Design Thinking Game

The Design Thinking Game is an immersive simulation played in more than 20 countries in both the business and education sectors. It is an award-winning introduction to design thinking, focusing on the Double Diamond model, research methodologies, experimentation, science-based design approach, and iterative processes. Do you believe you can innovate and solve complex problems by applying the principles of design thinking? 

Key theories: Design Thinking, Double Diamond Model, Research Methodologies, Experimentation, Science-Based Design Approach, Iterative Processes, Human-Centered Design.

How to play?

Higher Education

Running the simulation daily or weekly as an add-on to a university course, online or blended.

As a standalone introduction course, i.e. for MBA students, online or blended.

Executive Education

As a fully customized simulation, aligned to your internal business processes.

As a fun battle with your direct colleagues to attain everlasting fame


As a 2/3-day live masterclass for professional development, fully facilitated by our experts.

As a live standalone (half-)day event, both engaging and knowledgeable..


minimum number of players: 20
  • Serious Games integrated with courses
  • 4-7 rounds & learning material
  • Online platform / blended learning
  • Assignments and certification
  • Optional webinars/lectures
  • No customization or consulting
minimum number of players: 5
  • Full executive training
  • Includes 5-6 sessions
  • Customization and topical training
  • Pre-package & live webinars
  • Videos, literature & assignments
  • Individual feedback and reports
  • On location, blended, or online
annual license
  • Annual license for unlimited game access
  • Scheduling required for sessions
  • Fee for additional sessions & training
  • Includes train-the-trainer session
  • Mainly targeted at universities

Some of our clients:

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About the creator:

Jan Spruijt is the creator of the Design Thinking Game and founder of Innovative Dutch. Jan is an industrial engineer and senior lecturer in innovation management at Avans University.
Jan is a frequent speaker on events, a TED-alumnus, passionate blogger and a guest lecturer at many top universities.

Follow Jan:

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