Fresh and creative solutions to problems, but in a way that
puts people and their needs ﬁrst.
Design thinking is a human-centered approach to innovation.
Instead of starting with a problem, design thinking starts with
observation and understanding of the culture and the context
of a problem, rather than the problem.
Understand Your Audience
Understanding the beliefs, values, and needs what make your
audience tick. It involves observation, watching, listening to.
Establish a Point of View
What says all the information you’ve collected about your
audience and their needs.
Focus on Possible Solutions
This stage is a brain dump of ideas, come up with as many
possibilities as you can.
Try Out Multiple Solutions
The goal is to put the best ideas to the test. The process of
building a prototype will help clarify the problem even more
and offer new insights or new solutions that you hadn’t
thought of before.
Find the Best Solution
By learning more about the audience. You may discover that
you didn’t deﬁne the problem correctly or failed to understand
your audience. Or you might just need to reﬁne the prototype
Any stage of the design thinking
process can be repeated or
returned to as needed. Empathize Deﬁne
How PepsiCo uses
Let’s say: We’d put Doritos, in a pink bag and say it’s for
women. That’s ﬁne, but there’s more to how women like to
For example: Women worry about how much the product may
PepsiCo released a new line of Doritos in China that come in a
The chip is also less noisy to eat: Women don’t want people to
hear them crunching away.
“Design is more than the aesthetics associated
with products; it’s a strategic function that
focuses on what people want and need and dream
of, then crafts experiences across the full brand
ecosystem that are meaningful and relevant for
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