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Design Thinking by L'École de design

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Incorporating design into your company culture to innovate sustainably

Jean-Luc Barassard, director of the Business Strategy department at L’École de design, defines innovation as follows: “It should be a vision of the very best that an organization could offer its clients or users, even before technological performance. It’s a methodology which puts the user back at the heart of the process by outlining scenarios that skillfully combine the clients’ underlying desires, the economic viability of the offer and the technological feasibility of the products and services”.

This approach is at the heart of Design Thinking made popular by the American agency IDEO. It has since been applied by major companies such as Apple which, when it launched the iPhone, managed to identify the innovation potential of the new uses of smartphones when all the technologies implemented were available to all its competitors. The company achieved this by changing its way of working, building use scenarios, thinking about customer experience and the services it could offer in different use contexts…

As a result, the company produced a new vision which gave rise to new solutions. And they met their objectives!

The double diamond: Design Thinking methodology

Design – a strategic discipline to accompany this transition

Innovating through design means first offering a team a new approach to problem-solving, to help them think and act differently. All the organizations who have managed to innovate disruptively have created a new company culture in order to:

  • Work more collaboratively and erase the notion of working in silos,
  • Implement more flexible and iterative working methods so that the best development paths are chosen more quickly,
  • Encourage the expression of their team’s creativity to help circulate fresh ideas,
  • Co-construct with their clients to gain a better understanding of the expected value creation,
  • Create a vision of their future activity to pool company resources.

This new company culture requires new working methods and new experiments which raise questions about certainties.
The aim: to extend the realm of possibilities and encourage the development of soft skills (creativity, collective intelligence, the ability to construct imaginaries and listening skills).

Exemple of service design

A continuing education program for design-led innovation

L’École de design Nantes Atlantique is here to help you create this flexible and creative company culture. Our user-centered training modules stimulate participants’ creative vision and provide the tools for understanding and imagining the user experience. An essential step towards a new form of innovation inspired by design…

Our Design Thinking modules (available on an intra-company or inter-company basis):

All our Design Thinking training programs are run by professional designers.


Jean-Luc Barassard

Business Strategy Director
Laura Sevo and Stéphanie Landais
Continuing Education Officers
[t] +33 (0)2 51 13 50 70
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