This book introduces the idea of design thinking - the collaborative process by which the designer's sensibilities and methods are employed to match people's needs, not only with what is technically feasible, and a viable business strategy. In short, design thinking converts need into demand. It's a human-centered approach to problem solving that helps people and organizations become more innovative and more creative.
Design thinking is not just applicable to so-called creative industries or people who work in the design field. It's a methodology that has been used by organizations such as Kaiser Permanente, to increase the quality of patient care by re-examining the ways that their nurses manage shift change, or Kraft, to rethink supply-chain management.
This is not a book by designers for designers; this is a book for creative leaders seeking to infuse design thinking into every level of an organization's products or service to drive new alternatives for business and society.
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Von Marc Dierckx Am hilfreichsten 28.09.2015
Why theory and reality are different
In view of the success of his company IDEO one can only be convinced that Tim Brown knows what he is talking about. The substance of the book is however meager: change by design is more about "a way of life" than about a theory. So his effort to build a theory arround "design thinking" falls short of reality and the examples of Nokia and other long gone brands are a proof that a "design thinking" idea is less of a guarantee for long term success. As such, the numerous examples and case studies are more of a proof of faillure than of the success design thinking and - as a side effect - interrupt the flow of the book.
In spite of the shortcomings of the theory, a book on design thinking is indeed a must as "thinkering" and "reconsidering" are not only "design thinking" but common sense good practice. "Obsession by detail" completes the theory and the road to a good product. Tim Browns book is not only a good manual from a master of the trade, but also from an historical perspective interesting as it shows the limitation of the method.
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