We were interested in how design thinking contributes to the Innova system. One of the most interesting things we found was that Innova doesn’t use design thinking as a first step to develop initial ideas. Instead, they apply design thinking to assess existing ideas and turn them into marketable concepts.

If you’re a head of innovation or strategy in a forward thinking global brand, chances are that you’ve encountered the phrase “design thinking” when meeting with your product team about how they’re shaping the product roadmap to better suit the needs of your users.