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Apply Design Thinking to Build Empathy With the Business

Use design thinking and journey mapping to make IT the business’ go-to problem solver.

  • Business satisfaction with IT is low.
  • IT and the business have independently evolving strategy, initiatives, and objectives.
  • IT often exceeds their predicted project costs and has difficulty meeting the business’ expectations of project quality and time-to-market.

Our Advice

Critical Insight

  • Business needs are unclear or ambiguous.
  • IT and the business do not know how to leverage each other’s talent and resources to meet their common goals.
  • Not enough steps are taken to fully understand and validate problems.
  • IT can’t pivot fast enough when the business’s needs change.

Impact and Result

Product, service, and process design should always start with an intimate understanding of what the business is trying to accomplish and why it is important.

Apply Design Thinking to Build Empathy With the Business Research & Tools

Start here – read the Executive Brief

Read our concise Executive Brief to find out why you should apply experience design to partner with the business, review Info-Tech’s methodology, and understand the four ways we can support you in completing this project.

1. Research

Identify goals and objectives for experience design, establish targeted stakeholders, and conduct discovery interviews.

2. Map and iterate

Create the journey map, design a research study to validate your hypotheses, and iterate and ideate around a refined, data-driven understanding of stakeholder problems.

Apply Design Thinking to Build Empathy With the Business preview picture

About Info-Tech

Info-Tech Research Group is the world’s fastest-growing information technology research and advisory company, proudly serving over 30,000 IT professionals.

We produce unbiased and highly relevant research to help CIOs and IT leaders make strategic, timely, and well-informed decisions. We partner closely with IT teams to provide everything they need, from actionable tools to analyst guidance, ensuring they deliver measurable results for their organizations.

What Is a Blueprint?

A blueprint is designed to be a roadmap, containing a methodology and the tools and templates you need to solve your IT problems.

Each blueprint can be accompanied by a Guided Implementation that provides you access to our world-class analysts to help you get through the project.

Need Extra Help?
Speak With An Analyst

Get the help you need in this 2-phase advisory process. You'll receive 7 touchpoints with our researchers, all included in your membership.

Guided Implementation 1: Research
  • Call 1: Establish a design team.
  • Call 2: Create customer personas and identify a target market.
  • Call 3: Develop an interview questionnaire.

Guided Implementation 2: Map and iterate
  • Call 1: Develop a first-iteration journey map.
  • Call 2: Plan a research study.
  • Call 3: Test your hypotheses.
  • Call 4: Analyze the journey and ideate solutions.


Michael Blair

MaryAnn Welke


  • Alana Boltwood, Certified Management Consultant at Metimea Inc.
  • Goran Matic, Enterprise Data Governance Lead at Gamma Dynacare Medical Laboratories
  • Rogene Sears, Acting CIO at California Department of State Hospitals
  • Brady Thompson, Information and IT Architect at Ontario Ministry of Government and Consumer Services
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