The document provides an overview of design thinking as a human-centered, iterative problem-solving process that combines desirability, feasibility, and viability. It outlines the reasoning types involved—deductive, inductive, and abductive—and details the key phases of design thinking: empathize, define, ideate, prototype, test, and implement. Ultimately, the document emphasizes the transformative potential of design thinking in organizations.

1. DESIGN THINKING
O V E R V I E W
I T E R A T I V E P R O B L E M - S O L V I N G P R O C E S S

2. FROM
TECH-CENTERED
TO
HUMAN-CENTERED

3. Reason is the capacity for consciously making sense of
things, applying logic, establishing and verifying facts,
and changing or justifying practices, institutions, and
beliefs based on new or existing information.*
Reasoning is associated with thinking, cognition, and
intellect. Reasoning may be subdivided into forms of
logical reasoning (forms associated with the strict
sense):
• deductive reasoning
• inductive reasoning
• abductive reasoning
REASONING
*wikipedia.org

4. CASE
RULE
RESULT
Deductive
Reasoning
Deductive reasoning starts with the assertion of a
general rule and proceeds from there to a guaranteed
specific conclusion.

5. RESULT
CASE
RULE
RESULT
CASE
RULE
Inductive
Reasoning
Inductive reasoning begins with observations that are
specific and limited in scope, and proceeds to a
generalized conclusion that is likely, but not certain, in
light of accumulated evidence.

6. RESULT
RULE
CASE
RESULT
CASE
RULE
RESULT
RULE
CASE
Abductive
Reasoning
Abductive reasoning typically begins with an
incomplete set of observations and proceeds to the
likeliest possible explanation for the set.

7. Design thinking brings together what is desirable from
a human point of view with what is technologically
feasible and economically viable.
Thinking like a designer can transform the way
organizations develop products, services, processes,
and strategy.
Design thinking is a deeply human process that taps
into abilities we all have but get overlooked by more
conventional problem-solving practices.*
THINKING
DESIGN
VIABILITY
Business
DESIRABILITY
Human
FEASIBILITY
Technical
*www.ideou.com

8. UNDERSTAND EXPLORE MATERIALIZE

9. UNDERSTAND EXPLORE MATERIALIZE
Empathize01.
Define02.
Ideate03.
Prototype04.
Test05.
Implement06.

10. Empathize
Conduct research in order to develop knowledge about
what your users do, say, think, and feel.
Directly observe what they do, how they think, and what
they want, asking yourself things like ‘what motivates or
discourages users?’ or ‘where do they experience
frustration?’*
Define
Combine all your research and observe where your users’
problems exist. In pinpointing your users’ needs, begin to
Organize all your observations and draw parallels across
your users’ current experiences. Is there a common pain
point across many different users? Identify unmet user
needs.*
UNDERSTAND 01.
02.
*www.nngroup.com

11. Ideate
Brainstorm a range of crazy, creative ideas that address the
unmet user needs identified in the define phase.*
Prototype
Build real, tactile representations for a subset of your
ideas. The goal of this phase is to understand what
components of your ideas work, and which do not.
Make your ideas tactile.*
EXPLORE 03.
04.
*www.nngroup.com

12. Test
Return to your users for feedback. Ask yourself ‘Does this
solution meet users’ needs?’ and ‘Has it improved how they
feel, think, or do their tasks?’.
Put your prototype in front of real customers and verify
that it achieves your goals.*
Implement
Put the vision into effect. Ensure that your solution is
materialized and touches the lives of your end users.*
MATERIALIZE 05.
06.
*www.nngroup.com

13. Design Thinking 101 - Nielsen Norman Group
https://www.nngroup.com/articles/design-thinking/
SOURCES
Ideo U
http://www.ideou.com/pages/design-thinking
Change by Design: How Design Thinking Transforms Organizations and Inspires Innovation. T. Brown
https://www.amazon.com/Change-Design-Transforms-Organizations-Innovation/dp/0061766089
TED Talks - Designers - think big!
https://www.ted.com/talks/tim_brown_urges_designers_to_think_big

14. T H A N K Y O U
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