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This includes a full up-skilling whilst working to understand and correctly 'frame' the challenges faced by the destination and industry. Through an absurd ideation process, ideas are generated with users in mind.

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What is Design Thinking?

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Design thinking focuses on the experience of people and aims to improve it. It is a way of looking for smart and effective solutions to challenges, a mindset that helps you improve the current experience of people you serve: your users.

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Design Thinking isn’t just for designers: everybody has the potential to innovate and find effective solutions to big or small problems.

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• A focus on user outcomes: drive your DMO by helping users achieve their goals.
• Restless reinvention: Stay essential by treating everything as a prototype.
• Diverse Empowered Teams: Move faster by working together and embracing diversity.

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Throughout the RDR Programme, remember that

• Design Thinking changes the way we work, reflect, look at situations.
• Agile Working changes the way we deliver,  through individual responsibility, transparent working methods, flat hierarchy, flexibility, iteration, pin-pointed expertise and internal centres of excellence.

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Brainstorming Challenges - The 5-WHY Activity

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Let's go deeper and understand the problems that lie in the current scenario, looking into who are the people involved, how they are affected and how they are reacting. What are your challenges? What do you feel is holding you back?

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Then Problems that organisations consider non-human are primarily related to people. To find a solution to your challenge, you need to focus on the Users that are affected by this problem.

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“A problem well-stated is a problem half-solved.” Charles F. Kettering

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A 'problem statement' is a way to translate the challenge you are facing into words. A problem statement has this structure:

'Our users struggle to achieve some tasks today because they have this limitation'.

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In this first activity, you will focus first on brainstorming challenges and identify the most relevant ones you and your users are facing.

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Then you will translate challenges into a problem statements. Then, by asking WHY? five times you will be able to frame the challenge, getting to the root cause of the problem and to a simplified and updated version of your problem statement, which will be adapted in the last box.

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Brainstorming Challenge Demo

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Watch Nick and the team lead members of several destinations as they work through the various steps of this challenge.

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