Why it Matters - Design Thinking

Design Thinking (DT) is an iterative, human-centred methodology for innovation that requires challenging inherent organisational assumptions. The philosophical mandate for DT stems from Albert Einstein’s observation: “We can't solve problems by using the same kind of thinking we used when we created them”. This calls for divergent thinking and a fundamental cognitive shift away from established, but failing, paradigms.

The core of this methodology is centred on the end-user. It is often stated that “The main tenet of design thinking is empathy for the people you're trying to design for”. This empathy drives the necessity of observation and immersion, rather than relying on abstract data models. Donald A. Norman defines this approach: “Human-centred design is a philosophy, not a precise set of methods, but one that assumes that innovation should start by getting close to users and observing their activities”.

A common failure in traditional problem-solving is neglecting the user context, summarised by the observation: “We spend a lot time designing the bridge, but not enough time thinking about the people who are crossing it”. DT forces practitioners to prioritise user experience and holistic context over technical elegance or internal process efficiency.

Design Thinking provides the necessary methodological framework to achieve the customer-centric ideal described by Peter Drucker. While Drucker set the abstract goal (product selling itself), DT provides the structured, iterative process (Empathy, Observation, Prototyping) required to reach that deep, intuitive customer understanding. The application of DT thus transforms an abstract strategic goal into an actionable, repeatable process.

The UK Design Council formalised the process of Design Thinking into the influential ‘Double Diamond’ model, which codifies the iterative cycle of Discover, Define, Develop, and Deliver, ensuring that human-centred innovation is executed through a rigorous and repeatable methodology.

"Why It Matters" offers a collection of afterthoughts for my marketing students, specifically designed to deepen their understanding of the week's topic. It provides crucial added insights to the content explored in each workshop.