10 Standout Design Thinking Examples for Innovators

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In today’s fast-paced world, solving complex problems requires more than just traditional thinking. Businesses, educators, and innovators are increasingly turning to design thinking to find creative, user-focused solutions that truly make a difference. 

This approach has transformed the way products are developed, services are delivered, and organizations tackle challenges across various industries. 

In this design journal, we’ll explore the power of design thinking through practical design thinking examples, real-life case studies, and actionable insights. 

Whether you’re new to the concept or seeking fresh inspiration, these examples of design thinking will demonstrate how this methodology can drive innovation and have a lasting impact.

What is design thinking?

Design thinking is a human-centered, iterative approach to problem-solving and innovation. Unlike traditional methods that might focus first on technical feasibility or business viability, design thinking starts with desirability—what people actually need and want. 

It’s a process that prioritizes empathy, creativity, and experimentation, ensuring that solutions are not only innovative but also relevant and user-friendly.

At its core, design thinking involves understanding users, challenging assumptions, redefining problems, and developing creative solutions that are prototyped and tested in real-world scenarios. 

The methodology is widely recognized for its flexibility and effectiveness in addressing ill-defined or complex problems, making it a valuable tool across various industries.

The most widely adopted design thinking framework, popularized by Stanford University’s d.school and IDEO, consists of five key phases:

• Empathize: Deeply understand the needs, motivations, and challenges of the people you’re designing for.
• Define: Synthesize research findings to clearly articulate the core problem or opportunity.
• Ideate: Brainstorm a wide range of creative solutions, encouraging “outside the box” thinking.
• Prototype: Build simple, inexpensive models or representations of ideas to explore their potential.
• Test: Gather real user feedback, refine solutions, and iterate as needed.

This process is non-linear and iterative. Teams often revisit earlier stages, run phases in parallel, or repeat steps to refine their understanding and solutions. 

The hands-on, user-centric approach of design thinking has led to numerous breakthrough innovations, as seen in many design thinking project examples across the globe.

Why does design thinking matter in today’s world?

The importance of design thinking has grown significantly in recent years. As markets become more competitive and user expectations rise, organizations need to deliver solutions that are not only novel but also genuinely useful and meaningful to people’s lives. 

Design thinking bridges the gap between creativity and practicality by focusing on the human experience at every stage of the problem-solving process.

Here’s why design thinking matters now more than ever:

• Drives innovation: By focusing on user needs and encouraging creative exploration, design thinking enables teams to generate innovative solutions that stand out in the market.
• Reduces risk: Prototyping and testing early in the process allow teams to identify problems and refine solutions before significant resources are invested.
• Enhances user experience: Solutions developed through design thinking are more likely to resonate with users, leading to higher satisfaction and loyalty.
• Applicable across industries: Design thinking isn’t just for designers—it’s used in healthcare, education, business, technology, and even social innovation.
• Promotes collaboration: The methodology encourages cross-disciplinary teamwork, leveraging diverse perspectives for richer, more effective solutions.

10 Inspiring design thinking examples

Design thinking has inspired some of the world’s most innovative solutions by focusing on empathy, creativity, and user needs. Let’s explore 10 standout design thinking examples in real life that showcase the power of this approach across industries.

1. GE Healthcare: Child-friendly MRI machines

One of the most celebrated examples of design thinking is GE Healthcare’s transformation of the pediatric MRI experience. 

Traditionally, MRI scans were a source of fear and anxiety for children; up to 80% of young patients needed to be sedated before their scan, resulting in stress for families and costly delays for hospitals. 

Doug Dietz, a GE engineer, witnessed firsthand how intimidating the machines and sterile rooms were for children. 

Motivated by empathy, he led a team through the design thinking process, starting by observing and understanding the emotional journey of young patients and their parents.

The result was the “Adventure Series”—a set of MRI, CT, and PET scanners and rooms transformed into immersive adventure worlds, such as pirate ships, submarines, and space stations. 

The experience didn’t stop at visuals: hospital staff used scripts to guide children through their adventure, and even the machine noises became part of the story.

This design thinking project example led to remarkable outcomes. Parents reported that their children not only tolerated the scans but sometimes even looked forward to them, asking if they could return the next day. 

This is a powerful testament to the impact of empathy-driven design thinking examples in real life.

2. Airbnb: Transforming the guest experience

Airbnb’s rise from a struggling startup to a global hospitality leader is one of the most cited examples of design thinking in business. 

In its early days, Airbnb’s founders realized that their listings weren’t attracting guests, not because of the concept, but because the photos were of poor quality and failed to convey the unique experience of staying in someone’s home.

Applying design thinking, the founders put themselves in their users’ shoes. They visited hosts, listened to their stories, and even took professional photos of the spaces themselves. 

This user-centered approach led to a dramatic improvement in listing quality and guest bookings.

Airbnb’s ongoing commitment to design thinking is evident in its continual iteration of the platform based on user feedback, experimentation with new features, and prioritization of trust and safety. 

By empathizing with both guests and hosts, Airbnb has created a seamless, human-centered experience that has disrupted the hospitality industry. 

This is a classic design thinking project example where understanding user needs and rapid prototyping led to business transformation.

3. Oral-B: User-centered electric toothbrush design

Oral-B’s redesign of its electric toothbrush is another standout among design thinking examples. Instead of starting with technical specifications, the Oral-B team began by observing how people actually brushed their teeth. 

They noticed that users struggled with complex buttons and confusing features, and often didn’t brush for the recommended two minutes.

Through empathy and user research, the team identified pain points and opportunities for improvement. The result was a simplified, intuitive electric toothbrush with a built-in timer and easy-to-use controls. 

This user-centered approach not only improved the brushing experience but also boosted Oral-B’s market share and customer satisfaction.

This example of design thinking in real life demonstrates how even everyday products can be transformed by focusing on what users truly need, rather than what technology makes possible.

4. IBM: Scaling design thinking across teams

IBM is a prime example of a large organization using design thinking to drive cultural and operational change. 

Facing increased competition and the need for faster innovation, IBM invested heavily in training its employees in design thinking principles. 

They established “IBM Studios” around the world, where cross-functional teams collaborate using design thinking frameworks.

By embedding design thinking into its workflow, IBM has accelerated product development, improved customer experiences, and fostered a culture of continuous learning and iteration. 

Their approach emphasizes empathy with end users, rapid prototyping, and collaborative problem-solving.

IBM’s story is a compelling design thinking project example, showing how the methodology can be scaled beyond individual products to transform entire organizations. 

It’s also a reminder that examples of design thinking aren’t limited to startups—they can drive impact in the world’s largest companies.

5. The Good Kitchen: Revamping meal delivery for seniors

The Good Kitchen, a Danish meal delivery service for seniors, used design thinking to overhaul its offerings and improve the lives of its users. 

The service faced declining satisfaction and engagement, so the team set out to understand the real needs and desires of elderly customers.

Through interviews, observations, and co-creation workshops, The Good Kitchen discovered that seniors wanted more choice, better-tasting food, and a sense of dignity in the meal experience. 

The team introduced customizable menus, improved food quality, and redesigned packaging to be easier to open.

This user-driven transformation led to increased satisfaction and higher meal program participation. 

The Good Kitchen’s journey is an excellent example of design thinking in real life, showing how empathy and iteration can lead to solutions that truly matter for vulnerable populations.

6. PillPack: Simplifying prescription management

PillPack is a standout among design thinking project examples in the healthcare sector. Managing multiple prescriptions can be confusing and overwhelming, especially for seniors or those with chronic conditions. 

PillPack’s founders approached this problem by deeply empathizing with patients, pharmacists, and caregivers. 

Through interviews and observations, they uncovered pain points such as missed doses, confusing pill bottles, and the hassle of refilling prescriptions.

Using design thinking, PillPack created a service that sorts medications by dose and time, packaging them in easy-to-open, clearly labeled packets. Their intuitive online platform also makes refills and communication with pharmacists seamless. 

By focusing on the real-life needs of users, PillPack not only improved medication adherence but also reduced stress for patients and families.

This example of design thinking in real life demonstrates how reimagining the user journey can lead to a product that simplifies daily routines and delivers peace of mind.

7. Rotterdam Eye Hospital: Patient-centered care

The Rotterdam Eye Hospital in the Netherlands is a prime example of design thinking transforming healthcare experiences. 

Faced with anxious patients and a stressful hospital environment, the hospital’s leadership decided to apply design thinking principles to enhance patient comfort and trust.

The team began by mapping the patient journey, interviewing patients and staff, and identifying moments of stress and confusion. 

They implemented changes such as calming interior design, clear signage, and friendly staff interactions. Waiting areas were redesigned to be more welcoming, and patients received better information about procedures.

These improvements led to higher patient satisfaction, reduced anxiety, and a more positive reputation for the hospital. The Rotterdam Eye Hospital’s story is a compelling design thinking project example, proving that even small, empathetic changes can have a big impact on health outcomes and patient well-being.

8. Clean Team Ghana: Innovative sanitation solutions

Clean Team Ghana is a powerful illustration of design thinking examples in real life, addressing a critical social challenge: access to safe and dignified sanitation in urban slums. Traditional sanitation solutions were not working for many Ghanaians, leading to health risks and environmental problems.

The Clean Team used design thinking to understand the daily lives, constraints, and aspirations of residents. 

Through community engagement and prototyping, they developed a portable, affordable toilet service that fit the needs of urban households. The service included regular waste collection, easy payment options, and responsive customer support.

By focusing on what mattered most to users—privacy, convenience, and reliability—Clean Team Ghana delivered a solution that improved public health and quality of life. This example of design thinking project examples highlights how empathy and co-creation can solve complex social issues.

9. Burberry: Reinventing fashion with design thinking

Burberry, the iconic British fashion brand, used design thinking to reinvent itself for the digital age. Facing declining relevance among younger consumers, Burberry’s leadership embraced a user-centered approach to overhaul both its products and customer experience.

The company started by listening to customers, analyzing social media trends, and experimenting with digital technologies. 

Burberry introduced live-streamed fashion shows, interactive store experiences, and personalized online shopping. They also collaborated with influencers and encouraged user-generated content, making customers feel like part of the brand’s story.

This transformation not only revitalized Burberry’s image but also drove growth and loyalty among a new generation of shoppers. 

Burberry’s journey is a striking example of design thinking in real life, showing how even heritage brands can stay relevant by focusing on evolving user needs.

10. Netflix: Personalizing entertainment experiences

Netflix is a textbook example of design thinking in the tech and entertainment industry. As streaming competition intensified, Netflix recognized that a one-size-fits-all approach wouldn’t keep users engaged. The company invested in understanding diverse viewer preferences and behaviors.

Through user research, data analysis, and rapid prototyping, Netflix developed a highly personalized recommendation engine. 

The platform’s interface adapts to individual tastes, suggesting shows and movies based on viewing history, ratings, and even time of day. Netflix continually tests new features and gathers feedback to refine the experience.

This relentless focus on user needs has made Netflix a leader in customer satisfaction and engagement. Their approach is a perfect example of design thinking project examples, demonstrating how empathy, experimentation, and iteration can transform digital products and delight millions of users worldwide.

How to apply design thinking in your own projects

Design thinking isn’t just for big brands or tech companies—it’s a practical, accessible approach that anyone can use to solve problems creatively and effectively. 

Here’s how you can apply design thinking in your own projects, following the 5 essential steps: Empathize, Define, Ideate, Prototype, and Test. 

Empathize with users

The first step in any successful design thinking project is to gain a deep understanding of the people you’re designing for. Empathy allows you to step into your users’ shoes, uncovering their needs, motivations, frustrations, and desires.

How to do it:

• Conduct interviews and observations with real users.
• Use empathy maps to capture what users say, do, think, and feel.
• Immerse yourself in their daily routines or challenges.

Empathizing helps you move beyond assumptions and see the world from the user’s perspective, as seen in many design thinking examples in real life, where breakthrough solutions often start with genuine understanding.

Define problem

After gathering insights, the next step is to synthesize your findings into a clear and actionable problem statement. This “Define” phase is about bringing clarity and focus to your challenge.

How to do it:

• Organize and analyze your research findings.
• Identify patterns and user pain points.
• Craft a user-centric problem statement or “point of view.”

Ideate solutions

With a focused problem in hand, it’s time to generate as many creative ideas as possible. The goal here is quantity—don’t judge or filter ideas too early.

How to do it:

• Use brainstorming, mind mapping, or “How Might We…” questions to spark ideas.
• Encourage wild, unconventional thinking.
• Build on each other’s suggestions to expand possibilities.

This stage is where many design thinking project examples shine, as teams challenge assumptions and imagine new ways to solve the problem.

Prototype ideas

Now, bring your ideas to life with simple, low-cost prototypes. Prototyping is about making ideas tangible so you can test and refine them quickly.

How to do it:

• Create mockups, models, or storyboards of your solution.
• Keep prototypes simple and focused on key features.
• Don’t be afraid to fail—each prototype is a learning opportunity.

Prototyping is a hallmark of design thinking in real-life examples, allowing teams to experiment and improve before investing heavily in development.

Test prototypes

The final step is to test your prototypes with real users, gather feedback, and iterate. Testing helps you discover what works, what doesn’t, and how to make your solution even better.

How to do it:

• Observe users interacting with your prototype.
• Ask open-ended questions and listen to their feedback.
• Refine your solution based on what you learn, and repeat the cycle as needed.

Testing ensures that your solution truly meets user needs, just as in the most successful examples of design thinking.

Conclusion: The ongoing impact of design thinking

Design thinking is more than a process—it’s a mindset that empowers individuals and teams to tackle challenges with empathy, creativity, and confidence. 

As you’ve seen in these design thinking examples and real-life case studies, this approach yields innovative solutions that enhance lives, transform industries, and drive meaningful change.

By applying the steps of design thinking—empathizing, defining, ideating, prototyping, and testing—you can unlock new possibilities in your own projects, no matter your field or experience level. 

The best examples of design thinking remind us that when we prioritize people, embrace experimentation, and learn from failure, we can create solutions that truly make a meaningful difference.

Remember: innovation starts with understanding, and the journey is as important as the outcome. Continue exploring, iterating, and let design thinking guide you to impactful results.

Frequently asked questions

Do I need advanced technology or special tools to use design thinking?

No, you do not need advanced technology or expensive tools to start using design thinking. Many of the most effective design thinking examples in real life began with simple materials like sticky notes, pens, and whiteboards. 

While digital tools such as Miro, Stormboard, or MindMeister can enhance collaboration and organization—especially for remote teams—the core of design thinking is about empathy, creativity, and structured problem-solving, not technology. 

The process is accessible to anyone willing to engage deeply with user needs and iterate on solutions.

Can design thinking be applied by individuals, or does it require a team?

Design thinking can be practiced both individually and in teams. While many classic examples of design thinking involve cross-functional teams (because diverse perspectives often lead to richer ideas and solutions), individuals can also apply the methodology to their own projects or challenges. 

The key is to stay user-focused, open-minded, and iterative in your approach, whether working solo or collaboratively.

How can I find time to incorporate design thinking into a busy schedule?

Design thinking is flexible and can be adapted to fit different time constraints. You don’t need to set aside weeks for a full design sprint; even short, focused sessions of user interviews, brainstorming, or prototyping can yield valuable insights. 

Many design thinking project examples demonstrate that integrating small steps—such as quick empathy mapping or rapid prototyping—into your workflow can make a significant difference over time. The process is iterative, allowing you to revisit and refine solutions as your schedule permits.

What if my first solution doesn’t work?

Failure is not just expected in design thinking—it’s embraced as part of the learning process. The methodology is built on prototyping and testing, which means your first idea is rarely the final answer. 

Instead, each test provides feedback that helps you improve. Many successful examples of design thinking in real life, from healthcare to technology, reached breakthrough solutions only after several rounds of iteration and learning from what didn’t work.

How does empathy influence the design thinking process?

Empathy is the foundation of design thinking. The process begins with a deep understanding of users’ needs, challenges, and emotional states through interviews, observations, and empathy maps. 

This user-centric approach ensures that solutions are both relevant and meaningful, rather than merely technically feasible. 

Empathy enables you to set aside your own assumptions and design with real people in mind, which is why many impactful design thinking examples begin with this crucial step.