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5 EXAMPLES OF DESIGN THINKING IN BUSINESS

22 FEB 2022

Esther Han Contributors

D

esign Thinking and Innovation,
Entrepreneurship & Innovation

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Design thinking has become a business buzzword that’s changed how companies approach problem-
solving. Countless brands, including GE Healthcare, Netflix, and UberEats, have utilized design thinking
to develop effective solutions to challenges.

WHAT IS DESIGN THINKING?

Design thinking is a user-centric, solutions-based approach to problem-solving that can be described in
four stages:

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1. Clarify: This phase involves observing a situation without bias. It leans into design thinking’s user-
centric element and requires empathizing with those affected by a problem, asking them questions
about their pain points, and identifying what they solved. You can then use what you learn to create a
problem statement or question that drives the rest of the design thinking process.

2. Ideate: Begin brainstorming potential solutions. Take your problem statement or question and ideate
based on patterns or observations collected in the clarify phase. This is the time to let your
imagination and creativity run wild.

3. Develop: Develop potential solutions using the ideas you generate, then test, experiment with, and
reiterate to determine which are successful and which aren’t. Be ready to return to the ideation or
clarification stage based on your results. Stepping back in the process is common—and encouraged—
in design thinking.

4. Implement: Finally, implement the solution you’ve developed. Again, it’s likely you’ll have to take a
few steps back and reiterate your final solution, but that’s a central part of this phase. After several
tests and edits, you’ll have a solution that can yield positive results.

EXAMPLES OF DESIGN THINKING

What does a properly executed design thinking process look like? Examining real-world examples is an
effective way to answer that question. Here are five examples of well-known brands that have leveraged
design thinking to solve business problems.

1. GE Healthcare

GE Healthcare is an example of a company that focused on user-centricity to improve a product that

seemingly had no problems.

Diagnostic imaging has revolutionized healthcare, yet GE Healthcare saw a problem in how pediatric
patients reacted to procedures. Many children were observed crying during long procedures in cold, dark
rooms with flickering fluorescent lights. Considering this, GE Healthcare’s team observed children in
various environments, spoke to experts, and interviewed hospital staff to gain more insight into their
experiences.

After extensive user research, hospital pilots, and reiteration, GE Healthcare launched the “Adventure
Series.” This redesign initiative focused on making magnetic resonance imaging (MRI) machines more
child-friendly.

For example, the “Pirate Adventure” transforms MRI machines from dark, black holes to pirate ships with
scenery of beaches, sandcastles, and the ocean. By empathizing with children’s pain points, GE
Healthcare was able to craft a creative solution that was not only fun but increased patient satisfaction
scores by 90 percent. This also yielded unexpected successes, including improved scan quality of
pediatric patients, and ultimately saved customers time and resources.

2. Oral B

Design thinking not only succeeds at finding effective solutions for companies but also at putting
initiatives to the test before implementation.

When Oral B wanted to upgrade its electric toothbrush, it enlisted designers Kim Colin and Sam Hecht
to help. The company’s request was to add more functions for electric toothbrush users, such as tracking
brushing frequency, observing gum sensitivity, and playing music.

While clarifying the problem, however, Colin and Hecht pointed out that brushing teeth was a neurotic
act for many people. Users didn’t want additional functionality and, in many cases, thought it could
potentially cause more stress. Instead, they recommended two solutions that could improve user
experience without adding gimmicks.
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Their first recommendation was to make the toothbrush easier to charge, especially while users were on
the road. Another was making it more convenient for users to order replacement heads by allowing
toothbrushes to connect to phones and send reminder notifications. Both proposals were successful
because they focused on what users wanted rather than what the company wanted to roll out.

3. Netflix

Although many companies have successfully used design thinking, Netflix has repeatedly leveraged it to
become an industry giant. During the company’s inception, its main competitor, Blockbuster, required
customers to drive to brick-and-mortar stores to rent DVDs. The process was the same for returns, which
was a major pain point for many. Netflix eliminated that inconvenience by delivering DVDs directly to
customers’ homes with a subscription model.

While this revolutionized the movie industry, Netflix’s real success has been in its innovation over the
years. For example, when the company realized DVDs were becoming outdated, it created an on-demand
streaming service to stay ahead of the curve. This also inadvertently eliminated the inconvenience of
having to wait for DVDs.

Subsequently, in 2011, Netflix took its design thinking one step further and responded to customers’
need for original, provocative content that wasn’t airing on traditional networks. Later, in 2016, it
improved its user experience by adding short trailers to its interface. Each of Netflix’s major updates was
in response to customers’ needs and driven by an effective design thinking process.

4. Airbnb

Another household name, Airbnb, started by only making around $200 a week. After some observation,
its founders recognized that the advertising pictures hosts were posting online weren’t of a high enough
quality, which often deterred customers from renting rooms.

To empathize with customers, the founders spent time traveling to each location, imagining what users
look for in a temporary place to stay. Their solution? Invest in a high-quality camera and take pictures of
what customers want to see, based on their travel observations. For example, showing every room rather
than a select few, listing special features like a hot tub or pool in the description, and highlighting the
neighborhood or areas in close proximity to the residence. The result? A week later, Airbnb’s revenue
doubled.

Instead of focusing on reaching a bigger audience, Airbnb’s founders used design thinking to determine
why their existing audience wasn’t utilizing their services. They realized that rather than focusing on
traditional business values, like scalability, they needed to simply put themselves in users’ shoes to solve
business problems.

5. UberEats

The go-to food delivery service app UberEats attributes its success to its ability to reiterate quickly and
empathize with customers.

A prime example of this is UberEats’s Walkabout Program, where designers observe cities in which the
company operates. Some elements they inspect are food culture, cuisine, infrastructure, delivery
processes, and transportation. One of the innovations that came from their immersive research is the
driver app, which focuses on delivery partners’ pain points around parking in highly populated urban 1
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Understanding that pain points vary between geographic locations helps UberEats implement effective
upgrades to its service that solve problems in specific locations.

PRACTICE DESIGN THINKING

While these examples illustrate the kind of success design thinking can yield, you need to learn how to
practice and use it before implementing it into your business model. Here are several ways to do so:

1. Consider the Big Picture

In the examples above, it’s easy to say the solutions are obvious. Yet, try taking a step back to reflect
on how each company thought about its customer base’s perspective and recognized where to employ
empathy.

2. Think Through Alternative Solutions

This is a useful exercise you can do with the examples above. Consider the problem each company
faced and think through alternative solutions each could have tried. This can enable you to practice
both empathy and ideation.

3. Research Each Company’s Competitors

Another helpful exercise is to look at each company’s competitors. Did those competitors have similar
problems? Did they find similar solutions? How would you compete? Remember to walk through the
four design thinking phases.

Design thinking is a powerful tool you can use to solve difficult business problems. To use it
successfully, however, you need to apply it to problems both big and small.

If you want to learn more about design thinking, explore our online course Design Thinking and
Innovation for more real-world case studies and opportunities to practice innovative problem-solving in
your career.

About the Author

Esther Han is a marketing professional and contributing writer for Harvard

Business School Online. She has a passion for design, photography, and the
written word. One of her bucket list items is to travel to every country in the
world; she's been to 40 so far.

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