Mind Mapping for Design Thinking

Marco Ossani explores how mind mapping can support the full design thinking process—from initial empathy and research to prototyping and testing. Drawing on decades of consulting and facilitation experience, Marco shares practical tools and templates for applying design thinking in organisations, with a strong focus on mapping techniques. The session includes a real-world healthcare innovation case study that illustrates how structured, visual thinking leads to powerful solutions. Key Themes & Topics: [00:03:24] Design Thinking: Definitions & Principles Explains design as purposeful problem-solving, and design thinking as a human-centred, iterative approach to innovation. [00:07:32] Tim Brown’s IDEO Definition Design thinking balances desirability (human needs), feasibility (technology), and viability (business). Mind mapping supports all three. [00:10:54] The Design Thinking Journey Mapping the journey from challenge to solution through 5 core phases: Empathize, Define, Ideate, Prototype, and Test. [00:13:37] Empathize Phase – Observation & Insight Gathering: – Knowledge View Map (facts, beliefs, unknowns) – Empathy Map (feelings, actions, environment, pain/gain) – Observation Map (5W1H format for behavioural analysis) [00:20:33] Define Phase – Framing the Challenge Using mind maps to synthesise broad feedback and pinpoint the core challenge that needs to be tackled. [00:22:15] Ideation Phase – Brainstorming Approaches – Individual ideation ? group sharing ? plenary clustering – Use maps for affinity clustering and idea grouping – Computer mind maps help manage and refine group input asynchronously [00:28:30] Prototyping Phase – Bringing Ideas to Life Maps help define, visualise, and iterate prototypes—especially useful when the solution is intangible (e.g. a service, system, or process). [00:32:18] Testing Phase – Collecting Feedback Tool: – Feedback Map (what works, what doesn’t, what to change, and multiple “why” questions to dig deeper) [00:36:57] Full Design Thinking Summary Map Shared as a visual summary of the process: challenge, empathy, ideation, prototyping, testing, and iteration. [00:38:17] Crowdfunding as Prototyping Platforms like Kickstarter used as test beds for desirability and investment, linking user response to early-stage ideas. Audience Q&A Highlights – Duration of the process: Should not be rushed; different phases require separate sessions to avoid “lukewarm” thinking – Real-world application example: – A healthcare case addressing hospital-acquired infections – Involved behavioural observation (e.g. doctors not washing hands) – Over 70 prototype iterations led to a wearable badge + sensor system – Resulted in a 60% reduction in infections – Role of mind maps: – Helped teams synthesise data, cluster ideas, and design feedback – Provided structure and clarity, especially useful in divergent/convergent thinking phases – Even basic “proto-maps” proved helpful for teams to connect distant concepts – Maps supported standardisation of process across teams – Creative thinking insight: – Innovation often comes from connecting distant domains, something mind maps are uniquely suited for – Maps help teams “see the big picture” and spot patterns across information silos Featuring iMindMap