Design Principles


Design thinking is a non-linear, iterative process that we use to understand users, challenge assumptions, redefine problems and create innovative solutions to prototype and test.

At Matchinglink we use 4 design thinking principles:

1. Iterate, iterate, iterate: to avoid errors and risk make sure to keep on iterating your designs to build stronger design solutions

2. Put people first: your people (or users) should be at the forefront of your designs, understand their needs, strengths and aspirations.

3. Collaborate and co-create: learn and work with others, be inspired by what others are doing.

4. Communicate: get people involved, help them understand the problems you’re trying to solve and use them to generate more ideas.



The first step is discovery, learning about the problem and starting the initial research into the challenges and problems that need to be solved. Discovery can produce lots of different outcomes. Sometimes technology is the answer, other times just changing processes or even changing strategy.

Empathy is crucial because it allows you to set aside your own assumptions about the world and gain real insight into users and their needs. We ask lots of questions — some challenging — and put ourselves in your shoes. We try to look at your world in a fresh way, noticing new things and gathering insights.

Discovery adds value in itself because more often than not the problem will be reframed.



In this stage we create the first Minimal Viable Product (MVP) based on all ideas gathered in the former stages. Working with the end in mind this MVP is flexible enough to facilitate all future releases of the solution.

The MVP is put to the test as early as possible to the check whether we are still on track. Needles to say that we co-create with all stakeholders iteratively and in an agile way.

Divergent and convergent thinking


What you’ll see when using this approach is that you’ll be using 2 types of thinking, which are:

1. Divergent thinking – where you consider anything and you’re open to new ideas. This will be in the discovery and development phases.

2. Convergent thinking – when you’re trying to define and deliver your solution, you’ll then be thinking narrowly, focusing on a few ideas to try and solve your problem through solutions.