Applying Design Thinking internally, within a group, community or to ourselves. This is a new application of the Design Thinking Methodology.

In the early 2000s, Mayo Clinic physician Nicholas LaRusso asked himself a question: if we can test new drugs in clinical trials, can we in a similarly rigorous way test new kinds of doctor-patient interactions?
 

How to use design thinking to make great things actually happen by Tim Brown and Roger L. Martin. In this great HBR article, the authors look at design thinking in Finance with two case studies, one from MassMutual and the other from Intercorp. Group of Peru.

At the center of the room sat a new kind of prototype of a vehicle, which had been the focus of a startup-style development team made up of members of purchasing, HR, legal, design, accounting and more...

Venture design involves designing new ventures for startups and large companies looking for transformational growth beyond just a product or service. It means designing, testing, and launching all aspects of a new business including the brand, business model, products/services, user experience, and organization.