Since 1969, the first formal model of the Design Thinking process was outlined by Nobel Prize laureate Herbert Simon in his article related to design methods - “The Sciences of the Artificial”. Simon’s model consists of seven stages and was influential in shaping what the Design Thinking process models today. I will focus on the five-stage model proposed by Hasso Plattner Institute of Design at Stanford (, based on Simon’s model.

So what makes some companies and their people, more or less creative than others ?

Let’s talk about innovation and how it’s related to design thinking. Innovation is actually an idea or method or a new product. But in business terms, innovation is a process translating an idea or service that creates value for which a customer will pay. Innovation can be commercial, technological or even social, so in fewer words: finding solutions to existing problems means innovation!

Let’s focus on social innovation

which can be evolutionary or revolutionary, but how is this related to design thinking ?
Stanford University presents “social innovation as the process of developing and deploying effective solutions to challenging and often systemic social environmental issues in support of social progress”. Although exchange of ideas & values, shift in roles & relationships, integration of private capital with public support influences social innovation! Innovation is something we all really really want; think out of the box, identify a need & take action!! Observe problems from inside. Find solutions for outside.
Design thinking is a methodology used to create new business, allows you to innovate and find opportunities. Design thinking is client oriented, reduce cost, minimize the impact, ensure success. It’s using designer sensitivity combined with problem solving methods that are technically feasible and commercially viable, in other words both sides of the brain are involved in the same direction. This is how creative solutions are born. Design thinking is related to product development, but with so many helping tools, it generates INNOVATION.


"A way to use a designer’s toolkit to find new ideas and discover innovative solutions to problems.”( )


Design Thinking is a collaborative, creative & innovative way of finding solutions to customer problems.
Companies, business & education are all using design thinking.

DESIGN THINKING can be applied to any field in 5 easy steps


Learn from audience through observations and interviews. Who is my user & what does he care about ? Understand the needs. Put yourself in the user's shoes, know how they feel, how they think!

"Empathy is the basis of a people-centered design model. You can use observation, commitment and interviews, among other tools, to really get to know your user. Now knowing the concept of empathy it is worth asking: what tools can I use in this phase to better understand what the user is looking for and needs? The two most used tools in this phase are the interviews and the empathy map. The purpose of the interview in this context is to understand what people think, feel or what motivates them so that we can innovate for them. Understanding their choices, we can understand their needs and design for them. " - (udemy)


What art the needs of my user?
Considering the user's needs first and foremost, create a point of view based on them, organize all the information and identify the problem you will solve.

Here we express the problem.


Brainstorming technique. Generate as many solutions as possible.

“When it comes to generating ideas, and especially when you have to draw them, many people say: I'm nothing creative! This is because many people confuse creativity with artistic ability. And ... you know what? We are all creative!
Sometimes, the most crazy ideas are those that generate visionary solutions.


Ideas become reality. Show to others.
Why do we prototype ?
To learn, to resolve differences, to start a conversation, to fail quickly and low cost, to manage the process of creating solutions.

Tools to prototype: prototype in images, raw method, storyboard, videos, role play, craft materials, lego


Test prototypes for feedback from users. What works and what should we change? We will verify if the problem was properly solved. The main principle of Design Thinking is to engage with the users and customers of your work. Tools to evaluate: models method (testing both a product and a service) & usability tests - test the user's experience on a possible solution.

"The Design Thinking process consists of five stages and it is not linear: empathy, define, ideate, prototype and evaluate. At any time you can go backwards or forwards if you need it, jumping even to non-consecutive stages. You will start collecting a lot of information, generating a large amount of content, which will grow or decrease depending on the phase in which you find yourself." - (udemy)

Thank you!

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