What Do Groceries and Shoes Have to Do with Design Thinking?

Written by: Olukayode Adebiyi & Kirsti Earl

Our design thinking journey began from different perspectives.

During Laurea’s second-phase admission process, we took part in a group discussion about how artificial intelligence is shaping our world. Kirsti saw many possibilities in AI while also noting that how we use it matters. Olukayode was more cautious about how much personal information and decision-making we are willing to hand over to technology.

Online grocery shopping became our unlikely example. Do we want others to select which tomato looks right or which avocado feels perfect, when these choices are based on personal preference? What one person would choose, another might leave behind. What we discovered was that different perspectives create better questions.

From strangers to Chill Gang 5.0

When we met again during orientation, there was already a sense of familiarity. In Tschimmel’s (2026) intensive Design Thinking Masterclass, we were assigned to a group and became part of Chill Gang 5.0.

The two days were fast-paced, visual, and highly collaborative. We interviewed each other, clustered observations, and challenged our assumptions before moving on to generate ideas. Each step pushed us to look at the problem from a different angle rather than jumping straight to a solution. ​This connected with Buchanan’s (1992) idea of wicked problems.​ Design problems are not always clearly defined, and how we frame a problem influences the solutions we begin to see. Brown (2008) describes design thinking as a human-centred approach to innovation. We experienced this in practice by learning to ask, “Who are we designing for, and what do they really need?” before asking, “What should we build?”

Empathy can start with shoes

One memorable exercise began with something surprisingly simple: shoes. We found people wearing similar shoes and talked about why we had chosen them, how comfortable they were, and what influenced our choices. An everyday object suddenly revealed personal stories, habits and preferences.

The exercise gave us a simple lesson in empathy. What we see does not necessarily tell us the whole story. ​Kouprie and Sleeswijk Visser (2009) describe empathy in design as stepping into another person’s world, connecting with their experience and then stepping back to reflect.​ We carried this mindset into creating personas and exploring the challenges faced by new and international students. These insights then became the starting point for our ideas.

Our first idea was not our final idea​

​​During the ideation exercises, we also learned not to settle too quickly.​ The goal was first to create possibilities rather than judge them. Our wall filled with sticky notes as we built on each other’s ideas, combined them and explored different directions. Some ideas disappeared while others sparked something new. We began to see that letting go of an idea was not a failure, but part of finding a stronger solution. ​This experience also connected with Kelley and Kelley’s (2013) idea of creative confidence.​ It means having the courage to act on ideas, experiment and learn without being afraid of getting things wrong.

​​From insights to NEST​

​​The process eventually led us to NEST – Navigate, Explore, Study, Thrive – an app-based prototype concept designed to support students during orientation and throughout their studies.​ Kolko (2015) emphasizes the importance of focusing on the user experience and making interactions with systems more intuitive and human. As we developed the concept for NEST, this reinforced the need to design around students’ needs rather than simply focusing on the features of the app. ​NEST was not one brilliant idea that appeared suddenly.​ It grew through listening, reframing, discussing, rejecting, combining, and testing. 

That may be our biggest takeaway from the Masterclass. Design thinking gave us a way to explore different perspectives rather than trying to find the right answer too quickly. By listening, questioning assumptions and experimenting with ideas, we were able to turn those different perspectives into something meaningful.

Different perspectives + empathy + experimentation = better questions and more meaningful solutions.

References

Brown, T. 2008. Design thinking. Harvard Business Review, 86 (6), 84-95. Accessed 18 September 2026. https://designthinkingmeite.web.unc.edu/wp-content/uploads/sites/22337/2020/02/Tim-Brown-Design-Thinking.pdf

Buchanan, R. 1992. Wicked problems in design thinking. Design Issues, 8 (2), 5-21. Accessed 18 September 2026. https://web.mit.edu/jrankin/www/engin_as_lib_art/Design_thinking.pdf

Kelley, D. & Kelley, T. 2013. ​Creative confidence: ​Unleashing​ the creative potential within us all.​ New York: Crown Business. 

Kolko, J. 2015. Design thinking comes of age. Harvard Business Review, 93 (9), 66-71. Accessed 18 September 2026. https://cdn-assets.fedwebplatform.org/fed-42/2892/design_thinking_comes_of_age.pdf

Kouprie, M. & Sleeswijk Visser, F. 2009. A framework for empathy in design: stepping into and out of the user’s life. Journal of Engineering Design, 20 (5), 437-448. https://doi.org/10.1080/09544820902875033

Tschimmel, K. 2026. ​Design thinking masterclass at SID. [lecture].​ Held on 4–5 September. Laurea University of Applied Sciences. 

Images

The featured image was created with the help of ChatGPT. Workshop photographs were provided by the Design Thinking Masterclass instructors, Laurea University of Applied Sciences.

Comments

10 responses to “What Do Groceries and Shoes Have to Do with Design Thinking?”

  1. eliferdogan Avatar
    eliferdogan

    Test comment!

  2. sarojshrestha689a7ee139 Avatar
    sarojshrestha689a7ee139

    I really enjoyed reading your blog. I liked how you used simple examples like groceries and shoes to explain Design Thinking and empathy. The way you showed how different perspectives can lead to better questions was very interesting.

    I also liked how you explained the journey from different ideas to the NEST concept. Your point that the first idea does not always have to be the final idea was very relatable. Overall, your blog was clear, creative, and enjoyable to read. Well done both of you.

  3. Mike Sylvia Avatar
    Mike Sylvia

    I really appreciated how you described the existential struggle with AI (and technology more broadly) at the beginning of your post, and how human-centered design was at the core of the Design Thinking process. It cut straight to the tension between a tactile experience in the real world – taking in the tomato in its totality: how it feels, looks, and smells indicating how it might taste – versus the simulated construction of what the “perfect” one looks like to an AI. I know I certainly don’t want AI slop in my grandmother’s spaghetti sauce recipe!

    It was a natural thread through your design process as you pooled your team’s very human experiences into defining and describing a shared problem to work out a shared solution.

    In the physical world, creation is messy. And as we saw over two days, so is the Design Thinking process in creating a new service or product!

  4. andreiapaisdacunhateixeira Avatar
    andreiapaisdacunhateixeira

    Small note, I love the heading!!

    I relate with your observations and the whole experience. It was truly exciting to form groups according to subsjects and items we shared in common, starting from the beginning where we had to create groups pending on where we came from, what we drink and other life choices. It shows us that we are alike, even if we have totally different lives, and the most fun part is that we discover this by play and in the most simpler way.

    I think NEST could potentially help many students during onboarding and during the first months where all is new and strange. Feeling like an outsider but together, is better than feeling alone.

    Now, I’m curious, do you plan to pursue this design and service solution and test it with newcomers?

  5. andreiapaisdacunhateixeira Avatar
    andreiapaisdacunhateixeira

    Small note, I love this heading!!

    I relate with your observations and the whole experience. It was truly exciting to form groups according to subjects and items we shared in common, starting from the beginning where we had to create groups pending on where we came from, what we drink and other life choices. It shows us that we are alike, even if we have totally different lives, and the most fun part is that we discover this by play and in the most simpler way.

    I think NEST could potentially help many students during onboarding and during the first months where all is new and strange. Feeling like an outsider but together, is better than feeling alone.

    Now, I’m curious, do you plan to pursue this design and service solution and test it with newcomers?

  6. Md Sayef Uddin Avatar
    Md Sayef Uddin

    It works so well because it takes a theoretical discussion about AI/autonomy and makes it immediate by making the choice about picking an avocado someone else’s responsibility. Your different perspectives about how to start the conversation were also great since you didn’t try to find some kind of agreement but used them to generate more interesting questions. I am a new student in this class, having just moved from Dhaka where I was working in television production. Reading your discussion about walking in other people’s shoes made me reflect on how much of what I considered “user needs” there was really based on assumptions rather than on experience.

  7. prg00007 Avatar
    prg00007

    Great post! I really liked how your tomato and avocado example turned into a bigger question about which choices we want to keep for ourselves and which we are happy to hand over. It is a simple example, but it shows why different perspectives lead to better questions.

    I missed doing the shoe exercise myself, but i really loved the concept. how an ordinary item is used to open up conversation about comfort, habit, and hidden personal stories in a such beautiful way that there is always deeper perspective for making the choices.

    My favorite part about the NEST app is that its flexibility lets the students to decide how to use the app, with the guidance or freely explore.

  8. Pratiksha Ghimire Avatar
    Pratiksha Ghimire

    Great post!

    I really liked how your tomato and avocado example turned into a bigger question about which choices we want to keep for ourselves and which we are happy to hand over. It is a simple example, but it shows why different perspectives lead to better questions.
    I missed doing the shoe exercise myself, but i really loved the concept. how an ordinary item is used to open up conversation about comfort, habit, and hidden personal stories in a such beautiful way that there is always deeper perspective for making the choices.
    My favorite part about the NEST app is that its flexibility lets the students to decide how to use the app, with the guidance or freely explore.

  9. laxmikhatrishrestha Avatar
    laxmikhatrishrestha

    Hey Olukayode and Kirsti!

    Really nice post. I liked how you started with your different views on AI and then connected it all the way to the shoe exercise and finally to NEST.

    The grocery shopping example was a great way to show how personal preferences can completely change the “right” answer. And the shoe activity made empathy feel so practical and simple. It’s easy to forget that what we see on the outside doesn’t always tell the full story.

    I also related to the part about not settling on the first idea. Watching ideas get combined, dropped, and rebuilt on the wall is such a clear reminder that the process is more important than protecting any single idea.

    NEST sounds like a solid outcome of all that listening and reframing. Looking forward to seeing how it develops!

    Nice work putting your journey into words

  10. Pratiksha Ghimire Avatar
    Pratiksha Ghimire

    Great post!
    I really liked how your tomato and avocado example turned into a bigger question about which choices we want to keep for ourselves and which we are happy to hand over. It is a simple example, but it shows why different perspectives lead to better questions.

    I missed doing the shoe exercise myself, but I really loved the concept. how an ordinary item is used to open up conversation about comfort, habit, and hidden personal stories in a such beautiful way that there is always deeper perspective for making the choices.

    My favorite part about the NEST app is that its flexibility lets the students to decide how to use the app, with the guidance or freely explore.

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