Competitive Intelligence (CI) is becoming of essence due to the need for improving firm performance in an increasingly volatile, uncertain, complex and ambiguous (V.U.C.A.) world. The CI model, however, has not evolved to address evolving intelligence needs, highlighting an opportunity for further research on how to fit for purpose the CI process itself. This study found that Design Thinking (DT) mindset and process has potential for the application to the CI model, improving efficiency both on the overall process, at each stage and in CI. This paper focus on researching the CI process and recognizing its main pitfalls, explaining how DT can help fix or improve on these, and propose a new process which incorporates the aforementioned results. The final part of the study analyses the implications for both CI practitioners and the CI discipline, while pointing to future research with the aim of validating this suggested framework.