14+ Real-World Design Thinking Examples and Their Business Impact: Insights for 2025

Design thinking is a transformative problem-solving methodology that empowers businesses to create innovative, human-centered solutions. It focuses on understanding the needs, desires, and challenges of audiences to drive creative and practical solutions. 

Airbnb, for instance, has reimagined the travel experience via design thinking, making it more personalized and user-friendly, ultimately transforming the way people book accommodations.

In this blog, you'll discover 14+ design thinking examples and insights, showing how companies use this approach to solve challenges, stay ahead of the curve, and innovate for the future.

14+ Real-World Design Thinking Examples in Business

Design thinking is a human-centered, iterative process for solving complex problems. It emphasizes empathy, creativity, and continuous testing to drive innovation.

Design thinking follows five essential stages that guide the process:

1. Empathize: Gain deep insights into customer's needs and emotions through research and observation.
2. Define: Clearly define the problem based on user insights.
3. Ideate: Brainstorm and generate diverse ideas to solve the problem.
4. Prototype: Create low-cost prototypes to visualize and test ideas.
5. Test: Test prototypes, gather feedback, and refine the solution.

These essential stages align with three key phases:

• Immersion: Deep understanding of the problem.
• Ideation: Creative brainstorming for solutions.
• Implementation: Bringing refined solutions to life

By focusing on these factors, organizations have been able to break through traditional boundaries and contribute to success. 

Just as design thinking fuels innovation, it also plays a vital role in ensuring your solutions genuinely connect with users. Are you also eager to expand your skill set and apply design thinking principles in the digital realm? 

Now, let's explore some powerful design thinking examples in business from across industries.

1. Airbnb

Airbnb disrupted the hospitality industry with its peer-to-peer platform, transforming how people travel and stay. Design thinking allowed the company to build a customer-centric platform, improving trust and ease of use.

Challenge and Insight:

Airbnb faced low user confidence due to concerns about booking private homes. The breakthrough insight came when they realized the audience needed stronger trust signals and a seamless booking process.

Approach:

• Empathize: Conducted extensive research on traveler and host concerns.
• Define: Focused on establishing trust and simplifying the booking experience.
• Ideate: Created features like verified reviews and secure payment systems.
• Prototype: Developed mockups for interface changes and tested them.
• Test: Gathered feedback to refine the platform.

This approach drove Airbnb's user loyalty and fueled its rapid growth in a highly competitive market with over 150 million customers globally.

2. Netflix

Netflix used design thinking to refine its content recommendation engine, ultimately improving user retention. Personalized experiences became its competitive edge in the crowded streaming market.

Challenge and Insight:
Netflix's challenge was to stand out amidst rising competition. They realized that customers crave personalized content to keep them engaged, and they would need a creative approach.

Approach:

• Empathize: Analyzed millions of data points on user viewing habits.
• Define: Aimed to provide personalized, binge-worthy suggestions.
• Ideate: Developed new algorithms based on user preferences.
• Prototype: Tested various recommendation models with users.
• Test: Continuously iterated on algorithms for better accuracy.

Customer engagement surged by continuously analyzing viewer preferences and iterating on their platform, contributing to Netflix's 200 million+ subscribers.

Also Read: What the Digital Industry Can Learn from Netflix

3. GE Healthcare

GE Healthcare applied design thinking to redesign its ultrasound machines, making them more portable and user-friendly for medical professionals while improving patient experience.

Challenge and Insight:
Doctors struggled with bulky ultrasound machines, so GE focused on making them portable. The focus was on ease of use, ensuring accessibility in diverse healthcare settings.

Approach:

• Empathize: Shadowed doctors in hospitals to understand operational pain points.
• Define: Recognized the need for lightweight, intuitive devices.
• Ideate: Created designs for smaller, mobile ultrasound machines.
• Prototype: Built prototypes for testing in real-world settings.
• Test: Refined the design after receiving feedback from clinicians.

GE Healthcare increased adoption, especially in small clinics and developing markets.  So, focused, audience-driven innovation can make critical healthcare tools more accessible.

4. Nike

Nike combined digital and physical experiences, enhancing engagement with personalized products like the Nike Training Club app.

Challenge and Insight:
Nike saw a shift in consumer preferences towards personalization. Insights showed that customers wanted more than just athletic gear — they wanted tailored fitness experiences.

Approach:

• Empathize: Conducted in-depth research into customer fitness goals.
• Define: Identified the need for digital engagement alongside physical products.
• Ideate: Developed the Nike Training app to offer personalized workout plans.
• Prototype: Created app versions and tested them with fitness enthusiasts.
• Test: Iterated on app features based on honest feedback.

Nike’s quarterly revenue jumped by 15% by continuously gathering customer feedback and iterating on the app. With features like personalized training plans, Nike created a seamless experience that directly boosted engagement.

Also Read: Nike Marketing Strategy: Things to Learn

5. Ford

Ford's design thinking approach led to the creation of the MyFord Mobile app, which allows car owners to interact with their vehicles, adding convenience and engagement remotely.

Challenge and Insight:
Ford recognized the growing demand for connected car experiences and developed the MyFord Mobile app to meet this need. Digital integration can make cars smarter and more user-friendly.

Approach:

• Empathize: Researched driver habits and needs for connectivity.
• Define: Focused on offering a seamless mobile experience for car owners.
• Ideate: Developed the concept for an app that controls car features remotely.
• Prototype: Built an initial version and tested it with select customers.
• Test: Gathered insights from drivers to enhance the app.

The app increased interaction and brand loyalty, boosting customer retention. Connecting physical products to digital platforms improves satisfaction and brand engagement.

6. LEGO

LEGO embraced design thinking to merge physical toys with digital play, attracting a tech-savvy generation.

Challenge and Insight:
LEGO's challenge was to stay relevant in a digital-first world. Insights showed that kids wanted an immersive, tech-savvy play experience that combined physical toys and digital interaction.

Approach:

• Empathize: Engaged with kids and parents to understand their evolving play needs.
• Define: Identified the opportunity for digital integration in traditional toys.
• Ideate: Brainstormed app-connected sets for interactive play.
• Prototype: Developed the LEGO Boost kit, a programmable robot.
• Test: Tested with target audiences and refined the app experience.

In the first six months, LEGO’s revenue grew by 13%, driven by the digital playsets. Key lesson? The real innovation lies in merging traditional products with new technologies to engage modern audiences.

Also Read: Design Thinking – 6 Lessons in Innovation and Marketing Excellence

7. Spotify

Spotify used design thinking to revolutionize music discovery, personalizing playlists to keep users engaged and making their listening experience more immersive.

Challenge and Insight:
Spotify faced stiff competition in the streaming market. Insights revealed that customers wanted a more personalized, easy-to-use music platform.

Approach:

• Empathize: Analyzed listening behaviors and users' preferences.
• Define: Focused on enhancing music discovery through personalization.
• Ideate: Developed personalized playlist features such as "Discover Weekly."
• Prototype: Tested new recommendation algorithms.
• Test: Refined features based on feedback.

Spotify's engagement soared, helping the platform reach over 350 million active users. Personalization drives long-term engagement and brand loyalty.

8. Uber

Uber applied design thinking to simplify its rideshare platform, focusing on a seamless experience that benefits both drivers and riders, making transportation more accessible.

Challenge and Insight:
Uber initially struggled with trust issues, and passengers were concerned about safety. The insight was that improving transparency and simplifying the experience would drive adoption.

Approach:

• Empathize: Conducted research to understand safety and convenience concerns.
• Define: Focused on building trust and streamlining the process.
• Ideate: Developed real-time tracking and transparent driver ratings.
• Prototype: Tested updates to the app with real users.
• Test: Iterated features based on continuous feedback.

Uber has expanded globally, with more than 100 million active riders monthly. Remember that transparency and convenience are crucial to scaling a service-based business.

Also Read: Complete Guide to the Business Model Canvas in 2025

9. Tesla

Tesla applied design thinking to enhance electric vehicles (EVs), integrating cutting-edge technology and sustainability into the automotive industry. The result is a product that not only drives innovation but also transforms the driving experience.

Challenge and Insight:
Tesla’s challenge was to change the public perception of electric cars, which were traditionally seen as inferior in performance and design. The insight was that design and innovation could redefine the EV market.

Approach:

• Empathize: Engage with EV enthusiasts and non-users to understand perceptions and barriers.
• Define: Focused on making electric cars desirable and accessible to a mainstream audience.
• Ideate: Designed sleek, high-performance electric cars with a strong emphasis on technology.
• Prototype: Developed models and tested them in real-world conditions.
• Test: Gained feedback on vehicle features like autopilot, range, and design.

Tesla has achieved a market cap of INR 85 Trillion, a testament to its innovative approach. Innovative products demand a design vision that resonates with customer needs and anticipates market shifts.

10. Adobe

Adobe grasped design thinking to improve its product suite, especially with Adobe XD. It is a tool designed to help people work collaboratively on user experience projects.

Challenge and Insight:
Adobe’s challenge was creating a tool that streamlined the design and development process. The insight was that designers and developers needed a unified platform for collaboration.

Approach:

• Empathize: Collaborated with UX/UI designers to understand their workflow.
• Define: Identified the need for a cross-functional platform for design and development.
• Ideate: Developed an all-in-one design tool integrating prototyping, collaboration, and handoff features.
• Prototype: Created mockups and tested them with designers and developers.
• Test: Refined features based on feedback to improve usability.

Adobe XD became a primary tool for about 40% of designers, helping them achieve speed and accuracy in UI design. Prioritizing feedback and collaboration can lead to a product that enhances productivity and creativity.

Also Read: What Is a User Interface (UI) Designer? Exploring the World of UI Design

11. Samsung

Samsung employed design thinking in its mobile phone development, particularly with the Galaxy series, focusing on creating feature-rich devices that appeal to a wide demographic.

Challenge and Insight:
Samsung faced intense competition from Apple and other smartphone brands. The insight was that people desired both innovation and familiarity in mobile devices, including unique features like foldable screens.

Approach:

• Empathize: Conducted global research to understand different needs across regions.
• Define: Focused on offering innovative features that appeal to tech-savvy and mainstream users alike.
• Ideate: They brainstormed ideas around foldable screens and long-lasting battery life.
• Prototype: Developed prototypes of foldable phones and gathered feedback.
• Test: Iterated based on market testing and consumer preferences.

The Samsung Galaxy Fold became a standout success, introducing a new category in mobile phones. Thus, innovation must balance user expectations with novel solutions to stand out in competitive markets.

12. Apple

Apple has consistently applied design thinking to its products, emphasizing simplicity and experience. The company is a prime example of integrating design into its culture, from hardware to software.

Challenge and Insight:
Apple’s challenge was to create an intuitive, easy-to-use interface that appealed to non-tech users. The insight was that design should be accessible, seamless, and elegant.

Approach:

• Empathize: Studied how people interact with technology in their daily lives.
• Define: Focused on creating a frictionless experience where technology is invisible to the user.
• Ideate: Developed sleek, intuitive designs for both hardware (iPhones, Macs) and software (iOS).
• Prototype: Built prototypes for new devices and OS features, gathering feedback.
• Test: Conducted real-world usability testing to ensure product effectiveness.

Apple’s consistent design has made it the most valuable company globally, with a market cap of $3.47 trillion. Simplicity and usability are crucial in creating products that resonate with users on a deep level.

13. Zara

Zara’s rapid product development process is propelled by design thinking, allowing the company to respond to fashion trends and customer demands quickly. It keeps it at the front line of the fashion industry.

Challenge and Insight:
Zara needed to adapt to fast-changing consumer preferences in fashion. The insight was that real-time customer feedback and quick response times were key to staying ahead.

Approach:

• Empathize: Monitored global fashion trends and customer feedback from stores.
• Define: Focused on rapid production cycles to bring fresh designs to market quickly.
• Ideate: Created small collections and tested designs in stores to gauge customer response.
• Prototype: Rapidly produced designs based on trends and customer data.
• Test: Tested designs in-store and adjusted collections for global markets.

Today, Zara's turnaround time from design to store is just within 2 weeks. This agile response to customer feedback sets the stage for other companies, like IBM, that are redefining their operations using design thinking.

Also Read: 5 Ways to Provide an Exceptional Customer Service

14. IBM

IBM’s shift towards a design-driven company is a testament to the power of design thinking. IBM's design thinking framework has influenced everything from its software to services, streamlining innovation across the company.

Challenge and Insight:
IBM faced challenges modernizing its offerings. Their insight? Innovation thrives when user needs are at the core. The customer at the center of innovation would lead to success in the tech space.

Approach:

• Empathize: Engaged employees and customers to understand frustrations with existing tech solutions.
• Define: Focused on simplifying complex technology for enterprise users.
• Ideate: Developed cloud-based solutions and AI tools with intuitive interfaces.
• Prototype: Created interactive mockups and tested them with clients.
• Test: Continuously refined solutions based on user input.

IBM’s approach helped increase client satisfaction and spurred the company's shift toward more centered design. Thus, design thinking can reshape even large, established companies by focusing on user needs.

15. Walmart

Walmart applied design thinking to revamp its in-store and online shopping experiences, making them more customer-friendly and efficient, ultimately enhancing the retail giant's market position.

Challenge and Insight:
Walmart faced intense competition from e-commerce players like Amazon. The insight was that improving the in-store shopping experience and integrating it with e-commerce would boost customer loyalty.

Approach:

• Empathize: Observed how shoppers navigated stores and interacted with online platforms.
• Define: Aimed to create a seamless experience across all touchpoints (store, website, app).
• Ideate: Developed solutions like self-checkout kiosks and improved mobile app functionalities.
• Prototype: Tested new store layouts and online features with customers.
• Test: Refined shopping features based on ongoing feedback.

Walmart saw increased foot traffic and online sales after their approach. Lesson learnt? Seamless omnichannel experiences are essential for competing in today's retail landscape.

Also Read: Top 24 Product-Based Companies in India

There you go! These design thinking examples in business prove that it's not just a process but a strategic framework that enables companies to stay ahead. 

By prioritizing empathy, collaboration, and iterative problem-solving skills, companies can create innovative solutions that not only address customer needs but also drive long-term business success.

Now, let’s see how design thinking will evolve in businesses as we look ahead to 2025 and beyond.

The Impact of Design Thinking on Businesses in 2025

As you look to 2025 and beyond, design thinking will play a demanding role in shaping how businesses stay ahead of their competition. 

For you, whether you're a student or a professional, understanding how companies strengthen this approach can help you be efficient and ultimately create products that customers love.

Have a look at how businesses are using design thinking to gain an edge:

1. Transforming Customer Experience into a Competitive Edge
You’ve probably noticed that the most successful brands, like Apple or Netflix, know precisely what you want before you do. This is the power of deep customer empathy and understanding, a core principle of design thinking.

2. Fueling Innovation and Adaptation
Today, stagnation is a business killer. The best companies don't wait for market shifts to force their hand — they anticipate them by staying in tune with customer needs and iterating rapidly. 

As a professional, this mindset can teach you how to proactively solve problems before they even emerge.

3. Optimizing Product Development
Product development isn't just about building something that works but creating something that genuinely resonates with the audience. 

With Design thinking, you can test prototypes early, gather feedback, and refine designs quickly. This reduces costly mistakes and shortens development cycles.

4. Streamlining Operations for Greater Efficiency
Design thinking helps teams work together more effectively by encouraging collaboration and a multidisciplinary approach. Companies are moving away from isolated departments and toward more integrated workflows. 

Thus, this approach can help you optimize your own work processes for better outcomes.

5. Securing Long-term Competitive Advantage:
In 2025, standing out is all about offering something unique and genuinely valuable. Companies that apply design thinking aren't just improving products — they're shaping experiences that create long-lasting connections with their customers. 

As a student or professional, understanding how design thinking helps businesses differentiate will allow you to think strategically and position yourself as a forward-thinker in your industry.

How Can upGrad Support Your Design Thinking Journey?

As you venture into design thinking examples in business, having the right resources and guidance is essential to mastering this powerful approach. 

upGrad stands out as a leader in providing accessible, industry-associated education that can equip you with the skills needed. Their blend of theoretical learning and practical application ensures you're ready to tackle challenges and drive innovation within your organization or as a freelancer.

Here are some of the top relevant programs offered:

• Professional Certificate Program in UI/UX Design & Design Thinking
• Introduction to Database Design with MySQL
• Complete Guide to Problem-Solving Skills
• Analyzing Patterns in Data and Storytelling

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