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

3.89  ·  Rating details ·  411 ratings  ·  12 reviews
Design Thinking is packed with intriguing case studies and practical advice from industry experts. This anthology is organized into three sections that focus on the use of design for innovation and brand-building, the emerging role of service design, and the design of meaningful customer experiences. This book provides readers with the strategies necessary to encourage the ...more
Kindle Edition, 304 pages
Published April 26th 2013 by Allworth Press (first published November 10th 2009)
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Design thinking is about applying a designer’s sensibility and methods to problem solving. It’s more of a methodology – a theory of doing research – than a particular tool or technique. Design thinking may involve various methods such as field observation or ethnography in addition to market research. The tools, however, are not as important as the overall approach. This book is useful in that it provides numerous case studies on design thinking featuring Eames, Steelcase, Bon Appétit, Linux, Dy ...more
May 20, 2014 rated it liked it  ·  review of another edition
Shelves: design, management
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 ... ...more
Ian Stewart
Dec 19, 2018 rated it really liked it
Great series of essays on what makes Design Thinking. Most interesting for me turned out to be the essays service design and brand. A little dry at times so don’t go in expecting an easy read.
Merlin Zuni
A pretty good collection of ideas about how design structures can influence business.
Fusion of brand, business model and product/service design.
I’m wayyy late to reading this book and it’s very obvious. Society and business is changing so fast that a lot of the innovations discussed are very old news. I also didn’t like the format of having different experts write the different chapters. It could have benefited from a lot heavier editing to make it feel more cohesive. Well, I checked it off my list.
Eric Brown
Jun 10, 2018 rated it liked it
Shelves: ux-and-usability
Not quite as practical as I hoped.
Robert Bogue
Designers think differently. Instead of what is minimally sufficient to get the job done, they think about how to make the experience one that the consumer will enjoy. Minimally sufficient is the right answer in some cases; but in the market place, it’s becoming more important to consider how the consumer will experience the product. That’s what Design Thinking: Integrating Innovation, Customer Experience, and Brand Value is all about. It’s about how to make the experience the right experience.

Bob Schatz
Highly recommended for Product Owners!!

Great quote from p.20
A company can't will itself to be agile. Agility is an emergent property that appears when an organization has the right mindset, the right skills, and the ability to multiply those skills through collaboration. To count agility as a core competence, you have to embed it into the culture.

And another from p.246
True vision can't be imposed on a company; it has to grow from the authentic, mutual purpose and passion of its people. True vis
It feels quite a bit text-bookish approach, which can highlight a big number of different aspects well, while still feeling a bit too dry or didactic. The "Design Thinking" part of the title appears quite a bit less pronounced within the contents, whereas branding, services, and customer experience takes up most of the space, much less about design thinking in general, or even applied to these topics. ...more
Apr 23, 2010 marked it as to-read  ·  review of another edition
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“Design thinking can be described as a discipline that uses the designer’s sensibility and methods to match people’s needs with what is technologically feasible and what a viable business strategy can convert into customer value and market opportunity.” 1 likes
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