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Powerful stories that highlight the adversity of what it means to be a leader today.

What is Enterprise Design Thinking?

Enterprise Design Thinking is the framework IBM uses to collaborate, align teams and form intent to solve users’ problems — all while improving customer experiences at the speed and scale the modern enterprise demands. Our focus is on the outcomes that delight your users and deliver increased value to meet your business goals.

The benefits

Form intent behind solutions and outcomes.

Deliver breakthrough solutions that fulfill your users’ needs.

Drive positive outcomes at speed and scale.

The Design Thinking methodology

Design Thinking Principles

Design Thinking begins with a set of principles that frame a way to see problems and solutions from a new point of view. These principles provide the foundation for delivering solutions that meet or exceed your users’ expectations. These principles include:

  • A focus on user outcomes
  • Diverse empowered teams
  • Restless reinvention

Learn about the IBM Design Thinking principles

The Design Thinking Loop

In the midst of uncertainty, we need a model for action. We call this model the Loop: a continuous cycle of observing, reflecting, and making. Go in any order you like, take as many iterations as needed. The thing about continuous improvement is that you’re never done. There will always be a better solution just around the corner.

It drives our clients to understand the present and envision the future. It enables clients to build on their successes and learn from their failures along the way. When taken to heart, the Loop keeps everyone moving forward despite the uncertainty the future may hold.

Learn about the IBM Design Thinking loop

Learn how IBM iX clients have applied Enterprise Design Thinking for success

Educational resources


Discover what’s next for the world’s business leaders by reading our insights into the intersection of strategy, creativity and technology.


Find out how organizations approach customer experience ownership, strategy, cross-functional collaboration and the use of data.

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Meet our experts

Joanna Peña-Bickley

Global Chief Creative Officer, IBM iX

Andie P. Brodowski

Head of Dubai Studio, IBM iX, Middle East and Africa

Lorna Feeney

Creative Lead, IBM iX North America