Design Thinking bridges the gap between customer desires and business solutions, driving both innovation and loyalty, making it crucial in today's competitive landscape. This approach is a transformative mindset that reshapes how we perceive problems and develop solutions.  

When we talk about Design Thinking, there's much to explore beyond mere tools and techniques. In reality, it encompasses a set of principles that transform how we approach problems and create solutions. But before diving into the concept of Design Thinking itself, it’s essential to understand what design truly means. 

What is design? 

“What does design mean to you?” Take a moment to pause and really think about it. It’s easy to jump to visuals, shapes, or aesthetics, but design is much more than that.  Think of design as a process, a journey driven by the necessity to solve needs. To truly understand it, we need to step back and appreciate its origins. Imagine a homo sapiens crafting a spear to hunt, even without realising it, he was designing the tool. Creation, at its core, is always a response to a problem. 

In this sense, design has always been part of human existence. However, the term design became more prominent during the Industrial Revolution, when factories began optimising processes to create functional products that would delight consumers. What we perceive as the final product is, in reality, the outcome of design. Design itself is invisible. It’s the process, reflection, and creation that happen behind the scenes, but their results are tangible. 

In our modern world, design often manifests in complex forms, yet its purpose remains unchanged. Whether crafting an interface, building a space, or designing a life, each act of design is about addressing needs. 

Design transcends aesthetics. It is a response to the human condition. Your role is to identify needs, whether functional, emotional or aspirational, and create solutions to improve people's lives. This universality makes design a bridge between the tangible and intangible, turning complexity into clarity and potential into reality. 

Think for a moment: What drives design in your life or work? What problem is it trying to solve? 

Less assuming, more listening

One of the most critical principles in design is less about assuming and more about listening. Instead of jumping to conclusions, we must thoroughly understand the problem we’re trying to solve. It’s all too common to assume solutions before fully grasping the challenge.  

Let’s examine a case study to highlight the benefits of applying Design Thinking processes. At Metyis, we have developed strong partnerships with a variety of eCommerce brands. 

Based on overall market data, on average, 69.8% of online shopping carts are abandoned, and 40% of users leave eCommerce sites due to poor navigation or irrelevant product offerings. Given these common challenges, one of our clients in the fashion industry identified the need to enhance customer engagement and boost sales through a more personalised user experience. By redesigning their checkout process using our Design Thinking approach, we achieved a significant reduction in bounce rates, lowering them by 11.5%.

Research shows that 75% of consumers expect a personalised experience, yet 80% of online shoppers are frustrated when the website does not offer relevant product recommendations. A common pain point for users is being overwhelmed by too many irrelevant choices. By revamping the Listing Page of that client and helping the buyers find personalised products, we achieved +93% of traffic and +17% of conversion rate.

By applying Design Thinking to deeply understand user needs and continuously iterate on solutions, the platform saw significant improvements in both user satisfaction and business performance.

Listening isn't just about hearing what users say, but about digging deeper into their needs, behaviours, and the context surrounding the problem. Observing how people interact with products or services often reveals insights that conversations alone may not uncover.

To listen to customer needs, we integrate both quantitative data, which identifies consumption patterns, and qualitative data, which offers deeper insights into the underlying causes of each issue.

Designers must create space for empathy and active feedback loops. Each iteration should involve listening to the user more than ever, constantly refining assumptions based on new information. The more we listen, the more we build solutions that resonate with real-world needs. This is where design thinking comes in.

Now that we have a clearer understanding of design, let's delve deeper into Design Thinking.

What is Design Thinking?

According to Interaction Design Foundation, design thinking is a flexible, iterative process that helps teams deeply understand both user and business needs, challenge assumptions, redefine problems, and develop innovative solutions that can be prototyped and tested. This approach is especially valuable for tackling complex or ambiguous problems and typically follows five phases: Empathise, Define, Ideate, Prototype, and Test. 

Design thinking is a human-centred method for innovation, aiming to integrate the needs of people with the potential of technology and the goals of business. By emphasising empathy and collaboration, it empowers teams to address complex challenges creatively and effectively.  

Renowned design leader Tim Brown, CEO of IDEO, emphasises, “Design is not just what it looks like and feels like. Design is how it works.” This sentiment highlights the importance of functionality in design thinking.  

Through rapid prototyping, iterative development, and continuous feedback, design thinking ensures that solutions are not only innovative but also closely aligned with user needs.  

In summary, the application of design thinking leads to not only improved product outcomes but also significant business success and customer satisfaction. 

The evolution of Design Thinking

Design Thinking is a user-centred problem-solving approach that has transformed business innovation. While popularised by IDEO in the 1990s, its roots trace back to the 1960s when scientists sought to integrate design into scientific processes. Today, it’s widely adopted across industries, with frameworks like the Double Diamond guiding organisations. 

Some research shows that companies with strong design practices experience 32% higher revenue growth and 56% greater shareholder returns.  

Today, Design Thinking has become a central framework for innovation across multiple industries. The process typically involves steps such as Empathise with the user, Define the problem, Ideate solutions, Prototype the solution and Test to refine it, guiding organisations to develop solutions that are not only viable but also desirable and viable. A widely recognised model is Double Diamond, which breaks the process into four main stages that we'll explore below, allowing teams to explore a wide range of possibilities before wasting time and resources developing things that eventually don't work or aren't ideal. 

The double diamond process

The Double Diamond process is a popular framework for uncovering problems and designing impactful solutions. This outcome-oriented approach fosters innovation and creativity, with a clear emphasis on addressing the core issue and its relevance to users. Its two diamonds represent the sequential phases of understanding the problem and shaping the solution. The Double Diamond model illustrates the Design Thinking process, which is grounded in two fundamental modes of human thinking: analysis and creativity. Each mode comprises two phases: diverging and converging. 

Analysis

This phase involves breaking down a problem into smaller parts to understand its causes and uncover the core issue. By dissecting complex challenges, designers can gain clarity on what needs to be addressed, ensuring that solutions are targeted and effective.

Creativity

In contrast, this mode works in the opposite direction. Instead of dividing, it brings together diverse elements and perspectives, combining them to generate innovative solutions. This phase encourages brainstorming and the exploration of unconventional ideas, fostering an environment where creativity can thrive.

Together, these modes create a comprehensive approach to problem-solving, allowing teams to thoroughly explore challenges before converging on practical and inventive solutions. The iterative nature of the Double Diamond model emphasises the importance of revisiting both analysis and creativity throughout the design process.

Defining the problem

A critical step in Design Thinking is clearly defining the problem. If the problem is not well identified and articulated, the rest of the creative process is likely to fail. A precise problem definition sets the foundation for the entire project, guiding the subsequent phases of exploration and innovation. It involves not just understanding the symptoms but delving into the root causes to ensure that the focus remains on what truly needs to be addressed. 

Engaging with users and stakeholders during this phase can provide valuable insights and perspectives, helping to clarify the problem from various angles. Techniques such as user interviews, surveys, and observations can help gather diverse viewpoints, making the problem statement more robust. 

Once the real problem is identified and articulated, we can begin generating ideas in the ideation phase. This is where creativity comes into play, as the team can brainstorm potential solutions that directly address the defined problem. By ensuring that the problem is clearly understood, teams can move forward with confidence, fostering an environment where innovative ideas can flourish. 

There are several methodologies and workshops that can be applied to uncover problems. Here are five common methods that are widely used because they build a clear, user-centred understanding of the problem, essential for developing meaningful solutions:

User interviews
Direct conversations with users to gain first-hand insights into their needs, behaviors, and pain points. It helps uncover deep and often unexpected user motivations.

Empathy mapping
A collaborative workshop where teams map what users say, think, feel and do. This exercise builds empathy, helping the team see the problem from the user's perspective. 

Customer Journey Mapping 
A visual representation of a user's interactions with a product or service. This helps teams understand the end-to-end user experience, identifying pain points and opportunities for improvement. 

Analysis of the 5 whys 
A method of asking “why” repeatedly to discover the root cause of a problem. This analysis prevents teams from focusing on superficial symptoms and guides them to the core issues. 

Affinity diagram 
A technique for organising data and insights from product interactions, interviews, or observation. It groups similar ideas together, helping teams identify patterns and central themes in user feedback. 

Defining the solution 

After clearly identifying the problem, the next crucial step in Design Thinking is defining the solution. This phase involves translating insights and findings from the problem definition into a tangible idea that addresses the core issues identified. 

Collaboration is key during this stage. Engaging diverse team members encourages a variety of perspectives, leading to a more innovative solution. Brainstorming sessions and workshops can help facilitate this collaborative environment, where all ideas no matter how unconventional are welcomed. 

Prototyping is an integral part of defining the solution. By creating a low-fidelity prototype, teams can visualise and test their idea quickly, allowing for rapid feedback and iteration. This process not only refines the solution but also helps identify any unforeseen challenges that may arise during implementation. 

It's also important to evaluate the potential solution against the criteria established during the problem definition phase. Considerations such as feasibility, viability, and desirability should guide the selection process, ensuring that the solution not only addresses the identified problem but also aligns with user needs and business objectives. 

Ultimately, defining the solution is an iterative process that requires continuous testing and refinement. By remaining flexible and open to feedback, teams can adapt their solution to better meet user needs and achieve the desired impact. 

Here are the top five methodologies and workshops commonly used in the solution definition: 

Brainstorming Sessions 
Teams generate a wide range of ideas to address the defined problem, fostering creativity and encouraging the exploration of diverse solutions. 

How Might We (HMW) Questions 
Framing the problem as “How can we…” questions to inspire innovative thinking and explore multiple angles for potential solutions. 

Crazy 8s 
A fast-paced sketching exercise where participants quickly sketch eight different ideas in eight minutes. This method encourages rapid ideation and helps surface a variety of concepts. 

Rapid prototyping 
Creating low-fidelity prototypes or mockups of ideas to quickly test and refine concepts. This iterative approach allows teams to visualise and improve solutions. 

Idea Prioritisation Matrix 
Using a 2x2 matrix to evaluate and prioritise ideas based on criteria such as feasibility and impact, helping teams focus on the most promising concepts. 

How is Metyis elevating client success through Design Thinking? 

At Metyis, Design thinking is used to streamline our processes and provide better solutions for clients in a unique way of tackling the problem. We usually conduct empathetic research and gather valuable insights to identify our clients’ specific pain points and needs. This ensures that our solutions are tailored to address real-world contexts. Through hands-on workshops with stakeholders and clients, we gain a deep understanding of customer challenges, enabling us to define problems with clarity and align our strategy to meet the expectations of business and align them with the real users. 

So, implementing these strategies will not only define our partnerships’ business strategy but also cast a clearer and more holistic vision of the organisation.  

This iterative and collaborative process fosters innovation by expanding the number of potential solution paths and refining them based on feedback provided over many points throughout an engagement  from our partners or their customers. Furthermore, we speed up development flows using tools like brainstorming and rapid prototyping to ensure ideas are generated through a structured iterative process of screening and validation. 

In the end, and through these methods, we are able to rank ideas by benefit and effort, ensuring that we spend time only on those initiatives which drive quantifiable performance for our customers. 

We are increasingly applying this Design Thinking approach in our clients' and partners' realities, ensuring that our solutions are grounded in practical, effective strategies that deliver real results. Our commitment to a Design Thinking framework not only improves our internal workflows but also strengthens our relationships with you, demonstrating our genuine investment in your projects’ success, longevity and in your overall satisfaction. 

This holistic approach positions Metyis itself as your forward-thinking partner, capable of navigating the complexities of today's business landscape with creativity and precision. 
 
Now, it is just a question of “when” - When will you take advantage of Design thinking in your business strategies’ day-to-day. 

Transforming challenges into impactful solutions

Design Thinking is more than a method, it is a mindset that allows us to transform complexity into clarity, challenges into opportunities and ideas into precise solutions. By focusing deeply on empathy, understanding problems, collaboration, and iterative learning, we can create solutions that are not only innovative, but that truly meet users' needs and the strategic vision of a business. For us, Metyis, adopting Design Thinking is not just a strategic choice, it’s a commitment to staying relevant, adaptable and forward-thinking. In a world that is constantly evolving, our ability to listen, understand and adapt allows us to generate distinct results and deliver exceptional value to our partners.