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Design Thinking: Integrating Innovation, Customer Experience, and Brand Value Paperback – November 10, 2009

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Editorial Reviews


“A much-needed book, which paves the way towards a better understanding of design thinking and its power. A fundamental reading for all those who like to grasp the multifaceted nature of design.”—Roberto Verganti, author, Design Driven Innovation; professor of innovation, Poitecnico di Milano

"In this compilation of essays from many of design’s best thinkers, Lockwood pushes forward our understanding of the intersection of design and business. I found it a treat for both sides of my brain."—Roger Martin, author, The Opposable Mind; dean, The Rottman School of Management, University of Toronto

"This collection of work from some of the design industry's top thought leaders will further stimulate valuable discussion on how, through collaborative and innovative thinking, we can design a better future for all societies and business."—Stefano Marzano, president, Philips Design

"The practical value of 'Design Thinking' for managers isn't just in its impressive breadth and scope. The design perspectives and principles it articulates are essential for organizations looking to intensify their innovations and animate their brands. Cogent, readable and usable, this book makes design investment a smart choice."—Michael Schrage, author, Serious Play; fellow, MIT Sloan School of Management

About the Author

Thomas Lockwood is president of The Design Management Institute and an international authority on brand and design management. He lives in Boston. Thomas Walton is editor of The Design Management Institute’s Design Management Review. A former professor of architecture, he serves as a design leader for the Public Buildings Service at the U.S. General Services Administration.

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Product Details

  • Paperback: 304 pages
  • Publisher: Allworth Press; 1 edition (November 10, 2009)
  • Language: English
  • ISBN-10: 1581156685
  • ISBN-13: 978-1581156683
  • Product Dimensions: 6 x 6.1 x 9 inches
  • Shipping Weight: 13.4 ounces (View shipping rates and policies)
  • Average Customer Review: 4.4 out of 5 stars  See all reviews (13 customer reviews)
  • Amazon Best Sellers Rank: #50,381 in Books (See Top 100 in Books)

More About the Author

Thomas Lockwood is one of the few people in the world with a Ph.D. in Design Management, and is recognized as a thought leader at integrating design and innovation into business and building great design and UX organizations. He is the co-author/editor of four books: Design Thinking, Corporate Creativity, Building Design Strategy and The Handbook of Design Management.

Lockwood is founding partner of Lockwood Resource, an international recruiting firm specializing in design, UX and innovation leadership recruiting. He was previously the President of DMI, the Design Management Institute, a non-profit research association, a corporate Design Director, and a design agency Creative Director. He manages a blog about Design Leadership at

Tom is a design advisor to countries and to companies, a frequent design award judge, blogs for Fast Company, a keynote speaker and led workshops in over 20 countries.

Customer Reviews

Most Helpful Customer Reviews

111 of 123 people found the following review helpful By Philippe Vandenbroeck VINE VOICE on March 20, 2010
Format: Paperback
This book leaves me with mixed feelings. The background: recently industry designers have been trying to break out of their confinement which held them captive to the whims of fickle marketeers. They've moved on from styling consumer products to more strategic briefings: designing experiences, services and even business models. The ambitions reach beyond the corporate sphere, leading designers to confront the systemic, "wicked problems" of our age: climate change, rapid urbanisation, obesity ... The basic logic underpinning this strategic upframing is "Design Thinking". According to Thomas Lockwood, President of the Design Management Institute and editor of this volume, this "is essentially a human-centered innovation process that emphasizes observation, collaboration, fast learning, visualization of ideas, rapid concept prototyping, and concurrent business analysis, which ultimately influences innovation and business strategy." So, design thinking is a new way of thinking that builds on careful mapping of consumer needs, collaborative visualization of alternative solutions and rapid prototyping of emerging concepts, with the ultimate aim to generate more compelling customer experiences and toncontribute to businesses' top line growth. And the approach seems to work even when dealing with the big societal problems, which "don't need necessarily big solutions" (says Lockwood) but just a complete "reframing". Sounds good. However, I feel that this book overstretches in its ambition to sell the concept of design thinking.Read more ›
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24 of 24 people found the following review helpful By J. Schulte on December 31, 2011
Format: Paperback
Design Thinking is a phrase that describes a collection of innovation practices that puts customers at the center. In short, it is the process of building a deep empathic understanding of the customer to identify pain points and unmet needs, then brainstorming and prototyping concepts that will delight the customer, and testing and iterating these solutions to perfect them. According to designers, this is what designers have been doing all along while the dim-witted business world has only recently caught on.

Perhaps that's a bit overly simplistic, but it's close to essence of it. How do I know? Because I spent many hours reading this book and others (including Change By Design), browsing web sites and blogs, and ultimately hiring a design thinking consulting to give my team an introduction.

What this book offers:
- A collection of discrete essays by different authors organized around different themes, each showing how design thinking can be applied to different areas of business, such strategy, brand, and service design
- A brief overview of what design thinking is

What you won't get - or at least I didn't
- Hands on guidance on how exactly to start changing your own processes to incorporate Design Thinking
- A single coherent view of design thinking

I haven't really found a great resource yet for that. Change By Design, probably the best known in this area, didn't help me any more than this book. In both cases, I found the books somewhat inspiring, informational, provocative, but not quite operational. It was helpful to me to keep reading various other thinkers talk about service design and design thinking, but this isn't a How To book.
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11 of 12 people found the following review helpful By D. S. Shedd on April 2, 2010
Format: Paperback Verified Purchase
If you are creating products and services without a design process that produces innovative solutions; if you operate in a world of products and services where best in class is a must; if you are looking for real world methods for delivering break through content; if you want to hear from design professionals wired with design thinking; if you have heard colleagues and clients refer to "design thinking" and want to learn about it with the hopes of implementing it into your business then this book is invaluable. After reading many other books that touch on the design thinking concept; here is a book that provides a wealth of in depth information that examines design thinking from a number of perspectives. In my company we need to be both attune to our client's approach to design and integrating ourselves into their process while maintaining our own design disciplines internally. This book provides insights to these sorts of design challenges as well as more traditional ones such as building a design thinking process and the culture of design in a company. Great information and interesting to read as well. Very much enjoyed it.
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Format: Paperback
In recent years, there have been several outstanding books published on the general subject of business design and this is one of the best, worthy of inclusion with Tim Brown's Change by Design, Hartmut Esslinger's A Fine Line, Jay Greene's Design Is How It Works, Thomas Kelley's The Art of Innovation and then The Ten Faces of Innovation, Roger Martin's The Design of Business, Twyla Tharp's The Creative Habit, and by Roberto Verganti's Design Driven Innovation. All of them offer a wealth of insights but from different perspectives to serve different purposes. I highly recommend each.

In this volume, we have an anthology of essays by 31 contributors, including Thomas Lockwood who also served as editor. Although there is commendable variety and diversity among the essays, Lockwood suggests that there are "several key tenets of design thinking that seem to be common. The first is to develop a deep understanding of the consumer based on fieldwork research...Having the users involved early on also makes it possible to get user evaluations of a concept. Therefore, a second important aspect of design thinking is collaboration, both with the users and through forming multidisciplinary teams...The third part is to accelerate learning through visualization, hands-on experimentation, and creating quick prototypes, which are made as simple3 as possible in order to get usable feedback...The fifth and last aspect, which may not be on everyone's list but which I endorse, is the importance of the concurrent business analysis integrated during the process rather than added on later or used to limit creative ideations.
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