How to create a design thinking culture in your company

Everyone’s talking about innovation these days. But how do you implement it into well-established company processes? It might seem like a tough nut to crack, but with a bit of effort, it’s definitely doable. The answer? Design thinking. You’ve probably heard the term before; it’s become one of the most talked-about concepts in the world of innovation. And for good reason. According to Forrester, companies that have embraced design thinking can achieve up to an 85% return on investment (ROI). Impressive, right?

This blog will give you a practical guide on how to implement design thinking in your company and might just convince you to take it seriously. So, let’s dive in.

What is design thinking?

Harvard Business Review defines design thinking as a mindset and approach to problem-solving that’s centered around human needs. What sets it apart from other innovation methods? It’s primarily focused on finding solutions rather than just dwelling on the problem. The design thinking process involves five key phases:

Empathy (understanding the user’s needs)
Defining the problem
Generating ideas
Prototyping
Testing

Simply put, the goal is to create a product or service that’s not only innovative but also perfectly aligned with the actual needs of users.

TIP: Did you know that design thinking gained widespread recognition in the business world after Tim Brown, CEO of IDEO, published an article on the subject in Harvard Business Review?

The benefits of design thinking for your company

Why should you implement design thinking, and does it really bring any tangible benefits? That’s a common question among managers. So, let’s take a closer look. The main benefits include driving innovation, improving teamwork (thanks to design thinking, employees focus on open communication, with workshops and brainstorming sessions that easily break down barriers between departments), and solving complex problems.

TIP: Did you know that design thinking not only enhances innovation but also boosts process efficiency and overall customer satisfaction?

According to Appnova, design thinking offers even more advantages:

Increases user satisfaction – When you put users at the center of everything, you create solutions that truly meet their needs. And who wouldn’t want satisfied and loyal customers?
Reduces the risk of failure – Continuous prototyping and testing help you catch potential issues early, saving you from headaches later on.
Accelerates time to market – Rapid prototyping and regular feedback significantly shorten the time from idea to launch, so you can get your products to market much faster.
Builds empathy and understanding – By deeply understanding user needs, you create solutions that not only work but also resonate emotionally with people.
Supports agile adaptation – The iterative approach means you can quickly respond to changes and adjust your products to current needs and market conditions.
Enhances competitive advantage
Optimizes resource use – By focusing on what users really need, you minimize waste and make every effort count.

TIP: Have you heard of a method of learning called microlearning? It allows even the busiest managers to study. All you need to do is learn for 15 minutes a day.

How to implement design thinking in your company

To implement design thinking in your company, the first step is to convince leadership that it’s worth the investment. A great argument is case studies from companies that have successfully adopted this method and are now thriving. You don’t have to look far for examples; globally recognized brands like Airbnb, Netflix, Tesla, and Nike are leading the way.

Case Study #1: Airbnb

The founders of Airbnb took a close look at the issues with traditional accommodations. They found that users often struggled with high costs and a lack of personalization in hotel services. Through user research, they managed to create a platform with a review and rating system that builds trust and transparency, meeting the needs of travelers. The “Experiences” feature also allows users to book local activities hosted by residents. It’s a win-win.

Case Study #2: Netflix

Another great example is the streaming platform Netflix. Like Airbnb, Netflix focused on what its users truly need—a personalized and convenient experience when consuming content on their TVs, tablets, or laptops. They created a platform that offers viewers exactly what they’re looking for: personalized recommendations, an intuitive interface, and the ability to discover new shows and movies based on personal preferences. Netflix has won over fans and viewers around the world.

What’s next?

Evaluate your company culture – Identify areas that will benefit from a design thinking approach. Does your company support innovation and collaboration across departments? Or is it time for a change?
Employee training – Organize a series of workshops for employees at all levels to familiarize them with the main principles of the methodology and understand why it’s beneficial. Keep an eye out for training opportunities from companies like Google—they’re excellent!

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Leadership support – To successfully implement design thinking, you need full backing from leadership. Involve management in the process to ensure the initiative has strong support. This includes allocating resources and creating an environment that encourages experimentation.
Create innovation teams – Teams should be made up of diverse members, bringing different perspectives and expertise to the table. These allocated teams are responsible for identifying and solving specific problems using design thinking methodology.

Collaboration tools

Use technology and software that support team collaboration and idea visualization, such as digital whiteboards, brainstorming, and prototyping tools. Trello and Miro are popular examples that can simplify the collaboration process.

Challenges and solutions in implementing design thinking

What’s the point? I’m not interested…

There’s always that one person in the team who’s resistant to change. This is part of the challenge of implementing new approaches—dealing with clear resistance. That’s why it’s crucial to communicate the benefits of the new methods and provide employees with the support they need during the transition.

Make sure it doesn’t fizzle out over time.

Yes, this is another challenge. To maintain a culture of design thinking, you need to ensure long-term support and resources. Keep track of progress and continuously adapt processes to meet your company’s needs.

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