Design thinking isn’t just about innovation – it’s about understanding and solving real problems for real people. By following its core principles – empathy, problem framing, creativity, iteration and testing – you can create solutions that are as impactful as they are meaningful.

Although often associated with product design, design thinking is just as powerful for shaping services, systems and processes. While it requires commitment and a willingness to challenge assumptions, the results can create significant competitive advantages.

Through my work, I’ve had the privilege of partnering with diverse organisations, applying these principles to design challenges and witnessing firsthand how this process fosters breakthrough solutions. Here’s what I’ve learned:

 

Empathy is at the Core

The best innovators don’t start with ideas, they start with people. 

Empathy isn’t just a step in design thinking; it’s the foundation. To truly innovate, you have to set aside assumptions and immerse yourself in the experiences of the people you’re designing for. It’s not about imagining what your customers might need – it’s about seeing the world through their eyes.

A great example of empathy in action comes from Zyliss, a homewares company. When redesigning their ice cream scoop, they didn’t sit in a lab brainstorming; they went into real kitchens. By observing how people used their scoops, they uncovered unexpected insights, like the simple joy of licking the scoop after serving.

The result was a scoop designed to be ergonomic, safe and, yes, easy to lick. This small, thoughtful detail transformed a functional product into something delightful.

 

Understanding Your Extreme User is Key

Design thinking encourages focusing on ’extreme users’ whose unique needs often highlight opportunities for innovation. For an ice cream scoop, this might include children still developing motor skills or older adults with limited grip strength.

Designing with these users in mind creates solutions that work for everyone. When a scoop is easy for someone with grip challenges to use, it’s likely to feel intuitive and enjoyable for all users.

This approach ensures your design isn’t just functional – it’s universally accessible. After all, no one ever complains that a product is too easy to use.

 

Maintaining a User Focus is Vital

One of the biggest risks in any project is losing focus of the user. It’s easy to start with good intentions, only to let other priorities take over. When teams fall in love with a particular idea, they may start ignoring feedback that challenges it.

Staying user-focused requires discipline. Every decision – whether during brainstorming sessions, design reviews or casual discussions – should be grounded in one question: Will this make things better for the user?

If the answer is no, it’s time to go back and rethink. The best ideas often emerge when you let go of assumptions and embrace feedback, even when it’s uncomfortable.

 

Trusting the Process is a Must

Design thinking is rarely a straight line from problem to solution. It’s an iterative process that requires patience and trust. Skipping steps like empathy or user testing might feel efficient in the short term, but it often leads to solutions that miss the mark.

The best results come from following the full process: deeply understanding the user, defining the problem clearly, exploring creative ideas, building prototypes and testing them with real feedback. Each iteration brings you closer to a solution that truly resonates.

 

It’s About Making Things That Matter

At its heart, design thinking isn’t just about creating things. It’s about creating things that matter. By putting the customer at the centre of the process, you move beyond superficial fixes and address real needs.

When a product or service truly connects with its audience, it becomes more than just a tool. It becomes indispensable. That’s the kind of innovation that leaves a lasting impact.