Design Thinking is how designers create desirable solutions to complex problems. It is often considered an exclusive tool for designers and other creatives, typically envisioned as a wall pockmarked with post-its. These are misconceptions.
The value of Design Thinking
Design Thinking is no one methodology, nor is it limited to designers. The principles that define Design Thinking should extend across multiple disciplines within a business. By adhering to these principles, all the moving parts that contribute to a project come together to create a product that is possible, purposeful, and strategically viable. At its core, Design Thinking is about good design, and good design yields powerful returns. According to the Design Management Institute, design-conscious companies like Apple, Coca Cola, and Walt Disney see 10-year returns yielding 2.19 times (219%) that of the S&P 500.
Statistics like this are why companies like Google and IBM teach Design Thinking frameworks in popular workshops around the world. However, despite these promising initiatives, universal adoption eludes industry titans. “Three years into the program… IBM Design Thinking has touched over 10,000 IBMers and hundreds of teams,” IBM’s Miroslav Azis says. “But in a 385,000+ person company, 10,000 is a drop in the bucket.”