Case study
Embedding design thinking into daily product design practices
Quick summary
I led the initiative to integrate design thinking into the core of our product design process at a global SaaS organisation. This transformation revolutionised how our teams approached problem-solving, fostered collaboration, and unlocked innovation. By institutionalising design thinking principles, we achieved better outcomes for users and delivered measurable business impact. This case study outlines the challenges, approach, and outcomes of embedding this methodology into our daily practices.
Challenge
Our product design team faced several systemic issues:
Inconsistent frameworks: Teams lacked a unified, user-centred approach for tackling complex problems.
Misalignment with stakeholders: Collaboration with cross-functional partners was often fragmented and reactive.
Stifled creativity: Processes prioritised delivery speed over exploration, leading to suboptimal solutions.
User disconnect: Solutions were sometimes developed without sufficient validation or input from real users.
“Our processes were functional but rigid, leaving little room for the kind of deep user empathy and creative problem-solving that leads to breakthrough ideas.”
Approach
The initiative centred on embedding design thinking as the foundation of our workflows. This was achieved through a phased and collaborative approach:
Phase 1: Discovery and Alignment
Research and benchmarking:
Conducted internal surveys with over 30 designers, product managers, and engineers to understand current pain points.
Benchmarked practices against industry leaders known for design innovation.
Stakeholder alignment:
Facilitated workshops with leadership to define objectives and secure buy-in for a user-centred approach.
Crafted a clear business case linking design thinking to improved efficiency, user satisfaction, and business outcomes.
Phase 2: Designing the Framework
Core principles:
Defined five pillars for our design thinking framework: Empathise, Define, Ideate, Prototype, and Test.
Tailored the framework to align with the fast-paced nature of our SaaS environment.
Toolkits and resources:
Developed practical tools, including empathy maps, user journey templates, and ideation exercises.
Created a comprehensive playbook with step-by-step guidance and examples tailored to our products.
Phase 3: Training and Adoption
Workshops:
Organised immersive, hands-on workshops for cross-functional teams, focusing on real-world application of the framework.
Designed role-specific training modules for designers, product managers, and engineers.
Ongoing support:
Introduced “design thinking champions” across teams to provide mentorship and drive adoption.
Built a shared repository of case studies showcasing successful applications of the framework.
Solution
By embedding design thinking into daily practices, we fundamentally changed how teams approached challenges and created solutions.
Key outcomes included:
Integrated workflows:
Unified processes across design, product, and engineering, fostering collaboration and shared accountability.
Enhanced problem-solving:
Teams began approaching challenges with a deep understanding of user needs, resulting in more targeted solutions.
Scalable methodologies:
The framework’s flexibility allowed teams to adapt it to various product types and stages of development.
“Design thinking has shifted how we work as a team, we now approach every challenge with a shared language and a clear focus on the user,” - Product manager.
Impact & Results
Embedding design thinking delivered measurable benefits for both the organisation and its users:
50% reduction in rework: Early validation and iterative prototyping minimised wasted effort.
35% improvement in cross-functional alignment: Stakeholder surveys highlighted improved collaboration and shared understanding.
20% increase in customer satisfaction: Post-launch surveys revealed more positive feedback on user experience.
Enhanced innovation culture: Teams reported higher levels of creativity and confidence in tackling complex problems.
Reflections and Learnings
This initiative underscored the importance of:
Cultural buy-in: Embedding design thinking requires not just tools but also a mindset shift across the organisation.
Ongoing education: Regular workshops and mentorship helped sustain momentum and fostered continuous improvement.
Iterative implementation: Testing and refining the framework in real-world scenarios ensured its scalability and effectiveness.
Celebrating success: Sharing stories of impact reinforced the value of design thinking and inspired further adoption.
Looking ahead, we plan to integrate data-driven insights into the framework, enabling teams to measure and optimise their impact more effectively.
Contact Me
If you’re ready to transform your product design practices and embed a culture of innovation, I’d love to collaborate. Let’s connect and discuss how I can bring this expertise to your organisation.