Design has evolved in recent years from a profession focused on the form and function of products into something very essential and innovative, that is, a new approach to develop business models. We refer to design thinking, a method that forces businesses to rethink their creation and management cycles and
now seems to convince even the most hesitant. The story began in 1950, when the American advertiser Alex Osborn, improved the brainstorming technique and made the business world aware of the concept of creative thinking.

So what is design thinking?

It is the application of the brainstorming tools that designers use to solve an innovation issue, with a multidimensional human-centered approach. It combines the analytical skills of engineers and marketing professionals with the developed intuition of creative people. A synthesis culture that favors strong, synthetic and innovative thinking rather than complex thinking.

The approach of the method is summarized in three main steps:

1.  I identify the problem and understand its environment,
2.  I find the concept and idea that can solve the problem,
3.  I’m devising the form this idea will take.
   
   

   Specifically, design thinking work follows its logic

   co-creation:

   
   ● The departments of a company will not work separately but will follow a cross-disciplinary approach that will favor collective intelligence.
   ● Also followed is a kind of mental gymnastics of the “open-close” type, which will alternately present phases of intuition and analysis.
   ● Finally, it relies heavily on field research to fully and fully understand human experiences and to take a more holistic approach than classical quantitative and qualitative study.
   
   Companies like Apple, Dyson, Samsung, Swatch use design thinking as a main strategic factor and source of innovation much more than just a wrapper.