Why Design Thinking?

Design Thinking is the human-centered methodology at the heart of everything we do. The name "Design Thinking" is misleading. Design Thinking is not about aesthetics, it is the process by which innovation occurs. Design Thinking starts with a deep understanding of humans and lets the new ideas arise from that understanding. Design Thinking helps organizations reduce the risk of moving a bold idea forward, by incorporating rapid cycles of prototyping and testing, to see what actually works in the real world.

ARTICLES

Don't just take it from us, Design Thinking been embraced by organizations as diverse as IBM, P&G, GE and the U.S, Department of Veterans Affairs. Here are a few articles we thought you might enjoy.

• Design for Action, Harvard Business Review
• Design Thinking Comes of Age, Harvard Business Review
• Where Millennials Learn About Money Over Plates Of Chocolate Mousse With Ginger Cream, Fast Company
• Using 'design thinking' to reach customers, Washington Post
• Embedding design thinking in business -- and making money...., Design Week
• Case Study, Bank of America, Bloomberg