The language of the framework

Why the terminology changed

From familiar design thinking terms to action-oriented language.

The central idea

The 5E Design Thinking Framework did not emerge from a desire to replace established design thinking approaches. The widely recognised stages of Empathise, Define, Ideate, Prototype and Test have helped countless individuals and organisations adopt more human-centred approaches to innovation. Through years of teaching design thinking across business, innovation and entrepreneurship contexts, however, it became clear that some students and practitioners struggled to connect with language commonly associated with the design profession. The framework therefore evolved toward language that emphasises action, inquiry and continuous learning while remaining accessible to people working in management, education, government, consulting, engineering and entrepreneurship. The result was a shift from Empathise, Define, Ideate, Prototype and Test to Engage, Evaluate, Explore, Expand and Execute. The intention was not simply to rename the stages. Each term reflects a subtle shift in emphasis and interpretation.

Engage rather than Empathise

Empathy develops through active interaction.

Empathy remains fundamental to the framework. Understanding people, their experiences, motivations and challenges continues to be the starting point for meaningful innovation. However, Engage was chosen because empathy rarely develops in isolation. It emerges through active interaction. Engagement encourages people to listen, observe, ask questions, build relationships and immerse themselves in the contexts they are seeking to understand. While empathy remains a desired outcome, engagement highlights the actions required to achieve it.

Evaluate rather than Define

Interpreting evidence and deciding what matters.

Many design thinking models include a stage focused on synthesising information and defining the challenge. Define suggests creating clarity around a problem statement, but it can imply that teams are simply narrowing information down to a single definition. Evaluate acknowledges the deeper work involved. Evaluation requires teams to analyse information, interpret evidence, identify patterns, uncover tensions, challenge assumptions and determine what matters most. Rather than simply defining a problem, practitioners critically evaluate what they have learned and decide how the challenge should be understood. This reflects the analytical and decision-making activities that frequently occur in organisational and management settings.

Explore rather than Ideate

Curiosity extends beyond brainstorming.

Traditional design thinking often uses Ideate to describe the generation of ideas. While accurate, the term can imply that the sole purpose of the stage is brainstorming. Explore was adopted because innovation involves more than generating ideas. It involves investigating possibilities, questioning assumptions, considering alternatives and examining opportunities from multiple perspectives. Ideas remain important, but they are treated as part of a broader process of exploration. The terminology encourages curiosity and discovery rather than simply producing concepts.

Expand rather than Prototype

Solutions and understanding develop together.

The stage often known as Prototype is concerned with making ideas tangible. Expand was chosen because the process extends beyond creating prototypes. As ideas are developed, tested and refined, understanding expands. Feedback expands knowledge. Alternative interpretations emerge. Concepts become richer and more sophisticated. Prototypes remain important mechanisms within this stage, but they are viewed as vehicles for learning rather than end products. Expansion captures both the development of the solution and the growth of understanding that occurs through experimentation.

Execute rather than Test

Learning must translate into action.

Many frameworks conclude with testing and validation. Execute was intentionally selected to emphasise action and implementation. While testing remains essential, innovation ultimately creates value only when learning informs real-world decisions and action. Execution recognises that innovation continues beyond testing. It involves implementation, adaptation, measurement, refinement and impact. The stage reflects the realities of organisational life where learning must eventually be translated into outcomes.

More than new labels

Language reveals a broader shift in perspective.

The familiar sequence of Empathise, Define, Ideate, Prototype and Test is often interpreted as progression through a series of activities. The 5E Design Thinking Framework seeks to emphasise something different: innovation is a continuous flow of engagement, evaluation, exploration, expansion and execution. The framework focuses not only on the activities within each stage, but on the relationships between them. Information flows continuously. Insights evolve. Assumptions are challenged. Evidence accumulates. Understanding deepens. By adopting action-oriented language, the framework aims to make these movements more visible while connecting design thinking more naturally with business practice, management decision-making and organisational innovation. Ultimately, the terminology was chosen to help learners and practitioners understand not just what happens during innovation, but how learning, evidence and action combine to create meaningful change.

See the language in action

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