design thinking

Responding to the constant demand for innovation in an ever-changing environment requires creativity, metaphor and productive imagination.

Design Thinking (DT) allows us to understand and face challenges where analytical thinking alone is not enough. DT is successful because its focus is not on producing valid results, but on validating potentially viable options.

DT draws on the way designers work to converge three key factors::

• Attractiveness: products and services that meet people's needs and expectations.: products and services that meet people's needs and expectations.
• Feasibility: the technical capacity to implement a solution to that challenge.
• Viability: the ability to generate value for the customer and performance for the company in its market context.