Design Thinking: Integrating Innovation, Customer Experience, and Brand Value

Edited by Thomas Lockwood

Design thinking is a new and extremely effective tool that can be applied to the design of innovation, systems, business processes, and the design of businesses themselves. Viewing design as more than just “posters and toasters,” the authors of the essays in Design Thinking argue that design, as a process and as an output, has greater opportunity to add value to the bottom line than any other business function—that design processes, principles, and solutions can be used to solve any problem. Featuring chapters with point-of-view pieces, techniques, and methods, as well as hands-on case studies from nearly thirty international thought leaders (including Jerome Kathman, Marty Neumeier, Marc Gobé, Jesse James Garret, Dave Norton, and Thomas Lockwood, this anthology is organized into three sections that focus on using design for innovation and brand building; the emerging role of service design; and designing meaningful customer experiences.

 

The book includes chapters on:
- design as the enabler of innovation

- contextual (as opposed to quantitative) research
- rapid visualization of rough concepts
- exploring new concepts as an open innovation process
- personalizing global service to local markets

- management of creativity and design

"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 Rotman School of Management, University of Toronto

“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, Politecnico di Milano