Design Thinking

Designing a journey for a successful user experience can only come from understanding how emotions, purposes, and behaviours are linked with each other in various contexts. Design Thinking begins with a deep understanding of consumers’ emotions and desires.


Mind-sets, such as empathy, openness, intrinsic motivation, mindfulness, adjustment and confidence set up the design mind and its own emotional agility. They are subject to be shaped by the work environment culture. Business design embraces thinking and doing through a rigorous methodology and challenge tactical agility (Fraser, H. 2013).


5 principles of Service Design Thinking


User-centred – services should be experienced through the customer’s eyes

Co-creative – all stakeholders should be included in the service design process

Sequencing – the service should be visualized as a sequence of interrelated actions

Evidencing – Intangible services should be visualised in terms of physical artefacts

Holistic – The entire environment of a service should be acknowledged


Design, regardless the discipline, is not only an end product. It is a systemic process of identifying problems, then researching, creating, testing and implementing solutions.


Design thinking helps to reframe problems through observation, empathy to learn and use the language of your customers, systemic process to learn from failure & try again: imagine, discover, think, prototype, test, iterate and implement to create user experience. Human centred approach consists of many small steps, not a few big ones, designers learn by doing. Design use emotional language, words that concern desires, aspirations, engagement, and experience to look for patterns.