We spend A LOT of time designing the bridge, but not enough time thinking about the PEOPLE who are crossing it.

Dr. Prabhjot Singh (Columbia University)

What & Why of Design Thinking

“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 (A leading Design Thinking firm).

  • Design Thinking is a way of working that helps us innovate; a “designerly” approach to integrating people needs with business needs and technical possibilities.
  • Design Thinking will help us bring Innovation and Value to what we do today.

Design Thinking Core Ingredients 

  • User Centric (People focused)– 
    • The process gets initiated with empathy and understanding people (the users) through direct observation and research.
  • Playful & Being Creative – 
    • Reframe/Restructure the problem and looks at it from multiple different perspectives – try considering multiple solution options.
  • Iterative (Repeat Cycles)–
    • Perform refinement of the problem definition and potential solutions based on feedback and testing; importantly -learns from early failures.
  • Prototype Driven (PoVs /PoCs)
    • Heavily relies on tangible representations of potential solutions to get early user feedback.
  • Together-ness (Being collaborative) –
    • Involves all disciplines throughout the process. Employs co-creation methods as appropriate during the process.

Design Thinking Eventual Approach/Process


Additional References/Resources

  • Fjord Service Design Case Studies
  • Stories of how Design Thinking is used in Business – examples from AirBnB, Intuit and GE Healthcare.
  • IDEO – examples from one of the leading Design Thinking consultancies of their business, digital experience and organizational design work for companies such as Holiday Inn, IKEA, Kraft Foods, the Mayo Clinic, PNC Bank and Ford.