Design thinking in business and management: research history, themes, and opportunities

Design thinking is a human-centered, innovation-focused problem-solving approach that employs various tools and methods for creative purposes. It is a dynamic process and often prioritizes the needs and experiences of people while considering both technical and economic aspects of a solution. The prominence of design thinking in practice has seen its use move beyond product development teams to take a more central role in shaping how organizations approach problems, develop strategies, build capabilities, and drive cultural change. It is common for organizations to employ executives with a specific focus on design, and traditionally “nondesign” organizations increasingly build, buy, or borrow design capabilities. The utility of design thinking stretches beyond organizational outcomes, with educators and employers recognizing that understanding and proficiency in design thinking is a valuable and transferrable skill. A rich scholarly tradition in design sciences and engineering underpins design thinking. These traditions provide the foundational understandings of problem definition and need-finding, information gathering and analysis, and creative expression and ideation, from which design thinking gained prominence. Although not often acknowledged in contemporary scholarship, design thinking research builds on these traditions and offers unique perspectives on the practice of design thinking and its theoretical underpinnings: The cognitive perspective focuses on how unique ways of thinking shape the practice of design thinking; the instrumental perspective attends to how design thinking is done, including the methods or tools used in design thinking; and the organizational-level perspective concerns the implementation of design thinking in organizations and its influence on organizational culture and capabilities. While the various research traditions preceding design thinking are receiving greater attention in contemporary research, rich insights from these established fields offer deep theoretical knowledge to develop several promising research areas. These avenues for future research include how design thinking can inform the redevelopment of services and customer experiences, tackle societal challenges, and build capabilities to benefit communities and society more generally.