Welcome to the Design Thinking Case Study Index. There are many Design Thinking Case Studies on the internet. Many are retrofitted descriptions of what occurred, rather than evidence of the Design Thinking process in action. In order to bring a higher standard to the practice of Design Thinking, we require stronger evidence and rigor.

Claudia Kotchka introduced a process for P&G's people to look for opportunities by observing how consumers behave more broadly than it had in the past. Whereas, P&G had traditionally watched how consumers used its products; Kotchka taught P&G the importance of watching how consumers performed daily activities -- such as getting ready to go to work.

The association asked respondents what they found the most difficult thing about Design Thinking in our July 2020 Survey. 11% of respondents replied that convincing their bosses/CEO/Executive Management was the most difficult thing.

This is a great case study that underlines the complexity of bringing game changing products to market. It helps to provide an understanding of just how much more is needed that a simple five step process of idea generation.