Design thinking process: Stages, tips, and examples

We all face problems every day. But how often do we find solutions that truly put people's needs first?

That's where the design thinking process comes in. Developed at Stanford's d.school, this five-stage method helps teams solve unclear or open-ended problems. In this article, you'll learn what design thinking is, get a closer look at each stage, see how top companies use it, and pick up tips for using it with your own team.

What is the design thinking process?

Design thinking is a way to solve problems that puts people at the center. Teams use it to handle tough challenges by first understanding users, then finding solutions. The process has five repeating stages: empathize, define, ideate, prototype, and test.

Key characteristics of design thinking include:

• Human-centered: Solutions are built around real user needs, not assumptions.

• Iterative: Teams revisit and refine ideas based on feedback.

• Collaborative: Cross-functional perspectives drive better outcomes.

• Ambiguity-friendly: Works especially well for problems that aren't clearly defined.

Design thinking originated with John E. Arnold, a Stanford professor who wrote about it in "Creative Engineering" (1959). His work influenced Stanford's Hasso-Plattner Institute of Design (d.school), which pioneered the methodology. Nobel laureate Herbert Simon later formalized the process in "The Sciences of the Artificial" (1969), which remains a foundational text.

A non-linear design thinking approach

Design thinking is not a linear process. Each stage can (and should) inform the others. For example, user testing may reveal new problems that didn't surface earlier.

The design thinking process is a never-ending iterative process. Your design team can decide when the user's needs are met to form a final product, or iterate to create alternate variations that address different needs.

The 5 stages of design thinking

The most widely used model comes from Stanford's d.school and has been adopted by companies like Google, Apple, Toyota, and Nike. Here are the five stages:

1. Empathize stage

The first stage is all about understanding users and what they need. Talk to people who have faced the problem and ask how they wish it had been solved.

Common empathy research methods include:

• User interviews: One-on-one conversations to explore pain points.

• Observation: Watching users interact with existing solutions.

• Immersion: Experiencing the problem yourself, as users do.

To show empathy, designers need to let go of their own assumptions and biases. The aim is to see the problem through the user's eyes, not their own.

For example, if your team is looking to fix the employee onboarding process at your company, you may interview recent new hires to see how their onboarding experience went. Another option is to have a more tenured team member go through the onboarding process so they can experience firsthand what a new hire goes through.

2. Define stage

Sometimes designers face a general issue without a clear problem to solve. Creating problem statements focused on real people helps make the problem clearer. A problem statement frames the issue in a way that's easy to understand and gives helpful context. Its main purpose is to guide designers as they look for solutions.

Tip: Problem statements are best framed as a need for a specific individual. The more specific you are, the better designers can create a human-centric solution.

Examples of good problem statements:

• We need to reduce the number of clicks a potential customer needs to complete the sign-up process.

• We need to decrease the new subscriber unsubscribe rate by 10%.

• We need to increase the Android app adoption rate by 20%.

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3. Ideate stage

This is the stage where designers create potential solutions to solve the problem outlined in the problem statement. Use brainstorming techniques with your team to identify the human-centric solution to the problem defined in step two.

Here are a few brainstorming strategies you can use with your team to come up with a solution:

• Standard brainstorm session: Your team gathers and discusses ideas aloud.

• Brainwrite: Everyone writes their ideas down on a piece of paper or a sticky note, and each team member puts their ideas up on the whiteboard.

• Worst possible idea: The inverse of your end goal. Your team produces the goofiest idea, so nobody looks silly. This technique also helps you identify areas to improve in your actual solution by looking at the worst parts of an absurd solution.

During brainstorming, don't dismiss any ideas. The more options you have, the more likely you'll spark even better solutions.

4. Prototype stage

During the prototype phase, you and your team design a few different variations of inexpensive or scaled-down versions of the potential solution. Having different versions of the prototype gives your team opportunities to test out the solution and make any refinements.

Test your prototypes with a diverse group to get varied perspectives:

• Internal designers: Colleagues who understand design principles.

• Cross-functional team members: People outside the design department.

• Target users: Trusted customers or members of your target audience.

Take notes on how testers use the prototype. This shows what works and what needs fixing before final testing.

5. Test

After testing different prototypes, your team will have several ways to improve the product. Testing and prototyping is a repeating process, and sometimes design projects keep evolving without a clear end.

As designers test, revise, and redesign products, they often discover new problems and solutions, and learn more about users. Design thinking is flexible and non-linear, so it's normal for the process to shape the final design.

Design thinking examples in action

Design thinking is more than just a theory. Companies in many industries use it to solve real problems and make products people enjoy.

Airbnb

In its early days, Airbnb struggled to gain traction. The founders used design thinking to understand why bookings were low. After empathizing with users, they discovered that poor-quality listing photos were turning potential guests away, leading them to offer professional photography services to hosts.

GE Healthcare

GE Healthcare redesigned its MRI machines for children after observing how frightening the scanning experience was for young patients. By empathizing with children and their families, the team created the "Adventure Series," transforming MRI rooms into themed experiences such as pirate ships and space adventures. The result was a significant reduction in the need for sedation.

Netflix

Netflix consistently applies design thinking to improve user experience. By deeply understanding viewer behavior and frustrations, they developed features such as personalized recommendations and a "skip intro" button. Each innovation came from empathizing with how people actually watch content at home.

Why use the design thinking process

Design thinking takes effort, but the results are worth it. Here’s why teams benefit from using this approach:

Focus on problem solving

Most of us don't usually seek out problems. Design thinking encourages you to look at issues from many different perspectives.

The design thinking process requires focusing on human needs and behaviors, and how to create a solution to match those needs. This focus on problem solving can help your design team come up with creative solutions for complex problems.

Encourages collaboration and teamwork

The design thinking process cannot happen in a silo. It requires many different viewpoints from designers, future customers, and other stakeholders. Brainstorming sessions and collaboration are the backbone of the design thinking process.

Foster innovation

Design thinking is about finding creative solutions that meet people's needs. Your team will tackle specific, complex problems, so the solutions you create will be just as unique.

Because design thinking is iterative, innovation doesn't stop at launch. Your team can continue refining the product to better solve your audience's evolving needs.

Tips for incorporating the design thinking process into your team

If you want your team to try design thinking but aren't sure where to begin, here are a few tips to get you started.

• Start small: Try out design thinking with a small team first, just like you would test a prototype. Give them a few small projects to see how it goes. If it works well, you can introduce the process to other teams.

• Incorporate cross-functional team members: The design thinking process works best when your team members collaborate and brainstorm together. Identify who your designer's key stakeholders are and ensure they're included in the small test team.

• Use collaborative project management software: Store important documents like user research, wireframes, and brainstorming notes in a shared tool such as Asana. This gives your team one place to find everything they need for the project.

• Use a design proposal template to guide client projects: Once your team is comfortable with design thinking, you can organize your client-facing work with a design proposal template. It helps you present ideas clearly, define deliverables, and set expectations before production starts.

Foster collaborative design thinking with Asana

Design thinking works best when your team collaborates. To avoid miscommunication, keep all project information in one place using Asana.

From tracking user research insights to managing brainstorming sessions and prototype iterations, Asana helps your team stay aligned at every stage of the design thinking process. Ready to bring design thinking to your team? Get started with Asana today.

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Frequently asked questions about design thinking