Design Thinking: 5 success stories

Design Thinking: 5 success stories

The word ‘innovation’ is closely linked to Design Thinking to achieve a connection with the client. 

It’s no secret that companies like Starbucks or Coca-Cola are so well positioned thanks, among other factors, to the design of their establishments (both online and offline). 

Do you know how they did it? Let’s see 5 Design Thinking success stories.

But what exactly is Design Thinking?

It is an analytical, creative and intuitive design methodology to achieve problem solvings. In other words, Design Thinking allows you to build ideas based on the emotions that they may provoke in your target audience.

How is this methodology developed?

You will know very well that ideas for a product or project rarely come while we are sitting in the office chair. Generally, a field investigation is carried out that leads us to the point where the user is located.

By exposing ourselves to the reality of the market, we will be able to understand the client’s situation. 

And, based on this experience, we can offer solutions tailored to your needs. After launching the prototype, the impact generated is tested, and it is verified if it met the objectives.

It should be mentioned that this technique is applicable to other areas of the market. Among them, communication strategies or the creation of technological tools, among other business models.

Design Thinking success stories

1. Design thinking: Starbucks.

Design Thinking: 5 success stories

Have you ever wondered what it is that attracts so many people to Starbucks stores?

It seems that when Howard Shultz took over as CEO in 2008, he noticed that the chain didn’t project an ounce of personality. And he was not the only one to realize it: many people expressed themselves about the Starbucks house as “a coffee without a soul”.

In order to take action, he decided to close 600 old stores and recruit 350 designers. From then on, he began a redesign plan for the logo, the stores and even for the drinks.

Let’s see how this project turned out:

  • Location: The chain sent its designers around the world with the aim of absorbing the different local cultures. In New Orleans, they captured the essence of Jazz, and the theme instantly captivated their audience.
  • Redesign of the logo: They greatly improved it by giving prominence and a more humanized look to their famous mermaid.
  • Product: For each season, they choose trendy colours and adapt them to the final products. As an example, we can remember the Unicorn Frappucino, The Mermaid and Tie-Dye Frappuccino drinks.

2. Design thinking: Ikea

One of the best success stories of Design Thinking in Spain that the Ikea company had been the People Revolution project.  

In short, the executives observed that they should relax their rigid systematization in favour of the customer experience. They noticed that the internal processes were so marked that it did not allow them to think outside the box.

To change it, they gathered their collaborators and proposed to be closers with customers to get the feedback they needed. In this way, putting the consumer at the centre of the strategy, they significantly improved purchasing processes.

3. Design thinking: Coca-Cola


Would you believe us if we told you that, in its beginnings, Coca-Cola did not sell more than 9 bottles a day?

Such a figure forced them to reinvent themselves a thousand and one times until they achieved what we know today of the refreshing drink. In addition to the design adjustments, the concept also had to change. The communication of the brand went from “Take CocaCola” to convey happiness.

Without a doubt, this leap allowed them to reach many more people. Over the years, Coca-Cola continues to be synonymous with partying, sharing with loved ones and enjoying unrepeatable moments.

4. Design thinking: Spotify

Sometimes our lives become brief moments in a typical musical, don’t you think?

We know that the idea of a music player is not exactly new. However, Spotify hit the mark by offering a platform where finding your favourite music or podcast is even easier.

This may sound like advertising, but the value proposition is clear: facilitating the organization of streaming content. Bearing in mind that the advantage of saving time is irresistible for any user.

5. Design thinking: Ericsson

Without a doubt, when it comes to technology, yes or yes, you must know the demands of the market. For its part, Ericsson is leveraging connectivity and design to thrive in this rapidly advancing age of technology.

In the Ericsson offices, usability engineers, designers, web developers and business stakeholders, work in constant collaboration.

Your goal? The correct integration of the UX criteria (User Experience) in all its products. It is clear that for them there is no good design without user input.

Design is becoming more humane

All these success stories of Design Thinking show how design can change the feelings of customers and meet their expectations. 

In fact, this brilliant methodology will allow you to retain the loyalty of generation Z, which prefers, above all, a humanized brand.

Do you want to carry out a Design Thinking strategy in your company similar to the success stories that we have discussed? 

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