Why every digital project needs design thinking

‍Listen. 70% of digital transformation projects fail. How do we know that? Well… google… ok, it's a guess. Anyway.

The reason why so many projects fail (not ours) is a lack of meaningful connection with real human needs. That’s where Design Thinking comes in. In this article, you’ll learn the five key phases of Design Thinking and how they can radically improve the outcomes of your digital projects.

Storytime: A few months ago, a startup approached us with an app they’d already spent €30,000 developing. Despite the slick interface and impressive tech stack, users just weren’t engaging. After a quick paper prototype and a handful of user interviews, we discovered the problem – they’d designed for themselves, not for their audience. A simple shift in perspective saved the product. Simpel. But not always easy.

If you’ve ever launched something that fell flat despite all our efforts, Design Thinking offers a way out – by putting people back at the heart of innovation.

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why do so many digital products fail – even when the technology is flawless?

The answer isn’t in the code. It’s in the conversations that never happened with real users. In this post, we’ll explore how the five phases of Design Thinking – empathise, define, ideate, prototype and test – bring structure, empathy and creativity to digital innovation. We’ll also share unconventional ways to apply them even if You don’t think of Yourself as a designer.

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the five phases of design thinking in digital innovation

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1. empathise

Start by stepping into Your users’ shoes. Observe them. Listen. Ask thoughtful questions. The goal is deep understanding.

Useful methods:

• shadowing
• contextual inquiry
• empathy mapping

Try this: Map a user’s daily journey. Where do they hit roadblocks? Where do they feel relief?

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2. define

Turn insights into clarity. Identify key patterns in behaviour. Frame the right problem to solve.

Tools that help:

• user personas
• POV (point-of-view) statements
• “how might we” questions

Example: How might we reduce anxiety during the onboarding process?

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3. ideate

This is the time to go wide. Forget good ideas – aim for lots of ideas. The wilder, the better.

Techniques:

• brainstorming
• crazy 8s sketching
• SCAMPER (substitute, combine, adapt, modify, put to another use, eliminate, reverse)

Prompt: Set a timer. Challenge Your team to generate 20 ideas in 10 minutes.

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4. prototype

Build something quickly – not perfectly. Your goal is to make the idea tangible enough to test.

Options:

• paper sketches
• digital wireframes
• clickable mockups
• simple MVPs

Tip: The scrappier the prototype, the easier it is to change based on feedback.

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5. test

Put Your solution in front of real users. Observe closely. Collect honest reactions. Refine.

Testing tools:

• usability testing
• beta releases
• A/B tests
• cognitive walkthroughs

Mindset: Every test is a learning opportunity – not a verdict.

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making it work

Design Thinking isn’t linear – You’ll loop back, jump ahead, rethink and reshape often. That’s the point. Make it collaborative. Make it flexible. Most importantly, keep the user’s voice at the core of every decision.

Document everything – not just what worked, but what didn’t. Those insights are gold.

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how to measure success

Keep an eye on these metrics to track impact:

• user satisfaction
• task completion rates
• time to market
• ROI
• adoption and retention rates

These indicators will tell You whether You’re truly meeting user needs – or just ticking boxes.

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try this – and tell us how it went

Choose one Design Thinking tactic this week. Maybe it’s running a short user interview. Maybe it’s sketching out three alternative solutions to a current feature. Just start. We’d love to hear how You’re using Design Thinking to make digital innovation more human and more effective.

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five questions, five answers on design thinking

1. what industries benefit most from design thinking?

Design Thinking is widely used in tech, healthcare, education, finance and retail – but it’s relevant anywhere people and solutions meet.

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2. is design thinking only for designers?

No. It’s for anyone solving problems – product managers, marketers, developers, service teams and leaders.

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3. how long does a full design thinking process take?

It depends on the scope – it can be done in a one-week sprint or spread over several months. The key is iteration and learning.

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4. how is design thinking different from agile?

Agile focuses on delivery speed and flexibility. Design Thinking ensures You’re building the right thing before You build it efficiently.

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5. do i need a big team to apply design thinking?

Not at all. Even solo founders or small teams can apply its principles. What matters is mindset, not headcount.