When design thinking is discussed in African contexts, it is almost always framed as something arriving from elsewhere. Workshops to be facilitated. Frameworks to be introduced. A methodology developed in Western institutions, now being generously applied to African problems.
We find this framing incomplete — and, in a meaningful sense, inaccurate.
The principles at the heart of design thinking — deep empathy with the people you are designing for, iterative refinement of solutions based on real-world feedback, comfort with non-linear processes, and an orientation toward community rather than individual need — are not foreign to East Africa. They are embedded in how East African communities have always made things, solved problems, and passed knowledge across generations.
This article makes the case for that argument. It looks at what design thinking actually is, what East African craft traditions actually embody, and what it would mean — for practitioners, organisations, and the discipline itself — to take that seriously.
Design thinking is not a methodology being introduced to East Africa. It is a methodology that East Africa has practised, in its own form, for centuries. The question is whether the global design community is ready to learn from it.
What Design Thinking Actually Is
Design thinking is, at its core, a structured approach to solving complex problems by keeping the people affected by those problems at the centre of the process. It typically moves through phases of empathy — understanding the lived experience of users — through definition, ideation, prototyping, and testing. The process is deliberately iterative: solutions are not arrived at in a straight line but refined through repeated cycles of making, testing, and learning.
Three characteristics distinguish it from more conventional problem-solving approaches. First, it begins with people rather than with systems or technologies — the designer's first obligation is to understand the human context deeply before proposing any solution. Second, it treats failure as information rather than as an endpoint — a prototype that does not work is not a dead end but a data point. Third, it is fundamentally collaborative — the best outcomes emerge when diverse perspectives are brought to bear on a problem together.
These are not complex ideas. They are, in many ways, intuitive ones. Which raises the question of why they needed to be codified into a formal methodology at all — and by whom.
The Western Framing Problem
Design thinking as a named discipline emerged primarily from Stanford's d.school and institutions like IDEO in the late twentieth century. These are legitimate and influential contributions to the practice of design. But the framing that accompanied their rise — that design thinking was a new way of approaching problems, a departure from how organisations and communities had previously operated — was always a partial account.
It was a departure from how Western industrial organisations had operated. It was not a departure from how many other communities, including those in East Africa, had always operated. The methodology described something that already existed. It gave it new language and new institutional form. That is valuable. But it is different from inventing something that was not there before.
The Design Philosophy Already Present in East African Craft
Consider the blacksmiths of East Africa. In many communities across the region, the craftsman who forges agricultural tools — hoes, knives, jembe — is the same person who produces the finest ceremonial jewellery. This is not coincidence. It reflects a design philosophy in which function and form are not opposing values to be traded off against each other, but complementary qualities to be balanced in everything that is made.
The same hierarchy of considerations — utility, durability, beauty — applies whether the object being made is destined for a field or a ceremony. There is no cognitive separation between design for use and design for meaning. This integration of the functional and the symbolic is something contemporary design theory has spent considerable energy trying to articulate. East African craft traditions simply built it in.
The Roof Thatcher and the Mat Weaver
The pattern repeats across disciplines. Skilled roof thatchers across the region are frequently also masters of mat and basket weaving — not because the materials are the same, but because the underlying design intelligence is the same. An understanding of how fibres behave under tension, how structures distribute load, how patterns can be varied to serve both structural and aesthetic ends — this knowledge transfers across applications because it is not technique-specific. It is design thinking in the most literal sense: thinking about form, function, feedback, and refinement.
Crucially, the development of these skills was iterative. Artisans did not learn a fixed technique and apply it unchanged for a lifetime. They responded to the emerging needs of their communities, to the feedback of the people who used what they made, to the availability of different materials, and to the work of other craftspeople around them. The tool improved because the maker paid attention, tested variations, and incorporated what they learned. That is prototyping. That is user feedback. That is the iterative cycle at the heart of design thinking.
The tool improved because the maker paid attention, tested variations, and incorporated what they learned. That is prototyping. That is user feedback. That is the iterative cycle at the heart of design thinking — and it was already happening long before that language existed.
Circular Worldviews and Non-Linear Process
One of the features of design thinking that most distinguishes it from conventional linear problem-solving is its comfort with circularity. Good design does not proceed in a straight line from brief to solution. It loops — back to the user, back to the prototype, back to the problem definition when a test reveals that the original framing was incomplete. This non-linearity is a feature, not a flaw. It is how complex problems get solved.
Many East African worldviews have always been organised around circular rather than linear models of time and process. Development, growth, and progress are understood not as movement along a straight path toward a fixed destination, but as cyclical processes of return and renewal — each cycle building on what came before, each iteration enriched by the learning of the last.
This worldview maps directly onto the design thinking process. The Western methodological innovation was to apply circular, iterative logic to industrial and organisational problem-solving. The African cultural contribution was to have embedded that logic in how communities understand change and progress at the deepest level. These are not parallel developments that happen to resemble each other. They are expressions of the same underlying insight about how complex problems actually get solved.
The original article attributes the following quote to David Kelley, founder of IDEO: "Design thinking is not a linear path; it's a big mass of looping back to different places in the process." Please verify this quote and its source before publication. If the exact wording cannot be confirmed, either remove it or paraphrase without attribution.
Community as the Unit of Design
Perhaps the most consequential difference between design thinking as typically practised in institutional contexts and design thinking as it has existed in East African craft traditions is the relationship to community.
In most Western design thinking frameworks, the community or user group is the subject of the design process — the people whose needs are researched and addressed. The designers themselves are typically professional specialists, brought in from outside the community to apply their expertise to a defined problem.
In East African craft traditions, the community is not just the subject of design — it is the site of design. Knowledge is held collectively and developed collectively. An artisan's skill evolves in dialogue with the community's needs, with other artisans, with the feedback of everyday use. There is no clean separation between the designer and the designed-for. The craftsperson is a member of the community they are making for. Their design decisions are shaped by immediate, continuous feedback loops that no workshop or usability study can fully replicate.
This is not a romantic idealisation of traditional practice. It is an observation about the structural conditions under which design thinking operates most powerfully — conditions that are often harder to create in institutional settings than in community ones.
What This Means in Practice
Recognising design thinking as already present in East African communities is not merely an interesting observation. It has practical implications for how design work should be approached in the region — and, we would argue, for how design thinking should evolve globally.
For Practitioners and Organisations
The most immediate implication is a shift in framing. When Made by People runs design thinking engagements across Africa, we are not introducing a foreign methodology to communities that had none. We are creating structured contexts in which design capabilities that communities already possess can be applied more explicitly to the problems at hand.
That shift matters. It changes the posture of the facilitator from expert-who-arrives-with-answers to collaborator-who-helps-surface-what-is-already-there. It changes the relationship between outside designers and community members from subject-and-researcher to co-designers with different but complementary forms of knowledge. And it changes the likelihood that the solutions produced will actually work — because they are grounded in the genuine understanding that comes from lived experience, not simulated through research alone.
For the Global Design Thinking Discipline
The wider implication is for design thinking as a field. A methodology that draws exclusively on Western institutional traditions is a methodology working with one hand behind its back. The circular worldviews, the integration of function and meaning, the community-embedded feedback loops, the comfort with non-linear process — these are not minor additions to the design thinking toolkit. They are perspectives that address some of the methodology's most persistent limitations.
Design thinking has historically struggled with scale, with cultural translation, and with the tendency to produce solutions that work in controlled research contexts but fail in messy real-world ones. Indigenous design traditions offer not a critique of design thinking but a complement to it — one that the discipline needs if it is to fulfil its potential as a genuinely global methodology.
Embracing indigenous design philosophy is not an act of charity toward African communities. It is an act of intellectual honesty toward a global discipline that will be stronger for the addition.
The Opportunity for East Africa
East Africa is not waiting to be brought into the design thinking conversation. It has its own contribution to make to that conversation — one that is grounded in centuries of practice, adapted to real constraints, and validated by continued use.
The opportunity is to make that contribution explicit. To create contexts — in workshops, in organisations, in design education, in the work of agencies like Made by People — where the design intelligence already present in East African communities is recognised, named, and built upon. Not as a curiosity or a cultural footnote, but as a legitimate and valuable strand of design thinking in its own right.
This requires collaboration between artisans and contemporary designers, between traditional knowledge holders and technologists, between community practitioners and institutional researchers. The results of those collaborations, when they happen well, are solutions that are technically competent, culturally resonant, and genuinely owned by the communities they serve. They are also, in our experience, more durable than solutions imported from outside.
Design thinking is not new to East Africa. What is new is the opportunity to make its presence legible — and to use that legibility to build something the global design community has been reaching toward for decades: a methodology that is genuinely as diverse as the problems it is trying to solve.
Work With Made by People
Made by People is a human-centered design and software development consultancy working across Africa. We have spent over a decade running design thinking engagements, building products, and conducting field research in contexts across the continent — including in communities where design thinking already has deep roots, even if it goes by different names.
If you are thinking about how to apply design thinking to a challenge in Africa, we would like to talk. Reach us at hello@made.ke.