Project Management Institute

Human Nature

Design Thinking Done Right Generates User Insights that Deliver a Competitive Edge

At a time when creative problem solving can make or break a business, design thinking is fast moving beyond the fringe and squarely into the mainstream. By focusing on the people for which projects and products are being built, teams can discover hidden opportunities. Whether teams are using an agile, waterfall (predictive) or hybrid approach, identifying users' less observed behaviors, subtler motivations and barriers to action can provide a competitive business edge.
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