The nature of design thinking in business

The subject of the study is the essence and features of design thinking in business.The purpose of the study is to analyze and systematize existing definitions of design thinking, aswell as to present one's own vision of the essence of this concept.Research methods. The work uses the method of theoretical generalization, the method of analysisand synthesis, and the abstract–logical method.Work results. The article explores the nature of design thinking as an effective tool for solvingcomplex business challenges and implementing innovative solutions. Historical aspects of thedevelopment of this concept are revealed. The main features of the design thinking are examined: in–depth study of the consumer experience, a focus on empathy, clear problem definition, idea generationthrough brainstorming, prototyping, and testing.Scope of the results. Enterprise economics, enterprise management, competitiveness of the інжеenterprise,enterprise innovation.Conclusions. Design thinking has undergone significant development, evolving from a concept basedon cognitive science and design practice to a widely recognized methodology across various fields.Modern research highlights the human–centeredness, innovation, and creativity of design thinking. Itis established that its primary goal is to develop solutions aimed at engaging consumers by improvingproducts (services) and fostering an innovative organizational culture within enterprises. It is foundthat design thinking is focused on a deep understanding of customer needs, enabling businesses tocreate products and services that meet market demands, thereby enhancing customer satisfactionand loyalty. Implementing this concept in domestic enterprises allows for the development of newsolutions to complex problems and stimulates systemic change. The analysis shows how combiningtraditional business thinking with design thinking allows companies to remain competitive, adapt torapid changes, and develop innovative solutions. A significant value of the design thinking concept is thatit allows forecasting project implementation costs during the development phase and focuses on themost promising ideas that align with the company’s financial capabilities, reducing risks and optimizingresource use. It is emphasized that design thinking has broad applications not only in business but alsoin government and academic institutions, contributing to socio–economic development.