Design Thinking

Presentation
What is Design Thinking?

Design thinking is a mindset and approach to problem-solving
and innovation anchored around human-centered design.
Design thinking is different from other innovation and ideation
processes in that it’s solution-based and user-centric rather than
problem-based. This means it focuses on the solution to a
problem instead of the problem itself.
For example, if a team is struggling with transitioning to remote
work, the design thinking methodology encourages them to
consider how to increase employee engagement rather than
focus on the problem (decreasing productivity).
The essence of design thinking is human-centric and user-specific. It’s about the
person behind the problem and solution, and requires asking questions such as
“Who will be using this product?” and “How will this solution impact the user?”
The first, and arguably most important, step of design thinking is building
empathy with users. By understanding the person affected by a problem, you can
find a more impactful solution. On top of empathy, design thinking is centered on
observing product interaction, drawing conclusions based on research, and
ensuring the user remains the focus of the final implementation.
What Is Design Thinking & Why Is It Important? | HBS Online
Why Design Thinking works?
• As a creative approach to innovation and problem-solving that focuses on
users, the practice of design thinking covers everything from physical consumer
products like smartphones and laptops, to digital systems built by SaaS brands, and
even community-oriented projects in wellness, banking, and self-improvement.
• Some of the world’s leading brands—think Apple, Google, IBM, and Samsung—
have adopted the design thinking approach, and the methodology is being taught at
leading universities around the world, including Stanford d.school, Harvard, and
MIT.
• Design thinking helps product
teams understand not
only what will make a great
product, but
also how and if they should do
it. It can (and has)
transformed the way
businesses across industries
solve problems and meet
customer needs.
4 Inspiring Design Thinking Ex
amples (hotjar.com)
Definition of a problem
Framework
First example of Design Thinking – Airbnb
Usage of design thinking - they knew
they had to get into the heads of the
people who were going to use
Airbnb and see what they were actually
looking for. Their solution involved
traveling to New York, renting a camera,
and spending time with customers in
their homes to take good pictures of the
houses. It wasn’t scalable or very
The team took a chance, skipped what they had learned at technical, and they did it with no
school about how a business should work, and followed
preliminary study—they were only
the steps of the design thinking methodology: empathize,
define, design, prototype, and test. Then, they doubled
guided by intuition.
their income overnight. • 4 Inspiring Design Thinking Examples (
hotjar.com)
What Airbnb has achieved through design thinking
Their unusual and more creative approach paid off. By
implementing design thinking principles, Airbnb has
singlehandedly defined the experience economy and set
themselves apart as an industry leader.
From a program that listens and responds to hosts' feedback, to
encouraging gestures that create customer delight at moments
where the product experience might break, Airbnb has used
design thinking to solve incredibly complex and interesting
challenges, including:
• Dealing with a unique global inventory of homes and
experiences
• Understanding how people get inspired and plan travel

4 Inspiring Design Thinking Examples (hotjar.com)
• Creating tremendous freedom for bold, creative thinking and

making for employees
As for revenue, the company has gone from $200 a week to
revolutionizing tourism and achieving a valuation of $110 billion.
Guests have booked over 1 billion stays, and there are 5.6 million
global listings in 100,000 cities and over 200,000 regions.
Second example of Design Thinking - Apple
Today, the company may be most known for its physical products—
like the iconic iPhone, iPad, and MacBook—but it was their iOS
platform strategy that started their journey as an industry innovator.
After Steve Jobs returned to Apple in 1997, he started to apply the
design thinking characteristics that reflected his vision for Apple
products:
• Focusing on real people’s needs and desires, rather than only the
needs of the business.
• Building empathy by helping people learn to love Apple products.
• Prioritizing the design, rather than the engineering work, by having
designers consider both the form and function of the product.
• Building simple yet user-friendly products, rather than complex
hard-to-use ones. 4 Inspiring Design Thinking Examples (hotjar.com)
The company puts a premium on design thinking in all its products,
from digital to physical. That starts with figuring out what customers
really want, developing products based on identified needs, and then
creating prototypes and testing them to see how successful they are.
What Apple has achieved through design thinking
Apple’s entire product development process may be one of
the most successful design thinking examples ever
implemented. With a valuation exceeding $2 trillion,
there’s a lot that designers can learn from Apple and
introduce into their own design environments.
4 Inspiring Design Thinking Examples (hotjar.com)
Their dedication to continuous discovery and innovation
has produced a series of user-centered technological
hardware, operating systems, software, and services that
set an industry standard. Examples include tools you
(probably) use everyday—like the Apple TV, iMac, iPad,
iPhone, MacBook, Apple Watch, AirPods, Bridge OS, iOS,
App Store, FaceTime, iTunes, and iCloud.

Design Thinking

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Design Thinking

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What is Design Thinking?

• Understanding how people get inspired and plan travel

• Creating tremendous freedom for bold, creative thinking and

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