Design is not the same as making something look good. A beautiful product that does not work for the person using it is bad design. A plain-looking product that solves a real problem in the right way is excellent design. Design thinking is a method for solving problems by starting with a deep understanding of the people you are designing for, generating ideas, prototyping quickly, and improving based on what you learn from testing. It is used not just in product design but in building organisations, writing policies, designing programmes, and thinking through any complex problem where people are involved — which is almost every problem that matters.