Design Thinking is an iterative process. In the larger context, we understand then explore then materialize our solution.
Every step of the way is iterative. What we learn in one step of the process may cause us to go back and refine what we learned in a previous step. Especially when we prototype our ideas and see people interacting with it. We may discover that we may need to go back to the beginning and learn more about our target audience.
Design Thinking is a cycle. Once we have implemented our solution – a product or service or other experience – we still get feedback from our customers, learn and improve the user experience or make new experiences.
We discussed this in depth at a live online seminar for the Nielsen Norman Group. If you are interested in more on this topic then checkout the Design Thinking in Agile: Google Design Sprint vs. IBM Design Loop. PURCHASE RECORDING ($99)