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6 Key Design Thinking Principles
Seeing the hidden.
Take a step back and
re-look at there
challenge from
different angles. Are
there underlying
assumptions that can
prevent you from
uncovering the real
business challenge
faced?
ReFRAMING COLLABORATIVE
USER
UNDERSTANDING
COLLABORATIVE:
Embrace
differences.
Learn to work in a
collaborative and
multi-disciplinary
setting to encourage
different
perspectives in any
problem-solving.
Know the person behind your
customer.
Through various tools and methods,
gain a deeper insight into your users’
behavior and unearth their real needs
and values.

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5
6 Key Design Thinking Principles
ReFRAMING
Seeing the hidden.
Take a step back and
re-look at the
business challenge
from different angles.
Are there underlying
assumptions that can
prevent you from
uncovering the real
business challenge
faced?
IDEATION
No idea is too wild.
Encourage everyone in
your business to give
ideas quickly and avoid
restraints. Generate a
wide range of human-
centric solutions and
work from there.
Test It Out.
With simple and cheap materials, refine
your ideas by creating low-cost
prototypes. Validate your concepts
through role-play or getting users’
feedback quickly.
PROTOTYPING

1
6
6 Key Design Thinking Principles
ReFRAMING
Seeing the hidden.
Take a step back and
re-look at the
business challenge
from different angles.
Are there underlying
assumptions that can
prevent you from
uncovering the real
business challenge
faced?
INTEGRATION
Gain the Big Picture.
See a holistic view of your business and design
strategies to create more value for everyone.