Why work with Design Thinking?
Design Thinking isn’t just a method — it’s a mindset that can transform how you approach problem-solving.
By putting users at the center, Design Thinking promotes a deep understanding of their needs and challenges, enabling you to create solutions that truly make a difference.
This foundation sparks creativity and innovation. It helps you develop new and unique solutions that set your organization apart from the competition.
By working cross-functionally and iteratively, teams can quickly test and refine their solutions — reducing the risk of failure and increasing the chances of success. In short, Design Thinking lets you tackle complex problems with a structured yet flexible approach that is both effective and inspiring. By integrating it into your workflow, you can improve products and services while also building a more engaged and innovative organizational culture.
Design Thinking consists of five phases:
- Empathize
- Define
- Ideate
- Prototype
- Test
Let’s take a look at each of these phases — what they involve, and the advantages and limitations of the method.
The 5 Phases of Design Thinking
1. Empathize
The first phase is about understanding your users and their needs. It’s important to put yourself in their shoes and truly grasp their challenges and desires. This is done through observations, interviews, and other user research.
How to work in the Empathize phase
- Interviews: Talk to users and learn about their experiences and needs.
- Observation: Watch how users interact with products or services in their natural environment.
- Surveys: Collect data from many users to gain a broader perspective.
What you gain from the Empathize phase
- A deeper understanding of users and their needs.
- It helps uncover hidden problems you may not have considered.
2. Define
In this phase, you analyze the data you've collected and define the central problem to solve. It's about identifying the core challenge and clearly articulating it.
How to work in the Define phase
- Problem framing: Define the main issue based on user insights.
- Point of View (POV): Frame the problem from the user’s perspective.
- Empathy Maps: Visualize users’ experiences and needs.
What you gain from the Define phase
- Clarity and direction for your next steps.
- A shared understanding within the team.
3. Ideate
Now it’s time to brainstorm and generate as many ideas as possible. Creativity is key here — think outside the box.
How to work in the Ideate phase
- Brainstorming: Generate as many ideas as possible without judging them.
- Brainwriting: Write down ideas individually and share them with the group.
- Mind Mapping: Create visual maps of ideas and their connections.
What you gain from the Ideate phase
- It boosts creativity and can lead to innovative solutions.
- You get a wide range of ideas on the table.
4. Prototyping
In the prototyping phase, you turn your best ideas into tangible models. These can be simple mockups or digital prototypes that allow you to test the ideas in practice.
How to work in the Prototyping phase
- Sketch models: Create simple, handmade models.
- Digital prototypes: Use software to build interactive models.
- Roleplay: Simulate service experiences through roleplaying.
What you gain from the Prototyping phase
- Quick, low-cost testing and visualization of ideas.
- It helps identify issues and areas for improvement early on.
Not sure what a prototype is? Read the article: What is a prototype?
5. Test
The final phase is about testing your prototypes with real users. This is where you get feedback and see how your solutions perform in practice.
How to work in the Test phase
- User tests: Let users try your prototypes and collect their feedback.
- Feedback loops: Iterate and improve your solution based on feedback.
- A/B testing: Compare different versions to find the best one.
What you gain from the Test phase
- You ensure your solution is user-friendly and meets actual needs.
- Quick improvements based on real user feedback.
Reduce risk with Design Thinking
One of the biggest benefits of Design Thinking is how it reduces project risk by enabling early and low-cost decision-making. You can quickly develop and test ideas with simple paper prototypes or detailed mockups, gaining valuable feedback before investing heavily in full development.
Even polished, realistic mockups can give a clear sense of what the final product will be like — helping you avoid costly changes later. Once a system is fully built, even small changes can be expensive and complex. Design Thinking ensures that you continuously test and validate your ideas, reducing the risk of failure and costly rework.
Design Thinking is rarely as linear as the diagrams suggest
While often described as a linear five-step process, Design Thinking is far more dynamic. The phases are not steps to follow in sequence but spaces to move in and out of as needed. This allows you to adapt the process to the specific challenges you face.
With this flexibility, you can focus on defining the problem when needed — or shift to brainstorming once the challenge is clear. Being aware of the current phase helps align everyone on the team, improving collaboration and clarity.
The five-phase structure — Empathize, Define, Ideate, Prototype, and Test — helps you stay focused and sharp throughout the design process. It serves as a guide to keep your work purposeful, adaptable, and efficient — while allowing you to navigate uncertainty and deliver meaningful, user-centered results.