The evolution of technology in the past 10 years created a new ecosystem that enriched our ability to connect with the most important people in our life. This event reframed the perception of our daily human-device interaction that is becoming every day more personal and intimate and reprioritized our priorities and expectations as a customer. In this new landscape, a new approach is required to create and deliver relevant customer's value, and design thinking possesses the "ability" necessary to succeed. In this session, we will initially explore how the customer's mindset and expectations are changed and what are the implications of this new paradigm on the design and development process. We will then illustrate how design thinking can help to maximize the value generation and how to use the design mindset to deliver relevant experiences to the customers. In the last part, we will address some common mistakes and we provide some examples and guidelines to systematize design thinking inside an organization with the goal of establishing a design-driven business.