top of page

Decoding creative thinking: A Step-by-step Design Thinking guide for Business

Updated: Jul 21, 2023

The accountants can be as creative as designers, if they master the creative process.

"The Art of Design: Unleashing Creativity in Design Services" book emphasizes the importance of creativity in the field of design. The book is written to inspire designers and creative professionals to explore new ideas, break boundaries, and think outside the box when approaching design projects.

There are several myths on design that we need to change. Creativity is more of a collaborative thinking process, than individual talent. The key is to understand the needs and preferences of the target audience, balancing aesthetics with functionality, and staying up-to-date with current design trends and technologies. Collaboration, interdisciplinary approaches, and experimentation can further enhance the creative process and produce exceptional design outcomes.

Original thinking and innovative ideas key in the creative process

Creativity in design goes beyond merely following established design principles and norms. It involves pushing boundaries, exploring uncharted territories, and finding fresh perspectives to approach design problems. It is about thinking outside the box and embracing unconventional ideas to develop designs that stand out and make an impact.

In design, creativity is not limited to aesthetics alone. It extends to finding inventive solutions that address functional requirements, user needs, and the broader context in which the design will be used. Creative designers strive to find a balance between form and function, incorporating both artistic expression and practicality in their designs.

Curiosity, open-mindedness, and the willingness to take risks are key, that encourages designers to explore different sources of inspiration, such as nature, art, technology, culture, and human experiences, to fuel their imagination and spark innovative ideas.

Collaboration and interdisciplinary thinking also play a significant role in fostering creativity in design. By bringing together individuals with diverse backgrounds, skills, and perspectives, designers can tap into a wider range of ideas and approaches, leading to more imaginative and groundbreaking design solutions.

Creativity is a continuous process with an open and exploratory mindset to explore ideas without preconceived notions or bias.

Developing creativity in design is a continuous process that involves nurturing your creative mindset and exploring various techniques and practices. Here are some strategies to help foster and enhance creativity in design:

  • Cultivate curiosity: Stay curious and open-minded, seeking inspiration from different sources such as art, nature, culture, technology, and other design disciplines. Engage in continuous learning and explore diverse perspectives to expand your knowledge and spark new ideas.

  • Embrace experimentation: Be willing to take risks and explore unconventional approaches. Allow yourself to make mistakes and learn from them. Experiment with different materials, techniques, and design processes to discover unique solutions and uncover unexpected possibilities.

  • Foster a creative environment: Create a physical and mental space that supports creativity. Surround yourself with inspirational objects, images, and colors. Minimize distractions and establish a work environment that encourages focus and free thinking.

  • Seek diverse experiences: Engage in activities outside the design realm to gain fresh perspectives and experiences. Travel, attend cultural events, read diverse literature, and interact with people from different backgrounds. These experiences can fuel your creativity and bring unique insights to your design work.

  • Practice mindfulness and reflection: Incorporate mindfulness techniques into your design process. Take time for reflection, introspection, and self-assessment. This helps you tap into your inner thoughts, emotions, and creative intuition. Consider keeping a design journal or sketchbook to document your ideas and reflections.

  • Collaborate and seek feedback: Collaborate with other designers, professionals, and clients. Their insights and feedback can provide valuable input and stimulate new ideas. Engage in brainstorming sessions, design critiques, and workshops to foster a collaborative and supportive creative environment.

  • Break the routine: Challenge yourself to break away from established routines and design patterns. Explore alternative methods, perspectives, and design approaches. Push your creative boundaries by intentionally stepping out of your comfort zone.

  • Engage in lateral thinking: Practice lateral thinking techniques to generate innovative ideas. This involves making unexpected connections, looking at problems from different angles, and exploring unconventional solutions. Embrace non-linear thinking and allow your mind to wander freely.

  • Stay informed and inspired: Keep up with design trends, advancements, and emerging technologies. Attend design conferences, exhibitions, and workshops to stay connected with the design community. Engage with online platforms, blogs, and social media dedicated to design inspiration and knowledge sharing.

  • Embrace a growth mindset: Belief in your ability to develop and enhance your creativity. Embrace challenges, embrace failure as a learning opportunity, and maintain a positive attitude towards continuous growth and improvement.

Remember, developing creativity in design is a personal journey. Explore and adapt these strategies to suit your unique preferences and design process. With persistence, an open mind, and a willingness to explore, you can unlock and develop your creative potential in design.

Understanding the 5 concepts of creativity

The concept of creativity encompasses various perspectives and approaches. While there isn't a definitive set of universally agreed-upon concepts, here are five commonly recognized concepts of creativity:

  1. Novelty: Creativity often involves the generation of ideas, solutions, or expressions that are new, original, and different from what already exists. It entails breaking away from conventional thinking and exploring uncharted territory to create something fresh and unique.

  2. Originality: Originality emphasizes the individuality and uniqueness of creative ideas or works. It involves bringing forth personal perspectives, insights, and interpretations to generate innovative and distinct creations. Originality can manifest through novel combinations, unconventional approaches, or fresh interpretations of existing concepts.

  3. Fluency: Fluency refers to the ability to generate a wide range of ideas, options, or possibilities. It relates to the quantity or abundance of ideas produced during the creative process. Creative individuals often exhibit high fluency by effortlessly generating multiple ideas and exploring various alternatives before narrowing down to the most promising ones.

  4. Flexibility: Flexibility in creativity relates to the ability to think divergently and adaptively. It involves being open to different perspectives, embracing ambiguity, and considering multiple solutions or approaches to a problem. Flexible thinking allows for exploration, experimentation, and the ability to shift perspectives and adapt as needed.

  5. Problem-solving: Creativity often involves solving problems or overcoming challenges through unique and innovative means. It entails approaching problems with fresh perspectives, thinking outside the box, and finding unconventional solutions that address the underlying issues effectively. Creative problem-solving requires a combination of analytical thinking, lateral thinking, and intuition.

It's important to note that these concepts are interrelated and may overlap in practice. Additionally, different domains and disciplines may have their own unique perspectives on creativity. Nonetheless, these concepts provide a foundational understanding of the multifaceted nature of creativity and its essential components.

How creativity and design thinking help your business

Design thinking plays a significant role by enabling organizations to create innovative and customer-centric solutions. Here are some key aspects of the role of design thinking in the service sector:

  1. Understanding Customer Needs: Design thinking emphasizes empathy and a deep understanding of customer needs and experiences. By employing research methods such as interviews, observations, and journey mapping, organizations can gain valuable insights into their customers' motivations, pain points, and aspirations. This understanding forms the foundation for designing services that truly meet customers' expectations and address their specific challenges.

  2. Human-Centered Design: Design thinking places humans at the center of the design process. It encourages service providers to view their offerings from the customer's perspective, considering their emotions, behaviors, and interactions throughout the service journey. By adopting a human-centered approach, organizations can create services that are intuitive, enjoyable, and meaningful for customers, leading to improved customer satisfaction and loyalty.

  3. Iterative Prototyping and Testing: Design thinking promotes an iterative approach to service development. Through prototyping and testing, organizations can quickly gather feedback and insights from customers, allowing them to refine and improve their services based on real-world usage and user feedback. This iterative process enables organizations to identify and address issues early on, leading to more robust and successful service offerings.

  4. Collaboration and Co-Creation: Design thinking encourages collaboration and co-creation among stakeholders. By involving diverse perspectives, including customers, employees, and other relevant parties, organizations can leverage collective intelligence to generate innovative ideas and solutions. This collaborative approach fosters a sense of ownership and ensures that services are designed with a holistic view, incorporating insights from various stakeholders.

  5. Problem-Solving and Innovation: Design thinking provides a structured framework for problem-solving and fostering innovation in the service sector. By applying creative and divergent thinking techniques, organizations can identify opportunities for improvement, reimagine existing services, and develop new service offerings that meet emerging customer needs. Design thinking helps organizations break free from traditional approaches, fostering a culture of innovation and continuous improvement.

  6. Service Delivery and User Experience: Design thinking also encompasses the holistic experience of delivering a service. It considers the touchpoints, interactions, and emotions that customers encounter throughout their service journey. By applying design principles to service delivery, organizations can enhance the user experience, streamline processes, and create memorable and engaging interactions that differentiate their services in the market.

Overall, design thinking brings a customer-centric, collaborative, and iterative approach to the service sector. It helps organizations develop services that not only meet customer needs but also drive innovation, improve customer experiences, and create a competitive advantage in an increasingly service-oriented economy.


The concept of creativity in design involves originality, innovation, and the ability to think outside the box. Developing creativity in design requires a combination of inspiration, exploration, and skill development.

By embracing creativity and design principles, organizations can unlock the full potential of their design services and deliver exceptional experiences that meet the evolving needs and expectations of users.

7 views0 comments
bottom of page