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Develop a more systematic, human-centered, results-oriented thought process Design Thinking is the Product Development and Management Association's (PDMA) guide to better problem solving and decision-making in product development and beyond. The second in the New Product Development Essentials series, this book shows you how to bridge the gap between the strategic importance of design and the tactical approach of design thinking. You'll learn how to approach new product development from a fresh perspective, with a focus on systematic, targeted thinking that results in a repeatable,…mehr
Develop a more systematic, human-centered, results-oriented thought process Design Thinking is the Product Development and Management Association's (PDMA) guide to better problem solving and decision-making in product development and beyond. The second in the New Product Development Essentials series, this book shows you how to bridge the gap between the strategic importance of design and the tactical approach of design thinking. You'll learn how to approach new product development from a fresh perspective, with a focus on systematic, targeted thinking that results in a repeatable, human-centered problem-solving process. Integrating high-level discussion with practical, actionable strategy, this book helps you re-tool your thought processes in a way that translates well beyond product development, giving you a new way to approach business strategy and more. Design is a process of systematic creativity that yields the most appropriate solution to a properly identified problem. Design thinking disrupts stalemates and brings logic to the forefront of the conversation. This book shows you how to adopt these techniques and train your brain to see the answer to any question, at any level, in any stage of the development process. * Become a better problem-solver in every aspect of business * Connect strategy with practice in the context of product development * Systematically map out your new product, service, or business * Experiment with new thought processes and decision making strategies You can't rely on old ways of thinking to produce the newest, most cutting-edge solutions. Product development is the bedrock of business --whether your "product" is a tangible object, a service, or the business itself -- and your approach must be consistently and reliably productive. Design Thinking helps you internalize this essential process so you can bring value to innovation and merge strategy with reality.
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MICHAEL G. LUCHS is a former executive and industry consultant, is an Associate Professor at the College of William & Mary and Founding Director of the Jim & Bobbie Ukrop Innovation & Design Studio. K. SCOTT SWAN is a Professor of International Business, Design, and Marketing at the College of William and Mary Mason School of Business, and a Fulbright Scholar serving as the Hall Distinguished Chair for Entrepreneurship in Central Europe at WU Vienna, Austria (2015-2016). ABBIE GRIFFIN holds the Royal L. Garff Presidential Chair in Marketing at the David Eccles School of Business at the University of Utah, and the former editor of the Journal of Product Innovation Management.
Inhaltsangabe
About the Editors xvii 1 A BRIEF INTRODUCTION TO DESIGN THINKING 1 Michael G. Luchs Introduction 1 1.1 The Concept of Design Thinking and Its Role within NPD and Innovation 1 1.2 A Framework of Design Thinking 4 1.3 Design Thinking as a Nonlinear Process 8 1.4 The Principles and the "Mindset" of Design Thinking 9 PART I: DESIGN THINKING TOOLS 13 2 INSPIRATIONAL DESIGN BRIEFING 15 Søren Petersen, Jaewoo Joo Introduction 15 2.1 Nine Criteria of an Inspirational Design Brief 16 2.2 Writing the Inspirational Design Brief 21 2.3 Research Findings about Inspirational Design Briefs 23 2.4 Three Pitfalls to Avoid 24 2.5 Conclusion: Keys to Success 24 3 PERSONAS: POWERFUL TOOL FOR DESIGNERS 27 Robert Chen, Jeanny Liu Introduction 27 3.1 Defining Personas 28 3.2 The Importance of Personas 29 3.3 Creating Personas 30 3.4 Illustrative Application of Personas 31 3.5 Summary 37 3.6 Conclusion 38 4 CUSTOMER EXPERIENCE MAPPING: THE SPRINGBOARD TO INNOVATIVE SOLUTIONS 41 Jonathan Bohlmann, John McCreery Introduction 41 4.1 Inputs to the Experience Map 43 4.2 The Experience Mapping Process 48 4.3 The Experience Map as a Springboard to Innovative Solutions 50 4.4 Conclusion 55 5 DESIGN THINKING TO BRIDGE RESEARCH AND CONCEPT DESIGN 59 Lauren Weigel Introduction 59 5.1 Challenges in Idea Generation 59 5.2 The Need for a Systematic Method to Connect to the User 60 5.3 The Visualize, Empathize, and Ideate Method 61 5.4 The Importance of Visualizing and Empathizing before Ideating 63 5.5 Applying the Method 64 5.6 Conclusion 68 6 BOOSTING CREATIVITY IN IDEA GENERATION USING DESIGN HEURISTICS 71 Colleen M. Seifert, Richard Gonzalez, Seda Yilmaz, Shanna Daly Introduction 71 6.1 Where Do New Design Ideas Come From? 72 6.2 A Tool to Assist with Idea Generation: Design Heuristics 72 6.3 How Design Heuristics Were Identified: The Evidence Base 73 6.4 77 Design Heuristics for Idea Generation 74 6.5 How to Use Design Heuristics to Generate Design Concepts 77 6.6 Evidence of the Value of the Design Heuristics Tool 80 6.7 Conclusion 80 6.8 Appendix 81 7 THE KEY ROLES OF STORIES AND PROTOTYPES IN DESIGN THINKING 87 Mark Zeh Introduction 87 7.1 A Design Thinking Product Development Framework 87 7.2 What Is a Story? 89 7.3 What Is a Prototype? 92 7.4 Putting It Together--Combining Stories and Prototypes 95 7.5 Employing Stories and Prototypes in Your Process 100 7.6 Conclusion 102 PART II: DESIGN THINKING WITHIN THE FIRM 105 8 INTEGRATING DESIGN INTO THE FUZZY FRONT END OF THE INNOVATION PROCESS 107 Giulia Calabretta, Gerda Gemser Introduction 107 8.1 Challenges in the FFE 108 8.2 Design Practices and Tools for Assisting in Problem Definition 109 8.3 Design Practices and Tools for Assisting in Information Management 112 8.4 Design Practices and Tools for Assisting in Stakeholder Management 117 8.5 How to Integrate Design Professionals in FFE 120 8.6 Conclusion 122 9 THE ROLE OF DESIGN IN EARLY-STAGE VENTURES: HOW TO HELP START-UPS UNDERSTAND AND APPLY DESIGN PROCESSES TO NEW PRODUCT DEVELOPMENT 125 J. D. Albert Introduction: An Emerging Start-up Culture 125 9.1 The Basics 126 9.2 The Process 128 9.3 Troubleshooting Common Mistakes 138 10 DESIGN THINKING FOR NON-DESIGNERS: A GUIDE FOR TEAM TRAINING AND IMPLEMENTATION 143 Victor P. Seidel, Sebastian K. Fixson Introduction 143 10.1 What Do Non-Designers Need to Learn? 144 10.2 Challenges Teams Face with Design Thinking 145 10.3 Three Team Strategies for Success 147 10.4 Conclusion 154 11 DEVELOPING DESIGN THINKING: GE HEALTHCARE'S MENLO INNOVATION MODEL 157 Sarah J. S.Wilner Introduction 157 11.1 GE Healthcare's Design Organization 158 11.2 The Menlo Innovation Ecosystem 158 11.3 The Significance of Design Thinking at GE Healthcare 168 11.4 Conclusion 171 12 LEADING FOR A CORPORATE CULTURE OF DESIGN THINKING 173 Nathan Owen Rosenberg Sr., Marie-Caroline Chauvet, Jon S. Kleinman Introduction 173 12.1 The Critical Impact of Corporate Culture on Design Thinking 173 12.2 What Is Corporate Culture? 176 12.3 Corporate Forces that Undermine Design Thinking 178 12.4 Four Pillars of Innovation for Enabling Design Thinking 180 12.5 Four Stages of Transforming to a Culture of Design Thinking 184 12.6 Conclusion 186 13 KNOWLEDGE MANAGEMENT AS INTELLIGENCE AMPLIFICATION FOR BREAKTHROUGH INNOVATIONS 187 Vadake K. Narayanan, Gina Colarelli O'Connor Introduction 187 13.1 Designing Amidst Uncertainty 188 13.2 Knowledge Management Tasks for Breakthrough Innovation: From Intelligence Leveraging to Intelligence Amplification 190 13.3 KM and Selected Tools for Breakthrough Innovation 194 13.4 Organizational Implications 199 13.5 Appendices 200 14 STRATEGICALLY EMBEDDING DESIGN THINKING IN THE FIRM 205 Pietro Micheli, Helen Perks Introduction 205 14.1 Role of Key Personnel 207 14.2 Organizational Practices 210 14.3 Organizational Climate and Culture 212 14.4 Embedding Design Thinking 215 PART III: DESIGN THINKING FOR SPECIFIC CONTEXTS 221 15 DESIGNING SERVICES THAT SING AND DANCE 223 Marina Candi, Ahmad Beltagui Introduction 223 15.1 Products, Services, and Experiences 224 15.2 How to Design for Compelling Service Experiences 227 15.3 Services that Sing and Dance 232 15.4 Designing a Service Experience Is Never Finished 233 15.5 Conclusion 234 16 CAPTURING CONTEXT THROUGH SERVICE DESIGN STORIES 237 KatarinaWetter-Edman, Peter R. Magnusson Introduction 237 16.1 Service Design 239 16.2 Context, Stories, and Designers as Interpreters 240 16.3 Context Through Narratives--The CTN Method 241 16.4 Case Illustration of the CTN Method 241 16.5 Conclusion and Recommendations 248 17 OPTIMAL DESIGN FOR RADICALLY NEW PRODUCTS 253 Steve Hoeffler, Michal Herzenstein, Tamar Ginzburg Introduction 253 17.1 Communicate the Challenge Goal toward Radically New Products 254 17.2 Shift Time Frames to Future and Past 256 17.3 Promote an Emerging Technology Focus across the Consumption Chain 257 17.4 Promote the Use of Analogical Thinking 259 17.5 Look for Novel Ways to Solve Simple Problems 261 17.6 Leverage More Ideators via Crowdsourcing 261 17.7 Conclusion 263 18 BUSINESS MODEL DESIGN 265 John Aceti, Tony Singarayar Introduction 265 18.1 What Is a Business Model? 265 18.2 When Do I Need to Think about My Business Model? 267 18.3 What Value Should I Expect from a Business Model Design? 268 18.4 What Method Can I Use to Design a Business Model? 269 18.5 Process of Designing a Business Model 271 18.6 How Do I Implement My New or Revised Business Model? 276 18.7 Conclusion 277 19 LEAN START-UP IN LARGE ENTERPRISES USING HUMAN-CENTERED DESIGN THINKING: A NEW APPROACH FOR DEVELOPING TRANSFORMATIONAL AND DISRUPTIVE INNOVATIONS 281 Peter Koen Introduction 281 19.1 Lean Start-up 282 19.2 Transformational and Disruptive Innovation: Defining the Domain Where the Lean Start-up Process Should Be Used 285 19.3 Why Is a Business Model a Valuable Part of the Lean Start-up Process? 286 19.4 Lean Start-up through the Lens of Human-Centered Design 289 19.5 Implementing the Lean Start-up Approach in Enterprises 296 19.6 Conclusion 298 PART IV: CONSUMER RESPONSES AND VALUES 301 20 CONSUMER RESPONSE TO PRODUCT FORM 303 Mariëlle E. H. Creusen Introduction 303 20.1 How Product Form Influences Consumer Product Evaluation 304 20.2 Product Form Characteristics and Consumer Perceptions 305 20.3 In What Way Will Product Form Impact Consumer Product Evaluation? 308 20.4 Practical Implications 314 21 DRIVERS OF DIVERSITY IN CONSUMERS' AESTHETIC RESPONSE TO PRODUCT DESIGN 319 Adèle Gruen Introduction 319 21.1 Culture 320 21.2 Individual Characteristics 324 21.3 Situational Factors 328 21.4 Discussion 329 21.5 Conclusion 330 22 FUTURE-FRIENDLY DESIGN: DESIGNING FOR AND WITH FUTURE CONSUMERS 333 Andy Hines Introduction 333 22.1 A Framework for Understanding Changing Consumer Values 334 22.2 Emerging Consumer Needs 335 22.3 Going Forward 345 PART V: SPECIAL TOPICS IN DESIGN THINKING 349 23 FACE AND INTERFACE: RICHER PRODUCT EXPERIENCES THROUGH INTEGRATED USER INTERFACE AND INDUSTRIAL DESIGN 351 Keith S. Karn Introduction 351 23.1 Divergent Paths: User Interface in Physical and Digital Products 352 23.2 Emerging User Interface Technologies 354 23.3 New Technology Demands a New Development Process 355 23.4 Seven Questions to Guide the Integration of Industrial Design with User Interface Design 359 23.5 Practice Makes Perfect 365 24 INTELLECTUAL PROPERTY PROTECTION FOR DESIGNS 367 Daniel Harris Brean Introduction 367 24.1 "Design" in Intellectual Property 367 24.2 Utility Patents 368 24.3 Design Patents 373 24.4 Copyrightable Designs for Useful Articles 376 24.5 Trademark Rights for Product Design 377 24.6 Legal Overlap, Trade-Offs, and Strategic Considerations 379 24.7 Conclusion 380 25 DESIGN THINKING FOR SUSTAINABILITY 381 Rosanna Garcia, PhD, Scott Dacko, PhD Introduction 381 25.1 Design for "X"? 382 25.2 Design Thinking Integrated into Design for Sustainability 386 25.3 Conclusion 397 INDEX 401
About the Editors xvii 1 A BRIEF INTRODUCTION TO DESIGN THINKING 1 Michael G. Luchs Introduction 1 1.1 The Concept of Design Thinking and Its Role within NPD and Innovation 1 1.2 A Framework of Design Thinking 4 1.3 Design Thinking as a Nonlinear Process 8 1.4 The Principles and the "Mindset" of Design Thinking 9 PART I: DESIGN THINKING TOOLS 13 2 INSPIRATIONAL DESIGN BRIEFING 15 Søren Petersen, Jaewoo Joo Introduction 15 2.1 Nine Criteria of an Inspirational Design Brief 16 2.2 Writing the Inspirational Design Brief 21 2.3 Research Findings about Inspirational Design Briefs 23 2.4 Three Pitfalls to Avoid 24 2.5 Conclusion: Keys to Success 24 3 PERSONAS: POWERFUL TOOL FOR DESIGNERS 27 Robert Chen, Jeanny Liu Introduction 27 3.1 Defining Personas 28 3.2 The Importance of Personas 29 3.3 Creating Personas 30 3.4 Illustrative Application of Personas 31 3.5 Summary 37 3.6 Conclusion 38 4 CUSTOMER EXPERIENCE MAPPING: THE SPRINGBOARD TO INNOVATIVE SOLUTIONS 41 Jonathan Bohlmann, John McCreery Introduction 41 4.1 Inputs to the Experience Map 43 4.2 The Experience Mapping Process 48 4.3 The Experience Map as a Springboard to Innovative Solutions 50 4.4 Conclusion 55 5 DESIGN THINKING TO BRIDGE RESEARCH AND CONCEPT DESIGN 59 Lauren Weigel Introduction 59 5.1 Challenges in Idea Generation 59 5.2 The Need for a Systematic Method to Connect to the User 60 5.3 The Visualize, Empathize, and Ideate Method 61 5.4 The Importance of Visualizing and Empathizing before Ideating 63 5.5 Applying the Method 64 5.6 Conclusion 68 6 BOOSTING CREATIVITY IN IDEA GENERATION USING DESIGN HEURISTICS 71 Colleen M. Seifert, Richard Gonzalez, Seda Yilmaz, Shanna Daly Introduction 71 6.1 Where Do New Design Ideas Come From? 72 6.2 A Tool to Assist with Idea Generation: Design Heuristics 72 6.3 How Design Heuristics Were Identified: The Evidence Base 73 6.4 77 Design Heuristics for Idea Generation 74 6.5 How to Use Design Heuristics to Generate Design Concepts 77 6.6 Evidence of the Value of the Design Heuristics Tool 80 6.7 Conclusion 80 6.8 Appendix 81 7 THE KEY ROLES OF STORIES AND PROTOTYPES IN DESIGN THINKING 87 Mark Zeh Introduction 87 7.1 A Design Thinking Product Development Framework 87 7.2 What Is a Story? 89 7.3 What Is a Prototype? 92 7.4 Putting It Together--Combining Stories and Prototypes 95 7.5 Employing Stories and Prototypes in Your Process 100 7.6 Conclusion 102 PART II: DESIGN THINKING WITHIN THE FIRM 105 8 INTEGRATING DESIGN INTO THE FUZZY FRONT END OF THE INNOVATION PROCESS 107 Giulia Calabretta, Gerda Gemser Introduction 107 8.1 Challenges in the FFE 108 8.2 Design Practices and Tools for Assisting in Problem Definition 109 8.3 Design Practices and Tools for Assisting in Information Management 112 8.4 Design Practices and Tools for Assisting in Stakeholder Management 117 8.5 How to Integrate Design Professionals in FFE 120 8.6 Conclusion 122 9 THE ROLE OF DESIGN IN EARLY-STAGE VENTURES: HOW TO HELP START-UPS UNDERSTAND AND APPLY DESIGN PROCESSES TO NEW PRODUCT DEVELOPMENT 125 J. D. Albert Introduction: An Emerging Start-up Culture 125 9.1 The Basics 126 9.2 The Process 128 9.3 Troubleshooting Common Mistakes 138 10 DESIGN THINKING FOR NON-DESIGNERS: A GUIDE FOR TEAM TRAINING AND IMPLEMENTATION 143 Victor P. Seidel, Sebastian K. Fixson Introduction 143 10.1 What Do Non-Designers Need to Learn? 144 10.2 Challenges Teams Face with Design Thinking 145 10.3 Three Team Strategies for Success 147 10.4 Conclusion 154 11 DEVELOPING DESIGN THINKING: GE HEALTHCARE'S MENLO INNOVATION MODEL 157 Sarah J. S.Wilner Introduction 157 11.1 GE Healthcare's Design Organization 158 11.2 The Menlo Innovation Ecosystem 158 11.3 The Significance of Design Thinking at GE Healthcare 168 11.4 Conclusion 171 12 LEADING FOR A CORPORATE CULTURE OF DESIGN THINKING 173 Nathan Owen Rosenberg Sr., Marie-Caroline Chauvet, Jon S. Kleinman Introduction 173 12.1 The Critical Impact of Corporate Culture on Design Thinking 173 12.2 What Is Corporate Culture? 176 12.3 Corporate Forces that Undermine Design Thinking 178 12.4 Four Pillars of Innovation for Enabling Design Thinking 180 12.5 Four Stages of Transforming to a Culture of Design Thinking 184 12.6 Conclusion 186 13 KNOWLEDGE MANAGEMENT AS INTELLIGENCE AMPLIFICATION FOR BREAKTHROUGH INNOVATIONS 187 Vadake K. Narayanan, Gina Colarelli O'Connor Introduction 187 13.1 Designing Amidst Uncertainty 188 13.2 Knowledge Management Tasks for Breakthrough Innovation: From Intelligence Leveraging to Intelligence Amplification 190 13.3 KM and Selected Tools for Breakthrough Innovation 194 13.4 Organizational Implications 199 13.5 Appendices 200 14 STRATEGICALLY EMBEDDING DESIGN THINKING IN THE FIRM 205 Pietro Micheli, Helen Perks Introduction 205 14.1 Role of Key Personnel 207 14.2 Organizational Practices 210 14.3 Organizational Climate and Culture 212 14.4 Embedding Design Thinking 215 PART III: DESIGN THINKING FOR SPECIFIC CONTEXTS 221 15 DESIGNING SERVICES THAT SING AND DANCE 223 Marina Candi, Ahmad Beltagui Introduction 223 15.1 Products, Services, and Experiences 224 15.2 How to Design for Compelling Service Experiences 227 15.3 Services that Sing and Dance 232 15.4 Designing a Service Experience Is Never Finished 233 15.5 Conclusion 234 16 CAPTURING CONTEXT THROUGH SERVICE DESIGN STORIES 237 KatarinaWetter-Edman, Peter R. Magnusson Introduction 237 16.1 Service Design 239 16.2 Context, Stories, and Designers as Interpreters 240 16.3 Context Through Narratives--The CTN Method 241 16.4 Case Illustration of the CTN Method 241 16.5 Conclusion and Recommendations 248 17 OPTIMAL DESIGN FOR RADICALLY NEW PRODUCTS 253 Steve Hoeffler, Michal Herzenstein, Tamar Ginzburg Introduction 253 17.1 Communicate the Challenge Goal toward Radically New Products 254 17.2 Shift Time Frames to Future and Past 256 17.3 Promote an Emerging Technology Focus across the Consumption Chain 257 17.4 Promote the Use of Analogical Thinking 259 17.5 Look for Novel Ways to Solve Simple Problems 261 17.6 Leverage More Ideators via Crowdsourcing 261 17.7 Conclusion 263 18 BUSINESS MODEL DESIGN 265 John Aceti, Tony Singarayar Introduction 265 18.1 What Is a Business Model? 265 18.2 When Do I Need to Think about My Business Model? 267 18.3 What Value Should I Expect from a Business Model Design? 268 18.4 What Method Can I Use to Design a Business Model? 269 18.5 Process of Designing a Business Model 271 18.6 How Do I Implement My New or Revised Business Model? 276 18.7 Conclusion 277 19 LEAN START-UP IN LARGE ENTERPRISES USING HUMAN-CENTERED DESIGN THINKING: A NEW APPROACH FOR DEVELOPING TRANSFORMATIONAL AND DISRUPTIVE INNOVATIONS 281 Peter Koen Introduction 281 19.1 Lean Start-up 282 19.2 Transformational and Disruptive Innovation: Defining the Domain Where the Lean Start-up Process Should Be Used 285 19.3 Why Is a Business Model a Valuable Part of the Lean Start-up Process? 286 19.4 Lean Start-up through the Lens of Human-Centered Design 289 19.5 Implementing the Lean Start-up Approach in Enterprises 296 19.6 Conclusion 298 PART IV: CONSUMER RESPONSES AND VALUES 301 20 CONSUMER RESPONSE TO PRODUCT FORM 303 Mariëlle E. H. Creusen Introduction 303 20.1 How Product Form Influences Consumer Product Evaluation 304 20.2 Product Form Characteristics and Consumer Perceptions 305 20.3 In What Way Will Product Form Impact Consumer Product Evaluation? 308 20.4 Practical Implications 314 21 DRIVERS OF DIVERSITY IN CONSUMERS' AESTHETIC RESPONSE TO PRODUCT DESIGN 319 Adèle Gruen Introduction 319 21.1 Culture 320 21.2 Individual Characteristics 324 21.3 Situational Factors 328 21.4 Discussion 329 21.5 Conclusion 330 22 FUTURE-FRIENDLY DESIGN: DESIGNING FOR AND WITH FUTURE CONSUMERS 333 Andy Hines Introduction 333 22.1 A Framework for Understanding Changing Consumer Values 334 22.2 Emerging Consumer Needs 335 22.3 Going Forward 345 PART V: SPECIAL TOPICS IN DESIGN THINKING 349 23 FACE AND INTERFACE: RICHER PRODUCT EXPERIENCES THROUGH INTEGRATED USER INTERFACE AND INDUSTRIAL DESIGN 351 Keith S. Karn Introduction 351 23.1 Divergent Paths: User Interface in Physical and Digital Products 352 23.2 Emerging User Interface Technologies 354 23.3 New Technology Demands a New Development Process 355 23.4 Seven Questions to Guide the Integration of Industrial Design with User Interface Design 359 23.5 Practice Makes Perfect 365 24 INTELLECTUAL PROPERTY PROTECTION FOR DESIGNS 367 Daniel Harris Brean Introduction 367 24.1 "Design" in Intellectual Property 367 24.2 Utility Patents 368 24.3 Design Patents 373 24.4 Copyrightable Designs for Useful Articles 376 24.5 Trademark Rights for Product Design 377 24.6 Legal Overlap, Trade-Offs, and Strategic Considerations 379 24.7 Conclusion 380 25 DESIGN THINKING FOR SUSTAINABILITY 381 Rosanna Garcia, PhD, Scott Dacko, PhD Introduction 381 25.1 Design for "X"? 382 25.2 Design Thinking Integrated into Design for Sustainability 386 25.3 Conclusion 397 INDEX 401
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