Design Thinking

Solve complex problems using an iterative, experimental,
human-centered approach that rapidly delivers value.

Design Maturity Quiz

Design Thinking

What is Design Thinking?

Design Thinking eliminates the common issues that plague teams trying to address problems with their products, services, and solutions. It compensates for human biases such as groupthink by imposing constraints that allow teams to produce the largest number of solution ideas in the shortest amount of time.

Empathize


Gain a deep understanding of the problem space and users.

Define


Clearly articulate the problem, assumptions and risks.

Ideate


Generate solution ideas, evaluate and decide on the approach.

Prototype


Create a “just realistic enough” prototype.

Test


Test with real users to see how the prototype performs.

Empathize


Gain a deep understanding of the problem space and users.

Define


Clearly articulate the problem, assumptions and risks.

Ideate


Generate solution ideas, evaluate and decide on the approach.

Prototype


Create a “just realistic enough” prototype.

Test


Test with real users to see how the prototype performs.

Design Thinking begins with a deep understanding of users, their problems, and goals. With the problem defined, the team generates solution ideas and decides upon the most promising one without sales pitches or endless debate.

Next, the solution idea is rapidly and inexpensively prototyped so that it’s just real enough to be used in hands-on test sessions. This allows for rapid experimentation with solution ideas prior to development effort.

Remote Design Thinking

Design Thinking exercises adapt easily to remote teams looking
for ways to improve effective communication and collaboration while instilling a spirit of innovation. Design Thinking activities can be easily adapted to remote environments using a common meeting tool like Zoom, Google Meet, or GoToMeeting combined with a virtual whiteboard tool like MURAL or Miro.

What Are
The Benefits?

Design-Centric Organizations Consistently Outperform the S&P Over 200%

The most innovative companies in the world such as Apple, Starbucks, and Nike are driven by design. Although initially, the value of design to business was difficult to prove, this has not been the case for many years. An example is the Design Management Institute’s Design Value Index. Started in 2013, it has shown that design-driven companies have consistently outperformed the S&P by over 200%.

Design Value Index 2005-2015

DVI
S&P 500
221%

Design-Centric Companies

  • Apple
  • Coca-Cola
  • Ford
  • Herman Miller
  • IBM
  • Intuit
  • Nike
  • Proctor & Gamble
  • SAP
  • Starbucks
  • Starwood
  • Stanley Black & Decker
  • Steelcase
  • Target
  • Walt Disney
  • Whirlpool

Design Maturity Has Had Proven Impact On…

Revenue —

4x

Level 5 companies see four times the revenue of Level 1 companies.

Cost Savings —

5x

Level 5 companies see five times the cost savings of Level 1 companies.

Time-to-Market —

6x

Level 5 companies reach market six times faster than Level 1 companies.

Valuation —

26x

Level 5 companies achieve 26 times the valuation of Level 1 companies.

Revenue —

4x

Level 5 companies see four times the revenue of Level 1 companies.

Cost Savings —

5x

Level 5 companies see five times the cost savings of Level 1 companies.

Time-to-Market —

6x

Level 5 companies reach market six times faster than Level 1 companies.

Valuation —

26x

Level 5 companies achieve 26 times the valuation of Level 1 companies.

Design Thinking has proven impact on the bottom line. The more sopisticated a company’s approach to design, the more profitable they become.

In the largest study of its kind to date, InVision broke design maturity down into five maturity levels. The higher the level of maturity, the greater the return on the investment.

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Who Uses Design
Thinking—and How?

There are truly no problems to which design thinking can’t be successfully applied.
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Design-Driven Companies Win

Take the next step and level up with eCity Interactive

How Do You Stack Up?Gauge how your organization thinks about design and how to take your problem solving to the next level.
Take Our Design Maturity Quiz