Kozlova Elena Vitalievna

The article is devoted to the study of design thinking as a new approach used by modern companies to solve problems of various levels of complexity (and their comprehension), and the implementation of favorable opportunities. It presents a retrospective view on the development of design thinking, identifies priority sectors of its application, and reviews the definitions of the concept by leading researchers. It is shown that designers in the modern economy are beginning to play an increasingly important strategic role. This is due to the fact that the twenty-first century is becoming a century of constant innovation, and innovation for companies is becoming a survival strategy. The article provides a comparative description of two approaches (methods) to managerial decision-making (business thinking and design thinking) and discloses an algorithm for applying each of them on a specific example. The stages of the design thinking process (empathy, analysis, and synthesis, generation of ideas, prototyping, testing, storytelling) are singled out and a brief description of each of them is given. Particular attention is paid to the justification of the need to form a cross-functional team to achieve results, shows its participation in the implementation of a specific project, and formulates questions to improve the effectiveness of teamwork in business. The author analyzes the experience of applying design thinking in a particular company, which allowed it to take a leading position in its segment of the global market. It is concluded that design thinking helps company managers to rethink the essence of business, better understand the needs of their customers, identify the most profitable niches and implement appropriate innovative projects.