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Design thinking is a human-centered approach seeking to transform the way products, services and experiences are designed to add functional and emotional value. At the heart of this approach lies an empathetic understanding of human behaviour and needs, having the ability and courage to experiment (ideation and prototyping), bringing ideas to life (co-creation) and crafting meaningful stories enabling users to feel those experiences

Design thinking is defined as an analytic and creative process that engage people/organisations in opportunities to experiment, create and prototype models to redesign products/services/experiences for users.

KPMG’s in India Design Thinking service enables organisations and individuals to unlock their creative potential through a structured advisory, co-creation and enablement interventions.

The Design Process
The Design Process
Unlock new possibilities through Design Thinking
Unlock new possibilities through Design Thinking

Design thinking service offerings

KPMG in India offers a wide range of service offerings to develop, deploy and drive the adoption of design capabilities.

Some of our offerings include

Design thinking service offerings

Potential benefits of Design thinking services

By adopting Design thinking principles, a business can not only identify the latent needs of end users but also develop low cost working prototypes for the needs and test them in real time. Companies have also been able to transform the culture of the organisation to become more innovative, thus managing their top line and bottom line. The following are some of the key potential benefits:

  • Human and customer centric approach to solve problems
  • Does not only concentrate on the aesthetics of the product, but the functional and emotional aspect of design
  • Works on the principle of collaboration (from different aspects of business) and communication rather than isolation. This helps in bringing in multiple competencies and perspectives resulting in better solutions
  • Defines a framework of ‘Inspiration, Ideation and Implementation’ for strategic innovation.
  • Concentrates not only on the product / service but also building the ecosystem on making it implementable and marketable.

KPMG in India’s key differentiators

Service offerings

  • Holistic support on design journey from capability development, deployment and adoption
  • Proprietary service offering to match varying design needs and maturity of organisations (from ‘no design’ to ‘design as a culture’)
  • Provide design advisory and consulting to improve/transform existing service offering and/or innovate new service offering.


  • Strong collective experience of Subject Matter Expert (SMEs) across product, service, process and experience design 
  • Experienced and energetic team of highly skilled designers from various streams of design. Our facilitators have been continuously getting high feedback scores for their highly engaging delivery.

Domain expertise

  • Deep understanding of industry and functional domain to contextualise design to specific challenges of the domain.

Client coverage

  • Delivered interventions for top multinational clientele across automotive, banking financial services and insurance (BFSI), technology, consumer products, technology / IT, education sector, service industry and startups

Industry thought leadership

  • Conduct annual design research studies to gather insights on maturity of design in the Indian landscape and publish thought leadership / POV’s on the subject to evolve conversation on design in India. Our latest report on ‘Design and Innovation Quotient India 2018’ is available on this link : Click here