Design plays a key role in enhancing the innovative capacity of an organization,
helping develop new products, services, strategies and brands in line with the needs of people and the market. It is a very flexible tool that adapts to the requirements of any organization and strengthens its culture.
Design thinking is a working methodology
utilising designers' natural abilities for the purpose of solving problems and creating innovation – not only in the area of product aesthetics or usability, but also with a view to develop new strategies, services or operating methods. This methodology relies on workshop activities using creative techniques, involving experts from various fields of science, business, art and enterprise organization.
Design thinking is focused on the process,
i.e. the way of approaching solutions rather than just on the goal itself. The main principle is to stay focused on people's needs and possible solutions. Only after an essential body of information has been collected can the process of idea creation, development and testing begin. To paraphrase Tim Brown, the pioneer of design thinking, the goal is to convert need into demand by putting people first.