Design Thinking

Design Thinking is a methodology to solve complex problems, and find desirable solutions for clients. It draws upon logic, imagination, intuition, and systemic reasoning, to explore possibilities of what could be, and to create desired outcomes that benefit the end user (the customer).

A design mindset is not problem-focused; its solution focused, and action oriented. It involves both analysis and imagination.  At AnAr, we see design as strategy in action, focused on results. We help our clients envision a better future and get there successfully. We help them leverage design’s power to generate innovative solutions that effect real transformation.

What are the distinguishing characteristics of Design Thinking?

  • Finding simplicity in complexity
  • Beauty as well as functionality
  • Improving quality of experience
  • Creating elegant solutions
  • Serving the needs of people

Design Thinking is human-centered – so focus on people / customers and their needs and not on a specific technology or other conditions. It is an iterative learning process and it enables a higher expertise in the field of human needs and supports variety of results. Basically, Design Thinking projects consist of diverging and converging phases. It enables team members to think diverse which build the base for the converging finalization. Tangibility, experiencing and testing of results are essential basics of design thinking. The Methods therefore used are observations, interviews, brainstorming; prototyping…Prototypes allows end-users to participate early in the innovation process.


Understanding is the first phase of the design thinking process.  The goal is to develop background knowledge through these experiences. They use their developing understandings as a springboard as they begin to address design challenges. Watch how people behave and interact and then observe physical spaces and places. The understanding and observation phases of design thinking helps develop a sense of empathy.


In this phase of design thinking, the focus is on becoming aware of peoples’ needs and developing insights. The phrase “How might we….” is often used to define a point of view, which is a statement of the:

user + need + insight

This statement ends with a suggestion about how to make changes that will have an impact on peoples’ experiences.


Ideating is a critical component of design thinking. We are challenged to brainstorm a myriad of ideas and to suspend judgment. No idea is to far-fetched and no one’s ideas are rejected. Ideating is all about creativity and fun. In the ideation phase, quantity is encouraged.


Prototyping is a rough and rapid portion of the design process. A prototype can be a sketch, model, or a cardboard box. It is a way to convey an idea quickly. We can learn that it is better to fail early and often as they create prototypes.


Testing is part of an iterative process that provides us with feedback. The purpose of testing is to learn what works and what doesn’t, and then iterate. This means going back to your prototype and modifying it based on feedback. Testing ensures that students learn what works and what doesn’t work for their users.

Thus, if you have to develop new products or service prototypes, have to establish new business models, Change actual structures, Improve of innovation culture – Design Thinking is the most suited.

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