An object can be desirable but is it enough?

Design Thinking started with this question in mind to replace the customer at the center of the creation process to get from idea to innovation in a practical way.

Whether you are trying to make a new product, establish a new service, figure out a new operation or process, delineate a new sales strategy, Design Thinking toolset can be used. 

Key principles


  • Defer judgement
  • Learning by doing
  • Building inspiration and optimism


  • human being centered
  • Collaboratif teamwork
  • Embrace experimentation
Bill Burnett

“What really unlocks innovation is not coming up with a solution but finding the right problem.” 

Bill Burnett

Executive Director of the Design Program, Stanford University



Put yourself in your customers’ shoes through interviewing and observation.  Refine the problem definition you want to solve.


Brainstorming to produce new ideas. Cull those ideas and determine which ones could be breakthroughs. 


Build prototypes rapidly, get feedback from users, iterate to refine product and relationships. 


Determine what works through testing and influence. 

Companies new challenge

Innovation everywhere ?

There are many challenges to be met. The analysis of historical data, the information we have, our knowledge of markets and our partners are no longer sufficient to develop new products or services that are desirable, useful and profitable. The transformation of our environment has accelerated. It has become more complex. We have become aware of the importance of integrating a social and environmental dimension into our new approaches.

We need to innovate while continuing to operate our businesses and organizations in the most efficient way possible. How do managers manage to make their activities prosper? They cultivate two things: a deep understanding of their clients and a learning mindset.

Design Thinking developed by observing how entrepreneurs were able to grow and evolve their businesses.

Some of the tools we use...


You’re never going to fully define the problem but you have to understand where the center of the issue is and that’s always with people so you start with empathy. Use interviewing and other techniques to actually meet and be with the people we’re trying to create solutions for.

Journey mapping

Assessing the existing experience through the customer’s eyes. This is fantastic tool to gather insights.

Point of view

Step back and frame a point of view after you discover where and what’s interesting about their problem. Our first answer is generally wrong and a response to the problem based on our perceptions rather than the actual data. Brainstorm, mind map, etc., and come up with lots of answers. Go back and derive a new point of view and do more brainstorming. 


Brainstorming is about gathering different relevant people in the same room, promoting openness, quantity of ideas rather than quality, deferring your judgement & going wild.


Expressing a new concept in a tangible form for exploration, testing an assumption and refinement. Build a prototype to find out what you missed. A prototype is not a solution but a means by which to re-engage the user. Gather feedback, realise where they fail, and iterate 

Business Model CanvaS

When your ideas starts to materialise and that you are in the process of prototyping, Business Model Canva is a great tool to gather all aspects of your projects together in a coherent manner. You will not get it right the first time but it will be refined as the  time passes.

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