Design is more about people than it is about things.
Take a step back, step into your customers shoes and see the world through their eyes.
Design thinking helps with this. It’s a methodology to approach design in a consistently more innovative way and is particularly useful when you have a poorly defined problem or a lack of information.
The beauty of design thinking is that it builds empathy with people.
It’s about taking things back to the beginning, finding out what customers want and what they respond to, and using this information to create fresh and valuable designs to reach and engage with them.
Field research and collaboration enables us to develop a deeper understanding of the customer and it’s often a source of inspiration. It also reduces subjectivity by providing evidence for our design decisions.