Design thinking is an approach that makes a very strong case for user-centric problem-solving. But what exactly is this approach and what makes it unique? Read on for a comprehensive introduction to the design thinking methodology, its applications, benefits, and case studies.
If you've recently encountered experts and thought leaders across a wide variety of fields and industries advocating for the adoption of a design thinking approach, you're not alone.
Design thinking has emerged as a prominent problem-solving methodology in the modern world. Although traces of the design thinking process can be found all through the history of human civilization the term gained its definite identity in 2008, after Tim Brown, then CEO of IDEO, first mentioned it in an article. The concept has since gained massive popularity for its consumer-first and unique take on producing solutions for complex problems.
But what is design thinking? What has contributed to its massive popularity and how do you implement it in real-life projects? This comprehensive guide offers answers to all these questions and some more.
Here’s a brief overview of the topics you’ll find as you read on:
- What is design thinking?
- Why is design thinking important?
- Fundamental principles of design thinking
- What is the design thinking process?
- Key design thinking tools
- Examples of design thinking
- Who can use design thinking concepts?
- Benefits of design thinking
- Learning design thinking
- Correlation between Design Thinking and UX Design
Intrigued? Let's dive right in!
What is Design Thinking?
Design thinking is an innovative approach that heavily relies on the problem-solving techniques commonly employed to produce novel solutions to problems. Unlike traditional problem-solving methods, however, design thinking places a strong emphasis on empathy and embraces an iterative process, to produce solutions that are based on an astute understanding of user behaviour insights, and that are thoroughly tested, therefore having a greater likelihood of success.
The early evolution of design thinking dates back to the late 19th century, specifically the 50s and 60s. Nobel laureate Herbert A. Simon was one of the first people to mention design as a way of thinking in his book, The Sciences of the Artificial. Strategic thinking became quite the norm right after the Second World War and might have led to designers feeling the need to apply scientific methodology to understand design functions and influences. Prototyping and testing through observation are among the uniquely scientific elements that were first advocated as a methodology to approach design.
While Tim Brown is widely believed to have come up with the term “design thinking”, several pioneers like Richard Buchanan and David Kelley have made substantial contributions to the evolution and refinement of the methodology. As a result, design thinking has evolved into a highly versatile approach that finds its origins in the design space, but has applications across a wide range of industries and sectors.
Why is Design Thinking Important?
Design thinking plays a crucial role in facilitating creativity and innovation. By placing the user at the heart of the issue, design thinking offers a decentralised approach, enabling problem-solvers to step back and view the problem from an objective point of view.
Apple’s products are an excellent example of how design thinking can drive innovation and customer-centricity. Apple's design philosophy has always revolved around seamlessly integrating the customer experience into the design and development process. It was through conscious user observation that American computer scientist, Larry Tessler, identified the gaps in the Apple computer mouse scroll and improvised its functionality. When computers were quite a mystery to people, Apple’s iMac G3 led the way in demystifying this device through its revolutionary translucent outer casing that let people see what a computer’s inner machinery looked like, revealing a simple combination of chips mounted on a circuit board and making computers a lot more approachable and mainstream.
Fundamental Design Thinking Principles
As with every discipline or process, certain principles govern the design thinking process. Developed by Christoph Meinel and Harry Leifer of the Hasso-Plattner Institute of Design at Stanford University, the Four Rules of Design Thinking encapsulate the underlying principles of the methodology.
Human-centric Design
The "Human Rule" of design thinking is based on the fundamental notion that all endeavours to design solutions, regardless of their context, are inherently social. Every product or service is conceived with a shared objective: to resolve a usability-related challenge. This principle of design thinking underscores the fact that a human-centric perspective serves as the foundation for all social innovation and must take precedence when creating intuitive solutions.
Ambiguity
Ambiguity is the driving force behind innovation. Any novel solution is a product of experimentation that challenges the limits of knowledge. The "ambiguity rule" urges one to explore problems from diverse angles and not to fixate on a standard solution to a given problem.
Re-design
At its core, all design can be seen as a form of re-design. In the face of social and technological changes, it is crucial to recognise that fundamental human needs largely remain constant. Therefore, the re-design rule asserts that the focus of design should revolve around re-imagining the means of fulfilling those needs, primarily by enhancing existing systems and processes.
Tangibility
Design is inherently an iterative process, characterised by continuous refinement. A crucial technique within this process is experimentation, involving the creation of tangible prototypes. The "tangibility rule" highlights the importance of testing these prototypes for usability and functionality and that this is essential to developing user-friendly and intuitive products and services.
What is the Design Thinking Process?
The principles of design thinking are translated into practical application through a structured process. This process - the design thinking process - typically includes the following five non-linear stages that provide a systematic framework for design thinking efforts.
- Empathise
- Define
- Ideate
- Prototype
- Test
Let’s understand each step of this process in a bit more detail.
Empathise:
Empathise is the first stage of the design thinking process. It calls upon the solution designer to gain a thorough understanding of the users, their desires, needs, pain points, and motivations. The key here is to observe the user without any preconceived biases or assumptions. Since empathy is inherently subjective, there are several tools and techniques that have specifically been designed to objectively understand the end user.
Define:
The next stage in the process is to define a problem statement based on the insights gathered during the Empathise stage. This is where you analyse and synthesise all the data to identify common patterns, trends, and problem buckets. The Define stage sets the tone for the rest of the process, and therefore, the problem statement you derive must adequately represent the users.
Ideate:
The Ideate stage is the powerhouse of all creativity and innovation. Once you have a clearly defined problem statement and an understanding of your users, it's time to brainstorm interventions to address all pain points in the user journey. In order to incorporate multiple perspectives, the ideation stage should ideally be taken up in groups.
Prototype:
The Prototype stage is all about experimentation and creating tangible models. Given the iterative nature of design thinking, prototypes can help reduce overhead expenses and ensure that the final product aligns closely with user needs. It is also important to note that the Prototype stage is primarily concerned with the functionality of products and services rather than their aesthetic appeal.
Test:
Test is the final stage of the design process and also one of the most crucial phases of the design life-cycle. This is where the final product is tested with real customers to gain insights into the operation and functionality. As such, the fifth stage is the most feedback-heavy and includes several stages of iteration.
While the design thinking process consists of five distinct stages, it is important to note that the actual process is far more complex and non-linear. Based on the feedback gathered during the last stage, you’d often have to redefine the scope of the problem and re-design the solutions.
Likewise, certain stages may blend or overlap in real-world applications. For a deeper understanding of how design thinking is applied to projects, we recommend you take a look at the Mission Outdoors project by AND learners.
Key Design Thinking Tools to Use
Design thinking tools play an integral role in streamlining the design thinking process. Here are a few tools and software applications you can use at each stage:
Empathy Maps are used to objectively flesh out the user’s thoughts, feelings, needs, and desires. Likewise, User Journey Maps are also commonly used in the Empathise stage to map out every touchpoint in a user journey. Miro, Figma and Mural are a few software applications you can use to get started.
User Personas help segment the audience into buckets and are mostly used in the Define and Empathise stages. Canva, LucidChart, Miro, and Mural offer pre-designed templates for persona-building.
Mind Maps can be an integral tool for brainstorming at the Ideate stage. These maps also come in handy in understanding the flow of a product. Software like MindMeister, SimpleMind, and Draw.io offer user-friendly features to get you started.
Wireframes are primarily UI UX design tools used during the Prototype stage to experiment with different low-effort layouts. Balsamiq, Invision, and Figma are some of the best wireframing software applications in the market .
User Testing methods like A/B testing, card sorting, heat maps, concept testing, and heuristic evaluation can all significantly help improve the final product at the Test stage. Some software you can consider for the same include Optimal Workshop, Crazy Egg, UsabilityHub, and AdobeXD.
Examples of design thinking applications
Design thinking as an approach can be widely applied to various industries and problem statements. Here are a few examples where design thinking was used to solve customer problems and enhance their experience.
Nike Air Campaign:
Nike’s emergence as a pioneer in design thinking goes back to when it first introduced its Air campaign. Taking into account the customer needs, the footwear giant employed pressurised air technology by incorporating a transparent panel under the sole to create the sensation of "walking on air." This product range not only improved athletic performance but also became a fashion statement, positioning Nike as a top contender in the industry.
Airbnb:
Although Airbnb has a net worth of $75.4B today, at the time of its conception the company was struggling to generate revenue. To gauge the root cause, co-founder Joe Gebbia approached listings as a customer and identified a critical problem: many hosts uploaded low-quality images making their listings unattractive to potential customers. In response, Joe and co-founder Paul Graham visited every listed location, assisting hosts in capturing high-quality images of their properties. This straightforward but powerful initiative yielded remarkable results, doubling the company's revenue within just one week.
Netflix
Netflix has been a trendsetter for innovative and customer-friendly solutions. The OTT giant was one of the first platforms to identify the inconvenience of returning DVDs as a major roadblock in the user journey. As a solution, Netflix launched an online streaming platform that revolutionised the experience of watching movies. Likewise, some Netflix features, like Trending Now and Most Popular have now become benchmarks in the user experience space.
GE Healthcare
The experience of undergoing an MRI scan is often a source of terror and anxiety for patients, particularly children. Recognising this challenge as a significant pain point, the Chief Designer at GE Healthcare, Doug Dietz, introduced the "Adventure Series," a pioneering approach that entailed a complete redesign of MRI machines. Each machine was thoughtfully decorated with distinct themes to transform the MRI experience into an enjoyable journey for young children and alleviate their fears associated with the procedure.
UberEats
UberEats’ unique position in the market is rooted in the design thinking approach their team undertook when conceptualising the service. The team at UberEats interviewed the different stakeholders at every touchpoint to gain a deeper understanding of the food culture in different cities. The user research eventually gave birth to innovative features like the “Most Popular Item” category and a dedicated driver app that helped delivery agents identify and avoid high parking areas.
Who Can Use Design Thinking Concepts?
Design thinking is a problem-solving approach that finds application across industries and fields. Take the aforementioned list of case studies for reference, Nike’s application of design thinking made them a brand that’s looked up to for innovation in its products. GE Healthcare utilised a design thinking approach to alleviate the experience of its target audience. These examples underscore the adaptability of design thinking to achieve distinct goals in diverse sectors.
The design thinking process, with its well-defined steps, also proves to be a straightforward approach to implement. Any individual comfortable with experimentation and a knack for solving problems is well suited to use design thinking. Nevertheless, here are some common job profiles and professional roles that typically employ design thinking concepts:
UX UI designer:
The UX UI process closely resembles the design thinking methodology and incorporates techniques like empathy maps, journey maps, mind mapping, wireframing, prototyping, and testing to design user-friendly interfaces. With such a major overlap, UI UX designers can find applications for design thinking in just about any project they take up.
Marketing managers
Today, the majority, if not all, of marketing and advertising campaigns adopt a design thinking approach. Marketers leverage tools such as user surveys and feedback forms as part of the process to empathise with and comprehend customer needs. The insights gathered through these methods serve as valuable data, which is then used to generate creative ideas for branding and marketing campaigns. A prime illustration of employing design thinking to uncover unspoken customer needs for marketing endeavours is evident in Coca-Cola's "Share a Coke" campaign.
Architects and engineers
Understanding client requirements and sketching have long been fundamental elements of architecture. The design thinking process enhances the architect's toolkit by enabling a deeper understanding of the behavioural patterns of the individuals who will inhabit the designated space. This approach empowers architects to design with a keen focus on both form and function. Similarly, in engineering, the application of design thinking can lead to improved product functionality by facilitating a nuanced comprehension of the interaction between the end product and its users.
Software developers
In the field of software development, design thinking proves instrumental for business owners and strategists in gaining an understanding of their product features and the intended target audience. The prototype and testing stages, in particular, play a crucial role in pinpointing potential bugs during the development phase and refining the software for enhanced user-friendliness.
Benefits of Adopting a Design Thinking Approach
Design thinking can reap long-lasting benefits for an organisation, regardless of the industry it operates in. Some of these benefits include:
User-friendly solutions
Design thinking is built on in-depth research into the needs, preferences, and experiences of users/customers. This iterative approach enables solution designers to analyse a problem or pain point from multiple perspectives and offer solutions that go beyond traditional problem-solving and take care of every minute detail that pains the user.
Fosters Innovation
The iterative approach of design thinking allows for continuous improvement. This encourages creative problem-solving, enables teams to generate a multitude of novel ideas, and fosters a culture of innovation and experimentation, in turn leading to solutions that are always evolving to keep pace with changing user needs.
Resource Conservation
Design thinking encourages the exploration and identification of latent challenges and issues that may not be immediately apparent. By identifying and addressing issues early on, the methodology helps reduce the risk of investing time and resources in developing solutions that may ultimately prove ineffective or undesirable.
Higher interdisciplinary collaboration
Cross-functional collaboration is an integral aspect of design thinking. Since the methodology is not limited to the field of design, stakeholders often have to consult with subject matter experts to make decisions and analyse important user data. This collaboration brings diverse skills, knowledge, and viewpoints to the table, in turn enriching the ideation process and promoting more peer learning.
Learning Design Thinking
Given the practical nature of design thinking, the best way to get a hang of the approach is to get your hands dirty - through a job, internship, volunteering, or even just some projects. However, if you are at a nascent stage of your exploration and not ready to commit to these yet, here are a few resources you can utilise to learn more about design thinking.
Online course
Taking a course is one of the best ways to get started with design thinking. There are many offline and online courses available - we would recommend taking advantage of the flexibility of an online course to first establish the depth of your interest in the field. Several providers like Coursera, edX and Udemy offer short online courses that will help you develop a design thinking mindset. You could also consider courses in UI UX Design since these typically include an introductory module on design thinking and will then go on to in-depth teaching of User Experience (UX) Design, one of the major areas of application of design thinking.
Pro tip: Look for courses that offer both theoretical knowledge and exposure to practical work / projects.
Webinars / Workshops
Design thinking webinars and workshops are yet another great option to familiarise yourself with the basics of the process. These in-person or online events, mostly free of cost, can offer hands-on experience through team activities and problem-solving exercises, and help you build a foundation in the field of design thinking with minimal investment of time and money.
Online videos / YouTube
If you learn better through visual cues, then online videos on design thinking could be a great starting point. IDEO’s official YouTube channel typically posts several design-related videos. Another great resource could be watching TED Talks on design thinking. High Resolution, Design Thinking by Doreen Lorenzo and Design thinking by Paweł Żebrowski are some videos you can check out.
Podcasts
Podcasts are yet another power-packed option for learning design thinking. Many design thinking podcasts feature interviews with experts, case studies, and examples which can help gain knowledge about design principles, methodologies and real-world applications. You can check out The Design Thinking 101 hosted by Dawan Stanford and to get started with the basics of the process.
Case studies
Case studies have always been a great way to learn how organisations implement innovative practices. In the design thinking realm, there are several case studies documented by IBM, IDEO, Ideas42, and many others that can come in handy for understanding the intricacies of the process.
Books
There are numerous articles and books on design thinking that provide in-depth insights and understanding of the core principles and concepts of this approach. Change by Design, Human-Centered Design Toolkit, The Design of Everyday Things, and Creative Confidence are great examples to name a few.
What is the Correlation Between Design Thinking and UX Design?
If you're a design enthusiast, you're probably wondering by now why all this sounds so similar to UX Design. The answer to this lies in the evolution of design thinking as a problem-solving methodology.
Applied primarily at the strategic level, design thinking is a broader approach that derives inspiration from the product design process and utilises principles of empathy to formulate solutions. Likewise, UX design focuses on creating products and services that effectively address user issues. This exclusive focus on empathy and user-centric solutions, combined with design thinking’s association with product design has resulted in UX design closely mirroring the design thinking process.
However, despite similarities, design thinking and UX design are indeed distinct disciplines. The former is a process that serves as a foundation for innovation, with its scope extending beyond traditional design realms. In contrast, UX design is strictly a design discipline that focuses on enhancing user experience via the interface and experience one designs.
Next steps
We hope this comprehensive guide to design thinking has given you a better understanding of this exciting discipline with myriad applications.
If you are interested in learning more about the field of user experience design, where design thinking is applied very heavily, here are some of the resources you might find useful:
- Watch this session by Shiva Viswanathan, Design Head of Ogilvy Pennywise, and Naman Singh, Product Experience Designer at RED.
- Talk to a course advisor to discuss how you can transform your career with one of our courses.
- Pursue our UX UI Design courses - all courses are taught through live, interactive classes by industry experts, and some even offer a Job Guarantee.
- Take advantage of the scholarship and funding options that come with our courses to overcome any financial hurdle on the path of your career transformation.
Note: All information and/or data from external sources is believed to be accurate as of the date of publication.
