Solving Problems with Design Thinking

Solving Problems with Design Thinking

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Design-oriented firms such as Apple and IDEO have demonstrated how design thinking can directly affect business results. Yet most managers lack a real sense of how to put this new approach to use for issues other than product development and sales growth. Solving Problems with Design Thinking details ten real-world examples of managers who successfully applied design methods at 3M, Toyota, IBM, Intuit, and SAP; entrepreneurial start-ups such as MeYou Health; and government and social sector organizations including the City of Dublin and Denmark's The Good Kitchen. Using design skills such as ethnography, visualization, storytelling, and experimentation, these managers produced innovative solutions to problems concerning strategy implementation, sales force support, internal process redesign, feeding the elderly, engaging citizens, and the trade show experience. Here they elaborate on the challenges they faced and the processes and tools they used, offering their personal perspectives and providing a clear path to implementation based on the principles and practices laid out in Jeanne Liedtka and Tim Ogilvie's Designing for Growth: A Design Thinking Tool Kit for Managers.6 Redesigning the Customer Contact Center at Toyota the business problem Providing high-quality and efficient answers to customersa#39; complex questions the context Toyota Motor Salesa#39; Customer Contact Center for the Toyota, Lexus, and Scion brands designa#39;s contribution ... we hear a€œcustomer contact center, a€ the words that come to mind are generally not a€œfuna€ or, unfortunately, a€œgreat customer service.

Title:Solving Problems with Design Thinking
Author:Jeanne Liedtka, Andrew King, Kevin Bennett
Publisher:Columbia University Press - 2013-09-03


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