Design Thinking: Structured, Disciplined Creativity

Design thinking is a co-creation experience, underlined by a “yes, and” mindset, founded upon the way designers approach, understand, and solve complex problems.

What's the problem? Across Corporate America, decision-making at the Board and the C-suite level is driven by convergent thinking—a speedy, logic-based search for the "right" answer. Convergent thinking relies on applying the already-acquired knowledge from the group’s experiences, seeking to shoehorn all new challenges into the comfortable orthodoxies of "the way things are done."

Convergent thinking works until an Upstart or Outsider takes the time to question the industry’s orthodoxies through divergent thinking. Divergent thinking is seeking new and unusual information. Radically re-envisioning the industry, this Disruptor creates a step-change in customer expectations beyond the scope of mere efficiency increases and process improvements.

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The Outsider's innovation, in hindsight, often seems like advanced common sense, but the solutions are missed because incumbent organizations relied too heavily on “what they know to be true” and "how things are always done."

What's the solution? When teams and organizations adopt the common language, shared mindset, and “yes, and” culture of design thinking, they uncover powerful, fresh perspectives akin to those of “disruptors” and “innovators” to create value for their customers and the organization at large.

How does it work in practice? Our client, the Oakland A’s, play in an aging stadium designed for football, field a team without the typical big-name players, and experience below league-average attendance rates.

Anticipating their new waterfront ballpark in Oakland, they enlisted our help to co-create innovative, human-centered fan experiences. At our first meeting, we knew the project would be a success when they said, “everything outside the foul lines is fair game.”

Join us as we explore this initiative using the four phases of design thinking:

  1. Discovery: engage customers with authentic curiosity

  2. Insights: identify actionable patterns and themes across customers

  3. Ideation: craft targeted, specific business questions

  4. Experimentation: adopt a hypothesis-driven, iterative process for low-risk, low-cost, and high-reward value creation


At The Berkeley Innovation Group, we are co-creators, working shoulder-to-shoulder with your team on immersive design thinking projects to solve core business challenges. Moreover, individuals on your team are empowered with enhanced skills and a common language to continue using design thinking methodologies to unlock innovation and value for the long run.

Want to learn more about working together? Sign our Manifesto and we’ll reach out.