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

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Description

This title is filled with practical and insightful expert advice on how to increase productivity through creativity and innovation. Packed with intriguing and insightful case studies and practical advice, "Design Thinking" is a comprehensive guide to increasing productivity through cultivating creativity. Divided into three sections that focus on the use of design for innovation and brand-building, the emerging role of service design, and the design of meaningful customer experiences, this book provides readers with the strategies and confidence necessary to encourage the growth of creative thought within their business. Featuring 30 articles, written by industry experts, that show how to build a solid brand foundation, solve problems with simplified thinking, anticipate and capitalize on trends, figure out what consumers want before they do, and align mission, vision, and strategy with a corporate brand, this is a must-have reference for anyone wanting to increase their businesses productivity.

Reviews

"A much-needed book, which paves the way towards a better understanding of design thinking and its power. A fundamental reading for all those who like to grasp the multifaceted nature of design."--Roberto Verganti, author, "Design Driven Innovation"; professor of innovation, Poitecnico di Milano

"In this compilation of essays from many of design's best thinkers, Lockwood pushes forward our understanding of the intersection of design and business. I found it a treat for both sides of my brain."--Roger Martin, author, "The Opposable Mind"; dean, The Rottman School of Management, University of Toronto

"This collection of work from some of the design industry's top thought leaders will further stimulate valuable discussion on how, through collaborative and innovative thinking, we can design a better future for all societies and business."--Stefano Marzano, president, Philips Design

"The practical value of 'Design Thinking' for managers isn't just in its impressive breadth and scope. The design perspectives and principles it articulates are essential for organizations looking to intensify their innovations and animate their brands. Cogent, readable and usable, this book makes design investment a smart choice."--Michael Schrage, author, "Serious Play"; fellow, MIT Sloan School of Management
A much-needed book, which paves the way towards a better understanding of design thinking and its power. A fundamental reading for all those who like to grasp the multifaceted nature of design.Roberto Verganti, author, "Design Driven Innovation"; professor of innovation, Poitecnico di Milano
"In this compilation of essays from many of designs best thinkers, Lockwood pushes forward our understanding of the intersection of design and business. I found it a treat for both sides of my brain."Roger Martin, author, "The Opposable Mind"; dean, The Rottman School of Management, University of Toronto
"This collection of work from some of the design industry's top thought leaders will further stimulate valuable discussion on how, through collaborative and innovative thinking, we can design a better future for all societies and business."Stefano Marzano, president, Philips Design
"The practical value of 'Design Th

Author Bio

Thomas Lockwood is president of the Design Management Institute and a visiting professor at the Pratt Institute in New York City.