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Using the design thinking approach in the project decisions making

ABSTRACT Background The aim of the paper is to diagnose the impact of the design thinking (DT) approach on the decision-making process. The paper is therefore a contribution to the sustainable development of the online advertising market. Methods The basic research problem is verification of the thesis that the application of the DT methodology in the implementation of projects supports creativity and streamlines project decision-making, and allows to better detect the causes of observed problems. Results The result of theoretical research is the decision model of the online advertising user. The result of empirical research is the process of creating a prototype of infographic devoted to the issue of ad blocking. Conclusions Implementation of various types of projects should be carried out using practical methods, such as DT. They strengthen creativity and a creative approach to problem-solving, which results in the creation of much better solutions of their usefulness.