“The design thinking ideology asserts that a hands-on, user-centric approach to problem-solving can lead to innovation, and innovation can lead to differentiation and competitive advantage. This hands-on, user-centric approach is defined by the design thinking process and comprises 6 distinct phases. The design-thinking framework follows an overall flow of 1) understand, 2) explore, and 3) materialize. Within these larger buckets fall the 6 phases: empathize, define, ideate, prototype, test, and implement.” Nielsen Norman Group