If we want tomorrow to be any good, we’ve got to do improve it right now. The well-known American management professor Peter Drucker once said: “The best way to predict the future is to create it.” Yet to do that, we first have to learn how to make things better. Within that context, Design Thinking is naturally a popular paradigm. It refers to thinking about design and acting on it always with the design’s end user in mind.

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About the author

Author profile picture Eveline van Zeeland studied General Economics and Psychology. She is the owner of the Marketing Design Lab and senior lecturer in Research & Technology at HAN. Eveline is author of Basic book Neuromarketing and of the book Marketing Design with Customer Journey Mapping. She is also the author of several scientific papers on the theme of trust.