Design Thinking
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VISEO Asia introduces Design Thinking to ESSEC students

What is design thinking?
April 26, 2018

Celine de Robillard, UX consultant of VISEO Asia, introduced the basics of one of our digital practices: design thinking to ESSEC Business School last week. Let her explain what design thinking is about.

What is design thinking? 

Design Thinking is the latest trendy word. I am sure that you heard about it somewhere, but you aren’t so sure what it’s all about…

Last week, I was talking about Design Thinking in ESSEC Business School. The purpose was to share the basic principles and some clues with the students. The experience was great to explain why I find this process so rewarding.

But what is Design Thinking in fact?

Design Thinking is a user-centric approach.

Design thinking is a process for creative problem-solving.

Design thinking uses empathy and experimentation to imagine innovative solutions.

Design thinking is a human-centered approach to innovation that draws from the designer's toolkit to integrate the needs of people, the possibilities of technology, and the requirements for business success.” — Tim Brown, CEO of IDEO


We are all designers.

We, as human beings, can design experiences.

For the design of a product, you need one individual, and your result is a combination of engineering and art.

For the design of experiences, you need teams, the objective being to combine what is desirable from a human point of view with what is technologically feasible and economically viable.

The user-centric design flow.

The concept of Design Thinking is to start with human and end with human.

The starting point is empathy, that means “the understanding of another human being’s feelings”. Basically, it is all you can do to understand better who your user is, and what matters to him: observation, interviews, empathy immersion…

Gathering that information brings the opportunity to diverge from the initial statement and converge back to the main pattern: the definition of the problem.

After comes ideation, when you diverge again to find as many crazy ideas as possible (be creative!), to converge back to the good solution in terms of desirability, feasibility and viability.

This is the moment where you come back to the human or, in other words, the user, because you will build a prototype that he will be able to test.


 Why Design Thinking?

  • Because the world is VUCA (Volatile, Uncertain, Complex, Ambiguous).
  • Because it is better to fail sooner in order to succeed earlier.
  • Because the user is the key.
  • Because it is less costly.

Design Thinking won’t change the nature of the products, Design Thinking will change the user experience of existing products.