Implementing Design Thinking for Non-Designers: Learning Profiles from a Q-Methodology Study

Design Thinking (DT) has gained attention as a problem-solving method that drives innovation. However, the implementation and application of DT in firms seems challenging. While we know that especially non-designers have problems in adopting DT, we don't know why. Addressing this gap, this study investigates the learning experience of non-designers when Design Thinking (DT) is introduced into a firm. Relying on five projects in which 17 participants took place, Q-Methodology was applied, resulting in three learning profiles of the Empathic Collaborator, the Enthusiastic Missionary and the Focused Expert. Using an experiential learning lens, these profiles are described and explained. Our findings reveal the necessity to consider such learning types to increase the effectiveness of DT. In terms of theory, we found limited capability of existing frameworks to explain our findings, which call for theory that also considers personals traits and contextual factors when implementing DT.