Design thinking is a user-centric approach intended to meet customer needs in the best possible way and find solutions for non-trivial problems. A non-trivial problem is firstly about a challenge with no off-the-shelf solution
. For example, it may be related to a fast-changing industry, unpredictability, or a lack of understanding of factors that can impact the final result.
Throughout history, people have faced numerous non-trivial problems, from cultural differences and social conflicts to global climate change. From a business perspective, an example of a non-trivial problem is the need for retention, competitiveness, or becoming the top player in the industry. To achieve this, companies are looking to optimize their existing processes with different tools, including technology. Startups
are also aware of design thinking stages, from validating business ideas to providing a better customer experience than their competitors.