Design thinking: principles and use in practice

Do you need to give your business a push or solve persistent problems holding back your growth? Many companies find that success lies not only in a good idea but also in the right approach to realising it. This is where design thinking comes in – an approach that teaches you to look for effective solutions and strengthen your business strategically. In this article we will look at this method's key principles and benefits.

What is design thinking?

When we face complex problems we often need more than traditional, easily predictable procedures. This is where design thinking comes on the scene - a way of solving problems through understanding people's needs. The foundation of this approach is not only generating plenty of ideas (divergent thinking) but also focusing on choosing the best solutions (convergent thinking). Combining both types of thinking is key, because it lets us be creative but also practical.

How does design thinking differ from traditional problem-solving?

While traditional solutions focus on logical, analytical methods, design thinking is more about empathy, creativity and exploring various possibilities. It is a flexible, non-linear process, which creates room for experimenting. Testing and repeatedly adapting solutions is an important part of design thinking, which leads to constant improvement.

Another difference is that it puts the human factor first. Numbers and data do not come first, but how people feel, what experiences they have and what genuinely helps them. It is precisely because of this that design thinking is an ideal approach exactly where the aim is to create products and services that have a real impact on people.

The principles of design thinking

Design thinking is built on several basic principles that help solve problems effectively and support innovation. In the following lines we will look at the 4 key principles that form the foundation of this creative process.

The human rule

A principle stemming from the idea that every solution should focus on people's needs and experiences. The aim is to create products and services that are not only functional but also comprehensible to the user. 

The ambiguity rule

The ambiguity rule encourages us not to fear uncertainty but to know how to use it as inspiration. Design thinking works with an open mind towards new possibilities and accepts that problems often have no single right solution.

The re-designing rule

Re-designing stems from the idea that instead of entirely new solutions it is possible to focus on improving existing ones and adapting them to current needs. This principle shows that innovating need not always mean starting from zero, but rather improving and rethinking what already works. 

The tangibility rule

The tangibility rule emphasises the need to turn ideas into some level of "tangibility" - a prototype, sketch or wireframe. By examining ideas already created at some level we can assess their potential better and determine areas for improvement. 

The phases of design thinking

Design thinking is a dynamic process that goes through several phases. Every phase is distinctive and has its significance in the whole creation, from understanding needs to verifying whether the solution proposed works in practice. So let us look at the individual steps making up this process and at how each of them contributes to a successful result.

Empathy - put yourself in your customer's place

The first step of the whole process is understanding the user's needs, desires and problems. To create a solution that genuinely benefits the customer, it matters to gather data, interviews and research aimed at understanding their world. 

Define the problem

The second step is defining the problem we are trying to solve. Instead of throwing ourselves at solutions at once, we focus rather on why the problem exists at all. We ask plenty of questions and try to understand what the solution should achieve. 

Look for solutions

In this phase we bring in both forms of thinking - divergent and convergent. First we brainstorm and think up as wide a range of ideas as possible regardless of how feasible they are. Then we choose from the ideas the best solutions that could solve the problem effectively. 

Prototype

In this phase ideas turn into simple but working versions. A prototype lets us get fast feedback without needlessly investing time and energy in a design that would ultimately prove ineffective or unsuitable. A prototype may be a wireframe or a first visual design that helps us understand what the final design should look like. 

Test!

In the last phase the aim is to verify how it works with real users. Testing shows us how effective the solution is and where there is room to improve. 

Various user testing methods can be used here:

• Usability testing: users try the prototype and we watch how they work with it, where they run into problems and what suits them.

• A/B testing: in this method several versions of a solution are created to find out which version brings better results, in the case of PPC banners or websites for instance.

• First-click testing: watch what the user clicks first when they want to carry out some function. This method helps assess whether the design is intuitive, or whether the user easily finds what they need.

Design thinking is a non-linear process

These phases are flexible, so it is always possible to go back to earlier steps and adjust solutions according to the insights and feedback gained. 

Using design thinking in business

Let us give an example from practice. Imagine you own an e-shop and are recording falling sales and a high bounce rate. Traditional approaches might involve analysing statistics, optimising advertising or adjusting product prices. Using design thinking, though, you can go deeper and focus on users' own experiences. 

1. Empathy: start by trying to put yourself in your customers' place and find out what holds them back from buying. Talk to them and watch how they use your platform - what problems they run into and what they would like improved.

2. Defining the problem: gradually you notice a pattern: plenty of users get lost in the menu or have trouble finding the products they are looking for. From this information it can be deduced that the problem lies in unintuitive navigation. Customers say the menu is too complicated and cluttered and that some key features (such as the shopping basket) are hard to reach.

3. Look for solutions: you define a goal - simplify the navigation so that it is clear and well arranged. With the team you think about various ways of solving the problem. 

4. Prototyping: from the solutions chosen you create simple prototypes reflecting the new navigation elements. One prototype may contain a cleaner drop-down menu, another an improved search bar. 

5. Testing: you test the prototypes with users who try to find products as in ordinary shopping. On that basis you get feedback on whether the new navigation elements proved themselves or need further fine-tuning. 

Today, when everything changes at incredible speed and flexibility is essential, design thinking proves an invaluable tool. It is not only a methodology but also a philosophy that helps us create innovative solutions relevant in a constantly developing world. Its strength lies in the fact that it always returns to what matters most – understanding the people the solutions are meant for.