Training: Design Thinking

Design Thinking Training for corporates (B2B/B2C)

The Design Thinking process has been introduced by IDEO and perfected by research at Stanford. This training is user-driven innovation at its best, perfect for companies that want to discover hidden opportunities in a specific market segment. Our experience: companies with a better understanding of their customers have lower risks resulting in more sustainable revenue streams.

We’ve created a 2-day design thinking course to bring the tools and techniques of Design Thinking to your team. In 2 days we’ll help you to analyze your clients and their needs. The outcome of this program is an extensive customer journey for one or multiple personas and a synthesis of the 3 customer problems that prove to be most valuable to solve.

Board of Innovation did not only tell us how we can boost our mindset to develop new business ideas as a big organization. They also gave us the methods and tools to convert creative thinking into an innovation process: a striking hands-on experience.

Julia Kleeberger (Design Strategist for Service Innovation at Volkswagen Group)

Human-centered design

The type of customer, their environment and the context relevant for your business define the methods and tools to get to know your customer. On the other hand, your high-level goal will always stay the same: observe, take pictures, question, shadow, etc. your customers in their natural environment until you stop learning new things about them.  The challenge: doing this without changing their behavior. Let the spying begin!

Workshop: Start by identifying customer problems

Once a market segment is selected, we’ll literally get out of the building. Your team will learn more about the client by speaking with them and by observing their behavior. By connecting with the customer it’s possible to create a customer journey and several persona.

Design Thinking = field work
intro: design thinking process

2 day program: Design Thinking

Day 1

Understand your customer

  • The strategic impact of design thinking
  • Why design-driven companies have a strategic advantage

    Customer-centricity vs tech-driven innovation

    Explore tools used by designers

    Understand how to create value for our customers

    How design principles improve success rate of innovation

  • Learn by observing your customers
  • Spy on customers, find out what they do and why they do it

    Observe customers and make 100+ pictures of their natural behavior

    Map all actions of your customers on a timeline

  • Detailed customer journey
  • A thorough understanding of the Design Thinking methodology

    Customer Journey (timeline) with pictures, emails, quotes, actions, etc.

    Several persona (segmentation within the market segment)

Day 2

Definition: problems & needs

    Untitled design (4)

  • Design Thinking Process: from needs to first solutions
  • Learn how to categorize user problems

    Estimation of the value of solving these problems

    Visualization of key problems

    In-depth analysis of most valuable problems to solve: What needs to be solved? What are the limits/requirements of our target group?

  • What is the value for your company to solve these problems?
  • Design brief for 3 most valuable problems/opportunities

    Requirements for the solution

    Reward (€) for your company to solve these problems


Design Thinking Example Tools


In order to get into the mindset of a customer or user, we start by describing different personas. These profiles should describe realistic users, based on info from actual market date. This summary should give a clear overview of the most important drivers that define their observed behavior.


Example interview questions

Where do you start? We offer checklists & guides for people to help them with when they need to talk to customers. This template included typical mistakes & pitfalls. People can download these examples as PDF so they can also use this material in other projects afterward.


For corporate teams:

Groups of 8-25 people open to step out of their comfort zone and preferably working on new products & services or corporate transformation (internal improvements) within a large enterprise. On request we can create custom design thinking courses that fit with your talent development program.

Typical profiles of participants:

  • New business developer
  • R&D / Engineer
  • Product Developer
  • Product manager
  • Innovation manager
  • Intrapreneurs
  • Marketing (new products)
  • Trainees


We think global

We delivered innovation workshops in any geographical scope and cultural context, from Brussels to New York, from Stockholm to Naypyidaw.


Companies that experienced this training:


Also for B2B/industrial companies? Yes!

When IDEO wrote their first design thinking book years ago, they focused primarily on a customer in a B2C context. Out of our own experience with B2B & industrial enterprises we learned that many of the principles can be translated to this world. But, the design thinking process in this context is different! Our design thinking consultants can train your team in the opportunities & limitations of the different tools & definitions of design thinking.

Examples B2B vs B2C:

  • The one who buys is often not the same as the user.
  • Observation in an enterprise context takes more time.
  • The customer context will have more stakeholders
  • Corporate politics might influence decisions.

Need more info?

Do you want to co-create new processes, products and build a strong business case? In our full-featured Design Thinking program, we put customers at the heart of everything we do. In three steps, we match your business strategy with their needs.


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