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Design Thinking: Integrating Innovation, Customer Experience, and Brand Value Paperback – November 10, 2009
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"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
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Top Customer Reviews
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.Read more ›
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.Read more ›
Most Recent Customer Reviews
This was a gift from a wish list. I don't know how he liked it.Published 3 days ago by Karen B Palmer
This is a compilation of weak insights on design thinking and operational efficiencies. The thoughts are tautological without arriving at any concrete statement.Published 1 month ago by Tim Howard
This is a great collection of case studies applicable to any number of industries.Published 1 month ago by Louis Lenzi
Good reference for innovative thinking and learning how to change your company's culturePublished 2 months ago by Jonathan Kweder
Where design and branding meet; these are important voices to listen to.Published 5 months ago by Amazon Customer
I have read a few of the mainstream books on design thinking. Without exception I've found them to portray a shallow rearrangement of common sense and common techniques as a... Read morePublished 8 months ago by Phil