{"id":25622,"date":"2026-03-03T22:27:34","date_gmt":"2026-03-03T20:27:34","guid":{"rendered":"https:\/\/pointofnew.at\/glossary\/design-thinking\/"},"modified":"2026-03-06T15:43:14","modified_gmt":"2026-03-06T13:43:14","slug":"design-thinking","status":"publish","type":"page","link":"https:\/\/pointofnew.at\/en\/glossary\/design-thinking\/","title":{"rendered":"Design Thinking"},"content":{"rendered":"<div class=\"glossary-tldr\" style=\"background:#f0f1f3;padding:20px 24px;margin:24px 0;border-radius:12px;\">\n<strong>Key takeaways:<\/strong> Design Thinking is a user-centered innovation approach that develops creative solutions for complex problems within interdisciplinary teams. The iterative process combines empathy for the user, creative ideation, and rapid prototyping\u2014making it one of the most effective methods in <a href=\"https:\/\/pointofnew.at\/en\/glossary\/innovation-management\/\" style=\"color:#1a5276;text-decoration:none;\">innovation management<\/a>.\n<\/div>\n<nav class=\"glossary-toc\" style=\"background:#f9f9f9;padding:20px 24px;margin:24px 0;border-radius:8px;border:1px solid #e2e2e2;\">\n<strong>Table of Contents<\/strong><\/p>\n<ol>\n<li><a href=\"#definition\">Definition: What is Design Thinking?<\/a><\/li>\n<li><a href=\"#phasen\">The 5 Phases of Design Thinking<\/a><\/li>\n<li><a href=\"#prinzipien\">Core Principles<\/a><\/li>\n<li><a href=\"#anwendung\">Areas of Application in Companies<\/a><\/li>\n<li><a href=\"#kmu\">Design Thinking for SMEs<\/a><\/li>\n<li><a href=\"#vergleich\">Design Thinking vs. Other Methods<\/a><\/li>\n<li><a href=\"#faq\">Frequently Asked Questions<\/a><\/li>\n<\/ol>\n<\/nav>\n<h2 id=\"definition\">Definition: What is Design Thinking?<\/h2>\n<p>Design Thinking is an innovation approach that originally stems from the design field and was popularized by the Stanford d.school and IDEO. At its core, it is a structured, iterative process that connects three dimensions: <strong>desirability<\/strong> (what do users want?), <strong>feasibility<\/strong> (what is technically possible?), and <strong>viability<\/strong> (what is business-viable?). <\/p>\n<p>What distinguishes Design Thinking from other innovation methods is its radical user-centricity: instead of making assumptions about customer needs, teams observe real users, develop a deep understanding (empathy), and test solutions early on with prototypes.<\/p>\n<p>Design Thinking is both a <strong>mindset<\/strong> (attitude toward innovation) and a <strong>method<\/strong> (structured process with concrete tools). In combination with <a href=\"https:\/\/pointofnew.at\/en\/glossary\/lean-startup\/\" style=\"color:#1a5276;text-decoration:none;\">Lean Startup<\/a> and <a href=\"https:\/\/pointofnew.at\/en\/glossary\/agile-methods\/\" style=\"color:#1a5276;text-decoration:none;\">Agile methods<\/a>, it forms the methodical foundation of modern innovation. <\/p>\n<h2 id=\"phasen\">The 5 Phases of Design Thinking<\/h2>\n<h3>Phase 1: Empathize<\/h3>\n<p>Deep immersion into the world of the user: interviews, observations, <a href=\"https:\/\/pointofnew.at\/en\/glossary\/customer-journey\/\" style=\"color:#1a5276;text-decoration:none;\">customer journey mapping<\/a>. Goal: to understand real needs, frustrations, and motivations \u2013 not what customers say, but what they actually need. <\/p>\n<h3>Phase 2: Define<\/h3>\n<p>Condense the collected insights into a clear problem statement. The &#8220;Point of View&#8221; statement (POV) or &#8220;How Might We&#8221; question focuses the team on the central user problem. Example: &#8220;How might we help mid-sized business executives advance innovation projects despite day-to-day operations?&#8221;  <\/p>\n<h3>Phase 3: Ideate<\/h3>\n<p>Broad idea generation without evaluation: brainstorming, brainwriting, analogy transfer, SCAMPER. Quantity over quality \u2013 aim for 50+ ideas, then cluster and prioritize. <a href=\"https:\/\/pointofnew.at\/en\/glossary\/business-model-patterns\/\" style=\"color:#1a5276;text-decoration:none;\">Business model patterns<\/a> can serve as inspiration. <\/p>\n<h3>Phase 4: Prototype<\/h3>\n<p>Make the best ideas quickly tangible: paper prototypes, storyboards, click dummies, role-playing. Motto: &#8220;Build to think, not to ship.&#8221; A prototype doesn&#8217;t have to be perfect\u2014it has to make a hypothesis testable.  <\/p>\n<h3>Phase 5: Test<\/h3>\n<p>Testing prototypes with real users, gathering feedback, and learning. Based on the findings, the process iterates: back to prototype, ideation, or even problem definition. The process is deliberately non-linear and cyclical.  <\/p>\n<h2 id=\"prinzipien\">Core Principles<\/h2>\n<ul>\n<li><strong>User-centricity:<\/strong> The human is at the center \u2013 not technology, not the business case.<\/li>\n<li><strong>Interdisciplinarity:<\/strong> Diverse teams bring together different perspectives and competencies.<\/li>\n<li><strong>Iteration:<\/strong> Rapid cycles of build-test-learn instead of long planning phases.<\/li>\n<li><strong>Visualization:<\/strong> Making ideas visible and tangible \u2013 post-its, sketches, prototypes instead of PowerPoint.<\/li>\n<li><strong>Bias toward Action:<\/strong> Doing instead of just talking \u2013 testing early instead of endless discussion.<\/li>\n<li><strong>Failure as a learning opportunity:<\/strong> Failing fast on a small scale prevents expensive failure in the market.<\/li>\n<\/ul>\n<h2 id=\"anwendung\">Areas of Application in Companies<\/h2>\n<ul>\n<li><strong>Product Development:<\/strong> Developing new products and services based on real user understanding.<\/li>\n<li><strong><a href=\"\/glossar\/geschaeftsmodell-innovation\/\" style=\"color:#1a5276;text-decoration:none;\">Business Model Innovation<\/a>:<\/strong> Design Thinking + <a href=\"https:\/\/pointofnew.at\/en\/glossary\/business-model-canvas\/\" style=\"color:#1a5276;text-decoration:none;\">Business Model Canvas<\/a> for new value propositions and <a href=\"https:\/\/pointofnew.at\/en\/glossary\/revenue-model\/\" style=\"color:#1a5276;text-decoration:none;\">revenue models<\/a>.<\/li>\n<li><strong>Customer Experience:<\/strong> Improving <a href=\"https:\/\/pointofnew.at\/en\/glossary\/customer-journey\/\" style=\"color:#1a5276;text-decoration:none;\">customer journeys<\/a> and optimizing digital touchpoints.<\/li>\n<li><strong>Process Innovation:<\/strong> Rethinking internal workflows from the employee&#8217;s perspective.<\/li>\n<li><strong><a href=\"https:\/\/pointofnew.at\/en\/glossary\/innovation-strategy\/\" style=\"color:#1a5276;text-decoration:none;\">Strategy Development<\/a>:<\/strong> Addressing strategic challenges with creative methods.<\/li>\n<li><strong><a href=\"https:\/\/pointofnew.at\/en\/glossary\/innovation-culture\/\" style=\"color:#1a5276;text-decoration:none;\">Cultural Change<\/a>:<\/strong> Design Thinking as a catalyst for a more open, experimental corporate culture.<\/li>\n<\/ul>\n<h2 id=\"kmu\">Design Thinking for SMEs<\/h2>\n<p>Design Thinking is not just a method for corporations with innovation labs. <a href=\"https:\/\/pointofnew.at\/en\/glossary\/sme-digitization\/\" style=\"color:#1a5276;text-decoration:none;\">SMEs<\/a> also benefit enormously: <\/p>\n<ul>\n<li><strong>Leverage customer proximity:<\/strong> SMEs often have more direct customer contact than large corporations \u2013 this is the perfect starting point for the empathy phase.<\/li>\n<li><strong>Apply pragmatically:<\/strong> Design Thinking doesn&#8217;t have to take place as a 5-day workshop. Even a focused half-day <a href=\"https:\/\/pointofnew.at\/en\/glossary\/innovation-workshop\/\" style=\"color:#1a5276;text-decoration:none;\">workshop<\/a> with 2-3 phases delivers valuable results. <\/li>\n<li><strong>Prototype quickly:<\/strong> SMEs can move from idea to test faster than bureaucratic corporations.<\/li>\n<li><strong>Involve the entire team:<\/strong> In small teams, every employee can become an innovator.<\/li>\n<li><strong>Combine with <a href=\"https:\/\/pointofnew.at\/en\/glossary\/lean-startup\/\" style=\"color:#1a5276;text-decoration:none;\">Lean Startup<\/a>:<\/strong> Design Thinking for problem understanding + Lean Startup for market validation = ideal SME methodology.<\/li>\n<\/ul>\n<h2 id=\"vergleich\">Design Thinking vs. Other Methods<\/h2>\n<ul>\n<li><strong>Design Thinking vs. <a href=\"https:\/\/pointofnew.at\/en\/glossary\/lean-startup\/\" style=\"color:#1a5276;text-decoration:none;\">Lean Startup<\/a>:<\/strong> Design Thinking focuses on problem understanding and creative solutions. Lean Startup on market validation and business metrics. Ideal: a combination of both approaches.  <\/li>\n<li><strong>Design Thinking vs. <a href=\"https:\/\/pointofnew.at\/en\/glossary\/agile-methods\/\" style=\"color:#1a5276;text-decoration:none;\">Agile\/Scrum<\/a>:<\/strong> Design Thinking discovers the &#8220;What&#8221; (finding the right solution). Agile\/Scrum optimizes the &#8220;How&#8221; (efficient implementation). Complementary approaches  <\/li>\n<li><strong>Design Thinking vs. <a href=\"https:\/\/pointofnew.at\/en\/glossary\/blue-ocean-strategy\/\" style=\"color:#1a5276;text-decoration:none;\">Blue Ocean Strategy<\/a>:<\/strong> Blue Ocean works at the market and strategy level. Design Thinking at the user and solution level. They can be used together.  <\/li>\n<\/ul>\n<div class=\"glossary-cta\" style=\"background:linear-gradient(135deg,#1e3a5f,#2563eb);padding:32px;border-radius:12px;margin:32px 0;color:#fff;text-align:center;\">\n<h3 style=\"color:#fff;margin-top:0;\">Design Thinking Workshop for Your Team?<\/h3>\n<p style=\"color:#f0f0f0;font-size:1.05em;\">We facilitate Design Thinking workshops that uncover real customer needs and produce innovative solutions.<\/p>\n<p><a href=\"https:\/\/pointofnew.at\/en\/business-model-innovation-services\/\" style=\"display:inline-block;background:#fff;color:#667eea;padding:14px 32px;border-radius:8px;text-decoration:none;font-weight:600;margin-top:8px;transition:transform 0.2s;\">Discover Our Services \u2192<\/a>\n<\/div>\n<div class=\"glossary-faq-accordion\" itemscope=\"\" itemtype=\"https:\/\/schema.org\/FAQPage\">\n<h2 id=\"faq\">Frequently Asked Questions (FAQ)<\/h2>\n<details itemscope=\"\" itemprop=\"mainEntity\" itemtype=\"https:\/\/schema.org\/Question\" style=\"background:#eaecee;border-radius:8px;margin-bottom:0.75rem;overflow:hidden;\">\n<summary itemprop=\"name\" style=\"padding:1rem 1.2rem;font-weight:600;cursor:pointer;color:#2c3e50;\"><span style=\"color:#666;font-size:0.8rem;\"><\/span> What is Design Thinking, explained simply?<\/summary>\n<div itemscope=\"\" itemprop=\"acceptedAnswer\" itemtype=\"https:\/\/schema.org\/Answer\" style=\"padding:0 1.2rem 1rem;color:#2c3e50;\">\n<p itemprop=\"text\">Design Thinking is a method for developing innovative solutions by first empathizing deeply with the problems and needs of users, then creatively developing ideas and testing them quickly as prototypes. The process takes place in 5 phases: Empathize, Define, Ideate, Prototype, Test. <\/p>\n<\/div>\n<\/details>\n<details itemscope=\"\" itemprop=\"mainEntity\" itemtype=\"https:\/\/schema.org\/Question\" style=\"background:#eaecee;border-radius:8px;margin-bottom:0.75rem;overflow:hidden;\">\n<summary itemprop=\"name\" style=\"padding:1rem 1.2rem;font-weight:600;cursor:pointer;color:#2c3e50;\"><span style=\"color:#666;font-size:0.8rem;\"><\/span> What types of problems is Design Thinking suitable for?<\/summary>\n<div itemscope=\"\" itemprop=\"acceptedAnswer\" itemtype=\"https:\/\/schema.org\/Answer\" style=\"padding:0 1.2rem 1rem;color:#2c3e50;\">\n<p itemprop=\"text\">Design Thinking is particularly suited for complex, poorly defined problems (so-called &#8220;Wicked Problems&#8221;) where user needs are central: new products and services, improved customer experiences, business model innovation, and organizational challenges. It is less suitable for clearly defined technical or analytical tasks. <\/p>\n<\/div>\n<\/details>\n<details itemscope=\"\" itemprop=\"mainEntity\" itemtype=\"https:\/\/schema.org\/Question\" style=\"background:#eaecee;border-radius:8px;margin-bottom:0.75rem;overflow:hidden;\">\n<summary itemprop=\"name\" style=\"padding:1rem 1.2rem;font-weight:600;cursor:pointer;color:#2c3e50;\"><span style=\"color:#666;font-size:0.8rem;\"><\/span> How long does a Design Thinking process take?<\/summary>\n<div itemscope=\"\" itemprop=\"acceptedAnswer\" itemtype=\"https:\/\/schema.org\/Answer\" style=\"padding:0 1.2rem 1rem;color:#2c3e50;\">\n<p itemprop=\"text\">That depends on the complexity. A compact Design Thinking workshop takes 1-2 days and delivers initial prototypes. A complete Design Thinking cycle with user research, multiple iterations, and validated concept takes 4-8 weeks. Google&#8217;s Design Sprint compresses the core to 5 days.   <\/p>\n<\/div>\n<\/details>\n<details itemscope=\"\" itemprop=\"mainEntity\" itemtype=\"https:\/\/schema.org\/Question\" style=\"background:#eaecee;border-radius:8px;margin-bottom:0.75rem;overflow:hidden;\">\n<summary itemprop=\"name\" style=\"padding:1rem 1.2rem;font-weight:600;cursor:pointer;color:#2c3e50;\"><span style=\"color:#666;font-size:0.8rem;\"><\/span> Can you apply Design Thinking without experience?<\/summary>\n<div itemscope=\"\" itemprop=\"acceptedAnswer\" itemtype=\"https:\/\/schema.org\/Answer\" style=\"padding:0 1.2rem 1rem;color:#2c3e50;\">\n<p itemprop=\"text\">The basic principles are easy to understand and immediately applicable: observe users, define problems, gather ideas, build prototypes, and test. For the first application, experienced facilitation is recommended, as they know the methodology and guide the team through uncertainties. After 2-3 guided workshops, teams can often work independently.  <\/p>\n<\/div>\n<\/details>\n<details style=\"background:#eaecee;border-radius:8px;padding:0;margin-bottom:0.75rem;\">\n<summary style=\"padding:1rem 1.2rem;font-weight:600;cursor:pointer;color:#2c3e50;list-style:none;\">How many iterations does a typical Design Thinking process need?<\/summary>\n<div style=\"padding:0 1.2rem 1rem 1.2rem;\">Expect at least 2-4 iterations through the entire process, often more for complex problems. Each iteration brings new insights: the first often reveals you&#39;re solving the wrong problem, the second tests initial solution approaches, the third refines. Successful projects plan 6-12 weeks with weekly sprints rather than a one-time workshop. Design Thinking is explicitly iterative \u2013 rapid failure and learning is a feature, not a bug. Don&#39;t expect the perfect solution after round one.<\/div>\n<\/details>\n<\/div>\n<h2>Related Terms<\/h2>\n<div style=\"display:flex;flex-wrap:wrap;gap:0.5rem;margin-top:0.5rem;\">\n<a style=\"display:inline-block;background:white;border:1px solid #d5d8dc;border-radius:20px;padding:0.4rem 1rem;margin:0.3rem;color:#1a5276;text-decoration:none;font-size:0.95em;\" href=\"https:\/\/pointofnew.at\/en\/glossary\/lean-startup\/\">Lean Startup<\/a><br \/>\n<a style=\"display:inline-block;background:white;border:1px solid #d5d8dc;border-radius:20px;padding:0.4rem 1rem;margin:0.3rem;color:#1a5276;text-decoration:none;font-size:0.95em;\" href=\"https:\/\/pointofnew.at\/en\/glossary\/innovation-workshop\/\">Innovation Workshop<\/a><br \/>\n<a style=\"display:inline-block;background:white;border:1px solid #d5d8dc;border-radius:20px;padding:0.4rem 1rem;margin:0.3rem;color:#1a5276;text-decoration:none;font-size:0.95em;\" href=\"https:\/\/pointofnew.at\/en\/glossary\/business-model-canvas\/\">Business Model Canvas<\/a><br \/>\n<a style=\"display:inline-block;background:white;border:1px solid #d5d8dc;border-radius:20px;padding:0.4rem 1rem;margin:0.3rem;color:#1a5276;text-decoration:none;font-size:0.95em;\" href=\"https:\/\/pointofnew.at\/en\/glossary\/innovation-management\/\">Innovation Management<\/a><br \/>\n<a style=\"display:inline-block;background:white;border:1px solid #d5d8dc;border-radius:20px;padding:0.4rem 1rem;margin:0.3rem;color:#1a5276;text-decoration:none;font-size:0.95em;\" href=\"https:\/\/pointofnew.at\/en\/glossary\/agile-methods\/\">Agile Methods<\/a><br \/>\n<a style=\"display:inline-block;background:white;border:1px solid #d5d8dc;border-radius:20px;padding:0.4rem 1rem;margin:0.3rem;color:#1a5276;text-decoration:none;font-size:0.95em;\" href=\"https:\/\/pointofnew.at\/en\/glossary\/customer-journey\/\">Customer Journey<\/a><br \/>\n<a style=\"display:inline-block;background:white;border:1px solid #d5d8dc;border-radius:20px;padding:0.4rem 1rem;margin:0.3rem;color:#1a5276;text-decoration:none;font-size:0.95em;\" href=\"https:\/\/pointofnew.at\/en\/glossary\/jobs-to-be-done-jtbd\/\">Jobs-to-be-Done<\/a><br \/>\n<a style=\"display:inline-block;background:white;border:1px solid #d5d8dc;border-radius:20px;padding:0.4rem 1rem;margin:0.3rem;color:#1a5276;text-decoration:none;font-size:0.95em;\" href=\"\/glossar\/design-thinking\/\">Design Sprint<\/a><br \/>\n<a style=\"display:inline-block;background:white;border:1px solid #d5d8dc;border-radius:20px;padding:0.4rem 1rem;margin:0.3rem;color:#1a5276;text-decoration:none;font-size:0.95em;\" href=\"\/glossar\/geschaeftsmodell-innovation\/\">Business Model Innovation<\/a><br \/>\n<a style=\"display:inline-block;background:white;border:1px solid #d5d8dc;border-radius:20px;padding:0.4rem 1rem;margin:0.3rem;color:#1a5276;text-decoration:none;font-size:0.95em;\" href=\"https:\/\/pointofnew.at\/en\/glossary\/value-proposition\/\">Value Proposition<\/a>\n<\/div>\n<h2>Further reading<\/h2>\n<div style=\"margin-top:0.5rem;\">\n<a href=\"https:\/\/pointofnew.at\/en\/innovation-process-the-5-phases-of-successful-innovation-in-companies\/\" style=\"color:#1a5276;text-decoration:none;\">Innovation Process: 5 Phases for Successful Innovation<\/a><br \/>\n<a href=\"https:\/\/pointofnew.at\/en\/business-model-canvas-guide-examples-and-practical-tips-for-smes\/\" style=\"color:#1a5276;text-decoration:none;\">Business Model Canvas: Guide &amp; Examples for SMEs<\/a><br \/>\n<a href=\"https:\/\/pointofnew.at\/en\/digital-transformation-in-smes-a-guide-for-smes-in-the-dach-region\/\" style=\"color:#1a5276;text-decoration:none;\">Digital Transformation for SMEs: A Guide<\/a>\n<\/div>\n","protected":false},"excerpt":{"rendered":"<p>Key takeaways: Design Thinking is a user-centered innovation approach that develops creative solutions for complex problems within interdisciplinary teams. The iterative process combines empathy for the user, creative ideation, and&hellip;<\/p>\n","protected":false},"author":1,"featured_media":24529,"parent":25140,"menu_order":0,"comment_status":"closed","ping_status":"closed","template":"","meta":{"footnotes":""},"class_list":["post-25622","page","type-page","status-publish","has-post-thumbnail","hentry"],"featured_image_src":"https:\/\/pointofnew.at\/wp-content\/uploads\/2025\/07\/Point-of-New-Business-Model-Innovation-Benedikt-Hasibeder-scaled.png","_links":{"self":[{"href":"https:\/\/pointofnew.at\/en\/wp-json\/wp\/v2\/pages\/25622","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/pointofnew.at\/en\/wp-json\/wp\/v2\/pages"}],"about":[{"href":"https:\/\/pointofnew.at\/en\/wp-json\/wp\/v2\/types\/page"}],"author":[{"embeddable":true,"href":"https:\/\/pointofnew.at\/en\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/pointofnew.at\/en\/wp-json\/wp\/v2\/comments?post=25622"}],"version-history":[{"count":10,"href":"https:\/\/pointofnew.at\/en\/wp-json\/wp\/v2\/pages\/25622\/revisions"}],"predecessor-version":[{"id":28285,"href":"https:\/\/pointofnew.at\/en\/wp-json\/wp\/v2\/pages\/25622\/revisions\/28285"}],"up":[{"embeddable":true,"href":"https:\/\/pointofnew.at\/en\/wp-json\/wp\/v2\/pages\/25140"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/pointofnew.at\/en\/wp-json\/wp\/v2\/media\/24529"}],"wp:attachment":[{"href":"https:\/\/pointofnew.at\/en\/wp-json\/wp\/v2\/media?parent=25622"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}