ideation and implementation:

Inspire : The problem or opportunity inspires and motivates the search for a solution.

Ideate : A process of synthesis distills insights which can lead to solutions or opportunities for change.

Implement : The best ideas are turned into a concrete, fully conceived action plan.

IDEO is a leader in applying design thinking and has developed many frameworks. Find out more in 10 Insightful Design Thinking Frameworks: A Quick Overview .

Design Council's Double Diamond diagram depicts the divergent and convergent stages of the design process.

Béla H. Bánáthy, founder of the White Stag Leadership Development Program, created the “divergence-convergence” model in 1996. In the mid-2000s, the British Design Council made this famous as the Double Diamond model.

The Double Diamond diagram graphically represents a design thinking process. It highlights the divergent and convergent styles of thinking in the design process. It has four distinct phases:

Discover: Initial idea or inspiration based on user needs.

Define: Interpret user needs and align them with business objectives.

Develop: Develop, iterate and test design-led solutions.

Deliver: Finalize and launch the end product into the market.

Double Diamond is one of several design thinking frameworks. Find out more in 10 Insightful Design Thinking Frameworks: A Quick Overview .

There are several design thinking methods that you can choose from, depending on what stage of the process you’re in. Here are a few common design thinking methods:

User Interviews: to understand user needs, pain points, attitudes and behaviors.

5 Whys Method: to dig deeper into problems to diagnose the root cause.

User Observations: to understand how users behave in real life (as opposed to what they say they do).

Affinity Diagramming: to organize research findings.

Empathy Mapping: to empathize with users based on research insights.

Journey Mapping: to visualize a user’s experience as they solve a problem.

6 Thinking Hats: to encourage a group to think about a problem or solution from multiple perspectives.

Brainstorming: to generate ideas.

Prototyping: to make abstract ideas more tangible and test them.

Dot Voting: to select ideas.

Start applying these methods to your work today with the Design Thinking template bundle .

For most of the design thinking process, you will need basic office stationery:

Pen and paper

Sticky notes

Whiteboard and markers

Print-outs of templates and canvases as needed (such as empathy maps, journey maps, feedback capture grid etc.) You can also draw these out manually.

Prototyping materials such as UI stencils, string, clay, Lego bricks, sticky tapes, scissors and glue.

A space to work in.

You can conduct design thinking workshops remotely by:

Using collaborative software to simulate the whiteboard and sticky notes.

Using digital templates instead of printed canvases.

Download print-ready templates you can share with your team to practice design thinking today.

Design thinking is a problem-solving methodology that helps teams better identify, understand, and solve business and customer problems.

When businesses prioritize and empathize with customers, they can create solutions catering to their needs. Happier customers are more likely to be loyal and organically advocate for the product.

Design thinking helps businesses develop innovative solutions that give them a competitive advantage.

Gain a competitive advantage in your business with Design Thinking: The Ultimate Guide .

The evolution of Design Thinking can be summarised in 8 key events from the 1960s to 2004.

© Interaction Design Foundation, CC BY-SA 4.0.

Herbert Simon’s 1969 book, "The Sciences of the Artificial," has one of the earliest references to design thinking. David Kelley, founder of the design consultancy IDEO, coined the term “design thinking” and helped make it popular.

For a more comprehensive discussion on the origins of design thinking, see The History of Design Thinking .

Some organizations that have employed design thinking successfully are:

Airbnb: Airbnb used design thinking to create a platform for people to rent out their homes to travelers. The company focused on the needs of both hosts and guests . The result was a user-friendly platform to help people find and book accommodations.

PillPack: PillPack is a prescription home-delivery system. The company focused on the needs of people who take multiple medications and created a system that organizes pills by date and time. Amazon bought PillPack in 2018 for $1 billion .

Google Creative Lab: Google Creative Lab collaborated with IDEO to discover how kids physically play and learn. The team used design thinking to create Project Bloks . The project helps children develop foundational problem-solving skills "through coding experiences that are playful, tactile and collaborative.”

See more examples of design thinking and learn practical methods in Design Thinking: The Ultimate Guide .

Innovation essentially means a new idea. Design thinking is a problem-solving methodology that helps teams develop new ideas. In other words, design thinking can lead to innovation.

Human-Centered Design is a newer term for User-Centered Design

“Human-centred design is an approach to interactive systems development that aims to make systems usable and useful by focusing on the users, their needs and requirements, and by applying human factors/ergonomics, and usability knowledge and techniques. This approach enhances effectiveness and efficiency, improves human well-being, user satisfaction, accessibility and sustainability; and counteracts possible adverse effects of use on human health, safety and performance.”

— ISO 9241-210:2019(en), ISO (the International Organization for Standardization)  

User experience expert Don Norman describes human-centered design (HCD) as a more evolved form of user-centered design (UCD). The word "users" removes their importance and treats them more like objects than people. By replacing “user” with “human,” designers can empathize better with the people for whom they are designing. Don Norman takes HCD a step further and prefers the term People-Centered Design.

Design thinking has a broader scope and takes HCD beyond the design discipline to drive innovation.

People sometimes use design thinking and human-centered design to mean the same thing. However, they are not the same. HCD is a formal discipline with a specific process used only by designers and usability engineers to design products. Design thinking borrows the design methods and applies them to problems in general.

Design Sprint condenses design thinking into a 1-week structured workshop

Google Ventures condensed the design thinking framework into a time-constrained 5-day workshop format called the Design Sprint. The sprint follows one step per day of the week:

Monday: Unpack

Tuesday: Sketch

Wednesday: Decide

Thursday: Prototype

Friday: Test

Learn more about the design sprint in Make Your UX Design Process Agile Using Google’s Methodology .

Systems Thinking is a distinct discipline with a broader approach to problem-solving

“Systems thinking is a way of exploring and developing effective action by looking at connected wholes rather than separate parts.”

— Introduction to Systems thinking, Report of GSE and GORS seminar, Civil Service Live

Both HCD and Systems Thinking are formal disciplines. Designers and usability engineers primarily use HCD. Systems thinking has applications in various fields, such as medical, environmental, political, economic, human resources, and educational systems.

HCD has a much narrower focus and aims to create and improve products. Systems thinking looks at the larger picture and aims to change entire systems.

Don Norman encourages designers to incorporate systems thinking in their work. Instead of looking at people and problems in isolation, designers must look at them from a systems point of view.

In summary, UCD and HCD refer to the same field, with the latter being a preferred phrase.

Design thinking is a broader framework that borrows methods from human-centered design to approach problems beyond the design discipline. It encourages people with different backgrounds and expertise to work together and apply the designer’s way of thinking to generate innovative solutions to problems.

Systems thinking is another approach to problem-solving that looks at the big picture instead of specific problems in isolation.

The design sprint is Google Ventures’ version of the design thinking process, structured to fit the design process in 1 week.

There are multiple design thinking frameworks, each with a different number of steps and phase names. One of the most popular frameworks is the Stanford d.School 5-stage process.

Design thinking is an iterative and non-linear process. It contains five phases: 1. Empathize, 2. Define, 3. Ideate, 4. Prototype and 5. Test. It is important to note the five stages of design thinking are not always sequential. They do not have to follow a specific order, and they can often occur in parallel or be repeated iteratively. The stages should be understood as different modes which contribute to the entire design project, rather than sequential steps.

For more details, see The 5 Stages in the Design Thinking Process .

IDEO is a leading design consultancy and has developed its own version of the design thinking framework and adds the dimension of implementation in the process.

IDEO’s framework uses slightly different terms than d.school’s design thinking process and adds an extra dimension of implementation. The steps in the DeepDive™ Methodology are: Understand, Observe, Visualize, Evaluate and Implement.

IDEO’s DeepDive™ Methodology includes the following steps:

Understand: Conduct research and identify what the client needs and the market landscape

Observe: Similar to the Empathize step, teams observe people in live scenarios and conduct user research to identify their needs and pain points.

Visualize: In this step, the team visualizes new concepts. Similar to the Ideate phase, teams focus on creative, out-of-the-box and novel ideas.

Evaluate: The team prototypes ideas and evaluates them. After refining the prototypes, the team picks the most suitable one.

Implement: The team then sets about to develop the new concept for commercial use.

IDEO’s DeepDive™ is one of several design thinking frameworks. Find out more in 10 Insightful Design Thinking Frameworks: A Quick Overview .

Answer a Short Quiz to Earn a Gift

What are the stages in the design thinking process?

• Brainstorm, Prototype, Design, Launch, Test
• Define, Ideate, Research, Design, Test
• Empathize, Define, Ideate, Prototype, Test

Why is empathy critical in the design thinking process?

• It allows designers to understand and address the real needs of users.
• It helps designers maintain control over the creative process.
• It makes sure the solution is inexpensive and easy to create.

What is the primary purpose of the prototyping phase in design thinking?

• To explore potential solutions and how they might work in real-world situations
• To finalize the product design for mass production
• To sell the idea to stakeholders with a high-fidelity (hi-fi) demonstration

What is a "wicked problem" in design thinking?

• Problems that are complex, ill-defined and have no single correct answer.
• Problems that are straightforward and have a clear, single solution.
• Problems that are tricky, but can be solved quickly with conventional methods.

Why is the iterative process important in design thinking?

• It allows design teams to use up all available resources.
• It allows for the improvement of solutions based on user feedback and testing.
• It makes sure the solution remains unchanged throughout development.

Better luck next time!

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Literature on Design Thinking (DT)

Here’s the entire UX literature on Design Thinking (DT) by the Interaction Design Foundation, collated in one place:

Learn more about Design Thinking (DT)

Take a deep dive into Design Thinking (DT) with our course Design Thinking: The Ultimate Guide .

Some of the world’s leading brands, such as Apple, Google, Samsung, and General Electric, have rapidly adopted the design thinking approach, and design thinking is being taught at leading universities around the world, including Stanford d.school, Harvard, and MIT. What is design thinking, and why is it so popular and effective?

Design Thinking is not exclusive to designers —all great innovators in literature, art, music, science, engineering and business have practiced it. So, why call it Design Thinking? Well, that’s because design work processes help us systematically extract, teach, learn and apply human-centered techniques to solve problems in a creative and innovative way—in our designs, businesses, countries and lives. And that’s what makes it so special.

The overall goal of this design thinking course is to help you design better products, services, processes, strategies, spaces, architecture, and experiences. Design thinking helps you and your team develop practical and innovative solutions for your problems. It is a human-focused , prototype-driven , innovative design process . Through this course, you will develop a solid understanding of the fundamental phases and methods in design thinking, and you will learn how to implement your newfound knowledge in your professional work life. We will give you lots of examples; we will go into case studies, videos, and other useful material, all of which will help you dive further into design thinking. In fact, this course also includes exclusive video content that we've produced in partnership with design leaders like Alan Dix, William Hudson and Frank Spillers!

This course contains a series of practical exercises that build on one another to create a complete design thinking project. The exercises are optional, but you’ll get invaluable hands-on experience with the methods you encounter in this course if you complete them, because they will teach you to take your first steps as a design thinking practitioner. What’s equally important is you can use your work as a case study for your portfolio to showcase your abilities to future employers! A portfolio is essential if you want to step into or move ahead in a career in the world of human-centered design.

Design thinking methods and strategies belong at every level of the design process . However, design thinking is not an exclusive property of designers—all great innovators in literature, art, music, science, engineering, and business have practiced it. What’s special about design thinking is that designers and designers’ work processes can help us systematically extract, teach, learn, and apply these human-centered techniques in solving problems in a creative and innovative way—in our designs, in our businesses, in our countries, and in our lives.

That means that design thinking is not only for designers but also for creative employees , freelancers , and business leaders . It’s for anyone who seeks to infuse an approach to innovation that is powerful, effective and broadly accessible, one that can be integrated into every level of an organization, product, or service so as to drive new alternatives for businesses and society.

You earn a verifiable and industry-trusted Course Certificate once you complete the course. You can highlight them on your resume, CV, LinkedIn profile or your website .

All open-source articles on Design Thinking (DT)

What is design thinking and why is it so popular.

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Personas – A Simple Introduction

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Stage 2 in the Design Thinking Process: Define the Problem and Interpret the Results

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What is Ideation – and How to Prepare for Ideation Sessions

Affinity Diagrams: How to Cluster Your Ideas and Reveal Insights

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• 2 years ago

Stage 4 in the Design Thinking Process: Prototype

• 3 years ago

Stage 3 in the Design Thinking Process: Ideate

• 4 years ago

Stage 1 in the Design Thinking Process: Empathise with Your Users

Empathy Map – Why and How to Use It

What Is Empathy and Why Is It So Important in Design Thinking?

10 Insightful Design Thinking Frameworks: A Quick Overview

Define and Frame Your Design Challenge by Creating Your Point Of View and Ask “How Might We”

Design Thinking: Get Started with Prototyping

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5 Common Low-Fidelity Prototypes and Their Best Practices

Design Thinking: New Innovative Thinking for New Problems

The History of Design Thinking

Test Your Prototypes: How to Gather Feedback and Maximize Learning

• 11 mths ago

The Ultimate Guide to Understanding UX Roles and Which One You Should Go For

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Stage 5 in the Design Thinking Process: Test

What Are Wicked Problems and How Might We Solve Them?

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What is design thinking?

Design and conquer: in years past, the word “design” might have conjured images of expensive handbags or glossy coffee table books. Now, your mind might go straight to business. Design and design thinking are buzzing in the business community more than ever. Until now, design has focused largely on how something looks; these days, it’s a dynamic idea used to describe how organizations can adjust their problem-solving approaches to respond to rapidly changing environments—and create maximum impact and shareholder value. Design is a journey and a destination. Design thinking is a core way of starting the journey and arriving at the right destination at the right time.

Simply put, “design thinking is a methodology that we use to solve complex problems , and it’s a way of using systemic reasoning and intuition to explore ideal future states,” says McKinsey partner Jennifer Kilian. Design thinking, she continues, is “the single biggest competitive advantage that you can have, if your customers are loyal to you—because if you solve for their needs first, you’ll always win.”

Get to know and directly engage with senior McKinsey experts on design thinking

Tjark Freundt is a senior partner in McKinsey’s Hamburg office, Tomas Nauclér is a senior partner in the Stockholm office, Daniel Swan is a senior partner in the Stamford office, Warren Teichner is a senior partner in the New York office, Bill Wiseman is a senior partner in the Seattle office, and Kai Vollhardt is a senior partner in the Munich office.

And good design is good business. Kilian’s claim is backed up with data: McKinsey Design’s 2018 Business value of design report  found that the best design performers increase their revenues  and investor returns at nearly twice the rate of their industry competitors. What’s more, over a ten-year period, design-led companies outperformed  the S&P 500 by 219 percent.

As you may have guessed by now, design thinking goes way beyond just the way something looks. And incorporating design thinking into your business is more than just creating a design studio and hiring designers. Design thinking means fundamentally changing how you develop your products, services, and, indeed, your organization itself.

Read on for a deep dive into the theory and practice of design thinking.

Learn more about McKinsey’s Design Practice , and check out McKinsey’s latest Business value of design report here .

How do companies build a design-driven company culture?

There’s more to succeeding in business than developing a great product or service that generates a financial return. Empathy and purpose are core business needs. Design thinking means putting customers, employees, and the planet at the center of problem solving.

McKinsey’s Design Practice has learned that design-led organizations start with design-driven cultures. Here are four steps  to building success through the power of design:

Understand your audience. Design-driven companies go beyond asking what customers and employees want, to truly understanding why they want it. Frequently, design-driven companies will turn to cultural anthropologists and ethnographers to drill down into how their customers use and experience products, including what motivates them and what turns them away.

Makeup retailer Sephora provides an example. When marketing leaders actually watched  shoppers using the Sephora website, they realized customers would frequently go to YouTube to watch videos of people using products before making a purchase. Using this information, the cosmetics retailer developed its own line of demonstration videos, keeping shoppers on the site and therefore more likely to make a purchase.

• Bring design to the executive table. This leader can be a chief design officer, a chief digital officer, or a chief marketing officer. Overall, this executive should be the best advocate for the company’s customers and employees, bringing the point of view of the people, the planet, and the company’s purpose into strategic business decisions. The design lead should also build bridges between multiple functions and stakeholders, bringing various groups into the design iteration process.
• Design in real time. To understand how and why people—both customers and employees—use processes, products, or services, organizations should develop a three-pronged design-thinking model that combines design, business strategy, and technology. This approach allows business leaders to spot trends, cocreate using feedback and data, prototype, validate, and build governance models for ongoing investment.

Act quickly. Good design depends on agility. That means getting a product to users quickly, then iterating based on customer feedback. In a design-driven culture, companies aren’t afraid to release products that aren’t quite perfect. Designers know there is no end to the design process. The power of design, instead, lies in the ability to adopt and adapt as needs change. When designers are embedded within teams, they are uniquely positioned to gather and digest feedback, which can lead to unexpected revelations. Ultimately, this approach creates more impactful and profitable results than following a prescribed path.

Consider Instagram. Having launched an initial product in 2010, Instagram’s founders paid attention to what the most popular features were: image sharing, commenting, and liking. They relaunched with a stripped-down version a few months later, resulting in 100,000 downloads in less than a week and over two million users in under two months —all without any strategic promotion.

Learn more about McKinsey’s Design Practice .

What’s the relationship between user-centered design and design thinking?

Both processes are design led. And they both emphasize listening to and deeply understanding users and continually gathering and implementing feedback to develop, refine, and improve a service.

Where they are different is scale. User-centered design focuses on improving a specific product or service . Design thinking takes a broader view  as a way to creatively address complex problems—whether for a start-up, a large organization, or society as a whole.

User-centered design is great for developing a fantastic product or service. In the past, a company could coast on a superior process or product for years before competitors caught up. But now, as digitization drives more frequent and faster disruptions, users demand a dynamic mix of product and service. Emphasis has shifted firmly away  from features and functions toward purpose, lifestyle, and simplicity of use.

Introducing McKinsey Explainers : Direct answers to complex questions

McKinsey analysis has found that some industries—such as telecommunications, automotive, and consumer product companies— have already made strides toward combining product and service into a unified customer experience . Read on for concrete examples of how companies have applied design thinking to offer innovative—and lucrative—customer experiences.

Learn more about our Operations Practice .

What is the design-thinking process?

McKinsey analysis has shown that the design-thinking approach creates more value  than conventional approaches. The right design at the right price point spurs sustainability and resilience in a demonstrable way—a key driver of growth.

According to McKinsey’s Design  Practice, there are two key steps to the design-thinking process:

• Developing an understanding of behavior and needs that goes beyond what people are doing right now to what they will need in the future and how to deliver that. The best way to develop this understanding is to spend time with people.
• “Concepting,” iterating, and testing . First start with pen and paper, sketching out concepts. Then quickly put these into rough prototypes—with an emphasis on quickly. Get feedback, refine, and test again. As American chemist Linus Pauling said : “The way to get good ideas is to get lots of ideas and throw the bad ones away.”

What is D4VG versus DTV?

For more than a decade, manufacturers have used a design-to-value (DTV) model  to design and release products that have the features needed to be competitive at a low cost. During this time, DTV efforts were groundbreaking because they were based on data rather than experience. They also reached across functions, in contrast to the typical value-engineering approach.

The principles of DTV have evolved into design for value and growth (D4VG), a new way of creating products that provide exceptional customer experiences while driving both value and growth. Done right, D4VG efforts generate products with the features, form, and functionality that turn users into loyal fans .

D4VG products can cost more to build, but they can ultimately raise margins by delivering on a clear understanding of a product’s core brand attributes, insights into people’s motivations, and design thinking.

Learn more about our Consumer Packaged Goods Practice .

What is design for sustainability?

As consumers, companies, and regulators shift toward increased sustainability, design processes are coming under even more scrutiny. The challenge is that carbon-efficient production processes tend to be more complex and can require more carbon-intensive materials. The good news is that an increased focus on design for sustainability (DFS), especially at the research and development stage , can help mitigate some of these inefficiencies and ultimately create even more sustainable products.

For example, the transition from internal-combustion engines to electric-propulsion vehicles  has highlighted emissions-intensive automobile production processes. One study found that around 20 percent of the carbon generated by a diesel vehicle comes from its production . If the vehicle ran on only renewable energy, production emissions would account for 85 percent of the total. With more sustainable design, electric-vehicle (EV) manufacturers stand to reduce the lifetime emissions of their products significantly.

To achieve design for sustainability at scale, companies can address three interrelated elements at the R&D stage:

• rethinking the way their products use resources, adapting them to changing regulations, adopting principles of circularity, and making use of customer insights
• understanding and tracking emissions and cost impact of design decisions in support of sustainability goals
• fostering the right mindsets and capabilities to integrate sustainability into every product and design decision

What is ‘skinny design’?

Skinny design is a less theoretical aspect of design thinking. It’s a method whereby consumer goods companies reassess the overall box size of products by reducing the total cubic volume of the package. According to McKinsey analysis , this can improve overall business performance in the following ways:

• Top-line growth of 4 to 5 percent through improvements in shelf and warehouse holding power. The ability to fit more stock into warehouses ultimately translates to growth.
• Bottom-line growth of more than 10 percent . Packing more product into containers and trucks creates the largest savings. Other cost reductions can come from designing packaging to minimize the labor required and facilitate automation.
• Sustainability improvements associated with reductions in carbon emissions through less diesel fuel burned per unit. Material choices can also confer improvements to the overall footprint.

Read more about skinny design and how it can help maximize the volume of consumer products that make it onto shelves.

Learn more about McKinsey’s Operations Practice .

How can a company become a top design performer?

The average person’s standard for design is higher than ever. Good design is no longer just a nice-to-have for a company. Customers now have extremely high expectations for design, whether it’s customer service, instant access to information, or clever products that are also aesthetically relevant in the current culture.

McKinsey tracked the design practices of 300 publicly listed companies  over a five-year period in multiple countries. Advanced regression analysis of more than two million pieces of financial data and more than 100,000 design actions revealed 12 actions most correlated to improved financial performance. These were then clustered into the following four themes:

• Analytical leadership . For the best financial performers, design is a top management issue , and design performance is assessed with the same rigor these companies use to approach revenue and cost. The companies with the top financial returns have combined design and business leadership through bold, design-centric visions. These include a commitment to maintain a baseline level of customer understanding among all executives. The CEO of one of the world’s largest banks, for example, spends one day a month with the bank’s clients and encourages all members of the company’s C-suite to do the same.
• Cross-functional talent . Top-performing companies make user-centric design everyone’s responsibility, not a siloed function. Companies whose designers are embedded within cross-functional teams have better overall business performance . Further, the alignment of design metrics with functional business metrics (such as financial performance, user adoption rates, and satisfaction results) is also correlated to better business performance.
• Design with people, not for people . Design flourishes best, according to our research, in environments that encourage learning, testing, and iterating with users . These practices increase the odds of creating breakthrough products and services, while at the same time reducing the risk of costly missteps.
• User experience (UX) . Top-quartile companies embrace the full user experience  by taking a broad-based view of where design can make a difference. Design approaches like mapping customer journeys can lead to more inclusive and sustainable solutions.

What are some real-world examples of how design thinking can improve efficiency and user experience?

Understanding the theory of design thinking is one thing. Seeing it work in practice is something else. Here are some examples of how elegant design created value for customers, a company, and shareholders:

• Stockholm’s international airport, Arlanda, used design thinking to address its air-traffic-control problem. The goal was to create a system that would make air traffic safer and more effective. By understanding the tasks and challenges of the air-traffic controllers, then collaboratively working on prototypes and iterating based on feedback, a working group was able to design a new departure-sequencing tool  that helped air-traffic controllers do their jobs better. The new system greatly reduced the amount of time planes spent between leaving the terminal and being in the air, which in turn helped reduce fuel consumption.
• When Tesla creates its electric vehicles , the company closely considers not only aesthetics but also the overall driving experience .
• The consumer electronics industry has a long history of dramatic evolutions lead by design thinking. Since Apple debuted the iPhone in 2007, for example, each new generation has seen additional features, new customers, and lower costs—all driven by design-led value creation .

Learn more about our Consumer Packaged Goods  and Sustainability  Practices.

For a more in-depth exploration of these topics, see McKinsey’s Agile Organizations collection. Learn more about our Design Practice —and check out design-thinking-related job opportunities if you’re interested in working at McKinsey.

Articles referenced:

• “ Skinny design: Smaller is better ,” April 26, 2022, Dave Fedewa , Daniel Swan , Warren Teichner , and Bill Wiseman
• “ Product sustainability: Back to the drawing board ,” February 7, 2022, Stephan Fuchs, Stephan Mohr , Malin Orebäck, and Jan Rys
• “ Emerging from COVID-19: Australians embrace their values ,” May 11, 2020, Lloyd Colling, Rod Farmer , Jenny Child, Dan Feldman, and Jean-Baptiste Coumau
• “ The business value of design ,” McKinsey Quarterly , October 25, 2018, Benedict Sheppard , Hugo Sarrazin, Garen Kouyoumjian, and Fabricio Dore
• “ More than a feeling: Ten design practices to deliver business value ,” December 8, 2017, Benedict Sheppard , John Edson, and Garen Kouyoumjian
• “ Creating value through sustainable design ,” July 25, 2017, Sara Andersson, David Crafoord, and Tomas Nauclér
• “ The expanding role of design in creating an end-to-end customer experience ,” June 6, 2017, Raffaele Breschi, Tjark Freundt , Malin Orebäck, and Kai Vollhardt
• “ Design for value and growth in a new world ,” April 13, 2017, Ankur Agrawal , Mark Dziersk, Dave Subburaj, and Kieran West
• “ The power of design thinking ,” March 1, 2016, Jennifer Kilian , Hugo Sarrazin, and Barr Seitz
• “ Building a design-driven culture ,” September 1, 2015, Jennifer Kilian , Hugo Sarrazin, and Hyo Yeon

Want to know more about design thinking?

Related articles.

Skinny design: Smaller is better

The business value of design

More than a feeling: Ten design practices to deliver business value

Design Thinking: How it works [Theory, Practice & Examples]

So you’ve heard of Design Thinking , but it sounds a bit like hocus-pocus? Imagine standing at the entrance of a sleek, futuristic museum, greeted by a door that refuses to budge. Frustration mounts as you struggle to figure out how to open it, but then, a child approaches, effortlessly pushes the door, and you follow suit, feeling a blend of awe and embarrassment. That moment captures the essence of design thinking—a concept that, like that perplexing door, may initially seem locked, yet holds the key to unlocking innovation, creativity, and problem-solving potential in today’s complex world. In a hurry? Skip the theory and get straight to the 5 stages of design thinking .

Design thinking, a term that has surged in popularity, transcends the realm of aesthetics and reaches into the very core of how we tackle challenges , both big and small. It’s a methodology that isn’t confined to designers alone but is a powerful tool for anyone seeking novel solutions, whether in business, education, healthcare, or even personal life. Design thinking isn’t just a buzzword – it’s a dynamic and transformative approach that promises to reshape how we approach problems and create solutions.

Design Thinking: A Definition

Design thinking is a transformative problem-solving approach that puts human needs and experiences at its core. At its essence, it’s a structured methodology that empowers individuals and organizations to tackle complex challenges by fostering empathy, creativity, and innovation. Unlike traditional problem-solving methods, design thinking is not confined to a linear path; instead, it encourages dynamic and iterative thinking to arrive at innovative solutions (see also: Innovation Management ).

Historical Background

To truly grasp the significance of design thinking, it’s essential to delve into its historical roots. The concept finds its origins in the mid-20th century, primarily within the field of industrial design. Visionaries like Herbert A. Simon and L. Bruce Archer were among the early proponents of this methodology, emphasizing the importance of user-centered design . Over the decades, design thinking evolved, incorporating insights from various disciplines, such as psychology, engineering, and business. It gained prominence in the corporate world thanks to influential figures like David Kelley of IDEO and the Stanford d.school, which helped popularize and formalize the design thinking process we know today.

Design Thinking Core Principles

• Empathy : Design thinking starts with deep empathy for the end-user. This means understanding their needs, desires, and pain points on a profound level. Empathy forms the foundation upon which innovative solutions are built.
• Iteration : Design thinking embraces the idea that the first solution is rarely the best one. It encourages continuous refinement and iteration of ideas through prototyping and testing. This iterative process allows for the discovery of unexpected insights and improvements.
• User-Centricity : The user is the focal point of the entire design thinking process. Solutions are not imposed from the top down; they emerge organically from an understanding of the user’s perspective and needs.
• Collaboration : Design thinking thrives on interdisciplinary collaboration . It brings together individuals with diverse skills and perspectives to foster creative problem-solving.

These principles, combined with a structured framework, make design thinking a potent methodology for addressing a wide range of challenges , from designing user-friendly products to solving complex organizational problems.

The Stages of Design Thinking

While Design Thinking is often described as a mindset, at it’s core it is a five step process.

Stage I: Empathize

The journey of design thinking commences with a crucial first step— empathy . In this initial stage, designers and problem-solvers immerse themselves in the world of the end-user, seeking to understand their needs , desires, and challenges on a profound level. This isn’t a casual observation – it’s a deep dive into the user’s experiences. Empathy involves conducting interviews, surveys, and even shadowing users in their daily routines. The goal? To gain insights that go beyond what’s explicitly stated—to uncover the unspoken, the latent, and the emotions that influence user behavior. Empathy is the bedrock upon which the entire design thinking process rests, for it’s from this wellspring of understanding that innovative solutions emerge. If you want to learn more about understanding different personalities, take our DISC-Test.

Stage II: Define

With a wealth of empathetic insights in hand, the next stage is to distill these observations into a clear and concise problem statement . What are the specific challenges and pain points that need to be addressed? Defining the problem is a pivotal moment in the design thinking process because it frames the entire journey. It’s about reframing the issue to focus on what truly matters to the user. This stage requires a delicate balance of precision and creativity—precision in articulating the problem, and creativity in reframing it to inspire fresh ideas.

Stage III: Ideate

Now, armed with a well-defined problem, the design thinking process enters the ideation stage —a veritable playground for creative brainstorming. Here, the emphasis is on quantity rather than quality, as the goal is to generate a broad spectrum of ideas, no matter how wild or unconventional they may seem. Ideation sessions often involve cross-functional teams engaging in free-flowing discussions, sketching, and mind mapping . It’s in this stage that the magic of creativity takes flight, and seemingly impossible solutions begin to take shape.

Stage IV: Prototype

Ideation is a boundless landscape of possibilities, but to transform these concepts into tangible solutions, the process moves to prototyping . Prototypes are simplified representations of the envisioned solutions, ranging from paper sketches to interactive mock-ups. The purpose of prototyping is to bring ideas to life in a tangible form that can be tested and refined. It’s an essential step to bridge the gap between abstract concepts and real-world applicability. Prototypes serve as a canvas for experimentation and iteration, allowing designers to uncover flaws, make improvements, and fine-tune their solutions.

Stage V: Test!

The final stage of design thinking is where ideas are put to the test in the real world . Testing involves presenting prototypes to the end-users and gathering their feedback . This user-centric approach ensures that the proposed solutions align with the users’ needs and expectations. The feedback loop is iterative, often leading back to the ideation and prototyping stages as insights are gained. This process of testing and refinement continues until the most suitable and effective solution emerges, ready to address the defined problem effectively.

In these stages, design thinking transforms from a theoretical concept into a hands-on, user-driven methodology that fosters innovation and creative problem-solving. Each stage plays a vital role in the iterative process that leads to meaningful solutions.

Design Thinking Examples & Benefits

To truly appreciate the transformative power of design thinking, let’s turn to real-world examples where this methodology has reshaped industries and solved complex problems.

Case Studies

One such shining example comes from Airbnb . In its early days, Airbnb faced a significant challenge: how to establish trust between hosts and guests in the sharing economy. By applying design thinking principles, they delved deep into the user experience, empathizing with both hosts and guests. They introduced features like user profiles, reviews, and a secure payment system, all aimed at fostering trust and confidence. This approach not only propelled Airbnb’s growth but also revolutionized the hospitality industry.

Another compelling case is that of the healthcare giant, Mayo Clinic . In an industry fraught with complexities and patient-centric challenges, Mayo Clinic turned to design thinking to improve patient experiences. They revamped waiting areas, redesigned appointment scheduling, and introduced user-friendly mobile apps for patients to access their medical records. These innovations not only improved patient satisfaction but also enhanced the overall quality of care.

Benefits of the Design Thinking Process

Design thinking isn’t just a methodology; it’s a mindset that empowers individuals and organizations to navigate the complexities of our modern world effectively. Its benefits extend far beyond problem-solving and innovation, permeating into the very fabric of how we approach challenges and create solutions:

• Fosters Innovation : Design thinking places the user at the core of problem-solving, encouraging innovative thinking that leads to groundbreaking solutions.
• Promotes Adaptability : In an ever-changing world, design thinking equips organizations with the ability to pivot and evolve in response to shifting market dynamics and customer preferences.
• Enhanced User Satisfaction : Whether in product design or service delivery, design thinking ensures that solutions precisely meet user needs and expectations, resulting in happier and more loyal customers.
• Encourages Collaboration : Design thinking fosters a culture of collaboration among multidisciplinary teams, promoting teamwork and creativity.

Read more about the benefits in this review of educational research: Having good design thinking skills can assist in solving really complex problems.

Challenges and Criticisms

While design thinking has garnered widespread acclaim, it’s not immune to criticism, and one prevalent concern is the risk of over-hyping. In the rush to embrace this transformative approach, there’s a danger of viewing it as a panacea for all organizational challenges. Design thinking, like any methodology, has its limitations. It’s not a one-size-fits-all solution, and not every problem requires a design thinking approach. Over-hyping can create unrealistic expectations , leading to disappointment when results fall short. It’s essential to strike a balance between recognizing design thinking’s potential and acknowledging its boundaries.

Implementation Challenges

Implementing design thinking within organizations can be a journey fraught with challenges. Resistance to change is a common stumbling block. Employees accustomed to traditional problem-solving methods may find it challenging to adapt to the iterative and user-centric nature of design thinking. Another challenge is the need for time and resources . Design thinking, when done right, demands investment in research, prototyping, and user testing, which can strain budgets and schedules. Additionally, maintaining a consistent commitment to the process throughout the organization can be difficult. Without leadership support and a culture that encourages experimentation and learning from failures, design thinking initiatives may falter. Addressing these challenges requires a thoughtful and strategic approach to ensure that design thinking becomes ingrained in the organizational DNA .

How to Incorporate Design Thinking

Design thinking isn’t reserved for designers alone – it’s a mindset that anyone can cultivate to enhance problem-solving skills and drive innovation in their work and daily lives.

Practical tips for individuals

• Start with Empathy : Whether you’re designing a product or tackling a personal challenge, begin by understanding the needs and perspectives of those involved. Ask questions, actively listen , and put yourself in their shoes.
• Embrace Iteration : Don’t settle for the first solution that comes to mind. Be open to refining and iterating on your ideas. Embrace failure as a learning opportunity.
• Diverse Perspectives : Seek input from people with different backgrounds and viewpoints. Collaborative brainstorming can lead to more creative and effective solutions.
• Prototype and Test : Even in non-design contexts, consider creating prototypes or mock-ups to visualize your ideas. Test them with potential users or stakeholders to gather feedback.
• User-Centric Approach : Always prioritize the end-user or recipient of your work. Your solutions should address their needs and provide value.

Organizational Integration

To foster a design thinking culture within organizations, several steps can be taken:

• Leadership Buy-In : Leaders should champion the adoption of design thinking, setting an example for the rest of the organization. They should communicate its value and allocate resources for its implementation (see also “ Leadership test “)
• Training and Education : Offer design thinking training and workshops to employees at all levels. Equip them with the skills and knowledge to apply design thinking methodologies.
• Cross-Functional Teams : Encourage collaboration across different departments and disciplines. Create teams that bring together diverse skills and perspectives for problem-solving.
• Design Thinking Spaces : Designate physical or virtual spaces where employees can brainstorm, prototype, and test ideas. These spaces should be conducive to creativity and collaboration.
• Reward Innovation : Recognize and reward employees who contribute innovative ideas and solutions through design thinking. Create incentives for innovation and risk-taking.
• Feedback and Continuous Improvement : Establish mechanisms for collecting feedback on design thinking initiatives. Use this feedback to refine processes and adapt to evolving needs.

By following these steps, individuals can harness the power of design thinking in their personal and professional lives, while organizations can create an environment where design thinking thrives, leading to innovative solutions and a more agile , customer-centric approach.

It’s worth emphasizing that design thinking holds greater importance than ever before. It equips individuals and organizations with the tools to navigate change effectively , foster innovation, and create solutions that prioritize the needs of users, transcending disciplinary boundaries.

Consider embracing design thinking in your own context . Whether you’re seeking solutions in your daily life or aiming to cultivate a culture of creativity within your organization, the key lies in embracing empathy, collaboration, and a willingness to experiment. These qualities unlock the potential of design thinking.

In the words of the iconic designer and innovator Steve Jobs , “ Design is how it works .” Let design thinking be the guiding light in our intricate world, where innovation and user-centric solutions pave the path forward. Its enduring relevance underscores our innate capacity to create, adapt, and thrive .

You might also be interested in: Pareto Concept – Why it still works!

Additional Resources

For readers eager to dive deeper into the world of design thinking, there is a wealth of resources available to further your understanding and expertise:

• “ Design Thinking for Strategic Innovation ” by Idris Mootee: This book offers a strategic perspective on design thinking and its application in business.
• “ Change by Design ” by Tim Brown: Tim Brown, CEO of IDEO, provides valuable insights into the design thinking process and its potential for innovation.
• “ The Design Thinking Playbook ” by Michael Lewrick, Patrick Link, and Larry Leifer: A comprehensive guide to practical design thinking methods and tools.
• IDEO U ( https://www.ideou.com/ ): IDEO U offers online courses and resources on design thinking, innovation, and leadership.
• Stanford d.school ( https://dschool.stanford.edu/ ): Explore Stanford University’s d.school website for design thinking tools, case studies, and free resources.
• Nielsen Norman Group ( https://www.nngroup.com/ ): The Nielsen Norman Group offers valuable insights and research on user-centered design and usability.
• Coursera Design Thinking Specialization : This series of courses offered by the University of Virginia on Coursera provides a comprehensive understanding of design thinking principles and their application.
• edX Design Thinking MicroMasters Program : This program by Rochester Institute of Technology on edX covers design thinking, innovation, and leadership.

VIDEO: Doreen Lorenzo about Design Thinking (TedTalk)

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World Leaders in Research-Based User Experience

Design Thinking 101

July 31, 2016 2016-07-31

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In This Article:

Definition of design thinking, why — the advantage, flexibility — adapt to fit your needs, scalability — think bigger, history of design thinking.

Design thinking is an ideology supported by an accompanying process . A complete definition requires an understanding of both.

Definition: The design thinking ideology asserts that a hands-on, user-centric approach to problem solving can lead to innovation, and innovation can lead to differentiation and a competitive advantage. This hands-on, user-centric approach is defined by the design thinking process and comprises 6 distinct phases, as defined and illustrated below.

The design-thinking framework follows an overall flow of 1) understand, 2) explore, and 3) materialize. Within these larger buckets fall the 6 phases: empathize, define, ideate, prototype, test, and implement.

Conduct research in order to develop knowledge about what your users do, say, think, and feel .

Imagine your goal is to improve an onboarding experience for new users. In this phase, you talk to a range of actual users.  Directly observe what they do, how they think, and what they want, asking yourself things like ‘what motivates or discourages users?’ or ‘where do they experience frustration?’ The goal is to gather enough observations that you can truly begin to empathize with your users and their perspectives.

Combine all your research and observe where your users’ problems exist. While pinpointing your users’ needs , begin to highlight opportunities for innovation.

Consider the onboarding example again. In the define phase, use the data gathered in the empathize phase to glean insights. Organize all your observations and draw parallels across your users’ current experiences. Is there a common pain point across many different users? Identify unmet user needs.

Brainstorm a range of crazy, creative ideas that address the unmet user needs identified in the define phase. Give yourself and your team total freedom; no idea is too farfetched and quantity supersedes quality.

At this phase, bring your team members together and sketch out many different ideas. Then, have them share ideas with one another, mixing and remixing, building on others' ideas.

Build real, tactile representations for a subset of your ideas. The goal of this phase is to understand what components of your ideas work, and which do not. In this phase you begin to weigh the impact vs. feasibility of your ideas through feedback on your prototypes.

Make your ideas tactile. If it is a new landing page, draw out a wireframe and get feedback internally.  Change it based on feedback, then prototype it again in quick and dirty code. Then, share it with another group of people.

Return to your users for feedback. Ask yourself ‘Does this solution meet users’ needs?’ and ‘Has it improved how they feel, think, or do their tasks?’

Put your prototype in front of real customers and verify that it achieves your goals. Has the users’ perspective during onboarding improved? Does the new landing page increase time or money spent on your site? As you are executing your vision, continue to test along the way.

Put the vision into effect. Ensure that your solution is materialized and touches the lives of your end users.

This is the most important part of design thinking, but it is the one most often forgotten. As Don Norman preaches, “we need more design doing.” Design thinking does not free you from the actual design doing. It’s not magic.

“There’s no such thing as a creative type. As if creativity is a verb, a very time-consuming verb. It’s about taking an idea in your head, and transforming that idea into something real. And that’s always going to be a long and difficult process. If you’re doing it right, it’s going to feel like work.”  - Milton Glaser

As impactful as design thinking can be for an organization, it only leads to true innovation if the vision is executed. The success of design thinking lies in its ability to transform an aspect of the end user’s life. This sixth step — implement — is crucial.

Why should we introduce a new way to think about product development? There are numerous reasons to engage in design thinking, enough to merit a standalone article, but in summary, design thinking achieves all these advantages at the same time.

Design thinking:

• Is a user-centered process that starts with user data, creates design artifacts that address real and not imaginary user needs, and then tests those artifacts with real users
• Leverages collective expertise and establishes a shared language, as well as buy-in amongst your team
• Encourages innovation by exploring multiple avenues for the same problem

Jakob Nielsen says “ a wonderful interface solving the wrong problem will fail ." Design thinking unfetters creative energies and focuses them on the right problem. 

The above process will feel abstruse at first. Don’t think of it as if it were a prescribed step-by-step recipe for success. Instead, use it as scaffolding to support you when and where you need it. Be a master chef, not a line cook: take the recipe as a framework, then tweak as needed.

Each phase is meant to be iterative and cyclical as opposed to a strictly linear process, as depicted below. It is common to return to the two understanding phases, empathize and define, after an initial prototype is built and tested. This is because it is not until wireframes are prototyped and your ideas come to life that you are able to get a true representation of your design. For the first time, you can accurately assess if your solution really works. At this point, looping back to your user research is immensely helpful. What else do you need to know about the user in order to make decisions or to prioritize development order? What new use cases have arisen from the prototype that you didn’t previously research?

You can also repeat phases. It’s often necessary to do an exercise within a phase multiple times in order to arrive at the outcome needed to move forward. For example, in the define phase, different team members will have different backgrounds and expertise, and thus different approaches to problem identification. It’s common to spend an extended amount of time in the define phase, aligning a team to the same focus. Repetition is necessary if there are obstacles in establishing buy-in. The outcome of each phase should be sound enough to serve as a guiding principle throughout the rest of the process and to ensure that you never stray too far from your focus.

The packaged and accessible nature of design thinking makes it scalable. Organizations previously unable to shift their way of thinking now have a guide that can be comprehended regardless of expertise, mitigating the range of design talent while increasing the probability of success. This doesn’t just apply to traditional “designery” topics such as product design, but to a variety of societal, environmental, and economical issues. Design thinking is simple enough to be practiced at a range of scopes; even tough, undefined problems that might otherwise be overwhelming. While it can be applied over time to improve small functions like search, it can also be applied to design disruptive and transformative solutions, such as restructuring the career ladder for teachers in order to retain more talent. 

It is a common misconception that design thinking is new. Design has been practiced for ages : monuments, bridges, automobiles, subway systems are all end-products of design processes. Throughout history, good designers have applied a human-centric creative process to build meaningful and effective solutions.

In the early 1900's husband and wife designers Charles and Ray Eames practiced “learning by doing,” exploring a range of needs and constraints before designing their Eames chairs, which continue to be in production even now, seventy years later. 1960's dressmaker Jean Muir was well known for her “common sense” approach to clothing design, placing as much emphasis on how her clothes felt to wear as they looked to others. These designers were innovators of their time. Their approaches can be viewed as early examples of design thinking — as they each developed a deep understanding of their users’ lives and unmet needs. Milton Glaser, the designer behind the famous I ♥ NY logo, describes this notion well: “We’re always looking, but we never really see…it’s the act of attention that allows you to really grasp something, to become fully conscious of it.”

Despite these (and other) early examples of human-centric products, design has historically been an afterthought in the business world, applied only to touch up a product’s aesthetics. This topical design application has resulted in corporations creating solutions which fail to meet their customers’ real needs. Consequently, some of these companies moved their designers from the end of the product-development process, where their contribution is limited, to the beginning. Their human-centric design approach proved to be a differentiator: those companies that used it have reaped the financial benefits of creating products shaped by human needs.

In order for this approach to be adopted across large organizations, it needed to be standardized. Cue design thinking, a formalized framework of applying the creative design process to traditional business problems.

The specific term "design thinking" was coined in the 1990's by David Kelley and Tim Brown of IDEO, with Roger Martin, and encapsulated methods and ideas that have been brewing for years into a single unified concept.

We live in an era of experiences , be they services or products, and we’ve come to have high expectations for these experiences. They are becoming more complex in nature as information and technology continues to evolve. With each evolution comes a new set of unmet needs. While design thinking is simply an approach to problem solving, it increases the probability of success and breakthrough innovation.

Learn more about design thinking in the full-day course Generating Big Ideas with Design Thinking .

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• May 27, 2013

50 Design Problems In 50 Days: Real Empathy For Innovation (Part 1)

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About The Author

Peter Smart is a designer, speaker and writer from the UK. He recently travelled 2517 miles to try and solve 50 problems in 50 days using design. He now … More about Pete ↬

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Weekly tips on front-end & UX . Trusted by 200,000+ folks.

I recently travelled 2517 miles to try to solve 50 problems in 50 days using design — a journey that would challenge me to fundamentally rethink my understanding of the user-experience design process.

I set myself a challenge. I wanted to test the limits of design’s ability to solve problems — big and small. To do this, I left the comfort of my computer chair and set out into the unknown. Each day, I had 24 hours to observe a problem, attempt to solve it and then communicate the solution .

On my own shoestring budget, from grimy backstreet hostels to bustling cities, I travelled Europe attempting to solve a different social problem that I observed every day. The project itself was an incredible experience. Some days, my solutions were OK, some days I failed, and some days the solutions were great. The point, however, was not to succeed, but to get up every day and try again — even when I had failed the day before.

The adventure taught me an unbelievable amount about design’s power to solve problems and about my own capacities as a designer. Importantly, it honed my ability to think through and tackle problems rapidly.

In the first of three articles, I’ll share what travelling from the bustling metropolis of London to the cobbled backstreets of Turin taught me about the design process and about the power of empathy to foster innovation .

Tube Congestion

It was day 19 of my 50-day adventure. I found myself dashing to catch an underground train, running until I arrived at the station to find a sea of people crammed onto the platform. There were problems on the line, and trains were delayed. Surveying the scene, I decided to make this my problem for the day.

I took a step back, analyzed the situation in front of me and got to work. Having started my own design consultancy at 15 years old and now consulting as a user-experience lead, I knew how I would start:

• Observe . I examined the flow of people, watched them jostle for position and looked at the methods of entry and exit from the platform.
• Analyze . I calculated the time between trains, counted the number of people waiting to board and tried to identify patterns in the way people behaved.
• Interview . I spoke to people waiting to board, asked them how they felt and what would make this experience better.

I collected as much useful information as I could about the way people were engaging with the service…

… and came up with nothing.

At best, I had some pretty predictable solutions, chief of which was simply to increase the number of trains — a solution that hardly felt adequate.

Frustrated, I sat down. Then as the next train arrived, opened its doors and let on passengers, I heard a voice bellowing in the distance:

“Move! Come on! Move!”

I looked up to find a hefty underground attendant shouting at commuters. I walked over and asked him what the problem was.

“We can fit more people on the train, but they just won’t get on!”

I thought for a moment.

The next train rolled in.

Passengers started to board.

And I got on.

Immediately, the train pulled away, and I tried to find a place to stand, still surprised that I had decided to board. As I tried to find a spot among the sweaty mass of people, I suddenly understood the real problem.

There was space further down towards the middle of each carriage, enough to fit at least another 10 people. However, people didn’t want to move down the carriages. Instead, they crammed by the doors for fear of not being able to get off at their stop.

Whereas my best design processes had failed, getting on the train revealed the real problem to me as clear as day. I discovered the underlying problem not because I had observed, analyzed or interviewed, but because I had felt it myself.

Real Empathy

Trying to solve 50 problems in 50 days enabled me to realize, among other things, that the constraints of our design process can allow us to neglect a vital tenant of creating truly effective solutions: it can allow us to miss real empathy.

Real empathy is not naturally fostered in focus groups. It’s not uncovered in analytics. It doesn’t start with personas or empathy maps.

Real empathy starts with people .

Innovation Via Immersion

My adventure fundamentally challenged me on how we understand people as part of our design process. The quality of our problem solving is directly linked to our ability to understand the problem. As I tried to tackle a new problem every day, I learned that analysis of people’s behaviours and problems simply wasn’t enough — I had to make them my own .

From sitting with beggars on the streets of Turin (day 42) to getting lost in the streets of Antwerp (day 23) to having no money or energy in Zurich (day 38), my adventures immersed me in unfamiliar situations and enabled me to learn, analyze and solve more effectively than I ever could in isolation.

Empathic research helps us understand our users’ needs beyond the functional, enabling us to develop more appropriate design outcomes. It is one of a raft of valuable processes and tools, on its own seemingly no more important than any other. However, while good designers understand the tools, great designers understand people .

Methods For Anyone And Everyone

Empathic research is not new. Yet, it is too often treated merely as a tool to create new products or as the domain of pin-up design agencies that have the budgets and clients to accommodate this type of critical inquiry. This needn’t be, and simply is not, the case. The best-designed solutions, however small, are born from real understanding of the underlying, complex needs.

We can’t all travel thousands of miles every time we start a new project, and commercial realities constrain the time and resources of our projects. However, gaining a deeper understanding of people doesn’t require allocating drastically more time for ethnographic research or sacrificing other areas of the process.

Below are some of the methods I started to employ on my adventure, with many more picked up along the way. Use them, build on them, and develop your own. Our aim should be to understand people more deeply and, in doing so, to solve their problems more effectively.

Get Into A Cold Sweat

Do everything you can to feel what your audience feels, whether it’s ecstasy, powerlessness or relief. Say you are tasked with creating a journey-planning website. It is too often a temptation to unquestioningly rely on the conventions we’ve accumulated from other designed experiences. Innovation is born out of a natural distrust of convention and a desire to create smarter, more intuitive experiences.

Pick two locations you’ve never been to and try to travel from one to the other without using any technology. You’ll soon have that unnerving feeling of being lost in unfamiliar surroundings. Doing so will surface valuable, first-hand insight into the interventions you’ve relied on when no technology was at hand. How did you find your way? Which landmarks guided you? What processes did you rely on? How can these tools be translated into your service? The empathic research process is grounded in understanding an experience from the user’s perspective. Feeling what your users feel will enable you to understand complex scenarios more intimately and, in doing do, to solve them more effectively.

Interview People Meet People

To gain empathic understanding, rather than distanced analysis, go to meet people where they are — in their environments, not in our labs. Focus groups give us some insight into people’s experiences, but they can’t enable true understanding. We’re aware that experiences are felt: they are predominantly emotional not rational. By asking people to communicate their experiences in our settings, we are asking them to rationalise their thoughts and actions. This can never paint an totally accurate picture.

Rather than interviewing users, we should look to meet people. Take creating an e-commerce website for a bathroom retailer. Go down to a showroom and watch how people interact with the products. Meeting people in their environments allows us not only to ask them what they think of the products in front of them, but to physically see how they form their opinions . What stages of decision-making did they go through? Where were they looking? What did they compare the product to in order to reach their decision? These insights will inevitably inform better decisions and foster more intuitive results.

Everyone Is A Designer

If empathic research teaches us anything, it’s to be humble and realize that everyone on the planet is a designer — and is usually better at solving problems than we are . We all commit deliberate acts of organization to overcome problems, from the way we arrange our desks to the way we use a window to catch our reflection. Empathic investigation helps us to observe the ways in which people are already overcoming obstacles, and it often uncovers solutions that are more elegant than we’d expect.

Trying to design a daily news-feed mobile app? Walk into any library and spend some time looking at how people physically interact with information. From bending page corners into bookmarks, to underlining in pencil to make scanning faster, to positioning journals side by side for easier cross-referencing, once you start to really look, you’ll gain insights that enable you to combine people’s half-solutions into even more useful experiences.

Prototype In Situ

When we try to consolidate what we’ve learnt into design decisions, we do so in our studios, often on our high quality screens. Try picking up your pen, getting out of the office and finding a location in which someone might typically use the service you’re creating. Now try to design. You’ll soon have to deal with the same distractions, complications and restrictions that some of your users face. How does that affect your design decisions?

There are many more techniques for getting under people’s skin, but these are just a few to start. Ultimately, empathic research is not about asking users what they want, but about understanding their needs for ourselves.

The Solution… Not Quite

So, what was the result of getting on that underground train, being squashed among busy commuters and feeling people’s anxiety for myself?

Initially, the result was another pretty predictable solution .

I leveraged the closing of the train doors to suggest that people move closer together. This didn’t feel good enough — more like a public-service announcement than an effective solution.

The Solution: Play

So, I thought harder, drawing on my experiences and instinctive responses, and I ended up asking myself the question, “How can I turn a logistical problem into an enjoyable experience that people actually want to engage with?”

The solution? To introduce “play”. I transformed the floors of the underground carriage into a game of Monopoly. Rather than standing in jail, people are encouraged to move down the carriage, towards Mayfair — an engaging and participatory solution to a complex problem.

Since being published, 50 Problems in 50 Days has received some super press and some unexpected awards. This particular solution was one of the most discussed and has been one of the most widely shared.

Empathetic understanding is a vital tool in fostering innovation. If we can better understand the people we are designing for, the better our decisions, designs and results will be. Travelling 2517 miles taught me that if we wish to innovate, we must go beyond analyzing people’s experiences and try and make them our own.

Understanding people better often requires us to get outside and get our hands dirty but, in doing so, allows us to better analyze and solve. In the words of Diego Rodriguez , partner at IDEO:

"In doing, there is knowing. Doing is the resolution of knowing."

Thanks for reading. Stay tuned for more problems, solutions and learning from my 2517-mile adventure. In part two, I’ll describe how trying to solve 50 problems in 50 days taught me it’s OK to be an utter fool… and how it’s OK for you to be one, too.

Further Reading

• Design Something Every Day!
• Why Transitions Are Important
• Taming The Wild Mind
• The Vanilla Web Diet

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A guide to problem framing: best practices & templates

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When creating solutions and products, it’s critical to correctly frame the problem you’re attempting to solve. 

Remember the Google Glass? What about the Segway? Taken on their own account, these were groundbreaking products with cutting-edge technology. No one had seen anything like them before. Yet they failed for a simple reason: They were solutions in search of a problem.

Now imagine if their creators had spent more time trying to understand the problem their customers faced. Imagine they had actually tried to identify a real challenge and properly define how it could be addressed. The result would have likely been closer to a Tesla or even an iPhone — at the very least, we wouldn’t be talking about them in nearly the same way.

This shows just how important it is to frame a problem before trying to solve it. Let’s go over in detail how you can apply problem framing to your next project.

What is problem framing?

Problem framing is a process for analyzing, understanding, and ultimately defining a problem or challenge in order to develop an effective solution. While it can be done on an individual level, it is typically practiced across teams so that you can achieve alignment and work more cohesively toward an agreed-upon outcome. 

In short, problem framing is an opportunity to take a step back, assess the landscape of your problem and break down its root causes, then focus on a solution that is most likely to lead to the outcome you want.

Why problem framing is critical for better outcomes

Framing the problem is important because it sets the direction and scope of the solution design process, ensuring that efforts are focused on addressing the core issues. It helps avoid wasted time and resources on irrelevant or superficial solutions.

Good design and effective iteration can help improve a product, but they won’t tell you if you’re addressing the right problem — only problem framing can do that. Here are some ways this process can ensure your solution achieves better results:

• It provides clarity. Whether your team isn’t sure what problem they’re facing or can’t reach an agreement, taking the time to break the problem apart can ensure everyone understands it. And that is crucial to developing a solution that actually works.
• It narrows the scope. With a better understanding of the problem, you can eliminate everything but the most essential aspects that need to be addressed. That means only addressing underlying issues instead of just their symptoms.
• It achieves alignment. By having a clear definition in hand, you can ensure that all team members and stakeholders share a common understanding of the problem and how to address it. This will help reduce misunderstandings and conflict.
• It increases efficiency. While some may think problem framing is an extra step, it can actually help keep you from wasting resources and time by preventing you from focusing on irrelevant or ineffective solutions.

How to frame a problem

Whether you think you have a good idea of your problem or have no clue where to begin, learning how to properly frame it can give you new insights into how to solve it. Here’s a process for doing just that.

Create a problem statement

A good first step is to make sure that everyone can agree on what exactly the problem is. This is a great opportunity to write out a problem statement, or a clear and concise explanation of the problem or challenge you intend to solve.

The goal behind writing a problem statement is to describe the problem as comprehensively as possible, while also spurring your team into action. If your team can’t even reach an agreement on what the problem is, then try to discuss the problem from multiple angles to ensure you’re incorporating multiple perspectives. This will help you achieve alignment. 

Even when everyone already has a good idea of the problem, this step can still help ensure complete clarity by taking the simple but effective step of making your team write it down. Learn more about what goes into creating a good problem statement in our full guide .

Identify and understand the problem's root cause

Although identifying your problem’s root cause or causes should be a part of writing out your problem statement , it’s important enough to deserve a discussion on its own. After all, if you are just focusing on the symptoms of your problem, then any solution you develop will ultimately fail.

The key to uncovering a problem’s root cause is to ask why it is happening, rather than what. Typically, there will be multiple answers to this. One way to start organizing and categorizing these different causes and their various effects is by using a fishbone diagram . Start out by writing down your problem, then come up with different categories that could be contributing to it. From there, start brainstorming different causes.

Once you have everything laid out cleanly, you can vote on what you think are the most significant contributors — or, if necessary, even rethink the problem itself.

Empathize with the end-users of the problem

Once you have a good idea of your problem and can articulate it, you also need to ensure that this is a problem your stakeholders face. That means being able to properly understand and empathize with their needs.

To accomplish this, consider organizing an empathy mapping session . Start out by gathering a diverse range of stakeholders in order to reduce biases and leverage different perspectives. Ask them to share their opinion regarding the product, service, or situation, encouraging open-ended responses. As you gather this feedback, divide it into four different categories: thoughts, feelings, actions, and observations —then start looking for areas of improvement. This is where your highest priority problems will be.

The act of interviewing your stakeholders, writing down their responses, and organizing them across different categories should give you a much deeper understanding of the user’s point of view and their needs. 

Frame the problem to brainstorm solutions

With your user research in hand and your problem statement honed, it’s time to start framing the problem in order to come up with effective solutions.

During this process, your goal should be to get your team to rethink the problem in creative ways to help you find new ways to solve it. While there are many ways to do this, the Mural problem framing template provides a simple three-step procedure that can help you explore your challenge in new ways to get the right answer. Each person must transform the problem into four different questions that invite deeper, more nuanced thinking. These questions are then discussed, voted on, and narrowed down to the most promising, providing you with a clear frame for future work.

Tips to effectively frame the problem

Thinking through problems in new ways and effectively framing them involves outside-the-box creativity , a healthy dose of empathy, and a willingness to take risks. This can be intimidating for some people. So here are some quick tips to help make this process more effective.

Start with asynchronous collaboration

Focused sessions are the most effective sessions — and what you probably want to focus on the most while problem framing is coming up with possible solutions. That’s why encouraging stakeholders, end-users, and other participants to start collaborating asynchronously on ways to reframe and rethink your problem can be so beneficial. 

Plus, getting participants to work on their own can help avoid groupthink, or the tendency to come up with ideas people will agree with rather than ideas that are actually useful. This will ultimately lead to better decisions and more effective solutions.

In-person sessions aren’t the only way to collaborate!  Learn how async collaboration can solve your meeting problem .

Map out the context of the problem

Helping your team understand the drivers and impacts of the issue you are trying to solve will help them gain a more nuanced view on why this issue exists, as well as how best to solve it. This is why bringing in end users and empathizing with their needs is so important — but there’s no reason you have to stop there. By creating a customer journey map , you can identify vital pain points in the customer experience, locate areas for improvement, and create solutions that are personalized to the customer.

Mural offers several customer journey templates to get you started. For instance, our map template lets you break down the journey across five separate components for a more granular view, while our experience diagramming template is great for examining individual customer’s experiences. 

Don't be afraid to dig deeper with stakeholders and the end-users

Fully understanding an issue and how it affects your stakeholders can take time. For some, this can be frustrating. After all, your objective is to come up with a solution, which will likely require a fair amount of design and iteration itself. 

Try to resist the urge to jump ahead. Instead, embrace the problem-framing process as much as possible by digging in deep with your stakeholders and end users. Really try to explore and understand why their problem exists in the first place so you can find a better potential solution.

Even if all this takes extra time, just remember that it’s better to properly identify and understand the problem you aim to solve rather than solving the wrong problem.

Hold a vote to prioritize solutions

If you’re fortunate, you’ll come to the end of your problem framing session with a wealth of possible solutions to choose from. But this can also be overwhelming. Which is the best course of action? How should you decide?

When faced with these questions, you could try creating a prioritization matrix . This simple tool allows you to quickly identify and weigh the most important factors when making a decision. These could include factors like risk, costs, benefits, and stakeholder interests. You can then place them on a matrix according to the criteria of your choosing, such as potential difficulty and potential impact.

Once you’ve narrowed down your solutions, you could hold a vote to further prioritize what you’ll work on next. Lucky for you, Mural comes with a built-in voting feature that makes this easy.

Hold better problem-framing sessions

Often used in the design thinking process , problem framing is an essential step for understanding the issues you need to solve and uncovering creative new solutions for addressing them. And it doesn’t have to be limited to the beginning of projects. As your projects change and evolve, problem framing can be a useful process for realigning your team and making sure they are staying focused on what matters most.

But you’re not doing it on your own. With its array of tools, templates, and features, the Mural platform is designed to help you at every step of the process: from the first sticky note, to the project’s last step in execution. 

Start designing with digital whiteboard platform or go ahead and dive into our library of templates . And don’t forget to let us know what you come up with!

Looking to level-up client engagements? Learn how to make client collaboration more engaging and personalized with this cheat-sheet.

Frequently asked questions on problem framing

What is the main focus of problem framing.

The main focus of problem framing is to define the problem accurately, understand its underlying causes, and identify its broader implications. It aims to provide a clear and comprehensive view of the problem, enabling teams to develop targeted and effective solutions.

What is the difference between problem statements and problem framing?

Problem statements simply state the issue at hand, while problem framing goes a step further by providing context, boundaries, and a deeper understanding of the problem's root causes and impact.

What are the main benefits of problem framing?

The benefits of problem framing include clear direction for the project, targeted and impactful solutions, user-centric design, fostering innovation and creativity, and improved problem-solving and decision-making. It ensures that organizations solve the right problems and achieve more successful outcomes.

Related blog posts

How to Write Problem Statements You’ll Actually Use

How to Identify the Right Problems to Solve

4 common challenges and pitfalls in design thinking

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Design Thinking: A Guide to Creative Problem-Solving (2024)

Updated: Jan 02, 2024 By:  Dessign Team

Design thinking is a problem-solving methodology that focuses on human needs. It is a human-centered approach to innovation that aims to create innovative solutions to complex problems. The process begins with empathy, where designers seek to understand the needs, behaviors, and pain points of the users.

This is followed by defining the problem, ideating, prototyping, and testing. The iterative process allows designers to refine their ideas and create solutions that are not only innovative but also meet the needs of the users.

Design thinking is a methodology that can be applied to a wide range of problems. It is used by designers , businesses, and organizations to develop new products, services, and processes. The methodology is based on the idea that the best solutions are created when designers work collaboratively with users and stakeholders.

By involving users in the design process, designers can create solutions that are more effective and meet the needs of the users. Design thinking can also be used to identify new opportunities for growth and innovation.

Key Takeaways

• Design thinking is a human-centered approach to problem-solving that focuses on the needs of the users.
• The process involves empathy, defining the problem, ideating, prototyping, and testing.
• Design thinking can be applied to a wide range of problems and is used by designers, businesses, and organizations to develop new products, services, and processes.

Fundamentals of Design Thinking

Design thinking is a problem-solving methodology that involves building innovative solutions by understanding human needs and constraints. It is a collaborative and iterative process that can help designers and developers create products and services that are both user-centric and profitable.

Understanding the Process

The design thinking process is a non-linear process that involves five stages: empathize, define, ideate, prototype, and test. The process starts with empathizing with the user and understanding their needs. The next stage is defining the problem statement and organizing the observations. Then, ideation techniques are used to brainstorm solutions, followed by the experimental phase of prototyping. The final stage is testing and iterating on the prototype until the solution meets the user's needs and constraints.

Role of Empathy

Empathy is a critical component of design thinking. It involves putting oneself in the user's shoes and understanding their pain points, emotional needs, and visions. Through empathy, designers can gain insights into the user's behavior and develop innovative solutions that meet their needs.

Importance of Ideation

Ideation is the process of generating creative solutions to the problem statement. Designers use ideation techniques such as the worst possible idea and scampering to come up with innovative solutions. Ideation is an essential stage in the design thinking process because it helps designers generate a range of ideas and select the best solution.

Prototype Development

Prototyping is the process of building a physical or digital representation of the solution. Prototyping allows designers to test the solution and get feedback from users. It is an iterative process that involves building, testing, and refining the prototype until it meets the user's needs and constraints.

Testing and Iteration

Testing is the process of evaluating the prototype and getting feedback from users. It involves observing how users interact with the prototype and collecting data on their behavior. Based on the feedback, designers can iterate on the prototype and refine the solution until it meets the user's needs and constraints.

Design thinking is a powerful methodology that can help designers and developers create innovative solutions to complex problems. By focusing on human needs and constraints, designers can create products and services that provide value to customers and give organizations a competitive advantage.

Applications of Design Thinking

Design thinking has proven to be a valuable methodology for solving complex problems and creating innovative solutions. Its human-centered approach to problem-solving has made it a popular choice in various industries, including business, product development, service design, and organizational culture.

In Business and Strategy

Design thinking is becoming increasingly popular in the business world as it helps organizations to develop innovative solutions that meet the needs of their customers. By using design thinking, businesses can define their problem statement, understand their audience, and create solutions that have a competitive advantage.

Design thinking can also be used in strategy development. It helps businesses to identify and prioritize opportunities, create a vision for growth, and develop a plan to achieve their goals. By using design thinking, businesses can create a strategy that is grounded in human needs and insights.

In Product Development

Design thinking is a valuable methodology for product development as it helps designers to understand the needs of their users and develop products that meet those needs. The process involves empathizing with users, defining the problem, ideating solutions, prototyping, and testing.

By using design thinking, designers can create products that provide value to their users and differentiate themselves from their competitors. It also helps them to iterate and improve their products based on feedback from their users.

In Service Design

Design thinking is widely used in service design as it helps designers to create services that are user-centric and meet the needs of their users. The process involves empathizing with users, defining the problem, ideating solutions, prototyping, and testing.

By using design thinking, designers can create services that provide value to their users and differentiate themselves from their competitors. It also helps them to iterate and improve their services based on feedback from their users.

In Organizational Culture

Design thinking is not just a methodology for problem-solving but also a way of thinking that can transform organizational culture. By using design thinking, organizations can create a culture that is focused on human needs, collaboration, and innovation.

Design thinking can also be used to develop skills in employees, such as empathy, problem-solving, and collaboration. It helps organizations to create a culture of innovation and change that can drive growth and success.

In conclusion, design thinking is a powerful methodology that can be applied in various industries to create innovative solutions that meet the needs of their users. It is a human-centered approach to problem-solving that can transform organizational culture and drive growth and success.

Frequently Asked Questions

What are the 5 stages of design thinking.

Design thinking involves five stages: Empathize, Define, Ideate, Prototype, and Test. Each stage is essential to the process and helps to ensure that the final product meets the needs of the user.

What are the key skills required for design thinking?

Design thinking requires a wide range of skills, including empathy, creativity, critical thinking, problem-solving, and communication. These skills are necessary to effectively understand the needs of the user and create a product that meets those needs.

What are the steps involved in design thinking?

The steps involved in design thinking include understanding the problem, researching the user, brainstorming ideas, prototyping, and testing. These steps are iterative and require constant feedback to ensure that the final product meets the needs of the user.

How can design thinking benefit individuals and organizations?

Design thinking can benefit individuals and organizations in many ways. By focusing on the needs of the user, design thinking can lead to more effective and innovative solutions. It can also help to improve communication and collaboration within teams and organizations.

What are some examples of design thinking frameworks?

Some examples of design thinking frameworks include the Stanford d.school Design Thinking Process, the IDEO Design Thinking Process, and the Hasso Plattner Institute of Design Thinking at Stanford. Each framework has its own unique approach, but all share a focus on the needs of the user.

Who can benefit from using design thinking?

Design thinking can benefit anyone who is involved in the creation of products or services, from designers and engineers to business leaders and entrepreneurs. By focusing on the needs of the user, design thinking can help to create more effective and innovative solutions.

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25 Design Thinking Questions: What To Ask + Answer Examples

As Walter Isaacson, acclaimed biographer of creative genius Steve Jobs, emphasizes, “Innovation distinguishes between a leader and a follower.” The pursuit of innovation in business is what sets leaders apart; it’s the driving force behind the transformation of customer experiences. Every innovation, every groundbreaking product, and every revolutionary service begins with a question. That’s where the journey of design thinking questions and the power of asking comes into play.

Design Thinking isn’t just a methodology but a culture, and it’s been the driving force behind many remarkable creations. And what fuels this culture is all about asking the right questions.

Although formalized in the 21st century, design thinking has deep roots in history. In the 1950s, brilliant minds at Stanford University were already exploring new ways to enhance creative thinking. The goal was simple: breaking free from conventional problem-solving strategies. Let’s jump now to the 21st century, where design thinking has become a structured methodology at the heart of many renowned organizations’ strategies, such as Apple, Google, and Amazon.

What Are Design Thinking Questions?

The journey of design thinking is underpinned by a singular philosophy: to understand a problem truly, you must question it thoroughly and empathize with its challenges. This is where design thinking questions come into play.

Design thinking questions are open-ended, thought-provoking inquiries to understand a problem’s depths. These questions don’t just scratch the surface; they delve into the heart of the matter, searching for insights, ideas, and opportunities. The true power of these questions lies in their ability to cultivate empathy , unlock creativity , and catalyze innovative solutions.

We put together a table showcasing the elements of good design thinking questions:

These elements guide the formulation of effective design thinking questions essential for uncovering insights, sparking innovation, and solving complex problems through a human-centered approach.

What Are the Questions of Design Thinking and Their Use?

Behind design thinking, there’s a series of carefully crafted questions, each designed to guide problem-solvers through the journey of creativity and innovation. These questions serve several vital functions like:

• Empathy Building: They encourage the development of empathy for the end-users or the people affected by the problem you’re solving. These questions put you in their shoes to truly understand their needs and desires.
• Problem Definition: The right questions help you accurately define the problem you’re dealing with. You uncover hidden issues and complexities by questioning the situation from different angles.
• Ideation: Design thinking questions stimulate ideation. They fuel creativity, inspire innovative ideas, and help teams think outside the box.
• Solution Validation: Once you’ve generated ideas and developed solutions, questions become tools for validating your concepts. They help you ensure that the proposed solutions indeed address the problem.
• Continuous Improvement: Design thinking questions don’t stop with the first solution. They play a crucial role in ongoing evaluation, helping you continuously refine and enhance your offerings.

What Are the Most Important Points of Design Thinking?

To truly grasp the essence of design thinking questions, consider these vital principles that underpin the whole approach:

• User-Centric Approach: Design thinking fundamentally addresses the end-users’ needs and desires. Your questions should revolve around understanding them, their challenges, and their aspirations.
• Iterative Process: Design thinking isn’t a linear journey; it’s a continuous loop of understanding, ideating, prototyping, and testing. Questions guide you through these iterations.
• Problem Framing: Before diving into solutions, design thinking encourages an in-depth understanding of the problem itself. Your questions should focus on framing the issue from multiple perspectives.
• Collaboration: Design thinking is a collaborative effort. The questions foster teamwork, bringing together diverse skills and perspectives.
• Prototype Testing: Questions are tools for validating prototypes. The process includes creating a basic version of the solution and testing it to gather feedback, which is then incorporated into improvements.

In summary, design thinking is an innovation-driven approach that thrives on customer empathy , problem-solving, and continuous improvement, all facilitated by thought-provoking, open-ended questions.

Design Thinking Question Types

Throughout the design thinking process, specific types of questions serve as guiding stars, illuminating the path to innovation and customer-centric solutions:

• These questions go beyond the surface, delving into the heart of the matter: the people. They invite you to walk in your end-users or stakeholders’ shoes, to see the world through their eyes. When you ask empathizing questions, you’re on a quest to truly understand their needs, desires, challenges, and aspirations. It’s about peeling back the layers and getting to the core of human experiences. With empathizing questions, you unlock the profound insights needed to create solutions that genuinely resonate with people.
• In the realm of design thinking, defining the problem is an art form. These questions are like the skilled strokes of a painter’s brush, meticulously crafting the contours of the challenge at hand. They prompt you to consider the subtle details, the shades of the issue that might have gone unnoticed. With problem definition questions, you frame the challenge with precision, ensuring you’re targeting the right problem—no more, no less. They provide the scaffolding for your entire creative process.
• If empathy questions allow you to understand, ideation questions inspire you to dream to explore the uncharted territories of imagination. They’re your passport to a realm where possibilities are endless, and conventional thinking takes a back seat. These questions aren’t just about generating ideas; they’re about opening the doors to unbridled creativity. Ideation questions are open-ended, enticing you to challenge the status quo and venture into the territory of “thinking outside the box.” In this realm, groundbreaking ideas are born.
• You have ideas—bold, innovative, and possibly game-changing. But how do you know which ones have the potential to revolutionize your industry? That’s where validation questions come into play. They are the litmus test, the rigorous assessment that ensures your solutions are on target. Validation questions are the guardians of practicality, making certain that your ideas are not just impressive on paper but feasible in the real world. They help you confirm that the proposed solutions genuinely address the problem and, most importantly, the needs of your users.
• Once your solution is out in the wild, your journey doesn’t end; it transforms into an ongoing quest for refinement and enhancement. Iterative questions are the driving force behind this evolution. They encourage you to listen, learn, and adapt. With these questions, you delve into the feedback, data, and user experiences. You ask what’s working, what’s not, and most crucially, how you can make it better. Iterative questions are the engines of continuous improvement, enabling you to evolve your solutions harmoniously with the ever-changing landscape of customer needs and market dynamics.

With this arsenal of questions, design thinking becomes a powerful vehicle for innovation and transformation, propelling your organization to new heights of customer satisfaction and competitive success.

Design Thinking Success Examples

The impact of design thinking questions is most evident in the real-world examples of companies and organizations that have successfully employed this approach.

• Apple: One of the pioneers in using design thinking, Apple applies this philosophy from product design to the customer experience. They frequently ask empathizing questions like, “ How can we make the iPhone experience even more intuitive? “
• Google: Google’s work culture revolves around creative problem-solving. Their teams use ideation questions such as, “ What are new ways to simplify complex data access for users? “
• Amazon: Amazon applies design thinking to enhance its customer service and satisfaction. Questions like, “How can we make the customer’s online shopping experience more seamless and enjoyable? ” drive their innovation.
• IDEO: A global design consultancy, IDEO, is renowned for its design thinking expertise. They ask many problem definition questions to deeply understand various challenges before proposing solutions.

Free Template: 25 Design Thinking Questions (with Answer Examples)

Design thinking questions with example hypothetical answers:

Feel free to adapt these questions to your specific design thinking project and use them as a starting point for your journey into innovative problem-solving and product development.

Design Thinking Questions with QuestionPro

Integrating QuestionPro into your design thinking process can be a game-changer. Our suite of tools and solutions empowers you to formulate the right design thinking questions, collect valuable feedback, and convert insights into actionable strategies.

Whether you’re looking to enhance your product, service, or overall customer experience, our platform offers:

• Survey Design: Create custom surveys tailored to your design thinking needs with our intuitive survey builder.
• Feedback Collection: Gather feedback and responses effectively from diverse sources, from customers to employees.
• Data Analysis: Utilize advanced analytics to decipher the insights gained from your design thinking questions.
• Actionable Insights: Transform insights into actionable strategies for innovation and continuous improvement.

Design thinking questions are the compass guiding you through the intricate terrain of innovation. They empower you to understand, define, ideate, validate, and improve solutions.

When harnessed effectively, these questions can unlock a world of creativity and set your organization on a path to lasting success. So, embark on this journey with the right questions, and remember, innovation is just a question away.

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What is Problem Statement in Design Thinking? With Example

Sector: UI/UX

Author: Nisarg Mehta

Date Published: 10/26/2020

What is Design Thinking?

What is a problem statement, how empathize phase helps you define the problem better, space saturation and group, wrapping up.

All highly proposed solutions have one thing in common – airtight definitions of problems involved. Only when problems are identified, analyzed, and defined properly can solutions that are airtight and impactful solutions can be developed.

As business owners, it is on us to develop super-resourceful potential solutions to concerns our users are facing on a daily basis. And to develop effective solutions, a lot of disruptors and strategists make use of a super-niche and a systematic process called design thinking.

In simple words, it is a methodology that allows you to develop solutions to some of the most complex concerns people could ever encounter. Through a series of steps that involve understanding human needs, redefining and reassessing the problems inhumane ways, ideating, adopting, prototyping, and testing, seamless solutions to a lot of day-to-day problems are tackled and solved.

Self-timers on your phone camera are one of the simplest examples of design thinking that addresses the concern of people having to extend their arms to take a good photo of themselves without shaking the frame.

Problem statements are definitions of the actual problems faced by consumers or people and reframing them in human-centric ways. The process of the defined problem statement is part of the second stage of the design thinking process. This stage is preceded by a phase called empathize, which involves the identification and observation of problems your users are facing.

For those of you who are new to this, understand that the steps in the design thinking methodology are all interconnected. One cannot happen without the other. That’s why the first stage – empathize – is crucial for you to come up with impactive solutions.

In this stage, we as problem solvers understand and empathize with the problems our consumers face. We take efforts to connect with the problems and gain a holistic and deeper understanding of some of the issues involved. The sense of empathy is vital in design thinking as it allows you to come with the most simplified solutions to problems. It eliminates any instance of assumption and helps you approach problems objectively.

Generally, design thinkers empathize through exposure to

• Diverse opinions
• Perspectives
• Alternative approaches to thinking
• A myriad of questions on issues being faced, any specific patterns in concerns, introducing variants to already existing solutions, and more
• Varied options and more

The Problem Definition Stage

Once this is done, the defining stage begins with the kickstart of two inevitable processes – analysis and synthesis. Let’s quickly look at how they would help you deliver optimized solutions.

As the name suggests, this is where you analyze problems and break them down into fragments for better comprehension. We identify the minutest of details that would make a greater impact in addressing solutions to concerns. It helps us relate to our consumers’ problems better.

With the results of our analyses, we move on to the next element called synthesis. In this stage, we put together the fragments we have collected and dissect the data in hand to come up with insights and patterns for better solution development.

The process of write a problem statement cannot happen without these two processes. They strengthen our approach to defining problem statements and look at multiple ways to solving the problem.

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How to Define a Problem Statement?

Now that you know the impact of the empathize stage, let’s dive into the most critical part of the post – defining the problem statement.

To help you get a start, we are presenting to you three ways to define a problem statement. Let’s look at each individually.

This is the first stage in defining a problem statement that follows the empathize stage. This is where you organize all your findings from the previous stage and group them together. Grouping them could be based on any of the other methodologies you prefer such as mind mapping, clustering, and more.

Space saturation literally means filling up space – like a whiteboard or a wall – with insights, data, and other gatherings. This brings your project team together and ensures you all are on the same page, paving the way for meaningful thinking processes.

It’s a general notion that when you ask the right questions, you will receive the answers and directions that will take you down the right path. This aspect in design thinking incorporates such thoughts. That’s why design thinkers ask four important questions.

The first question is who is experiencing the problem. An idea on this is the persona of your target audience that also includes demographics. Answers to who will allow you to implement features that will address the specific concerns faced by people in this category. For instance, healthcare apps designed for the elderly will have enlarged fonts and icons to accommodate their needs.

This involves addressing what the problem actually is. From the insights gathered during the empathize phase, you could pinpoint the problem and deliver solutions to accomplish them.

This defines the space in which the problem is experienced by people. Is it online, offline, in a specific geographical location, or others? This helps you to have more context to the problem under discussion.

This is perhaps the most important question of all as it helps you understand the purpose of your solution. Why should you address the problem? Is the problem worth solving? What value addition does it offer to users?

After the 4 Ws, the 5 Whys will allow you to dive deeper into addressing the problems and their solutions. One reason we don’t seem to find the most ideal solutions to our concerns is that we don’t seem to find out why we experience things we are facing in the first place.

For instance, a working professional intending to bring in a better fitness regime into their lifestyle often fails to keep up with their goals and visions. So, the problem here is them being unable to join your gym or a fitness program. To find out ideal solutions, let’s ask some questions, shall we?

• Why do they fail to follow a fitness program? Do they have an improper work-life balance?
• Why does their enthusiasm decrease after the initial few months? Is your program not that immersive? Do they need consistent motivation or incremental levels of challenges?
• Why are their fitness goals harder to meet? Are there no tracking systems in place to check caloric intake and burning?
• Why don’t they inculcate motivation from within? Are you not engaging with them enough? Do you have too many members and a few trainers?
• Why do they drop out? Is your pricing too high? Do they need flexible timings?

The questions here are just to help you get started. The more questions you could come up with, the more probabilities you are likely to explore.

So, these were the fundamental things you need to know about defining an effective problem statement. We are confident that you also understand the role of empathizing with your consumers and their problems to give rise to better problem identifications and resolutions.

The process of software development will be seamless if this methodology is followed to the dot. However, this might be too much for you to pull off by yourself. If you’re an entrepreneur single-handedly driving a web development company or a full stack development company , you need additional support in making the most of design thinking.

That’s why we recommend getting in touch with a reliable product development company like us to help you out with this stage. Our services ensure your products identifies the gap and solve real-world problems and bring about dynamic positive changes in your consumers’ life.

So, get started with us today .

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What Is Creative Problem-Solving & Why Is It Important?

• 01 Feb 2022

One of the biggest hindrances to innovation is complacency—it can be more comfortable to do what you know than venture into the unknown. Business leaders can overcome this barrier by mobilizing creative team members and providing space to innovate.

There are several tools you can use to encourage creativity in the workplace. Creative problem-solving is one of them, which facilitates the development of innovative solutions to difficult problems.

Here’s an overview of creative problem-solving and why it’s important in business.

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What Is Creative Problem-Solving?

Research is necessary when solving a problem. But there are situations where a problem’s specific cause is difficult to pinpoint. This can occur when there’s not enough time to narrow down the problem’s source or there are differing opinions about its root cause.

In such cases, you can use creative problem-solving , which allows you to explore potential solutions regardless of whether a problem has been defined.

Creative problem-solving is less structured than other innovation processes and encourages exploring open-ended solutions. It also focuses on developing new perspectives and fostering creativity in the workplace . Its benefits include:

• Finding creative solutions to complex problems : User research can insufficiently illustrate a situation’s complexity. While other innovation processes rely on this information, creative problem-solving can yield solutions without it.
• Adapting to change : Business is constantly changing, and business leaders need to adapt. Creative problem-solving helps overcome unforeseen challenges and find solutions to unconventional problems.
• Fueling innovation and growth : In addition to solutions, creative problem-solving can spark innovative ideas that drive company growth. These ideas can lead to new product lines, services, or a modified operations structure that improves efficiency.

Creative problem-solving is traditionally based on the following key principles :

1. Balance Divergent and Convergent Thinking

Creative problem-solving uses two primary tools to find solutions: divergence and convergence. Divergence generates ideas in response to a problem, while convergence narrows them down to a shortlist. It balances these two practices and turns ideas into concrete solutions.

2. Reframe Problems as Questions

By framing problems as questions, you shift from focusing on obstacles to solutions. This provides the freedom to brainstorm potential ideas.

3. Defer Judgment of Ideas

When brainstorming, it can be natural to reject or accept ideas right away. Yet, immediate judgments interfere with the idea generation process. Even ideas that seem implausible can turn into outstanding innovations upon further exploration and development.

4. Focus on "Yes, And" Instead of "No, But"

Using negative words like "no" discourages creative thinking. Instead, use positive language to build and maintain an environment that fosters the development of creative and innovative ideas.

Creative Problem-Solving and Design Thinking

Whereas creative problem-solving facilitates developing innovative ideas through a less structured workflow, design thinking takes a far more organized approach.

Design thinking is a human-centered, solutions-based process that fosters the ideation and development of solutions. In the online course Design Thinking and Innovation , Harvard Business School Dean Srikant Datar leverages a four-phase framework to explain design thinking.

The four stages are:

• Clarify: The clarification stage allows you to empathize with the user and identify problems. Observations and insights are informed by thorough research. Findings are then reframed as problem statements or questions.
• Ideate: Ideation is the process of coming up with innovative ideas. The divergence of ideas involved with creative problem-solving is a major focus.
• Develop: In the development stage, ideas evolve into experiments and tests. Ideas converge and are explored through prototyping and open critique.
• Implement: Implementation involves continuing to test and experiment to refine the solution and encourage its adoption.

Creative problem-solving primarily operates in the ideate phase of design thinking but can be applied to others. This is because design thinking is an iterative process that moves between the stages as ideas are generated and pursued. This is normal and encouraged, as innovation requires exploring multiple ideas.

Creative Problem-Solving Tools

While there are many useful tools in the creative problem-solving process, here are three you should know:

Creating a Problem Story

One way to innovate is by creating a story about a problem to understand how it affects users and what solutions best fit their needs. Here are the steps you need to take to use this tool properly.

1. Identify a UDP

Create a problem story to identify the undesired phenomena (UDP). For example, consider a company that produces printers that overheat. In this case, the UDP is "our printers overheat."

2. Move Forward in Time

To move forward in time, ask: “Why is this a problem?” For example, minor damage could be one result of the machines overheating. In more extreme cases, printers may catch fire. Don't be afraid to create multiple problem stories if you think of more than one UDP.

3. Move Backward in Time

To move backward in time, ask: “What caused this UDP?” If you can't identify the root problem, think about what typically causes the UDP to occur. For the overheating printers, overuse could be a cause.

Following the three-step framework above helps illustrate a clear problem story:

• The printer is overused.
• The printer overheats.
• The printer breaks down.

You can extend the problem story in either direction if you think of additional cause-and-effect relationships.

4. Break the Chains

By this point, you’ll have multiple UDP storylines. Take two that are similar and focus on breaking the chains connecting them. This can be accomplished through inversion or neutralization.

• Inversion: Inversion changes the relationship between two UDPs so the cause is the same but the effect is the opposite. For example, if the UDP is "the more X happens, the more likely Y is to happen," inversion changes the equation to "the more X happens, the less likely Y is to happen." Using the printer example, inversion would consider: "What if the more a printer is used, the less likely it’s going to overheat?" Innovation requires an open mind. Just because a solution initially seems unlikely doesn't mean it can't be pursued further or spark additional ideas.
• Neutralization: Neutralization completely eliminates the cause-and-effect relationship between X and Y. This changes the above equation to "the more or less X happens has no effect on Y." In the case of the printers, neutralization would rephrase the relationship to "the more or less a printer is used has no effect on whether it overheats."

Even if creating a problem story doesn't provide a solution, it can offer useful context to users’ problems and additional ideas to be explored. Given that divergence is one of the fundamental practices of creative problem-solving, it’s a good idea to incorporate it into each tool you use.

Brainstorming

Brainstorming is a tool that can be highly effective when guided by the iterative qualities of the design thinking process. It involves openly discussing and debating ideas and topics in a group setting. This facilitates idea generation and exploration as different team members consider the same concept from multiple perspectives.

Hosting brainstorming sessions can result in problems, such as groupthink or social loafing. To combat this, leverage a three-step brainstorming method involving divergence and convergence :

• Have each group member come up with as many ideas as possible and write them down to ensure the brainstorming session is productive.
• Continue the divergence of ideas by collectively sharing and exploring each idea as a group. The goal is to create a setting where new ideas are inspired by open discussion.
• Begin the convergence of ideas by narrowing them down to a few explorable options. There’s no "right number of ideas." Don't be afraid to consider exploring all of them, as long as you have the resources to do so.

Alternate Worlds

The alternate worlds tool is an empathetic approach to creative problem-solving. It encourages you to consider how someone in another world would approach your situation.

For example, if you’re concerned that the printers you produce overheat and catch fire, consider how a different industry would approach the problem. How would an automotive expert solve it? How would a firefighter?

Be creative as you consider and research alternate worlds. The purpose is not to nail down a solution right away but to continue the ideation process through diverging and exploring ideas.

Continue Developing Your Skills

Whether you’re an entrepreneur, marketer, or business leader, learning the ropes of design thinking can be an effective way to build your skills and foster creativity and innovation in any setting.

If you're ready to develop your design thinking and creative problem-solving skills, explore Design Thinking and Innovation , one of our online entrepreneurship and innovation courses. If you aren't sure which course is the right fit, download our free course flowchart to determine which best aligns with your goals.

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How to improve problem-solving skills in your business

Problem-solving expert, Nathan Crilly, Professor of Design at the Department of Engineering, University of Cambridge, and Academic Lead of the Cambridge Advance Online course on Creativity, Problem Solving and Design Thinking .

Challenges are inevitable, especially in the fast-paced world of business – it’s how we tackle them that makes all the difference. Problem-solving is absolutely critical for business success, helping teams face challenges head-on and turn them into golden opportunities. By honing this skill, businesses can boost their strategic thinking, decision-making and overall edge in the market. Effective problem-solving can also make for a happier workplace, encouraging teamwork and keeping employees motivated, which in turn helps with staff retention.

With employers predicting that 44% of workers will have their skills disrupted over the next five years, there is a strong demand for cognitive skills related to problem-solving and it is projected to grow further. The World Economic Forum’s 2023 Future of Jobs Report (Opens in a new window) highlights that analytical and creative thinking are the most important skills for workers. As AI continues to reshape the world of business, employees who are able to think creatively and identify and tackle challenging problems are more invaluable than ever. This applies across a wide range of industries in both private and public sectors.

In this article, we ask Nathan Crilly (Opens in a new window) , Professor of Design in the Department of Engineering at the University of Cambridge and Academic Lead of the Cambridge Advance Online course on Creativity, Problem Solving and Design Thinking (Opens in a new window) , to share his practical strategies for improving problem-solving skills in business.

Strategies to develop problem-solving skills

There are four crucial stages when it comes to honing problem-solving skills within a business context:

Reviewing processes

Almost every business activity can be seen as a creative challenge to be solved – from how to improve financial processes to how to boost customer engagement. A good place to start when tackling any business challenge is by going back to basics: reviewing existing processes and looking at what works and what doesn’t work. You might start by asking these questions:

Are there any bottlenecks or inefficiencies that could be streamlined?

Are there any business processes that could be skipped or revised to reduce unnecessary steps, helping to reduce costs and increase output at the same time?

Once processes have been reviewed and improved, communicate this around the team or organisation to advertise the opportunities that exist to solve problems, advises Professor Crilly. Encourage others to look for similar opportunities and empower them to own and implement the improvement process.

Training and development

‘Organisations that truly value creativity and problem-solving skills embed these approaches in the very structure of their operations – starting with training and developing their team members,’ says Professor Crilly.

As an example, Professor Crilly cites the tech giant IBM (Opens in a new window) , which has invested considerable resources into training its entire workforce in Design Thinking – a framework used to develop innovative solutions in a human-centred way.

This design-focused approach to problem-solving has now been embedded in organisations of all sizes around the world, helping to increase innovation, improve customer focus, increase efficiency and effectiveness and improve employee satisfaction. However, developing these skills takes time and effort, requiring a commitment to training and lifelong learning, as well as the self-awareness to reflect on and improve approaches to identifying and tackling challenges.

Fostering a supportive company culture

‘It’s easy for organisations to say that they value creativity and problem-solving skills in the workplace, and to have these terms appear in their mission/vision statements,’ says Professor Crilly. ‘However, the question is really what an organisation is prepared to do to foster and sustain a creative culture? Is it a feature of recruitment processes, training plans, staff review documentation? Are the reward and progression incentives actually aligned around creative work, or is everyone motivated to just keep doing the same thing and avoid mistakes?’

To support creative work, it is essential to develop a company culture characterised by open collaboration, psychological safety, risk-taking and diversity. When employees feel appreciated and supported as individuals, they are far more likely to step up and get creative with their ideas. Celebrating wins and learning from setbacks not only help boost company morale but also encourage a proactive attitude towards tackling challenges, as well as helping to develop a positive workplace environment with strong employee engagement.

Encouraging creative thinking

‘Creativity and innovation require doing new things, which means sometimes getting things wrong and learning from that,’ says Professor Crilly. Creative problem-solving involves looking beyond conventional solutions and experimenting with innovative ideas. Supporting employees with the resources they need (including time, space, people and money) to think out of the box and view problems from a different perspective can lead to breakthrough solutions that can help to transform a business.

The four steps of problem-solving in business

When solving problems, it’s important to break down the process into different activities, says Professor Crilly. Here are four activities he recommends to achieve problem-solving success:

1. Identify the problem

The first step to solving any problem is to clearly define it. This means gathering information, understanding the context and identifying the issues at stake.

‘It’s not always the case that a problem is handed to us in neatly packaged way,’ Professor Crilly explains. ‘Instead, we often need to find problems for ourselves, which requires us to be sensitive to messy situations and see opportunities for change, disruption or improvement.’

He points out that many great inventions and innovations are solutions to problems that others might not have recognised as problems at all. While many in an organisation might see a particular business process as inherently difficult, for example, it only takes one person to recognise that an alternative is possible – and to champion that possibility.

See Professor Crilly’s blog article Problem solve like a pro (Opens in a new window) for more on this.

2. Generate possible solutions

There are a range of possible idea generation techniques, but brainstorming is perhaps the most popular. It’s important to encourage creativity and consider all ideas, no matter how unconventional.

‘All kinds of drawings, diagrams, maps and charts can be extremely valuable for eliciting, capturing, generating, developing and sharing ideas,’ says Professor Crilly, who suggests working in a mixture of smaller and bigger groups for the best results.

‘People assume that creative sessions, such as brainstorming, should be conducted entirely in groups,’ he says. ‘However, there are benefits to structuring the sessions so that people can work as individuals, sub-groups and groups, and move between these arrangements, sometimes iteratively.’

3. Evaluate and select solutions

Once the brainstorming is over, the next step is to evaluate the feasibility, risks and benefits of each potential solution. Carefully weigh these factors to determine which strategy aligns best with your business goals. Then you can select the most effective approach to move forward.

‘Our initial understanding of the problem may set us off in useful directions,’ says Professor Crilly. ‘But we often only truly understand the problem when we are generating and testing ideas for solutions. As such, we shouldn’t remain fixed in the interpretation of the problem that we started with.

‘Sometimes problem iteration can be quite subtle, such as when we add minor requirements or identify additional stakeholders,’ he adds. ‘However, in other instances, we might develop an idea that is really a solution to some other problem altogether, one that might be worth pursuing as an opportunity in its own right.’

4. Implement and review

Put your chosen solution into action and keep an eye on how well it works. Be ready to tweak things based on feedback and results as they come in. This way, you can keep improving and make sure you’re on track to meet your business goals.

‘In some contexts, what is required is a good match between a problem and a solution, even if neither is what you started with,’ says Professor Crilly. ‘For example, we might develop a new smartphone app to address a specific social problem, but if people subsequently use it to effectively solve some other problem, then we might just reorient our efforts to address that new opportunity.’

Visualising the process

These problem-solving steps can be visualised in the following way, inspired by the work of the Creative Problem-Solving community and the Design Council’s Double Diamond model:

Image source: The Double Diamond by the Design Council (Opens in a new window) is licensed under a CC BY 4.0 license.  (Opens in a new window)

1. Problem identification

Being sensitive to opportunities to improve things; noticing that things are not as good as they could be.

2. Problem exploration

Not just accepting the first interpretation of the problem but exploring alternatives, including:

divergent phase of opening up the space of possibilities: abstracting the problem to a more general level; reframing the problem to see it from different perspectives 

convergent phase of closing down the space of possibilities: selecting the most promising problems. 

3. Problem definition

Representing the problem in ways that don’t assume specific directions for finding solutions; communicating the problem to the team members or stakeholder who will engage with it.

4. Solution exploration

Not just accepting the first possible solution, but exploring alternatives, including:

divergent phase of opening up the space of possibilities: individual and group idea generation sessions, co-design, prototyping, etc

convergent phase of closing down the space of possibilities: selecting and refining the most promising solutions. 

5. Solution implementation

Representing the solution in ways that don’t assume specific directions for finding solutions; communicating the problem to the team members or stakeholder who will engage with it.

As Professor Crilly explains, ‘There are two reasons that this visualisation is especially useful: first, it emphasises that problem exploration is just as important as solution exploration; second, it emphasises that divergent thinking is just as important as convergent thinking.’

These points are critical, he says, because people often think that creativity is only about solving problems (rather than also finding them), and that it’s all about generating lots of ideas (rather than also narrowing those ideas down).

Key takeaways for effective problem-solving

From refining processes to nurturing creative thinking, the key problem-solving approaches explored above are crucial for staying agile and competitive in today’s dynamic business environment:

Training for innovation : Invest in training programmes that promote creative problem-solving techniques, fostering a culture of continuous learning and improvement.

Cultivate a supportive culture : Create an environment that encourages open communication, teamwork and risk-taking, empowering employees to contribute innovative solutions.

Promote creative thinking : Catalyse creativity by embracing diverse perspectives and providing resources for experimentation, driving innovation and adaptation in response to business challenges.

Review and refine problem-solving processes : Frequently assess and improve ways of addressing problem-solving to make sure processes are fit for purpose.

Professor Crilly emphasises that enhancing problem-solving skills within your business is a continuous and evolving journey. By investing in training, fostering creative thinking and cultivating a supportive company culture, you can empower your team to tackle challenges more effectively and propel your business to new heights.

Professor Crilly’s expertise in the fields of problem-solving, idea generation and design thinking, honed over many years in the University of Cambridge’s Department of Engineering, has now been condensed into an invaluable six-week course offered by Cambridge Advance Online. Through Creativity, Problem Solving and Design Thinking (Opens in a new window) , Professor Crilly has delivered world-leading training to hundreds of professionals across a broad range of sectors – including management consultancy, healthcare, legal services, education, design and innovation.

Enrol today to tap into Professor Crilly’s expert problem-solving expertise and to start your journey towards becoming a problem-solving pro, giving you and your team valuable tools to tackle today’s business challenges head-on.

Discover Cambridge Advance Online’s six-week course on Creativity, Problem Solving and Design Thinking (Opens in a new window)

Read Professor Crilly’s Q&A on the Problem Solving and Design Thinking course here (Opens in a new window)

References:

Crilly, N. (2023). ‘Problem solve like a pro.’ University of Cambridge Online, 15 Dec 2023. https://advanceonline.cam.ac.uk/blog/problem-solving (Opens in a new window) accessed 01 July 2024.

World Economic Forum. (2023). Future of Jobs Report 2023. Insight report, World Economic Forum. https://www3.weforum.org/docs/ (Opens in a new window) WEF_Future_of_Jobs_2023 (Opens in a new window) .pdf accessed 01 July 2024.

Professor Nathan Crilly

Related courses.

Creativity, Problem Solving and Design Thinking

Boost your creative skills and creative confidence with a structured approach to idea generation, exploration and development.

Next course: 7 Oct 2024 (6 weeks)

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Problem solve like a pro