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

The point of the story is that our innovation was successful, better products came to market, and people were more satisfied because a few open-minded designers teamed with some thoughtful engineers and with users who liked to experiment, developed and tested very rough prototypes, discovered flaws and reworked quickly, and included business analysis during the development process. I call this design thinking

intuition counts heavily, experimentation happens fast, failures along the way are embraced as learning, business strategy is integrated, and more relevant solutions are produced.

Tom Kelley first presented in The Art of Innovation (2001),

Daniel Pink’s A Whole New Mind (2005)

Richard Florida’s The Rise of the Creative Class (2002)

Design thinking is essentially a human-centered innovation process that emphasizes observation, collaboration, fast learning, visualization of ideas, rapid concept prototyping, and concurrent business analysis, which ultimately influences innovation and business strategy.