Why Design Thinking?

A human centered approach for innovation


To stay competitive organizations need to reassess the way they are structured, function and build relationships with customers. Design Thinking is a human centered mind-set to develop and deliver innovative ideas and solutions to complicated problems.

Closing the ‘reality gap’ between organisations and people (employees and customers alike) should be the number one priority of any innovative company. People centered approaches like Design Thinking, Social Design and Service Design have emerged because they provide us with useful and holistic methods and tools to bridge the gap.

Ideally nobody will talk about Design Thinking, because it is part of what you do, it is part of your DNA.

What is Design Thinking?

Design Thinking inspires and challenges a team to learn by doing and strengthens their ability for creative problem solving. It helps organisations build the necessary environment and mentality to make change happen. Design Thinking is human-centered, it places people at the heart of a challenge.

Design Thinking is an activity-based, iterative and continuous process with a strong emphasis on learning-by-doing, empathy and co-creation. In Design Thinking various disciplines are connected, from research and strategy to design and policy.

The Double Diamond of Design Thinking

The diagram of the Double Diamond is an often-used way of mapping the design process. It is based on a research study by the U.K. Design Council and dissects the design process in a simple graphical way by dividing it in four distinct phases: Discover, Define, Design and Deliver.

Winning companies, such as Apple, Virgin, Toyota, and others innovate continuously because of their culture of design thinking. They integrate the needs of people, the possibilities of technology, and the requirements for business success. Design-led companies put people first, not technology.

Design Thinking follows the same diamond shaped flow of divergent thinking followed by convergent thinking. From discovering customer and stakeholder insights (diverge) to defining the real challenge (converge) and from open minded brainstorming for possible ideas (diverge) before refining and narrowing down to the best idea (converge).

Tool Time!

During this process various Design Thinking tools are thrown in the mix to assist non-designers to think more like designers when they tackle organisational problems. These tools guide the conversations in the different phases. During high-energy workshops and Bootcamps, groups work with sheets, canvases and post-its to exchange thoughts and brainstorm around new ideas. The tools are flexible and can always be changed in support of specific needs.

“We strongly believe that design can be used more effectively at a strategic level in organisations.”


Our main objective is to provide you with hands-on tools that you can use immediately the next day in your working environment.

Besides the training program you will be handed out a toolkit, certificate and access to the DT Academy Network virtual environment.

The end result is aimed at a transformation of the participants, knowledge of tools and methods, a deep understanding of the value of design, and professional & personal growth.