The general methodology that we teach in the I.D. Studio is commonly referred to as "Design Thinking".  Design Thinking has emerged as a best-practice set of methods and mindset, wherein traditional analytical skills are merged with creative, divergent thinking skills in an intentionally structured, yet highly flexible and dynamic process.  Design Thinking reflects ideas, behaviors, and wisdom from a wide variety of fields including psychology, anthropology, art, business, design - and virtually every other field of study or practice. 

Design Thinking can be applied to many contexts and disciplines – from business, to government and non-profit. It is often used to identify new product and service concepts and business models, but is equally relevant to other problem solving contexts such as process improvement and new venture creation.  Generally speaking, Design Thinking is best applied in situations in which the problem, or opportunity, is not well defined, and/or a breakthrough idea or concept is needed.

Our framework for Design Thinking: Identify (Discover & Define), and Solve (Create & Evaluate)

Our framework for Design Thinking: Identify (Discover & Define), and Solve (Create & Evaluate)



Interested in learning more about Design Thinking?  Check out the book co-edited by W&M professors Michael Luchs and Scott Swan.

We believe that Design Thinking is best taught in a studio where participants are guided through experiential activities that promote active, group-based exploration of a problem or opportunity. In the I.D. Studio, students learn to use empathic research methods, structured idea generation, and an iterative approach to prototyping concepts and soliciting feedback.

Space is the ‘body language’ of an organization
— Make Space

Watch the 2 minute video below to get a sense of what we do, and how we learn, in the I.D. Studio.