Design for Good: Design Thinking in Ecommerce

Image from Upsplash by Amelie Mourichon

Design Thinking & Me

I recently had the pleasure of writing & delivering the Design Thinking module for the the Arts University Bournemouth (AUB)'s MA in Graphic Design program.

Working with students alongside my ecommerce consultancy clients, I've seen how this innovative methodology can be used in various different settings, from product design to systems design, through creating the perfect Design Brief to crafting effective user journeys and UX design.

In today's digital-first world, where customer experience and sustainability increasingly drive success, Design Thinking has become an indispensable tool.

The Design Council's Double Diamond

The UK Design Council's renowned Double Diamond model has proven particularly effective. Its 4-step process of: DISCOVER | DEFINE | DEVELOP | DELIVER works through all the stages needed to really understand a problem, clearly define it and then do what comes as second nature to us ecommerce professionals: ideate solutions, create prototypes and then TEST, TEST, TEST and LEARN before delivering a not-usually-very-final solution.

The process can be used to:

• Discover and Define: Understand customer pain points and market opportunities

• Develop and Deliver: Create and implement customer-centric solutions

This model is currently driving the Design Council’s "Design, differently" initiative which shows how e-commerce can contribute to sustainability through better design of digital services, packaging, and delivery systems.

The Classic Five-Step Model designed by the Stanford School

This, arguably more common approach, delivers the same results but breaks the process down into 5 steps:

1. Empathise: Understand online customer behaviors and needs - really get to the root of the problem

2. Define: Identify & define the specific e-commerce challenges we’re looking to resolve

3. Ideate: Generate innovative digital solutions

4. Prototype: Create MVP versions of features

5. Test: A/B test with real customers

Google Design Sprint for E-commerce

The evolution of the Design Thinking Process gave rise to the five-day Google Sprint framework is particularly powerful for online retailers and digital designers alike:

• Day 1: Map the customer journey

• Day 2: Sketch solutions for conversion rate optimisation

• Day 3: Decide on implementation priorities

• Day 4: Build functional prototypes

• Day 5: Test with actual customers

E-commerce Innovation Through Design Thinking

For digital commerce teams, Design Thinking can really drive improvements across the Customer Experience, optimising shopping journeys, personalisation strategies, creating efficient mobile-first designs and refining checkout flows.

In Operations we can streamline inventory management systems, order fulfillment processes, returns handling & customer service protocols. And the environmental benefits to creating sustainability initiatives, including eco-friendly packaging design, carbon-neutral shipping options, digital waste reduction, sustainable supply chain optimisation are ones we should all be embracing.

Designing for Good in E-commerce

The Design Council's "Design, differently" initiative helps us understand how e-commerce can contribute to sustainability with circular economy business models, energy-efficient digital experiences & hosting and supply chain initiatives

Certainly anyone considering embarking on B-Corp Certification (talk to me if you are!), will no doubt need to be looking to improve sustainability in all areas of your business, and Design Thinking can really help - not just in the solutions that we create but in really analysing and defining the “right” problem.

As e-commerce continues to evolve, Design Thinking provides a structured yet flexible approach to creating meaningful change. Whether using the Design Council's Double Diamond, the classic Stanford School five-step model, or Google's Design Sprint, the principles remain consistent: understand your customers deeply, collaborate across teams effectively, and iterate quickly based on real data.

By embracing these methodologies, e-commerce businesses can create solutions that serve their customers, their bottom line, and the planet—truly designing for good in the digital age.

If you want to learn more about Design Thinking, becoming a B-Corp or being a more sustainable Ecommerce business, do get in touch!