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Why Your Company Needs Design Thinking

Design thinking is a problem-solving approach that involves empathy for the user, experimentation, and iteration. It's a way to go about creating products, services, and experiences that people actually want and need. Companies that employ design thinking are able to create better products and services, and ultimately, drive growth and success.

In a nutshell, design thinking is all about putting the user first. It's a way to approach problems in a creative, human-centered way that leads to innovative solutions. And in today's fast-paced business environment, being able to differentiate your brand and come up with fresh ideas is more important than ever. So, for companies looking to stay ahead of the curve, design thinking is a must.

A powerful business tool

Design thinking is a powerful tool for companies looking to drive innovation, improve customer satisfaction, and ultimately achieve success. Here are some ways it can help companies create better products and earn customers’ loyalty.


By focusing on the needs and desires of the user, design thinking helps companies create products and services that truly meet the needs of their customers.

Creative problem-solving

The iterative and experimental approach of design thinking allows companies to approach problems in a new and creative way, leading to innovative solutions.


Design thinking is a flexible approach that can be applied to a wide range of business problems, from product design to strategy development.


Design thinking encourages teamwork and collaboration, bringing together people from different departments and backgrounds to work towards a common goal.

Faster time to market

The rapid prototyping and testing approach in design thinking can help companies bring new products and services to market faster.


Design thinking can help companies minimize the risk of costly mistakes by testing and iterating early on, before fully committing to a solution.

Design thinking allows companies to approach problems and opportunities in a creative and human-centered way, leading to innovative solutions that meet the needs of the people they serve, and as a result, drive growth and success.

Driving Growth

In 2023, Apple is a brand known to pretty much everyone. Its success and its place as a leader in the tech industry is undisputed. Twice a year, millions of people across the globe await with great anticipation the company’s announcement of new products.

But with laptops, smartphones, tablets and smartwatches now relatively standard devices, it can be difficult to remember the 00s Apple era, where user-minded thinking resulted in the development of completely new products and drove tremendous company growth, establishing Apple as not just another computer company, but a tech force to be reckoned with.

The iPod (R.I.P.) is a prime example of how design thinking played a pivotal role in Apple's success. The introduction of the iPod revolutionized the way we listen to music and laid the foundation for Apple's dominance in the portable music player market.

The iPod was born out of the realization that people wanted a more convenient and portable way to carry and listen to their music. Apple empathized with users who were frustrated with the limitations of existing MP3 players and designed the iPod to provide a seamless and enjoyable music experience.

One of the standout features of the iPod was its intuitive user interface. Apple incorporated a click wheel, which made navigating through thousands of songs effortless. This innovative design choice simplified the user experience and eliminated the need for complex buttons and menus. The focus on simplicity and ease of use made the iPod accessible to a wide range of users.

The iPod's integration with iTunes, Apple's music management software, was also important. Apple recognized the value of creating a seamless ecosystem that allowed users to easily sync their music libraries with their iPods. This integration simplified the process of acquiring and managing music, further enhancing the user experience and differentiating the iPod from its competitors.

And as a company known for its aesthetics, it’s no surprise that the iPod's sleek and minimalist design was a key factor in its success. The device's clean lines, polished surfaces, and distinctive white earphones captured the attention of consumers everywhere. Apple's attention to detail and focus on creating a visually appealing product helped elevate the iPod into a fashion statement, transcending its utilitarian purpose.

While fancy phone cameras and FaceID are great, there’s no real replicating the excitement that came with the early years of the iPod, which took the world by storm and became the MP3 player that everyone had to have. It was in its way a had to be there moment. And for those who were there, you know Apple has been a completely different company ever since.

The success of the iPod can be attributed to Apple's design thinking approach, which prioritized user needs, embraced iterative development, delivered an intuitive interface, emphasized seamless integration, and boasted elegant design. By combining technology with thoughtful design, Apple transformed the music industry and set the stage for its future successes with subsequent products like the iPhone and iPad.

By consistently applying design thinking principles, Apple has not only developed groundbreaking products, but has also cultivated a fiercely loyal customer base. Their focus on user-centered design, iterative prototyping, simplicity, attention to detail, and seamless integration has set them apart from their competitors and propelled their growth in the highly competitive tech industry.

Design thinking is just one of many strategic tools companies can use to build a brand that inspires loyalty and is bound for growth. It should be employed as a part of an overall marketing and branding strategy, something ONWRD can help with, to ensure success.


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