Effective design thinking is the vital ingredient that ensures the development of innovative, sustainable and desirable products and services to meet the demands of a rapidly growing healthy ageing market.   John Mathers and Julian Grice are helping UK Research & Innovation's Healthy Ageing Challenge to develop design approaches that can be embedded into products and services to increase impact and de-risk solutions. With some friends, they are on a mission to demonstrate that design thinking is the critical factor that enables solution providers to develop and deliver products, services and business models that will be adopted at scale. Effective design will play a key role in the Healthy Ageing Challenge's goal to ensure people can enjoy at least 5 extra healthy, independent years of life by 2035, while narrowing the gap between the experiences of the richest and poorest. The result - a more inclusive and fulfilled society.