'Design Thinking' Tim Brown, Harvard Business Review, June 2008

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Thinking like a designer can transform the way you develop products, services, processes—and even strategy... believe that design thinking has much to offer a business world in which most management ideas and best practices are freely available to be copied and exploited. Leaders now look to innovation as a principal source of differentiation and competitive advantage; they would do well to incorporate design thinking into all phases of the process... companies are asking them to create ideas that better meet consumers’ needs and desires... [Discusses Prototyping and the myth of creative genius.] [Diagram: Inspiration, Ideation, Implementation.] [Disucsses Shimano and Aravind Eye Care System projects.] Great design satisfies both our needs and our desires... The iPod was not the first MP3 player, but it was the first to be delightful... [Sidebar: How to Make Design Thinking Part of the Innovation Drill] As more of our basic needs are met, we increasingly expect sophisticated experiences that are emotionally satisfying and meaningful. [Cites Bank of America's 'Keep the Change' initiative.] The need for transformation is, if anything, greater now than ever before. No matter where we look, we see problems that can be solved only through innovation... They require a human-centered, creative, iterative, and practical approach to finding the best ideas and ultimate solutions. Design thinking is just such an approach to innovation.

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• Tags: designerly thinking, innovation, design strategy, user experience, social trends
• Saved by Nico Macdonald on June 07, 2008.
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