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💡Design Thinking for Business

Design Thinking Frameworks

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Why This Matters

Design thinking frameworks aren't just theoretical models—they're the practical toolkits that separate companies who innovate from those who stagnate. You're being tested on your ability to recognize which framework fits which business challenge, understand the underlying principles of human-centered design, iterative development, and divergent-convergent thinking, and apply these concepts to real organizational problems. Mastering these frameworks means understanding how empathy translates into business value.

Don't just memorize the phase names of each framework. Know what makes each approach unique, when you'd choose one over another, and how they all connect back to the core principle: solving the right problem for the right user. The exam will test your ability to compare frameworks, identify their strengths in specific contexts, and explain why iteration and user feedback matter more than getting it "right" the first time.


Phase-Based Linear Models

These frameworks organize design thinking into distinct, sequential stages that guide teams from understanding users to delivering solutions. The power lies in providing clear structure while still allowing iteration within and between phases.

Stanford d.school Design Thinking Model

  • Five-stage process (Empathize, Define, Ideate, Prototype, Test)—the most widely taught framework and the foundation for understanding all other models
  • Human-centered at its core, beginning with deep user research before any solution generation occurs
  • Iterative by design—teams cycle back through stages as user feedback reveals new insights, making "failure" a feature, not a bug

Double Diamond Model

  • Four phases (Discover, Define, Develop, Deliver) visualized as two connected diamonds representing problem and solution spaces
  • Divergent-convergent rhythm—each diamond expands thinking (exploring possibilities) then contracts (making decisions)
  • Separates problem-finding from problem-solving, ensuring teams don't jump to solutions before fully understanding the challenge

Design Council's Framework for Innovation

  • Context-driven approach that emphasizes understanding the broader ecosystem surrounding user needs
  • Stakeholder collaboration built into the process through co-creation sessions and participatory design
  • Bridges design thinking with organizational change, making it particularly useful for systemic innovation challenges

Compare: Stanford d.school vs. Double Diamond—both use sequential phases, but Stanford emphasizes user empathy as the starting point while Double Diamond emphasizes divergent-convergent thinking patterns. If asked to explain the cognitive process behind design thinking, Double Diamond is your strongest example.


Speed-Focused Methodologies

When time-to-market matters, these frameworks compress the design thinking process without sacrificing user validation. They prioritize rapid learning over comprehensive exploration.

Google's Design Sprint Methodology

  • Five days, five phases—a time-boxed process that takes teams from challenge to tested prototype in one week
  • Combines design thinking with agile principles, making it ideal for startup environments and innovation labs
  • Validation before investment—the sprint ends with real user testing, reducing the risk of building products nobody wants

Nielsen Norman Group's Design Thinking 101

  • Usability testing as non-negotiable—positions user feedback as the ultimate arbiter of design decisions
  • Practical implementation guidelines that translate abstract principles into actionable steps for any team size
  • Accessibility focus makes this framework particularly valuable for digital product development

Compare: Google Design Sprint vs. Stanford d.school—both are five-phase models, but Design Sprint compresses everything into five days while d.school allows for extended exploration. Choose Design Sprint when you need quick validation; choose d.school when the problem space is ambiguous and requires deeper empathy research.


Enterprise-Scale Frameworks

Large organizations need frameworks that account for business constraints, cross-functional complexity, and continuous delivery. These models integrate design thinking with enterprise realities.

IBM Design Thinking Framework

  • Three-pillar focus: user outcomes, business value, technical feasibility—explicitly balances desirability with viability and feasibility
  • Loop-based structure replaces linear phases with continuous cycles of observe, reflect, and make
  • Hills, Playbacks, and Sponsor Users—unique tools that create alignment across large, distributed teams

LUMA Institute's Innovation Framework

  • Method library approach offering 36+ specific techniques organized by purpose (looking, understanding, making)
  • Modular and customizable—teams select methods based on their specific challenge rather than following a fixed sequence
  • Skill-building emphasis makes it valuable for organizations developing internal design thinking capabilities

Compare: IBM vs. LUMA Institute—IBM provides a holistic framework for enterprise product development, while LUMA offers a toolkit of individual methods. Use IBM when you need end-to-end process structure; use LUMA when you need specific techniques to address particular challenges within an existing process.


Collaboration-Centered Approaches

These frameworks prioritize collective intelligence and stakeholder engagement, recognizing that the best solutions emerge from diverse perspectives. They treat collaboration as a design principle, not just a nice-to-have.

IDEO's Human-Centered Design Process

  • Three phases: Inspiration, Ideation, Implementation—streamlined structure that emphasizes creative confidence
  • Cross-functional team collaboration is baked into every phase, bringing together designers, engineers, and business strategists
  • Field research heritage from IDEO's consulting practice makes this particularly strong for ethnographic approaches

Frog Design's Collective Action Toolkit

  • Community-focused design originally developed for social innovation but applicable to any multi-stakeholder challenge
  • Shared understanding tools help diverse groups align on problems before generating solutions
  • Co-creation methodology positions users and stakeholders as active participants, not just research subjects

Compare: IDEO vs. Frog Collective Action Toolkit—both emphasize collaboration, but IDEO focuses on professional team collaboration while Frog emphasizes community and stakeholder collaboration. For internal product teams, lean toward IDEO; for social enterprises or public sector challenges, Frog's toolkit offers stronger engagement methods.


Practitioner Resource Models

These frameworks serve as comprehensive guides and reference materials, supporting teams in applying design thinking across varied contexts. They function more as encyclopedias than step-by-step processes.

The Design Thinking Playbook Model

  • Case study library provides real-world examples that demonstrate principles in action across industries
  • Experimentation mindset emphasized throughout, treating every project as a learning opportunity
  • Tool and method collection makes it valuable as an ongoing reference rather than a one-time read

Compare: Design Thinking Playbook vs. LUMA Institute—both offer method collections, but the Playbook provides narrative context and case studies while LUMA offers structured facilitation guides. Use the Playbook for learning and inspiration; use LUMA for hands-on workshop facilitation.


Quick Reference Table

ConceptBest Examples
Sequential phase structureStanford d.school, Double Diamond, IDEO
Divergent-convergent thinkingDouble Diamond, LUMA Institute
Rapid validationGoogle Design Sprint, Nielsen Norman Group
Enterprise integrationIBM Design Thinking, Design Council
Collaboration and co-creationFrog Collective Action Toolkit, IDEO
Method/tool librariesLUMA Institute, Design Thinking Playbook
Time-constrained innovationGoogle Design Sprint
Continuous iteration loopsIBM Design Thinking, Stanford d.school

Self-Check Questions

  1. Which two frameworks most explicitly emphasize the divergent-convergent thinking pattern, and how do they visualize this concept differently?

  2. A startup needs to validate a product concept before their next funding round in two weeks. Which framework would you recommend and why? What would you sacrifice by choosing speed?

  3. Compare and contrast IBM Design Thinking with Stanford d.school: How does IBM's "loop" approach differ from d.school's five stages, and what business context makes each more appropriate?

  4. Your organization wants to redesign public transit services and needs to engage community members, city officials, and transit workers in the process. Which framework best supports this multi-stakeholder challenge, and what specific features make it suitable?

  5. If an exam question asks you to explain how design thinking balances user desirability, business viability, and technical feasibility, which framework provides the clearest model for this three-way integration?