Customer-Centered Transformations

Design thinking improves your innovation potential.

Design thinking has seen steady adoption as a way to innovate in a customer-centered manner and has been shown to reduce innovation risk. In comparison with traditional innovation methods that are solution-driven, design thinking starts from the target and their problems, meaning only solutions that solve a need are created.

Design thinking has not only been successfully used for innovation purposes, but also for a customer-centered approach to process and organizational improvements.

The reason for this is that design thinking is not just an innovation methodology, it is also a mindset that focuses the attention on the customer. Additionally, due to its flexibility it is easily combined or integrated with other methodologies, business strategies, social innovation models, and management practices.

U.SENTRIC supports organizations:

  1. To perform design thinking projects to create customer-centered innovations
  2. To acquire design thinking skills so they can change the way they work and innovate


Logo JBC

JBC worked with u.sentric to improve the experience of young families and children in their stores. Together we set up a design thinking project to create new ways to increase the time spent in stores. The outcome of the projects were several creative and playful                                  solutions that were launched in two concept stores, one in Germany and one in Belgium.

Solvay asked u.sentric to train their global high-potentials in design thinking. To achieve this a 6-month remote program was crafted for 60 high potentials. During this program the different teams worked on business cases and were taught to apply design thinking from start to finish under the supervision of an experienced coach.

Our approach

1. Tailored to your project

There is no one-size-fits-all approach, because all organizations, customers, and challenges are unique. The approach and creative method we use depends on whether the focus is on users, experts, or internal stakeholders. We align with you on tools, techniques, participants, location, and timing.

2. Rooted in understanding

We don't assume to know your problem, but we do know how to understand it thoroughly. We observe, explore, and interact with your customer, user, or stakeholder to provide you with advice-based on facts and real-life experiences.

3. Broad experiences & expertise

Your challenges deserve the best. We have a multidisciplinary team with strong roots in human-centered design and extensive experiences in different fields with organizations both large and small.