Design Thinking

Design Thinking y Turismo

Design thinking or User-Centered Innovation

“Design thinking is a human-centered approach to innovation that draws from the designer's toolkit to integrate the needs of people, the possibilities of technology, and the requirements for business success.”

Tim Brown, president and CEO of IDEO


Design Thinking is a process, groups of methods and tools which allow us to generate innovations, new products and new services, or to improve that one’s already exists.

This methodology is based on the following premises (by Institute of Design at Standford):

  • Focus on Human Values: Empathy for the people you are designing for and feedback from these users is fundamental to good design.
  • Show Don’t Tell: Communicate your vision in an impactful and meaningful way by creating experiences, using illustrative visuals, and telling good stories.
  • Radical Collaboration: Bring together innovators with varied backgrounds and viewpoints. Enable breakthrough insights and solutions to emerge from the diversity.
  • Be Mindful Of Process: Know where you are in the design process, what methods to use in that stage, and what your goals are.
  • Embrace Experimentation: Prototyping is not simply a way to validate your idea; it is an integral part of your innovation process. We build to think and learn.
  • Bias Toward Action: Design thinking is a misnomer; it is more about doing that thinking. Bias toward doing and making over thinking and meeting.


This process is composed by 5 steps: Empathize, Define, Ideate, Prototype and Test.

The Design Thinking process first defines the problem and then implements the solutions, always with the needs of the user in the centre of the solutions. 

Why Design Thinking can be good for Tourism?

Tourist packages are a sum of several tangibles and intangibles assets which offers “benefits” to tourists. The tangible assets are infrastructures, equipments, etc., which are complemented with other intangibles assets like services, emotions, experiences.

Design Thinking methodology focuses in the interactions among tourists and tourist stakeholders carried out during the tourist experience.

Through the different Design Thinking tools, it is possible to know the deep motivations of customers and to elaborate a customer experience map where the most important contact points are detected. These detected contact points will be able to use to analyse the quality of the experience and the best options to improve it with the aim of increase the value of tourist experience.