Lesley Tully from Bank of Ireland outlines the core principles of design thinking and highlights some start-ups she has spotted with great potential.

For Lesley Tully, head of design thinking at Bank of Ireland, her role is about bringing creativity to the business.

She believes any business can benefit from design thinking and its human-centric approach to problem solving.

“What that means is design thinking is focused on generating deep consumer insights; hidden needs around consumers and non-consumers of your product or service. Any start-up, any business that is using that methodology will allow itself [to] understand its customers better.”

Words by Elaine Burke