Design Thinking for Social Good: An Interview with David Kelley

In this interview with, IDEO founder David Kelley explains what design thinking is, how “needfinding” fits into it and his firm’s design process.

The first step in the process the understand phase: if you’re going to work in a certain area you really need to talk to experts; the team must immerse themselves in it. Second, there’s the observation phase – not just interviewing people but observing them using your product and developing empathy with them.

The third step of IDEO’s design thinking process is visualizing potential solutions based upon the needs the team has observed the needs of the target audience. That’s followed by iteration, during which IDEO shows early prototypes of these solutions to its target customers and seeks feedback.

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