About Design Thinking

About Design Thinking

In a nutshell, Design Thinking is a problem-solving methodology that uses design principles and a human-centered approach. Any company and organization from all industries can benefit from this approach (and the best part is that it’s not limited to just marketing or branding solutions).

“Design thinking taps into capacities we all have but that are overlooked by more conventional problem-solving practices. It is not only human-centered; it is deeply human in and of itself.” Tim Brown, Change By Design.

The process relies on gaining insight and understanding of the target audience, not by questionnaires or focus groups, but by deep immersion in the consumer experience, meticulous observation, and probing analysis.


Defined by the Stanford Hasso-Plattner Institute of Design, Design Thinking is constructed as a 5-stage process.

1. Empathize

Using empathy and curiosity as the foundation of a human-centered design process, we allow a group to set aside its own assumptions about the world and gain real insight into users and their needs.

2. Define

Defining problems in terms that allow creative solutions that might otherwise be left unexplored. This is where the relationship between the user and the issue at hand, including emotions, is defined. Questions can be reframed into seemingly absurd constructs to spark a new way of formulating solutions.

3. Ideate

Exploring innovative ideas based on the gained insight that challenge assumptions. Every idea, no matter how far-fetched, can generate creative flow and serve as a building block for a future solution prototype.

4. Prototype

Considered an experimental phase, Prototyping aims to identify the best possible solution for the problem at hand. Small-scale prototypes are created and questioned. This allows the potential solution to be accepted, improved, re-examined, or rejected.

5. Test

Testing the prototype design solution is an iterative process. It provides valuable feedback to help redefine one or more further solutions. One can return to previous stages to make necessary alterations and refinements to the prototype. 

An Adaptive Strategy

The entire Design Thinking process is cyclical and fluid, allowing room to jump back and forth between phases, to make sure the outcome is fully comprehensive.

Creating space to explore negative scenarios during the process is an advantage of Design Thinking. In the brainstorming phase, possible solutions can be presented to be prepared for any unforeseen failures.

The flexibility and insightfulness of Design Thinking impart endless possibilities of “ah-ha!” moments. It allows limitless room for exploring vast opportunities that will create an innovative solution to the specific problem.

Do you want to chat some more? Send us a message to connect at design@theedge360.com. 

The Edge360 is a multidisciplinary creative team. We thrive on problem-solving through Design Thinking. Magic happens when an audience feels an affinity with a brand or organization.

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