As South African businesses emerge from a turbulent 2024, 40% of companies identified inflation and macroeconomic volatility as a threat, and 23% are concerned about cyber risks. While 2025 brings the end of load shedding, falling interest rates, and a more stable fiscal outlook, it also presents its own set of challenges, including escalating geopolitical tensions, infrastructure failures, and climate change. Going forward, success depends on a shift from traditional problem-solving to human-centred design thinking — a powerful tool for turning complex challenges into actionable opportunities.  

In this complex environment, Ettienne Mostert, business and partnership development manager at the Hasso Plattner d-school Afrika at the University of Cape Town (UCT) says that design-led thinking can revolutionise how businesses operate, which is critical seeing that 45% of CEOs globally believe their company will not be viable in ten years if it stays on its current path. 

Business Innovation Begins with People

With the business environment in constant flux, he points out that traditional strategies often fall short, leaving organisations struggling to adapt. “According to McKinsey & Company, businesses that embrace design thinking not only stay ahead of the curve but also foster a culture of innovation that propels them towards success. By putting people at the centre of everything they do, these companies can create products, services, and experiences that resonate deeply with their customers.” 

“Design thinking is about understanding people’s needs and using this insight to create innovative solutions,” explains Mostert. “It’s a human-centred approach that emphasises empathy as a driving force behind problem-solving.”  

Paul Steenkamp, founder of design thinking-focused consultancy I Am Jack Frost, adds that by prioritising human-centricity, companies can create solutions that resonate more deeply with employees, leading to improved satisfaction, loyalty, and ultimately, business growth. “Design thinking also encourages cross-disciplinary collaboration and iterative development, allowing businesses to adapt quickly to market changes and trends, ensuring long-term sustainability and competitiveness.” 

Partnering for progress 

Mostert notes that through external partnerships with design thinking experts, businesses gain access to invaluable insights and methodologies that can transform their approach to problem-solving. “The first step is to uncover the human story driving the business challenge.” 

“By applying design-led methodologies, the expert can then propose and prototype potential solutions. As a result, the business not only gains exposure to the design-thinking process but also benefits from new, creative ideas,” he points out.  

An example of how design-thinking partnerships can deliver innovative solutions is the collaboration between the Western Cape Department of Cultural Affairs and Sport and d-school Afrika. Tasked with developing a sustainable public library service model, the design-thinking experts worked closely with department leaders, stakeholders, and community representatives to reimagine the library user experience. The resulting solution redefines the library’s role as a hub for inclusivity, lifelong learning, and a culture of reading. 

“More than just a strategic tactic, a design-thinking partnership is a catalyst for transformation, helping businesses — from multinational corporations to small startups — seize new opportunities for growth and success,” says Mostert.  

“The coming year is set to bring both opportunities and complex challenges. Leveraging the power of design thinking as an enabler offers businesses a valuable approach to navigating this change. By centring human needs and fostering collaboration, this methodology can guide organisations toward innovative solutions that not only address immediate problems but also lay the groundwork for sustained growth and adaptability,” he concludes.