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.
Autorentext
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.
Zusammenfassung
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.
Inhalt
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 TogetherCombining 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 1…