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The Role of This Tool in the Fifth Phase of the Design Thinking Method
A Concept/Idea Pitch in the Deliver phase turns a developed solution concept into a structured, persuasive story that can be shared with decision‑makers, implementation teams, and external stakeholders.
It helps you articulate the idea, who it is for, what problem it solves, why it is better than current alternatives, and what is needed next (resources, decisions, pilots). This pitch is especially useful when you need to move from validated prototypes to formal approval, funding, or integration into existing programs, because it links user insights and test results to clear value, feasibility, and a realistic rollout path.
A Concept/Idea Pitch is most suitable for substantial, partially validated solutions where stakeholders expect some depth—such as new digital products (apps, platforms, portals), service redesigns (end‑to‑end journeys, new service lines), or process innovations that impact multiple teams or systems. It works best when you’ve already done meaningful discovery and prototyping, have some early test data or user feedback, and now need to secure budget, resources, and implementation commitment; in other words, when the idea is more than a sketch but not yet a fully funded project.
This method can become too detailed and heavy, overwhelming stakeholders with information and diluting the core message; it also requires more preparation time and supporting evidence (data, visuals, mock‑ups) than lighter pitch formats, which may not be available at very early stages. Because it is often used in formal settings, there’s a risk of over‑polishing the story to fit organisational politics or expected formats, potentially downplaying uncertainty or user‑centric nuances in favour of a cleaner, more “business‑case‑like” narrative.
The Procedure for Using This Design Thinking Tool
Step 1: Define the problem, target users, and the essence of your solution in one or two sentences.
Step 2: Organise your content into a simple flow: Problem → Insight → Solution → Benefits → Evidence → Ask.
Step 3: Select 2–3 key pieces of evidence (user quotes, test results, simple metrics, prototype visuals) that show the concept works and is desired.
Step 4: Write or outline a short presentation or narrative following your structure, then tighten wording for clarity, brevity, and logical flow.
Step 5: Practise delivering the pitch aloud, refine it based on feedback or self‑review, and adapt the emphasis for the specific audience (e.g., user value vs. ROI).
Next Steps in Your Design Thinking Journey
Continue your innovation journey with the following 3 Options to deepen your Design Thinking practice and amplify your impact.
