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Design thinking has been called revolutionary, a “failed experiment,” and a set of buzzwords. While contradictory, these statements shed light on the increasing criticism of design thinking.

Design Thinking

If you aren’t familiar with design thinking, Tim Brown, CEO of design consultancy IDEO, defines it as “a human-centered approach to innovation that draws from the designer’s toolkit to integrate the needs of people, the possibilities of technology, and the requirements for business success.”

Fundamentally, design thinking is applying the same process designers have used for decades to make everything from cars, appliances, and digital products to business strategy and other large system problems.

A search for “design thinking” will result in images of Post-It notes scattered on a whiteboard, or these five steps in its process:

The ideation phase of design thinking involves brainstorming using techniques such as Post-It notes for idea sharing.

Empathize – Learn about your audience

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