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Dr Magdalena Bartczak
ORCID: 0000-0003-0352-0194
Doctor of economics, experienced manager and lecturer. For over 20 years I have been managing large brands such as: Morliny, Vitax , Massive, Grześki, Goplana, Familijne, Jeżyki, Akuku, and several minor ones. I never stop learning and advancing, gladly sharing the knowledge I have obtained, since, apart from my professional work, I also do lectures, trainings, exercises, and workshops, and publish articles that present my own view on contemporary reality of business.
DOI: 10.33226/1231-7853.2020.5.3
JEL: M3, M31

Combining business objectivity and rationality with subjective experiment-based design is seemingly contradictory. However, a new understanding of the term 'design' as being not only creative but also responsible, useful, and problem-solving to the same extent, has paved the way to developing a new work method — design thinking. The article's aim is to familiarize the reader with the method, its stages and benefits, especially emphasizing the aspect of explaining practical solutions, tools, results, and effects. Design thinking allows to create unique solutions, since they are based on empathy, a thorough identification of the needs of users, while being rational business-wise. Working with design thinking is a creative as well as organized process. It is presented and characterized in the article, and supplemented with a new service, developed and implemented by the author — Goplana chocolate workshops, addressed to children.

Keywords: design thinking; creativity; design proces

Doctor of economics, experienced manager and lecturer. For over 20 years I have been managing large brands such as: Morliny, Vitax , Massive, Grześki, Goplana, Familijne, Jeżyki, Akuku, and several minor ones. I never stop learning and advancing, gladly sharing the knowledge I have obtained, since, apart from my professional work, I also do lectures, trainings, exercises, and workshops, and publish articles that present my own view on contemporary reality of business.