Defining goals and outputs

Designing products, services, and experiences for today’s world

Empathising with customers

Putting yourself in the shoes of the consumers

Looking to the edges  as a source of inspiration

Looking at lead and lag users to expose user needs and analogous systems to show opportunity areas



Relying on personas, simulation games and beta-testing of prototypes to bring abstract concepts to life

Helps make user needs and product ideas tangible which, in turn, helps potential users react to prototypes and provide useful feedback.

Looking back to look forward

Being guided heavily by stories from the users that provide data points about the past

Collecting and clustering signals

 Looking to “tail” users and analogous systems for insights and inspiration

Forecasting two curves

Thinking about how insights from extreme users can translate to more mainstream user groups



Divergent and convergent thinking

Ultimately converges to a concrete concept that is tested, finalized, and brought to market

Revealing unexpected possibilities

Generating a lot of observations, insights, and ideas throughout the divergent stages of the process.

Playing INNOBALL simulation game Innovation Brainball simulation games

Gaining deeper customer insight and developing creative solutions to meet diverse customer wants and needs







Integrated Art and Science

When merged together, iterative design thinking and scientific methods help us to explain and predict trends, to develop a better understanding of the world and act within it more effectively... More



INNOBALL simulation game Innovation Brainball INNOBALL-assisted Business Design Process

Play INNOBALL (Innovation Brainball) simulation game with the most promising 'What If?' scenarios. Powered by KoRe 10 metaphoric innovative thinking tools (10 KITT), Innoball engages and synergizes all the four types of design thinking: abstract, generative, concrete and analytical... More




Futures Thinking and Design Thinking

Futures Thinking can feed into Design Thinking. Divergent and convergent phases of the Futures Thinking process produce a series of scenarios, which illustrate multiple options for what the future might be. The end-point of the Futures Thinking process can be seen as the starting point for the Design Thinking process. You can then create product concepts and designs for any one of these future scenarios... More