Design Thinking
A human-centered approach to innovation that integrates people's needs, technology possibilities, and business requirements
The Five Phases of Design Thinking
Design Thinking is a non-linear, iterative process that teams use to understand users, challenge assumptions, redefine problems, and create innovative solutions.
Empathize
Define
Ideate
Prototype
Test
Iterative process - return to any phase based on learnings
Empathize
Understand the user and their needs through observation and engagement
Key Activities:
- User interviews
- Shadowing and observation
- Empathy maps
Outputs:
💡 Leave your assumptions behind and truly listen to users
Define
Synthesize observations to define the core problem you're trying to solve
Key Activities:
- Synthesize observations
- Identify patterns
- Create problem statements
Outputs:
💡 Frame the problem as an opportunity for design
Ideate
Generate a wide range of creative ideas and potential solutions
Key Activities:
- Brainstorming sessions
- Mind mapping
- SCAMPER technique
Outputs:
💡 Go for quantity over quality initially - wild ideas welcome!
Prototype
Build quick, low-fidelity versions of solutions to explore ideas
Key Activities:
- Paper prototyping
- Digital mockups
- Role playing
Outputs:
💡 Start rough and iterate - fail fast and cheap
Test
Test prototypes with users, gather feedback, and refine solutions
Key Activities:
- User testing sessions
- A/B testing
- Feedback collection
Outputs:
💡 Test early and often - every failure is a learning opportunity
The Double Diamond: Diverge and Converge
Design Thinking alternates between divergent thinking (exploring widely) and convergent thinking (focusing narrowly) throughout the process
Empathize
Diverge
Explore broadly to understand users
Define
Converge
Focus on specific problem to solve
Ideate
Diverge
Generate many possible solutions
Prototype
Converge
Select and build best ideas
Test
Diverge
Explore what works and what doesn't
Core Design Thinking Mindsets
Success in Design Thinking requires adopting these fundamental mindsets
Human-Centered
Focus on real people and their needs
- •Observe users in context
- •Practice active listening
- •Build empathy
- •Co-create with users
Experimental
Learn by doing and trying things out
- •Prototype quickly
- •Test assumptions
- •Fail fast
- •Iterate based on learning
Collaborative
Work together across disciplines
- •Cross-functional teams
- •Co-creation sessions
- •Build on others' ideas
- •Diverse perspectives
Optimistic
Believe that design can create positive change
- •Focus on possibilities
- •Embrace constraints
- •See failures as learning
- •Maintain creative confidence
Iterative
Continuously improve through cycles
- •Multiple iterations
- •Continuous refinement
- •Incremental improvements
- •Version control
Design Thinking Toolkit
Essential tools and methods for each phase of the design process
Research Tools
User Interviews
Structured conversations with users
Surveys
Quantitative data collection
Observation
Watching users in their context
Card Sorting
Understanding mental models
Synthesis Tools
Affinity Mapping
Clustering insights into themes
Personas
Archetypal user representations
Journey Maps
Visualizing user experiences
Empathy Maps
Understanding user perspectives
Ideation Tools
Brainstorming
Generating ideas in groups
Mind Mapping
Visual idea exploration
SCAMPER
Systematic idea generation
6-3-5 Method
Structured group ideation
Prototyping Tools
Paper Prototypes
Quick hand-drawn concepts
Wireframes
Basic structural designs
Mockups
Visual representations
MVPs
Minimum viable products
Design Thinking Success Stories
Airbnb
Used Design Thinking to transform from near-bankruptcy to $75B valuation
- • Founders lived with users to understand needs
- • Redesigned entire booking experience
- • Created host/guest trust mechanisms
Bank of America
"Keep the Change" program from Design Thinking research
- • Observed customers\' saving behaviors
- • Discovered mental rounding habits
- • Created automatic savings program
GE Healthcare
Redesigned MRI experience for children using Design Thinking
- • Observed children\'s fear of MRI machines
- • Transformed machines into adventures
- • Reduced sedation needs by 80%
Accelerate Design Thinking with Commercify AI
Our AI-powered platform enhances every phase of the Design Thinking process with data-driven insights and automated tools
Empathize
AI-enhanced empathize tools
Define
AI-enhanced define tools
Ideate
AI-enhanced ideate tools
Prototype
AI-enhanced prototype tools
Test
AI-enhanced test tools
Why Use Design Thinking?
User-Centered Innovation
Create solutions that truly meet user needs and desires
Creative Problem Solving
Generate innovative solutions through structured creativity
Reduced Risk
Test and validate ideas early before major investment
Ready to Design Human-Centered Solutions?
Use Commercify's Design Thinking tools to create innovations that users love and markets embrace.