Design thinking
is in our DNA

Design Thinking is all about making things better. It is an iterative and creative problem-solving approach that creates value for our customers, colleagues and the business.

Design Thinking is human-centric – its focus is upon understanding people; how they live their lives and what their goals, wishes, motivations, fears and pain points are. This allows us to first understand their problems, then to create attractive and useful services and propositions for them.

Diagram of a circular process flow for product development, starting from 'Ideate' and progressing through 'Prototype,' 'Implement,' 'Assess,' 'Optimise,' 'Empathise,' 'Define,' and back to 'Ideate,' with a smaller loop involving 'Mobilise' at the bottom.

Process

  • A pattern of black triangles pointing in different directions on a white background.

    01 / Mobilise

    Agree scope and clear deliverables for a problem to solve.

  • Simple black line graph with four peaks and valleys.

    02 / Empathise

    Understanding of customer needs, motivations and frustrations to help us define the right problems to solve.

  • Black polka dots on a white background

    03 / Define

    Define Insights, sharpen problem statements and articulate design challenges.

  • Line drawing of a target with multiple concentric circles and a crosshair at the center.

    04 / Ideate

    Co-create a promising range of potential solutions that have value for our customers.

  • Simple black and white geometric pattern with squares and rectangles.

    05 / Prototype

    Enables us to de-risk the delivery by bringing ideas to life, testing with customers to gain feedback, confirm their value and iterate.

  • Cluster of black circles connected by lines

    06 / Implement

    Translate designs and prototypes into delivery, getting solutions to market.

  • Black and white striped background

    07 / Assess

    Measure the success of live solutions with users’ feedback and data, ensuring original objectives are being met and/or uncover new opportunities.

  • Barcode with vertical black and white stripes

    08 / Optimise

    The Optimise phase sees us prioritise areas for improvement, define the next problems and scope the resources required to understand, explore and solve them.

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